LatAm consumer trends: Hybrid shopping dominates in Mexico, Chile, and Brazil

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A recent analysis by Zebra Technologies reveals intriguing patterns in consumer purchase behaviors across Latin America. The survey, which includes respondents aged 18 in 13 countries, provides insights into how consumers in five key Latin American nations—Mexico, Chile, Argentina, Colombia, and Brazil—shop.

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The report highlights that 29% of Mexicans and Chileans prefer shopping exclusively in physical stores. 

In contrast, 9% of Mexicans and 13% of Chileans favor online shopping only. 

However, the majority of consumers in both countries prefer a hybrid approach, with 63% in Mexico and 57% in Chile opting for a combination of online and physical shopping.

Similar choices in Argentina and Colombia


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In Argentina and Colombia, 26% of respondents favor brick-and-mortar establishments. 

Online shopping is slightly more popular in Argentina (8%) compared to Colombia (5%). 

Similar to Mexico and Chile, a significant majority in Argentina (65%) and Colombia (69%) prefer a hybrid shopping strategy, blending online and offline experiences.

Distinct behavior in Brazil


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In Brazil, only 12% of consumers prefer exclusive shopping in physical stores, and an identical percentage prefer shopping only online. 

Notably, 77% of Brazilian consumers favor a combination of both methods, the highest among the surveyed countries. This indicates a strong preference for a balanced approach to shopping.

Overall consumer preferences


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The findings suggest that Latin American consumers highly value the convenience and flexibility of combining traditional and online shopping methods. 

This integrated approach allows customers to enjoy the immediacy and tangible experience of physical stores while benefiting from the convenience and wide selection of products available online.

Zebra Technologies’ analysis underscores a deep understanding of the evolving buying patterns in Latin America, showing a clear preference for a hybrid shopping model. 

This trend emphasizes the versatility and importance consumers place on having a varied range of purchasing options to enhance their shopping experience.


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The study also indicates that the shift towards online shopping has significantly impacted traditional retail in Latin American markets.

The movement in consumer behavior towards online purchases has led to decreased foot traffic and sales at brick-and-mortar stores, compelling traditional retailers to adapt to the changing retail landscape.

Many businesses have adopted omni-channel strategies to seamlessly integrate offline and online shopping experiences. 

They are leveraging technological advancements to improve their online presence, offer convenient services, and meet evolving consumer expectations for speed and personalization. 

This transition requires a rethinking of real estate strategies as retailers strive to create consistent, multichannel experiences to stay relevant and competitive in the market.

Finally, the analysis highlights a significant trend towards hybrid shopping in Latin America, where consumers blend the best of both traditional and online shopping. 

This trend not only reflects changing consumer preferences but also challenges retailers to innovate and adapt to remain competitive in a dynamic market.


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