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E – commerce Study in Mexico

2017

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Shopper Experience Survey

Summary of Results
September 2017

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Objectives

o Quantify e-Commerce value and volume in Mexico by

device type and category.
o Understand preferences and satisfaction of digital
shoppers.
o Understand barriers to digital shopping and how merchants
can overcome them.
o Compare the 2017 Association de Internet MX e-
Commerce results to those from the 2016 study.

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Methodology
Members of an online survey panel were contacted via email.
Screening Criteria:
• 18+ years of age.
• Made an online purchase using a computer, smartphone or tablet in the past 3
months (May – July 2017).
Total Respondents: n=1,019
Fielding Dates: August 23rd – 31st, 2017
Average Survey Time: 24 minutes
Weighting: Data were weighted to the comScore Media Metrix audience on age and
gender.
Trending: 2017 data was compared to 2016. In a few instances comparisons are made to
2015 (where participants were surveyed across different time periods). Although there
may be some seasonality differences in purchase habits across certain categories, for the
purpose of this research we are assuming that the overall data are comparable.
Significance: Data were tested at a 95% confidence level to identify significant
differences.

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Demographic Profile

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Online Shopper Demographic Profile

51%
Age Gender Area
38%
Avg: 36 86% live in the
11% 54% 46%
city

18-34 35-54 55+

Household size Kids in the Household Employment

72% have less 55% employed
than 4 in the 64% have kids full-time
household

Places Connect to Internet SEL Class

95% 58% 43% 23% 14% 12% 42%
34%
14%
6% 2% 1%
Home Work Data plan Wi-Fi School Internet
Cafe AB C+ C C- D+ D/E

AGE. What is your age? | GEND. What is your gender? | Note: Data were weighted to age and gender (see Research Methodology page for more details). | QRES. Which of
the following best describes where you live? | HHSIZE. How many people live in your home, including yourself? | HHCHILD. How many children (anyone 17 years old or
younger) live in your household? | QEMP. Which statement below best describes your current employment status? | QINT. Where do you connect to the internet? | SEL
Class determined by set of questions on SEL Criteria page.
Base: Online Shoppers (n=1,019)

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Online Shoppers by State

Mexico City 22% Sinaloa 2% Durango 1%

Estado de Mexico 13% Michoacán 2% Yucatán 1%

Jalisco 9% Guerrero 2% Hidalgo 1%

Nuevo León 7% San Luis Potosí 2% Nayarit 1%

Veracruz 4% Morelos 2% Chiapas 1%

Puebla 4% Tamaulipas 2% Tlaxcala 1%

Guanajuato 3% Quintana Roo 1% Baja California Sur 1%

Baja California 3% Aguascalientes 1% Campeche 1%

Querétaro 3% Oaxaca 1% Colima 1%

Chihuahua 3% Tabasco 1% Zacatecas <1%

Sonora 3% Coahuila 1%

QSTATE. Please indicate where you currently live.

Base: Online Shoppers: 2017 (n=1,019)

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Estimated Value of the Ecommerce

Market in Mexico 2016

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The Ecommerce’s Evolution in México

28.3%
$329.85

$257.09

(*) USD 17.63 Billons

(*) USD 16.22 Billons
$162.10

(*) USD 12.2 Billons

$121.60
$85.70
$54.50
$24.50 $36.50

2009 2010 2011 2012 2013 2014 2015 2016

Thousands of Millions Pesos (MXN)
(*) Average Exchange Rate 2016: MXN 18.71 = 1 USD

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Digital Purchase Behavior

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Online purchase incidence increased year-over-year.

