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Study of Ecommerce Mexico 2015
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Objective and Vision of the StudyThe Mexican Internet Association, A.C. (AMIPCI) integrates the companies that represent aninfluence on the development of the Internet industry in Mexico. Every year, the AMIPCIundertakes the task of carrying out studies based on the use of Internet in Mexico to guide andpromote market growth.
Aware of the need to understand and analyze the aspects that can affect the e-commerce in ourcountry, AMIPCI presents the Study of Ecommerce Mexico 2015, which is already the 10thversion and is divided into two sections, that investigates components Ecommerce: OnlineBuyers 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 bycomScore.
Analyses were performed by interviewing online buyers in Mexico and the leading e-commerceplayers in the country to have the vision of both supply and demand.
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Estimated market value of e-
commerce in Mexico 2014
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Development of Ecommerce in Mexico
$24.50 $36.50
$54.50
$85.70
$121.60
$162.10
2009 2010 2011 2012 2013 2014
Billions of Pesos (MXN)
34%42%
(*)
USD
12
.2 B
illo
ne
s
(*) Average Exchange rate: MXN 13.28 x 1 USD
USD
9.2
Bill
on
es
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Analysis of Consumer Experience
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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
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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%
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Digital Purchase Behavior
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Three-quarters of online Mexicans made an online purchase during the first quarter of 2015.
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)
Yes, 75%
No, 25%
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.
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50%
28%
11%4%4%
3%Smartphone andtablet or tablet only
Smartphone only
Computer andtablet
Computer only
Computer andsmartphone
All 3 devices
93%84%
57%
Computer Smartphone Tablet
Shoppers 18-34 years of age
use smartphones more than
those aged 35+; those with SEL
AB use smartphones and
tablets more their counterparts.
Device ownership is high, and half of online shoppers have all three devices (computer, smartphone, and tablet).
S1. Among the devices listed below, which do you own or regularly use? Please select all that applyBase: Total respondents (n=1,243)
Device Usage
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Over half of shoppers purchased from an international retailer, with the U.S. being the top source for imported items.
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)
Yes, 57%
No, 43%
64%
36%
13%
11%
2%
United States
Asia
Latinoamerica
Europe
Other
International Purchases Country Purchased From
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25%
23%
21%
18%
14%
20%
13%
12%
56%
49%
50%
42%
41%
28%
30%
25%
19%
28%
29%
40%
45%
52%
57%
63%
Halloween
Cyber Monday
Back to school
Valentine’s Day
Mother’s Day
El Buen Fin
HotSale
Christmas
Decrease Stay the Same Increase
Shopping and buying are expected to increase around all holidays except for Halloween/Día de Muertos
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)
Expected Change in Shopping Habits by Holiday
Net Change:
51%
44%
32%
31%
22%
8%
5%
-6%
More shoppers with SEL AB said their shopping would increase at Christmas and HotSale than those with SEL C or below.
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Digital Spending
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18%
19%
19%
19%
20%
21%
23%
35%
49%
53%
Consumer Electronics (excluding PC Peripherals)
Furniture, Appliances & Equipment
Computer Software (excluding PC Games)
Music, Movies & Videos (physical copies only)
Toys & Hobbies
Books & Magazines (physical copies only)
Video Games, Consoles & Accessories
Event Tickets
Digital Downloads
Apparel & Accessories
Category purchased and Amount Spent Across All Devices
$1,652
$2,643
$922
$448
$1,086
$480
$1,555
$1,179
$581
$1,383
$5,575
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 Purchase Incidence Average Quarterly Spend MXN*
Average quarterly spend across categories excluding travel
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.
The percentages can not be added because of duplication
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Category Purchased and Amount Spent Across All Devices (continued)
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 Purchase Incidence Average Quarterly Spend MXN*
30%
13%
7%
10%
11%
14%
14%
17%
17%
18%
Travel
Other category not listed
Home & Garden
Flowers, Greetings & Misc. Gifts
Office Supplies
General Services (photo printing, shipping, etc.)
Consumer Packaged Goods
Computers / Peripherals / PDAs
Jewelry & Watches
Sport & Fitness
$9,284
$2,143
$1,210
$560
$1,449
$1,523
$858
$3,714
$1,735
$1,340
$5,575Average quarterly spend across categories excluding travel
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.
