SHENZHEN, Nzeri [XX] — Uko ikoreshwa ry’ibikinisho ku isi rigenda rirushaho kwiyongera kuri interineti, urubuga rutatu runini rurimo kwiganza mu bucuruzi bwa interineti bwambukiranya imipaka rufite ingamba zitandukanye n’ibipimo by’imikorere. Iduka rya TikTok, Amazon, na Temu birimo kuvugurura uburyo ibikinisho bigera ku masoko mpuzamahanga, buri kimwe kikagira uruhare rudasanzwe mu iterambere rya GMV, uko ibicuruzwa bihagaze, n’uburyo bw’inyungu. Amakuru mashya yakusanyijwe yo mu 2025 agaragaza inzira zitandukanye zitanga ubumenyi bw’ingirakamaro ku bohereza ibicuruzwa mu mahanga banyura muri uru rwego ruhindagurika.
Iterambere rya GMV: Inzira zitandukanye mu isoko riri gutera imbere
Biteganijwe ko isoko ry’ubucuruzi bw’ibikinisho ku isi rizakuraho 3.7% buri mwaka mu 2025, ariko iyi mpuzandengo ipfukirana impinduka zikomeye kuri za platform. Amazon ikomeje kuba ku isonga aho ibarirwa muri za GMV zisaga miliyari 28 z’amadolari y’Amerika, zigaragaza ko yiyongereyeho 8.2% ugereranyije n’umwaka wa 2024, nk’uko abasesenguzi b’inganda babivuga. Urusobe rw’ibinyabuzima byayo rukuze n’abayikoresha benshi bikomeje gutera imbere, cyane cyane mu bihe by’ubucuruzi bw’ingenzi nka Black Friday aho inyungu yayo igaragara cyane. Chen Hong, ucuruza ibikinisho ku mbuga nyinshi, agira ati: "Mu bihe by’ubushyuhe bwinshi, kugurisha ibikinisho bya Amazon bishobora kwiyongera cyane ku gipimo cya kabiri cy’ibindi bicuruzwa twinjiza kuri platform."
TikTok Shop iri kuzamuka nk'igihugu gikomeje kwiyongera cyane, aho icyiciro cyayo cy'ibikinisho n'ibyo ikunda kigenda gikura cyane. Muri Singapuru honyine, amaduka akomeye y'ibikinisho kuri TikTok Shop yaguze GMV hagati ya 301.000-500.000 mu ntangiriro za 2025, hamwe n'ibindi bintu bisa byagaragaye ku masoko yo mu majyepfo y'uburasirazuba bwa Aziya n'i Burayi na Amerika. Igereranya ry'inganda rigaragaza ko GMV y'ibikinisho ku isi ya TikTok Shop ishobora kwiyongeraho hejuru ya 45% muri 2025, bitewe n'uburyo bwayo bw'ubucuruzi bushingiye ku mibereho myiza y'abantu butuma imyidagaduro n'ubucuruzi bitiyongera.
Hagati aho, Temu yigaragaje nk'ingufu zikomeye aho izamuka rya GMV ku kigero cya 30% mu bikinisho, ikoresheje ingamba zayo zikomeye zo kugena ibiciro n'inkunga. Uru rubuga rukora neza cyane mu byiciro biciriritse, nubwo impinduka ziheruka zigaragaza ko rwibanda ku bintu bihenze (25+) binyuze mu nkunga zigenewe. Nubwo muri rusange GMV y'ibikinisho byayo ikomeje kuba inyuma ya Amazon, kwaguka vuba kwa Temu byatumye isoko rirushaho kugaragara mu byiciro bikoresha uburyo bworoshye bwo kugena ibiciro.
Inzira z'ibicuruzwa: Ibiranga ibicuruzwa bigurishwa cyane ku rubuga
Urusobe rw'ibicuruzwa bya buri rubuga rugaragaza imiterere yihariye y'abakoresha n'uburyo bwo kuvumbura. Inkuru z'ibyagezweho bya TikTok Shop ziganjemo ibikinisho bigezweho n'ibintu bikusanyirizwa hamwe bikunda gusangira amakuru menshi. Gukusanya amakarita n'udusanduku tw'amakarita bigaragara cyane, aho amaduka yo muri Singapuru nka Crown Collectorr na 18 Cards yagurishijwe cyane binyuze mu gusohora ibitabo bike no gukuramo amakuru mu dusanduku. Ibi bihuye n'uburyo bugezweho mu nganda aho ibikinisho bikoresha IP bifite inyungu zirenga 60%.
