“Each channel offers an audience with specific characteristics”He explains that, therefore, the business offer must also be adapted in relation to the user profile and the dynamics established in the two forms of purchase.

Furthermore, it points out that businesses will need to gather consumer information more effectively, since “Data and audience knowledge can help predict business growth”.

This issue, Monge says, is extremely important, as it allows companies to anticipate and implement plans that enable them to maintain their development, specifically in terms of logistics, because if this aspect is not addressed, there is a risk of "dying of success".

It is worth mentioning that during the pandemic there was a notable increase in users, as online payment methods diversified, and psychological barriers and insecurity surrounding issues such as fraud or product returns due to bad experiences were broken down.

For the Latin American region, Mexico is one of the countries that has seen the most development in e-commerce, and while Brazil is still the largest country in the industry, Mexico could surpass it in the next three years if growth rates are maintained, according to the prediction. AMVO.

In this regard, Monge comments that the future for national e-commerce is promising, since the communication channels favor logistics processes even more than in Brazil.

Pieter Van Der Does points out that this “is one of the main changes that were already happening in commerce before the pandemic, but which the emergency accelerated, so it will be a common way of shopping during the new normal.”

It even highlights that it will have impacts on businesses, as they will have to integrate their offerings in both channels so that the experiences complement each other for buyers.

“The customer will not only have one path in their purchase decision, and therefore companies must pay attention to their different points of sale and study the data they provide,” explains Andrea Monge.

Furthermore, the trend of social media will also change purchasing habits, as experts believe that these platforms are becoming places where people not only spend time to relax or stay informed, but are also a point of sale.

According to the 2021 study on online sales in SMEs, prepared by the AMVO y GS1 In Mexico, 85% of companies that entered the digital market use social networks to advertise and sell their products.

Related to this rise of social media in business, Monge explains that another trend that will gain strength is voice-based commerce; that is, users will conduct searches through dictation, which will modify the logic of SEO and it will impact data analytics, as data will no longer be structured by written language.

Companies will also need to adopt trends in their way of operating, as the expert points out that specialization and fragmentation of services will become increasingly relevant to running a business virtually.

However, he notes that all decisions must be accompanied by an industry analysis, as well as a business strategy that determines whether entering the digital landscape is truly worthwhile. Furthermore, once established, it will be crucial to gather data to understand what works well and, based on that, develop action plans at different levels to avoid becoming victims of success.