It is no secret to anyone that in the midst of the health emergency, e-commerce became one of the favorites for the consumer.
Whether for convenience, necessity or price, consumers turned to solutions in the digital channel to solve their purchases, a trend that is expected to continue after the crisis is over.
The new e-commerce boom
It is enough to see what is happening throughout the world to understand the phenomenon. In countries like the United States, for example, the contingency derived from COVID-19 has caused traffic in online supermarket portals to have increased by 161.4 percent, while people are increasing their purchase frequency by 25 percent within of these online shopping spaces, according to a survey conducted by IPSOS.
In the case of the Mexican market, things are not different. According to the Mexican Association for Online Sales (AMVO), 55 percent of people purchase products and services online to avoid leaving home. The main reason with 48 percent of mentions is to avoid crowds in physical stores.
In fact, 33 percent of users highlight that products with free shipping have increased in the online field; 34 percent highlight that they have increased delivery options and 36 percent say there are more payment options, while 8 out of 10 Mexican buyers perceive that it is somewhat / very safe to buy products and / or services online.
With these situations on the table, which are replicated in most markets worldwide, according to data from Statista, it is predicted that this channel will grow around 25 percent by 2020 globally, a figure that to the extent of the one that the isolation is maintained could grow exponentially.
The most purchased brands
The above figures not only demonstrate the exponential growth that e-commerce is experiencing in practically the entire world.
They also speak of the tough competition that all brands are waging in the digital arena, where categories such as food and perishables have begun to enter the game with greater weight.
“We know that all FMCG brands are sailing in uncharted waters in the wake of COVID-19, and changes in purchasing patterns as well as consumer behavior have never been more important than today. We know how important E-commerce is for retailers and mass consumer brands. It is one of the fastest growing channels and it has accelerated even more during the pandemic as people change from physical stores to digital ones ”, said Fabián Ghirardelly, Country Manager of the Worldpanel Division of Kantar Mexico.
In this way, it is interesting to know which are the brands that, at least in intention, remain in the consumer’s preference within the different online channels.
Thus, we return to the list provided by Kantar México that concentrates the 20 most chosen brands in digital during the last year:
209 Rank Online
219 CRP’s (m) Online
Performance CRP Online
% Online of total CRP’s
Head & Shoulders
Trends that remain
Being clear about this is essential if we consider that habits and inclination to the online field will be something that will remain as part of the DNA of consumers.
Rosie Hawkins, chief offer and innovative officer / insights at Kantar, explains to Warc that « one of the things we’re seeing is people abandoning cash » instead using card payments and mobile payments. They are also using mobile banking “for the first time” in a widespread way. According to Kantar, the jump from cash to other models and forms of payment will remain once the pandemic passes, which opens up new opportunities for brands that know how to capitalize on e-commerce.
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