Electronic commerce in Argentina faces a new stage in which having new consumers is as important as retaining those who have already incorporated the online shopping modality as usual, according to what was stated in the last meeting for companies organized by the Argentine Chamber Electronic Commerce (CACE).
More than 2,000 businessmen from the sector participated in the eCommerce Full Experience, where they analyzed the results of the annual CACE study.
In this context, they observed that “In 2020, with the Covid-19 quarantine, Argentines turned massively to the online world and made basic purchases to stock up without leaving home, which is why billing reached record growth figures”.
“In 2021, with a more flexible context, where Argentines went out to eat more, went to the movies more and visited more physical stores to buy footwear and clothing, it seemed that after the boom the trend was going to go down, however, it surprised again : grew 68% and added 684,459 new buyers during the year”, indicated the CACE.
This and other factors such as the use of digital wallets or a greater presence of consumers on the network, led businessmen to identify 4 strategies for the new stage of electronic commerce in the country.
The strategies focus on recognize both the competition and the consumers those who want to reach; and reconnect or generate a different appeal in communication.
To retain is the third strategy because “demand is not only generated through new consumers, but also existing users must be retained; and lastly, reconfirm, that is, “perform different tests within the same platform to test different hypotheses and see what users prefer, to make decisions based on data”.
The final report found that “We are facing a new stage, in which digital commerce is quickly becoming part of the routine and culture of Argentines”.
“A change that we expected, but that has definitely accelerated and is here to stay; in the face of this, It is crucial and of great responsibility for those of us who lead this eCommerce sector to ensure that the speed of growth does not exceed the speed of development“, they pointed out.
