He Appliances market It grows at an accelerated pace with the online channel as the protagonist. According to a private survey, Almost 6 out of 10 products in the field are sold through the Internetwhile billing grew 41% in units.
Dual dynamic in consumption is exhibited in an increasingly clear way. Durable goods maintain a level of growth that leave according to the sector. While the Mass consumption grew 0.5% In the accumulated from January to May, the electro market evolved in 41% During the same period.
According to the extensive survey that throws the NIELSENIQ Consultantthe performance of the sector is strongly leverage by three factors: deceleration of inflation, recovery of purchasing power And above all, quotas No interest, product of access to credit and rates lower.
Thus, the study reflects as while the inflation March was 3.7%he salary went up 2.5% But the prices of the products included in the “Electro” area down 4.6%. In April the price variation was 2.8%the salary rise of 3.2%and the fall in the values of the products in the sector was 3.3%. For its part, Mayo marked inflation of 1.5%, an increase in salaries of 3.2% and a downward adjustment of these assets of 1.1%.
In the universe of appliance and technology products, the online channel currently represents 56% of the units sold and 46% of billingpositioning Argentina as the third country that records the greatest participation of this sales channel in both areas, after Brazil and Chileboth with 47% of the billing.
The incorporation of cellular As a means of buying and sale is crucial: 63% of respondents He claimed to use the mobile device to buy online.
Miracles binCustomer Success Lead in Nielseniq, explains that it is a “significant change” in consumption habits within this specific sector.
“The recovery of the appliance market is explained by several Macroeconomic and commercial factors: greater financing and access to credit, with the reappearance of lower fees and rates, improves in the assortment of available products and deceleration in the prices of the item, which makes purchases more accessible, ”explains the specialist.
In that sense, he also points out that this phenomenon “It is not necessarily linked to an accumulation of stock of previous years“, But rather a” macroeconomic issue “that favors the consumption of durable goods.
What are the products that star in the sales of the sector
When the data breaks down, sales growth is recorded 61% white line during January – May 2025 against the same period in 2024, acquiring prominence the refrigeratorsthat they sold 90% more. 34% of the assortment are new items, regarding the commercial opening provided by the National Government. Non -frost frosts grow 143% and represent 57% of the billing.
Other examples are Disarropaswith a 251% sales rise and an increase in the 40% assortment, or Freezers which marked a 94%rise, with a 23%variety setting.
The products contained in “Small appliances“They also grew up. They sold a 367% More fryers, 72% more vacuum cleaners and the same in coffee makers. The “Robot” segment is the second best for units, climbing two positions January-March 2024.
Finally, in The IT segment are the Notebookswhich marked a sale rise in units of 94%, driven by the growth of products with minor prices AU $ S400 (limit by which they are not adhered taxes if they are brought from abroad). In turn, sales of computers desktop rose 160% since the gaming segment represents 50% of the billing of the category.
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The cell phones They star in the best -selling category in units and billing within the IT sector, with a rise of 46% in units, 5 participation points earn with average price in dollars higher au s400, while 50% of models sold in 2025 are new items. To close, the sale of televisions grew 42% in units, motorized by the range of 54 to 60 inches. 38% of models sold in 2025 are also new items.
The difference that specialists make regarding mass consumption
Likewise, BIN also distinguishes that this dynamic should not be confused with the behavior of mass consumption, such as food or drinks, which works with a different logic: “In that case, the online channel still has a very low weight, with small bases, and it is not the current growth engine,” he replies for scope.
“Therefore, although some weakness is seen in supermarkets or warehouses, That does not mean that there is a massive migration towards the online in mass consumption”, Differently the Nielseniq member after the consultation of this medium, the consultant responds that the weight of online sales of mass consumption products on global consumption is 10%.
Source: Ambito
