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Payment in Argentina Final Customers Identification

Customers Categorization

The final customers within the Argentinian payment industry value chain are primarily segmented into two categories: Business-to-Consumer (B2C) and Business-to-Business (B2B).

B2C Customers: This segment comprises individual consumers who are the end-users of payment services for personal transactions. They initiate payments to purchase goods and services from merchants or to transfer funds to other individuals. In the context of the provided value chain, these are the individuals using various payment instruments provided by Issuers and accessed via different initiation methods.

B2B Customers: This segment includes businesses and organizations that are the recipients of payments from consumers (as merchants) or engage in payments with other businesses. They utilize payment services for accepting customer payments, paying suppliers, managing payroll, and other operational expenditures.

Detailed Report on Final Customers

Characteristics and Demographics of B2C Customers

The B2C customer base in Argentina's payment industry is characterized by a population of over 45.7 million people as of 2023. There is a growing adoption of electronic payment methods, driven by increasing internet and mobile penetration and regulatory initiatives promoting digitalization. Financial inclusion is relatively high, with nearly 200 million combined CBU and CVU accounts available by 2024, exceeding the adult population due to individuals holding multiple accounts. [Source: Economía Solidaria - Argentina aumentó a casi 200 millones de cuentas CBU+CVU en 2024]

Argentine consumers demonstrate diverse payment habits. While cash remains prevalent, particularly for smaller transactions and within the informal economy, there's a notable shift towards digital options. Digital wallets, especially Mercado Pago, have become highly popular for both online and in-store payments via QR codes. In 2024, digital wallets were the most frequently used payment method for online purchases, accounting for 46%. Credit and debit cards are also widely utilized. The prevailing high inflation environment influences consumer behavior, driving the popularity of installment payments and Buy Now, Pay Later (BNPL) options as strategies to manage finances and maintain purchasing power. Regular online buyers are often in the 35-44 age range, and price is a significant factor in their purchasing decisions online. The convenience of online shopping and the availability of a variety of digital payment methods are key motivators for B2C e-commerce growth.

Characteristics and Demographics of B2B Customers

B2B customers in the payment industry primarily consist of merchants of various sizes, from small and medium-sized enterprises (SMEs) to large corporations, operating both online and in physical locations. Their participation in the electronic payment ecosystem is crucial for the broader adoption of digital payments by consumers. Regulatory efforts have encouraged merchants to adopt POS terminals.

Merchants interact with the payment value chain primarily through Acquirers and PSPs to accept various electronic payment methods. The fees associated with processing transactions, such as the Merchant Discount Rate (MDR), are a key consideration for these customers. [Source: Appendix - Commercial Relationships] The expansion of e-commerce has led to increased adoption of online payment gateways by businesses. However, a significant portion of B2B commerce, particularly in certain sectors, still relies on traditional and cash-based transactions.

The characteristics of B2B customers vary based on their scale, industry, and technological infrastructure. Larger businesses may have more complex payment processing needs and potentially more direct relationships with payment service providers, while SMEs often find value in the simplified offerings of PSPs and aggregators like Mercado Pago. [Source: Appendix - Players Analysis] Drivers for B2B adoption of electronic payments include the need for more efficient procurement, reduced administrative overhead, and improved supply chain management. B2B customers also use electronic payments for internal operations, such as managing payroll and paying suppliers. While detailed demographic data for B2B customers beyond their role as merchants is not extensively provided, their payment behavior and needs are shaped by the economic environment in Argentina, including inflationary pressures and regulatory changes. [Source: Appendix - Bottlenecks and Challenges] Unlike B2C consumers, B2B buyers often have more complex decision-making processes and prioritize factors such as security, credit terms, and streamlined transaction workflows.

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