Walmart and Rappi: leaders among supermarkets and delivery in Mexico – Marketing 4 Ecommerce
E-commerce in Mexico has reached unprecedented growth: in 2021 increased by 27% with a value of 401 billion pesos thanks to the pandemic and the online sales revival strategies carried out by various companies and the increase in delivery applications in Mexico.
The BlackSip company published a study assuring that Brazil and Mexico have the highest percentage of e-commerce growth in Latin Americaamong several reasons due to the increase in connectivity and the promise of greater banking.
In economic terms, this buying and selling system added about 176 million online transactionswith payments made with credit and debit cards, contributing 101,015 million pesos.
Adoption of delivery apps in Mexico has grown alongside e-commerce
During the pandemic, shopping-focused mobile apps have broken records and recorded growth of up to 192% in the first half of 2021, companies with a transactional application are therefore likely to have a better chance of increasing their sales.
In this area, the most accepted delivery applications in Mexico, where the volume of orders on the platforms has increased exponentially and proposals for local applications have emerged to expand the service offering.
Rappi, Uber, Didi and Cornershop are up 194% since 2019
According to Comscore, the double audience growth of Rappi, Uber, Didi and Cornershop apps was 194% between February 2019 and the same month in 2022 and was even higher than that of restaurant/supermarket apps such as Walmart and Chedraui.
However, according to the analysis, the total duplicate audience of Walmart, Chedraui, Soriana and Costco apps continues to be higher in February 2022 than that of delivery apps.
Comscore MMX reports that Walmart and Rappi are the leading companies in their sectors
The study highlights that Walmart had up to 9.7 million unique visitors in February 2022an increase to highlight since in the same month of 2019 the company had 4.1 million unique visitors.
“Platforms like Uber Eats and Rappi monetize their “real estate” within their apps so that restaurants can invest and thus have greater visibility. Being visible on home delivery platforms helps increase sales through the injection of new users”said Natalia Isaza, Senior Digital Marketing Manager – Latin America and the Caribbean at Subway.
Natalia Isaza reported that it is important to accompany investment strategies in positioning with promotions or attractive products in the menu of delivery applications in Mexico to seek to increase conversion and the return on investment is greater.
Delivery apps in Mexico have increased customer wait times compared to supermarkets
In February 2022, the audience of Walmart, Chedraui, Soriana and Costco exceeds that of delivery apps by more than 50%, in terms of consumption of minutes, delivery app users had a much higher wait time than users in the supermarket sector.
“Along with the app there is a customer loyalty cycle that gives lots of insights that help us to keep improving what we offer our customers», explains Lucas Chaves Regional Branding & PR Manager at Falabella.
Posts in Walmart, Chedraui, Soriana and Costco stopped growing
The study explains the positive correlation between the annual growth in the number of posts on the social networks of Walmart, Chedraui, Soriana and Costco and the number of interactions with users.
This relationship is also positive vis-à-vis the overall audience on social networks and vis-à-vis the audience on the websites and applications of the retail sector. However, in 2021, there was a slowdown in the growth of social media postsresulting in lower interactions and lower social and web audience growth rate.
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Walmart, La Comer, Soriana and Chedraui: this has been the omnichannel evolution of the supermarket in Mexico – Marketing 4 Ecommerce
What started as key in the pandemic will also be key in the following years, as is the case with omnichannel. For this reason, the large supermarkets present in Mexico such as Walmart, La Comer, Soriana and Chedraui have strengthened their strategies to maintain their effectiveness on all channelsadd value to its consumers and not cannibalize its operations.
It is not difficult to assume that everyone went at their own pace and overcame different obstacles (like logistics), however, we will stick to the facts. So let’s see how the omnichannel evolution of the supermarket has been in our country.
Omnichannel evolution of the supermarket: which company is ahead?
After learning about the self-service chains that have opted for the omnichannel model in Mexico, Julio Fernández, head of analysis at Bursamérica, assured that Walmart is the top performer for a variety of reasons; among them, the number of stores it has and its advertising campaigns. However, the rest of the companies mentioned above have been successful in establishing customer niches. To better understand the issue, we will evaluate them in separate chapters.
walmart
About four years ago, Walmart started the omnichannel transformation of its units and since then it has made great efforts to improve the experience of its users, such as the introduction of Walmart Pass (subscription service for home deliveries).
The company’s new e-commerce platform for Central America was fully implemented at the end of 2021, a year in which sales through said channel they represented 1.7% of the total. “Other retailers are copying (their model). I don’t think there is a monopoly situation, but preference for the public”Fernandez reflected.
Eat it
The Mexican channel launched its digital platform “La Comer en tu casa” which has become an axis: their sales have increased by 14% over the past yearwhich accounted for 7.9% of total sales.
In this regard, he has clarified on more than one occasion that will continue to focus on its customers stand out from competition; improving tools and processes.
soriane
This organization, for its part, merged the superentucsa.com and soriana.com sites into a single storeincluding new features: simplified search, personalized recommendations, express payment and increased security for online payments (a relief for consumers).
In addition to this, it launched a mobile application and strengthened its operations in collaboration with CornerShop, Rappi and Mercado Libre. All this has allowed a considerable increase in the company’s income up to 58% against 2020.
Chedraui
This company of Mexican origin nor has it lagged behind in adopting the omnichannel model: It has implemented improvements in both the service and its online stores. However, so far he has not shared his growth in numbers.
“Omnichannel will be one of the constants in 2022 and e-commerce will continue to grow, friction in digital shopping has been significantly reduced”added José Maceda, advertising director at Mercado Libre México.
Image: Freepik
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