Children's Day appears as an opportunity to boost sales in eCommerce. The use of interest-free installments with credit cards in sectors such as clothing, technology or toys can be an encouraging alternative for users. Also, they can rely on bank promotions and even delivery facilities that companies offer.

The current scenario proposes an adjusted economy for users but with consumption intention in the case of this type of special dates. According to the study “Consumer Trends in a country where there is no money”, from the consulting firm Trendsity, a specialist in market analysis, reflects that 54% of respondents visited several points of sale to find better prices, while 58% cut back on essential products and 76% switched to alternative brands.

E-commerce as an engine of growth

In this framework, digital consumption is on the podium of the preferred channel. According to the latest study of CACE -Argentine Chamber of Electronic Commerce- 1,419,784 new buyers were added choosing this channel and the total rose to 23,247,989, underlining the growing preference for online shopping.

The industry as a whole saw an impressive 175% increase in turnover compared to the previous year, reaching $7,829,000 million.

Electronic commerce has experienced extraordinary expansion in recent years, marking a path of exponential growth. With total transaction value estimated at $9.3 trillion by 2027 and compound annual growth of 9.5% starting in 2022, the e-commerce landscape dazzles with staggering numbers and projections.

In Latin America, and specifically in Argentina, this phenomenon is no different. Despite economic challenges and inflation, the ecommerce market continues to expand at an impressive rate. According to data from Payments and Commerce Market Intelligence (PCMI), the e-commerce market in Argentina closed 2023 with a growth of 26%, reaching US$28.2 billion, and is expected to continue growing at a compound annual rate of 22% between 2023 and 2026.

The thermometer of online consumption on special dates

For Alfredo Parody, CEO of Presto Store, the items with the most movement in children's month are “Fashion-e-Apparel, Technology, Toys, sporting goods, etc. We believe that to take advantage of Children's Day, several of these will be replicated due to the use of bank quotas or promotions.”.

Key trends for eCommerce during high traffic dates

To Lorena Comino, CEO of billing, the security It is a key axis. Buying safely is essential in online transactions. Faced with the increase in scams targeting both buyers and merchants, the electronic invoice acts as an essential defense. “By providing an electronic invoice immediately after the purchase, we assure the customer that they are making a legitimate and transparent transaction”.

During these dates, brands implement marketing campaigns to boost sales. Growth Marketing goes beyond traditional campaigns, implementing methods such as A/B testing, multi-channel strategies and innovative technologies to unlock greater benefits. “This discipline is based on a deep understanding of the customer, analyzing their behavior throughout the life cycle, from brand awareness to purchase, repetition and recommendation.”, enumerates Oriozabala.

The Growth Marketing approach is not limited to online media; The convergence between offline and online media is essential to engage the target audience effectively. According to the co-CEO of Infracommerce Latam, “Growth Marketing allows us to quickly adapt to market trends and changing customer needs, ensuring sustained and quality growth."And he adds "Influencer Marketing is consolidated as a fundamental tool in the current digital landscape. This strategy allows brands to access specific target audiences and generate trust and credibility through solid relationships between influencers and their followers and for these types of dates they are increasingly common."

In this way, the main players in the eCommerce sector agree that Children's Day will be an opportunity to generate innovative strategies to strengthen sales, build customer loyalty and strengthen consumption in a challenging second half of the year.