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Merkataritza elektronikoa
• Jose Maria Velez de Mendizabal •
[Eusko Ikaskuntzako kudeatzailea]Diotenez, hogeita hamazortzi urte eman behar izan zituen teknologiaren lasterketak mundu osoan hamar milioi telefono zerbitzutan eduki arte. Bideoari dagokionez, bederatzi izan ziren urteak. Internet-eko erabiltzaileen kopurua lehendabiziko hamar milioitara iristeko zazpi hilabete pasatu ziren. Datu horiek adierazgarriak dira, teknologiaren garapenak gure gizartean hartu duen garrantziari dagokionez. Eta dagoeneko jakin badakigu, XXI mendearen lehen laurdenean Internet izango dela munduko merkaturik zabalena. Ez naiz ausartzen, lehendabiziko mende laurdenaren ostean zer etorriko zaigun (zaien) iragartzera, ordurako hurrengo beste iraultza berri baten aurrean aurki baitaiteke gizadia, teknologiak daraman abiadura exponentzialari bagagozkio, bederen.
Diodan bezala, eta hurbileko proiekzioari nagokio soilik, Internet sarea izango dugu merkatu erraldoia, eta honezkero hainbat enpresak epe hurbilerako euren estrategiak diseinatu dituzte, merkatu horretara ahalik eta erarik hoberenean ailegatzeko. Epe ertainean ez da irauterik izango, ziberespazioko merkatal politika zehatz eta sendorik gabe. Edozein produktu sal daiteke sarean eta horrek egundoko iraultza ekarri du hainbat sektoretako merkatal plangintzara. Euskal webguneak ere, era batera edo bestera, preparatzen ari dira sistema berriei heldu ahal izateko, eta —ezagutzen dudanez— badira enpresak aurten milioi pezeta dezente salduko dituztenak, Internet-ek irekitako bideetatik.
Eragiketa elektronikoek e-commerce bezala ezagututako kontzeptua zizelkatu dute. Hau da, merkataritza elektronikoak mugak puskatu ditu eta erabateko aldaketa ideologikoa eragin du transakzio ekonomikoetan. Datuen truke elektroniko apaletik (EDI) salerosketarik sofistikatueneraino, Internet bidezko munduko merkataritza globalizazioaren adierazle garbia dugu. Eta mugimendu ikaragarri honen inguruan, normala den bezala, hutsuneak sortu dira, hainbat arlotan, trenak abiadura handiagoa eraman baitu, trenbidean geltoki egokiak eraikitzeko premiak baino. Ondorioz, ingelesezko argoteko click-wrap agreement-ak azkarrago ibili dira, adibidez, legearen aldetik jarri beharreko oinarrizko arauak baino.
Horrexegatik, munduan badira erakundeak merkataritza elektronikoa gutxieneko arautegi batez babestu nahi dutenak, Merkataritza Elekroniko Globalaren Aldarrikapena, kasu, iaz Munduko Merkataritzaren Erakundeak sortua. Halaber, zenbait estatuk gauza bera egin nahi izan dute, euren enpresen partaidetza arau eraginkorrekin laguntzeko. Adibidez, EEBBetako Merkataritza Bateratuaren Kodea (UCC) edo Milurte Digitalaren Akta (DMA). Arautegi horien zati zabalak bere egin ditu Europar Batasunak. Horrek esan nahi du, merkataritza elektronikoan egon nahi dugun guztiok erregulazio horiek ezagutu behar ditugula, transakzioak lege eta etikaren barruan egiten direla bermatzen joateko.
Munduko herrialde askotan, merkataritza elektronikoa darabiltenen elkarteak sortzen ari dira. ETA (Electronic Trade Association) Estatu Batuetan, AECE (Asociación Española Comercio Electrónico) Espainian eta AFCE Frantzian, esaterako. Elkarte horiek, arloko erabiltzaile guztien eskubideak defendatzen dituzte, teorian bederen, tokiko politikak aukerakoak direla ziurtatzen saiatzen direlarik. Kontuan izan behar da, milioiak eta milioiak inbertitzen ari direla azpiegitura aproposak sortarazten eta, nola edo hala, inbertitzaileek euren diruak aseguratu nahi dituzte, ahal den neurrian. Irabazpide guztietan bezala, arriskua eguneroko ogia da, baita merkataritza elektronikoan ere, eta agian inon baino modu bortitzago batean gauzatua.
Teknologian ematen ari den bilakaera azkarrak merkatal trukean zenbait mekanismoren desagerpena ekarri du. Adibidez, ordezkari edo artekariaren betebeharra historiko izatera pasatu da, horien bitartekotzarik gabe buru baitaiteke salerosketa. Egiaztapen horrek, jakina, joera etikoen estandarizazio konprometituago bat ekarri beharko du. Eta bezero eta saltzaileen arteko harremanetan prozedura desberdinen planteamendua eman beharko da, legearen izpiritu eta hitzari era egokian heltzeko.
Inori ez zaio arrotz egiten, merkataritza elektronikoak oraindik zirrikitu gehiegi dituena. Sareari falta zaion seguritatea handitzen joango da, poliki-poliki. Sinadura elektronikoaren legea urrats handi bat izan da, klabe informatikoaren balioa, edozein dokumentutan eginiko izenpetzearen mailan jarri baitu. Baina, merkataritza arruntean mendetan gertatu bezala, benetako ziurtasuna, salerosketa elektronikako bi aldeetan pertsona duin eta etikoak ari direnean emango da. Sinpleago ezin.
Euskalduon Egunkaria-tik hartuta.