50% - Amipci

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Study of Ecommerce Mexico 2015
Sponsored by:
Objective and Vision of the Study
The Mexican Internet Association, A.C. (AMIPCI) integrates the companies that represent an
influence on the development of the Internet industry in Mexico. Every year, the AMIPCI
undertakes the task of carrying out studies based on the use of Internet in Mexico to guide and
promote market growth.
Aware of the need to understand and analyze the aspects that can affect the e-commerce in our
country, AMIPCI presents the Study of Ecommerce Mexico 2015, which is already the 10th
version and is divided into two sections, that investigates components Ecommerce: Online
Buyers and Ecommerce Landscape.
The study was conducted through the auspices of the Mexican Association of Online Sales
(AMVO), IBM, VISA, Prosoft 3.0 and the Ministry of Economy. The realization was conducted by
comScore.
Analyses were performed by interviewing online buyers in Mexico and the leading e-commerce
players in the country to have the vision of both supply and demand.
Developed by:
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Estimated market value of ecommerce in Mexico 2014
Sponsored by:
Development of Ecommerce in Mexico
34%
42%
$85.70
$54.50
$24.50
2009
$36.50
2010
2011
2012
USD 9.2 Billones
$121.60
2013
Billions of Pesos (MXN)
(*) Average Exchange rate: MXN 13.28 x 1 USD
Desarrollado por:
(*) USD 12.2 Billones
$162.10
2014
Developed by:
Analysis of Consumer Experience
Sponsored by:
Table of Contents
Objectives & Methodology
8
Digital Purchase Behavior
9
Digital Spending
14
Payments & Transactions
17
Digital Shopping Experiences
20
Mobile Shopping Experiences
23
Executive Summary
27
Developed by:
Objectives & Methodology
Research Objectives:
• Quantify e-Commerce value and volume in Mexico by device type and category.
• Understand preferences and satisfaction of digital shoppers.
• Understand barriers to digital shopping and how merchants can overcome them.
• Know the most important factors to make an online purchase.
• Identify the problems for which a transaction is not completed.
Study Methodology:
• Members of an online survey panel were contacted via email by comScore.
• A total of 1,243 respondents completed the survey.
• Qualified respondent: Made an online purchase using a computer, smartphone, or tablet in the past 3
months (January 2015-March 2015).
• 52-question survey, which took an average of 21 minutes to complete.
• Data weighted to comScore Media Metrix audience prior to analysis.
• Confidence level of 95%, standard error: +/- 2.53%
Developed by:
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Digital Purchase Behavior
Sponsored by:
Three-quarters of online Mexicans made an online purchase during the first quarter of 2015.
Overall Online Purchase Incidence
(Past 3 Months)
The growth of online shopping is heavily
influenced by mobile shopping (tablet and
smartphone), especially in the category
Digital Downloads
Consumers aged 18 to 34 years
bought more digital content than
those of 35 years or more.
No,
25%
Yes,
75%
Q1B. How many online transactions did you make using each device in the past 3 months? Please provide your best estimate of the number of times you have paid for something online.
Base: Total respondents (n=1,243) + screened respondents (n=417)
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Device ownership is high, and half of online shoppers have all three devices (computer,
smartphone, and tablet).
Device Usage
93%
84%
Shoppers 18-34 years of age
use smartphones more than
those aged 35+; those with SEL
AB use smartphones and
tablets more their counterparts.
57%
3%
4%
4%
11%
28%
Smartphone and
tablet or tablet only
Smartphone only
Computer and
tablet
Computer only
50%
Computer
Smartphone
Tablet
Computer and
smartphone
All 3 devices
S1. Among the devices listed below, which do you own or regularly use? Please select all that apply
Base: Total respondents (n=1,243)
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Over half of shoppers purchased from an international retailer, with the U.S. being the top
source for imported items.
