LatinNews spoke to Marcos Pueyrredon [MP], president of the Latin American Institute of Electronic Commerce; María Lorena Flórez Rojas [MLFR], director of the Grupo de Estudios en Comercio Electrónico, Telecomunicaciones e Informática (Gecti) at Universidad de Los Andes, Colombia; and Eric Pérez-Grovas [EPG], president of the Mexican Association of Online Sales (Asociación Mexicana de Ventas Online [AMVO]). The interviews have been translated from the original Spanish and edited for length and clarity.
Is it possible to group different Latin American countries together in terms of the growth of ecommerce?
MP: We have two ‘rankings’ in Latin America: one is the maturity of the market and the other is the gross merchandise volume (GMV – a total sales dollar value for merchandise sold through a particular marketplace over a certain time frame).
In the first, Brazil comes top of the rankings, but competition is strong in certain categories, such as fashion in Colombia and Argentina, which are fighting for top spot. Tourism in Mexico and Argentina is a similar battle. However, if we have to calculate an average across all categories in terms of the maturity of the market it would look like this: 1) Brazil 2) Argentina 3) Colombia/Mexico 4) Chile and 5) Peru.
If we look at the ranking for volume in terms of GMV B2C retail, it would be: 1) Brazil 2) Mexico 3) Argentina/Colombia 4) Chile and 5) Peru.
What are your predictions for ecommerce in the region in the next five years?
MP: I think we are only just seeing the tip of the iceberg and the next five years will be a lot more disruptive than the last 20. With increasingly empowered consumers various mature markets in Latin America are already dealing with the ‘double digit challenge’, that is pushing ecommerce sales above 10% of total sales while maintaining profitability and sustainability. This means retailers and brands will make more aggressive moves towards multichannel operations and vertical integration.
Which are the most interesting Latin American countries in terms of ecommerce at the moment and why?
MP: Definitely countries like Mexico and Colombia. The former because it’s a sleeping giant with lots of potential on every front, and the latter because it has an interesting market and an ecosystem that has shown it can develop in order to compete on a global level.
B2C retail digital commerce in Latin America has already broken the US$100bn barrier and, as is the case in many countries in the region, it is not influenced only by prices, variety, convenience and valuations, but also the things consumers look for in offline purchases: the right product and an unbeatable buying experience. This is the main challenge that Latin American retailers are facing, and in countries like Colombia and Mexico it is being successfully met by many industry players.
On the other hand, a low rate of credit card penetration in both countries means it’s necessary to offer alternative payment options, and high rates of mobile device penetration and use means another challenge is to provide a satisfactory mobile shopping experience. The costs and complexities of logistics mean that those who have physical stores make use of them through collection services, drive-thru delivery or last mile, and those that don’t try to boost their logistical capacity using trust delivery point models, like lockers. There are lots of strategies in use in both Mexico and Colombia.
How important is cross-border digital commerce?
EPG: For Mexico in particular, cross-border trade is going to be especially important. One part of the new free trade agreement (USMCA), which is waiting to be ratified, covers digital commerce, unlike the previous one. We are certain to see important changes in bilateral digital commerce, including more Mexican entrepreneurs selling in the US. This is an interesting trend. We are going to see increasing exchanges from both sides.
Another important point is that we are going to start seeing Chinese companies entering the market. Didi has made a very aggressive start in Mexico and there will definitely be more companies. Chinese companies have very sophisticated models that in some cases are better suited to the reality of Mexico than that of developed countries. US companies know the Mexican market well but in the digital world China has developed very particular systems which could definitely be successful in a market like Mexico City.
How do legal considerations affect ecommerce?
MLFR: Ecommerce presents huge regulatory and cultural challenges at a national and international level. Ecommerce is one of the most visible consequences of the technological revolution on a global scale, which means it’s difficult to separate internal and international factors. For example, online purchases of video game software or other intangible goods are made in one jurisdiction and used in another. In this case the challenges in terms of jurisdiction start with problems such as guarantees, complaint resolution, and language. Given that the internet has been a globally connected system since the beginning, it’s natural that it generates cross-border commercial links as well as national ones.
