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E – commerce Study in Mexico

2017

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Shopper Experience SurveySummary of Results

September 2017

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Objectives

o Quantify e-Commerce value and volume in Mexico by device type and category.

o Understand preferences and satisfaction of digital shoppers.

o Understand barriers to digital shopping and how merchants can overcome them.

o Compare the 2017 Association de Internet MX e-Commerce results to those from the 2016 study.

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MethodologyMembers of an online survey panel were contacted via email.

Screening Criteria:• 18+ years of age.• Made an online purchase using a computer, smartphone or tablet in the past 3

months (May – July 2017).

Total Respondents: n=1,019

Fielding Dates: August 23rd – 31st, 2017

Average Survey Time: 24 minutes

Weighting: Data were weighted to the comScore Media Metrix audience on age and

gender.

Trending: 2017 data was compared to 2016. In a few instances comparisons are made to

2015 (where participants were surveyed across different time periods). Although there

may be some seasonality differences in purchase habits across certain categories, for the

purpose of this research we are assuming that the overall data are comparable.

Significance: Data were tested at a 95% confidence level to identify significant

differences.

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Demographic Profile

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Kids in the Household

64% have kids

Online Shopper Demographic Profile

AGE. What is your age? | GEND. What is your gender? | Note: Data were weighted to age and gender (see Research Methodology page for more details). | QRES. Which of the following best describes where you live? | HHSIZE. How many people live in your home, including yourself? | HHCHILD. How many children (anyone 17 years old or younger) live in your household? | QEMP. Which statement below best describes your current employment status? | QINT. Where do you connect to the internet? | SEL Class determined by set of questions on SEL Criteria page.Base: Online Shoppers (n=1,019)

Age51%

38%

11%

18-34 35-54 55+

Avg: 36

Gender

54% 46%

Household size

72% have less

than 4 in the

household

Area

86% live in the

city

Employment

55% employed

full-time

SEL Class

42%34%

14%6% 2% 1%

AB C+ C C- D+ D/E

Places Connect to Internet

95% 58% 43% 23% 14% 12%

Home Work Data plan Wi-Fi School Internet Cafe

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Online Shoppers by State

QSTATE. Please indicate where you currently live. Base: Online Shoppers: 2017 (n=1,019)

22%

13%

9%

7%

4%

4%

3%

3%

3%

3%

3%

Mexico City

Estado de Mexico

Jalisco

Nuevo León

Veracruz

Puebla

Guanajuato

Baja California

Querétaro

Chihuahua

Sonora

2%

2%

2%

2%

2%

2%

1%

1%

1%

1%

1%

Sinaloa

Michoacán

Guerrero

San Luis Potosí

Morelos

Tamaulipas

Quintana Roo

Aguascalientes

Oaxaca

Tabasco

Coahuila

1%

1%

1%

1%

1%

1%

1%

1%

1%

<1%

Durango

Yucatán

Hidalgo

Nayarit

Chiapas

Tlaxcala

Baja California Sur

Campeche

Colima

Zacatecas

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Estimated Value of the Ecommerce Market in Mexico 2016

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The Ecommerce’s Evolution in México

(*) Average Exchange Rate 2016: MXN 18.71 = 1 USD

$24.50 $36.50 $54.50

$85.70 $121.60

$162.10

$257.09

$329.85

2009 2010 2011 2012 2013 2014 2015 2016

Thousands of Millions Pesos (MXN)

(*)

USD

12

.2 B

illo

ns

28.3%

(*)

USD

16

.22

Bill

on

s

(*)

USD

17

.63

Bill

on

s

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Digital Purchase Behavior

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Online purchase incidence increased year-over-year.

Recent Online PurchasesAmong Total Respondents

Three in four (75%) online

Mexicans made a purchase

online in the past 3 months.2016: 71%

Q1B. How many online transactions did you make using each device in the past 3 months? Base: Total Respondents: 2017 (n= 1,335): Online Shoppers (n=1,019) + Screened Respondents (n=336); 2016 (n=2,491): Online Shoppers (n=1,829) + Screened Respondents (n=662)

Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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Mobile device ownership and usage increased in 2017, particularly using smartphones to make purchases.

Device UsageAmong Online Shoppers

S1. Among the devices listed below, which do you own or regularly use? | Smart TV added in 2017.Q1B. How many online transactions did you make using each device in the past 3 months?Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)


Mobile Device (NET)

2016 (%) 2017 (%)

91 92

90 92

53 57

92 94

- 63

2016 (%) 2017 (%)

85 85

62 70

31 32

69 75

- -

Device Ownership Device Used for Online Purchases

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Mobile Device

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International purchasing was more prevalent in 2017 than in 2016.

International Purchases

Q2. In the past year, have you made an online purchase from an internationally-based retailer (e.g., eBay, Aliexpress, Alibaba, etc. that is located outside of Mexico) and had it shipped to you or someone else in Mexico? | Q2a. What percentage of your online purchases were made from a Mexico-based versus an internationally-based retailer? | Q2a added in 2017| Q2b. In which countries or continents were those internationally based retailers located? | Other not shown.Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Shoppers who Purchased Internationally: 2017 (n=686), 2016 (n=1,112)


2016: 60%

Two in three (67%) Online

Shoppers purchased

internationally.

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United States, the country with the largest international purchase.

Q2. In the past year, have you made an online purchase from an internationally-based retailer (e.g., eBay, Aliexpress, Alibaba, etc. that is located outside of Mexico) and had it shipped to you or someone else in Mexico? | Q2a. What percentage of your online purchases were made from a Mexico-based versus an internationally-based retailer? | Q2a added in 2017| Q2b. In which countries or continents were those internationally based retailers located? | Other not shown.Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Shoppers who Purchased Internationally: 2017 (n=686), 2016 (n=1,112)


61%

41%

13%

9%

75%

49%

20%

15%

United States

Asia

Latin America

Europe

2016

2017

Countries Purchased FromAmong Shoppers who Purchased Internationally

On average, these shoppers made almost half (47%) of their purchases internationally.

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The main reasons for international purchases are price, unique items and brands not available in Mexico.

Reasons to Purchase InternationallyAmong Shoppers who Purchased Internationally

Q2c. Why do you shop from international retailers? Other not shown.Base: Shoppers who Purchased Internationally: 2017 (n=686), 2016 (n=1,112)


61%

53%

44%

21%

12% 12%7%

61%

53% 52%

24%

15%11% 10%

Price is betterinternationally

Want somethingunique

Brands / productsnot available in

Mexico

Quality is betterinternationally

Shipping speed isbetter

internationally

Like status withshopping

internationally

Want to purchaseproducts foundwhile abroad

2016

2017

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The top holidays with an anticipated increase in shopping habits were for Christmas and HotSale, the latter which increased significantly over predicted shopping habits in 2016.

Expectations of Shopping Increase Around HolidaysAmong Online Shoppers

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 2017? | Father’s Day and Children’s Day added in 2017.Net Change is the difference between expectations of shopping to increase and shopping to decrease.Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)


65%

32%

53%

43% 41%36%

28%21%

61%54%

49%43%

36%32%

27% 25% 23%

12%

Christmas HotSale El Buen Fin Mother’s Day

Valentine’s Day

Back toschool

CyberMonday

Father’s Day Children’s Day

Dia deMuertos

2016

2017

48 35 26 27 13 9 1 3 -1 -18

Net Change (%)

17

Purchasing expectations regarding holidays, is similar for retail with respect to the same period.

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Digital Spending

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Purchases incidence increased across a number of categories, most notably apparel & accessories. Quarterly spend across categories remained stable from 2016. Categories Purchased in Past 3 Months

Among Online Shoppers

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of device you have used for online transactions. | Other is not shown. | Transportation added in 2017.Base: Online Shoppers: 2017 (n=1,019), 2016 (n=1,829); *Actual base size for the mean of each category varies and is determined by the incidence of that category.

