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Consumer Attitudes and Online Retail Dynamics in Argentina, 2015–2020

Consumer Attitudes and Online Retail Dynamics in Argentina, 2015–2020

Summary

The e-commerce market is picking up in Argentina but is currently at a nascent stage. However, the scenario is changing as increased internet penetration and high sales of smart phones are driving online sales. Furthermore, a retail friendly policy such as ‘Ahora 12’, which enables consumer to pay in 12 installments without any interest, is acting as a catalyst to online sales in the country. Although the online share of total retail sales will continue to increase in the forecast period, brick and mortar sales will continue to dominate overall.

Key Findings

  • Online retailing has high potential compared to conventional channels, and is expected to grow at a CAGR of 31.1% over the forecast period
  • Growing internet penetration will act as a catalyst for the emerging online shopping market
  • Electrical and electronics was the largest product group in 2015, with total online sales of ARS10,353.6 million, or 42.5% of total online retail sales
  • In house logistics and delivery will be the future winning strategy for online retailers
Synopsis

“Consumer Attitudes and Online Retail Dynamics in Argentina, 2015–2020” provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to Argentina’s online retail environment. In addition, it analyses the key consumer trends influencing Argentina’s online retail industry.

What else does this report offer?
  • It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design
  • Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors
  • Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts, that will drive this market in the future
Reasons To Buy
  • Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health & Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment
  • Understand which products will be the major winners and losers in the online arena in the coming years
  • Get an in-depth analysis of the latest trends in online retailing in Argentina, covering the factors driving online spending across the categories
  • Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable


