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Diapositivas de Zia Daniell Wigder presentadas en el eCommerce Day Buenos Aires 2013 dentro del taller "PLENARIO II :: Perspectivas del eCommerce en Argentina y la Región para el 2013"
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Perspectives On eCommerce In Argentina
› Zia Daniell Wigder
› Vice President and Research Director
› 18 September 2013
© 2013 Forrester Research, Inc. Reproduction Prohibited 2
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce in Latin America (and around the globe)
› Summary
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce in Latin America (and around the globe)
› Summary
Argentina’s online retail CAGR is higher than that of Mexico or Brazil
Note: Forecasts do not include travel,
automotive sales or B2B online sales
Argentina’s adoption path is largely typical
Online shoppers in Argentina purchase across a variety of categories online
1. Event tickets
2. Computers and peripherals
3. Consumer electronics
4. Clothing and accessories
5. Music
6. Books
7. Computer software
8. Videos
Source: Forrester Research Consumer Technographics, Metropolitan Argentina 2013
15. Food and grocery
In Brazil, the top category is consumer
electronics.In the US, it’s clothing
and accessories.
Top responses to the question: “In the past three months, which of these products have you purchased online?”
(Total of 28 categories included)
© 2013 Forrester Research, Inc. Reproduction Prohibited 7
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce in Latin America (and around the globe)
› Summary
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
Trends that are set to disrupt eCommerce
Increased use of mobile devices
Smartphone penetration is quite high
Source: Kleiner Perkins Caulfield Byers Internet Trends 2013 Presentation
However, recent studies highlight that mobile commerce is limited today
Source Ericsson Consumer Insight Summary Report, “M-Commerce in Latin America”, June 2013
But the power of mobile is not just about this…
Source: Elle.com
…the power of mobile is context
Source: Mobify, fingerfood.5thfinger.com
© 2013 Forrester Research, Inc. Reproduction Prohibited 13
Trends that are set to disrupt eCommerce
Increased use of mobile devices Marketplaces as revenue drivers
Marketplaces are now widespread
Amazon charges hefty commissions from marketplace sellers
© 2013 Forrester Research, Inc. Reproduction Prohibited 16
Trends that are set to disrupt eCommerce
Increased use of mobile devices
Diversification of fulfillment models
Marketplaces as revenue drivers
Fulfillment models are shifting
Stores are now distribution centers
Alternative delivery points are increasingly common
Delivery timeframes are shrinking
Source: Engadget, PopUpCity.net
Urban areas receive preferential treatment
© 2013 Forrester Research, Inc. Reproduction Prohibited 18
Trends that are set to disrupt eCommerce
Increased use of mobile devices
Diversification of fulfillment models
Marketplaces as revenue drivers
Channel collapse
Channels are being collapsed
Online channel Multichannel
+
+
OmnichannelOne
customer, one P&L?
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce in Latin America (and around the globe)
› Summary
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Summary
› The online retail market in Argentina is growing rapidly, with the market set to double in just four years
› Online shoppers buy across a wide variety of categories in Argentina – and not just traditional “early-stage” ones
› Mobile, marketplaces, fulfillment shifts and channel collapse will all make a mark on the eCommerce markets of Latin America
