The Argentine Chamber of Electronic Commerce (CACE) will start from the first minute of Monday and for a period of three days, the electronic sales season The most important of the year, the Hot Sale 2022, with a wide participation of companies geographically distributed throughout the country.
The institutional director of the CACE, Gustavo Sambucetti, affirmed that “all regions have brand growth, at 25%; the interior stops being just a buyer to become a seller; which is partly the objective, that the interior sells nationally but above all in Buenos Aires, which is where the largest market is”.
“The companies that are based in the provinces tell you that e-commerce is not to sell where I already am, it is to sell in other areas and they do their homework to make that happen: they set up distribution centers in Buenos Aires, they set up their marketing campaign, beyond the fact that its distribution network is, for example, in the NOA, the match is in Buenos Aries, you have to put together a strategy, execute it and compete hand in hand with big brands already installed”, added the director of CACE
Regarding deliveries, deadlines were improved and dispatch on the same day increased from a 9% share in 2019 to 18% in 2020 and 23% last year, when delivery in 24 hours also became 14% of the options chosen by consumers.
Sambucetti pointed out that “there are two parties in electronic commerce, on the one hand, to meet the demand that uses the convenience modality, which is more for purchases that are less relevant in terms of pesos, but where the speed of delivery is more important”; and on the other hand “there are the purchases that do not change you so much if you receive them now or tomorrow, there you look for prices within the vendors that you trust.”
“That’s the beauty of the Hot Sale, a very concentrated competition in three days and some always have more appetite to sell, out of necessity, or because they have more stock; and that competition is good for the consumer”he indicated.
This year, the so-called Hot Sale 2022 will have the participation of 1,091 companies, of which 200 join for the first time, with the promise of significant discounts.
The director of CACE recalled that “eight or six years ago (to participate in these sales events) it was enough to put the logo on the Hot Sale page and the traffic came by itself” while “today you have to earn the position; put the logo is the ticket to be in the game, to play it and win you have to have a competitive offer, do events within the event”.
Regarding the distribution by items, Clothing leads the offers with 220 brands, against the 201 of the Hot Sale 2021, Electro has 190 and registered an increase of 50% compared to last year’s event, followed by Home and Decoration and Cosmetics and Beauty. .
The Tourism is a category that in 2021 it had 27 brands participating in the event and this year it rose to 40, in line with the greater possibility of doing tourism, due to the vaccination campaign that minimizes the impact of Covid-19.
Food and Beverages is a category that in number of units is among those that sell the most, but in the pre-pandemic the category was characterized by offering alcoholic beverages or delicacies, while now the offer is diversified and closer to the daily consumption of any household.
“There are 20% of people who make purchases every 15 days and 58% who buy once a month. When you buy regularly, it means that you buy everything,” he explained.
“There is already an established base of buyers, in this Hot Sale there will be enough of the regular purchase, which you have to do yes or yes and then you take advantage of the event,” said the manager to indicate that “there will be those who wait for the Hot Sale to buy the trip to Europe, but many will take the opportunity to buy food, footwear, clothing, what they need on a day-to-day basis”.
