I-SHENZHEN, Sept. [XX] — Njengoba ukusetshenziswa kwamathoyizi emhlabeni wonke kushintsha ngokuya ku-inthanethi, amapulatifomu amathathu amakhulu abusa indawo yezentengiselwano ze-e-border enamasu ahlukene kanye nezilinganiso zokusebenza. I-TikTok Shop, i-Amazon, kanye ne-Temu bashintsha indlela amathoyizi afinyelela ngayo ezimakethe zomhlaba wonke, ngalinye liveza izindawo ezihlukile ekukhuleni kwe-GMV, izitayela zomkhiqizo, kanye namamodeli enzuzo. Idatha esanda kuhlanganiswa ka-2025 yembula izindlela ezihlukile ezinikeza ukuqonda okubalulekile kwabathumeli ngaphandle abahamba kulo mkhakha onamandla.
Ukukhula kwe-GMV: Izindlela Ezihlukahlukene Emakethe Ekhulayo
Imakethe yomhlaba wonke ye-e-commerce yamathoyizi kulindeleke ukuthi ikhule ngo-3.7% unyaka nonyaka ngo-2025, kodwa lesi silinganiso sifihla umehluko omkhulu kuzo zonke izinkundla. I-Amazon igcina isikhundla sayo sobuholi nge-GMV yesigaba samathoyizi esilinganiselwa ukuthi idlule amaRandi ayizigidi eziyizinkulungwane ezingama-28, okumele ukwanda okungu-8.2% kusukela ngo-2024, ngokusho kwabahlaziyi bemboni. Isistimu yayo evuthiwe kanye nesisekelo sabasebenzisi abaningi kuyaqhubeka nokukhuthaza ukukhula okuqhubekayo, ikakhulukazi ngesikhathi semicimbi ebalulekile yokuthenga njenge-Black Friday lapho inzuzo yayo yobuningi ibonakala khona kakhulu. "Ngezikhathi zonyaka eziphakeme, ukuthengiswa kwamathoyizi e-Amazon kungakhuphuka cishe kabili imali engenayo yethu yesikhulumi ihlangene," kuphawula uChen Hong, umthengisi wamathoyizi amaningi.
I-TikTok Shop iyavela njengomncintiswano okhula ngokushesha, kanti isigaba sayo samathoyizi nezinto zokuzilibazisa sikhula ngokushesha. ESingapore kuphela, izitolo zamathoyizi eziphezulu ku-TikTok Shop zikhiqize i-GMV phakathi kuka-301,000-500,000 ekuqaleni kuka-2025, kanti izitayela ezifanayo zabonakala ezimakethe zaseNingizimu-mpumalanga ye-Asia kanye naseYurophu naseMelika. Izilinganiso zemboni zisikisela ukuthi i-GMV yamathoyizi omhlaba wonke we-TikTok Shop ingakhula ngamaphesenti angaphezu kuka-45 ngo-2025, iqhutshwa yimodeli yayo yezentengiselwano yezenhlalo efiphaza ukuzijabulisa nokuthenga.
Okwamanje, iTemu izibonakalise njengeqembu eliphazamisayo elinokukhula kwe-GMV cishe okungu-30% kumathoyizi, isebenzisa isu layo elinamandla lamanani kanye nezinqubomgomo zoxhaso. Le pulatifomu iphumelela kakhulu ezigabeni ezisebenzisa isabelomali esincane, yize izinguquko zakamuva zibonisa ukugxila okwandayo ezintweni ezinentengo ephezulu ($25+) ngokusebenzisa izibonelelo eziqondiwe. Ngenkathi ithoyizi layo lonke i-GMV lihlala lisemuva kwe-Amazon, ukwanda okusheshayo kweTemu kubambe isabelo semakethe esibalulekile ezigabeni ezithinta amanani.
Amathrendi Omkhiqizo: Izici Ezithengiswa Kakhulu Eziqondene Neplatifomu
Uhlelo lomkhiqizo lwepulatifomu ngayinye lubonisa izibalo zabasebenzisi bayo ezihlukile kanye nezindlela zokuthola. Izindaba zempumelelo yamathoyizi e-TikTok Shop zibuswa amathoyizi asemfashinini kanye nezinto eziqoqiwe ezichuma ngokwabelana nge-inthanethi. Amaqoqo amakhadi namabhokisi angaboni avela kakhulu, lapho izitolo zaseSingapore ezifana ne-Crown Collectorr kanye ne-18 Cards zithola ukuthengiswa okuqinile ngokukhishwa okulinganiselwe kanye nokuqukethwe okukhipha ebhokisini. Lokhu kuhambisana nezitayela zemboni ezibanzi lapho amathoyizi aqhutshwa yi-IP enezinzuzo ezinkulu ezidlula u-60%.
