The consumers of Free marketbigger e-commerce da Latin America, j this is preparing for a Black Friday 2023. which shows the Consumption Panorama, survey held by the platform between the 18th and 22nd of September with approximately 8 thousand people, including users of the marketplace of Mercado Livre and digital banking Payment Market. The results of the study were presented to the press this Wednesday (18), during a digital press conference.
In the midst of a post-pandemic scenario, with the resumption of consumption, reduction in unemployment and inflation, Mercado Livre continues to reap good results and stands out for its organization, planning and dynamism in sales. During Black Friday 2022, the company bucked the market trend, which saw a drop of 18%, by recording an increase of 19%. During this period, 50.7 million users browsed the platform, and there was a 77% increase in the number of new buyers, consolidating the company’s position. e-commerce as a reference in Brazil.
However, despite the increase, it is worth noting the change in the public’s consumption pattern compared to the pre-pandemic scenario. Currently, Brazilians plan to make purchases, especially products with higher added value. For Mercado Livre, this new behavior presents itself as something beneficial, both for consumers and for the company.
The consumer’s greater planning sometimes allows them to buy cash, moving the company to offer better payment conditions via Pix or Mercado Pago. For term purchases, we evaluate how we can provide the best installment options. The focus is on the advantages we offer to consumers and how we can serve them in the best way, explained Julia Rueff, Vice President of Marketing at Mercado Livre in Brazil, during the press conference.
For Black Friday this year, Mercado Livre increased its efforts to cover several areas of consumption. For example, the company sought to strengthen the benefits offered by Meli+, a subscription plan that offers free shipping, access to Disney+ e Star+plus 12 free months of Deezer and 30% discount on films and series at HBO Max e Paramount+ for a monthly fee of R$17.99.
We are investing in services that bring more repeat visits and purchases. People who subscribe to streaming have more reasons to browse our app, increasing repeat purchases on our platform. This is in line with Mercado Livre’s strategy to encourage consumers, whether with Meli+ or in other categories such as supermarkets, fashion and toys, being more present in users’ daily lives, declared Julia.
In parallel to Mercado Livre’s strategies, Mercado Pago also continues to grow. For this year, the digital bank foresees an investment five times greater than the previous year, seeking to transform Black Friday 2023 into the biggest in history, through two aspects: offering advantages to bank users, both individuals and legal entities, and support for small businesses with solutions such as access to credits and management tools.
High expectations!
The panorama outlined by the study raised the expectations of Mercado Livre and Mercado Pago, motivating very expressive sales projections: the equivalent of nine Maracan stadiums in pairs of tennis, 20 children’s pools in perfumes, almost 1 million glasses of wine and 1 thousand movie theaters occupied only by dolls!
These numbers, also presented during the digital press conference, reflect the intention of eight out of every ten users who plan to buy this Black Friday. To solidify this data, 50% of these consumers are willing to buy more this year than in 2022, which should mark a significant increase compared to last year, when the survey was carried out for the first time.
This movement is due to the growth in users’ credibility in the e-commerce and on Mercado Livre. The platform remains a reference for its reputation for security and efficiency, especially the agility of the delivery system, which is a decisive factor in purchasing for one in three users, who prefer products with a delivery time on the same day of purchase.
Black Friday heats up
At this moment, consumers are in the analysis phase, filtering the best offers available to make the purchase. To give a helping hand to those who are undecided, the platform increased its investment in advertising by 50% and its investment in discount coupons by 137%, promoting an intensive heating up of its programming. Globoled by the presenter Marcos Mion.
The campaign refers to a partnership between the company and users, symbolized by the handshake that characterizes the brand. Whenever the gesture appears on the TV screen, the Mercado Livre bell alerts you that a new coupon has just been made available. Just write down the code and apply it at checkout, both on the website and on the internet. app. Check out the publication below to better understand this dynamic.
Those who buy and those who sell win
O Consumer Panorama also pointed out the categories that should concentrate the majority of sales on Black Friday 2023. They are: beauty and well-being, sport and fitnessproducts gamers, tools and DIY, food, furniture and decor, and fashion. On the ranking podium, cell phones and telephone accessories, electronics and household appliances appear, solidifying the date as favorite among consumers for purchasing products with greater added value.
The scenario is also promising for those looking for an opportunity to enter or relocate to the job market. With retail booming, Mercado Livre intends to offer 5,600 temporary vacancies just to meet Black Friday demand.
* Supervised by Jssica Bitencourt | Cover photo: Reproduction/Mercado Livre
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