Indicates value is significantly higher than that of the other year at a 95% confidence level.

53%

46%

37%

32%

17%

22%

18%

21%

19%

59%

48%

36%

35%

33%

27%

27%

26%

24%

23%

Apparel & accessories

Digital downloads

Event tickets

Travel

Transportation

Music, movies & videos

Video games, consoles & accessories

Jewelry & watches

Furniture, appliances & equipment

Toys & hobbies

2016 2017

1459 1502

615 536

1439 1579

8430 7023

- 1198

595 551

1772 1607

2040 1377

3037 4064

1352 1311

Average Quarterly Spend (Pesos)

Average quarterly

spend across categories

(excluding Travel)

2017: 6920 pesos

2016: 6535 pesos

19

6%Average increase in

quarterly expenditure by category (excluding travel) 2016 vs. 2017

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Two exceptions were the sport & fitness and computers / peripherals / PDAs categories where less money was spent in 2017.

Categories Purchased in Past 3 Months (continued)Among Online Shoppers

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of device you have used for online transactions. | Other is not shown. | Transportation added in 2017.Base: Online Shoppers: 2017 (n=1,019), 2016 (n=1,829); *Actual base size for the mean of each category varies and is determined by the incidence of that category.

Indicates value is significantly higher than that of the other year at a 95% confidence level.

17%

18%

18%

17%

19%

15%

16%

14%

13%

10%

22%

22%

22%

21%

20%

19%

19%

17%

16%

12%

Books & magazines

Sport & fitness

Consumer electronics

General services

Computer software

Consumer packaged goods

Computers / peripherals / PDAs

Office supplies

Flowers, greetings & misc. gifts

Home & garden

2016 2017

834 552

1787 1056

1847 1454

1408 1469

1273 1166

1263 1028

3930 2601

1385 1001

673 594

869 877

Average Quarterly Spend (Pesos)

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Travel Purchase Summary - Quarterly average

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of device you have used for online transactions.Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Travel (n=361); Shoppers Who Purchased Travel on Each Device: Computers (n=245), Smartphones (n=112), Tablets (n=57*)* Caution: small sample size (n=30-99)

7247

4797

3920*

35% of Online Shoppers made a travel purchase.

Among Shoppers travel..

28% purchased travel on a computer

15% purchased travel on a

smartphone

17% purchased travel on a

tablet

spent 7023 pesos,

on average

Spend by Device:

Among the Shoppers in Each Device..

Purchasers on Computers were more likely to make a travel purchase than those who purchased on a mobile device.

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Transportation Purchase Summary - Quarterly average

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of device you have used for online transactions.Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Transportation (n=338); Shoppers Who Purchased Transportation on Each Device: Computers (n=100), Smartphones (n=247), Tablets (n=33*)* Caution: small sample size (n=30-99)

1335

990

859*

33% of Online Shoppers made a transportation purchase.

Among Shoppers transportation..

11% purchased

transportation on a computer

35% purchased

transportation on a smartphone

10% purchased

transportation on a tablet

spent 1198 pesos,

on average

Spend by Device:


Purchasers on Smartphones were more likely to make a transportation purchase than those who purchased on any other device.

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Digital Downloads Summary - Quarterly average

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of device you have used for online transactions.Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Digital Downloads (n=494); Shoppers Who Purchased Digital Downloads on Each Device: Computers (n=256), Smartphones (n=314), Tablets (n=128)* Caution: small sample size (n=30-99)

493

328

281

48% of Online Shoppers made a digital downloads purchase.

Among Shoppers Digital Downloads..

29% purchased digital downloads on a

computer


smartphone


tablet

spent 536 pesos, on

average

Spend by Device:


Purchasers on Smartphones and Tablets were more likely to make a digital downloads purchase than those who purchased on a computer.

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Retail Goods Summary - Quarterly average

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of device you have used for online transactions.Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Retail Goods (n=1,009); Shoppers Who Purchased Retail Goods on Each Device: Computers (n=859), Smartphones (n=693), Tablets (n=312)Retail goods include all product categories excluding digital downloads.

