Diapositivas de Zia Daniell Wigder presentadas en el eCommerce Day Buenos Aires 2013 dentro del taller "PLENARIO II :: Perspectivas del eCommerce en Argentina y la Región para el 2013"

1. Perspectives On eCommerce In Argentina
› Zia Daniell Wigder
› Vice President and Research Director
› 18 September 2013

2. © 2013 Forrester Research, Inc. Reproduction Prohibited 2
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce in
Latin America (and around the globe)
› Summary

3. © 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
› eCommerce in Argentina: Setting the
stage
› Trends that are set to disrupt eCommerce in
Latin America (and around the globe)
› Summary

4. Argentina’s online retail CAGR is higher
than that of Mexico or Brazil
Note: Forecasts do not
include travel,
automotive sales or B2B
online sales

5. Argentina’s adoption path is largely typical

6. Online shoppers in Argentina purchase
across a variety of categories online
1. Event tickets
2. Computers and peripherals
3. Consumer electronics
4. Clothing and accessories
5. Music
6. Books
7. Computer software
8. Videos
Source: Forrester Research Consumer Technographics, Metropolitan Argentina 2013
15. Food and grocery
In Brazil, the top
category is consumer
electronics.
In the US, it’s clothing
and accessories.
Top responses to the question: “In the past three months,
which of these products have you purchased online?”
(Total of 28 categories included)

7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce
in Latin America (and around the globe)
› Summary

8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8
Trends that are set to disrupt
eCommerce
Increased use of mobile devices

9. Smartphone penetration is quite high
Source: Kleiner Perkins Caulfield Byers Internet Trends 2013 Presentation

10. However, recent studies highlight that
mobile commerce is limited today
Source Ericsson Consumer Insight Summary Report, “M-Commerce in Latin America”, June 2013

11. But the power of mobile is not just
about this…
Source: Elle.com

12. …the power of mobile is context
Source: Mobify, fingerfood.5thfinger.com

13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13
Trends that are set to disrupt
eCommerce
Increased use of mobile devices Marketplaces as revenue drivers

14. Marketplaces are now widespread

15. Amazon charges hefty commissions
from marketplace sellers

16. © 2013 Forrester Research, Inc. Reproduction Prohibited 16
Trends that are set to disrupt
eCommerce
Increased use of mobile devices
Diversification of
fulfillment models
Marketplaces as revenue drivers

17. Fulfillment models are shifting
Stores are now
distribution centers
Alternative delivery points
are increasingly common
Delivery timeframes
are shrinking
Source: Engadget, PopUpCity.net
Urban areas receive
preferential treatment

18. © 2013 Forrester Research, Inc. Reproduction Prohibited 18
Trends that are set to disrupt
eCommerce
Increased use of mobile devices
Diversification of
fulfillment models
Marketplaces as revenue drivers
Channel collapse

19. Channels are being collapsed
Online channel Multichannel
+
+
Omnichannel
One
customer,
one P&L?

20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20
Agenda
› eCommerce in Argentina: Setting the stage
› Trends that are set to disrupt eCommerce in
Latin America (and around the globe)
› Summary

21. © 2013 Forrester Research, Inc. Reproduction Prohibited 21
Summary
› The online retail market in Argentina is
growing rapidly, with the market set to double
in just four years
› Online shoppers buy across a wide variety of
categories in Argentina – and not just
traditional “early-stage” ones
› Mobile, marketplaces, fulfillment shifts and
channel collapse will all make a mark on the
eCommerce markets of Latin America

22. Thank you / Gracias
Zia Daniell Wigder
+1 212.857.0792
zwigder@forrester.com
@zdwigder
www.forrester.com