Recent Online Purchases

Among Total Respondents

Three in four (75%) online

Mexicans made a purchase
online in the past 3 months.
2016: 71%

Q1B. How many online transactions did you make using each device in the past 3 months?
Base: Total Respondents: 2017 (n= 1,335): Online Shoppers (n=1,019) + Screened Respondents (n=336); 2016 (n=2,491): Online Shoppers (n=1,829) + Screened
Respondents (n=662)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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Mobile device ownership and usage increased in 2017,

particularly using smartphones to make purchases.
Device Usage
Among Online Shoppers
Device Ownership Device Used for Online Purchases
2016 (%) 2017 (%) 2016 (%) 2017 (%)

91 92 85 85

90 92 62 70
Mobile Device

53 57 31 32

Mobile Device (NET) 92 94 69 75

- 63 - -
S1. Among the devices listed below, which do you own or regularly use? | Smart TV added in 2017.
Q1B. How many online transactions did you make using each device in the past 3 months?
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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International purchasing was more prevalent in 2017 than in

2016.
International Purchases

Two in three (67%) Online

Shoppers purchased
internationally.
2016: 60%

Q2. In the past year, have you made an online purchase from an internationally-based retailer (e.g., eBay, Aliexpress, Alibaba, etc. that is
located outside of Mexico) and had it shipped to you or someone else in Mexico? | Q2a. What percentage of your online purchases were made
from a Mexico-based versus an internationally-based retailer? | Q2a added in 2017| Q2b. In which countries or continents were those
internationally based retailers located? | Other not shown.
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Shoppers who Purchased Internationally: 2017 (n=686), 2016 (n=1,112)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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United States, the country with the largest international

purchase.

Countries Purchased From

Among Shoppers who Purchased Internationally

61%
United States
75%

41%
Asia
49% 2016
On average, these 2017
shoppers made 13%
almost half (47%) Latin America
of their purchases 20%
internationally.
9%
Europe
Q2. In the past year, have you made an online purchase from an internationally-based retailer (e.g., eBay, Aliexpress, Alibaba, etc. that is
15%
located outside of Mexico) and had it shipped to you or someone else in Mexico? | Q2a. What percentage of your online purchases were made
from a Mexico-based versus an internationally-based retailer? | Q2a added in 2017| Q2b. In which countries or continents were those
internationally based retailers located? | Other not shown.
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Shoppers who Purchased Internationally: 2017 (n=686), 2016 (n=1,112)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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The main reasons for international purchases are price,

unique items and brands not available in Mexico.
Reasons to Purchase Internationally
Among Shoppers who Purchased Internationally

61% 61%
53% 53% 52% 2016
44%
2017

21% 24%
15% 12% 11%
12%
7% 10%

Price is better Want something Brands / products Quality is better Shipping speed is Like status with Want to purchase
internationally unique not available in internationally better shopping products found
Mexico internationally internationally while abroad

Q2c. Why do you shop from international retailers?

Other not shown.
Base: Shoppers who Purchased Internationally: 2017 (n=686), 2016 (n=1,112)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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The top holidays with an anticipated increase in shopping habits

were for Christmas and HotSale, the latter which increased
significantly over predicted shopping habits in 2016.
Net Change (%)
Expectations of Shopping Increase Around Holidays
Among Online Shoppers
48 35 26 27 13 9 1 3 -1 -18

65%
61% 2016
54% 53% 2017
49%
43%43% 41%
36% 36%
32% 32%
28% 27% 25% 23% 21%
12%

Christmas HotSale El Buen Fin Mother’s Valentine’s Back to Cyber Father’s Day Children’s Dia de
Day Day school Monday Day Muertos
Purchasing expectations regarding holidays, is similar for retail
with respect to the same period.
Q6. Comparing your everyday online shopping habits with your habits around holidays, how did or do you expect your online shopping and buying to change around each
of these holiday periods in 2017? | Father’s Day and Children’s Day added in 2017.
Net Change is the difference between expectations of shopping to increase and shopping to decrease.
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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Digital Spending

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Purchases incidence increased across a number of categories, most notably

apparel & accessories. Quarterly spend across categories remained stable
from 2016. Categories Purchased in Past 3 Months
Among Online Shoppers

2016 2017 Average Quarterly Spend (Pesos)

Apparel & accessories 53% 1459 1502
59%
Digital downloads 46% 615 536
48% Average quarterly
Event tickets 37% 1439 1579 spend across categories
36%
32% (excluding Travel)
Travel
35%
8430 7023 2017: 6920 pesos
Transportation - 1198 2016: 6535 pesos
33%
Music, movies & videos 17% 595 551
27%
22% 6%
Video games, consoles & accessories
27%
1772 1607 Average increase in
18% quarterly expenditure
Jewelry & watches
26%
2040 1377
by category (excluding
Furniture, appliances & equipment 21% 3037 4064 travel) 2016 vs. 2017
24%
Toys & hobbies 19% 1352 1311
23%

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of
device you have used for online transactions. | Other is not shown. | Transportation added in 2017.
Base: Online Shoppers: 2017 (n=1,019), 2016 (n=1,829); *Actual base size for the mean of each category varies and is determined by the incidence of that category.
Indicates value is significantly higher than that of the other year at a 95% confidence level.