Ikhathalogi yamathoyizi e-Amazon isalokhu iyinto ehlukahlukene kakhulu, ifana nesisekelo sayo samakhasimende abanzi. Ngenkathi izigaba zendabuko ezifana nonodoli namathoyizi okufundisa ziqhubeka nokusebenza kahle, izinto ezithengiswa kakhulu zepulatifomu zika-2025 zifaka phakathi ingxube yemikhiqizo ye-STEM, izimpahla ezinelayisensi, kanye nezinto eziqoqwayo ze-premium. Lokhu kuhlukahluka kubonisa isikhundla se-Amazon njengendawo eyodwa yokuthenga imindeni, kusukela ezintweni zokudlala zansuku zonke kuya ezintweni zokuzilibazisa ezinenani eliphezulu.
Amathoyizi kaTemu asebenza kahle kakhulu abeka phambili ukuthengeka nokukhanga okubanzi, ngamathoyizi alula, amasethi okwakha alula, kanye nemidlalo yakudala ehamba phambili ekuthengisweni. Kodwa-ke, ipulatifomu iyaqhubeka nokubonisa imikhiqizo ephakathi nendawo njengoba ilungisa isu layo lokuxhaswa. "I-algorithm kaTemu ithanda imikhiqizo engaphansi kwama-$20 kodwa manje icindezela izinto ezibiza kakhulu ngezibonelelo zepulatifomu," kuchaza umthengisi wamathoyizi osekelwe eGuangzhou ogxile kumaphazili ezingane. Lolu shintsho luhlukanisa kancane kancane iminikelo yamathoyizi kaTemu ngale kwezinketho zesabelomali kuphela.
Amasu Okusebenza: Amamodeli Epulatifomu Asebenzayo
Izindlela zokusebenza ezihlukile zamapulatifomu zithinta kakhulu okuhlangenwe nakho kwabathengisi kanye nemiphumela. Uhlelo oluvuthiwe lwe-Amazon lugcizelela ukuseshwa nokuthembeka, nge-algorithm yayo ye-A9 evuzayo ohlwini olulungiselelwe kanye nokwaneliseka kwamakhasimende okuqhubekayo. Abathengisi batshala imali eningi ekwenzeni ngcono amagama angukhiye, izikhangiso ezixhasiwe, kanye nokugcina amazinga aphezulu okugcwalisa nge-FBA (Fulled by Amazon). Nakuba lokhu kudala izithiyo eziphezulu zokungena, futhi kunikeza ithrafikhi eqhubekayo kanye nokwethenjwa okuvela kubathengi abasunguliwe.
Isu le-TikTok Shop ligxile ekutholeni okuqukethwe okusekelwe kokuqukethwe, ukuhlanganisa amavidiyo amafushane, ukusakaza bukhoma, kanye nokubambisana kwabantu abanethonya ekuhlangenwe nakho kokuthenga. Abathengisi bamathoyizi abaphumelelayo ku-TikTok basebenzisa imiboniso yemikhiqizo, izinselele zokuqukethwe ezikhiqizwe ngabasebenzisi, kanye nezikhathi zemibuzo nezimpendulo zesikhathi sangempela ukuze baqhube ukuthengwa okungenangqondo. "Siphinde kabili ukuthengiswa kwethu kwamathoyizi ngemuva kokubambisana nabazali abanethonya ekukhipheni amavidiyo ebhokisini," kuphawula umphathi womkhiqizo wamathoyizi oseSingapore. Izithiyo eziphansi zokungena kule nkundla zivumela imikhiqizo ehlakaniphile ukuthi ihlole ngokushesha futhi ikhulise imikhiqizo ethandwayo.
Imodeli kaTemu igxile emananini aqinile kanye nokusebenza okulula, ngamanani aphansi kakhulu ekhomishini (kubikwa ukuthi angu-3-5% uma kuqhathaniswa namathoyizi angu-15% e-Amazon) kanye nezindleko zokukhangisa ezincane. Insizakalo (egcwele) yesikhulumi iphatha ezokuthutha kanye nensizakalo yamakhasimende, inciphisa umthwalo womsebenzi wabathengisi kodwa inciphisa ukulawula uphawu. Ukwethulwa kwakamuva kweTemu kwezinketho (ezilawulwa kancane) kunikeza ukuguquguquka okwengeziwe ngenkathi kugcinwa izinzuzo zezindleko.
