E-Commerce in Peru

PROSPECTS

Rising internet use encourages consumers to purchase online

E-commerce witnessed its strongest current value growth rate in the review period in 2019. Internet penetration in Peru is lower than that in other countries in the region, such as Chile, Argentina and Brazil, but Peruvian netizens are mostly intensive users, which indicates that they enter the network more than five times a week.

Consumers identify different benefits from e-commerce, but barriers remain

The attribute that consumers value most from online shopping is financial savings, because they consider that this channel offers better prices and frequent promotions. In addition, the process of purchasing and payment is considered quick and easy.

E-commerce of medicines due to few controls

Favoured by low control of the regulation regarding the online sale of medicines, some drugstores have launched e-commerce not only for beauty and personal care products, but also medicines of different kinds. The pioneer was Farmalisto, closely followed by Inkafarma, which has constant promotions and discounts and carries out heavy e-mail marketing.

COMPETITIVE LANDSCAPE

Low level of investment attracts start-ups, but there is also a high rate of failure

As e-commerce in Peru continues to see high growth rates, there are plenty of business opportunities for those that decide to offer this sales channel. The lack of investment needed in physical infrastructure is the main attraction of this channel, and this makes it accessible for more investors, even small start-ups.

Falabella has launched an aggressive e-commerce strategy

After the purchase of Linio by Falabella in the second half of 2018, it worked to increase the penetration of e-commerce through mass advertising to highlight its benefits. This was not just online, but especially via radio, in an attempt to increase its consumer base.

Cyber Days increase consumer awareness of e-commerce

During 2018, the first Cyber WOW day was launched in Peru, offering up to 50% discount on different products, such as beauty, apparel or travel. Large companies such as Wong, Saga Falabella, Ripley, Despegar.

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