6,936

3,627

2,828

99% of Online Shoppers made a retail goods purchase.

Among Shoppers Retail Goods..

99% purchased retail

goods on a computer


goods on a smartphone


goods on a tablet

spent 9,092 pesos,

on average

Spend by Device:


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Payments & Transactions

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Online Shoppers continued to use a variety of methods to pay for their purchases.

Payment Types Used in Past 3 MonthsAmong Online Shoppers

Almost all (97%) Online

Shoppers used an online

channel to pay for their

purchases.

Q4A1. In the past 3 months, how did you pay for your online purchases?Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)


Nearly half (48%) of Online

Shoppers used an offline

method to pay for their

purchases.2016: 95% 2016: 41%

3% of online shoppers use only offline methods

to pay for their purchases in the last 3 months

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VIA BANK NET: 28%

VIA CREDIT CARD NET: 55%

VIA DIGITAL WALLET NET: 76%

"Online payment is still the preferred method for Internet shopping."

Online Payment Types Used in Past 3 MonthsAmong Purchasers on Each Device

Q4A1. In the past 3 months, how did you pay for your online purchases? | Other digital wallet and Other banking channel are not shown. | PayMobile, Referred bank payment, and Payment code were added in 2017. | Q4A4. Which one payment method have you used most often in the past 3 months? | Blue circle shows top methods used most often from Q4A4.Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017 (n=336), 2016 (n=612)

Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level. A/B/C Letters indicate percentage is significantly higher than that of the other group at a 95% confidence level.

70%

18%

12%

7%

7%

7%

61%

53%

17%

23%

15%

23%

11%

PayPal

MercadoPago

Visa Checkout

PayMobile

MasterPass

SafetyPay

Debit card

Personal credit card

Commercial credit card

Gift card

Prepaid card

Referred bank payment

Payment code

Across all Devices(%)

[A=868](%)

[B=722](%)

[C=336]

62 BC 54 C 41

14 C 12 10

9 8 6

3 7 AC 3

4 4 4

4 4 4

48 C 50 C 38

49 BC 35 31

12 11 9

12 17 A 16

10 10 11

17 C 15 12

8 C 7 5

1

3

2

8

4

5

7

9

4

5

7

8

10

27

70%BC 63%C 56%

53%BC 40% 37%

23% 21% 19%

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"Offline payments continue to grow as an option for online shoppers."

Offline Payment Types Used in Past 3 MonthsAmong Purchasers on Each Device

Q4A1. In the past 3 months, how did you pay for your online purchases? | Other offline channel is not shown. | Payment in supermarket added in 2017.Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017 (n=336), 2016 (n=612)


35%

23%

13%

12%

11%

10%

Oxxo

Bank deposit

Payment in supermarket /department store

Cash on delivery

7 Eleven

Pharmacy

Across all Devices(%)

[A=868](%)

[B=722](%)

[C=336]

25 C 26 C 14

17 14 14

8 9 8

7 11 A 8

6 8 5

6 8 5

5

2

5

3

4

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Compared to 2016, Online Shoppers were more likely to store their billing information online, including their credit card number and shipping and billing address.

Store Card Information with Online MerchantsAmong Online Shoppers

Q10. Do you have your credit card number and/or your billing/shipping address stored online with any online merchants?Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829);


70%

Seven in ten Online

Shoppers store information

with an online merchant.2016: 59%

40%

30%

25%

47%

37%

31%

Credit card number

Shipping address

Billing address

2016

2017

Types of Information Stored

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Security concerns remained the top barrier to storing card information.

