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E-commerce in Argentina Final Customers Identification

Customers Categorization

Based on the provided value chain analysis, the final customers in the Argentinian e-commerce ecosystem can be categorized into two primary segments:

  • B2C (Business-to-Consumer) Customers: These are the end consumers who purchase goods and services for personal use through online channels. In the context of the e-commerce value chain, these are the individuals who interact with the Online Platform/Marketplace, engage with customer acquisition efforts, utilize payment processing methods, receive goods via logistics and fulfillment, and interact with customer service. They are the ultimate recipients of the products and services flowing through the value chain. The report explicitly refers to "buyers" and "end consumers" as participants in B2C relationships.

  • B2B (Business-to-Business) Customers: While the value chain primarily culminates in a B2C transaction, various players within the chain act as customers to other businesses providing essential services. These B2B customers are typically the "sellers" or "businesses" that utilize platforms, services, and infrastructure provided by other entities in the e-commerce value chain to reach the B2C end consumer. Examples include:

    • Businesses (sellers) using Marketplace platforms (e.g., Mercado Libre) to list and sell products.
    • Businesses using Platform Providers (e.g., Tiendanube, VTEX) to build and manage their own online stores.
    • Businesses contracting Digital Marketing Agencies for customer acquisition and engagement services.
    • Businesses integrating Payment Gateways or Processors to accept online payments.
    • Businesses utilizing Logistics & Fulfillment providers for warehousing, packaging, and delivery.
    • Businesses potentially using Third-Party Customer Service Providers for post-sale support.

In essence, the B2C customers are at the end of the entire value chain process, while B2B customers are businesses that consume services at various stages within the value chain to enable their direct or indirect sales to B2C customers.

Detailed Profiles of Customer Characteristics and Demographics

The provided text offers several key characteristics and demographic insights regarding the B2C e-commerce customers in Argentina:

  • Prevalence of Online Shopping: Over 60% of Argentinians engaged in online shopping in 2024.
  • Internet Users and Online Buyers: Out of over 37 million internet users in Argentina, 90% of the online adult population (estimated at 18.3 million people) have made at least one online purchase. This indicates a high penetration of e-commerce among internet users.
  • Mobile Dominance: Mobile devices are the primary channel for online shopping, accounting for 80% of purchases in 2024. This highlights the importance of mobile-optimized platforms and user experiences for reaching Argentinian e-commerce customers.
  • Geographical Distribution: E-commerce activity is concentrated, with the Área Metropolitana de Buenos Aires (AMBA) accounting for the largest share of billing (42%) in 2024. Other significant regions include the province of Buenos Aires (17%) and the Litoral region (13%). The South and Center regions each represent 8%, while NOA and Cuyo account for 7% and 5% respectively. This geographical data provides insight into where the majority of B2C customers are located.
  • Purchasing Behavior and Categories: Customers are purchasing a wide range of products online. In 2024, the categories with the highest billing were Pasajes y Turismo; Alimentos, Bebidas y Artículos de limpieza; Equipos de audio, imagen, consolas, TI y telefonía; Artículos para el hogar; and Electrodomésticos. Categories showing significant growth included Indumentaria, Salud y Belleza, and Home & Deco. This indicates diverse consumer needs being met through e-commerce.
  • Payment Method Preferences: Historically, credit cards have been the most frequently used payment method for online purchases in Argentina, accounting for a large percentage of transactions. However, the use of digital wallets is rapidly increasing.
  • Financial Inclusion: While improving, financial inclusion is mentioned as a challenge, suggesting that a segment of the population may still lack access to traditional banking services or digital payment methods, which could limit their participation in e-commerce.

The B2B customers in this value chain are primarily businesses of various sizes, ranging from large retailers and brands to small and medium-sized enterprises (SMEs) and even individuals engaged in C2C sales facilitated by platforms. Their characteristics are defined by their operational needs within the e-commerce ecosystem, such as requiring online storefront technology, marketing services, payment processing capabilities, and logistics solutions. The report mentions that platform providers like Tiendanube cater particularly to SMEs, indicating a significant segment of B2B customers in this category.

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