Mu gihe abantu benshi bafata TikTok nk’urubuga rwo kureberaho amashusho asetsa cyangwa imbyino, hari abaruhinduye isoko rinini ribaha amafaranga atabarika. Umwe muri bo ni Daisy Kelly, umukobwa w’Umwongerezakazi watangije ubucuruzi afite amayero make, akorera ku meza yo mu gikoni cy’iwa bo, ariko ubu akaba ayobora sosiyete yinjiza miliyoni esheshatu z’amapawundi (miliyari hafi 12FRw) ku mwaka. Inkuru ye irerekana uburyo ikibazo cy’umuntu gishobora kuvamo igitekerezo gihindura ubuzima bwe n’ubw’abandi.
Mu myaka mike ishize, isi y’ubucuruzi yahuye n’impinduka zikomeye zatewe n’iterambere ry’ikoranabuhanga. Uburyo abantu baguragamo ibicuruzwa bwasimbuwe n’uburyo bushya bwo kugurira kuri interineti, aho abakiriya batagikeneye kujya mu maduka kugira ngo babone ibyo bifuza. Ahanini, telefoni ngendanwa n’imbuga nkoranyambaga ni byo byabaye amaduka mashya y’isi.
Mu bihugu byinshi byateye imbere, cyane cyane mu Bwongereza, muri Leta Zunze Ubumwe z’Amerika no mu Bushinwa, uburyo buzwi nka Live Shopping cyangwa Livestream Shopping bwatangiye gufata intera idasanzwe. Ni uburyo umucuruzi afata telefoni cyangwa kamera (camera), akerekana ibicuruzwa mu kiganiro gitambuka imbonankubone, abakireba bakabaza ibibazo, bagatanga ibitekerezo, ndetse bagahita bagura ibyo babonye mu masegonda make.
Iri koranabuhanga ryafashije ibihumbi by’abantu batari bafite amaduka akomeye kubaka ubukungu bwa bo. Muri bo harimo Daisy Kelly, wamaze kuba icyitegererezo ku rubyiruko rwinshi rwifuza kwihangira imirimo.
Ikibazo cyo kwipfura ingohe cyamubyariye amahirwe
Mbere yo kuba umwe mu bacuruzi bazwi cyane kuri TikTok Shop mu Bwongereza, Daisy Kelly yari umukobwa usanzwe wiga muri kaminuza, ariko ufite ikibazo cyamubabazaga imyaka myinshi.
Yari afite ingeso yo kwipfura ingohe, ikibazo kizwi mu buvuzi nka Trichotillomania, aho umuntu yumva ashaka gukurura cyangwa kwipfura ingohe ze bitewe n’ihungabana, guhangayika cyangwa izindi mpamvu zo mu mutwe. Abafite iki kibazo akenshi baba bafite ipfunwe ryo kugaragara mu ruhame kuko biba bigira ingaruka ku isura ya bo.
Kugira ngo ahishe icyo kibazo, Daisy yahoraga yifashisha ingohe zongerwaho n’abakora ubwiza. Byatumaga agaragara neza, ariko ntibyakemuraga ikibazo cy’ibanze.
Mu ntangiriro za 2020, icyorezo cya Covid-19 cyatumye ibihugu byinshi bifunga ibikorwa bitandukanye birimo n’inzu z’ubwiza. Daisy na we ntiyari agishoboye kubona serivisi zo kongeresha ingohe.
Aho kwiheba cyangwa gutegereza ko ibintu bisubira uko byari bimeze, yafashe icyemezo cyo gushaka igisubizo kirambye.
Daisy yatangiye gusoma byinshi ku buryo ingohe zishobora kongera gukura, yiga ku mavuta n’ibinyabutabire bifasha imisatsi gukomera no kongera kumera.
Yakoze ubushakashatsi igihe kinini, aza gukora serum yo gusiga ku ngohe ifasha kuzikomeza no kuzikuza. Ni yo yaje kwitwa Glow For It.
