Este documento presenta los resultados de una encuesta de Nielsen sobre comercio digital a nivel global y en América Latina. Resalta que el comercio electrónico está creciendo rápidamente impulsado por factores como la conectividad, las necesidades de conveniencia de los consumidores y el aumento de la población urbana. En América Latina, alrededor de un tercio de los consumidores realizaron compras online en el último año, aunque las categorías de consumo masivo aún representan una pequeña parte de las ventas totales. El
In todays world, consumers around the globe are leading increasingly hectic lives – a “hyperconnected, hyperlife”. Work-life balance is regularly cited as one of their biggest concerns. Busy consumers are demanding products, places, spaces and processes to help them overcome everyday obstacles for effortless living. Anything that saves consumers time and effort is highly sought after. Shortcuts, cheats, easy-to-use, automated, intelligent and digitised options for every conceivable lifestyle item, incident and interaction are the order of the day.
This growing demand for convenience presents manufacturers and retailers with countless opportunities. New, innovative and integrated convenience solutions are being brought to market at speed to address multiple consumer challenges. However, for sustained success, companies will need to adapt and enhance their convenience solutions as consumer needs rapidly evolve. To do so effectively means being ahead of the game – understanding before your competitors do, how consumer demand will change and what solutions will help.
Today, convenience transcends products, services and store channels. Packaging; preparation; storage; portability; disposal; ordering; replenishment; fulfilment; as well as device, payment and application technologies are all key considerations in providing an overall convenience experience.
In short, Consumers require more to do less!
There are many factors or “drivers” influencing the growing global demand for convenience. Although the convenience trend is evolving in various ways and at different speeds depending on the region or country, it is happening nearly everywhere in the world. By understanding what drives convenience across various marketplaces, companies can question assumptions, create better strategies and develop agile, forward-focused plans to satisfy consumer demand.
6 key drivers of change are shaping the need for convenience solutions and can be used as a foundation for identifying future needs.
Some key questions to consider are:
How might each driver of change influence the consumer and retail environments?
How will a combination of these drivers play out?
What is the expected impact on consumption, shopping and engagement?
AND how should our company respond?
53% de la poblacion mundial se conecta a internet
2018 Global Digital, elaborado por We are Social y Hootsuite,
En 2017, las ventas en línea globales alcanzaron un total de $2.3 billones de dólares 2, equivalente a un 10.2% de las ventas minoristas totales y se espera que en 2021 alcancen el 17.5%.
Los mercados de América del Norte, Pacífico y Asia del Norte se están beneficiando del crecimiento de las ventas de consumo masivo en línea -cuidado personal, salud y productos para el hogar y productos comestibles empacados-, mientras mercados con mayor desarrollo en comercio electrónico como China y Corea del Sur, están avanzando a mayor velocidad en la comercialización de productos frescos en línea.
Why Today is so relevant for the total E-Commerce world to start talking & taking action on FMCG E-Commerce for (Fast Moving Consumer Goods)?
While Fashion, Music/Books, Electronics, Tech, Services (Travell, Tickets) keeps leading on E-commerce.
Since 2016 FMCG segments have been growing the most.
Globally shoppers have already, and they continue choosing Digital channels for diverse products & Services.
Comparing 2016 vs 2018 shoppers keep showing interest in using, and increase usage, of digital platforms for all segment
all categories show a positive shift ,
Avg Grwoth + 7%
FMCG categories showing above avg growth, with Fresh groceries growing +15%
With 40-30 of shoppers doing on line purchases for PC items…yes +30% of Latam shoppers are purchasing PC items on Digital
Y se que hoy muchos de nosotros no estamos poniendo especial atención a nuestras estrategias digitales por pensar que los artículos de consumo masivo no se verán tan afectados por este driver de cambio, sin embargo; no hay nada más equivocado, porque aquellos que aún no compran, muy probablemente estarán cambiando de opinión acerca de nuestros productos o cambiando a marcas de nuestra competencia a partir de la información que ven día a día on-line
El reto en América Latina consistirá en aumentar y mejorar nuestros métodos y rutas de entrega y reducir los costos de las tarifas de acceso, así como los servicios y equipos con mejor capacidad y calidad, para que los consumidores puedan comprar bienes de consumo a través de Internet ...
Pero si no empezamos a apoyar y desarrollar una estrategia digital hoy ... probablemente mañana sea demasiado tarde y otros fabricantes y minoristas visionarios cambiarán el equilibrio a su favor ... ¿quién prefieren ser ... Blockbuster o Netflix?
Nielsen Global Connected Commerce Report, January 2016
https://intranet.nielsen.com/company/news/newsletters/Global%20Consumer%20Survey%20Supplemental%20Documents/Nielsen%20Global%20Connected%20Commerce%20Report%20January%202016%20Digital.pdf
Conceted Commerce: Ha comprado alguna vez por internet esta categoría?
Fashion
Travel
Event Tickets
Consumer electronics
Books/Music/Stationary
IT & Mobile
Video game related products
Beauty & Personal care products
Restaurant deliveries or Meal delivery services
Furniture, decor, tools
Medicine or health care products (e.g. medicine, dietary supplements, contact lens solution, diabetic supplies, etc.)
Products for baby & young children (e.g. diapers, toys, baby food, infant formula, etc.)
Pet food and supplies
Wine and alcoholic beverages
Household groceries (e.g. toilet paper, kitchen cleaner, laundry detergents, etc.)
Packaged grocery food (e.g. canned food, beverages, packaged snacks, seasonings, etc.)
Fresh groceries (e.g. vegetable, meat, fruits, baked goods, etc.)