The lack of a significant number of retailers in the e-commerce market is holding back its development in Argentina, Juan Manuel De la Serna, VP for local e-commerce chamber Cace, told BNamericas.
"Also there are a lot of medium-sized and small companies that could operate in e-commerce, and they are not doing it," he added.
However, De la Serna said certain large retailers are currently working on developing e-commerce channels, which will result in a wider offer for consumers.
The executive said the Brazilian and Chilean e-commerce markets are good examples for Argentina to follow. "In Chile, all large retailers have a developed e-commerce channel," he said. Complementing in-store retail sales with an online campaign is a worldwide trend that Argentina has yet to really embrace, but it will happen eventually, as the move online helps to improve profitability margins.
E-commerce operations in Argentina billed 7.76bn pesos (US$1.86bn) in 2010, climbing 48% compared with 5.24bn pesos the previous year, according to a recent study by Cace.
The average annual ticket - or the average yearly amount each consumer buys online - for 2010 was 914 pesos. De La Serna said that the annual ticket for 2011 will certainly be lower, as an increasing amount of cheaper goods will be offered in the market.