Reasons to Not Store Card InformationAmong Shoppers Who Do Not Store Card Information

Q10b. What are your reasons for not storing your credit or debit card information (e.g., card number, billing address, etc.)? | Other not shown.Base: Shoppers Who Do Not Store Card Information: 2017 (n= 303), 2016 (n=730);


80%

20%14%

10%6% 3%

80%

26%

15%11%

5%1%

Security concerns Don't purchaseenough from

company

Helps curb spending Didn't knowinformation could be

stored

Don't want to set-upaccount

Don't shop withretailers who store

cards

2016

2017

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Digital Shopping Experiences

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Online Shoppers in 2017 were satisfied with their shopping experiences and have become more open to purchasing on a smartphone than in previous years.

Shopping Experience SatisfactionAmong Online Shoppers & Purchasers on Each Device

% Satisfied, Top 2 Box, 5-point scale

Q5A. How satisfied are you with your overall shopping experience(s) in the last three months? Q5B. How likely are you to make a purchase using each of these devices in the next three months? Base: Online Shoppers: 2017 (n=1,019), 2016 (n=1,829); Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017 (n=336), 2016 (n=612); Device Owners: Computers: 2017 (n=941), 2016 (n=1,649); Smartphones: 2017 (n=943), 2016: (n=1,648); Tablets: 2017 (n=583), 2016 (n=997)

Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.

Likelihood to Purchase on Device in Next 3 Months

Among Device Owners% Likely, Top 2 Box, 5-point scale

86%

86%

81%

83%

86%

Online[n=1,019]

Computer[n=868]

Smartphone[n=722]

Tablet[n=336]

Physical store[n=1,019]

88%

76%

65%

There was an upward trend in likelihood to purchase on a smartphone in the next 3 months (2016 –69%, 2015 – 64%).

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Product prices, information, and shipping time grew in importance and were the top factors to consider for online shopping in 2017.

Important Factors for Online ShoppingAmong Online Shoppers

% Important, Top 2 Box, 4-point scale

Q9. How important are the following factors when shopping for products online? Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)


Product prices

95%

Detailed product info

95%

Delivery speed

94%

Shipping fees

93%

Product selection

92%

Return policy

92%

Multiple product images

91%

Retailer reputation

91%

Ability to pay online directly

89%

Sizing tools

88%

Multiple shipping options

86%

Past retailer experience

82%

Pick up at a convenient location

82%

Retailer loyalty program

82%

Personalizedshopping experience

80%

Consumer / peer reviews

79%

Buy online, pick up in-store

74%

Reserve online, purchase in-store

72%

2 2 3

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Mobile Shopping Experiences

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Smartphone purchases were made mainly because they could access at any time and save time with applications (APP's).

Q7. Why do you use each of the following devices to make purchases online? | Other and None of the above are not shown.Base: Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017 (n=336), 2016 (n=612)Blue shade indicate top response on each device


Reasons to Use Device to Make Online PurchasesAmong Purchasers on Each Device

(%)[A=868]

(%)[B=722]

(%)[C=336]

Easy to compare prices 69 BC 42 41

Trust online security on device 68 BC 48 43

Easy to make purchases on device 67 BC 62 C 45

Internet access on device is fast 66 BC 54 C 40

Easy to save receipts on device 60 BC 37 33

Available special offers / coupons 41 49 AC 35

Able to access Internet anytime on device 27 81 AC 44 A

Available time-saving applications 25 74 AC 48 A

5

7

2

6

7

6

5

7

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SHARE PRODCUTRECOMMENDATIONS

NET: 45%

COMPARE PRICESNET: 82%

65%

44%

27%

64%

56%

50%

36%

20%

37%

Compared prices before shopping

Compared prices while shopping

Scanned mobile barcode to compare

Researched product details

Found nearby stores

Searched for product reviews / recommendations

Shared product recommendations via social media

Shared product recommendations via email

Accessed deal of the day apps

Q8A. Which of the following activities have you conducted on your mobile device? Other and None of the above are not shown.Base: Mobile Device Owners: 2017 (n=958), 2016 (n=1,691)


Shopping Activities Done on Mobile DeviceAmong Mobile Device Owners

Mobile Device Owners most often used their device to compare prices before they shopped and to research product details.

