{"id":8225,"date":"2026-09-17T13:03:15","date_gmt":"2026-09-17T11:03:15","guid":{"rendered":"https:\/\/wam.global\/wam-room\/\/?p=8225"},"modified":"2026-09-18T22:26:31","modified_gmt":"2026-09-18T20:26:31","slug":"black-friday-ecommerce-historia-preparacion","status":"publish","type":"post","link":"https:\/\/wam.global\/es\/wam-room\/black-friday-ecommerce-historia-preparacion\/","title":{"rendered":"Black Friday: Historia y claves para preparar un eCommerce de \u00e9xito"},"content":{"rendered":"<ul>\n<li>De los n\u00fameros rojos a los negros, el comercio convirti\u00f3 Black Friday en el s\u00edmbolo del arranque de uno de los periodos de mayor actividad comercial del a\u00f1o.<\/li>\n<li>En noviembre de 2025, los clientes de WAM alcanzaron 560.000 pedidos, un 85,8 % m\u00e1s que el a\u00f1o anterior, y 50,8 millones de euros en ventas.<\/li>\n<\/ul>\n<p><strong>Aunque Noviembre y su m\u00edtico Black Friday todav\u00eda queda lejos en el calendario<\/strong>, para muchas marcas la campa\u00f1a ya ha comenzado. <strong>Septiembre es el momento de empezar a preparar promociones, prever la demanda y comprobar que todo lo que ocurre detr\u00e1s de una compra online<\/strong> puede responder cuando el volumen se multiplique De esta forma, no todo se juega a una sola carta el d\u00eda de Black Friday.<\/p>\n<p>Desde WAM, con experiencia en la gesti\u00f3n de ecosistemas de eCommerce en distintos mercados, <strong>se\u00f1alan que una estrategia para este Black Friday que no se limita a tirar precios y subir la inversi\u00f3n en captaci\u00f3n,\u00a0 buena parte de lo que sucede durante Black Friday se decide semanas antes.<\/strong> Una fecha que hoy asociamos directamente a descuentos y compras masivas, pero cuyo origen tiene poco que ver con el fen\u00f3meno comercial en el que se ha convertido.<\/p>\n<h3>Cuando Black Friday era un problema para la polic\u00eda<\/h3>\n<p>El t\u00e9rmino naci\u00f3 <strong>en la d\u00e9cada de 1950 en Filadelfia<\/strong>, cuando la polic\u00eda <strong>comenz\u00f3 a utilizar la expresi\u00f3n \u2018Black Friday\u2019 para describir el caos que se produc\u00eda el d\u00eda despu\u00e9s de Acci\u00f3n de Gracias.<\/strong> Miles de compradores, peatones y veh\u00edculos abarrotaban las calles coincidiendo tambi\u00e9n con un importante partido de f\u00fatbol americano.<\/p>\n<p>Con el tiempo, los comercios se apropiaron del concepto y le dieron una lectura m\u00e1s positiva. <strong>El negro comenz\u00f3 a asociarse con los beneficios contables frente a los n\u00fameros rojos vinculados a las p\u00e9rdidas.<\/strong> D\u00e9cadas despu\u00e9s, <strong>el eCommerce convirti\u00f3 aquella jornada local en un fen\u00f3meno global y traslad\u00f3<\/strong> la presi\u00f3n de calles y establecimientos a plataformas digitales, inventarios, sistemas de pago, log\u00edstica y servicios de atenci\u00f3n al cliente.<\/p>\n<h3>La campa\u00f1a se juega antes de noviembre<\/h3>\n<p>Hoy, una buena campa\u00f1a no depende \u00fanicamente del descuento o de atraer tr\u00e1fico a una web. <strong>El reto es conseguir que todo el ecosistema responda cuando la actividad alcanza niveles excepcionales.<\/strong> La <strong>cibersegurida<\/strong>d tambi\u00e9n cobra especial importancia durante Black Friday, cuando se concentran tr\u00e1fico y transacciones y el <strong>avance de la IA<\/strong> facilita ataques cada vez m\u00e1s automatizados y sofisticados.<\/p>\n<p>WAM opera actualmente <strong>m\u00e1s de 75 iniciativas de venta online en m\u00e1s de 12 pa\u00edses<\/strong>, una experiencia desde la que\u00a0 identificar varios <strong>puntos especialmente sensibles antes de afrontar estos picos de actividad.<\/strong> Entre ellos est\u00e1n la <strong>estabilidad y el rendimiento de la plataforma<\/strong>, evitando cuellos de botella que afecten a la navegaci\u00f3n o al checkout. Tambi\u00e9n son clave la <strong>salud del ecosistema<\/strong>, la <strong>correcta sincronizaci\u00f3n del stock<\/strong> y contar con una <strong>cobertura operativa<\/strong> capaz de reaccionar con rapidez ante cualquier incidencia en las horas de mayor tr\u00e1fico.<\/p>\n<p>En noviembre de 2025, los clientes de la empresa alcanzaron <strong>50,8 millones de euros en ventas, con 560.000 pedidos, un 85,8 % m\u00e1s que en 2024, y m\u00e1s de 2,4 millones de art\u00edculos vendidos. Un volumen que pone a prueba tecnolog\u00eda, stock, log\u00edstica, devoluciones y atenci\u00f3n al cliente, y que demuestra que gran parte del \u00e9xito de Black Friday se construye antes de que empiece la campa\u00f1a.\u00a0<\/strong><\/p>\n<blockquote><p>\u00a0\u201cBlack Friday pone a prueba todo el ecosistema que sostiene una venta. La clave es llegar preparados para absorber la demanda y convertir ese pico de actividad en crecimiento rentable\u201d, <strong>explica <a href=\"https:\/\/www.linkedin.com\/in\/cristian-sanclemente-llad%C3%B3-b551508a\/\" target=\"_blank\" rel=\"noopener\">Cristian Sanclemente<\/a>, Technology Director\u00a0 en WAM.<\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>Nuestro equipo de Scale acumula m\u00e1s de 15 a\u00f1os de experiencia en Commerce y productos digitales. <a href=\"https:\/\/wam.global\/solutions\/commerce-experience-to-scale\/\" target=\"_blank\" rel=\"noopener\">Conoce c\u00f3mo ayudamos a optimizar tu ecosistema digital.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>De los n\u00fameros rojos a los negros, el comercio convirti\u00f3 Black Friday en el s\u00edmbolo del arranque de uno de los periodos de mayor actividad comercial del a\u00f1o. En noviembre de 2025, los clientes de WAM alcanzaron 560.000 pedidos, un 85,8 % m\u00e1s que el a\u00f1o anterior, y 50,8 millones de euros en ventas. Aunque [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":8226,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[292],"tags":[214,295,218,276],"solutions":[54],"formats":[274],"class_list":["post-8225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-black-friday","tag-comercio-agentico","tag-ecommerce","tag-ia","solutions-commerce-experience-to-scale","formats-prensa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday: Historia y claves para tu eCommerce - WAM<\/title>\n<meta name=\"description\" content=\"Descubre el origen de Black Friday y c\u00f3mo preparar la infraestructura digital de tu eCommerce para gestionar el pico de demanda\" \/>\n<meta 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