Breathe
By Rita Alicia Rodríguez
It is a family Saturday event and, as is usually the case in these gatherings, common and pleasant topics unite the conversations, particularly among groups of people who know little or nothing about each other and frequent each other. In one of the conversations, a niece comments that she can't stop shopping online and, in fact, declares that she is convinced that most of her purchases are made because "there are very cheap things and you can buy a lot of everything". As an example, she adds that she has accumulated bags of costume jewelry, hair accessories and clothes that she rarely wears.
Someone else takes the floor and in this case it is the father of a college graduate whose first job has been favorable in terms of remuneration and who chooses to spend, according to his father's calculations, more than 50% of his salary on online shopping. It doesn't take long for more interventions to be unleashed in the conversation: the quinceañera who excitedly ordered her dress; the aunt who buys "only for special occasions or dishes for her kitchen"; those who buy month after month "because if you already accumulate points, you buy more and keep accumulating".
This anecdote reaffirmed for me why this business model is so competitive. How could a shopping environment in which there is the possibility of choosing "a la carte" with a wide variety of products and servicesnot be attractive ? It is feasible and fast from anywhere, it has a convenient payment process, with accessible prices, discounts and promotions... and there it is, the perfect mix to trigger impulse purchases.
Based on this digital scheme, it is evident that the advance of ecommerce is determined by the impulse of technological evolution, adaptations to the business model and the new reading of consumer behavior.
According to Statista, approximately 35% of consumers in the world claimed to have made an online purchase at least once a month during 2024. Under this perspective, Mexico had a relevant boom positioning itself as the country with the highest growth in e-commerce worldwide, according to the 2023 study conducted by the Mexican Association of Online Sales (AMVO).
Being part of the online experience in Mexico is made easier because this model strategically favors democratization by allowing greater inclusion of people with different socioeconomic profiles, including low-income people. As a result of this, the "secret stores" also emerged, commercializing mainly fast fashion or fast fashion. Of course, among the most demanded categories are fashion, prepared food, beauty, personal care, electronics and cell phones.
And then... What will happen with the payment of taxes for online platforms, will the buyers be the ones to absorb the totality of this tax, will ecommerce generate solid strategies to prevent a decrease in the quantity and frequency of purchases, will this measure be able to efficiently regulate digital commerce?
The answers to these questions will be gradually reflected in the implementation of this measure, the truth is that it is more feasible, in a second phase of the process, to identify the repercussions in terms of consumption. Another reality is that the temptation to fill that online shopping cart is difficult to resist for those who are already familiar with certain shopping habits and modalities.
On the other hand, in the midst of the controversy, it seems to me that it is a good time to rethink the co-responsibility of consumers and platforms regarding good practices in this digital business ecosystem. There is concern about the tax and the repercussions for our pockets, but where are the agenda items?
According to the Global E-Waste 2024 Monitor, each Mexican generates an average of 11.8 kilograms of electronic waste per year; therefore, the focus on sustainable development must be fundamental. At the same time, we must also be more assertive and judicious in analyzing to whom we attribute credibility; does the influencer who is recommending a service or product have the professional credentials to give his or her opinion?
Another area of opportunity in platform engagement would be to ensure that the risk of fraud or security issues is eliminated or significantly reduced. Provide consumers with full product information and transparency. Oh, and if it's not too much to ask, can quality be part of this list?
As we can see, there are shared responsibilities in each of the different roles in the digital business channel and therefore it is important to be aware, be smart consumers, stay informed and act accordingly.
The opinions expressed are the responsibility of the authors and are absolutely independent of the position and editorial line of the company. Opinion 51.
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