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DIFFICULTY WITHPURCHASES NET: 45%

COST OF MOBILE NET: 24%

NO MOBILE PRESENCE NET: 35%

INTERNET CONNECTION

NET: 46%

Difficulties around internet connection and confusion around mobile device purchases was less likely to occur in 2017.

Difficulties Purchasing on Mobile DeviceAmong Mobile Device Owners

Q8B. Which of the following do you consider as difficulties with using a mobile device to make a purchase? | Other is not shown.Base: Mobile Device Owners: 2017 (n=958), 2016 (n=1,691)


31%

27%

26%

19%

25%

22%

21%

17%

19%

9%

11%

Internet connection too slow

Internet connection not reliable

Retailers do not have mobile app

Retailers do not have mobile site

Limited bandwidth on mobile device

Purchases not safe / secure

Purchases take too long

Purchases on device confusing

Data plans too expensive

Newest mobile devices too expensive

Don't have access to payment options

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4

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"Online transactions with mobile devices increased ...".

Transactions Conducted via Mobile AppAmong Mobile Device Owners

Q13D. Which of the following activities have you done using your mobile device?Base: Mobile Device Owners: 2017 (n=958), 2016 (n=1,691)


86%

Seven in eight Online

Shoppers booked / paid

for a product / service

using APP on their mobile

device. 2016: 78%

43%

42%

27%

23%

18%

25%

15%

57%

46%

27%

26%

24%

21%

21%

Booked / paid for transportation

Purchased products

Booked lodging

Purchased goods in physical store

Booked grocery delivery

Booked flight (via mobile device)

Paid for restaurant order

Mobile App Transactions Conducted

There was an upward trend in booking / paying for a service on a mobile device (2016 –78%, 2015 – 67%).

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Executive Summary

• Three - four of the Mexican online made a purchase in 2017 in the last 3 months; an increase over the previous year.

• Overall online spending (excluding travel) was 6920 pesos, flat compared to 2016, though there was an increase in purchasing across a number of categories.

• Increased cross-category purchasing was driven primarily by smartphone purchasers.

• Top categories purchased were consistent with 2016: apparel & accessories, digital downloads and event tickets.

• International spending increased year-over-year – among those who purchased internationally, almost half of their purchases were outside of Mexico. These shoppers were driven by price and loyalty to shop elsewhere.

• Awareness of digital payment tools increased over the previous year, driven primarily by PayPal, MercadoPago, and Visa Checkout.

• Offline payments continue to grow as an option for Internet shoppers, the most used being Oxxo and Bank Deposit.

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Executive Summary (continued)• Security was less likely to be an issue for Online Shoppers compared to

2016.

• Almost half cited trust in smartphone security, up in 2017.

• Security concerns on a retailer’s mobile app were less likely to be a barrierto shopping.

• Shoppers were more comfortable shopping on mobile devices in 2017.

• Mobile device ownership and purchasing was up year over year, particularly on smartphones. Shoppers were also more likely to intend to use their smartphone to make a purchase in the near future.

• Functionality and familiarity with mobile devices improved; among mobile users, one in three cited difficulties related to internet connection and less than one in five noted confusion using mobile devices, a decrease from 2016. Mobile device usage to pay or book services also increased from 2015.

• Exclusive mobile app usage for retailers increased over 2016.

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E-Commerce Study - RetailersSummary of Results

September 2017

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Objectives

o Quantify the value and volume of e-commerce sales in Mexico.

o Understand expected sales increases and decreases around holidays.

o Determine payment types accepted.

o Determine promotions used by retailers.

o Understand website features.

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Methodology

Online merchants who work in e-Commerce sales in Mexico were sent an email

invitation by Asociacion de Internet MX with a link to the survey.

Total Respondents: n=50

Fielding Dates: August 28th – September 18th, 2017

Average Survey Time: 20 minutes

Trending: The 2017 and 2016 results are shown throughout the report. However,

these data are not tested for statistically significant changes between years since

there may be unmeasured differences in the samples due to the sampling method

used (convenience samples).