The regulatory challenges mentioned previously include vital updates to many legal agreements covering commercial transactions. Each country has the freedom to implement its legislative agenda, however it should be remembered that every country in Latin America shares things in common that could be reflected in cross-border commercial transactions.
Which sectors present the biggest opportunities?
EPG: Direct to consumer is one opportunity, which means you create your own brand and sell direct to customers via digital platforms. In Mexico, Luna mattresses and Gaia furniture have been successful. Opticians Ben and Frank have also done well thanks to a strong brand identity. The business is growing super-fast and it would have been really hard for them to grow as fast as they are if they weren’t able to attract clients digitally. They also have physical shops, and multichannel is becoming a very important part of digital commerce strategy. However, it’s only successful in those cases where they are able to sell with an attractive margin. Direct to consumer could also be a good opportunity in Brazil.
There is also a gap for a model that helps companies hire talent or train people in digital platforms. That would be very popular in the ecommerce world because unfortunately we (Mexico) produce less talent than we should do and there isn’t enough expertise in the country at the moment.
MP: Latin American ecommerce is growing fast due to strong demand and new suppliers that are improving the purchasing experience. This is helping to generate trust in the channel and leading to a virtuous cycle that is increasing in strength.
In this context of strong growth there are lots of opportunities that follow models which have already been successful in other countries. I think sectors like fashion, accessories, services, homeware, parts and accessories, or specific verticals aimed at clusters like pets, babies, and organic products all have opportunities for significant growth in the next few years, but only if people remember that the secret of success in ecommerce is ensuring a positive purchasing experience.
What needs to change in order for ecommerce to realise its potential in Latin America?
MLFR: The first change consists of reducing disinformation and insecurity faced by consumers when they buy online. To do so the sector has developed a number of strategies, such as online shopping events, training and documents that allow users to understand digital commerce and have the necessary skills to make secure digital purchases.
The second one involves the understanding and centralisation of statistics that describe and determine the behaviour of digital commerce in the country and the region. Despite the fact that various initiatives involving studies and reports on the sector exist, they are fragmented and do not consider important actors or variables.
The third challenge lies in the development and creation of public policies that treat digital commerce as part of the economic development of the country and work to create an environment that encourages its growth.
MP: We have seen ten years of major changes in the digital commerce industry and the digital economy in Latin America. Today we can see great technological advances as well as changes in the online habits of consumers. This year marketplaces, B2B2C models or collaborative economy, hyper-personalisation, predictive marketing, and the ubiquity of consumers using mobile devices and the internet of things are the big challenges.
It’s important to emphasise the impact of marketplaces and their multichannel capabilities focused on the final consumer in the future profitability of ecommerce retail.
Those who are involved in ecommerce in Latin America, and those who want to enter the space, will need to pay attention to the following trends and requirements of the market:
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Professionalisation of the online channel: professionalising the links in the chain of online sales significantly reduces failures and bad buying experiences for clients, increasing profitability.
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Multi-channel sales, a positive buying experience: offer a multi-channel experience in which the consumer can choose where to finalise their purchase.
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Multi-channel online sales capabilities: development of other sales channels focused on cost/pay per acquisition (CPA) which in summary means applying marketplace strategies or getting involved in various marketplaces as a seller.
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Consumer ubiquity: develop the necessary infrastructure to enable purchases via mobile. They are no longer an option, but a reality!
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Social ecommerce: start using social networks as new sales channels and traffic magnets for ecommerce sites.
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Video ecommerce: develop a promotional strategy for products and services using online video and social networks.
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Generate trust: increase security online so more users feel safe when making a purchase.
The focus should be on streamlining every contact point and sales point that demand (the consumer) has with the supply. It is the start of a major challenge: ensuring a positive buying experience every step of the ‘End-to-End’ commercial process. These points could be my online shop or my mobile shop, but they could also be a call centre, a physical shop, a self-service machine, or instore kiosk. The consumer expects responsiveness, as well as factors such as comfort, convenience, prices, information, personal service and trust, which make this experience the same or better as buying through traditional channels.
Lastly the professionalisation of Latin American businesses and entrepreneurs is the big challenge for those that want to find success surfing the waves of the revolution in digital commerce. Above all, implement the key pillars of multichannel sales that are shown in the following chart: