Chilean retailers saw e-commerce as one of the only ways to stay afloat in 2020. Brands, large and small, quickly made immense efforts not only to be present via this channel, but also to provide their customers with the best possible experience.
While many e-commerce operations are optimised for mobile, the clear winners in this arena are Falabella and MercadoLibre, which have been able to launch their own apps and direct consumers to use them with ease. An important aspect behind this growth, especially in apparel and beauty, has been the strong promotional push made by brands.
While retailing certainly drove the growth of e-commerce (goods and services) in 2020, other categories present in the online environment also experienced a year like no other. Streaming was a key 2020 word, with all type of services being delivered directly to consumers’ homes.
Retailers’ physical operations in general will continue to be greatly affected by the rise of e-commerce in years to come. While life is expected to return to pre-pandemic ease of movement once sanitary conditions normalise or a sufficient vaccination rate is achieved, a considerable number of consumers will continue buying online, with physical trips seen more as a perusing mission than made for normal weekly or monthly shopping.
E-commerce growth should stabilise. Some players will likely experience strong sales, but physical stores and restaurants will reopen and all sorts of goods and service providers will resume a more normal manner of operations.
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