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Two exceptions were the sport & fitness and computers /

peripherals / PDAs categories where less money was spent in 2017.
Categories Purchased in Past 3 Months (continued)
Among Online Shoppers
2016 2017 Average Quarterly Spend (Pesos)
Books & magazines 17% 834 552
22%
Sport & fitness 18% 1787 1056
22%
Consumer electronics 18% 1847 1454
22%
General services 17% 1408 1469
21%
Computer software 19% 1273 1166
20%
Consumer packaged goods 15% 1263 1028
19%
Computers / peripherals / PDAs 16% 3930 2601
19%
Office supplies 14% 1385 1001
17%
Flowers, greetings & misc. gifts 13% 673 594
16%
Home & garden 10% 869 877
12%

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of
device you have used for online transactions. | Other is not shown. | Transportation added in 2017.
Base: Online Shoppers: 2017 (n=1,019), 2016 (n=1,829); *Actual base size for the mean of each category varies and is determined by the incidence of that category.
Indicates value is significantly higher than that of the other year at a 95% confidence level.

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Travel Purchase Summary - Quarterly average

35% of Online Shoppers made a travel purchase.

Among the Shoppers in Each Device.. Among Shoppers travel..

spent 7023 pesos,

on average

28% 15% 17% 7247

purchased purchased purchased
travel on a travel on a travel on a
Spend by
4797
computer smartphone tablet Device:
3920*
Purchasers on Computers were more
likely to make a travel purchase than
those who purchased on a mobile device.

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of
device you have used for online transactions.
Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Travel (n=361);
Shoppers Who Purchased Travel on Each Device: Computers (n=245), Smartphones (n=112), Tablets (n=57*)
* Caution: small sample size (n=30-99)

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Transportation Purchase Summary - Quarterly average

33% of Online Shoppers made a transportation purchase.

Among the Shoppers in Each Device.. Among Shoppers transportation..

spent 1198 pesos,

on average

11% 35% 10% 1335

purchased purchased purchased
transportation transportation on transportation
Spend by
990
on a computer a smartphone on a tablet Device:
859*
Purchasers on Smartphones were more likely
to make a transportation purchase than those
who purchased on any other device.

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of
device you have used for online transactions.
Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Transportation (n=338);
Shoppers Who Purchased Transportation on Each Device: Computers (n=100), Smartphones (n=247), Tablets (n=33*)
* Caution: small sample size (n=30-99)

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Digital Downloads Summary - Quarterly average

48% of Online Shoppers made a digital downloads purchase.

Among the Shoppers in Each Device.. Among Shoppers Digital Downloads..

spent 536 pesos, on

average

29% 43% 38% 493

purchased digital purchased digital purchased digital
downloads on a downloads on a downloads on a
Spend by
328
computer smartphone tablet Device:
Purchasers on Smartphones and Tablets were
281
more likely to make a digital downloads purchase
than those who purchased on a computer.

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of
device you have used for online transactions.
Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Digital Downloads (n=494);
Shoppers Who Purchased Digital Downloads on Each Device: Computers (n=256), Smartphones (n=314), Tablets (n=128)
* Caution: small sample size (n=30-99)

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Retail Goods Summary - Quarterly average

99% of Online Shoppers made a retail goods purchase.

Among the Shoppers in Each Device.. Among Shoppers Retail Goods..

spent 9,092 pesos,

on average

99% 96% 93% 6,936

purchased retail purchased retail purchased retail
goods on a goods on a goods on a
Spend by
3,627
computer smartphone tablet Device:
2,828

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online, from May 2017 – July 2017, from each type of
device you have used for online transactions.
Base: Online Shoppers (n=1,019); Purchasers on Each Device: Computers (n=868); Smartphones (n=722); Tablets (n=336); Shoppers Who Purchased Retail Goods (n=1,009);
Shoppers Who Purchased Retail Goods on Each Device: Computers (n=859), Smartphones (n=693), Tablets (n=312)
Retail goods include all product categories excluding digital downloads.

