While at the beginning of social isolation measures in Mexico, the basic necessities were the ones driving the most interest on online shopping, after three months, categories such as technology, fashion, accessories, beauty, and personal care are gaining ground, whether to buying now or as a post-pandemic option. These are some of the findings highlighted in the third Report on the Impact of Covid-19 in Online Sales in Mexico, held by the Mexican Association of Online Sales (AMVO).
In a partnership with research firms Netquest, Netrica by GfK, Comscore and Nielsen, AMVO announced the research results this Monday. “The surveys were carried out at four moments between April 8 and June 25, which allows changes to be observed week after week, such as a greater willingness to leave by taking precautions, at the end of June,” states the agency in a press release.
Measures such as lockdowns, social distancing, and social isolation amid the pandemic made a hotbed for e-commerce to boom worldwide, and Mexico was no exception. The perception of security when buying online continues to improve since 7 out of 10 buyers feel safe to shop online in the country. As for the reasons for doing e-commerce purchases, responses remained the same: not leaving home, avoiding crowds, and receiving purchases at home.
2 out of 10
Mexican shoppers claim that will make more purchases online after the pandemic, especially in technology, fashion, and food (Source: AMVO)
As the Mexican consumer manages to adapt to a new reality, e-commerce purchases grow in relevance, especially for those buying for the first time. Food delivery and fashion products drew the highest percentage of new buyers: 9%, each. In services, internet banking (6%) and bill payments, such as water, electricity, and gas (7%) were the categories attracting the major part of newcomers.
With cities starting to resume activities, the fourth and last phase of the survey, carried out from June 17 to 25, saw an upswing in the urban mobility category: 5% ordered services such as an Uber ride for the first time in the fourth phase of the survey, against 1% in the third one, held from May 15 to 22, and 2% in the second phase (April 23 to 30).
“At the beginning of the quarantine, basic necessity products were the ones that generated more interest to buy online, however, after 3 months of quarantine, categories like technology, fashion and accessories, and beauty and personal care gained greater relevance,” says the report. Technology, fashion and accessories, as well as beauty and personal care, appeared as the categories generating greater purchase interest once the pandemic ends with 41%, 29%, and 21%, respectively.
Travel shows signs of recovery
The Mexican Association of Online Sales also spotted a slight recovery in categories like travel, with visits to websites related to the industry showing similar levels to those recorded when the second phase of the pandemic was announced in the country, in the last week of March. According to the study, websites related to accommodation are the ones showing a greater recovery in the last week of June. “Despite the fact that the greatest fear of consumers continues to be the loss of income due to not being able to work, the impact that the pandemic is having on the quality of life and the effect of not being able to go out or travel is becoming increasingly important,” it highlights.