It is nothing new to say that eCommerce is booming and that its growth has been exponential in recent years. It is also clear that the pandemic has forced us to adapt to a demand that has caused us to jump by leaps and bounds, and thus we have been surpassing or burning growth phases and placing ourselves at an earlier level of maturation than estimated.

Now, this extraordinary and accelerated growth can make us reflect on whether we are satisfied with the result, regardless of the economic one, could exponentially overcome stages have been carried out by renouncing quality or certain basic elements? Has the obsession with strong growth, the demand for immediacy, the need to reduce expenses and the constant search for increases in productivity biased us or forced us to give up on essential things such as humane and personalized treatment?

Generally, we read or hear that the consumer should be at the center of our decisions, but do we really always do it? From my point of view it is important to understand and adapt to the needs of the consumer depending on the moment in which they are. In line with this, we must move away from those statements that indicated that the online channel would replace the traditional channel. Clearly these channels must coexist and impact consumers each at the right time.

 Returning to the online environment, Spain has been the country that has best known how to capitalize on this boom. According to data from the IAB Spain Annual eCommerce Study, in 2022 78% of the Spanish Internet user population has used the Internet as the main purchasing channel.

A review of 2022
A clear example of this evolution is the company 123tinta.es which, after its first full year in Spain, has managed to establish itself and revolutionize the market with a wide range of products at much more competitive prices than other companies in the sector.

This is possible, among other things, thanks to the great reception of the 123tinta brand's own-manufactured products, with which customers can save up to 70%. This is significant data in a year in which average inflation stood at 8.4%, the highest in 35 years.

A wide assortment of products with competitive prices together with personal and close customer service, among other things, has contributed to the company's growth and has managed to expand its workforce to double the number of professionals that made up the initial team. In this way, we have grown more than any direct competitor in the market, thus exceeding the expectations set when launching the website.

Customer service: the key to differentiation
For us, customer service is one of our pillars and differentiating weapons with respect to the competition. We sacrifice automation tools to ensure that behind every call or contact with the client there is a person. We have a pre and post-sales customer service available 11 hours a day and 24-hour delivery of all our products in stock. In fact, 97% of orders placed on the web are delivered the next day.

In our catalog there are more than 18,500 references available, including ink and toner cartridges for all the major printer brands. In addition, we offer both laser and inkjet printers and more than 3,700 office supplies, LED lights, cables, and even batteries.

Sustainability
In the electronic commerce sector, concern for sustainability policies implemented by companies has become a driver for consumers when opting for eCommerce. According to recent studies, up to 41% of Spaniards would be willing to pay more for products or services that take the environment into account.

Environmental commitment is a relevant factor for the company, which is why we have launched initiatives such as including recycling bags for cartridges in orders, using custom-made boxes for their products or working with delivery companies that are also aware of sustainability. In addition, in November 2022 we have launched a collaboration proposal with schools and institutes in the Community of Madrid to recycle used cartridges and toners, since we believe that this initiative is a good opportunity to raise awareness among students and the environment about recycling correctly.

Next steps
The increase in prices is affecting the world, which is causing concern in the consumer. This leads 123tinta.es to maintain its policy of the guaranteed minimum price in an increasingly wide range of products, in addition to continuing to bet on printer consumables.