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Payments & Transactions

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Online Shoppers continued to use a variety of methods to pay

for their purchases.
Payment Types Used in Past 3 Months
Among Online Shoppers

Almost all (97%) Online Nearly half (48%) of Online

Shoppers used an online Shoppers used an offline
channel to pay for their method to pay for their
purchases. purchases.
2016: 95% 2016: 41%

3% of online shoppers use only offline methods

to pay for their purchases in the last 3 months

Q4A1. In the past 3 months, how did you pay for your online purchases?
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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"Online payment is still the preferred method for Internet

shopping."
Online Payment Types Used in Past 3 Months
Among Purchasers on Each Device
(%) (%) (%)
Across all Devices [A=868] [B=722] [C=336]
1 PayPal 70% 8 62 BC 7 54 C 8 41
MercadoPago 18% 14 C 12 10
VIA DIGITAL Visa Checkout 12% 4 9 4 8 6
WALLET NET: 76%
PayMobile 7% 3 7 AC 3
70%BC 63%C 56%
MasterPass 7% 4 4 4
SafetyPay 7% 4 4 4
2 Debit card 61% 5 48 C 50 C 5 38
VIA CREDIT 3 Personal credit card 53% 49 BC 35 31
CARD NET: 55% Commercial credit card 17% 12 11 9
53%BC 40% 37%
Gift card 23% 9 12 17 A 7 16 10
Prepaid card 15% 10 10 11
VIA BANK Referred bank payment 23% 17 C 15 12
NET: 28%
23% 21% 19%
Payment code 11% 8C 7 5
Q4A1. In the past 3 months, how did you pay for your online purchases? | Other digital wallet and Other banking channel are not shown. | PayMobile, Referred bank payment, and Payment
code were added in 2017. | Q4A4. Which one payment method have you used most often in the past 3 months? | Blue circle shows top methods used most often from Q4A4.
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017
(n=336), 2016 (n=612)
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.
A/B/C Letters indicate percentage is significantly higher than that of the other group at a 95% confidence level.

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"Offline payments continue to grow as an option for online shoppers."

Offline Payment Types Used in Past 3 Months
Among Purchasers on Each Device

(%) (%) (%)

Across all Devices [A=868] [B=722] [C=336]

Oxxo 35% 5 25 C 26 C 5 14

Bank deposit 23% 17 14 14

Payment in supermarket / 8 9 8
department store 13%

Cash on delivery 12% 2 7 11 A 3 8

7 Eleven 11% 6 8 5 4

Pharmacy 10% 6 8 5

Q4A1. In the past 3 months, how did you pay for your online purchases? | Other offline channel is not shown. | Payment in supermarket added in 2017.
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829); Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016
(n=1,212); Tablets: 2017 (n=336), 2016 (n=612)
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.
A/B/C Letters indicate percentage is significantly higher than that of the other group at a 95% confidence level.

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Compared to 2016, Online Shoppers were more likely to store

their billing information online, including their credit card
number and shipping and billing address.
Store Card Information with Online Merchants
Among Online Shoppers

Types of Information Stored

40%
Credit card number
47%
70% 30% 2016
Shipping address 2017
37%

25%
Seven in ten Online Billing address
Shoppers store information 31%
with an online merchant.
2016: 59%
Q10. Do you have your credit card number and/or your billing/shipping address stored online with any online merchants?
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829);
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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Security concerns remained the top barrier to storing card

information.
Reasons to Not Store Card Information
Among Shoppers Who Do Not Store Card Information
80% 80%

2016
2017

26%
20%
14% 15%
10% 11%
6% 5% 3% 1%

Security concerns Don't purchase Helps curb spending Didn't know Don't want to set-up Don't shop with
enough from information could be account retailers who store
company stored cards
Q10b. What are your reasons for not storing your credit or debit card information (e.g., card number, billing address, etc.)? | Other not shown.
Base: Shoppers Who Do Not Store Card Information: 2017 (n= 303), 2016 (n=730);
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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Digital Shopping
Experiences

