The acceleration of e-commerce doesn’t stop. After the phenomenal boost during the pandemic, in 2022 There were 11 million online transactions, which represents a real growth of 10% over the previous year. This is the main conclusion of the eighth edition of NubeCommerce, an annual report prepared by the Argentine unicorn Tiendanube, which collects and analyzes data from the more than 45,000 brands operating on that platform.
“The average ticket per purchase was $10,366 in the year ending and mobile purchases are consolidated with 76% of total sales“, says the study, which allows you to visualize the behavior of electronic consumption. Businesses connected to this ecosystem across the country “have revenues of 117,240 million dollars, which represents a total of more than 321 million dollars per day,” underline the report authors.
E-commerce has reached levels not seen since the start of the coronavirus pandemic and quarantines. The reopening of businesses and the normalization of commercial activities have not stopped this progress. The report identifies the 3 categories with the highest number of sales in the last year: clothing: 37%, fashion accessories: 8% and health and beauty: 7%.
As far as consumer behavior is concerned, most of the sales (3 out of 4) were channeled through the mobile phone. The rest was done through computers. “These results reflect how shopping via smartphone or tablet is no longer a trend and is consolidating as the preferred option for users,” the study indicates. Hence the recommendation for brands to operate according to the modality “mobile first”In other words, they prioritize smartphones for their business actions.
About the means of payment, credit card and personalized payment have been the most used mechanisms to pay for one’s purchases, respectively with 63.2% and 21.5%. The surprise of 2022 was that the debit card (5.8%) was replaced by account money in digital wallets (6%) and ranks third among the mechanisms for canceling purchases.
The delivery of the goods is another of the points that the report analyzes. In this sense, the option that stands out the most isl In-store collection, which continues its downward trend for the third consecutive year. “In specific numbers, the study shows that in 2019, 29% of online store shoppers chose in-store pickup as a way to access their purchases, a percentage that decreased to almost half in 2022 (15%). ”, they explain.
Social networks continue to be the undisputed allies of business and represent the main highway and promotional channel for increasing turnover. According to NubeCommerce, 41% of trades were done this way. “Of the total of these sales, Instagram leads 88%, while Facebook rounds out the total with 12%,” they explained. The same happens with the big online promotions, among which HotSale and Cybermonday stand out.
The study expects online sales growth to continue this year across the region. “In the case of Argentina, according to prestigious international studies, e-commerce has a projection of annual growth of 20.7% until 2025 and today it ranks 4th among the countries with the greatest development potential worldwide” indicates Franco Radavero, Country Manager of Tiendanube in Argentina.
Source: Clarin