International Purchases
Country Purchased From
64%
United States
No,
43%
Asia
Yes,
57%
36%
Latinoamerica
13%
Europe
11%
Other
Q2. In the past year, have you made an online purchase from an internationally-based retailer (i.e. located outside of Mexico) and had it shipped
to you or someone else in Mexico? | Base: Total respondents (n=1,243)
Q2b. In which country or countries were those internationally based retailers located? Please select all that apply. | Base: International online shoppers (n=707)
Developed by:
2%
Shopping and buying are expected to increase around all holidays except for Halloween/Día de
Muertos
More shoppers with SEL AB said
their shopping would increase at
Christmas and HotSale than those
with SEL C or below.
Expected Change in Shopping Habits by Holiday
Net Change:
Christmas
HotSale
El Buen Fin
Mother’s Day
Valentine’s Day
Back to school
Cyber Monday
Halloween
12%
25%
13%
63%
30%
20%
45%
42%
21%
32%
52%
41%
18%
44%
57%
28%
14%
51%
49%
25%
Decrease
22%
40%
50%
23%
31%
29%
8%
28%
5%
56%
Stay the Same
19%
Increase
Q6. Comparing your everyday online shopping habits with your habits around holidays, how did or do you expect your online shopping and buying to change around each of these holiday periods in 2015?
Base: Total respondents (n=1,243)
Developed by:
-6%
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Digital Spending
Sponsored by:
The three top categories purchased online were Apparel & Accessories, Digital Downloads, and Event
Tickets; the most money was spent within the Computer and Furniture categories (excluding travel).
Category purchased and Amount Spent Across All Devices
Category Purchase Incidence
The percentages can not be added
because of duplication
Average Quarterly Spend MXN*
Average quarterly spend across
categories excluding travel
53%
Apparel & Accessories
49%
Digital Downloads
35%
Event Tickets
Video Games, Consoles & Accessories
23%
Books & Magazines (physical copies only)
21%
Toys & Hobbies
20%
Music, Movies & Videos (physical copies only)
19%
Computer Software (excluding PC Games)
19%
Furniture, Appliances & Equipment
19%
Consumer Electronics (excluding PC Peripherals)
18%
$5,575
$1,383
$581
$1,179
$1,555
$480
$1,086
$448
$922
$2,643
$1,652
Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online in the first 3 months of the year, January 2015 – March 2015, from each type of device you have used for online transactions. Base: Total
respondents (n=1,243); *Actual base size for the mean of each category varies and is determined by the incidence of that category.
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Three in ten shoppers made a travel purchase in the past three months. The highest average spend
was MXN$9,284, almost 67% above the average of other non-travel-related categories.
Category Purchased and Amount Spent Across All Devices (continued)
The percentages can not be added
because of duplication
Category Purchase Incidence
Average Quarterly Spend MXN*
Average quarterly spend across
categories excluding travel
Sport & Fitness
18%
Jewelry & Watches
17%
Computers / Peripherals / PDAs
17%
$5,575
$1,340
$1,735
$3,714
Consumer Packaged Goods
14%
General Services (photo printing, shipping, etc.)
14%
$1,523
Office Supplies
11%
$1,449
Flowers, Greetings & Misc. Gifts
Home & Garden
Other category not listed
Travel
$858
10%
$560
7%
$1,210
13%
$2,143
30%
$9,284
Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online in the first 3 months of the year, January 2015 – March 2015, from each type of device you have used for online transactions.
Base: Total respondents (n=1,243); *Actual base size for the mean of each category varies and is determined by the incidence of that category.
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Payments & Transactions
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Funding payments from a bank account (Credit Card, Debit Card, PayPal,
MercadoPago, SafetyPay and Bank Transfer) dominate in Mexico
Payment Types Used Past 3 Months
Across any Device
(n=1,243)
Net: Payments with Bank Credit/Debit Cards as support
53%
Debit card
52%
PayPal
28%
MercadoPago
19%
Prepaid card
16%
Gift card
15%
Cash on delivery
22%
78%
Offline
7 Eleven
29%
8%
Pharmacy
8%
Other offline channel
7%
14%
26%
9%
9%
10%
9%
13%
38%
33%
9%
8%
24%
Oxxo
14%
5%
25%
26%
12%
44%
11%
15%
4%
12%
12%
Bank deposit
Electrónico
24%
BC
9%
Net: Offline Payments
38%
51%
12%
18%
32%
43%
39%
31%
Commercial credit card
Classification According to
Number of Payments
38%
5%
Net: Other Non-Banking Cards
81%
29%
52%
17%
7%
Tablet
(n=442)
93%
30%
58%
Bank account transfer
Smartphone
(n=681)
83%
95%
Personal credit card
Safety Pay
Computer
(n=1,101)
20%
15%
23%
17%
5%
6%
5%
6%
3%
5%
29%
6%
11%
11%
5%
4%
8%
Q4A. Which payment types/channels did you use for the online purchases you made in the past 3 months? Please select all that apply for each column. Base: Device purchasers
A
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Security concerns are the leading reason for not storing information with online retailers.
