Diapositivas presentadas por Adrián Escofet, México & Colombia Business Development Netrica by NetQuest, en el eRetail Day México 2018.

1. DIGITAL COMMERCE & OMNICOMMERCE
REALITY CHECK
2018

2. ¿QUIÉNES SOMOS?
• Análisis del comportamiento digital.
• Principales KPIs de eCommerce.
• Tráfico
• Conversión
• Ventas
• Productos
* Para los principales competidores del mercado.
¿DE DÓNDE PROVIENEN
NUESTROS DATOS?
• Observación continua de la navegación multidispositivo
(desktop & mobile).
• Muestra representativa y estable de panelistas.
• Capturando URL y HTML de los sitios web.
Visitas | Usuarios Únicos | Duración | Frecuencia | Reach | %
de conversión | # Pedidos | Share | Overlap | Funnel |
Productos vendidos | Precio medio | …

3. EN MÉXICO 240,000
Activos
DE DÓNDE PROVIENEN
NUESTROS DATOS
9,000
Meterizados

4. OTROS
PAÍSES
LATAM
+ ESPAÑA
DE DÓNDE PROVIENEN
NUESTROS DATOS
ARGENTINA BRASIL CHILE COLOMBIA MÉXICO SPAIN
PANELISTAS
METERIZADOS 6,200 9,600 4,900 6,800 9,000 9,400
Meterizados

5. MERCADOLIBRE
LIDER / WALMART
HP
BBVA
LINIO
ALGUNOS CLIENTES

6. MERCADO LIBRE
AMAZON
WALMART | NETSHOES
LINIO| ADIDAS
PALACIO DE HIERRO
LIVERPOOL
LIBRERÍAS GANDHI
EL SOTANO
BESTBUY | APPLE
SUPERAMA
LA COMERCIAL MEXICANA
…
AIRBNB
DESPEGAR | VOLARIS
INTERJET | ADO
PRIMERA PLUS
AEROMEXICO
HOTELES | EDREAMS
CITYEXPRESS
EXPEDIA | VOLARIS
RESERBUS
…
SECTORES ECOMMERCE
SHOPPING TRAVEL

7. REACH
• Penetración de un determinado subsector en relación a la población internauta
𝑅𝐸𝐴𝐶𝐻 =
𝑈𝑆𝑈𝐴𝑅𝐼𝑂𝑆 Ú𝑁𝐼𝐶𝑂𝑆
𝑃𝑂𝐵𝐿𝐴𝐶𝐼Ó𝑁 𝐼𝑁𝑇𝐸𝑅𝑁𝐴𝑈𝑇𝐴
Desktop &
Mobile

8. ECOMMERCE GENERAL REACH
Promedio Mensual
MÉXICO Desktop &
Mobile
Shopping, 56% 57% 57% 59%
Travel, 18% 18% 18% 19%
2016 S1 2016 S2 2017 S1 2017 S2

9. MULTICATEGORY
FASHION
OTAs
AIRLINES
HOTELS
ECOMMERCE SHOPPING & TRAVEL REACH
MÉXICO Desktop &
Mobile
Promedio Mensual
4%
5%
6% 7%
8% 7%
9% 11% 11%
51% 52% 54%
8%
9%
2016 S1 2016 S2 2017 S1 2017 S2

10. SUBSECTORES
SHOPPING
REACH
Desktop &
Mobile

11. REACH MULTICATEGORY
LATAM
62%
68%
58%
60%
66%
60%
64%
50% 51%51%
54%
70%
72%
2016 S1 2016 S2 2017 S1 2017 S2
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
Desktop &
Mobile
Promedio Mensual

12. REACH FASHION
LATAM
22%
24%
15% 16%
14%
16%
9%
11%
42% 41%
2016 S1 2016 S2 2017 S1 2017 S2
Desktop &
Mobile
Promedio Mensual
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN

13. SUBSECTORES
TRAVEL
REACH
Desktop &
Mobile

14. REACH ACCOMMODATIONS & HOTELS
LATAM
Desktop &
Mobile
Promedio Mensual
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
7%
11%
6%
6%
8% 8%
5%
8%
6%
7%
9%
4%
5%
6%
7%
26% 27%
2016 S1 2016 S2 2017 S1 2017 S2

15. REACH AIRLINES
LATAM
9%
10%
11%
7%
7%
13%
16%
17%
13%
12%
8%
7%
7%
15%
16%
2016 S1 2016 S2 2017 S1 2017 S2
Desktop &
Mobile
Promedio Mensual
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN

