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Vito Sciaraffia
Feb 10, 2022
4 min
SpanishColumnTechnologyMarketplaces

La revolución del marketplace y su extensión al mundo FinTech

En el sector tecnológico, uno de los mayores catalizadores de crecimiento ha venido desde una serie de empresas descritas como "marketplaces". Sin embargo, pocas veces se intenta aclarar exactamente el significado del concepto, que en inglés remite a espacios abiertos en medio de las ciudades donde se establecía uno o varios mercados.

En la industria tecnológica, se habla de marketplace para describir empresas que posibilitan el intercambio de bienes y servicios entre consumidores y una amplia gama de oferentes, los cuales pueden incluir tanto empresas consolidadas como también pequeños emprendimientos. Dentro de los más reconocidos mundialmente están Amazon y AirBnB, mientras que en Chile, Cornershop es, probablemente, la empresa más famosa del segmento.

Las plataformas constituidas en marketplaces permiten no solamente que el consumidor contraste distintas alternativas de bienes y servicios, sino que también entregan facilidades como la agregación de productos a través de distintos oferentes, el pago centralizado y, más importante aún, establecer estándares que todos los vendedores deben satisfacer, haciéndose más fácil ganar la confianza del cliente. Este sello de calidad robustece la competencia en beneficio del consumidor, creándose un crecimiento más bien armónico entre oferta y demanda, mejorando así la experiencia para el usuario.

A partir de 2020 hubo una explosión en las ventas de estas plataformas, potenciadas por los efectos de la pandemia. Una larga lista de servicios que utilizamos casi diariamente hoy puede obtenerse desde distintas plataformas: compras de supermercado, entregas a domicilio de restaurantes, compra de ropa, ejercicios, terapias de salud mental e incluso la obtención de grados académicos.

Si bien la pandemia aceleró estos cambios por temas de seguridad sanitaria, el consumidor ha descubierto también el tiempo que ahorra, por lo que es razonable esperar que estas tendencias no acabarán cuando el Covid-19 haya quedado atrás.

De hecho, lo más probable es que veamos más bienes y servicios sumándose al concepto de marketplace. El modelo de negocio es sólido y los fondos de capital de riesgo lo han respaldado con cuantiosas inversiones. Muchas plataformas hoy se cotizan en bolsa y los precios de sus acciones evidencian muy buenos retornos para los inversionistas.

Si bien podría parecer que estos desarrollos están lejos del mundo FinTech, pensar así constituye un profundo error. Tal como en numerosos casos de bienes y servicios, la industria financiera también verá el surgimiento y la consolidación de plataformas que establezcan modelos de marketplace, donde los consumidores puedan acceder a diferentes servicios de manera transparente y con parámetros estandarizados.

Ahí radica una de las motivaciones más importantes que nos llevaron a fundar Altafid. Tener clientes informados respecto de las distintas alternativas de inversión, incluyendo sus riesgos y, especialmente, sus costos, le darán un giro a la industria. Esta disminución en las asimetrías de información entre proveedores y sus clientes aumentará la competencia, con las consabidas ganancias de bienestar, muchas de las cuales serán capturadas por los usuarios, en la forma de menores costos y un mayor abanico de opciones.


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