Urutonde rw'ibikinisho bya Amazon rukomeje kuba urw'abantu benshi batandukanye, rugaragaza abakiriya barwo benshi. Nubwo ibyiciro gakondo nk'ibipupe n'ibikinisho by'uburezi bikomeje gukora neza, ibicuruzwa byaguzwe cyane muri 2025 birimo uruvange rw'ibicuruzwa bya STEM, ibicuruzwa byemewe, n'ibindi bikoresho byo mu rwego rwo hejuru. Ubu bwoko butandukanye bwerekana umwanya wa Amazon nk'ahantu ho kugura ibintu by'umuryango, kuva ku bikinisho bya buri munsi kugeza ku bikoresho by'imyidagaduro bifite agaciro gakomeye.
Ibikinisho bya Temu bigezweho bishyira imbere ku giciro gito no gukurura abantu benshi, aho ibikinisho byoroheje, ibikoresho byoroshye byo kubaka, n'imikino isanzwe iherekeza ku kugurisha. Ariko, uru rubuga rugenda rugaragaza ibicuruzwa biri hagati mu gihe ruhindura ingamba zarwo zo gutanga inkunga. "Algorithm ya Temu ikunda ibicuruzwa biri munsi y'amadolari 20 ariko ubu ishyira ibintu bihenze hamwe n'inkunga ya platform," nk'uko umuhanga mu byo gucuruza ibikinisho wo muri Guangzhou, wibanda ku mikino y'abana, abisobanura. Iyi mpinduka igenda ihindura uburyo Temu itanga ibikinisho uretse uburyo bw'ingengo y'imari gusa.
Ingamba z'imikorere: Imiterere ya Platform irimo gukoreshwa
Uburyo butandukanye bw'imikorere bw'izi mbuga bigira ingaruka zikomeye ku bunararibonye bw'abagurisha n'umusaruro. Ubuzima bwa Amazon bugezweho bushimangira gushakisha no kwizerwa, hamwe na algorithm yayo ya A9 ihemba urutonde rwiza kandi ihora inyurwa n'abakiriya. Abagurisha bashora imari yabo cyane mu kunoza amagambo y'ingenzi, kwamamaza guterwa inkunga, no kubungabunga amahame yo kuzuza binyuze muri FBA (Fullfilled by Amazon). Nubwo ibi bitera imbogamizi nyinshi zo kwinjira, binatanga urujya n'uruza ruhoraho n'icyizere biturutse ku baguzi basanzwe.
Ingamba za TikTok Shop zishingiye ku kuvumbura ibintu bishingiye ku bikubiye mu bubiko, guhuza amashusho magufi, uburyo bwo kureba amashusho bwabayeho, n'ubufatanye bw'abantu bafite uruhare mu guhaha. Abagurisha ibikinisho bya TikTok batsinze bakoresha imurikagurisha ry'ibicuruzwa, imbogamizi ku bikubiye mu bubiko, n'ibiganiro byo mu gihe nyacyo byo kubaza no gusubiza ibibazo kugira ngo baguhe ibintu ubishaka. Umuyobozi w'ikirango cy'ibikinisho byo muri Singapuru agira ati: "Twakubye kabiri ibyo twagurishije ibikinisho nyuma yo gukorana n'ababyeyi bagaragaza uruhare mu gukuraho amashusho mu bisanduku." Inzitizi nke z'uru rubuga zituma ibigo by'ubucuruzi bikoresha ubuhanga mu kugerageza no kwagura ibicuruzwa bigezweho vuba.
Uburyo bwa Temu bushingiye ku biciro bikomeye no ku bikorwa byoroshye, hamwe n'ibiciro bya komisiyo biri hasi cyane (bivugwa ko ari 3-5% ugereranyije na 15% bya Amazon ku bikinisho) hamwe n'amafaranga make yo kwamamaza. Serivisi (yuzuye) y'uru rubuga ikora ibijyanye n'ibikoresho n'abakiriya, igabanya akazi k'umucuruzi ariko ikagabanya kugenzura ikirango. Temu iherutse gutangiza amahitamo (acunga igice) atanga uburyo bworoshye bworoshye mu gihe ikomeza kugira inyungu mu biciro.