1 Introduction
1.1 What is this Report About?
2 Executive Summary
3 Market at a glance
4 Consumer Insight: Online Shoppers Attitudes and Behavior
4.1 Overview of Argentina’s Online Shopping Environment
4.1.1 Increased internet penetration boosts online sales
4.1.2 Fixed broadband penetration is almost stagnant
4.1.3 Increasing use of mobile Internet will boost mobile shopping
4.2 Consumer Attitudes and Behavior
4.2.1 E-commerce festivals- “Cyber Monday” and “Hot Sale”
4.2.2 Conductive E-Commerce environment
4.2.3 Interesting payments landscape in Argentina
5 Online Channel Dynamics
5.1 The Online Channel’s Share of Total Retail Sales
5.1.1 Argentina online vs. offline channel forecasts
5.1.2 Online penetration: global and regional comparisons
5.2 Channel Dynamics
5.2.1 Argentina retail channel dynamics – future performance
5.2.2 Channel group share development
5.2.3 Individual channel performance
5.3 Category Dynamics
5.3.1 Online vs. offline retail sales comparison by category group, 2015
5.3.2 Online retail market dynamics by category
5.3.3 Online retail sales share by category group
5.3.4 Online retail sales growth by individual category
5.3.5 Food and grocery categories: market size and forecasts
5.3.6 Electrical and Electronics categories: market size and forecasts
5.3.7 Music, video, and entertainment software categories: market size and forecasts
5.3.8 Apparel, accessories, luggage and leather goods categories: size and forecasts
5.3.9 Books, News and Stationery categories: Market Size and Forecasts
5.3.10 Sports and Leisure equipment categories: market size and forecasts
5.3.11 Furniture and floor coverings categories: market size and forecasts
5.3.12 Home and Garden categories: market size and forecasts
5.3.13 Health & Beauty categories: market size and forecasts
6 Case Studies: Leading Online Retailers in Argentina
6.1 Retailer 1: Mercado Libre
6.1.1 Business Description
6.1.2 Site Experience
6.2 Retailer 2: Avenida
6.2.1 Business Description
6.2.2 Site Experience
6.3 Innovative Retailers in Argentina
6.3.1 Tiendas-Oficiales – An exclusive online branded store by Mercado Libre
6.3.2 Innovative delivery options by Avenida
7 Appendix
7.1 Definitions
7.1.1 This report provides 2015 actual sales; while forecasts are provided for 2016 – 2020
7.2 Summary Methodology
7.2.1 Overview
7.2.2 The triangulated market sizing method
7.2.3 Industry surveys in the creation of retail market data
7.2.4 Quality control and standardized processes
7.3 About Verdict Retail
7.4 Disclaimer
List of Tables
Table 1: Online Retail Sales in Argentina, 2015 and 2020
Table 2: Argentina Online vs. Offline Retail Sales and Forecast (ARS billion), 2010–2020
Table 3: Argentina Online vs. Offline Retail Sales and Forecast (US$ billion),2010–2020
Table 4: Argentina Online vs. Offline Retail Sales and Forecast (% Share), 2010–2020
Table 5: Argentina Online Sales vs. Global Average, 2010, 2015 and 2020
Table 6: Argentina Online Sales vs. North America, 2010, 2015 and 2020
Table 7: Argentina Overall Retail Segmentation (ARS billion) by Channel Group, 2010–2020
Table 8: Argentina Channel Retail Sales and Forecast (ARS billion) by Channel Group, 2010–2020
Table 9: Argentina Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2010–2020
Table 10: Argentina Channel Retail Sales and Forecast (% Share) by Channel Group, 2010–2020
Table 11: Argentina Channel Retail Sales and Forecast (ARS billion) by Channel, 2010–2020
Table 12: Argentina Channel Retail Sales and Forecast (US$ billion) by Channel, 2010–2020
Table 13: Argentina Retail Sales Split (ARS million), Online vs. Offline, 2015
Table 14: Argentina Retail Sales Split (US$ million), Online vs. Offline, 2015
Table 15: Argentina Online Market Dynamics by Category Group, 2010–2020
Table 16: Argentina Online Retail Sales and Forecast (ARS million) by Category Group, 2010–2020
Table 17: Argentina Online Retail Sales and Forecast (US$ million) by Category Group, 2010–2020
Table 18: Argentina Total and Online Retail Sales in Food and Grocery Categories (ARS million), 2010–2020
Table 19: Argentina Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2010–2020
Table 20: Argentina Total and Online Retail Sales in Electrical and Electronics Categories (ARS million), 2010–2020
Table 21: Argentina Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2010–2020
Table 22: Argentina Total and Online Retail Sales in Music, Video and Entertainment Categories (ARS million), 2010–2020
Table 23: Argentina Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million), 2010–2020
Table 24: Argentina Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (ARS million), 2010–2020
Table 25: Argentina Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (US$ million), 2010–2020
Table 26: Argentina Total and Online Retail Sales in Books, News and Stationery Categories (ARS million), 2010–2020
Table 27: Argentina Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2010–2020
Table 28: Argentina Total and Online Retail Sales in Sports and Leisure Equipment Categories (ARS million), 2010–2020
Table 29: Argentina Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2010–2020
Table 30: Argentina Total and Online Retail Sales in Furniture and Floor Coverings Categories (ARS million), 2010–2020
Table 31: Argentina Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2010–2020
Table 32: Argentina Total and Online Retail Sales in Home and Garden Products Categories (ARS million), 2010–2020
Table 33: Argentina Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2010–2020
Table 34: Argentina Total and Online Retail Sales in Health & Beauty Categories (ARS million), 2010–2020
Table 35: Argentina Total and Online Retail Sales in Health & Beauty Categories (US$ million), 2010–2020
Table 36: Argentina Exchange Rate ARS–US$ (Annual Average), 2010–2015
Table 37: Argentina Exchange Rate ARS–US$ (Annual Average), 2016–2020 Forecasts
Table 38: Verdict Retail Channel Definitions
Table 39: Verdict Retail Category Definitions
List of Figures
Figure 1: Share of Online Retail Sales in Total Retail Sales, 2015 and 2020
Figure 2: GDP Value and Growth (ARS billion, %), 2010–2015
Figure 3: Argentina GDP Growth Rate, 2015–2020
Figure 4: Total Number of Internet Users and Penetration (Millions, %), 2006–2015
Figure 5: Total Number of Fixed Broadband Users and Penetration (Millions, %), 2005–2015
Figure 6: Total Number of Mobile Phone Subscriptions and Penetration (Millions, %), 2005–2015
Figure 7: E-commerce Festivals
Figure 8: “Ahora 12”- Payments made simpler
Figure 9: Regional Mobile Broadband Users and its Penetration, 2012 and 2017
Figure 10: Regional Mobile Broadband Users and its Penetration, 2012 and 2017
Figure 11: Argentina Online and Offline Retail Sales and Forecast (ARS billion), 2010–2020
Figure 12: Argentina Online Sales vs. Global Average (% of Total Retail), 2010, 2015 and 2020
Figure 13: Argentina Online Sales vs. Latin American Countries Average (% of Total Retail)
Figure 14: Argentina Overall Retail Market Dynamics by Channel Group, 2010–2020
Figure 15: Argentina Retail Sales and Forecast (ARS billion) by Channel Group, 2010–2020
Figure 16: Argentina Retail Sales, Online vs. Offline, 2015
Figure 17: Argentina Online Market Dynamics by Category Group, 2010–2020
Figure 18: Argentina Online Retail Sales and Forecast (ARS million) by Category Group, 2010–2020
Figure 19: mercadolibre.com.ar : Homepage
Figure 20: mercadolibre.com.ar : Well organized Product Section
Figure 21: mercadolibre.com.ar : Product View
Figure 22: mercadolibre.com.ar : Payment options
Figure 23: mercadolibre.com.ar : Customer reviews options
Figure 24: mercadolibre.com.ar : M-commerce
Figure 25: mercadolibre.com.ar : MercadoEnvios
Figure 26: avenida.com : Homepage
Figure 27: avenida.com : Organized Product Pages
Figure 28: avenida.com : Encouraging frequency of touch
Figure 29: avenida.com : Secure payment options
Figure 30: avenida.com: Online tools for comparison
Figure 31: avenida.com : M- Commerce
Figure 32: avenida.com : Delivery options
Figure 33: Tiendas-Oficiales – An exclusive online branded store
Figure 34: Avenida: Innovative delivery options
Figure 35: The Triangulated Market Sizing Methodology

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