A total of 5.1 million Peruvians shop online according to the first large-scale e-commerce study conducted by Interactive Advertising Bureau Peru (IAB).
Prepared with the support of
Kantar Millward Brown (a brand tracking provider), the report shows that 31% of Peruvians have shopped online over the last 12 months and there are 16,608,775 potential e-commerce buyers in the country.
Buyer journeys
The type of purchase was divided into four categories to know the real e-commerce penetration in the Andean nation.
In first place is the "exclusive online journey" (18%). It is digital native since the consumer searches, purchases, and pays online.
The "cautious online journey" (4%) comes second. In this case, buyers search and make the purchase online, but opt to pay at the store.
Next is the "migrant offline journey" (21%), in which consumers go to the store to see what they want to buy, but shop and pay online.
The last category is the "convenient online journey" (11%). It refers to the shopper who sees the product/service in-store, searches for it and makes the purchase online, but pays at the establishment.
Shopping
online does not mean the process is entirely virtual.
It must be noted the purchase of tickets is included in the first consumer journey.
The second category includes retail and fashion sales.
Accessories and beauty products/services are usually shopped in the third journey.
In the last journey, shoppers generally purchase personal care products.
(END) ECS/JJN/RMB/MVB
Published: 7/20/2018