36% of Peruvians intend to buy during cyber and year-end sales

The discount season prior to the end of the year celebrations is taking place in a context in which electronic commerce grew 400% in Peru, online consumers declare that they have bought in digital channels 41% more than before, according to a recent study carried out by Google and Ipsos to identify the profile of the Peruvian consumer and their consumption habits at this time of year.

But that does not mean that they do not purchase products and services in other channels. On the contrary, 47% of consumers in the country are omnichannel; that is, they search and buy both online and in physical stores, and it is this group that tends to buy more categories.

According to the study, Peruvians show enthusiasm for end-of-year sales campaigns, so much so that 54% of buyers are aware of this temporality and at least 36% intend to buy on these dates.

However, 89% expect to spend more conservatively and with more planned purchases. 44% state that they are saving for specific products that they need and know that they will find a discount, while 25% say that they will only buy if they find a very good offer.

Digital platforms will be key for searches for ecommerce events, because this season of discounts buyers will search earlier to make sure they find what they need and with the best promotion, for example, Peruvians will carry out their searches up to 1.4 months before the event.

77% of consumers prefer to research the desired product or service online, while 23% prefer to do it in the physical store. Regardless of the channel in which they carry out their searches, 32% of buyers in Peru are willing to finalize their transaction in a physical business.

“Customers will choose the channels that work best for them in order to carry out their year-end searches and purchases. For this reason, having an omnichannel strategy is essential for this discount season. Putting the consumer at the center is offering them the best of the digital and physical world without friction or barriers ”, said Gonzalo Mariátegui, commercial director for the retail industry at Google Peru.

Although consumers in general are looking to spend more conservatively, there are certain categories that are leading the purchase intention of people this year. The Google and Ipsos study reveals that Peruvian preferences for year-end offers are clothing (62%), shoes (44%), electronics (37%), household appliances (34%) and computers (32%).

“This season of discounts leaves us with three great lessons that will be preserved in future purchases. First, consumers will make more and more planned and researched purchases; Second, omnichannel is no longer just something desirable, it has become a recurring behavior for people and they expect to have a frictionless experience online and in physical stores; and third, the consumer seeks to have more control of their finances, so their purchase will be more analyzed than impulsive, ”said the Google Peru spokesperson.