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Study of Ecommerce Mexico 2015

Sponsored by:

Objective and Vision of the Study

The Mexican Internet Association, A.C. (AMIPCI) integrates the companies that represent an
influence on the development of the Internet industry in Mexico. Every year, the AMIPCI
undertakes the task of carrying out studies based on the use of Internet in Mexico to guide and
promote market growth.
Aware of the need to understand and analyze the aspects that can affect the e-commerce in our
country, AMIPCI presents the Study of Ecommerce Mexico 2015, which is already the 10th
version and is divided into two sections, that investigates components Ecommerce: Online
Buyers and Ecommerce Landscape.
The study was conducted through the auspices of the Mexican Association of Online Sales
(AMVO), IBM, VISA, Prosoft 3.0 and the Ministry of Economy. The realization was conducted by
comScore.
Analyses were performed by interviewing online buyers in Mexico and the leading e-commerce
players in the country to have the vision of both supply and demand.

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Developed by:

Estimated market value of ecommerce in Mexico 2014

Sponsored by:

Development of Ecommerce in Mexico

34%
42%

$85.70

$54.50
$24.50
2009

$36.50

2010

2011

2012

USD 9.2 Billones

$121.60

2013

Billions of Pesos (MXN)

(*) Average Exchange rate: MXN 13.28 x 1 USD

Desarrollado por:

(*) USD 12.2 Billones

$162.10

2014

Developed by:

Analysis of Consumer Experience

Sponsored by:

Table of Contents
Objectives & Methodology

Digital Purchase Behavior

Digital Spending

14

Payments & Transactions

17

Digital Shopping Experiences

20

Mobile Shopping Experiences

23

Executive Summary

27

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Objectives & Methodology

Research Objectives:
Quantify e-Commerce value and volume in Mexico by device type and category.
Understand preferences and satisfaction of digital shoppers.
Understand barriers to digital shopping and how merchants can overcome them.
Know the most important factors to make an online purchase.
Identify the problems for which a transaction is not completed.
Study Methodology:
Members of an online survey panel were contacted via email by comScore.
A total of 1,243 respondents completed the survey.
Qualified respondent: Made an online purchase using a computer, smartphone, or tablet in the past 3
months (January 2015-March 2015).
52-question survey, which took an average of 21 minutes to complete.
Data weighted to comScore Media Metrix audience prior to analysis.
Confidence level of 95%, standard error: +/- 2.53%

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Developed by:

Digital Purchase Behavior

Sponsored by:

Three-quarters of online Mexicans made an online purchase during the first quarter of 2015.
Overall Online Purchase Incidence
(Past 3 Months)
The growth of online shopping is heavily
influenced by mobile shopping (tablet and
smartphone), especially in the category
Digital Downloads

Consumers aged 18 to 34 years

bought more digital content than
those of 35 years or more.

No,
25%

Yes,
75%

Q1B. How many online transactions did you make using each device in the past 3 months? Please provide your best estimate of the number of times you have paid for something online.
Base: Total respondents (n=1,243) + screened respondents (n=417)

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Device ownership is high, and half of online shoppers have all three devices (computer,
smartphone, and tablet).
Device Usage

93%

84%

Shoppers 18-34 years of age

use smartphones more than
those aged 35+; those with SEL
AB use smartphones and
tablets more their counterparts.

57%

3%
4%
4%

11%
28%

Smartphone and
tablet or tablet only
Smartphone only
Computer and
tablet
Computer only

50%
Computer

Smartphone

Tablet

Computer and
smartphone
All 3 devices

S1. Among the devices listed below, which do you own or regularly use? Please select all that apply
Base: Total respondents (n=1,243)

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Over half of shoppers purchased from an international retailer, with the U.S. being the top
source for imported items.
International Purchases

Country Purchased From

64%

United States

No,
43%

Asia

Yes,
57%

36%

Latinoamerica

13%

Europe

11%

Other
Q2. In the past year, have you made an online purchase from an internationally-based retailer (i.e. located outside of Mexico) and had it shipped
to you or someone else in Mexico? | Base: Total respondents (n=1,243)
Q2b. In which country or countries were those internationally based retailers located? Please select all that apply. | Base: International online shoppers (n=707)

Developed by:

2%

Shopping and buying are expected to increase around all holidays except for Halloween/Da de
Muertos
More shoppers with SEL AB said
their shopping would increase at
Christmas and HotSale than those
with SEL C or below.

