Good and consistent shopping experience
“The promise of experience that you are going to communicate to your consumer must be fulfilled throughout the journey, in this sense, for example if you are going to make a purchase and the eCommerce tells you that it will deliver to you in six days and it does not do so when problems begin. In addition, you must leave the communication channels open, the recommendations, stars, etc., they are an echoed voice, which will make more users know that the shopping experience is good, “said Israel Gudiño, VP of shopping experience in Kantar Mexico.
According to specialists, this factor directly affects a user to become a customer, and also to recommend to the store.
“We must consider that audience technologies are extremely important, I think what is changing is that we can analyze that it does not matter gender, or demographic, but rather that you can have an attraction of anonymous audiences where tastes, interests and it is intended that the experience of these audiences be optimal, ”said Fernando Obregón, VP of engineering solutions at Salesforce Mexico.
Customer customization = loyalty
The other two challenges that e-commerce companies face are first of all using technology to make purchases more personalized and thus maintain the growth that the sector currently has.
“The mobile traffic and the conversion that continues to be carried out on websites triggers that the capabilities and opportunities that we have as a sector are many, but we must take advantage of them to be able to maintain these users,” Obregón said.
If these challenges can be overcome, experts believe that eCommerce growth will remain in double digits for at least 2020. IDC consultancy estimates that online commerce will grow 60% this year in Mexico, which doubles the growth seen. twelve months earlier in the second largest e-commerce market in Latin America after Brazil.
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