En una semana marcada por el Cyber Monday que se extendió a la Cyber Week, se registró un aumento del 159% en las ventas de comercio electrónico en Argentina. A pesar de ser un número impresionante, está por debajo de la inflación actual del país, que ronda el 200%. Con 7 millones de visitantes únicos durante el evento, se destacó la popularidad de las "megaofertas bombas", ofertas especiales disponibles solo durante ciertos períodos. La pandemia ha acelerado la adopción del comercio electrónico entre los comerciantes argentinos, con muchos nuevos negocios comenzando directamente online.
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00:00You know that this week was special.
00:02Every now and then there are events that generate a movement in e-commerce,
00:07and they are very important, because in just one day or one week
00:11there are sales that reach the level of a month or a quarter,
00:16depending on what kind of products are sold.
00:19What is the balance, Lucio, of what was this week's Cyber Week?
00:23It starts with Cyber Monday and extends to Cyber Week.
00:26Exactly. Supposedly, Monday, Tuesday and Wednesday,
00:28then it ends up extending. The increase in billing was 159%.
00:33Good.
00:34I was surprised by the number, because it is less than inflation.
00:37What you are talking about is a real drop, right?
00:40Yes.
00:41The inflation is around 200%. 159% is below inflation.
00:46And there were 7 million visits, 7 million users,
00:51out of the 47 million Argentines that we are,
00:53which speaks of an important number.
00:56For me, I don't know if it is so valid to say which sectors are most sought after,
01:00because they are not necessarily the most popular purchases.
01:04Air conditioning.
01:06Of course, but it is interesting to say.
01:08In this order, air conditioning, second.
01:10Shoes, first. Shoes.
01:13Cell phones, hairdryers.
01:15Fans, laptop, washing machine, air fryer.
01:19It is the fashion item in the kitchen.
01:22Cheap, good for health, because you don't fry with oil,
01:26the potatoes are just as good.
01:28The air fryer is not just for potatoes.
01:32What if I put two hamburgers in an air fryer?
01:35Provencal chicken, you know what comes out.
01:38They are convincing, I'm going to buy it.
01:40The air fryer is the object of the moment in the kitchen.
01:44They say they also damage quickly if you don't take care of them,
01:47they say they have little life left.
01:49Let's hope not.
01:51But everything can be cooked, right?
01:54Everything, Clarice.
01:55Let's welcome our guest, Gustavo Sambuceti.
01:59Let's welcome our guest, Gustavo Sambuceti,
02:02Institutional Director of the Argentine Chamber of Electronic Commerce
02:05and the person who is really going to tell us
02:08how a date like this is organized.
02:10If everything is Cyber Monday,
02:12because Cyber Monday itself is a brand
02:15that proposes certain guidelines
02:18so that they are fulfilled by those who participate in Cyber Monday.
02:22But then anyone turns on Cyber Monday and that's not right.
02:25There is a line to follow to be part of Cyber Monday, right?
02:29Good morning.
02:30Good morning.
02:32Cyber Monday is an event that we organize
02:34from the Argentine Chamber of Electronic Commerce.
02:37Yes, it is an event that is organized,
02:39now we are going to correct it,
02:40it is an event that is organized
02:41from the Argentine Chamber of Electronic Commerce
02:43that within the official page cybermonday.com.ar
02:46you will be able to see which are those who joined in a certain way
02:50and participate in what is Cyber Monday
02:54and that guarantees you a certain amount of discounts,
02:57a certain amount of quotas,
02:58guarantees you that these companies are audited.
03:02And computer security, Fernando.
03:03Also.
03:04And computer security, because it's not the same.
03:06You know that cybermonday.com.ar is the official page,
03:10what you buy there is safe.
03:13You know that they are not going to hack your card
03:15to make you spend, as you did.
03:17Exactly.
03:18Like in a football club, for example,
03:19that the partners are hacked the card.
03:23How are you?
03:25Yes, we have a Friday for everyone.
03:27It's very good, it's very good.
03:28In good times and in bad times.
03:30In good times and in bad times.
03:31People get to know each other.
03:32Gustavo goes to the store of your club too.
03:34Four discounts.
03:35Four discounts.
03:36Let's go, now.
03:37The first effect.
03:38Gustavo, but four times.
03:39Gustavo, you told me
03:41that Cyber Monday has certain guidelines
03:43that must be respected.
03:44That's right.
03:45The camera is a camera that has 25 years of history.
03:48Eleven years ago we proposed to do an event
03:51for people to be encouraged to buy online.
03:53There were still fewer buyers
03:56and also fewer companies that sold online.
03:59It's an event that started with 15 companies.
04:01In this event we had 1,021.
04:04So it has evolved a lot in these 11 years.
04:07And the brand is from the camera.
04:09And what we do is we put some terms and conditions
04:12for those brands that participate in the event.
04:15And we set up a page that is cybermonday.com.ar
04:18where not only are the logos of the brands,
04:22but there is a section of mega-offers.
04:24Exactly.
04:25This was added along the way.
04:27Those of us who follow Cyber Monday from the first day.
