According to the survey conducted by GfK, in the period from January to June, the total home appliance market showed a 33% drop in sales, compared to the same period in 2023.
It is worth noting that the year-on-year contraction was reduced in the second quarter of the year (Q1 – 39% vs Q2 -27%). In the online channel, the contraction was significantly lower than in the offline channel (-19% vs -37% respectively).
Segmentation by sectors
Telecommunications: the most impacted sector with a year-on-year contraction of -49%. Small Appliances (-22%) and Air Conditioning (-20%): the sectors least affected, which allowed them to increase their share of units sold in the total market.
“In terms of sectors, the most affected by the fall are Telecom and Línea Marrón, which includes categories such as Cell Phones and TV, the two most sold. These sectors registered decreases in both units and billing, contributing significantly to the 33% drop. In the sales mix, that is, in the total distribution of units sold, they also lost share in both volume and revenue,” said Milagros Bin, Retail Vertical Customer Success Leader Argentina and Regional of NielsenIQ. She added: “In the smartphone segment, cheaper options and alternative brands are growing.”
E-commerce vs. physical commerce
He online commerce has increased its share of total sales, with an increase of 5 percentage points and growing 2 points in turnover versus 2023. Although it decreased by 19% compared to the previous year, while the Offline commerce recorded a 37% decrease. Although there is a drop in consumption, the Hotsale boosted sales and consumers’ preference for online shopping can be observed.
Source: Ambito
