LSR MEXICO REPORT

What are Mexicans buying online during confinement?

The most prominent shopping habits of the digital fashion consumer in Mexico reveal a buyer profile that looks out for information and compares prices

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  • 01/12/2020
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What are Mexicans buying online during confinement?
The firm carried out the fifth edition of the 2020 Fashion Online Commerce study. The objective is to measure the current situation in Mexico's fashion E-Commerce market. (Pixabay)

Mexicans increased online purchases to 6.6 during the last year, with average spending of 1,559.40 pesos, according to data from Elogia, an expert agency in Digital Commerce Marketing. The country's e-shopper has bought fashion products online five times on average during lockdown due to the covid-19 pandemic.

The firm carried out the fifth edition of the 2020 Fashion Online Commerce study. The objective is to measure the current situation in Mexico's fashion E-Commerce market.

The study takes into account buying habits, the brand's health of the leading players in the sector, and the characteristics of the stores most valued by consumers both for being dynamic and continuously evolving vertical, as well as for the impact of confinement and the current pandemic situation in the world.

BUYERS PROFILE

The most prominent shopping habits of the digital fashion consumer in Mexico reveal a buyer profile who looks out for information and compares prices in different stores before making their purchase (85% of respondents). They also search for offers and discounts (77%) and, as a general rule, prefer to make their purchases or orders online than in a physical store (70%).

In terms of purchase drivers, in online stores, buyers seek comfort and practicality in their digital purchase (84%) and inspire loyalty and trust (73%).

Tracking these consumer purchase drivers allows you to map the different indicators that drive e-shoppers to buy.

The study was presented partially on October 22 in the virtual version of the ESCE Mexico Fair by Pedro Abad, CEO of Elogia México.  Its availability to the general public will be from Thursday, October 29.

"Despite the situation, this year, we have identified that the fashion sector shows a high state of health. It has maintained the average spending and increased the number of purchases, as well as adding new consumers who, although they do not have a high habit consumption, have made the sector grow, "said Abad.

MEN BUY AND SPEND MORE

In 2020, men have bought more times and spent more money compared to women. In 2017 and 2018, aspects such as average spending and frequency showed a considerable increase. However, in 2019, these aspects suffered a decrease that continues to this date.

Male shoppers buy and spend more times than women with an average spend of 1,664.9. The female is 1,458 pesos.

Similarly, buyers between the ages of 18 and 25 and 26 to 40 could buy up to 5 times a year with an average purchase expense of no more than 1,000 pesos.

Consumers from 41 to 55 years old exceed six purchases with an average spending ticket that amounts to 1,930.2 pesos per year.

PERSONAL SHOPPING

Another relevant aspect is that 9 out of 10 online consumers make purchases for themselves, followed by "purchases for their partner" (49%), "for a relative" (39%), "for their children" ( 38%).

Women stand out for making purchases for their parents and friends/acquaintances, which this year showed a growth of 7 and 4 percentage points, respectively.

"The confirmation on the maturity that the fashion sector has in online sales is a reflection of the digital transformation that both consumers and companies have had.  The establishment of a robust platform has allowed attracting new audiences and more sales, says Daniela Orozco, Research Director of the Mexican Online Sales Association (AMVO).

"For example, with this study, one of the data that we can highlight the most of the year is the growth of the male role, an exquisite and impulsive sector that has shown its potential to position itself as a strong audience," he added.

THE STORES

The stores mostly remembered to buy fashion online are Liverpool (69%), Shein (44%), and Amazon (39%)

Regarding awareness of brands with an online presence, Liverpool (69%), Shein (44%) with a growth of 14 pp, and Amazon (39%) lead the results.

Followed by Coppel (+10 percentage points), Sears (+3 pp), Palacio de Hierro; On the other hand, the stores that presented drops were Linio (-4 pp), Wish (-7 pp), among others.

(Pixabay)

As far as suggested, the favorite fashion stores are Liverpool, Amazon, Sears, and Palacio de Hierro.

In the category of purchase frequency, the number of stores which it has been purchased on some occasions is 2.8, which decreased 0.4 percentage points compared to 2019.

The stores that occupy the top 3 since 2018 are still Liverpool, Mercado Libre, and Amazon. The latter has grown significantly by six percentage points and, due to the current health situation, Amazon's market share has increased considerably this year in multiple countries.

E-COMMERCE IN MEXICO

The study reflects the increased popularity of E-Commerce in fashion items and the evolution of Mexican E-Shoppers' habits. Buyers have bought more frequently than usual due to confinement (mostly young people), 25 % affirm that said increase in consumption will establish it as standard compared to 61% who indicated that, even with the new normal, they would maintain their previous habits.

Traducción: Valentina K. Yanes