Social media is used by online stores to boost the reach of their brands.

In addition to being important sales channels, social media is used by businesses across all sectors to boost their brand reach and provide customer support. According to Tiendanube's 2021 annual e-commerce report, Instagram ranked first for content distribution, online advertising campaigns, and customer service.

While Instagram remains the top platform for creating and publishing content (98,71%), followed by Facebook (78,74%) and WhatsApp (55,64%), the survey revealed that online stores are increasingly diversifying their distribution channels. “ TikTok is undoubtedly a growing social network, so we suggest you analyze whether your audience is on this channel to start investing in producing these types of videos,” the Argentine unicorn Nubecommerce stated in its annual report. The report provides statistics, trends, and analysis of e-commerce based on data from the 45.000 businesses using the Tiendanube platform.

Ranking of social networks used to create and publish content.

Among the other channels that received special emphasis is Pinterest : a network that, according to a study by Hootsuite and We Are Social, is used by 48,2% of Argentinians. “This social network can be a great ally in attracting more visits to your website,” Tiendanube emphasized.

Regarding online advertising campaigns , Instagram Ads (74,68%) and Facebook Ads (60,63%) were the most used tools by respondents. However, it was observed that entrepreneurs also invested in other promising platforms on the market, such as Google Ads (22,92%) and Google Shopping (6,10%).

The most used social networks for advertising.

Regarding customer service channels , Instagram (87,62%) and WhatsApp (86,32%) were the most prevalent. Despite the continued relevance of traditional channels like email and telephone, online chat is gaining ground. According to Tiendanube, this diversification demonstrates the importance of offering all possible communication channels to provide support, answer inquiries, and serve customers.

The predominant channels for providing customer services.

Increased revenue in e-commerce in 2021

"Cloud stores" billed 89% more last year than in 2020 and reached an average ticket per sale of $5.977. They totaled more than 10 million transactions (25% more than in 2020) and registered a total of 38 million products sold.

E - commerce revenue on the Tiendanube platform reached a total of $61.653 billion in 2021, according to the report. The 47-page study analyzed data from more than 45 active businesses using the platform to sell online in the country and also revealed the main challenges and trends expected for this year.

According to the survey, of the total revenue, the three categories with the highest sales during the last year were: Clothing (44%), Fashion Accessories (11%), and Health and Beauty (8%). “The key development in this segment is the shift away from Home and Garden and Food and Beverages, which played a more prominent role during 2020,” stated the leading e-commerce platform in Latin America.

“The most chosen products denote a current change that directly impacts consumer preferences when buying” (Franco Radavero)

According to Franco Radavero , Country Manager for Tiendanube, during the quarantine, people chose household products and prioritized family consumption of essential foods, due to the large amount of time they were spending at home. However, a year later, “with the reduction of restrictions, the most chosen products reflect a temporary shift that directly impacts consumer preferences when shopping,” he noted.

Trends and challenges for e-commerce this year

Among the main challenges and trends in e-commerce for 2022, Tiendanube emphasized several issues: omnichannel, chatbots, smart lockers, and direct-to-consumer (D2C).

“Customer preferences rule”: omnichannel is the strategy by which a brand is present and available to users across multiple platforms and channels . This includes everything from offline and online commerce to social media sales and email marketing.

“Instant customer service”: Chatbots, or conversational bots, are Artificial Intelligence (AI) programs that simulate a dialogue with the customer. One of their main features is proactively initiating the exchange and responding automatically. Optimizing and centralizing multiple points of contact in one place, as well as gaining a deeper understanding of the ideal customer they interact with, are some of their most notable benefits.

Chatbots are Artificial Intelligence (AI) programs that simulate a dialogue with the customer.

“Flexibility for picking up purchases”: Smart lockers are intelligent lockers designed to reduce the number of trips required for home deliveries. According to the report, they are located at strategic points to concentrate product deliveries during extended business hours.

“Direct to Consumer”: Direct to consumer (D2C) is the model that is becoming increasingly popular. “We are highlighting it as a trend for 2022 because, without a doubt, it will be one of the key milestones ,” projected Tiendanube. In the D2C model, manufacturers sell their products directly to their customers without intermediaries. One of the most widespread methods is through the use of their own sales website.

In these cases, the brand itself distributes its products directly. One of the main advantages of this model is that there's no need to pay rent for a physical store to start a business and generate sales.

Trends in the world

Among the preferences emerging worldwide, the annual e-commerce report highlighted two trends that are beginning to make a strong impact on e-commerce.

1) Cryptocurrencies as a means of payment.

“It is a digital and global currency that is not regulated by any country or bank. Transactions are validated by users using technologies such as blockchain. As it is a digital medium of exchange, its arrival in e-commerce is only a matter of time,” the report stated.

He then added: “We will have to analyze how much this trend grows globally during 2022 to assess the possibility of including it in your own online store.”

Cryptocurrencies are a trend as a means of payment worldwide (REUTERS/Dado Ruvic/Illustration).

2) Shoppable TV.

The idea of ​​"shoppable TV" is transforming the way we enjoy audiovisual media. "Shoppable TV is a format that allows brands to promote the products actors are using in scenes. Through QR codes that appear on screen at certain moments in series or films, users can scan them with their cell phones to buy, for example, their favorite character's shoes," the report explained.

Ultimately, these trends aim to allow each user to personalize their shopping experience according to their needs and preferences, making e-commerce the most attractive option every day.

Argentina, among the countries with the greatest growth potential

“We are watching the evolution of e-commerce with great anticipation for 2022 and the coming years. Latin America is an emerging market that is gaining importance year after year and accelerating its expansion,” Radavero remarked regarding the development of e-commerce.

Finally, he maintained that in the case of Argentina, studies show that it ranks fourth among the countries with the greatest growth potential worldwide, and affirmed that, for this reason, Tiendanube wants to boost this development "so that more and more SMEs and entrepreneurs can take the leap and take their businesses to the next level."