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E-Commerce Landscape

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Retailers, on average, report one in three sales on a mobile device; almost all retailers have sold via a mobile channel.

Online / E-Commerce SalesAmong All Retailers

Q2A. What percentage of your online/e-commerce sales are within Mexico versus internationally?Q2B. What percentage of your online/e-commerce sales are via mobile channels (i.e. smartphone/tablet, including apps if applicable) vs. desktop?Base: All Retailers: 2017 (n=50), 2016 (n=50)

93% 93%

7% 7%

2016 2017

International

Average of Mexico vs. International Purchases

Mexico

67% 66%

33% 34%

2016 2017

Average of Desktop vs. Mobile Purchases

Desktop

Mobile28% of retailers

had international

sales. 98% of retailers

reported mobile

purchases.

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The top categories of products sold online were similar to 2017: apparel & accessories, furniture and consumer electronics.Over one in five retailers sold another category not listed.

Goods & Services Sold OnlineAmong All Retailers

Q1. Which of the following categories of goods and services do you or your organization sell online? Base: All Retailers: 2017 (n=50), 2016 (n=50)

40%

34%

22%

16%

16%

14%

14%

12%

12%

10%

10%

Apparel & accessories

Furniture, appliances & equipment

Consumer electronics

Jewelry & watches

Video games, consoles & accessories

Computers / peripherals / PDAs

Sport & fitness

Digital downloads

Home & garden

Computer software

Office supplies

2016

42%

20%

20%

18%

16%

24%

28%

22%

18%

14%

12%

10%

10%

6%

6%

6%

6%

6%

4%

4%

22%

Toys & hobbies

Travel

Books & magazines

Flowers, greetings & misc. gifts

General services

Music, movies & videos

Transportation

Consumer packaged goods

Event tickets

Other category not listed

2016

16%

16%

12%

6%

10%

4%

-

12%

8%

24%

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Similar to 2016, the top three holidays where retailers predicted sales to increase were Christmas, El Buen Fin, and HotSale.Cyber Monday was also one of top holidays with an expected sales increase.

Expected Increase in Sales by HolidayAmong All Retailers

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 2017?Base: All Retailers: 2017 (n=50), 2016 (n=50)

80%

90%

82%

64%

52%

36%

28%

40%

92% 92%88%

84%

56%50%

44%38% 36%

32%

Christmas El Buen Fin HotSale CyberMonday

Mother’s Day

Father’s Day Back toschool

Valentine’s Day

Vacacionesmedio año

Children’s Day

2016

2017

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Website Features

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Over half of retailers used third party analysis and prevention tools and similar percentage implemented user names and passwords to combat against fraud.

Tools Used for Fraud Control / PreventionAmong Retailers Who Own Their Storefront

Q8. Which of the following tools or solutions do you use to prevent and/or control the risk of fraud on your website? | Almost all answer options were modified in 2017.Other and None of the above are not shown.Base: Retailers Who Own Their Storefront: 2017 (n=49*)* Caution: small sample size (n=30-49); use with caution.

57%* 55%*

41%*

29%* 24%* 22%* 20%*

10%* 10%*

Herramientasdeanálisis y

prevención deempresasterceras

Registro ysolicitud de`Usuario y

Contraseña` delcliente

Validación deidentificación

oficial

Autenticación através de3DSecure

Sistema deValidación en

Línea

Herramientasdeanálisis y

prevenciónpropias y/o

desarrolladaspor ustedes

Validacion viacomprobante de

domicilio

Autenticación através de firma

electrónica

Confirmación enmóvil

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One third of retailers surveyed had a mobile app, primarily for Android and iOS operating systems.

Retailer Mobile App UsageAmong All Retailers

Q10. Does your business have a mobile app for any of the following operating systems?Other is not shown.Base: All Retailers: 2017 (n=50), 2016 (n=50)

46%

46%

10%

4%

32%

28%

6%

2%

Google Android

Apple iOS

Windows Mobile / Phone

BlackBerry OS

2016

2017

32%of all retailers have a mobile

app

2016: 50%

Operating Systems for Which Retailer Has Mobile App

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Knowledge of the AMIPCI Trust Mark from the retail respondents grew in 2017.