Icyo gihe nta ruganda yari afite, nta biro, nta bakozi ndetse nta bashoramari bamushyigikiye. Yari akiri umunyeshuri, akorera ku meza yo mu gikoni cy’iwa bo.
Abantu benshi baba baratekereje ko uwo mushinga utari kugira ejo hazaza, ariko Daisy we yari afite icyizere ko ikibazo cye gishobora kuba gihangayikishije n’abandi bantu benshi ku isi.
Yatangiye kugurisha ibicuruzwa bike abinyujije kuri interineti no ku mbuga nkoranyambaga. Buhoro buhoro abakiriya batangiye kubyishimira no kubisangiza abandi.
Covid-19 yahinduye inzitizi amahirwe
Mu gihe icyorezo cya Covid-19 cyasenye ubucuruzi bwinshi ku isi, hari bamwe cyabereye amahirwe.
Kubera ko abantu bari bamaze igihe kinini mu rugo, umubare w’abakoresha TikTok, Instagram na YouTube warazamutse cyane. Abantu batangiraga kumara amasaha menshi kuri telefoni za bo bareba amashusho.
Daisy yahise abona ko aho gutegereza abakiriya baza kumushaka, ari we wagombaga kubasanga aho bamara igihe kinini.
Yatangiye gukora amashusho agaragaza uburyo ibicuruzwa bye bikoreshwa, uko bifasha kongera gukura kw’ingohe n’uko byamufashije na we ubwe.
Kubera ko yavugaga inkuru ye bwite kandi akerekana impinduka zagaragaraga ku maso ye, abantu benshi batangiye kumwizera.
TikTok yahinduye ubuzima bwe
Mu gihe TikTok Shop yatangiraga kwamamara mu Bwongereza, Daisy yabaye umwe mu bacuruzi ba mbere bayikoresheje neza.
Aho gushyiraho amafoto gusa y’ibicuruzwa nk’uko byakorwaga mbere, yatangiye gukoresha TikTok Live, aho yabaga ari kuvugana n’abakiriya imbonankubone.
Iyo livestream yabaga imeze nk’iduka rifunguye amasaha menshi. Abantu binjiraga bakamubaza ibibazo, bakamusaba kubereka uko serum ikoreshwa, akabasobanurira ibiyigize ndetse akabereka n’ibisubizo abandi bakiriya bamaze kugeraho.
Daisy avuga ko ubu buryo bwatumye abakiriya bumva bamwegereye kurushaho.
Ati: “Iyo turi kuri TikTok Live biba bimeze nk’aho abantu barenga 500 baba bari mu iduka rimwe icyarimwe.”
Avuga ko rimwe mu masomo akomeye yize ari uko abantu badashaka kugura ibicuruzwa gusa, ahubwo bashaka no kuganira n’uwabikoze, bakamenya inkomoko ya byo no kumva impamvu yabimuteye.
Mu masaha 12 yinjije amafaranga atangaje
Mu buhamya bwe, Daisy yavuze ko hari umunsi we n’itsinda rye bamaze amasaha 12 bakora TikTok Live.
Muri ayo masaha make gusa, binjije amafaranga arenga £100,000, ni ukuvuga asaga miliyoni 190 z’amafaranga y’u Rwanda ku gipimo cy’ivunjisha cy’iki gihe.
Yemeza ko ayo mafaranga atari kuyabona iyo aza gukomeza gukoresha uburyo bwa kera bwo kwamamaza.
Uyu munsi, isosiyete ye ikora livestream nibura amasaha atandatu buri munsi, aho abakozi batandukanye basimburana berekana ibicuruzwa, bagasubiza ibibazo by’abakiriya ndetse bakanatanga inama zijyanye n’ubwiza.
Isoko rishya ririmo guhindura ubucuruzi ku isi
Impuguke mu bukungu zivuga ko live shopping ari imwe mu mpinduka zikomeye zigeze zibaho mu bucuruzi bwo kuri interineti.