The percentages can not be added because of duplication
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Payments & Transactions
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95%
53%
52%
58%
28%
19%
7%
31%
18%
16%
15%
44%
12%
24%
29%
8%
8%
7%
Net: Payments with Bank Credit/Debit Cards as support
Personal credit card
Debit card
PayPal
Bank account transfer
MercadoPago
Safety Pay
Net: Other Non-Banking Cards
Commercial credit card
Prepaid card
Gift card
Net: Offline Payments
Cash on delivery
Bank deposit
Oxxo
7 Eleven
Pharmacy
Other offline channel
93%
52%
43%
51%
24%
15%
4%
25%
14%
9%
9%
38%
9%
20%
23%
5%
5%
3%
81%
29%
32%
38%
11%
14%
5%
26%
9%
10%
13%
29%
6%
11%
11%
5%
4%
8%
Funding payments from a bank account (Credit Card, Debit Card, PayPal, MercadoPago, SafetyPay and Bank Transfer) dominate in Mexico
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
Payment Types Used Past 3 Months
83%
30%
38%
39%
17%
12%
5%
26%
12%
12%
9%
33%
8%
15%
17%
6%
6%
5%
Across any Device(n=1,243)
Computer(n=1,101)
Smartphone (n=681)
Tablet(n=442)
BC
A
78%22%
Classification According to Number of Payments
Electrónico
Offline
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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
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)
77%
28%
14%
13%
7%
2%
2%
Security concerns
I don’t purchase enough from a company to warrant storing my card information
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
The percentages can not be added because of duplication
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Digital Shopping Experiences
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Shoppers are highly satisfied with shopping both online and in a physical store.
Q5A. How satisfied are you with your overall shopping experience(s) in the last three months?Base: Device purchasers
Satisfaction with Shopping
8%
7%
7%
7%
8%
6%
5%
10%
9%
7%
40%
38%
43%
41%
40%
46%
50%
40%
43%
45%
Overall online (n=1,243)
Computer (n=1,101)
Smartphone (n=681)
Tablet (n=442)
Physical Store (n=1,243)
Extremely Dissatisfied Somewhat Dissatisfied Somewhat Satisfied Extremely Satisfied
86%
88%
83%
84%
85%
Net Satisfied:
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.
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The majority of all shoppers are likely to purchase across devices; however, intent is highest on a computer and lowest on a smartphone.
Q5B. How likely are you to make a purchase using each of these devices in the next three months? Base: Device users.
Intent to Purchase in the Next 3 Months
18%22%8%
15%14%
4%
67%64%88%
Tablet(n=705)[C]
Smartphone(n=1047)[B]
Computer(n=1,156)[A]
Likely (Top 2 Box)
Neutral
Unlikely (Bottom 2 Box)
Males are more likely to make purchases on a computer in the next three months than females (92% vs. 85%).
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Mobile Shopping Experiences
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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.
Q7. Why do you use each of the following devices to make purchases online? Base: Total respondents (n=1,243).
Reasons for Device Choice for Online Purchases
73%
71%
68%
67%
65%
48%
34%
32%
2%
1%
Easy to make purchases on this device
Internet access on this device is fast
Easy to compare prices and find the best deal
I trust the security online on this device
Easy to save my receipts on this device
Available special offers/coupons
Available time-saving applications
Able to access the Internet from this device from anywhere andanytime
Other
None of the above
52%
46%
34%
41%
30%
41%
65%
75%
2%
3%
54%
46%
43%
41%
31%
35%
50%
50%
2%
3%
Computer(n=1,101) [A]
Smartphone (n=681) [B]
Tablet(n=442) [C]
Males trust security more than females on a Smartphone (45% vs. 36%) and Tablet (49% vs. 33%).The percentages can not be added
because of duplication
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About three in five mobile device users have used their device to research product details,compare prices, and find nearby stores.
Q8a. Which of the following activities have you conducted on your mobile device? Base: Mobile device users (n=1,103)
63%
62%
59%
50%
45%
44%
37%
26%
24%
1%
4%
Researching product details
Comparing prices before shopping for an item
Finding nearby stores
Searching for product reviews/recommendations from a website
Comparing prices while shopping for an item in person at a store
Accessing deal of the day apps
Sharing product recommendations via a social networking site or app
Mobile barcode scanning to compare prices
Sharing product recommendations via email
Other
None of the above
Shopping Activities Conducted on Mobile Device(s)
Shoppers 18-21 use their mobile devices to research product details (71%) more than those who are 22 years and older.
The percentages can not be added because of duplication
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Over a third of mobile device users say they have purchased products using a mobile app.
Mobile Device Transactions Conducted
Q13d. Which of the following activities have you done using your mobile device? Base: Mobile device users (n=1,103)
38%
23%
22%
21%
18%
17%
14%
33%
Purchased products using a mobile app (such as electronics, apparel, shoes,etc.)
Booked a rental for lodging using a mobile app (such as Best day, Despegar,PriceTravel, Airbnb, booking.com, hotels.com, etc.)
Used a mobile app on your mobile device to purchase goods at a coffee shop(such as Starbucks, Krispy Kreme, etc.)
Booked a flight
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 Comeren tu casa, etc.)
Paid for a restaurant order using a mobile app (such as OpenTable, SinDelantal, Hello Food, Pedidos Ya, etc.)
None of the above
Younger shoppers have done these activities more than shoppers 35 years and older.
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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 frommobile devices
• Average quarterly spending across all devices and non-travel categories was MX$5,575 approximatelyMXN$1,860 pesos spent online per month .
• Two-thirds of shoppers use a mobile device (smartphone and/or tablet) for their online purchases, withjust 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 useretailer apps, which can save time.
• Seven in ten mobile users have shopped within retailers’ apps, and more than one-third have madein-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.
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Analysis of the retailer’s
experience
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Table of Contents
Objectives & Methodology 31
E-commerce Landscape 32
Website Features 36
Digital Marketing & Promotions 41
Executive Summary 44
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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.
