Hot Sale 2022 Is Coming: What Motivates People to Buy From You?
Hot Sale 2022 is coming, one of the most important events of the year for online sales. From May 23 to 31, Mexicans will be able to enjoy the promotions and other benefits this date brings, where the best sales results will go to the e-commerce businesses that secure a place in their users' purchase preferences.
What motivates people to buy from you? There are various factors that lead customers to complete the purchase process. Have you identified them? To help you, we will analyze the behaviors that prevailed during Hot Sale 2021, which will allow us to determine what is influencing users' current online purchase decisions.
Why would customers spend their money on your e-commerce? Generally, thoughts and feelings related to well-being and comfort, security, and the feeling of getting a good deal are involved in this decision.
A Look at Hot Sale 2021 Mexico
Before talking about the reasons that influenced purchase decisions, let's take a look at the main figures from Hot Sale 2021. This can give you a clear picture of what its 2022 edition will be like and why it is one of the most relevant e-commerce events of the year.
* $18,557 million pesos was the value of online sales generated.
* 567 million visits to e-commerce stores were recorded.
* 15.6 million units sold were reported.
* 56% of companies used omnichannel strategies.
* 11.9 million was the number of purchase orders registered.
* 37% of purchase orders had more than 2 products.
* $1,590 was the average ticket.
* 11.6 million Mexicans shopped during the event.
* 35% of participating companies offered free shipping as a benefit.
* Among the delivery methods offered, 86% of buyers opted for home delivery, followed by in-store pickup (11%). Also on the list were picking up at courier offices (5%) and smart lockers (2%).
* 8 out of 10 buyers feel safe shopping online during Hot Sale.
Read also: E-commerce in Numbers, Significant Figures 2020-2021
Hot Sale 2021: 5 Main Reasons That Motivated Purchases
Understanding buyer motivation is essential for directing your internal and external strategies. Both the operation and the advertising you do for your products and services must be aligned with the aspects that will incentivize purchases. Let's see what those 5 main reasons were during Hot Sale 2021.
According to studies by the Mexican Online Sales Association - AMVO, of the total buyers interviewed:
* 45% made the decision to buy because of the promotions and discounts they found on the e-commerce site that physical stores don't offer them. For several years this motivator has ranked among the main reasons for purchase; however, its preference has been declining across different versions of Hot Sale. During 2020, it was the main incentive for 53% of buyers, while in 2021 it was for 45%.
Apparently, other motivators are gaining ground in the consumer's mind. We'll see them later.
* 40% made the decision to buy because of the time and travel savings compared to going to a physical store. Time and convenience continue to be decisive factors for buying online. Every day more people trust e-commerce and its products, giving themselves the opportunity to purchase them without having to travel to a physical store, where they would invest time and transportation costs that they can use for other activities.
"Why spend hours shopping when I can do it with a click from home" is the thought that predominates in the online buyer's mind, where time efficiency takes on greater relevance every day in a highly busy society.
* 38% made the decision to buy because they can receive their purchases quickly and easily. An aspect directly related to delivery times and alternatives, that is, with logistics operations.
This motivator is increasingly important for the online buyer, who wants to receive their orders as quickly as possible, choosing the e-commerce businesses that offer them the best alternatives; delivery in hours is and will continue to be that differentiator that will make buyers decide whether or not to spend their money at your online store.
This powerful motivator will continue to gain relevance in the current consumer's mind. In 2021 it drove purchases for 38% of buyers, while in 2020 it did so for 29%, positioning itself 9 points higher from one year to the next—a percentage that will surely increase in Hot Sale 2022.
* 34% made the decision to buy because they can pay in various ways online. This highlights the importance of having different payment alternatives for the consumer, allowing them to complete the purchase whether or not they are a banked user, choosing their preferred payment option.
Another aspect also comes into play here: security. Many users don't buy online because of fear of fraud. In this case, it is vital that your e-commerce has all the guarantees so the buyer can purchase their product with full confidence that their personal data and cards will not be subject to fraudulent behavior.
Read also: E-commerce Fraud: What You Need to Know About Chargebacks
* 33% made the decision to buy because they can compare prices and product variety. One of the advantages of the Internet is that it allows us, in a few steps, to access multiple e-commerce sites to compare product features and prices, which in physical stores could be truly exhausting.
This option allows buyers to research their product and choose the best options according to their needs, tastes, and budget, making it a good reason to lean toward online purchases.
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Barriers That Non-Buyers Faced During Hot Sale
We talked about the main purchase motivators; now, it is also important to mention the reasons that became barriers to not participating in Hot Sale 2021. Among them, according to AMVO studies, we found that 12% of non-purchase decisions were conditioned by factors related to logistics operations, such as:
* Fear of not receiving the order.
* Fear of receiving a damaged product.
* Thinking that the exchange and return process is complicated.
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What Lessons the Latest Hot Sale Edition Leaves Us
After analyzing the previous points, we can conclude, among other things, that logistics operations are truly important for being in the online consumer's purchase preferences; delivery speed, order tracking by the customer, the availability of different delivery methods, and the ease of managing an exchange or return are characteristics that users seek and that motivate them to buy.
In addition to the above, for the online consumer, convenience and time savings will continue to be important, while factors such as price may continue to lose relevance.
Take advantage of each of the points we've covered in this article and adjust or implement strategies focused on leveraging the motivators that are leading people to buy online. Make sure your e-commerce is better prepared for Hot Sale 2022 Happy selling!
Looking for a partner to boost your delivery process, fulfillment, and customer satisfaction? Don't hesitate to contact us—we are the best fulfillment center for e-commerce in Mexico and Colombia. Just click here.
Information Sources
HOT SALE 2021 Results Report - AMVO
https://www.cbimarket.mx/que-motiva-a-las-personas-a-comprar-en-una-tienda-online/
