NielsenIQ, the world's leading consumer intelligence company, presents in Argentina NIQ Digital Purchases, a solution that allows you to analyze consumer purchasing behavior in the digital ecosystem in greater detail and follow the evolution of categories, retailers, brands and products.

Globally, NIQ Digital Purchases collects billions of electronic receipts from over 6 million consumers and is already used by more than 80 global companies. In Argentina, it currently has a panel of 40,000 residents.

The first results of the Argentine market show that Computer & Electronics is the category with the greatest weight within e-commerce, with 22.8% of sales in value, and gains 0.2 percentage points compared to 2025. They are followed by Home & Kitchen, con 17,1%; Automotive, con 10,9%; y DIY & Tools, con 8,8%.

One of the most notable movements occurs in the categories linked to everyday consumption: Grocery reaches a share of 4.3% and is the category that gains the most share compared to the previous year, with an increase of 0.6 percentage points. Automotive advances 0.4 points, while Health & Personal Care and DIY & Tools add 0.2 points each.

"Digital Purchases allows us to go beyond the general measurement of e-commerce and understand in greater depth what is driving digital purchases: which categories are gaining share, which products stand out and how different consumer profiles behave. Having this granularity helps manufacturers and retailers to detect opportunities and more precisely follow the evolution of an increasingly diverse digital ecosystem," he noted. Sebastian Manuel Iturriaga, InStore & Ecommerce Leader South Cone de NielsenIQ.

Last mile: shopping after 18 and younger consumers

Digital Purchases also provides a specific reading on the world of the last mile, based on the analysis of different digital platforms. The results show that approximately 44% of sales in this segment are made after 6 p.m., while around 43% correspond to people born after 1995.

In turn, the average annual expenditure reaches $108.700 and one observes a high level of loyalty with each platform, greater than 80% Share of Wallet.

More information about each purchase and each consumer

NIQ Digital Purchases allows you to measure indicators such as market share in value, volume and purchases; main brands and products; average value per order; average price per product; average customer spending; penetration; purchase frequency; customer retention, churn and acquisition; and customer switch.

At a transactional level, the solution analyzes the business, date and time, type of order, click & collect or home delivery, shipping and service costs, coupons or discounts and payment method. It also incorporates consumer variables such as gender, generation, region and membership in loyalty programs.

The coverage includes FMCG and non-FMCG categories, in addition to e-commerce, entertainment, digital services and travel. Information can be analyzed on a weekly or monthly basis and track key dates such as Cyber, Black Friday, New Year's Eve, or high-demand events.

This level of detail makes it possible to cross-reference the performance of categories and retailers with behavioral variables, and follow how online purchasing habits change depending on the consumer profile, the moment of purchase and the type of transaction. It also allows us to identify differences between regions and age segments.

In this way, NIQ Digital Purchases seeks to provide a more detailed vision of digital commerce, allowing us to identify which categories, brands, products and consumer profiles are behind the changes in the online market.