What users like the most is buying clothes online. This according to the Hot Sale 2022 report prepared by the Mexican Association of Online Sales (AMVO), where “fashion” was positioned as the best-selling category, representing 39% of total sales during the campaign.
This is why, from August 15 to 22 , the fourth edition of the will be held; the most important online sales campaign for the fashion, beauty and accessories industry for companies to offer their best discounts and promotions online, as well as publicize and promote their e-commerce channels.
The fashion category is here to stay
The fact that fashion is the favorite category of users is not random. Even the AMVO Hot Fashion 2022 expectations study indicates that 6 out of 10 Internet buyers have purchased items from this vertical during the last 12 months.
Although the same study indicates that the two main motivators to buy are focused on dressing casual and taking advantage of sales, Víctor Islas, director of operations with clients for Latin America at Clear Sale, mentions more factors.
To begin with, the subject of photographs and technological advances. “We have already taken better photos where you can see the product, the fabric, the finish, a 360 view where you can see better angles with higher quality, measurements of the garments… all of that helped establish trust,” he mentioned.
On the other hand, this is a category that interests both men and women, since the AMVO indicates that the buyer profile is 51% women and 49% men, most of them between 25 and 44 years old, although the buyer grows from 45 to 54 years.
However, these purchases are exclusive to people with a high socioeconomic level and from the central area of the country.
In turn, another reason to buy these items online is because of the ease of making returns, since 8 out of 10 users indicated that it is easy to do so.
This has even caused it to be the category with the most returns, since 36% of the products that are returned fall into this category. They are followed by electronics, with 24%.
Here are some other reasons why users mentioned shopping online:
What are the favorite products of users?
The most purchased categories are articles for men and women, which is where the behavior of the intensive buyer stands out, as well as the frequent or occasional buyer.
Among the top five fashion items are: footwear, jeans shorts and Bermuda shorts, sportswear, perfumes and lotions, and tops.
Fashion items are followed by beauty and personal care items, and the favorite products of users are: personal hygiene, facial care, skin care in general, hair care and makeup.
And among luxury products, perfumes and lotions, watches, jewelry and handbags are the preferred products.
On the other hand, new users showed their main interest in fashion items for girls and baby clothes.
In addition, the method used to a greater extent are debit cards, followed by credit cards. The latter are mostly used by men.