A third of the Argentine population now shops online. There are 16.8 million e-commerce users. The average spend is USD$353, in an online market that is said to be worth around USD$5.9 billion. By 2021, is it expected that there will be 19.9 million online shoppers, with an average budget of USD$492.
Online penetration is concentrated most heavily in the younger generations, with 91% of under-25s using the internet; 87% of 25-34 year-olds; 85% of those aged 35-44 and those aged 45-54 are online, while the percentage is considerably lower for older generations. Only 68% of the over-55s are online.
Fashion leads as the most popular product type to be bought online by the style-conscious Argentines. USD$1.96 billion is spent on threads, while toys, hobby, and DIY enjoy a joint second place with a joint market share of USD$1.4 billion. Most online shoppers (85%) still buy from their desktop computer, rather than with their smartphone but the best Argentinian PR agencies still recognise mobile’s power to influence desktop purchases.