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M-commerce gains traction in Argentina

Bnamericas Published: Thursday, February 28, 2019
M-commerce gains traction in Argentina

Around 35% of Argentines used their mobile devices to shop last year, up 8 percentage points from 2017, according to an annual e-commerce study.

The rate is similar to neighboring Brazil, where the local e-commerce chamber estimates some 33% of all online sales this year will be made on mobile devices.

Furthermore, around 45% of Argentines used mobile devices to search for goods and compare prices before shopping, compared to 39% in 2017, says the study carried out by Kantar TNS for Argentina's e-commerce chamber Cace.

Also, seven out of 10 users have at least one e-commerce app installed on their device and, of these, 17% bought through them.

Overall, e-commerce in Argentina grew 47% in 2018 and generated 230mn pesos (US$5.92mn) at an average sales ticket of 2,900 pesos.

Some 120mn products were sold last year, 25% more than in 2017, through 79mn purchase orders (+ 32%), boosted by the categories food and beverages, household items and clothing.

BRAZIL

In Brazil, the so-called Brazilian E-Commerce General Index (IGEB) ended Februrary at 791.25 points, down 154.51 from January. IGEB was developed by PayPal Brasil and BigData Corp to assess the state of the market.

Of the four pillars comprising the index, three were in contractionary territory: size of market, security and convenience. February data was presented at an online press conference today.

According to the companies, the January index brings results collected in December, the high season for online retail. Likewise, the February score refers to data collected in January, when schools are in recess.

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