E-commerce must have a strategy for anywhere, not just the web

For the business, it also has a second advantage, since it is a way in which the customer provides more information about their purchase journey, sellers have more capabilities to personalize their transactions based on people’s tastes. .

While the issue of data privacy is becoming more sensitive to buyers, who are more reluctant to hand over data, Aguilar adds that the difference in unified commerce strategies is that it accommodates different payment methods, including the cash.

For this reason, this model is quite attractive for countries such as Mexico, where the bank penetration rate is less than 40%, so cash continues to be one of the preferred methods of payment.

Virtual attention, help between businesses

In 2022, nine out of 10 adults who used the internet bought online, but although there are more customers, experts mention that in Latin America the challenges for businesses lie in how to turn consumers into fans of the brand and for this a effective communication strategy.