Ukuhlaziywa Kwenzuzo: Ukulinganisela Umthamo kanye Nemingcele
Ukuguquguquka kwenzuzo kuyahlukahluka kakhulu kuzo zonke izinkundla ngenxa yezakhiwo zezindleko ezahlukene kanye namasu okukhokha amanani. Abathengisi be-Amazon babhekene nezindleko eziphezulu zekhomishini kanye nezindleko zokukhangisa kodwa bayazuza emananini aphezulu e-oda kanye nokwethembeka kwamakhasimende okuqinile. Abathengisi bamathoyizi ezemfundo babika izilinganiso eziphelele ezingu-8-12% ku-Amazon, kanye nezinto eziqoqiwe zeprimiyamu ezifinyelela ku-15-20% naphezu kokutshalwa kwezimali okuphezulu kokumaketha.
Imali ephansi kaTemu inciphisa amaphuzu ayo entengo ephansi, okuholela emalini encintisanayo ngokumangazayo ezigabeni ezithile. "Inzuzo yethu ngeyunithi ngayinye iphansi kuTemu, kodwa ivolumu kanye nezindleko zokusebenza ezincishisiwe kuyenza ibe nenzuzo," kusho umhlinzeki wamathoyizi ayisisekelo athambile. Kodwa-ke, ukugcizelela kwepulatifomu emananini aphansi kudala ingcindezi kubakhiqizi, ikakhulukazi ezintweni zezimpahla ezinokwehluka okulinganiselwe.
I-TikTok Shop inikeza amathuba aphezulu kakhulu okuthola imikhiqizo esabalele, ngokubambisana kwe-IP okuphumelelayo kufinyelela amamaki aphelele angu-25-30% ngesikhathi sezitayela ezisezingeni eliphezulu. Kodwa-ke, lokhu kuza nezindleko eziphezulu zokudala okuqukethwe kanye nokuguquguquka okukhulu kokuthengisa. "Ividiyo eyodwa esabalele ingathengisa amayunithi ayi-10,000 ngesonto, kodwa ukugcina lowo mfutho kudinga ukutshalwa kwezimali okuqhubekayo kokuqukethwe," kuchaza umenzi wemidlalo yamakhadi.
Izincomo Ezihlakaniphile Zabathumeli Bamanye Amazwe
Isu leplatifomu elihle kakhulu lincike ohlotsheni lomkhiqizo kanye nezinhloso zebhizinisi. Amathoyizi e-premium nawemfundo asebenza kahle kakhulu ku-Amazon, lapho amakhasimende ebheka khona ikhwalithi kanye nokubuyekezwa. Izinto eziqhutshwa yimfashini njengebhokisi elingaboni kanye nezinto eziqoqwayo ziyachuma ohlelweni oludumile lwe-TikTok Shop. Izinto eziyisisekelo ezingabizi kakhulu kanye nezinto zokukhangisa zithola izithameli zazo ku-Temu, ikakhulukazi ngezibonelelo ezintsha zeplatifomu ezinentengo ephezulu.
Abathengisi abaningi abaphumelelayo basebenzisa indlela yamapulatifomu amaningi, besebenzisa i-Amazon ukuze kuqiniswe, i-TikTok Shop ukuze kusetshenziswe izitayela, kanye ne-Temu ukuze kutholakale ivolumu. "Sibeka u-60% wempahla ku-Amazon, u-30% ku-TikTok ukuze kukhishwe imikhiqizo emisha, kanye no-10% ku-Temu ukuze kukhishwe imikhiqizo," kwembula umthengisi omkhulu wamathoyizi waseShayina. Le ndlela elinganiselayo inciphisa izingozi ngenkathi isebenzisa amandla epulatifomu ngayinye.
Njengoba ukuhweba ngamathoyizi awela imingcele kushintsha, amasu aqondene nepulatifomu azoba abaluleke kakhulu. Impumelelo manje ayidingi nje kuphela imikhiqizo emihle, kodwa futhi ifanisa leyo mikhiqizo nesistimu yepulatifomu efanele—kungakhathaliseki ukuthi ukuthembeka kwe-Amazon, amandla e-TikTok asakazeka kabanzi, noma ukusebenza kahle kwezindleko kwe-Temu. Kwabathumeli ngaphandle abazulazula kule ndawo eyinkimbinkimbi, ukuqonda lezi zici kuyisihluthulelo sokuvula ukukhula kwemakethe yamathoyizi omhlaba wonke ngo-2025 nangale kwalokho.
Isikhathi sokuthunyelwe: Septhemba-19-2025
