Purchases made through mobile devices accounted for 50% of total online sales in Latin America in the first quarter of 2018. This was revealed by a study by the eCommerce Marketing company, Criteo, which analyzes the navigation and purchase data of More than 5,000 merchants in at least 80 countries.
The research also showed that merchants that invest in applications and mobile web already register almost 30% of transactions through applications. “The consumer of today is more active and demanding, making use of several screens and devices to be informed, which requires shopkeepers to adopt a data-driven approach to understand each step of the purchase process and ultimately influence in him “, affirmed Alexander Firmino, general director of Criteo for Brazil and Latin America.
According to a report by GFK, a company specialized in market research and consumer knowledge, the ten most visited platforms by Colombians based on the estimated number of unique users registered during the first quarter of 2018 are: Mercadolibre, 18 million; Success, 10 million; Amazon, 9.9 million; Falabella, 9.4 million, Linio, 9.3 million; Alkosto, 8.7 million; AliExpress, 8.5 million; eBay, 8.1 million; Homecenter, 7.8 million; and Wish, 6.8 million.
“Two players clearly manage to capture more interest from the audience, on the one hand, Mercadolibre that remains the absolute leader in scope and continues to grow slowly, while on the other hand Wish accelerates its growth at a dizzying pace,” said Fabian Tejera, director of Media & Digital of GFK.
If we take as a reference cyberlunes, held on 17 and 18 April, the categories most viewed by Colombians are technology (18%), fashion (16%), travel (15%), cell phones and tablets (13 %), household (8%), other (7%), household appliances (7%), sports (6%), health and beauty (5%), babies and children (2%), services (1%), food (1%) and automobiles (1%).
Regarding the visits by gender to the web page of cyber lunes, women took the lead to men with 54% compared to 46%, according to the Colombian Chamber of Electronic Commerce (CCCE).
The executive president of the CCCE, Victoria Virviescas, reported that the cyber lunes website received more than 1,200,000 visits, an increase of 90% compared to the event held in June 2017. “This tells us that more and more Colombians are approaching to electronic commerce, which strengthens the digital economy in the country, “says a press release from the CCCE.
The organization estimates that by the end of 2018 e-commerce in the country will grow by more than 25% as it has been doing in recent years (see Parentheses).
Firmino said that although Colombia is emerging as one of the countries with the best projection, it expects sales through e-commerce channels to continue to develop in most of the region. “According to a recent study by eMarketer, in 2019 the number of Latin American digital buyers will reach 151.1 million with Mexico, Argentina, Brazil and Colombia in the lead,” he explained.
Although there are still challenges ahead, according to the general director of Criteo for Brazil and Latin America, among which he mentioned: the low use of credit cards, poorly developed delivery systems and laws and government restrictions. “Governments must change their legal framework to allow creating better conditions for online and cross-border commerce,” he concluded.