Internet presence matters for SMEs
Digital growth has reshaped how products are made and consumed across industries and communities. While exact figures vary, billions of online queries happen daily on search engines like Google. In today’s market, being off the web can feel like you do not exist to potential customers.
In Spain, small and medium-sized enterprises form 99.8% of the business landscape and account for about 66% of total employment. About 65% maintain a website, online store, or e-commerce platform as their main sales channel. While this percentage seems modest, it surpasses the world average of 61% reported by Spain’s GoDaddy Digitalization Observatory for 2023. A solid minority already leverages digital channels at scale.
Google and other search platforms offer a suite of tools designed to streamline operations and automate many tasks. These resources help businesses spot trends, refine marketing strategies, and access essential documents and information whether online or stored in a digital repository. The value is not just in storage; it is in fast access to insights that can inform decisions in real time.
That is why embracing new technologies and digitalization is crucial for the broader entrepreneurship ecosystem. This urgency helped inspire the Digital Kit initiative as part of Spain’s Next Generation EU funds. The program provides direct support to SMEs, micro-enterprises, and self-employed individuals. It helps them boost online activity through website creation or enhancement, e-commerce development, and stronger social media presence while assisting financial partners like Banco Santander access these resources.
How to adapt to digitalization?
Every business is unique, and their digital journey varies by industry and maturity. Yet the shift toward digital operations is not optional; it is essential to stay competitive. Planning is key to tapping into opportunities such as digital banking, simplifying interactions with public administrations, adding new sales channels, boosting productivity, reducing production costs, and expanding revenue streams.
Organizations should identify priorities and map the processes that can be digitized to optimize resources and automate repetitive tasks that do not add value. Equally important is safeguarding online environments to protect the company, its reputation, and its customers. The data generated by digital operations offers real-time analytics that help leaders measure results and adjust as needed.
To support the integration of technology in business and personnel management, a scholarship program partnered with a major university offers guidance for managers navigating virtual environments and the digital landscape. The program aims to help SME leaders understand the tools and practices needed to succeed in a changing environment.
The importance of a professional website
Having an online presence opens doors to new markets and enhances competitiveness. A well-crafted site makes it easier for people to discover products and services among thousands of daily queries and to connect with the business directly. A professional online space enables an SME to showcase offerings, compete across industries, and reach potential customers.
Online presence, including marketplaces, removes traditional limits of time and geography. Customers can browse and purchase at any hour, allowing the business to expand reach far beyond physical hours. A well-designed website is a smart investment, and modern platforms offer templates that deliver a strong, practical design without requiring advanced technical skills.
Beyond visibility, a website supports ongoing customer engagement. It enables direct dialogue, helps identify improvements, and reveals new market opportunities. Local regions and multi-segment markets can benefit from focused digital visibility, allowing businesses to grow their footprint without unnecessary complexity.
Social networks and online platforms that complement SMEs
For micro- to medium-sized enterprises to connect with their audience, a presence on the same channels their customers use is essential. Social networks complement a professional website and work with marketplaces and virtual spaces for buying and selling products.
Social channels do more than spread messages. They strengthen brand visibility and reputation, and they become a powerful customer service channel. A vibrant digital community supports the business by providing feedback, sharing experiences, and helping sustain momentum across channels. (Source attribution: industry insights, 2024.)