After the boom in online sales in the pandemic, and despite the impact of inflation and the rise of the dollar in pockets,
electronic commerce resists:
according to a private study, 17% more net sales were recorded in 2023.
Argentines buy more online,
but the tickets do demonstrate the drop in purchasing power: on average
, transactions are $25,402, an increase of 144% over what had been registered in 2022 and notably lower than the inflation accumulated in the last year.
The data comes from the latest NubeCommerce 2023/2024, prepared by the Tiendanube platform, which also shows how consumer habits have changed.
The study analyzes the data of the 45,000 stores and brands that sell
through this e-commerce platform, which in
total billed about $335 billion last year
, which in real terms also implies a slight drop in billing. total, since this amount is 186% higher than what was recorded in 2022, when end-to-end inflation reached 211%.
“Electronic commerce in Argentina presents significant growth potential in the coming years.
With penetration still relatively low compared to other countries, there is ample room for expansion and innovation in this sector.
According to Statista, the market value generated by e-commerce is expected to double between 2023 and 2028," said Franco Radavero, Country Manager of Tiendanube in Argentina.
"For brands, this represents a unique opportunity to reach broader audiences, both nationally and internationally, overcoming geographic barriers and reaching consumers who would otherwise be inaccessible," he says.
Tiendanube data may also be a reflection of the behavior of Argentines' pockets
.
When purchasing, 78% of people do so using their cell phone, while 57% prefer to pay with a credit card.
Regarding financing terms, during the first half of the year more than 70% of purchases were made in a single payment, while in the last quarter payments with three installments took the lead.
If analyzed end to end,
65% of Argentines chose to pay in a single installment,
23% in three and only 3% with plans of 12 or more installments.
The item that grew the most in sales was sports, followed by toys and pets, which ended the year with an increase of 18% and 12% respectively.
Other more traditional items of online shopping, such as clothing, decoration or health and beauty, had a more moderate increase in the last year.
Although 34% of sales were made with free shipping, as logistics costs became more expensive, the option to pick up the product in the physical store or the seller's warehouse grew.
Unlike the previous two years, pickup in a physical store, warehouse or location.
In 2023, 24% of purchase orders reached consumers' hands in this way, 9% more than in 2022. However, home delivery continues to be positioned as the option most chosen by 76% of consumers. Argentines.
Finally, the report highlights the growth in the use of Artificial Intelligence on the platform.
In 2023 Tiendanube opted for innovation through the acquisition of Perfit, a provider of marketing automation solutions that facilitates the management, segmentation and sending of emails to contact lists or email databases in a personalized way.
According to the company, brands that used this functionality increased their sales by 17%.
S.N.