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People are adopting digital platforms at an unprecedented rate and the growth of e-commerce is accelerating. From the hand of these insights, discover what are the main opportunities and current challenges.

How e-commerce grew

of those who bought retail online in 2020 are new e-shoppers born in a pandemic

Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR, BR , CO, MX, CL and PE), February 2021.

of people will prefer to buy online during the next discount season and receive the products at home

Google survey, n = 2,500, LATAM, February 2021.

of those who participate in online promotional events are inclined towards offers when deciding on a purchase

Google survey, n = 2,500, LATAM, February 2021.

What are the new concerns and motivations of consumers

of Latin Americans are concerned that stores do not practice safe hygiene

Google / Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR , BR, CO, MX, CL and PE), February 2021.

the number of impulse purchases has decreased, mostly due to the reduction in their income

Google / Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR , BR, CO, MX, CL and PE), February 2021.

of people buy to replace products, while storing or taking advantage of promotions are other reasons

Google / Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR , BR, CO, MX, CL and PE), February 2021.

The obstacles of the shopping experience

of those who had problems buying online was due to problems with the delivery of the product

Google / Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR , BR, CO, MX, CL and PE), February 2021.

of those who had problems buying in person was with the availability of the product

Google / Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR , BR, CO, MX, CL and PE), February 2021.

of people who bought groceries experienced a problem, both online and in person, mostly due to higher prices than normal

Google / Kantar, The Journey Reshaped: COVID-19’s impact on the path to purchase, online survey, population +18 that made a purchase / subscribed to a service, or intends to do so in the categories included, LATAM Retail (AR , BR, CO, MX, CL and PE), February 2021.

Source: Google Insights
Francisco Gutierrez

Francisco Gutierrez

In charge of the creative department of online advertising and digital marketing with more than 10 years of experience.

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