Insights into the growth of Argentinian eCommerce
Digital User Insights
There are currently 17.46 million eCommerce usersin Argentina, who spend $241.33 USD online annually. Four years from now, an expected 20.56 million online shoppers will spend approximately $319.56 USD.
Dividing internet usageinto age groups gives a better picture of the Argentinian eCommerce market – 91% of 16-24 year olds, 87% of 25-34 year-olds and 85% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 85% and 68% daily penetration rate, respectively.
Total Argentinian eCommerce revenue across all product categories is 4.26 billion USD, and is expected to grow to 6.57 billion USD by 2022. Fashion is currently the leading product category in Argentina, accounting for 1.39 billion USD market share, followed by Toys, Hobby & DIY, which generates 966.1 million USD in sales.
By 2022, Fashion will still be the most purchased online category, with an estimated value of 2.11 billion USD, and second favorite, Toys, Hobby & DIY will have an expected worth of 1.48 billion USD.
In 2016, Argentina was ranked 66th in the World Bank Logistics ranking.
Preferred Online Payments
30% of Argentinian shoppers like to pay via credit card when shopping online.
Where does Argentina buy from?
Brazil supplies Argentina with $13.4 billion USD in imports – ranging from cars to telephones. Argentina’s other key import partners are the United States ($8.51 billion), China ($7.2 billion), Germany ($2.96 billion) and Mexico ($1.41 billion).
Internet and Device Usage
Internet penetration in Argentina is currently 63.1%, and should reach 64% by 2022. Smartphone penetration is less (52.2%), but is projected to grow to 60.5% in the next four years.
85% of online shoppers in Argentina buy via desktop, a stark contrast to the amount of smartphone (8%) and tablet (3%) shoppers.
In 2018, an estimated 1.46 billion USD of Argentinian ad spend will be spent on digital advertising.
23.51 million people in Argentina are active social network users, thanks to YouTube, Facebook and Whatsapp, which are the leading social networks.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.