The Growing Trend: Argentines Embrace Online Shopping for Fashion

Argentines buy more and more online. By the way, the digital industry continues to growto the point that they were sold during the first half of this year 144.8 million units through 102 million purchase orders, according to data from the Argentine Chamber of Electronic Commerce (CACE). In this online world, the category Moda he doesn’t stay behind and gets paid every time more prominence among consumers.

The investigation also showed that the 8% of Argentines bought for the first timewhich represents 3% more than 2022. “Argentine consumers modified their behavior according to the technological changes and to the mobile apps that allow them to carry out operations in the comfort from his house and from his cell phone,” he said. Hernán Pérez StoisaSr Director of Marketplace de Free market.

”Today the platforms of ecommerce were transformed into new search engine for consumersand the online shopping They are part of a reality of Argentines in all areas and industries,” he added.

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During the first half of this year, 144.8 million units were sold through 102 million purchase orders.

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Categories play a fundamental role and, among many, there is one that is gaining prominence: Moda. In that line, Free market registered a growth in sales of clothing products of 14% in the last year, to the point that the category – which has more than 130 official stores – became the one chosen to acquire the latest online trends. According to the company, the platform is consolidating itself as the main online channel for clothing, accessories and footwear for small and large brands from all over the country.

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“Online shopping is part of a reality for Argentines in all areas and industries.”

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In a context where The e-commerce fashion industry experiences constant annual growth, Stoise assured that “the category plays a fundamental role in the Argentine ecommerce because of his broad appeal, diverse offering and convenience for consumers”.

“The growing presence of brands on our platform and the variety expansion contributed significantly to their importance in electronic commerce in Argentina. Besides, fashion is a constantly evolving industrywhich makes it dynamic and always relevant for those who want to stay up to date with the last trends”he added.

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Along with the Fashion category, the digital industry continues to grow.

Profile of the Argentine consumer

Fashion buyers are diverse in terms of age and gender. Pérez Stoisa highlighted that “70% of buyers are in the range of 18 to 45 years”. Within this broad segment, two groups with greater participation are observed, of 26 to 35 yearswhich represents 30% of clothing consumers in Free market. “It is composed mainly of young adults What do they seek fashion and trend clothingas well as articles related to your active and social lifestyle“, complete.

On the other hand, the second group is made up of those of 36 to 45 years: With a representation of 31%, this demographic range is also significant. “Here we find people in the adult stage who are looking for so much casual clothes as more formal clothesin addition to accessories that complement your wardrobe,” he noted.

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Argentines value local manufacturing and support Argentine brands.

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With respect to top 5 most searched items in the Fashion categorythe list is made up of

1. Zapatillas.
2. Backpacks.
3. Prom dresses.
4. Women’s boots.
5. T-shirts.

It is worth mentioning the importance of the country’s production. The company also noted that there are much appreciation for local manufacturing and the support for Argentine brands. In this sense, consumers choose to buy products from national brands as a way of support the industry.

Imports of textile products grew 14%, while national production collapsed 18%

Argentines seek to support local industry.

Sales levels in an election year

Despite the inflationary context and the uncertainty in election year, Pérez Stoisa expressed that “specifically in the category of Moda we see that there is a consistent growth year after yearand that there are more and more users buying products in this category.”

Free market He has been in the country for more than 24 years. In that period, according to the Sr. director of Marketplace, “logically we went through different economic and political situationsand in turn we perceive consumption ups and downswhich are also given by different seasonal reasons (for example, they also tend to be very driven by special dates such as Mother’s or Father’s Day) and by trends (such as the increase in sales of football-related products after the World Cup).”

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The top 5 most searched items in the Fashion category are headed by sneakers.

COMMUNICARE, Online Marketing

Looking ahead to the remainder of the year, Pérez Stoisa He announced that “we have a moment of big opportunities mainly driven by trading dates such as Mother’s Day, Cyber ​​Monday and Black Fridaylike Christmas which we know is the time of year when the convenience of buying online is most valued gifts”.

In turn, they aim to create more commercial alliances with various national and international brandsgiven that “we value collaborationwhich enriches the product diversity available”.

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“There are more and more users buying products in the Fashion category.”

“Our intention is to continue adding official stores that offer quality and variety. We want to be the fashion destination for small and large brands of the industry. In addition to democratize e-commerce y connect national buyers and sellers”, he concluded.