16. REACH ONLINE TRAVEL AGENCY
LATAM
13%
17%
9% 9%
11%
14%14% 14%
8% 9%
24%
26%
24%
2016 S1 2016 S2 2017 S1 2017 S2
Desktop &
Mobile
Promedio Mensual
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN

17. CONVERSION
• Tasa de conversión (%)
𝐶𝑂𝑁𝑉𝐸𝑅𝑆𝐼𝑂𝑁 =
𝑃𝐸𝐷𝐼𝐷𝑂𝑆
𝑉𝐼𝑆𝐼𝑇𝐴𝑆
Desktop

18. ECOMMERCE GENERAL CONVERSION
MÉXICO Desktop
Shopping, 1.5%
1.8% 1.8% 1.8%
1.9%
Travel, 3.5%
2.9%
3.6% 3.6%
4.1%
2016 S1 2016 S2 2017 S1 2017 S2 2018 S1

19. ECOMMERCE SHOPPING & TRAVEL CONVERSION
MÉXICO
FASHION
OTAs
AIRLINES
HOTELS
Desktop
MULTICATEGORY
2.9%
2.7%
3.4%
4.2%
4.4%
1.4%
1.7% 1.8% 1.8%
1.5%
2.0% 1.9%
1.1%
1.5%
1.7%
2.1%
2016 S1 2016 S2 2017 S1 2017 S2

20. SUBSECTORES
SHOPPING
CONVERSION
Desktop

21. CONVERSION MULTICATEGORY
LATAM Desktop
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
2.4%
1.9%
2.1%2.1%
2.4%
2.1%
2.2%
1.6%
1.9%
2.2%
1.8%
1.5%
2.0%
3.4%
4.2%
2016 S1 2016 S2 2017 S1 2017 S2

22. CONVERSION FASHION
LATAM Desktop
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
2.1%
2.6%
2.2%
1.8%
2.2%
2.1%
2.2%2.3%
2.7%
2.6%
2.1%
1.6%
2.1%
2.3%
1.4%
1.7%
1.8%
2.5%
2.7%
2016 S1 2016 S2 2017 S1 2017 S2

23. SUBSECTORES
TRAVEL
CONVERSION
Desktop

24. CONVERSION ACCOMMODATIONS & HOTELS
LATAM Desktop
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
2.5%
3.1%
3.4%
3.9%
3.4%
2.8%
3.4%
5.6%
5.8%
2.2%
3.5%
4.1%
2.9% 2.9%
4.7%
5.2%
2016 S1 2016 S2 2017 S1 2017 S2

25. CONVERSION AIRLINES
LATAM Desktop
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
2.1%
2.4%
3.0%
3.3%
3.0%
2.6%
3.7%
3.4%
3.1%
3.7%
3.3%
3.0%
2.7%
3.4%
4.2% 4.4%
3.9%
3.7%
2016 S1 2016 S2 2017 S1 2017 S2

26. CONVERSION ONLINE TRAVEL AGENCY
LATAM Desktop
COLOMBIA
CHILE
MÉXICO
BRAZIL
ARGENTINA
SPAIN
1.3%
1.7%
1.9%
1.2% 1.2%
1.4%
1.7%
1.2%
1.8%
1.9%
1.7%
2.2%
2.5%
1.1%
1.5%
1.7%
2.1%
1.7%
1.9%
2.3%
2016 S1 2016 S2 2017 S1 2017 S2

27. RANKINGS | ORDERS
2017
SECTORES
@Netrica_MX
Accommodations
& Hotels
Airlines OTAs Multicategory Fashion
1. Booking.com
2. Airbnb.mx
3. Hoteles.com
1. VivaAerobus.com
2. Volaris.com
3. Interjet.com.mx
4. Aeromexico.com
1. Expedia.mx
2. Bestday.com.mx
3. Despegar.com.mx
4. Pricetravel.com.mx
5. Mexicodestinos.com
6. Reservamos.mx
1. Mercadolibre.com.mx
2. Amazon.com.mx
3. Ebay.com
4. Linio.com.mx
5. Wish.com
6. Liverpool.com.mx
7. Walmart.com.mx
8. Aliexpress.com
9. Elektra.com.mx
10. Coppel.com
1. Privalia.com
2. Osom.com
3. Forever21.com
4. Andrea.com
5. Shein.com
6. Pullandbear.com
Desktop
7. Priceshoes.com

28. ¡Gracias!
aescofet@netquest.com
(+34) 93.205.00.63
Edificio Nexus I, Gran Capità 2-
4 08034 Barcelona
@Netrica_MX