2023-12-23 13:00:19
Young people between 18 and 35 years old represent 70% of Internet buyers, according to a study of electronic commerce in Ecuador.
The orders of fast food or restaurants is the purchase online which is carried out most frequently in Ecuador, with a incidence of 88%according to a study by e-commercepublished in December 2023.
This is the sixth edition of the Study of Non-Personal Transactions in Ecuadordeveloped by the Universidad Espíritu Santo (UEES) and the Ecuadorian Chamber of Electronic Commerce (CECE).
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The fast food or restaurant delivery service not only has the highest purchase frequency, but also had a growth of 12 percentage points in the average purchasein relation to last year.
This behavior responds to the development of the home delivery apps in Ecuador in recent years, with strong momentum in the Covid-19 pandemic. Although they deliver different types of products, food is their forte.
The president of the CECE, Leonardo Otatti, says that the most common thing is that the e-commerce adoption It started with the use of delivery ‘apps’.
In general, the category of ‘Food, beverages and tobacco’ It has a purchase frequency of 65% and grew eight percentage points compared to last year. This category also covers food purchases in supermarkets and alcoholic beverages and tobacco.
Services, the one that grows the most
For its part, the category that grew the most of the seven evaluated by the study was servicesgoing from 50% to 78% in purchase frequency, that is, 28 percentage points higher than in 2022.
This category, which had already seen a sustained increase since 2022, includes sales of air and land ticketshotels and accommodation, online educationand tickets to movies, theater or concerts.
The increase responds, in part, to the reactivation of tourism and entertainment after the Covid-19 pandemic. And also to the development of online education in recent years, which was consolidated with the pandemic.
The second category that grew the most in purchase frequency this year is personal goods: Clothes and shoessporting goods and cosmetics. Altogether, the purchase incidence of these items is 75%, when last 2022 it was 52%.
Purchase amount increases
According to data from the Superintendency of Banks, compiled in the study, until October 2023, the amount of digital transactions in Ecuador reached USD 16,143 million, of which 23% correspond to electronic commerce.
That is, until October, an amount of USD 3,697 million for Internet purchases. Throughout 2022, online shopping they came to USD 3,863 million. The expectation is that until the end of 2023 the USD 5 billionsays Ottati.
But, he clarifies, that the amount is underestimated, because it only covers credit or debit card payments, which are recorded by the Superintendency of Banks. It does not include, for example, payments with direct credit from commercial houses, cash on delivery or transfer.
However, the study showed that more than 80% of payments In electronic commerce they are carried out with debit or credit cards.
With 78%, the device most used to make purchases is the cell phone and, generally, the preferred means to initiate the purchase is social networks.
Buyer profile
The study sample was 4,283 e-commerce buyersof which 54% are women and 46% are men.
Furthermore, 70% of buyers are between 18 and 35 years old, That is, they are mostly young. And 49% have a university education.
By socioeconomic level, 50% is medium, while 34%, low-medium low. However, it is buyers with a high socioeconomic level who buy more frequently.
The president of the CECE emphasizes that the digital society in Ecuador is becoming larger and larger, with greater participation of brands. In addition, he believes that more international brands will come to compete in e-commerce in Ecuador.
He adds that the regularization of online sports predictions It will also give a boost to the industry.
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