Mu myaka yashize, abantu baguraga bareba amafoto n’ibisobanuro byanditse ku rubuga. Ubu, mbere yo kugura, bashobora kubona umuntu ufashe igicuruzwa mu ntoki, bakareba uko gikoreshwa, bakakibazaho ibibazo kandi bakabona ibisubizo ako kanya.
Ubushakashatsi bwakozwe n’ikigo Savvy Marketing bugaragaza ko abantu batatu mu icumi bagura nibura igicuruzwa kimwe binyuze muri livestream. Abakiri bato, cyane cyane abo mu cyiciro cya Generation Y na Generation Z, ni bo bayobowe n’ubu buryo bwo guhaha.
Abasesenguzi bavuga ko uko ikoranabuhanga rikomeza gutera imbere, live shopping ishobora kuzarenga kure uko abantu basanzwe bagura kuri internet, kuko ihuza ikoranabuhanga n’ikizere abakiriya bagirira umucuruzi.
TikTok yafashije n’abandi bacuruzi kugera ku nzozi za bo
Inkuru ya Daisy Kelly si yo yonyine igaragaza uburyo ubucuruzi bukoresheje ibiganiro bitambuka imbonankubone (livestream shopping) bwahinduye ubuzima bw’abantu. Mu Bwongereza no mu bindi bihugu byinshi, hari abandi bacuruzi benshi bavuga ko TikTok yabafunguriye amarembo mashya batigeze batekereza.
Umwe muri bo ni Manny Malik, ufite iduka ricuruza inyama zubahiriza amahame ya Halal mu mujyi wa Wolverhampton. Mbere yo gukoresha TikTok Live, byamusabaga iminsi itatu cyangwa ine kugira ngo agurishe inyama zifite agaciro ka £8,000 (asaga miliyoni 15 FRw). Ubu, iyo akoze livestream y’amasaha atatu gusa, ashobora kugurisha izo nyama zose mu kanya gato.
Manny avuga ko abakiriya benshi bamurebera kuri TikTok babanza kubaza ibibazo ku bwoko bw’inyama, uko zibikwa n’uko zitegurwa, bikabaha icyizere cyo guhita bazigura. Uyu mucuruzi yavuze ko ubwinshi bw’abakiriya bwatumye afata icyemezo cyo gufungura ishami rya kabiri ry’iduka rye mu mujyi wa Stoke.
Kuki abantu bakunda kugura bareba livestream?
Impuguke mu by’ubucuruzi zisobanura ko abantu bagirira icyizere ibicuruzwa babonye biri kwerekanwa imbonankubone kurusha amafoto asanzwe.
Iyo umucuruzi yerekanye uko igicuruzwa gikoreshwa, akerekana ubuziranenge bwa cyo kandi agasubiza ibibazo ako kanya, umukiriya yumva afite amakuru ahagije yo gufata icyemezo.
Ni na yo mpamvu ibigo bikomeye nka Amazon, eBay, Instagram na YouTube byatangiye gushyira imbaraga mu buryo bwo kugurisha hakoreshejwe livestream, kuko babona ko ari bwo bucuruzi bw’ejo hazaza.
Ubushakashatsi bwa Savvy Marketing bugaragaza ko abantu benshi bo mu cyiciro cya Generation Y na Generation Z bavuga ko iyo babonye igicuruzwa kiri kurangira cyangwa abantu benshi bakigura, bibatera ubushake bwo kugihita bagura.
Amahirwe iri koranabuhanga rifitiye Afurika
Nubwo TikTok Shop itarakwira mu bihugu byinshi by’Afurika, impuguke zemeza ko ari ikibazo cy’igihe.
Mu Rwanda, urubyiruko rwinshi rusanzwe rukoresha TikTok, Instagram na Facebook mu kwamamaza imyenda, inkweto, ibikoresho by’ikoranabuhanga, ibikoresho byo mu rugo, amavuta yo kwisiga n’ibindi bicuruzwa.
Abahanga bavuga ko niharamuka habayeho uburyo bworoshye bwo kwishyura kuri interineti no kohereza ibicuruzwa mu gihugu hose no hanze ya cyo, abacuruzi bato bashobora kubona isoko rinini kurusha iryo bafite ubu.
