For the 12th consecutive year, the Argentine Chamber of Electronic Commerce presents its Annual Study together with Kantar Insights with the objective of analyzing the behavior of companies and consumers in online purchases during 2022.

It is known that the pandemic brought with it an unprecedented explosion in online shopping. In 2022, eCommerce continues to grow and becomes an increasingly common purchasing habit among consumers. According to the Annual Study, 422 million products were sold in 2022, 11% more than the previous year. This occurred through 211 million purchase orders (8% compared to 2021), with the average purchase ticket being $13,488.

If we talk about consumers, the study records that more than one million people bought for the first time through this means, reaching a total of 21,828,205 online buyers. This denotes an increasing preference among people for purchases through eCommerce.

ECommerce in Argentina grew by 87% during 2022 compared to the previous year and recorded a turnover of $2,846,000 million (Two trillion, eight hundred and forty-six billion pesos).

Users are buying more and more regularly

The results of the report reflect that more and more consumers have a regular purchasing behavior.

Regular customers, who make purchases every week, recorded growth of 43% in 2022 (vs. 39% in 2021)
Occasional buyers, who buy every 2-3 months or less, maintain the same level of participation: 42% in 2022, the same as in 2021
Finally, everyday shoppers, those who buy between once a week and once a month, were reduced to 15% (vs. 19% in 2021).

Although the continuity of daily purchases slows down compared to 2021, users who continue to operate at least once a month remain stable, which gives the indication that eCommerce is establishing itself as a habit with greater regularity.

The 5 items that invoiced the most in eCommerce are:

• Tickets and tourism: $637,803, represents 22% of total billing and registers a growth of 260% compared to 2021.
• Food, drinks and cleaning supplies: $420,281, represents 15% of total billing with a growth of 86% compared to 2021.
• Audio, image, consoles, IT and telephony equipment: $380,440, representing a 13% share and a growth of 54% compared to 2021.
• Home items (furniture, decoration): $339,048, with a 12% participation and a growth of 72% compared to 2021.
• Appliances (white and brown line): $186,982, represents a 7% participation and grew 67% compared to 2021.

Most popular categories:

As for the most popular, that is, those with the highest volume of product sold, Sports clothing and Non-sports clothing have remained leaders since 2020; while Tickets to shows and events join the TOP3. This incorporation is related to the recovery to normality after the pandemic and the consumer trend towards personal goods linked to leisure and leaving the house. For its part, it is observed that Tickets and Tourism continues to climb positions.

"Even in a challenging situation, the result for eCommerce continues to be positive. More purchase orders, more products, and, most importantly, more than a million users buying digitally for the first time. This caused companies to continue their investment plans in infrastructure and the generation of new jobs. A fact that is demonstrated in the economic expectations of businessmen in the sector: more than half of the companies surveyed perceive that the year 2023 will be more favorable for eCommerce." says Gustavo Sambucetti, Institutional Director of CACE.

"The population has turned online shopping into a habit and it is our challenge to improve the way we do things. In closing, it is worth noting that 98% of those surveyed are satisfied with their online shopping experience. Since its inception, CACE's mission is to professionalize and promote the digital economy, which is why we are proud that electronic commerce continues to improve." concludes the President of CACE, Andres Zaied.

Technical sheet: DEMAND phase

– 1,100 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 279 CACE member companies
– From different areas
– From all over the country
– Make sales through the Internet

Link to the summary of the Annual Study.