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Online Shoppers in 2017 were satisfied with their shopping experiences

and have become more open to purchasing on a smartphone than in
previous years.
Shopping Experience Satisfaction
Among Online Shoppers & Purchasers on Each Device
% Satisfied, Top 2 Box, 5-point scale Likelihood to Purchase on Device in
Next 3 Months
Online Among Device Owners
[n=1,019] 86%
% Likely, Top 2 Box, 5-point scale
Computer
[n=868]
86% 88%

Smartphone
81% 76% 7
[n=722]
There was an upward
Tablet trend in likelihood to
83%
[n=336] 65% purchase on a
smartphone in the
next 3 months (2016 –
Physical store 69%, 2015 – 64%).
[n=1,019] 86%

Q5A. How satisfied are you with your overall shopping experience(s) in the last three months?
Q5B. How likely are you to make a purchase using each of these devices in the next three months?
Base: Online Shoppers: 2017 (n=1,019), 2016 (n=1,829); Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017 (n=336),
2016 (n=612); Device Owners: Computers: 2017 (n=941), 2016 (n=1,649); Smartphones: 2017 (n=943), 2016: (n=1,648); Tablets: 2017 (n=583), 2016 (n=997)
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.

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Product prices, information, and shipping time grew in importance

and were the top factors to consider for online shopping in 2017.
Important Factors for Online Shopping
Among Online Shoppers
% Important, Top 2 Box, 4-point scale

95% 2 95% 2 94% 3 93% 92% 92%

Product prices Detailed product info Delivery speed Shipping fees Product selection Return policy

91% 91% 89% 88% 86% 82%

Multiple product Ability to pay online Multiple shipping Past retailer
images Retailer reputation directly Sizing tools options experience

82% 82% 80% 79% 74% 72%

Pick up at a Retailer loyalty Personalized Consumer / peer Buy online, pick up Reserve online,
convenient location program shopping experience reviews in-store purchase in-store

Q9. How important are the following factors when shopping for products online?
Base: Online Shoppers: 2017 (n= 1,019), 2016 (n=1,829)
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.

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Mobile Shopping
Experiences

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Smartphone purchases were made mainly because they could

access at any time and save time with applications (APP's).
Reasons to Use Device to Make Online Purchases
Among Purchasers on Each Device

(%) (%) (%)

[A=868] [B=722] [C=336]
Easy to compare prices 69 BC 42 41
Trust online security on device 68 BC 48 5 43
Easy to make purchases on device 67 BC 62 C 7 45 7

Internet access on device is fast 66 BC 54 C 40

Easy to save receipts on device 60 BC 37 33
Available special offers / coupons 41 49 AC 6 35
Able to access Internet anytime on device 27 5 81 AC 2 44 A
Available time-saving applications 25 7 74 AC 6 48 A

Q7. Why do you use each of the following devices to make purchases online? | Other and None of the above are not shown.
Base: Purchasers on Each Device: Computers: 2017 (n=868), 2016 (n=1,552); Smartphones: 2017 (n=722), 2016 (n=1,212); Tablets: 2017 (n=336), 2016 (n=612)
Blue shade indicate top response on each device
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.
A/B/C Letters indicate percentage is significantly higher than that of the other group at a 95% confidence level.

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Mobile Device Owners most often used their device to compare

prices before they shopped and to research product details.
Shopping Activities Done on Mobile Device
Among Mobile Device Owners

Compared prices before shopping 65%

COMPARE PRICES
Compared prices while shopping 44% NET: 82%

Scanned mobile barcode to compare 27%

Researched product details 64%

Found nearby stores 56%

Searched for product reviews / recommendations 50%

Shared product recommendations via social media 36% SHARE PRODCUT

RECOMMENDATIONS
Shared product recommendations via email 20% NET: 45%

Accessed deal of the day apps 37%

Q8A. Which of the following activities have you conducted on your mobile device?
Other and None of the above are not shown.
Base: Mobile Device Owners: 2017 (n=958), 2016 (n=1,691)
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.

