E-commerce does not escape the general effects of the economy. Although online sales have increased in terms of units sold, Billings in 2023 increased by 175% ($7,829,000 million), i.e. remained below inflation which accumulated an increase of 211% according to Indec. Therefore, this year, which began with depressed consumption, sellers are betting on a battery of discounts, promotions AND odds that are able to generate more sales.
The good news is that ecommerce recorded a record number of new users who signed up to the channel in 2023. According to the results of the latest Annual Study presented by the Chamber of Electronic Commerce (CACE), there are 1,419,784 new buyers who they chose the site to purchase, rising to a total of 23,247,989.
Furthermore, in the last year, More than 489 million products have been sold through 234 million purchase orders, representing an increase of 16% and 11% respectively compared to the previous year.
According to the results of the study, “daily net purchases are maintained with a slight increase in those who purchase several times a week. Furthermore, six out of 10 respondents said they made at least one online purchase per month. Daily use items, or those who purchase between once a week and once a month, reflect a slight increase of 16% in 2023 (compared to 15% in 2022)
Finally, regular customers, who make purchases every week, recorded a slight decline of 39% in 2023 (vs. 42% in 2022). Occasional shoppers, who purchase every 2-3 months or less, see an increase from 42% in 2022 to 45% in 2023.”
“It is observed that there are more buyers who operate occasionally as well as more consumers shopping via e-commerce at least once a week, reflecting that the digital economy continues to consolidate,” the Chamber report notes.
What are the five items that have sold the most?
1) Tickets and tourism: was first, with $1,671,045 million in revenue. This represents 21% of the total and shows growth of 162% compared to 2022.
2) Food, drinks and cleaning products: 1,172,585 million dollars, represents 15% of total billings with a growth of 179% compared to 2022.
3) Household items (furniture, decorations): $942,553 million, a 12% share and 178% growth compared to 2022.
4) Audio equipment, images, consoles, IT and telephony: $924,469 million with a 12% stake and 143% growth over 2022.
5) Household appliances (white and brown line): $564,687 million, represents a 7% stake and grew 202% compared to 2022.
According to Gustavo Sambucetti, institutional director of CACE, “the balance of electronic commerce is positive. Not only for new buyers, the increase in purchase orders and products sold; but also for other more qualitative indicators. For example, the improvement of companies in terms of performance, in 2023 30% of deliveries were resolved in less than 24 hours, which was initially unthinkable”, he commented.
As for the categories with the highest volume of products sold, the Top 3 contains the same categories as in 2022, only the order changes. Tickets for shows and events he moved from third place to the lead of the standings while Dress (non-sportsman) took the opposite path, for his part Clothing and sporting goods remain in second place.
According to the survey, this has become evidentUsers give priority to consumption related to leisure and experiences. Because after two years of progression in the ranking, the Tickets for shows and events category managed to get on the podium. Furthermore, sports and non-sportswear managed to remain in a good position in the latest measurements, while the Mobility and Transportation categories, along with Beauty and Personal Care, continue to improve their performance.
During the presentation of the study, Andrés Zaied, president of the Chamber, commented that, in the coming months, certainly The business will not be immune to the ups and downs of the economy. “This is not 2007, when we were still growing. However, there is an opportunity to continue to attract users with new categories and improvements in existing ones,” he said.
Therefore, this year’s idea is resume use of promotions and add consumption quotasunlike what happened in 2023. According to Sambucetti, “when there is funding, users react quickly” taking into account the accessibility this implies for some products,” he said.
Source: Clarin