Expected Change in Shopping Habits by Holiday

Net Change:
Christmas
HotSale
El Buen Fin
Mothers Day
Valentines Day

Back to school
Cyber Monday
Halloween

12%

25%

13%

63%

30%

20%

45%
42%

21%

32%

52%

41%

18%

44%

57%
28%

14%

51%

49%

25%
Decrease

22%

40%

50%

23%

31%
29%

8%

28%

5%

56%
Stay the Same

19%
Increase

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 2015?
Base: Total respondents (n=1,243)
Developed by:

-6%

Developed by:

Digital Spending
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The three top categories purchased online were Apparel & Accessories, Digital Downloads, and Event
Tickets; the most money was spent within the Computer and Furniture categories (excluding travel).
Category purchased and Amount Spent Across All Devices
Category Purchase Incidence

The percentages can not be added

because of duplication

Average Quarterly Spend MXN*

Average quarterly spend across
categories excluding travel

53%

Apparel & Accessories

49%

Digital Downloads

35%

Event Tickets
Video Games, Consoles & Accessories

23%

Books & Magazines (physical copies only)

21%

Toys & Hobbies

20%

Music, Movies & Videos (physical copies only)

19%

Computer Software (excluding PC Games)

19%

Furniture, Appliances & Equipment

19%

Consumer Electronics (excluding PC Peripherals)

18%

$5,575
$1,383
$581
$1,179
$1,555
$480
$1,086
$448
$922
$2,643

$1,652

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online in the first 3 months of the year, January 2015 March 2015, from each type of device you have used for online transactions. Base: Total
respondents (n=1,243); *Actual base size for the mean of each category varies and is determined by the incidence of that category.

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Three in ten shoppers made a travel purchase in the past three months. The highest average spend
was MXN$9,284, almost 67% above the average of other non-travel-related categories.
Category Purchased and Amount Spent Across All Devices (continued)
The percentages can not be added
because of duplication

Category Purchase Incidence

Average Quarterly Spend MXN*

Average quarterly spend across
categories excluding travel

Sport & Fitness

18%

Jewelry & Watches

17%

Computers / Peripherals / PDAs

17%

$5,575
$1,340

$1,735
$3,714

Consumer Packaged Goods

14%

General Services (photo printing, shipping, etc.)

14%

$1,523

Office Supplies

11%

$1,449

Flowers, Greetings & Misc. Gifts

Home & Garden
Other category not listed

Travel

$858

10%

$560

7%

$1,210

13%

$2,143

30%

$9,284

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you spent online in the first 3 months of the year, January 2015 March 2015, from each type of device you have used for online transactions.
Base: Total respondents (n=1,243); *Actual base size for the mean of each category varies and is determined by the incidence of that category.

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Developed by:

Payments & Transactions

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Funding payments from a bank account (Credit Card, Debit Card, PayPal,
MercadoPago, SafetyPay and Bank Transfer) dominate in Mexico
Payment Types Used Past 3 Months
Across any Device
(n=1,243)
Net: Payments with Bank Credit/Debit Cards as support
53%

Debit card

52%

PayPal
28%

MercadoPago

19%

Prepaid card

16%

Gift card

15%

Cash on delivery

22%
78%

Offline

7 Eleven

29%
8%

Pharmacy

8%

Other offline channel

7%

14%

26%
9%

9%

10%

9%

13%
38%

33%
9%

8%
24%

Oxxo

14%
5%

25%

26%
12%

44%

11%

15%
4%

12%

12%

Bank deposit
Electrnico

24%

BC
9%

Net: Offline Payments

38%

51%

12%

18%

32%

43%

39%

31%

Commercial credit card

Classification According to
Number of Payments

38%

5%

Net: Other Non-Banking Cards

81%
29%

52%

17%

7%

Tablet
(n=442)