Reasons for Not Storing Credit/Debit Information with Online Merchants
77%
Security concerns
I don’t purchase enough from a company to warrant storing my
card information
28%
I didn’t know that I could store my credit or debit card information
It helps curb my spending
I don’t want to set up an account
Other
I don’t shop with retailers who store cards
14%
13%
7%
2%
The percentages can not be added
because of duplication
2%
Q10b. What are your reasons for not storing your credit or debit card information (e.g., card number, billing address, etc.)?
Base: Do not store any information with online merchants (n=430)
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Digital Shopping Experiences
Sponsored by:
Shoppers are highly satisfied with shopping both online and in a physical store.
Shoppers 35 years and older are more satisfied
with online shopping in general, smartphone
shopping and shopping in a physical store than
those 18-34.
Satisfaction with Shopping
Overall online (n=1,243)
8% 6%
Computer (n=1,101)
7% 5%
Smartphone (n=681)
7%
10%
Tablet (n=442)
7%
9%
Physical Store (n=1,243)
8%
7%
Extremely Dissatisfied
40%
38%
Net Satisfied:
46%
50%
43%
40%
41%
40%
Somewhat Dissatisfied
43%
45%
Somewhat Satisfied
Q5A. How satisfied are you with your overall shopping experience(s) in the last three months?
Base: Device purchasers
Developed by:
Desarrollado por:
86%
88%
83%
84%
85%
Extremely Satisfied
The majority of all shoppers are likely to purchase across devices; however, intent is highest on
a computer and lowest on a smartphone.
Males are more likely to make
purchases on a computer in the
next three months than females
(92% vs. 85%).
88%
Intent to Purchase in the Next 3 Months
64%
67%
Likely (Top 2 Box)
14%
15%
Neutral
4%
8%
22%
18%
Unlikely (Bottom 2 Box)
Computer
(n=1,156)
[A]
Smartphone
(n=1047)
[B]
Tablet
(n=705)
[C]
Q5B. How likely are you to make a purchase using each of these devices in the next three months?
Base: Device users
.
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Mobile Shopping Experiences
Sponsored by:
Mobile device purchasers indicate they do so because of time-saving applications and the
ability to access the Internet from anywhere and anytime compared with a computer.
Males trust security more than females on
a Smartphone (45% vs. 36%) and Tablet
(49% vs. 33%).
Reasons for Device Choice for Online Purchases
The percentages can not be added
because of duplication
Computer
(n=1,101) [A]
Smartphone
(n=681) [B]
Easy to make purchases on this device
73%
Internet access on this device is fast
71%
Easy to compare prices and find the best deal
68%
I trust the security online on this device
67%
65%
Easy to save my receipts on this device
Available time-saving applications
Able to access the Internet from this device from anywhere and
anytime
52%
54%
46%
46%
34%
43%
41%
41%
30%
31%
41%
48%
Available special offers/coupons
Tablet
(n=442) [C]
35%
65%
34%
50%
75%
32%
50%
Other
2%
2%
2%
None of the above
1%
3%
3%
Q7. Why do you use each of the following devices to make purchases online?
Base: Total respondents (n=1,243)
.
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Desarrollado por:
About three in five mobile device users have used their device to research product details,
compare prices, and find nearby stores.
