Uuel entrepreneurial spirit is more alive than ever and if there is a country where that is breathed every day, it is Argentina. Employing here is synonymous with adapting, reinventing and finding opportunities even in the most challenging contexts. And in the digital world, those skills are rising.
Today, undertaking implies much more than offering a quality product or service, is to encourage to challenge their own limits. Consumers changed: What was previously a transactional purchase is now a community experience. The brands that manage to connect with their community, understand their emotions and accompany them in their journey, are the ones that make a difference.
The sustained growth of electronic commerce in Argentina reflects this transformation. According to the Argentine Chamber of Electronic Commerce (CACE)in 2024 the ecommerce billing grew 181%. However, behind this figure there is a deeper evolution and that is that the new ways to discover, evaluate and decide a purchase, force brands to rethink their commercial strategy. This new paradigm can be thought of as a “Infinite loop” of commerce, a dynamic process that travels from the discovery of a brand to the purchase, the subsequent analysis and the active participation of the community. Each point of contact matters, and must be designed with focus on the user experience.
On that tour, the community meets a central role. The call Community Commerce –The digital mouth driven by recommendations, user generated content and social networks interaction – is molding purchase decisions in all segments. Brands that manage to promote an active community, aligned with their values and proposal, not only generate confidence; They build long -term loyalty.
In this context, digital platforms meet a transforming role. There, users not only consume content, but also create it, recommend it and integrate it into their identity. According to Tiktok Insights data, 62% of users generate content after watching a video of another creator, and more than half are willing to buy products or services that discover through entertaining content. For those who are starting to undertake, these spaces represent a strategic opportunity. 70% of users discover new brands on the platform and 92% take some action after seeing content. To this is added a study by Kantar, which reveals that 61% of users have made a purchase after seeing an ad in Tiktok.
This behavior promotes a key trend: the growth of Shoppertainmenta convergence between entertainment and trade that redefines how brand value is built. It is about transforming the time of purchase into an enveloping and emotional experience, where the content not only informs, but also inspires, educates and generates connection. In an environment saturated with stimuli, the brands that stand out are those that manage to entertain, connect and sell, all at the same time.
At this point, the creative couragea quality deeply rooted in the Argentine entrepreneurial DNA that is explained as the ability to experience, break schemes and build a genuine link with the audience. In an increasingly competitive market, authenticity and transparency are no longer differential, but basic expectations.
Faced with this scenario, entrepreneurs have the opportunity to adopt a strategic and proactive approach. Some keys to capitalize this context:
- Prioritize customer connection: Understanding your needs, emotions and expectations.
- Foster active communities: They participate, recommend and co-create next to the brand.
- Integrate entertainment and value content: to attract, inspire and loyalty audiences.
- Hold authentic communication: Clear, honest and consistent with the identity of the brand.
- Be open to experimentation: quickly adapting to new dynamics and formats.
The future of trade is being defined in real time. Platforms, behaviors and preferences change with speed, and those who manage to anticipate, innovate and connect from the genuine will be those who mark the course.
Successing today is to understand that the differential is not only in the product, but in the experience that surrounds it. And the good news is that there were never so many tools and platforms to make it possible as now.
General Manager of Tiktok for Business for Southern Cone.
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