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Difficulties around internet connection and confusion around

mobile device purchases was less likely to occur in 2017.
Difficulties Purchasing on Mobile Device
Among Mobile Device Owners
Internet connection too slow 31% 6 INTERNET
CONNECTION
Internet connection not reliable 27% NET: 46%

Retailers do not have mobile app 26% NO MOBILE

PRESENCE NET: 35%
Retailers do not have mobile site 19%
Limited bandwidth on mobile device 25%
Purchases not safe / secure 22%
DIFFICULTY WITH
Purchases take too long 21% PURCHASES NET: 45%
Purchases on device confusing 17% 4

Data plans too expensive 19% COST OF MOBILE

NET: 24%
Newest mobile devices too expensive 9%
Don't have access to payment options 11%

Q8B. Which of the following do you consider as difficulties with using a mobile device to make a purchase? | Other is not shown.
Base: Mobile Device Owners: 2017 (n=958), 2016 (n=1,691)
Indicates percentage is significantly higher/lower than that of 2016 at a 95% confidence level.

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"Online transactions with mobile devices increased ...".

Transactions Conducted via Mobile App
Among Mobile Device Owners

Mobile App Transactions Conducted

Booked / paid for transportation 43%

57%
42%
86% There was an upward trend in
Purchased products

Booked lodging 27%

27%
46%

booking / paying for a service

on a mobile device (2016 – Purchased goods in physical store 23%
78%, 2015 – 67%). 26%
18%
Seven in eight Online Booked grocery delivery
24%
Shoppers booked / paid Booked flight (via mobile device) 25%
for a product / service 21%
15%
using APP on their mobile Paid for restaurant order
21%
device. 2016: 78%
Q13D. Which of the following activities have you done using your mobile device?
Base: Mobile Device Owners: 2017 (n=958), 2016 (n=1,691)
Indicates percentage is significantly higher than that of the other year at a 95% confidence level.

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Executive Summary
• Three - four of the Mexican online made a purchase in 2017 in the last 3
months; an increase over the previous year.
• Overall online spending (excluding travel) was 6920 pesos, flat compared to
2016, though there was an increase in purchasing across a number of
categories.
• Increased cross-category purchasing was driven primarily by smartphone purchasers.
• Top categories purchased were consistent with 2016: apparel & accessories, digital
downloads and event tickets.
• International spending increased year-over-year – among those who purchased
internationally, almost half of their purchases were outside of Mexico. These
shoppers were driven by price and loyalty to shop elsewhere.
• Awareness of digital payment tools increased over the previous year, driven
primarily by PayPal, MercadoPago, and Visa Checkout.
• Offline payments continue to grow as an option for Internet shoppers, the
most used being Oxxo and Bank Deposit.

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Executive Summary (continued)

• Security was less likely to be an issue for Online Shoppers compared to
2016.
• Almost half cited trust in smartphone security, up in 2017.
• Security concerns on a retailer’s mobile app were less likely to be a barrier
to shopping.
• Shoppers were more comfortable shopping on mobile devices in 2017.
• Mobile device ownership and purchasing was up year over year,
particularly on smartphones. Shoppers were also more likely to intend to
use their smartphone to make a purchase in the near future.
• Functionality and familiarity with mobile devices improved; among mobile
users, one in three cited difficulties related to internet connection and less
than one in five noted confusion using mobile devices, a decrease from
2016. Mobile device usage to pay or book services also increased from
2015.
• Exclusive mobile app usage for retailers increased over 2016.

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E-Commerce Study - Retailers

Summary of Results
September 2017

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Objectives

o Quantify the value and volume of e-commerce sales in

Mexico.
o Understand expected sales increases and decreases around
holidays.
o Determine payment types accepted.
o Determine promotions used by retailers.
o Understand website features.

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Methodology

Online merchants who work in e-Commerce sales in Mexico were sent an email
invitation by Asociacion de Internet MX with a link to the survey.

Total Respondents: n=50

Fielding Dates: August 28th – September 18th, 2017
Average Survey Time: 20 minutes
Trending: The 2017 and 2016 results are shown throughout the report. However,
these data are not tested for statistically significant changes between years since
there may be unmeasured differences in the samples due to the sampling method
used (convenience samples).