93%

30%

58%

Bank account transfer

Smartphone
(n=681)
83%

95%

Personal credit card

Safety Pay

Computer
(n=1,101)

20%

15%

23%

17%
5%

6%

5%

6%

3%

5%

29%
6%
11%
11%
5%
4%
8%

Q4A. Which payment types/channels did you use for the online purchases you made in the past 3 months? Please select all that apply for each column. Base: Device purchasers

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Security concerns are the leading reason for not storing information with online retailers.
Reasons for Not Storing Credit/Debit Information with Online Merchants

77%

Security concerns
I dont purchase enough from a company to warrant storing my
card information

28%

I didnt know that I could store my credit or debit card information

It helps curb my spending

I dont want to set up an account

Other
I dont shop with retailers who store cards

14%
13%
7%
2%

The percentages can not be added

because of duplication

2%

Q10b. What are your reasons for not storing your credit or debit card information (e.g., card number, billing address, etc.)?
Base: Do not store any information with online merchants (n=430)

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Digital Shopping Experiences

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Shoppers are highly satisfied with shopping both online and in a physical store.
Shoppers 35 years and older are more satisfied
with online shopping in general, smartphone
shopping and shopping in a physical store than
those 18-34.

Satisfaction with Shopping

Overall online (n=1,243)

8% 6%

Computer (n=1,101)

7% 5%

Smartphone (n=681)

7%

10%

Tablet (n=442)

7%

9%

Physical Store (n=1,243)

8%

7%

Extremely Dissatisfied

40%
38%

Net Satisfied:

46%
50%

43%

40%

41%
40%
Somewhat Dissatisfied

43%
45%
Somewhat Satisfied

Q5A. How satisfied are you with your overall shopping experience(s) in the last three months?
Base: Device purchasers
Developed by:

Desarrollado por:

86%
88%
83%

84%
85%
Extremely Satisfied

The majority of all shoppers are likely to purchase across devices; however, intent is highest on
a computer and lowest on a smartphone.
Males are more likely to make
purchases on a computer in the
next three months than females
(92% vs. 85%).

88%

Intent to Purchase in the Next 3 Months

64%

67%

Likely (Top 2 Box)

14%

15%

Neutral

4%
8%

22%

18%

Unlikely (Bottom 2 Box)

Computer
(n=1,156)
[A]

Smartphone
(n=1047)
[B]

Tablet
(n=705)
[C]

Q5B. How likely are you to make a purchase using each of these devices in the next three months?
Base: Device users
.

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Mobile Shopping Experiences

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Mobile device purchasers indicate they do so because of time-saving applications and the
ability to access the Internet from anywhere and anytime compared with a computer.
Males trust security more than females on
a Smartphone (45% vs. 36%) and Tablet
(49% vs. 33%).

Reasons for Device Choice for Online Purchases

The percentages can not be added
because of duplication

Computer
(n=1,101) [A]

Smartphone
(n=681) [B]

Easy to make purchases on this device

73%

Internet access on this device is fast

71%

Easy to compare prices and find the best deal

68%

I trust the security online on this device

67%
65%

Easy to save my receipts on this device

Available time-saving applications

Able to access the Internet from this device from anywhere and
anytime

52%

54%

46%

46%

34%

43%

41%

41%

30%

31%

41%

48%

Available special offers/coupons

Tablet
(n=442) [C]

35%
65%

34%

50%

75%

32%

50%

Other

2%

2%

2%

None of the above

1%

3%

3%

Q7. Why do you use each of the following devices to make purchases online?
Base: Total respondents (n=1,243)
.