Shopping Activities Conducted on Mobile Device(s)
The percentages can not be added
because of duplication
Researching product details
63%
Comparing prices before shopping for an item
62%
59%
Finding nearby stores
50%
Searching for product reviews/recommendations from a website
45%
Comparing prices while shopping for an item in person at a store
44%
Accessing deal of the day apps
37%
Sharing product recommendations via a social networking site or app
26%
Mobile barcode scanning to compare prices
24%
Sharing product recommendations via email
Other
None of the above
Shoppers 18-21 use their mobile devices
to research product details (71%) more
than those who are 22 years and older.
1%
4%
Q8a. Which of the following activities have you conducted on your mobile device?
Base: Mobile device users (n=1,103)
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Over a third of mobile device users say they have purchased products using a mobile app.
Mobile Device Transactions Conducted
Purchased products using a mobile app (such as electronics, apparel, shoes,
etc.)
38%
Booked a rental for lodging using a mobile app (such as Best day, Despegar,
PriceTravel, Airbnb, booking.com, hotels.com, etc.)
23%
Used a mobile app on your mobile device to purchase goods at a coffee shop
(such as Starbucks, Krispy Kreme, etc.)
22%
Booked a flight
21%
Booked and/or paid for a taxi, private car or rideshare using a mobile app
(such as Uber, Yaxi, Easy Taxi, Smart Taxi, Taxi Beat, etc.)
Booked a grocery delivery using a mobile app (such as Superama, La Comer
en tu casa, etc.)
Paid for a restaurant order using a mobile app (such as OpenTable, Sin
Delantal, Hello Food, Pedidos Ya, etc.)
None of the above
Younger shoppers have
done these activities
more than shoppers 35
years and older.
18%
17%
14%
33%
Q13d. Which of the following activities have you done using your mobile device?
Base: Mobile device users (n=1,103)
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Desarrollado por:
Executive Summary
•
•
•
•
Three-quarters of online Mexicans are online purchasers based on reported purchase activity from
January to March 2015.
• More than one-half made non-domestic purchases during this period.
• The volume of online buyers has grown strongly influenced by the purchase of digital downloads from
mobile devices
Average quarterly spending across all devices and non-travel categories was MX$5,575 approximately
MXN$1,860 pesos spent online per month .
Two-thirds of shoppers use a mobile device (smartphone and/or tablet) for their online purchases, with
just one-third using a PC device exclusively.
Mexicans like using mobile devices for their ease in accessing the Internet, as well as for the ability to use
retailer apps, which can save time.
• Seven in ten mobile users have shopped within retailers’ apps, and more than one-third have made
in-app purchases.
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Executive Summary
•
95% of online buyers have used some type of payment funded with bank accounts or credit
or debit cards, and 44% also continue using Offline payment methods.
•
Overall satisfaction with online shopping is high, on par with consumers’ satisfaction with
shopping in physical stores. Online purchasers are very likely to continue buying online in
the future, particularly using a PC.
• Shoppers expect their shopping to increase around all holidays except Halloween/Día de
Muertos. The largest increases are expected around Christmas, HotSale, El Buen Fin, and
Mother’s day.
Developed by:
Developed by:
Analysis of the retailer’s
experience
Sponsored by:
Table of Contents
Objectives & Methodology
31
E-commerce Landscape
32
Website Features
36
Digital Marketing & Promotions
41
Executive Summary
44
Developed by:
Objectives & Methodology
Research Objectives:
•
•
•
•
•
•
Quantify the value and volume of e-commerce sales in Mexico
Understand expected sales increases and decreases around holidays
Determine payment types accepted
Determine promotions used by retailers
Understand website features
Quantify the value of the physical store versus online store.
Study Methodology:
• Online merchants were sent an email invitation by AMIPCI with a link to the survey.
• The survey had up to 20 questions and took an average of 10 minutes to complete.
• 75 respondents who work in e-commerce sales completed the survey.
Developed by:
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E-commerce Landscape
Sponsored by:
Apparel, sports & fitness, other and consumer electronics are the top four
categories sold among these retailers.
