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Content material consumption is continually evolving and companies should sustain. Social networks are the place the place manufacturers discover the person in a extra relaxed and receptive approach and there companies discover a new channel on the market: social commerce. However what in regards to the person aspect?
A research carried out in Mexico, Colombia, Argentina and Brazil by Rapyd , world Fintech-as-a-Service (FaaS) and Israeli unicorn, analyzes how open we’re in Latin America to host this channel.
Under we share an evaluation of this research that provides us a regional thermometer of the incorporation and penetration of social networks as a gross sales channel, from which / which international locations present better resistance, that are probably the most used cost strategies to what kind of Merchandise are bought via this implies, amongst others:
Argentina, extra cautious: 63% of the Brazilians surveyed stated that they had already made purchases via social networks (IG / FB), not far behind are Mexicans with 57%, and Colombians with 54%. Argentines had been probably the most reluctant to this new channel with solely 38% of these surveyed responding affirmatively.
Fb, the favourite to purchase: of those that stated that they had already purchased via social commerce, Fb was the favourite social community with 88% optimistic responses in Mexico, 73% in Argentina, 72% in Colombia and 66% in Brazil. In Colombia and Mexico they’re adopted by WhatsApp with 53% and 39% respectively, and Instagram for Brazil (59%) and Argentina (43%).
What to purchase: the 4 international locations agree that the preferred class of purchases via social networks is clothes and clothes (Brazil 71%, Argentina 62%, Colombia 55% and Mexico 52%). For Colombia (44%), Mexico (37%) and Brazil (45%), beauty and wonder objects had been talked about in second place, whereas in Argentina they had been residence ornament objects with 34% and wonder objects in a 3rd place (30%).
What wouldn’t be purchased: extra necessary choices corresponding to “Well being Companies” are what they appear least prepared to accumulate via a channel that appears to nonetheless be in an exploration and testing section in these international locations, corresponding to social commerce. This class obtained 51% detrimental responses in Mexico, 47% in Argentina, 41% in Colombia and 40% in Brazil.
Cost strategies: for purchases via social networks, each in Colombia (61%) and in Mexico (54%), probably the most used cost methodology is financial institution switch, whereas in Brazil the bank card predominates with 67% . In Argentina the rostrum is shared by financial institution switch and money cost at comfort shops; each choices with 41%. In second place, in Brazil (46%), Mexico (51%) and Colombia (41%) is PayPal, whereas for Argentines (35%) it’s the debit card.
Limitations to social commerce: the largest concern about shopping for via this channel for Mexico (67%), Colombia (66%) and Argentina (59%) is that the service provider is a scammer, whereas for Brazilians (62%) is that your knowledge is just not secure. For Argentina (58%), Mexico and Colombia (each 53%), knowledge safety ranks second.
Safe cost: 52% of the Mexican respondents, 49% of the Brazilians, 46% of the Colombians and 45% of the Argentines highlighted their concern for the safety of funds. This highlights not solely the significance of the variety of cost choices but in addition safety for a profitable social commerce.
Affect of the “Influencer”: 83% of Brazilians admitted that their willingness to purchase may enhance in the event that they see optimistic feedback on their social networks from somebody they observe. This pattern is accompanied by Mexicans and Colombians with 81% and 78% respectively. Nevertheless, solely 55% of Argentines agreed with this assertion.
One of many largest considerations of Mexican shoppers when speaking about social commerce is the safety of transactions, each that the retailers usually are not scammers and that their funds are secure. At Rapyd we perceive the significance of offering assortment instruments that confirm retailers and clients and that apply methods that assist fight fraud, it’s important for this channel to develop and move extra freely within the area. Having a companion to defend you on this regard will undoubtedly generate better belief amongst retailers and consumers.