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E-commerce Landscape
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Apparel, sports & fitness, other and consumer electronics are the top four categories sold among these retailers.
Q1. Which of the following categories of goods and services do you or your organization sell online? Base: All retailers (n=75)
Categories of goods and services sold online
37%
33%
25%
23%
21%
20%
20%
16%
15%
15%
15%
13%
13%
12%
11%
7%
4%
4%
33%
13%
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
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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
Share of Sales (excluding travel)
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.
B
21%
19%
8%5%
3%2%2%2%
1%1%
1%1%
34%(Other)
Consumer electronics (excluding PCPeripherals)Computers / peripherals / PDAs
Event tickets
Apparel & accessories
Consumer packaged goods
Home & garden
Sport & fitness
Furniture, appliances & equipment
Office supplies
Computer software (excluding PCGames)Video games, consoles & accessories
Other listed categories combined*
Other category not listed
If Travel were included, it would represent 61% of the sales dollars even though only 13% of retailers sell travel.
61%
39%
% MXN Sales Q1 2015 Retailers
Travel
No Travel
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11%
9%
31%
24%
9%
1%
5%
3%
60%
57%
32%
29%
33%
35%
21%
15%
17%
29%
33%
37%
47%
57%
64%
79%
80%
80%
Halloween
Valentine’s Day
Vacaciones…
Back to School
Mother’s Day
Cyber Monday
HotSale
Christmas
El Buen Fin
Decrease Stay the Same Increase
Retailers expect sales to increase the most around El Buen Fin, Christmas and HotSale.
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)
Expected Change in Sales by Holiday
Net Change:77%
75%
79%
63%
48%
23%
6%
24%
19%
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Website Features
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83%
80%
78%
73%
61%
29%
20%
20%
17%
22%
58%
51%
36%
32%
20%
15%
Debit card
Personal credit card
PayPal
Commercial credit card
Bank account transfer
MercadoPago
Prepaid card
Gift card
Safety Pay
Other online channel
Bank deposit
Oxxo
7 Eleven
Cash on delivery
Pharmacy
Other offline channel
Most retailers control their own online storefront. Debit/credit cards and PayPal are the most accepted types of payment.
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)
Payment Types Accepted Online
AB
AB
A A
C
C
A
92%
17%
4%
Through a website/app that you oryour company owns
Through a website/app that you donot own or control
Other
Type of Online Storefront
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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
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)
88%
12%
Awareness of Mexico’s HotSale event
97%
3%
Aware Not Aware
97%
3%
Awareness of El Buen Fin event
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Seven in ten have some type of risk analysis/prevention tool or service.
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)
Controls and security features on the website
54%
46%
32%
20%
17%
13%
17%
4%
Tools of analysis and risk prevention by third parties
Own tools of analysis and risk prevention
3D Secure Authentication
Online validation system
Validation via proof of address
Mobile confirmation
Other
None of the above
Net: Have a risk analysis/prevention tool or service: 71%
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53% 52%
25%
12% 4%
41%
Google Android Apple iOS Windows Mobile /Phone
BlackBerry OS Other None of the above,do not have a
mobile app
Three in five retailers have a mobile app, with most being supported by both Android and Apple iOS.
Q10. Does your business have a mobile app for any of the following operating systems? Base: All retailers (n=75)
Operating systems for which the business has a mobile app
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Digital Marketing and
Promotions
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These retailers have several active marketing strategies, includingnewsletters, Social Media and search engines advertising (banners, subastade palabras, etc.).
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.
Digital marketing activities in the past 12 months
87%
85%
81%
73%
53%
49%
45%
29%
29%
21%
4%
Email newsletters/notifications to subscribers
Management of social networking profiles
Search engine advertising
Banners on websites
Mobile advertising
Lead generation
Customer loyalty program
Updates/notifications within mobile apps*
Geolocation
SMS
Other
Among retailers with mobile apps, 50% send updates and notifications within their app, and 41% use geolocation.
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Discounts and interest-free credit were the top sales promotions offered in the past 12 months.
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.
Online sales promotions/deals on business website in the past 12 months
69%
64%
48%
48%
48%
45%
40%
38%
34%
25%
19%
18%
3%
Discounts, coupons, or promo codes on products/services
Interest-free credit
Free shipping for all online purchases
Discounts/deals for social media ‘fans’ or ‘followers’
Free shipping for online purchases above a specific value
Free gift with purchase
Free shipping on returns
Discounts/deals for loyalty program members
Ability to pay some of the cost later/monthly without interest
In-store returns
Free in-store pick-up for online purchases
Free shipping for longer/extended delivery times
None of the above
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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.
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Thank you!
Sponsored by:
Iván MarchantVP comScore Mé[email protected]
Mario LabastidaSenior Account Sales Manager comScore
Luis Carracci 146.
Col. Extremadura Insurgentes
Del. Benito Juárez.
C.P. 03470. México D.F.
Tel. 5559 8322
www.amipci.org.mx
Tel. 8000 8000
www.comscore.com
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