Growth in online Sales: online sales recorded a growth of a 313,3%, on the other hand, physical sales decreased by 43% year-2020
Source: Daily Mercury / Rodrigo Olivares
Growth in online sales: In the midst of the pandemic that was installed in march of last year, the digital transactions of these firms –specializing in footwear and clothing, among other things– recorded a growth of 313,31% through services such as Click and Collectaccording to polling consultant FollowUP.
With an unprecedented participation of the e-commerce in total sales ended the year 2020 the retail specializing in footwear and clothing, among other categories. According to a survey by the consulting firm FollowUp –that monitors 2,500 of these local–, the online channel represents 18% of the total transaction, which involves a four-fold increase compared to 2019, when the digital channel was involved with only 4.5%.
According to FollowUpthis came after a growth of e-commerce 313,31% over the past year, compared to 2019. Michelle Schnitzer, country manager of the consulting firm, said that although this participation is directly related to the online became “the first option of purchase” due to the covid-19, expected to pospandemia this fee will be kept.
“Today there was a change in the buying behavior of the consumer and that, along with the improvement of the service and the utmost confidence that today there exists in this channel, it will generate the e-commerce to keep up with a high participation in the sale. However, each time there are more combination of online sales and offline, for example, through incentivizing mechanisms such as the click and collect, which makes it integrate efficient mind both worlds and allows the consumer to achieve their goals of buying with a better experience. This is a channel which is, without doubt, will both worlds be enhanced, and take strength from this 2021," said Schnitzer.
In this scenario, the expert noted that “some of the categories that have achieved the highest penetration in this channel have been clothing (outdoor, children's, footwear, underwear), and beauty.”
Growth in online sales: the Impact on sales face-to-face
On the sidewalk opposite, the physical channel he was deeply affected by the restrictions in the pandemic.
By the close of 2020, FollowUp he stated that the sales face-to-face stepped back a 43% annual cumulative terms, while the entrances to the shops fell 63%. These variations all considered local, that is to say, even to those who were not able to open by the health crisis.
If you do a “zoom” on the variation of each month, FollowUp indicated that the falls deeper in sales were recorded in the months of April and may, as experienced flashbacks of 96% and 93%, respectively.
Now, if you only considered the shops equivalents, or in other words, only those that were able to operate the data indicated that between march and July is recorded declines year-on-year constant in terms of transactions. However, the product of the first withdrawal of 10% of the AFP in August, the sales recorded a growth of 25%.
From that point, sales in stores equivalents have remained in positive territory until December, a month where the growth was only 2%, due to the new implementation of quarantines during the weekends.
In terms of the outlook for this 2021 in the physical channel. Michelle Schnitzer he noted that while “there is a great uncertainty about what's going to happen with the evolution of the pandemic, and that directly affects the physical retail, what is happening is that the intention of shopping has increased, the conversion rate rose by nearly 60% and this has meant that retailers begin to compensate for strongly that fall.”
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