Trends in Buen Fin so you can sell more online

According to a study by the consulting firm R/GA, commissioned by Google Cloud, this year a solid participation is expected in the three discount periods with 60% participation for Buen Fin, 63% for Black Friday and 50% for on Cyber ​​Monday.

In addition, the ‘Discount Seasons Study’, which uses the results of a survey carried out by the consulting firm Ipsos to 2,000 people during June 2024, showed that 98% of those surveyed recognize the Buen Fin, 71% the Black Friday and 32% on Cyber ​​Monday.

The report also identified the relevance of retail businesses prioritizing the research phase that people carry out prior to the start of Good Black Cyber.

In this sense, seven out of 10 respondents stated that they began planning their purchases before these times. In the specific case of Buen Fin, there are people whose investigation begins up to three months before.

Mexican consumers focus their research on five main points before making a purchase during Buen Black Cyber:

• Payment methods (46%)
• Product availability (41%)
• Price and discounts (40%)
• Product comparison (39%)
• Shipping method (37%)

The business opportunity is in technology

The R/GA study pointed out that 12 of the 17 e-commerce they analyzed have an area of ​​opportunity in intelligent search, since they did not show results for some keywords. Additionally, 13 of them showed no results when there was a type in the search.

Only two of the businesses offered image searches via web and mobile. According to Google, the tool that allows you to consult through images is used to perform more than 20,000 searches in Google Lends.

The companies analyzed also had gaps in offering personalized recommendations based on browsing history, something only three of them did.

A McKinsey study shows that companies that personalize the shopping experience generate 40% more revenue.

“The opportunity areas identified in the report can be strengthened through the incorporation of technologies, powered by the cloud, including AI, and thereby offer a better customer experience, understand consumer needs and create intelligent connections that boost sales,” says Google.