AwarenessAmong All Retailers

% Aware

Q6A. Are you aware of the Asociacion de Internet MX Trust Mark? 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: 2017 (n=50), 2016 (n=50)

84%Aware of

Asociacion de Internet MX Trust

Mark

2016: 76%

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Role of the Physical Store

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Almost two in three online retailers surveyed also have a physical presence, which commands the majority of their sales.Few of these multi-channel retailers plan to close their physical stores.

Physical Stores

Q9A. Does your business have physical store locations? | Base: All Retailers: 2017 (n=50), 2016 (n=50)Q9B. What percentage of your total sales come from the Internet vs. physical stores? | Q9C. Do you have any plans to close some or all of your physical store locations?Base: Retailers with Online & Physical Store Locations: 2017 (n=32*), 2016 (n=29**)* Caution: small sample size (n=30-49); use with caution. | ** Caution: very small sample size (n=20-29); use with extreme caution.

64%of all retailers have a

physical store.

Among Retailers with Online & Physical Store Locations:

13%*plan to close their

physical store locations.

74%*of sales, on average,

come from the physical store.2016: 58%

2016: 79%** 2016: 7%**

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Over eight in ten retailers were satisfied with their overall sales performance; a similar percentage were satisfied with their physical store and online presence.

Sales Performance Satisfaction by ChannelAmong All Retailers

% Satisfied, Top 2 Box, 4-point scale

Q13. How satisfied are you with your sales performance in the past 12 months?Mobile App satisfaction not shown due to small sample (n<20).Base: All Retailers: 2017 (n=50), 2016 (n=50); Overall Sales: 2017 (n=50), 2016 (n=50); Physical Store Sales: 2017 (n=32*), 2016 (n=29**); Online Sales: 2017 (n=50), 2016 (n=50)* Caution: small sample size (n=30-49); use with caution. | ** Caution: very small sample size (n=20-29); use with extreme caution.

84%

Physical Store

81%* satisfied

Online

78% satisfied

2016: 70%

2016: 79%**

2016: 74%

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Retailers who did not plan to close physical stores referred to having both traditional and e-commerce channels to encourage sales.

Reasons to Not Plan to Close Physical Stores**Among Retailers Who Do Not Plan to Close Physical Stores

Q9D. Please explain why you are <<not>> planning to close physical stores. Base: Retailers Who Do Not Plan to Close Physical Stores: 2017 (n=28**)** Caution: very small sample size (n=20-29); use with extreme caution.Note: Sample size for respondents who are planning to close stores is too small to report.

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Executive Summary• Online Sales

• Apparel & accessories, furniture and consumer electronics continued to be the top product categories sold online.

• Online sales volume from May to July 2017 was concentrated in computers / peripherals / PDAs, clothing and accessories and electronic devices.

• Mobile was a key channel in online sales; about a third of sales came from mobile and nearly all retailers cited sales from a mobile device.

• A third of the retailers surveyed had a mobile application (APP).

• The AMIPCI Trust Mark by the respondents retailers increase in comparison to 2016, from 76% to 84%.

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Executive Summary• Physical Stores

• The physical store remained a key component in retailers’ sales strategy.

• Two in three retailers had a physical presence and three quarters of sales, on average, came from a physical store.

• Most retailers planned to keep their physical presence in addition to their online storefronts.

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E – commerce Study in Mexico 2017

comScore’s Analytics Team:

Wendy Segal, Senior Research Director, [email protected]

Kim Bui, Senior Survey Insights Analyst, [email protected]

Sarah Barker, Research Lead, [email protected]

Ivan Marchant, Vice President Sales, [email protected]

Marcos Ramirez, Senior Sales Manager, [email protected]

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mailto:[email protected]





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