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Desarrollado por:

About three in five mobile device users have used their device to research product details,
compare prices, and find nearby stores.
Shopping Activities Conducted on Mobile Device(s)
The percentages can not be added
because of duplication

Researching product details

63%

Comparing prices before shopping for an item

62%
59%

Finding nearby stores

50%

Searching for product reviews/recommendations from a website

45%

Comparing prices while shopping for an item in person at a store

44%

Accessing deal of the day apps

37%

Sharing product recommendations via a social networking site or app

26%

Mobile barcode scanning to compare prices

24%

Sharing product recommendations via email

Other
None of the above

Shoppers 18-21 use their mobile devices

to research product details (71%) more
than those who are 22 years and older.

1%
4%

Q8a. Which of the following activities have you conducted on your mobile device?
Base: Mobile device users (n=1,103)

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Over a third of mobile device users say they have purchased products using a mobile app.
Mobile Device Transactions Conducted
Purchased products using a mobile app (such as electronics, apparel, shoes,
etc.)

38%

Booked a rental for lodging using a mobile app (such as Best day, Despegar,
PriceTravel, Airbnb, booking.com, hotels.com, etc.)

23%

Used a mobile app on your mobile device to purchase goods at a coffee shop
(such as Starbucks, Krispy Kreme, etc.)

22%

Booked a flight

21%

Booked and/or paid for a taxi, private car or rideshare using a mobile app
(such as Uber, Yaxi, Easy Taxi, Smart Taxi, Taxi Beat, etc.)
Booked a grocery delivery using a mobile app (such as Superama, La Comer
en tu casa, etc.)
Paid for a restaurant order using a mobile app (such as OpenTable, Sin
Delantal, Hello Food, Pedidos Ya, etc.)
None of the above

Younger shoppers have

done these activities
more than shoppers 35
years and older.

18%
17%
14%
33%

Q13d. Which of the following activities have you done using your mobile device?
Base: Mobile device users (n=1,103)

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Executive Summary

Three-quarters of online Mexicans are online purchasers based on reported purchase activity from
January to March 2015.
More than one-half made non-domestic purchases during this period.
The volume of online buyers has grown strongly influenced by the purchase of digital downloads from
mobile devices
Average quarterly spending across all devices and non-travel categories was MX$5,575 approximately
MXN$1,860 pesos spent online per month .
Two-thirds of shoppers use a mobile device (smartphone and/or tablet) for their online purchases, with
just one-third using a PC device exclusively.
Mexicans like using mobile devices for their ease in accessing the Internet, as well as for the ability to use
retailer apps, which can save time.
Seven in ten mobile users have shopped within retailers apps, and more than one-third have made
in-app purchases.

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Executive Summary

95% of online buyers have used some type of payment funded with bank accounts or credit
or debit cards, and 44% also continue using Offline payment methods.

Overall satisfaction with online shopping is high, on par with consumers satisfaction with
shopping in physical stores. Online purchasers are very likely to continue buying online in
the future, particularly using a PC.
Shoppers expect their shopping to increase around all holidays except Halloween/Da de
Muertos. The largest increases are expected around Christmas, HotSale, El Buen Fin, and
Mothers day.

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Developed by:

Analysis of the retailers

experience
Sponsored by:

Table of Contents
Objectives & Methodology

31

E-commerce Landscape

32

Website Features

36

Digital Marketing & Promotions

41

Executive Summary

44

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Objectives & Methodology

Research Objectives:

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

Understand expected sales increases and decreases around holidays
Determine payment types accepted
Determine promotions used by retailers
Understand website features
Quantify the value of the physical store versus online store.

Study Methodology:
Online merchants were sent an email invitation by AMIPCI with a link to the survey.
The survey had up to 20 questions and took an average of 10 minutes to complete.
75 respondents who work in e-commerce sales completed the survey.

