Emilia Vexler
03/05/2020 - 17:11
- Clarín.com
- Society
From the cell phone, with a credit card, more frequently and pointing to everyday items. This is how Argentines buy online today. With more users who were encouraged to do so and moved between the web and physical stores before completing the operation, online purchases grew 76% in 2019 , above annual inflation (which was 53.8%) . Sales volume exceeded one billion pesos a day.
The data were presented Thursday by the Argentine Chamber of Electronic Commerce (CACE) based on the annual report on the operations registered in Argentina during the past year.
In 2019, 146 million products were sold, 22% more than in the previous year, through 89 million purchase orders ( 12% more than in 2018). The average ticket was $ 4,500 . In addition, since CACE explained to Clarín , more than 828 thousand new buyers were added and attributed it to the fact that Argentines now rely more on online commerce. In fact, 25% of them said they were "extremely satisfied . "
The 5 items that most invoiced in eCommerce were Passages and tourism, TV and telephony, Food, drinks and cleaning supplies, Household items and appliances .
As expected, the use of mobile devices continues to rise . It grew both to conduct product searches (54% in 2019 vs. 45% in 2018) and to complete the purchase (43% in 2019 vs. 35% in 2018). On the other hand, using the computer decreased significantly (56% in 2019 vs. 65% in 2018). From the hand of the mobile, it was the apps that gained the most ground: 22% of the users made at least one purchase in this way.
But not everything is virtual. The trend shows that more and more buyers move between the online and offline world to finalize the purchase: they consulted on the web before going to the store to buy the product.
In turn, they buy more and more products on the Internet every day, such as supermarket products.
“ Two out of three consumers buy (at least) once a month, well above 2018 . We also observe that delivery apps begin to have greater prominence, as has happened with the use of marketplaces (which can be Mercado Libre or Garbarino or Frávega's own pages), responding to an increasingly demanding consumer in delivery times ”Said Gustavo Sambucetti, institutional director of CACE.
Why did Argentines buy online more times than in 2018? From the Chamber they say that it was not only for the discounts of specific days of campaigns such as Hot Sale and CyberMonday - only 18% indicated it as a reason - but that they did it because they found it “easier” (69%), "It is possible at any time" (53%) and that "improved shipping."
And the negative side? Respondents pointed to delays in deliveries and the low variety of means of payment .
Last year the payment with debit cards that was growing (only 6% used them) stagnated. The credit card remains the main means of payment chosen, with 78% , followed by cash payments (11%). The mix is completed by electronic wallets and bank transfers (5%).
It highlights a growth in the amount of fees chosen, driven by the reappearance of financing options. 22% of the buyers opted for the 12 installments, while the use of 13 to 18 installments grew 8 percentage points , and the payment in 2 installments was delayed by the same proportion.
While 65% choose home delivery, the options where they approach to pick it up grow considerably.
As delivery modalities, the stores that participated in the study indicated in the first place the withdrawal in store (50%) , followed by home delivery (39%) and withdrawal at the logistics operator branch (9%).
A remarkable fact is that in the supermarkets and pharmacies the orders and delivery apps (Rappi, Glovo, Orders Now) appeared as a new protagonist, which represented 28% of the total purchase orders and 8% of the turnover of those categories.
DD
