"I bought it online"This is a phrase that has recently been heard to be difficult to believe that online store represents only 5% of sales across the country. The feeling is different, as e-commerce grows and consolidates every year, as it is in line with by redirecting digital technology to our lives. This is evidenced by the figures published by the Argentine Chamber of Commerce for Electronic Commerce (CACE) this Thursday in its annual report prepared by Kantar TNS consulting firm: in 2018, 25% more products were sold than a year earlier, and. t there are more Argentines who bought online online at least once a month.
It also got the basis (and promises to continue this way, they said in the presentation) the method of payment, which still had a small online presence in 2017: debit card, whose use online has increased from 1% to 7%.
But because e-commerce in Argentinean reality is more important, too It reflects the economic crisis. According to the CACE report: leisure-related products needed little space, something that is expected in the inflation context, and the depreciation of real wages.
Thus, several items of daily use or related to daily needs reached a quantum leap relative to 2017. This is an example of purchases beverages, food and cleaning aids, which increased by 63% compared to the previous year. In the presentation of CACE, Gustavo Sambucetti, the institutional director of this subject, explained that "there are more people who carry out their programmed supermarket shopping online".
Even more Argentines won children's products online rather than personally walking into conventional spaces. "Maybe they went to look at prices and products on the company, or more, and consulted online, but ultimately decided to buy online," explained Sambucetti. The increase in this area is remarkable, 82%and includes items such as children's clothing, baby accessories and toys.
Purchases Cosmetics and perfumery products, which increased by 72%. Part of this increase is associated with a small one boom these products among young people. Since it is still stable – as in the CACE report for 2017 – it is a very classical division in the purchases of men and women (technology, tools, accessories for cars and sportswear, tickets for exhibitions, clothing) for personal care) Millennium from target textiles and online courses, to telephony, cosmetics and personal care purchases. To see this latest phenomenon, it's enough to chew your social network for a while …
The second point that has risen is materials and construction tools: its place in total online sales is small (1%), but increased year-on-year by almost 70%. Are buyers buying in bulk? "No, this is the possibility of individuals," CACE assured Clarin.
Sambucetti drew a line that links hikes in these areas with more offer: "Not only are there more people who buy online, there are also many more people and businesses who offer these products online."
Of course, items that account for 50% of all internet purchases are still (as in other years) tourism, electronics, furniture and decorative items. However, the increase in the turnover of these items does not show such significant growth, which is in line with the fall in mass consumption in 2018 of 1.8% (Kantar Worldpanel consultancy data).
Although CACE reports that the sales of the companies it represents increased by 47% In 2018, 156,300 million pesos were spent in 2917 and 229,760 million pesos, Sambucetti admitted, which is somehow obvious: "With regard to inflation, we can say that we are bound"
How does an Argentine buyer move? The report states that there were 79 million orders, which is 32% more than the year before. They searched for and made concrete more purchases via mobile phone in 2017 (from 39% to 45%), which corresponds increasing the use of shopping applications, although what is really true is the city. The process starts with 83% of the consumption.
Those who buy at least once a month ranged from 42% in 2016 to 49% in 2018. In the same ratio it's down e-shoppers "Occasionally", who buy, perhaps, every six months.
In the presentation, Valeria Forwe, senior consultant from Kantar TNS, focused on "the largest maturity"What Argentine e-commerce is doing:" Before that, we were asking people about the disadvantages of online shopping and there were always two problems. Now they only mention one. "He pointed out that" little security for payments and in the handling of data it was listed by fewer customers: they decreased from 15% to 9% during the year.
Finally, the average cost of each transaction occurred 2,900 pesos, 12% more than in 2017.
But in Argentina not everything online: The report also states that credit card payments have fallen from 92% to 78% and that, in addition to receiving a land load, cash payments have increased, which now accounts for 11% of purchases (compared to 7% in 2017).
Are many, most (54%), decide to close this process by withdrawing "at the point of sale". In CACE, these data were interpreted: "This can weigh up the economic issue, but it's mostly to cope with the time when the product is withdrawn." You are striving for greater comfort"