Ibi bishobora gufasha urubyiruko rwihangiye imirimo kongera abakiriya, kongera umusaruro no guhanga imirimo mishya.
Hari n’ingaruka zikwiye kwitabwaho
Nubwo ubu buryo bufasha abacuruzi, impuguke mu by’imari ziraburira ko bushobora gutuma abantu benshi bakoresha amafaranga batateganyije.
Ikigo Money Wellness, gitanga ubujyanama ku bijyanye no kwirinda imyenda, kivuga ko livestream shopping ishobora gutera abantu kugura ibintu kubera amarangamutima aho kubigura kubera ko babikeneye.
Rebecca Lamb, ushinzwe itumanaho muri icyo kigo, avuga ko iyo umuntu abonye igicuruzwa kiri kurangira cyangwa yumvise umucuruzi avuga ko hasigaye bike, ubwonko bwe buvubura imisemburo ituma yumva ashaka guhita akigura.
Iyo hiyongereyeho uburyo bwo kwishyura ukanze rimwe gusa (one-tap payment), umuntu ashobora kwisanga amaze gukoresha amafaranga menshi atabanje kubitekerezaho.
Inama zo kwirinda kugwa muri uwo mutego
Impuguke zigira abantu inama yo kudahita babika amakuru y’amakarita ya bo muri porogaramu zo guhaha, kuko kubanza kongera kuyandika bitanga umwanya wo gutekereza niba koko icyo kintu gikenewe.
Basaba kandi abantu kutemera guhatirwa n’amasaha abarirwa inyuma cyangwa amagambo agaragaza ko igicuruzwa kiri kurangira, kuko akenshi biba ari uburyo bwo gukurura abakiriya.
Ni byiza kandi kugena ingengo y’imari y’ibyo umuntu ashobora kugurira kuri interineti buri kwezi no kwandika amafaranga amaze gukoresha kugira ngo atarenza ubushobozi bwe.
Isomo rikomeye Daisy Kelly atanga
Mu myaka itanu gusa, Daisy Kelly yavuye ku meza yo mu gikoni kwa nyina agera ku rwego rwo kuyobora sosiyete yinjiza miliyoni esheshatu z’amapawundi ku mwaka.
Inkuru ye igaragaza ko ubucuruzi bw’iki gihe budashingira gusa ku kugira amafaranga menshi cyangwa inyubako zihenze, ahubwo bushingira ku gitekerezo cyiza, kumenya ikibazo cy’abakiriya no gukoresha neza ikoranabuhanga.
Abasesenguzi bavuga ko uko isi ikomeza guhinduka, abacuruzi bazatsinda ari abazashobora kugera aho abakiriya bari. Kuri ubu, abakiriya benshi bari kuri telefoni za bo no ku mbuga nkoranyambaga.
Ni yo mpamvu Daisy Kelly, Manny Malik n’abandi batandukanye babaye ibimenyetso by’uko ikoranabuhanga rishobora guhindura ubuzima bw’umuntu mu gihe aryifashishije neza.
Ariko kandi, iryo koranabuhanga risaba ubwitonzi ku baguzi, kuko nubwo ryorohereza abantu kubona ibyo bifuza, rishobora no kubakururira gukoresha amafaranga arenze ubushobozi bwa bo.
Muri rusange, livestream shopping iri kwihindura imwe mu nkingi zikomeye z’ubucuruzi bwo kuri interineti ku isi. Mu gihe ibihugu by’Afurika, birimo n’u Rwanda, bikomeje gushora imari mu ikoranabuhanga no mu bucuruzi bwo kuri interineti, ntibitangaje ko mu myaka iri imbere hazagaragara abacuruzi benshi bazubaka ubukungu bwa bo bifashishije uburyo nk’ubwo Daisy Kelly yakoresheje, bakava ku bitekerezo bito bakagera ku masosiyete yinjiza miliyari z’amafaranga.
Ibitekerezo