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E-Commerce Landscape

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Retailers, on average, report one in three sales on a mobile

device; almost all retailers have sold via a mobile channel.
Online / E-Commerce Sales
Among All Retailers
Average of Mexico vs. Average of Desktop vs.
International Purchases Mobile Purchases

International 7% 7%

28% of retailers 33% 34% Mobile

had international
sales. 98% of retailers
reported mobile
Mexico 93% 93% purchases.

67% 66% Desktop

2016 2017 2016 2017

Q2A. What percentage of your online/e-commerce sales are within Mexico versus internationally?
Q2B. What percentage of your online/e-commerce sales are via mobile channels (i.e. smartphone/tablet, including apps if applicable) vs. desktop?
Base: All Retailers: 2017 (n=50), 2016 (n=50)

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The top categories of products sold online were similar to 2017:

apparel & accessories, furniture and consumer electronics.
Over one in five retailers sold another category not listed.
Goods & Services Sold Online
Among All Retailers
2016 2016
Apparel & accessories 40% 42% Toys & hobbies 10% 16%
Furniture, appliances & equipment 34% 20% Travel 10% 16%
Consumer electronics 22% 20% Books & magazines 6% 12%
Jewelry & watches 16% 18% Flowers, greetings & misc. gifts 6% 6%
Video games, consoles & accessories 16% 16% General services 6% 10%
Computers / peripherals / PDAs 14% 24% Music, movies & videos 6% 4%
Sport & fitness 14% 28% Transportation 6% -
Digital downloads 12% 22% Consumer packaged goods 4% 12%
Home & garden 12% 18% Event tickets 4% 8%
Computer software 10% 14% Other category not listed 22% 24%
Office supplies 10% 12%
Q1. Which of the following categories of goods and services do you or your organization sell online?
Base: All Retailers: 2017 (n=50), 2016 (n=50)

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Similar to 2016, the top three holidays where retailers predicted

sales to increase were Christmas, El Buen Fin, and HotSale.
Cyber Monday was also one of top holidays with an expected sales increase.
Expected Increase in Sales by Holiday
Among All Retailers
92% 90%92% 88%
82% 84%
80%

64%
2016
56%
52% 50% 2017
44%
38% 40%
36% 36%
32%
28%

Christmas El Buen Fin HotSale Cyber Mother’s Father’s Day Back to Valentine’s Vacaciones Children’s
Monday Day school Day medio año Day
Q4. Comparing your typical sales volume with your sales volume around holidays, how did/do you expect your sales to change around each of these holiday periods in
2017?
Base: All Retailers: 2017 (n=50), 2016 (n=50)

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Website Features

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Over half of retailers used third party analysis and prevention

tools and similar percentage implemented user names and
passwords to combat against fraud.
Tools Used for Fraud Control / Prevention
Among Retailers Who Own Their Storefront

57%* 55%*

41%*

29%* 24%* 22%* 20%*

10%* 10%*

Herramientasde Registro y Validación de Autenticación a Sistema de Herramientasde Validacion via Autenticación a Confirmación en
análisis y solicitud de identificación través de Validación en análisis y comprobante de través de firma móvil
prevención de `Usuario y oficial 3DSecure Línea prevención domicilio electrónica
empresas Contraseña` del propias y/o
terceras cliente desarrolladas
por ustedes
Q8. Which of the following tools or solutions do you use to prevent and/or control the risk of fraud on your website? | Almost all answer options were modified in 2017.
Other and None of the above are not shown.
Base: Retailers Who Own Their Storefront: 2017 (n=49*)
* Caution: small sample size (n=30-49); use with caution.

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One third of retailers surveyed had a mobile app, primarily for

Android and iOS operating systems.
Retailer Mobile App Usage
Among All Retailers
Operating Systems for Which
Retailer Has Mobile App

46%
Google Android
32% 32%

of all retailers 46%

have a mobile Apple iOS
28%
app 2016
10% 2017
Windows Mobile / Phone
6%
2016: 50%
4%
BlackBerry OS
Q10. Does your business have a mobile app for any of the following operating systems?
Other is not shown. 2%
Base: All Retailers: 2017 (n=50), 2016 (n=50)

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Knowledge of the AMIPCI Trust Mark from the retail

respondents grew in 2017.
Awareness
Among All Retailers
% Aware

84%
Aware of
Asociacion de
Internet MX Trust
Mark

2016: 76%

Q6A. Are you aware of the Asociacion de Internet MX Trust Mark?

