In the preview of Cyber Monday 2024the second major discount event of the year, the main e-commerce representatives in Argentina expect a strong rebound in sales, around 15% compared to the same period last year. Scope He spoke with three of the main representatives of e-commerce in Argentina and the region, where they shared the expectation, the news and what areas could be highlighted. Furthermore, they did not stop avoiding the issue of consumption and they talked about the role that electronic commerce represents in the improvement of economic activity, in a very recessive first semester for all sectors.
Franco Radavero, Country Manager of Tiendanube in Argentina spoke with Scope where he highlighted that in recent months e-commerce went in the opposite direction of what was seen in other private consumption indicators, especially retail. “Every month we see sales grow. If we look at August and September, they are 38% up compared to the same period last year in transactions. October is already 29% up year-on-year“he explained.
According to their analysis, this growth that e-commerce maintains over sales in physical channels was accentuated in principle because after the pandemic, users became accustomed to using digital channels to make their purchases, in addition to allowing new brands appear on consumers’ radar that were not necessarily in their vicinity.
On this important date, Radavero revealed that they hope that the star promotions They will be 3×1 and 3×2 again, however the return of interest-free installments is what will make the big difference compared to last year. “What will mark this date is the return of financing. We have brands with up to 18 interest-free installments not only in household appliances, but also in travel or in items intended as bazaar items and decoration,” he added. In addition, he revealed: “We could expect 15% growth for Cyber compared to last year , it is possible that he will surprise us again.
Finally, he considered that clothing could take number 1 in sales, while also pointing out areas such as health, beauty, personal care, and a notable increase in sales of sports clothing, products related to recreation and pets.
Returning to the topic of economic activity, for Radavero This year is being very positive for e-commerce. “Low interest rates open the door to consumer financing and the fall in inflation and the stability of the dollar allow for more predictability. Brands today have more product availability, which did not happen last year.”
Mercado Libre bets on 18 installments, express offers and free shipping
Another undisputed leader of the Argentine market is Free market that in this event, it will also bet on financing, a great marketing and communication campaign with express offers that can be seen on television and the great request of users: free shipping.
In dialogue with this medium, Adrian Ecker, Commerce Country Leed of Mercado Libre Argentina and Uruguay highlighted the sustained recovery in consumption in recent months. “Last year, in a context of greater economic uncertainty that stimulated consumption, Cyber Monday achieved a 33% increase in sales compared to the previous month. This year we also project significant growth. This year, more than 25 thousand new sellers and 1.5 million new buyers joined the platform.”
Finally, in terms of items, Ecker considered that electronics and appliances will continue to be notable in terms of units sold. “We know that the offers and financing possibilities make this one of the most visited categories by users. The TV, Notebooks and Air Conditioning categories will have very important offers, in addition to opportunities in products within the fashion category such as footwear and beauty products”.
E-commerce is not only growing in Argentina, but also in the region
Marcos Pueyrredón, President of the eCommerce Institute and coFounder & Global Executive SVP of VTEX also spoke exclusively to Scope on the eve of this key event for the sector.
“Today, although growth is no longer as explosive as in the first years of the pandemic, it remains stable and has sustained growth that exceeds the average in several Latin American countries. I remember that some time ago we struggled to achieve double digits. of online penetration in final sales, today, we can say without hesitation that Online and offline are fingers of the same hand, where the weight of digital channels in retail commerce is already 18% of the total sales. at the B2C level and has nothing to envy of more developed countries in the West,” explained Pueyrredón.
On the other hand, Pueyrredón pointed out the important change that brands had to make to adapt to a customer who increasingly seeks personalization: “retailers, brands and ventures have had a constant for some time and it is the challenge of improve user experience, simplify purchasing processes and adapt to the expectations of a demanding, omnichannel customer. This involves optimizing the navigability on platforms to offering secure payment options and fast delivery.”
Regarding Argentina, he concluded: “In the region, Argentina is one of the countries whose ecosystemis making the greatest effort in adoption and integration of artificial intelligence and data analysis to personalize the shopping experience and improve logistics, an increasingly urgent demand to maintain competitiveness in e-commerce and attract consumers who expect speed and ease in their digital purchases.”
Source: Ambito
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