Categories of goods and services sold online
Apparel & accessories
Sport & fitness
Consumer electronics (excluding PC Peripherals)
Computers / peripherals / PDAs
Furniture, appliances & equipment
Home & garden
Toys & hobbies
Video games, consoles & accessories
Books & magazines (physical copies only)
Consumer packaged goods
Office supplies
Jewelry & watches
Music, movies & videos (physical copies only)
Computer software (excluding PC Games)
Digital downloads
Flowers, greetings & misc. gifts
Event tickets
General services
Other category not listed
Travel
37%
33%
25%
23%
21%
20%
20%
16%
15%
15%
15%
13%
13%
12%
11%
7%
4%
4%
33%
13%
Q1. Which of the following categories of goods and services do you or your organization sell online?
Base: All retailers (n=75)
Developed by:
Consumer electronics and computers / peripherals / PDAs represented 40% of the
share, and other categories not listed represents a third of the share of online sales
in the first quarter of 2015.
Share of Sales (excluding travel)
Consumer electronics (excluding PC
Peripherals)
Computers / peripherals / PDAs
% MXN Sales Q1 2015 Retailers
Event tickets
21%
Apparel & accessories
Consumer packaged goods
39%
Travel
61%
No Travel
34%
(Other)
Home & garden
Sport & fitness
Furniture, appliances & equipment
19%
If Travel were included, it would
represent 61% of the sales
dollars even though only 13% of
retailers sell travel.
1%
1%
B
1%
5%
1%
2% 2%
2% 3%
Office supplies
Computer software (excluding PC
Games)
Video games, consoles & accessories
8%
Other listed categories combined*
Other category not listed
Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you have sold online in the first 3 months of the year, January 2015 – March 2015, Please list the amount spent from domestic (in Mexico) vs.
International (all other countries) in separate columns.
Base: All retailers (n=75) | Note: Domestic and International sales are shown together.
* Includes the following categories: books, magazines (physical copies only), digital downloads, flowers, greetings & misc. gifts, General services, Jewelry & Watches, music, movies & videos (physical copies only), and toys and hobbies
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Retailers expect sales to increase the most around El Buen Fin, Christmas and
HotSale.
Expected Change in Sales by Holiday
El Buen Fin
Christmas
3%
5%
HotSale
Cyber Monday
Mother’s Day
1%
9%
Vacaciones…
Halloween
Net Change:
77%
80%
80%
79%
35%
75%
79%
64%
57%
33%
24%
31%
Back to School
Valentine’s Day
17%
15%
21%
29%
57%
60%
Decrease
48%
47%
37%
33%
29%
32%
9%
11%
63%
Stay the Same
Increase
Q4. Comparing your typical sales volume with your sales volume around holidays, how did/do you expect your sales to change around each of these holiday periods in 2015?
Base: All retailers (n=75)
Developed by:
23%
6%
24%
19%
Developed by:
Website Features
Sponsored by:
Most retailers control their own online storefront. Debit/credit cards and
PayPal are the most accepted types of payment.
Type of Online Storefront
Payment Types Accepted Online
Debit card
83%
Personal credit card
Through a website/app that you or
your company owns
92%
80%
PayPal
78%
Commercial credit card
73%
61%
Bank account transfer
MercadoPago
Prepaid card
Through a website/app that you do
not own or control
17%
Gift card
Safety Pay
Other online channel
29%
20%
20%
17%
AB
22%
A
A
Bank deposit
Oxxo
Other
4%
51%
C
C
7 Eleven
36%
Cash on delivery
32%
Pharmacy
Other offline channel
Q5. How do you sell your products/services online? | Base: All retailers (n=75)
Q5A. Which payment types/channels do you offer/accept for the online purchases on your website?
Base: Retailers who own their own online storefront (n=69)
20%
15%
A
AB
Developed by:
58%
Almost nine in ten retailers are aware of the AMIPCI Trustmark, and almost
all retailers are aware of the HotSale and El Buen Fin sales events.
Awareness of AMIPCI
Trustmark
Awareness of Mexico’s
HotSale event
3%
Awareness of El Buen
Fin event
3%
12%
88%
97%
97%
Aware
Not Aware
Q6A. Are you aware of the AMIPCI Trustmark?