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Developed by:

E-commerce Landscape
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Apparel, sports & fitness, other and consumer electronics are the top four
categories sold among these retailers.
Categories of goods and services sold online
Apparel & accessories
Sport & fitness
Consumer electronics (excluding PC Peripherals)
Computers / peripherals / PDAs
Furniture, appliances & equipment
Home & garden
Toys & hobbies
Video games, consoles & accessories
Books & magazines (physical copies only)
Consumer packaged goods
Office supplies
Jewelry & watches
Music, movies & videos (physical copies only)
Computer software (excluding PC Games)
Digital downloads
Flowers, greetings & misc. gifts
Event tickets
General services
Other category not listed
Travel

37%
33%
25%
23%
21%
20%
20%
16%
15%
15%
15%
13%
13%
12%
11%
7%
4%
4%
33%

13%

Q1. Which of the following categories of goods and services do you or your organization sell online?
Base: All retailers (n=75)

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Consumer electronics and computers / peripherals / PDAs represented 40% of the

share, and other categories not listed represents a third of the share of online sales
in the first quarter of 2015.
Share of Sales (excluding travel)

Consumer electronics (excluding PC

Peripherals)
Computers / peripherals / PDAs

% MXN Sales Q1 2015 Retailers

Event tickets

21%

Apparel & accessories

Consumer packaged goods

39%

Travel

61%

No Travel

34%
(Other)

Home & garden

Sport & fitness
Furniture, appliances & equipment

19%
If Travel were included, it would
represent 61% of the sales
dollars even though only 13% of
retailers sell travel.

1%
1%
B
1%
5%
1%
2% 2%
2% 3%

Office supplies
Computer software (excluding PC
Games)
Video games, consoles & accessories

8%

Other listed categories combined*

Other category not listed

Q3. Please take a close look at the table below. Under each category, enter the amount of money in pesos you have sold online in the first 3 months of the year, January 2015 March 2015, Please list the amount spent from domestic (in Mexico) vs.
International (all other countries) in separate columns.
Base: All retailers (n=75) | Note: Domestic and International sales are shown together.
* Includes the following categories: books, magazines (physical copies only), digital downloads, flowers, greetings & misc. gifts, General services, Jewelry & Watches, music, movies & videos (physical copies only), and toys and hobbies

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Retailers expect sales to increase the most around El Buen Fin, Christmas and
HotSale.
Expected Change in Sales by Holiday
El Buen Fin
Christmas

3%
5%

HotSale
Cyber Monday
Mothers Day

1%
9%

Vacaciones

Halloween

Net Change:
77%

80%
80%
79%

35%

75%
79%

64%
57%

33%
24%
31%

Back to School

Valentines Day

17%
15%
21%

29%
57%
60%
Decrease

48%

47%
37%
33%
29%

32%

9%
11%

63%

Stay the Same

Increase

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 2015?
Base: All retailers (n=75)

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23%
6%
24%
19%

Developed by:

Website Features
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Most retailers control their own online storefront. Debit/credit cards and
PayPal are the most accepted types of payment.
Type of Online Storefront

Payment Types Accepted Online

Debit card

83%

Personal credit card

Through a website/app that you or

your company owns

92%

80%

PayPal

78%

Commercial credit card

73%
61%

Bank account transfer

MercadoPago
Prepaid card

Through a website/app that you do

not own or control

17%

Gift card
Safety Pay
Other online channel

29%
20%
20%
17%

AB

22%

Bank deposit
Oxxo

Other

4%

51%

C
C

7 Eleven

36%

Cash on delivery

32%

Pharmacy
Other offline channel
Q5. How do you sell your products/services online? | Base: All retailers (n=75)
Q5A. Which payment types/channels do you offer/accept for the online purchases on your website?
Base: Retailers who own their own online storefront (n=69)

20%
15%

AB
Developed by:

58%

Almost nine in ten retailers are aware of the AMIPCI Trustmark, and almost
all retailers are aware of the HotSale and El Buen Fin sales events.
Awareness of AMIPCI
Trustmark

Awareness of Mexicos
HotSale event
3%

Awareness of El Buen
Fin event
3%

12%

88%

97%
97%
Aware
Not Aware

Q6A. Are you aware of the AMIPCI Trustmark?

