In the last year, online sales have had a similar pace to that recorded by consumption in physical stores. More transactions were measured on the web units, but with a lower average ticket compared to 2021.
Furthermore, more people bought but less frequently, according to the study carried out by Kantar Insights for the Argentine Chamber of Electronic Commerce (CACE), which analyzed demand through 1,100 consumer surveys (mostly middle class) and supply, according to the participation of 279 businesses that sell both online and in person.
One of the first conclusions of the survey is that, in the last year, in a context of expansion of the population connected to the Internet, More than a million buyers have joined the channel. Thus, in total, there were 21,828,205.
The positive data highlighted by the CACE demonstrate this in 2022 422 million products were sold, 11% more compared to the previous year. And this happened through 211 million purchase orders (8% compared to 2021).
However, the average ticket purchase was $13,488. This is Billing was $2,846,000 million ($5.4 million per minute), 87% higher than in 2021 against 94.8% inflation, according to INDEC. This is where it becomes apparent that people have reduced their level of spending.
But issues of deteriorating purchasing power weren’t the only obstacle. Even virtual sellers have suffered the regulatory constraints (fewer products available due to lower level of imports) e tax problems. However, based on demand, “eCommerce continues to grow and establishes itself as an increasingly widespread purchasing habit among consumers”, underlines Gustavo Sambucetti, Institutional Director of CACE.
The work also highlights that more and more consumers have regular purchasing behavior. “Yes, OK the daily continuity of acquisitions slows down compared to 2021users who continue to operate at least once a month remain stable, which indicates that e-commerce is becoming a habit with more regularity,” commented María Eugenia Ardura, analyst at Kantar.
Among other peculiarities of this type of consumption, the analyst commented that users prioritize simplicity in the purchasing process and that 63% of them consult prices in advance from their phone.
He also highlighted that the most used payment methods are credit card (76%) in primis, debit card (8%), electronic wallet (4%) and cash (11%) during receipt or product withdrawal.
Another differential aspect is that “in 2022 there was a funding reduction in more than six installments compared to 2021,” said the analyst.
The articles that have billed the most in the virtual channel, according to information from the Chamber, were tickets and tourism which represents 22% of total turnover and records a growth of 260% compared to 2021; food, drinks and cleaning products, with a 15% stake and an 86% increase; audio, image, console, computer and telephony equipment; household items (furniture, decoration) and household appliances (white and brown line), up 67% compared to 2021.
However, the most popular categories or those with the highest sales volume turned out to be sports and non-sportswear, which have remained leaders since 2020. A feature of the last year, and which shows the greater willingness of people to leave their homes after the pandemic, has been the increased demand for tickets for shows and events who joined the top 3 of the standings.
The entry that continues to climb positions is Tickets and Tourism. However, the reduction in ticket purchases in this segment was seen in “greater demand for domestic products and less for international travel,” Sambucetti said.
From e-commerce expectations for this yearthe manager stated that “the number of transactions is bound to grow because in the face of the current economic situation, people are looking for prices and also because, given the electoral situation, people will consume more.
NEITHER
Source: Clarin