Q6B. Are you aware of Mexico’s HotSale online sales event?
Q6C. Are you aware of El Buen Fin online sales event?
Base: All Retailers: 2017 (n=50), 2016 (n=50)

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Role of the Physical Store

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Almost two in three online retailers surveyed also have a

physical presence, which commands the majority of their sales.
Few of these multi-channel retailers plan to close their physical stores.

Physical Stores
Among Retailers with Online & Physical Store Locations:

64% 74%* 13%*

of all retailers have a of sales, on average, plan to close their
physical store. come from the physical store
2016: 58% physical store. locations.
2016: 79%** 2016: 7%**

Q9A. Does your business have physical store locations? | Base: All Retailers: 2017 (n=50), 2016 (n=50)
Q9B. What percentage of your total sales come from the Internet vs. physical stores? | Q9C. Do you have any plans to close some or all of your physical store locations?
Base: Retailers with Online & Physical Store Locations: 2017 (n=32*), 2016 (n=29**)
* Caution: small sample size (n=30-49); use with caution. | ** Caution: very small sample size (n=20-29); use with extreme caution.

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Over eight in ten retailers were satisfied with their overall sales
performance; a similar percentage were satisfied with their physical
store and online presence.
Sales Performance Satisfaction by Channel
Among All Retailers
% Satisfied, Top 2 Box, 4-point scale

Physical Store
84% 81%* satisfied
2016: 79%**

Online

78% satisfied
2016: 74%

2016: 70%

Q13. How satisfied are you with your sales performance in the past 12 months?
Mobile App satisfaction not shown due to small sample (n<20).
Base: All Retailers: 2017 (n=50), 2016 (n=50); Overall Sales: 2017 (n=50), 2016 (n=50); Physical Store Sales: 2017 (n=32*), 2016 (n=29**); Online Sales: 2017 (n=50), 2016 (n=50)
* Caution: small sample size (n=30-49); use with caution. | ** Caution: very small sample size (n=20-29); use with extreme caution.

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Retailers who did not plan to close physical stores referred to

having both traditional and e-commerce channels to
encourage sales.
Reasons to Not Plan to Close Physical Stores**
Among Retailers Who Do Not Plan to Close Physical Stores

Q9D. Please explain why you are <<not>> planning to close physical stores.
Base: Retailers Who Do Not Plan to Close Physical Stores: 2017 (n=28**)
** Caution: very small sample size (n=20-29); use with extreme caution.
Note: Sample size for respondents who are planning to close stores is too small to report.

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Executive Summary
• Online Sales
• Apparel & accessories, furniture and consumer electronics continued to be
the top product categories sold online.
• Online sales volume from May to July 2017 was concentrated in computers
/ peripherals / PDAs, clothing and accessories and electronic devices.
• Mobile was a key channel in online sales; about a third of sales came from
mobile and nearly all retailers cited sales from a mobile device.
• A third of the retailers surveyed had a mobile application (APP).
• The AMIPCI Trust Mark by the respondents retailers increase in comparison
to 2016, from 76% to 84%.

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Executive Summary
• Physical Stores
• The physical store remained a key component in retailers’ sales strategy.
• Two in three retailers had a physical presence and three quarters of sales,
on average, came from a physical store.
• Most retailers planned to keep their physical presence in addition to their
online storefronts.

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E – commerce Study in Mexico 2017

comScore’s Analytics Team:
Wendy Segal, Senior Research Director, wsegal@comScore.com
Kim Bui, Senior Survey Insights Analyst, kbui@comScore.com
Sarah Barker, Research Lead, sbarker@comScore.com
Ivan Marchant, Vice President Sales, imarchant@comScore.com
Marcos Ramirez, Senior Sales Manager, mramirez@comScore.com

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