The average ticket per purchase was $10,366 in the year that ended and cell phone purchases accounted for 76% of total sales. The data comes from NubeCommerce 2022, Tiendanube's annual report that provides an x-ray of e-commerce in the country.

Tiendanube presents the eighth edition of NubeCommerce, the annual e-commerce report that collects and analyzes the data of the more than 45 thousand brands that choose the platform to sell online in Argentina.

From this new publication it is clear that during 2022, the country's cloud stores billed $117.24 billion, which represents a total of more than $321 million per day. In that sense, a 10% growth in sales was recorded in the last year compared to 2021, with a total of 11 million transactions carried out. For this volume, the average ticket was $10,366 on each purchase order.

In line with this information, the report identifies the 3 categories with the most sales during the last year. These were:

Clothing: 37%
Fashion Accessories: 8%
Health and Beauty: 7%

"We observe with great expectations the evolution of e-commerce in the region for 2023. In the case of Argentina, according to prestigious international studies, electronic commerce has an annual growth projection of 20.7% until 2025 and today it is ranked 4th among the countries with the greatest development potential worldwide. The projections show that the leap to the digital universe is the opportunity for brands that seek to sell more, beyond their size or segment," says Franco. Radavero, Country Manager of Tiendanube in Argentina.

How did consumers behave in 2022?

Sales by devices

The use of mobile devices continues to advance year after year and this time it reached 76% of purchases, while only 24% were made by computer. These results reflect how purchases through smartphones or tablets are no longer a trend and are consolidated as the preferred option for users, a fact that reinforces the importance of having an online store prepared both to be used on a computer and through a cell phone, prioritizing the optimization of what is known as “mobile first”.

Sales through payment methods

The credit card and personalized payment once again emerged as the means most used by cloud store customers to pay for their purchases, with 63.2% and 21.5% respectively. The surprise of 2022 was that the debit card (5.8%) was displaced by money in the account of digital payment gateways (6%) as the third most used method.

Sales via shipping

Last mile logistics is one of the segments surveyed in Nubecommerce with the highest rate of variation in recent years. In that sense, the option that stands out the most is withdrawal at the point of sale, which continues its downward trend for the third consecutive year. This is one of the behaviors that began to manifest itself after the pandemic in 2020 - driven by the current isolation - and that, over time, became an established trend.

In concrete numbers, the study reflects that in 2019, 29% of cloud store buyers chose point-of-sale pickup as a method to access their purchases, a proportion that was reduced to almost half in 2022 (15%).

"The difference in the choice of shipping means responds to several factors that range from the cyclical to the technological. At Tiendanube we focus on strengthening more and more strategic alliances with ecosystem partners that facilitate the management of e-commerce in all its stages. Such is the case of logistics, an area in which year after year we add more strategic partners so that Argentine SMEs, enterprises and large brands can offer more shipping alternatives, adapted to the needs of their customers and each of their businesses” says Radavero.

Sales through social networks

Social networks continue to be the undisputed allies for businesses - particularly startups - that have an e-commerce and want to make their brand known through these high-traffic channels, which in 2022 represented 41% of the conversions of Argentine cloud stores. Of the total of these sales, Instagram drives 88%, while Facebook completes the total with 12%.

Special dates: the great drivers of e-commerce

Online discount dates are consolidated as great expansion opportunities for brands. This is reflected in the 2022 edition of HotSale and Cybermonday, where the country's cloud stores exceeded the exponential growth of 2020.

During Hot Sale 2021, total turnover exceeded $1,651 million, while in 2022 revenue exceeded $3,079 million, that is, 86% more.

For its part, in CyberMonday 2021 the amount of sales revenue was $1,778 million and in 2022 this number rose to more than $3,468 million, which represents an increase of 95%.

"Having an online store becomes an unavoidable decision for brands seeking to develop their businesses and, in that sense, it is essential to have key allies that simplify management and contribute to the achievement of their objectives. With this in mind, in 2022 we focus on bringing brands two significant solutions for the entrepreneurial ecosystem: Pago Nube, our own payment solution that offers competitive rates and strategic advantages when making online payments; and Tiendanube Evolution, our business unit designed for companies in the process of expansion that provides personalized tools and integrations for each store, with the support of a team of professionals that helps boost growth,” concludes the Country Manager.