Key drivers of sales performance in the era of the Internet and e-commerce
The emergence of the Internet and e-commerce has profoundly transformed sales activities in companies over the past 20 years. This change has affected both large corporations and small and medium-sized enterprises (SMEs), forcing them to adapt to a constantly evolving digital environment. From the perspective of consumers, the ease of purchasing and receiving products or services from home has radically changed their consumption habits, generating new opportunities and challenges for companies.
The impact of e-commerce on sales activities in companies
Since the 2000s, e-commerce has grown at exponential rates. According to data from Statista, global e-commerce sales went from $1.3 trillion in 2014 to more than $5.7 trillion in 2022, a figure that is expected to exceed $7.4 trillion by 2025. This growth reflects how companies have incorporated digital platforms to reach consumers around the world.
Traditional sales models, based on face-to-face interactions, have evolved into omnichannel strategies that combine physical stores, online stores, and marketplaces such as Amazon and Mercado Libre. This transformation has reduced geographical barriers, allowing companies to expand their markets and reach global audiences without the need for significant physical infrastructure.
Changes in consumer behavior
Consumer behavior has been a key factor in this revolution. With access to the internet, buyers have become more informed and demanding, using reviews, price comparison sites, and recommendations to make purchasing decisions. According to a Deloitte study, 65% of consumers research products online before making a purchase, even when shopping in physical stores.
In addition, e-commerce has increased the demand for convenience. The possibility of shopping from home and receiving products within a few hours has generated massive growth in home delivery services. For example, companies such as Amazon reported a 37% increase in sales in 2020 due to the pandemic, when consumers relied heavily on e-commerce.
Benefits for companies
The digitalization of sales has brought numerous benefits for companies:
- Global reach: Online platforms allow companies to access international markets, something unthinkable two decades ago without a large investment.
- Cost reduction: E-commerce eliminates the need for large physical infrastructures, reducing operating costs.
- Personalization: Data analysis and artificial intelligence tools allow companies to offer personalized experiences, increasing customer loyalty.
- Greater efficiency: Automating processes such as inventories and payments reduces errors and waiting times.
Outlook for Latin America and Mexico
In Latin America, e-commerce has grown significantly. According to AMVO (Mexican Online Sales Association), e-commerce in Mexico grew by 23% in 2022, reaching a value of 528 billion Mexican pesos. This growth is driven by greater connectivity and the increase in the use of mobile devices.
In addition, Mexico has been a key player in trade exchange thanks to its participation in the USMCA, which facilitates trade between Mexico, the United States, and Canada. This has allowed Mexican companies to integrate into global value chains, taking advantage of digital platforms to export products and services.
The future of digital sales
Looking ahead to the coming years, digital sales will continue to evolve with the development of new technologies such as artificial intelligence, blockchain, and the metaverse. Companies are expected to adopt more advanced solutions to improve the customer experience, such as virtual assistants, cryptocurrency payments, and augmented reality to test products.
In Latin America, the challenge will be to reduce the digital divide to ensure that SMEs can compete in the global market. According to ECLAC, 70% of SMEs in the region still do not have an online presence, which represents a significant opportunity to improve their competitiveness.
Conclusion
Over the past 20 years, sales activities in companies have undergone a radical transformation thanks to the Internet and e-commerce. This change has redefined consumer expectations and opened up new opportunities for companies of all sizes. For Mexico and Latin America, digital commerce represents not only a challenge, but a strategic opportunity to strengthen their position in global trade. With the support of advanced technologies, the future of sales promises to be even more dynamic and innovative.