04:29Those of us who follow Cyber Monday know
04:31that things like mega-offers, bombs,
04:33key hours in which you are going to have real offers
04:36that you will not have later.
04:37The Argentine does not believe in offers.
04:39I don't know if you agree with this.
04:41The Argentine does not believe in offers.
04:43And when they are telling you that between 12 and 13
04:45you are going to have a mega-offer,
04:47you say, well, I'll see later and then I'll solve it.
04:49No.
04:50This was respected a lot,
04:51the moments in which there are mega-offers,
04:53key offers from different brands.
04:56They even told me that now Cyber Monday has been extended
04:59to Cyber Week.
05:01But that the first days are the best offers
05:03also usually.
05:06This was told to me by one of the sellers.
05:08It may be that the stock is running out.
05:12And there are two things.
05:14One is that we also, in the first few years,
05:17we had that noise, let's say,
05:19of the credibility of the offers.
05:21And then some time ago we decided to check the prices
05:26from an analysis that the Faculty of Sociology of UBA does
05:30that looks at the prices the week before the event
05:33and during the event.
05:35Punctually the mega-offer section.
05:37And what that tells us is, on the one hand,
05:39the average discount, which this year was 29%,
05:42and on the other it allows us to detect those
05:44that raise the base price and then lower it.
05:47It's a good number, 29%.
05:49It's a good number.
05:50It's a very good discount,
05:51especially when it comes to technology,
05:53which you know is relatively expensive.
05:55Yes.
05:56Yesterday I saw a cell phone that had a 28% discount,
05:58which was a very interesting number,
06:00an entry-level cell phone,
06:01but it was not in the amount of quotas, right?
06:03That's the other thing.
06:04It has three parts.
06:05The inspection.
06:06The other is the bank benefits and virtual wallets,
06:10which this year were very good.
06:11There were refunds.
06:12There were up to 18 quotas.
06:14And the other is that in three days or in a week
06:17there are 1,000 brands competing for the consumer's pocket.
06:20Yes.
06:21So, beyond the inspection,
06:22everyone wants to beat their competitor.
06:25Yes, and have a better offer.
06:27What happens sometimes as a user,
06:29Mr. Álvaro,
06:30is that one feels that the offer is being lost,
06:34but they organized the site in a way
06:36that has even stories.
06:38There are like bubbles of stories
06:40emulating the great social networks
06:42that have this type of content,
06:44where you are seeing the new offers that appear.
06:47Yes, we were incorporating functionalities
06:49for two reasons.
06:50One, to give a better usability,
06:53user experience to the consumer,
06:56which was telling us,
06:57with 1,000 brands, help me buy.
07:00So, we put stories,
07:01we put an intelligent search engine,
07:03we put a section of financial benefits
07:06where you can put your card there.
07:08What card from which bank do you have
07:10and what category do you look for?
07:11There it tells you the brands.
07:12That's good.
07:13To be able to score a little.
07:15Because when the offer is so wide,
07:17one can get lost, Álvaro.
07:18Yes, clearly.
07:19I love it.
07:20I'm a regular buyer.
07:22My wife doesn't even talk.
07:23Of trips, of what?
07:24Of everything.
07:25Of everything.
07:26Technology, shoes, things for the home.
07:28I always think about these dates
07:30to stock up on something I don't need now,
07:32but I want to buy it in the future,
07:34I want to have it, but it's not urgent.
07:36Now, what about those who don't meet
07:38those promotions, those discounts?
07:40And they actually do it,
07:41I uploaded it to you a week before,
07:43a 10, and then you download it.
07:45There we immediately download that post,
07:48we notify you,
07:49and if it corrects it, we re-enable it.
07:52If not, you can't go back to the page.
07:54Another key issue when it comes to
07:56buying a product.
07:57The buyer, Álvaro, you know,
07:59wants the product as soon as possible.
08:01The logistics issue for shipments,
08:03is it also something you pay attention to?
08:05Yes, yes.
08:06The role of the Chamber is
08:08to promote not only the offer,
08:10but also the demand,
08:11and professionalize the sector.
08:13So we work through different activities
08:15with all the sellers, let's say,
08:18the brands,
08:19to raise the service bar.
08:21And the truth is that logistics
08:23has improved a lot post-pandemic.
08:25Today, 30% at the national level
08:28and 38% at both levels
08:30of shipments are delivered within 24 hours.
08:32Good.
08:33And that's important when it comes to
08:34receiving a product,
08:35if you can receive it as soon as possible.
08:36Even there are DSI watches,
08:37you buy before that time,
08:38you will receive it the next day.
08:41There are business models
08:43that involve the full,
08:45which is the fulfillment
08:46by certain companies,
08:47that make the product already be in a deposit,
08:49in a storage center,
08:51and that the distribution is even faster.
08:53That's why you get a product the next day
08:55that you just bought.
08:57A topic that you mentioned,
08:59pandemic.
09:00The pandemic was a certain update
09:03for many businesses
09:04that perhaps
09:05did not give so much attention
09:07to e-commerce,
09:08and they realized
09:09that it is key,
09:10very important in their business.
09:12Yes, it was an acceleration
09:13of something that had been happening.
