For the 13th consecutive year, the Argentine Chamber of Electronic Commerce presents its Annual Study in conjunction with Kantar Insights, with the purpose of revealing the behavior of companies and consumers in the digital channel during 2023.

ECommerce continues to grow every year and 2023 was no exception, with a record of new users joining the digital channel and notable growth in purchase orders.
According to the results of the latest Annual Study, there are 1,419,784 new buyers who chose this channel, rising to a total of 23,247,989, a number that sets the tone that electronic commerce is an increasingly consolidated consumer habit.
Likewise, more than 489 million products were sold through 234 million purchase orders, which represents an increase of 16% and 11%, respectively, compared to the previous year.
During 2023, the industry recorded 175% more turnover compared to the previous year with a figure of $7,829,000 million (seven trillion, eight hundred and twenty-nine billion).

Purchase frequency remains stable

According to the results of the study, it is observed that the net daily purchases are maintained with a slight increase in those who buy several times a week. Likewise, 6 out of 10 respondents stated that they had made at least one online purchase per month.
• Everyday items, those who buy between once a week and once a month, reflected a subtle increase with 16% in 2023 (vs. 15% in 2022).
• Finally, regular customers, who make purchases every week, registered a slight decrease with 39% in 2023 (vs. 42% in 2022).
• Occasional buyers, who buy every 2-3 months or less, register an increase from 42% in 2022 to 45% in 2023.

It is observed that there are more buyers operating occasionally as well as more consumers who make purchases through eCommerce at least once a week, which reflects that the digital economy continues to consolidate.

The 5 items that invoiced the most in eCommerce are:

1. Tickets and tourism: $1,671,045 million, represents 21% of total billing and registers a growth of 162% compared to 2022.
2. Food, drinks and cleaning supplies: $1,172,585 million, represents 15% of total billing with a growth of 179% compared to 2022.
3. Home items (furniture, decoration): $942,553 million, representing a 12% share and a growth of 178% compared to 2022.
4. Audio, image, consoles, IT and telephony equipment: $924,469 million with a 12% participation and a growth of 143% compared to 2022.
5. Appliances (white and brown line): $564,687 million, represents a 7% participation and grew by 202% compared to 2022.

Most popular categories:

As for the most popular, that is, those with the highest volume of product sold, the Top 3 contains the same categories as in 2022, only the order changes. Tickets to shows and events went from occupying third place to leading the ranking while Clothing (non-sports) did the opposite, while Clothing and sporting goods remains in second position.

After two years of progress in the ranking, the category Tickets to shows and events managed to lead the podium, giving the indication that users prioritize consumption linked to leisure and living experiences. Likewise, Sports and non-sports clothing manage to remain on the podium in the latest measurements while the Mobility and Transportation categories, along with Beauty and Personal Care, continue to improve their performance.
"Without a doubt, the balance for electronic commerce is positive. Not only because of new buyers, an increase in purchase orders and products sold; but also because of other more qualitative indicators. For example, the improvement of companies in their performance, in 2023 30% of deliveries were resolved in up to 24 hours, which at first was unthinkable. In addition, eCommerce continues to be an important source of employment since 53% of companies claim to have incorporated or reassigned personnel. In short, they are data that speaks of a professionalization of the sector and that fills us with pride, even more so this year when we are celebrating the 25th anniversary of the Chamber.” reflects Gustavo Sambucetti, Institutional Director of CACE.

To conclude, Andres Zaied, President of CACE state "A new Annual Study that reflects what we observe daily and that is that eCommerce continues to grow both in the number of buyers and in other indicators, so the balance remains positive for the sector. We have the challenge of continuing to promote, improve and professionalize the digital economy. We have assumed this challenge as a commitment for 25 years and it is a fundamental pillar for all of us who make CACE."

Technical sheet: DEMAND phase
– 1,102 online surveys
– Respondents between 18 and 65 years old, broad SES
– From all over the country
– Who have purchased online in the last semester

Technical sheet: OFFER phase
– Surveys of 277 CACE member companies
– From different areas
– From all over the country
– Make sales through the Internet

Source: CACE