Q6B. Are you aware of Mexico’s HotSale online sales event?
Q6C. Are you aware of El Buen Fin online sales event?
Base: All retailers (n=75)
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Seven in ten have some type of risk analysis/prevention tool or service.
Controls and security features on the website
54%
Tools of analysis and risk prevention by third parties
Own tools of analysis and risk prevention
46%
3D Secure Authentication
32%
Online validation system
Validation via proof of address
Mobile confirmation
17%
13%
Other
None of the above
Net: Have a risk
analysis/
prevention tool
or service: 71%
20%
17%
4%
Q8. Which of the following controls and/security features do you utilize on your website?
Base: Retailers who own their own online storefront (n=69)
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Three in five retailers have a mobile app, with most being supported by
both Android and Apple iOS.
Operating systems for which the business has a mobile app
53%
52%
41%
25%
Google Android
Apple iOS
Windows Mobile /
Phone
12%
4%
BlackBerry OS
Other
Q10. Does your business have a mobile app for any of the following operating systems?
Base: All retailers (n=75)
Developed by:
Desarrollado por:
None of the above,
do not have a
mobile app
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Digital Marketing and
Promotions
Sponsored by:
These retailers have several active marketing strategies, including
newsletters, Social Media and search engines advertising (banners, subasta
de palabras, etc.).
Digital marketing activities in the past 12 months
Email newsletters/notifications to subscribers
87%
Management of social networking profiles
85%
Search engine advertising
81%
Banners on websites
73%
Mobile advertising
53%
Lead generation
49%
Customer loyalty program
45%
29%
Updates/notifications within mobile apps*
Geolocation
29%
SMS
Other
21%
Among retailers with mobile apps,
50% send updates and
notifications within their app, and
41% use geolocation.
4%
Q11. Which of the following digital marketing activities have you conducted in the past 12 months?
Base: All retailers (n=75)
* This option was only shown to retailers who indicated their storefront has a mobile app.
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Discounts and interest-free credit were the top sales promotions offered in
the past 12 months.
Online sales promotions/deals on business website in the past 12 months
Discounts, coupons, or promo codes on products/services
69%
Interest-free credit
64%
Free shipping for all online purchases
48%
Discounts/deals for social media ‘fans’ or ‘followers’
48%
Free shipping for online purchases above a specific value
48%
Free gift with purchase
45%
Free shipping on returns
40%
Discounts/deals for loyalty program members
38%
Ability to pay some of the cost later/monthly without interest
34%
In-store returns
25%
Free in-store pick-up for online purchases
19%
Free shipping for longer/extended delivery times
None of the above
18%
3%
Q12. Have you conducted or offered any of the following online sales promotions/deals on your website or app in the past 12 months?
Base: All retailers (n=75)
Note: Sample size for this question for International sales promotions/deals is too small to report.
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Executive Summary
Online sales:
• The majority of online sales are from within Mexico, and three in four online sales are via a PC. Retailers
report an average of five percent chargebacks. The top four categories sold online are apparel, sports, other
categories not listed and consumer electronics.
• The large number of incidences in "not listed other categories“, indicates the diversification of the
ecommerce offers.
• By sales value, excluding travel, the top four categories are other categories not listed, consumer
electronics, computers / peripherals / PDAs, and event tickets.
• Retailers expect shopping to increase around El Buen Fin, Christmas and HotSale.
• Almost nine in ten retailers are aware of the AMIPCI Trust Mark, but only two in five offer the Trust Mark on
their site. Almost all retailers are aware of El Buen Fin and HotSale events.
Developed by:
Thank you!
Developed by:
Iván Marchant
VP comScore México
imarchant@comscore.com
Luis Carracci 146.
Col. Extremadura Insurgentes
Del. Benito Juárez.
C.P. 03470. México D.F.
Tel. 5559 8322
Mario Labastida
Senior Account Sales Manager comScore
mlabastida@comscore.com
www.amipci.org.mx
informes@amipci.org.mx
Tel. 8000 8000
www.comscore.com
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