09:15Those who got it better prepared
09:17were able to capitalize on it.
09:20And some started their business
09:22from the possibilities
09:25that digital gives you.
09:27We have 2,000 partners in the Chamber,
09:29of which there are 1,500 that are companies that sell
09:31and 500 that are the ecosystem.
09:33Within those 1,500,
09:34more than 40% are SMEs and entrepreneurs
09:37who never started physically,
09:40but started directly online,
09:42and others who have both physical and online.
09:44Well, and one last thing.
09:46There is a category that has grown a lot
09:47in recent times,
09:48which is food.
09:49Yes.
09:50Food has grown in the last,
09:52I would say,
09:53from the pandemic onwards,
09:54and that reflects a little
09:55the maturity that the consumer has,
09:57where he no longer only goes to e-commerce
09:59to look for an offer
10:01or a product that he does not find
10:03in the physical world,
10:04but to look for convenience.
10:05Good.
10:06And food is the typical category.
10:07I know one that is,
10:08he stocked up on drinks
10:09for the end-of-year events.
10:11Sure.
10:12I know one.
10:13He went ahead.
10:14And someone who,
10:15if he had the chance,
10:16went on a trip or something.
10:17Sure.
10:18Because it is another important category.
10:19Thank you, Gustavo Zambusetti
10:20from the Argentine Chamber of Commerce.
10:21There is something,
10:22we have the numbers just taken out.
10:23Let's see.
10:24Yes, yes, yes.
10:25They came out,
10:26we processed them,
10:27and we had 5.6 million
10:29orders of purchase,
10:31of orders.
10:32Yes.
10:33Which is 34% more than last year.
10:38Good.
10:39Of orders.
10:40Of orders.
10:41We talk about it,
10:42because in Argentina it is difficult to talk about
10:43the use of invoicing,
10:45because with inflation…
10:46Sure, but I mean,
10:47the account is easy.
10:48You take the invoicing,
10:49minus the inflation,
10:50and there you see if there is
10:51a real growth or not.
10:52Sure.
10:53213% they gave us.
10:54Ah, they updated it.
10:55Yes, because we have the data
10:56from this morning.
10:57I say, it is good for two things.
10:58It is more or less in line
10:59with inflation,
11:00but the purchases increase.
11:01I say,
11:02that's where people buy
11:03more things for less money.
11:04Yes, there we saw
11:05that the average ticket,
11:06which was about 85,000 pesos,
11:07Yes.
11:0888,000 pesos,
11:09it was more than
11:1080,000 pesos.
11:11It was more than
11:1280,000 pesos.
11:13Yes.
11:1488,000 pesos,
11:15it was a little,
11:16the update was a little
11:17less than inflation.
11:18Yes.
11:19And there we see
11:20two factors.
11:21One can be
11:22the mix of purchases,
11:23more food than travel.
11:24Sure.
11:25And the other
11:26is that really
11:27this event had
11:28very good discounts,
11:29with which
11:30last year
11:31it was a situation
11:32where companies
11:33were not so convinced
11:34to sell,
11:35because they did not know
11:36if they were going to be able
11:37to replenish
11:38or what price to replenish.
11:39There was,
11:40last year
11:41there was a drop
11:42in the number of offers,
11:43even some were
11:44five, ten,
11:45the offers were not
11:46so tempting
11:47because they did not know
11:48how the country
11:49was going to develop.
11:50Gustavo,
11:51the last thing,
11:52now yes,
11:53from the Argentine Chamber
11:54of Electronic Commerce,
11:55what is the next event?
11:56It is in May
11:57of next year.
11:58May and November.
11:59May and November
12:00are the dates
12:01you have to pay attention to.
12:02The months before,
12:03look,
12:04but I don't know if,
12:05look and analyze.
12:06The consumer
12:07is doing a job
12:08of looking
12:09and analyzing in advance.
12:10Yes.
12:11Beyond what you do.
12:12Yes,
12:13and in fact
12:14what we noticed
12:15this year
12:16was an increase
12:17of about 35%
12:18in purchases,
12:19but with twice
12:20the traffic,
12:21with which
12:22there are more people
12:23who are entering,
12:24are looking,
12:25are analyzing,
12:26which is not translated
12:27directly
12:28into the amount
12:29of purchases,
12:30which ratifies
12:31what you say.
12:32Thank you,
12:33Gustavo,
12:34continue
12:35if you have
12:36any need.
12:37From here,
12:38we encourage
12:39to generate new needs.
12:40If you have to
12:41buy that product
12:42that you have
12:43and you say,
12:44I want to encourage
12:45myself to buy,
12:46like the air freshener
12:47that we convinced him
12:48to buy,
12:49go and enter
12:50on the page
12:51that you will have
12:52the security
12:53that the offers
12:54that are there
12:55are audited,
12:56that the delivery times
12:57are controlled,
12:58and above all,
12:59Lucio said,
13:00the security
13:01when putting
13:02your credit card
13:03and the key
13:04to be able to pay.
13:05Credit card
13:06and the key.
13:07All the information
13:08to be able to pay there,
13:09to be able to buy