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Behavior Changes

E-commerce in Argentina Current Behavior Changes Analysis

Ongoing Behavior Changes

The Argentinian e-commerce market is undergoing several significant behavior changes among both B2C and B2B participants, profoundly impacting relationships and demand across the value chain.

A primary and overarching change is the increased digital adoption and penetration of online shopping among Argentinians. Over 60% of the population bought online in 2024, with an estimated over 18.3 million online adults having made at least one online purchase. This represents a cultural shift towards digitalization, driven by increased internet access and trust in online platforms. This surge in the number of online buyers directly increases the demand flowing into the Online Platform/Marketplace step of the value chain and subsequently impacts all downstream steps.

Accompanying this adoption is a strong mobile-first preference in purchasing behavior. 80% of online purchases in 2024 were made via mobile devices. [Reports, 4] This indicates that consumers are increasingly comfortable completing entire transactions on their smartphones, influencing how businesses must design their online presence and user experience.

There is also a notable growing adoption and diversification of digital payment methods. While credit cards historically dominated, digital wallets like Mercado Pago and MODO are rapidly gaining traction and are projected to become the leading payment method. [Reports, 4, 12, 21] This shift is partly driven by the convenience, security, and speed offered by these methods, as well as the implementation of interoperable QR codes and real-time payment systems. This changes the dynamics within the Payment Processing step, increasing the relevance of fintech companies and digital wallet providers and potentially altering the relationships with traditional banks.

Consumers are also exhibiting a diversification of online purchased categories. Beyond traditional strongholds like electronics, categories such as Pasajes y Turismo; Alimentos, Bebidas y Artículos de limpieza; Indumentaria; Salud y Belleza; and Home & Deco are showing significant billing volume and growth. [Reports, 7] This broadens the scope of products flowing through the value chain, requiring businesses across various retail sectors to adapt their online offerings and logistics for different product types.

Furthermore, there is an increased expectation for faster and more reliable logistics, particularly concerning last-mile delivery. This consumer demand puts pressure on the Logistics & Fulfillment step, driving investment in infrastructure, technology for tracking and management, and innovative delivery solutions.

Within the B2B segment, a key trend is the shift towards expecting B2C-like experiences. Businesses using e-commerce platforms and services increasingly seek the same intuitive interfaces, ease of use, and seamless processes that they encounter as consumers in B2C shopping. This behavioral change among B2B customers influences the design and features offered by platform providers and service providers across the value chain.

Growing importance of social commerce and product discovery on social media is also evident. Consumers are actively using platforms like Facebook, YouTube, and Instagram for product research and discovering new items. This impacts the Customer Acquisition & Engagement step, requiring businesses to integrate social media more deeply into their marketing and sales strategies.

The increasing volume of online transactions and digital interactions is also fueling a greater focus on personalization and loyalty programs. Businesses are leveraging data to customize offers and build long-term relationships. This affects the Customer Acquisition & Engagement and Customer Service & Post-Sale steps, highlighting the importance of CRM systems and data analytics.

Finally, while not explicitly detailed as a recent change in the provided reports, the context of economic volatility in Argentina suggests that sensitivity to price and promotions remains a significant driver of consumer behavior, impacting purchasing decisions and requiring businesses to strategically manage pricing and offers across platforms. [Reports] Additionally, recent regulatory adjustments are facilitating growing interest in cross-border shopping, making international products more accessible and affordable for Argentinian consumers. This introduces new dynamics and potential shifts in demand towards international sellers and specialized cross-border logistics and payment providers.

Table of the impact of these changes on the value chain

Behavior Change Impact on Value Chain Step (Relationships & Demand)
Increased Digital Adoption & Online Shopping Penetration Online Platform: Increased demand for platform capacity and features. All Steps: Higher overall transaction volumes, increasing demand for services from all providers in the chain (payments, logistics, marketing, service). Relationships across the chain handle greater scale.
Mobile-First Preference Online Platform: Drives need for mobile-optimized websites/apps (UI/UX). Customer Acquisition: Shifts marketing spend towards mobile channels. Payment Processing: Increases demand for seamless mobile payment experiences (digital wallets, in-app payments).
Growing Digital Wallet Use Payment Processing: Increases demand for digital wallet integration and services, potentially shifting market share and relationships from traditional card processors to fintechs. All Steps: Supports faster checkouts, potentially increasing conversion rates and volume.
Diversification of Categories Purchased Online Online Platform: Requires platforms to handle diverse product types and display needs. Logistics: Increases complexity for fulfillment (handling different sizes, weights, temperature requirements). Customer Acquisition: Broadens target audiences and marketing strategies.
Expectation for Faster Logistics Logistics: Drives investment in infrastructure, technology, and diverse delivery options (same-day, next-day). Increases pressure on logistics providers. Impacts customer satisfaction and relationship with seller if not met.
B2C-like Experience in B2B Online Platform (for B2B): Requires B2B platforms to offer intuitive navigation, detailed product info, and easy ordering. Customer Service: Increases expectation for responsive support. Impacts relationships between B2B sellers and their platform/service providers.
Growing Social Commerce Customer Acquisition: Shifts marketing focus and investment to social media platforms (paid ads, organic content, influencer marketing). Online Platform: Drives integration of social shopping features. Impacts relationships with social media platforms and marketing agencies.
Demand for Personalization & Loyalty Customer Acquisition & Service: Increases reliance on CRM systems and data analytics. Strengthens relationships focused on customer retention and lifetime value. Requires businesses to invest in personalized marketing and support.
Sensitivity to Price & Promotions Customer Acquisition: Increases focus on promotional campaigns and value messaging. Online Platform/Seller: Impacts pricing strategies and margin management across the chain. Influences relationships between sellers and platforms regarding promotional tools.
Growing Interest in Cross-Border Shopping Online Platform: Increases traffic to international marketplaces/sellers. Logistics & Payment Processing: Drives demand for specialized cross-border solutions, impacting relationships with relevant providers and potentially domestic players.

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