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The is coming Hot Sale 2022, 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 that this date brings, where the best sales results will be for ecommerce that ensure a place in the shopping preference of their users.
What motivates people to buy from you? There are several factors that lead customers to complete the purchase process, have you identified them? To help you, we will analyze the behaviors that predominated during the Hot Sale 2021, this will allow us to determine what is influencing the current purchase decision of online users.
Why would customers spend their money on your ecommerce? Generally, thoughts and feelings related to well-being and comfort, security and a sense of gain are involved in this decision.
A Look at the Hot Sale 2021 Mexico
Before talking about those reasons that influenced buying decisions, let's take a look at the main figures left us by Hot Sale 2021, this can give you a clear overview of what its 2022 edition will be and why it is one of the most important e-commerce events of the year.
* $18,557 million pesos was the value of the online sales generated.
* 567 million visits were recorded at ecommerce stores.
* 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 purchased during the event.
* 35% of participating companies offered the benefit of free shipping.
* Among the delivery methods offered, 86% of buyers opted for home delivery, followed by in-store pickup (11%), and pickup at courier offices (5%) and smart lockers (2%) were also on the list.
* 8 out of 10 shoppers feel safe buying online during Hot Sale.
Also read: Ecommerce in numbers, significant numbers 2020-2021
Hot Sale 2021:5 main reasons that motivated the purchase
Understanding buyer motivation is essential for the direction of your internal and external strategies, both the operation and the advertising you carry out of your products and services must be aligned with those aspects that will encourage the purchase. Let's see what those 5 main reasons were during the Hot Sale 2021.
According to studies by the Mexican Online Sales Association - AMVO, of the total number of buyers interviewed:
* The 45% Made the decision to buy because of the promotions and discounts he found in the ecommerce, which are not offered in the physical store. For several years, this motivator has positioned itself among the main reasons for buying, however, its preference has declined in the different versions of the Hot Sale, that is how 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, and we'll see them later.
* The 40% made the decision to buy because of the saving of time and transfer to the physical store. Time and convenience continue to be decisive aspects of buying online, and more and more people are trusting ecommerce and in their products, giving themselves the opportunity to purchase them without having to travel to the physical store, where they would invest time and transport costs that they can take advantage of in other activities.
“Why spend hours shopping if I can do it with one click from home” is the thought that prevails in the mind of online shoppers, where time efficiency is becoming increasingly important in a highly busy society.
* The 38% you made the decision to buy because you can receive your purchases quickly and easily. An aspect directly related to delivery times and alternatives, that is, to the logistics operation.
This motivator is increasingly important for the online buyer, who wants receive your orders as quickly as possible, choosing the ecommerce that offers you the best alternatives; delivery in hours is and will continue to be, that differentiator that will make buyers decide or not to leave their money in your online store.
This powerful motivator will continue to gain relevance in the minds of today's consumer, and this is how in 2021 it boosted purchases in 38% of buyers, while in 2020 it did so by 29%, ranking 9 points higher from year to year, a percentage that will surely increase by Hot Sale 2022.
* The 34% made the decision to buy because you can pay in a variety of ways online. This highlights the importance of having different payment alternatives for consumers, which allow them to make the purchase whether or not they are a banked user, choosing the payment option of their choice.
At this point, another aspect also intervenes, the issue of security. Many users don't buy online because of the fear of fraud, in this case, it's vital that you ecommerce have all the guarantees so that the buyer can purchase your product with the total confidence that their personal data and cards will not be subject to fraudulent behavior.
Also read: Ecommerce fraud, what you should know about chargebacks
* The 33% made the decision to buy because you can compare prices and a variety of products. One of the advantages of the Internet is that it allows us, in a few steps, to access multiple ecommerce to compare the characteristics of their products and their value, which in physical stores, could result in real wear and tear.
This option allows buyers to research their product and choose the best options in terms of their needs, tastes and budget, being a good reason to prefer online shopping.
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Barriers faced by non-buyers in the Hot Sale
We are talking about the main motivators of buying, now, it is important to mention also, those reasons that became barriers to not participating in the Hot Sale 2021, among them, according to studies by the AMVO, we found that 12% of non-purchase decisions were conditioned by factors related to the logistics operation, such as:
* The fear of not receiving the order.
* The fear of receiving the damaged product.
* Thinking that the exchange and return process is complicated.
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What lessons did the latest version of the Hot Sale leave us
After analyzing the above points, we can conclude, among others, that the Logistic operation it's really important to be in the consumer's online shopping preferences; the speed of delivery, the follow-up of the order by the customer, the provision of different forms of delivery and the ease of managing an exchange or return, are characteristics that users are looking for 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 have addressed in this article and adjust or implement strategies aimed at taking advantage of the motivators that are driving people to buy online. Make your ecommerce better prepared for the 2022 Hot Sale Happy sales!
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Sources of Information
HOT SALE 2021 Earnings Report - AMVO
https://www.cbimarket.mx/que-motiva-a-las-personas-a-comprar-en-una-tienda-online/