Q6B. Are you aware of Mexicos HotSale online sales event?
Q6C. Are you aware of El Buen Fin online sales event?
Base: All retailers (n=75)

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Seven in ten have some type of risk analysis/prevention tool or service.

Controls and security features on the website

54%

Tools of analysis and risk prevention by third parties

Own tools of analysis and risk prevention

46%

3D Secure Authentication

32%

Online validation system

Validation via proof of address
Mobile confirmation

17%
13%

Other
None of the above

Net: Have a risk

analysis/
prevention tool
or service: 71%

20%

17%
4%

Q8. Which of the following controls and/security features do you utilize on your website?
Base: Retailers who own their own online storefront (n=69)

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Three in five retailers have a mobile app, with most being supported by
both Android and Apple iOS.
Operating systems for which the business has a mobile app

53%

52%
41%
25%

Google Android

Apple iOS

Windows Mobile /
Phone

12%

4%

BlackBerry OS

Other

Q10. Does your business have a mobile app for any of the following operating systems?
Base: All retailers (n=75)

Developed by:

Desarrollado por:

None of the above,

do not have a
mobile app

Developed by:

Digital Marketing and

Promotions
Sponsored by:

These retailers have several active marketing strategies, including

newsletters, Social Media and search engines advertising (banners, subasta
de palabras, etc.).
Digital marketing activities in the past 12 months
Email newsletters/notifications to subscribers

87%

Management of social networking profiles

85%

Search engine advertising

81%

Banners on websites

73%

Mobile advertising

53%

Lead generation

49%

Customer loyalty program

45%
29%

Updates/notifications within mobile apps*

Geolocation

29%

SMS
Other

21%

Among retailers with mobile apps,

50% send updates and
notifications within their app, and
41% use geolocation.

4%

Q11. Which of the following digital marketing activities have you conducted in the past 12 months?
Base: All retailers (n=75)
* This option was only shown to retailers who indicated their storefront has a mobile app.

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Discounts and interest-free credit were the top sales promotions offered in
the past 12 months.
Online sales promotions/deals on business website in the past 12 months
Discounts, coupons, or promo codes on products/services

69%

Interest-free credit

64%

Free shipping for all online purchases

48%

Discounts/deals for social media fans or followers

48%

Free shipping for online purchases above a specific value

48%

Free gift with purchase

45%

Free shipping on returns

40%

Discounts/deals for loyalty program members

38%

Ability to pay some of the cost later/monthly without interest

34%

In-store returns

25%

Free in-store pick-up for online purchases

19%

Free shipping for longer/extended delivery times

None of the above

18%
3%

Q12. Have you conducted or offered any of the following online sales promotions/deals on your website or app in the past 12 months?
Base: All retailers (n=75)
Note: Sample size for this question for International sales promotions/deals is too small to report.

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Executive Summary
Online sales:
The majority of online sales are from within Mexico, and three in four online sales are via a PC. Retailers
report an average of five percent chargebacks. The top four categories sold online are apparel, sports, other
categories not listed and consumer electronics.
The large number of incidences in "not listed other categories, indicates the diversification of the
ecommerce offers.
By sales value, excluding travel, the top four categories are other categories not listed, consumer
electronics, computers / peripherals / PDAs, and event tickets.
Retailers expect shopping to increase around El Buen Fin, Christmas and HotSale.
Almost nine in ten retailers are aware of the AMIPCI Trust Mark, but only two in five offer the Trust Mark on
their site. Almost all retailers are aware of El Buen Fin and HotSale events.

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Thank you!
Developed by:

Ivn Marchant
VP comScore Mxico
imarchant@comscore.com

Luis Carracci 146.

Col. Extremadura Insurgentes
Del. Benito Jurez.
C.P. 03470. Mxico D.F.
Tel. 5559 8322

Mario Labastida
Senior Account Sales Manager comScore
mlabastida@comscore.com

www.amipci.org.mx
informes@amipci.org.mx
Tel. 8000 8000
www.comscore.com

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Developed by: