La industria, especialmente relacionada con el comercio electrónico, no deja de insistir en que los hábitos de consumo cambiaron y que los compradores experimentaron, aprendieron y seguirán utilizando en la web servicios locales e internacionales más allá de los segmentos que disfrutan de banda ancha, mayor nivel de ingresos y hábitos desarrollados de consumo electrónico.
"The largest e -commerce jumps are in middle and low income," said Mario Colla, co -founder and director of Tiendamia, a platform officially launched in Costa Rica in the previous June.
Colla spoke with EF through videoconference from Montevideo, Uruguay.The firm has its Logistics Operation Center in Miami because it offers the possibility of buying any product, without restrictions, which are offered in online stores such as Amazon, Ebay, Macy’s and Walmart, among others.
The Executive explained that 100% of the catalogs of these brands are offered, which cover more than 1,000 million products, with the possibility of paying through PayPal, cards, in colones, dollars and, soon, in installments, consolidating all purchases ina single shipment (which would save costs) and is delivered at the door of the house through the terminal.
The firm, which already has a presence in five other markets in Latin America, established a tendamy team in Costa Rica and, according to the Executive, in the short operation, add more than 1,000 shipments and a good percentage of customers making repurchases."The system was tested and obviously they liked it," said Colla.
–¿Cómo se inició Tiendamia?
- In 2011 I saw that people used two methods to buy abroad: one was to ask the friends who were traveling or traveling, and they did not always bring him what is requested, and travel to buy directly, with which he ended more by shoppingthan knowing the sites.To me, because I was traveling a lot, they constantly asked me.But I was traveling for work, especially to Miami, because I had customers there.
“And I said: Well, one day we have to give it a solution, which is really easy to buy in the United States and have access to everything.She had 20 years of working in Ecommerce and at that time she was ecoming companies in the United States.Then, our company sold and that left me time to start, in 2014, to develop this integrated purchase and shipping solution. ”
–¿Cuál fue la respuesta del mercado?
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–In all the countries that have entered we are taking a market, reaching up to 50% of the merchandise that enters each country, as in Uruguay, where we invoice more than $ 30 million a year.In Peru we have more or less 20% of the market and a turnover of about $ 25 million a year.In Argentina we have 25% and a turnover of $ 30 million.Last year we launched Brazil and Ecuador, which are growing at a very good percentage: they are already 5% or 10% of the market.
“Obviously in Costa Rica it is very new, it has two months of initiate.But we have already delivered more than 1,000 orders to different clients.We believe there is great potential.We know that Costa Ricans are buyers abroad and know the different methods.What they were missing was a more modern solution, which integrates 100% of the catalog, which was not limited and, in turn, was easy to navigate. ”
- Statista data, which are the ones that one can review, speak of 2020 as a year with a large peak of electronic commerce sales and then lowered a little, obviously with the reactivation of some shops.You, I imagine, saw this impact of this phenomenon on the different markets.
-Yes.To have an idea, in 2019 the complete company sold around $ 35 million or $ 40 million a year and in 2020 it sells about $ 90 million.Currently, we continue to grow over last year.International purchase is a trend that has a growth because products are found, beyond local trade is open or not, that in local catalogs do not exist.We are going to add catalogs from Europe and, to the future, from China.
–¿Cambió realmente el consumidor latinoamericano?
–With the pandemic, yes.Because she got used to using the online service, she lost the fear of using digital payment means.That does not imply that you do not have to be careful and buy in reliable sites.
“People learned more.He understood what is a safe place, which is a brand that already has a support.He realizes when it is a well done and above all place - with platforms such as Netflix or Spotify, which grew a lot too - they got used to using the international service.
“Electronic commerce came to stay.I wish we end up with the problems of COVID-19, but the reality is that there are changes in habits, where people realized that they do not have to travel to the mall or outside the country to buy something that you can get online, betterprice and take them to the door of the house. ”
- Where is the purchase online growing more if we take the market with the three large income groups (high, medium and low)?
- In average income there is a very high growth, because it has a little more expense capacity and it has been able to turn it much more to the purchase online.But in all lines there are growth: in high income, growth is 30% or 40%, in middle income is 100% and in low revenues growth is 60% or 70%.
“The largest jumps are in middle and low revenues, because in high income there were already online expenses, they were already buyers and had more habit to use electronic payment media.In middle and low income there was less custom.Today this was massified.It reaches all strata. ”
- ... which forces to innovate towards the future.Where does innovation go?
- In the coming years we are seeing digital payment means: with the cell phone, bar codes or QR, with fingerprint, and it will be chosen with which bank, account or card you want to pay.
“In deliveries we are now seven to 10 days.A purchase must still be scheduled today and at the end of the year we recommend seeing catalogs in early November.In November and the first week of December we normally sell the equivalent of three months.The operation triples.We go to work on a triple shift and with 50% more people.
“We want to go down to deliver between three and five days.In the future, 48 hours.Any product bought in the United States would be at the door in two days.In some countries we have reached time to three days from the purchase. ”