Isesengura ry'inyungu: Kugereranya ingano n'inyongera
Imiterere y'inyungu iratandukanye cyane bitewe n'imiterere itandukanye y'ibiciro n'ingamba zo kugena ibiciro. Abagurisha Amazon bahura n'amafaranga menshi yo kwamamaza ariko bungukira ku gaciro k'ibicuruzwa byo mu bwoko bwa "budget" kari hejuru ndetse n'ubudahemuka bukomeye ku bakiriya. Abagurisha ibikinisho by'uburezi bavuga ko inyungu zabo zingana na 8-12% kuri Amazon, aho ibicuruzwa byabo by'igiciro kinini bigera kuri 15-20% nubwo hari ishoramari ryinshi mu kwamamaza.
Amafaranga make ya Temu agabanya ibiciro byayo biri hasi, bigatuma habaho inyungu itangaje ku byiciro bimwe na bimwe. "Inyungu yacu kuri buri gikoresho ni nto kuri Temu, ariko ingano n'igabanuka ry'ibiciro byo gukora bituma igira agaciro," uyu ni umwe mu bacuruza ibikoresho by'ibanze bigezweho. Ariko, gushyira imbaraga kuri uru rubuga ku biciro biri hasi biteza igitutu ku bakora ibicuruzwa, cyane cyane ku bicuruzwa bifite itandukaniro rito.
TikTok Shop itanga amahirwe menshi yo kubona ibicuruzwa biva kuri interineti, aho ubufatanye bwa IP bugera kuri 25-30% by'inyungu rusange mu gihe cy'iterambere rikomeye. Ariko, ibi bizana n'ibiciro byo gukora ibikubiye ku rubuga biri hejuru ndetse n'ihindagurika ry'ibicuruzwa. "Videwo imwe ishobora kugurishwa mu buryo bwa virusi igera ku bihumbi 10 mu cyumweru, ariko gukomeza uwo muvuduko bisaba ishoramari rihoraho ry'ibikubiye ku rubuga," ibi ni ibyasobanuwe n'uruganda rukora imikino y'amakarita.
Inama z'ingamba ku bashora imari mu mahanga
Ingamba nziza zo gukoresha urubuga zishingiye ku bwoko bw'ibicuruzwa n'intego z'ubucuruzi. Ibikinisho by'igiciro cyinshi n'iby'uburezi bikora neza kuri Amazon, aho abakiriya baha agaciro ubuziranenge n'ibitekerezo. Ibintu bigezweho nk'udusanduku tw'amadirishya n'ibindi bikoresho byo gukusanya bikura neza mu buryo bugezweho bwa TikTok Shop. Ibintu by'ibanze bihendutse n'ibintu byo kwamamaza bisanga abantu babyo kuri Temu, cyane cyane bitewe n'inkunga nshya yo kuri urwo rubuga ihendutse.
Abagurisha benshi batsinze bakoresha uburyo bwo gukoresha urubuga rwinshi, bakoresha Amazon kugira ngo bagire umutekano, TikTok Shop kugira ngo ikoreshe ibigezweho, na Temu kugira ngo irusheho kuba ingano. "Dutanga 60% by'ububiko kuri Amazon, 30% kuri TikTok kugira ngo ikoreshwe mu buryo bushya, na 10% kuri Temu kugira ngo ikoreshwe neza," ibi byatangajwe n'umucuruzi ukomeye wo mu Bushinwa wohereza ibikinisho. Ubu buryo buringaniye bugabanya ibyago mu gihe bukoresha imbaraga za buri rubuga.
Uko ubucuruzi bw'ibikinisho byambukiranya imipaka bugenda butera imbere, ingamba zijyanye n'urubuga zizakomeza kuba ingenzi. Intsinzi ubu ntabwo isaba ibicuruzwa byiza gusa, ahubwo isaba guhuza ibyo bicuruzwa n'urusobe rw'ibikoresho—byaba ari ukwizerwa kwa Amazon, ubushobozi bwa TikTok bwo kwandura, cyangwa igiciro cya Temu. Ku bashora imari mu mahanga banyura muri uru rwego rugoye, gusobanukirwa izi ngingo ni ingenzi mu gutuma isoko ry'ibikinisho ku isi rikura mu 2025 no mu yindi myaka itaha.
Igihe cyo kohereza: 19 Nzeri 2025
