Millicom’s e-commerce business team is taking new products and services to millions of new customers and to different markets that fall outside our mobile telecommunications footprint. We are more convinced than ever about the potential for online services in Latin America to grow strongly and leapfrog traditional retail.
Argentina’s e-commerce landscape is growing rapidly. Estimates of online penetration range from 55 per cent to 75 per cent of Argentina’s 41 million people. Almost one-third of these internet users engage in online shopping, representing a potential customer base of ten million. Argentina boasts Latin America’s largest digital buyer penetration rate, helping to grow the total e-commerce industry from 2.3 billion US dollars in 2011 to 3.3 billion US dollars in 2012.
Large retailers are responding, with online sales channels, including apps and websites for smartphones. Mobile telephone adoption is rising. Though business-to-customer sales account for most of Argentina’s e-commerce, a sizeable 280 million US dollars in sales was generated from customer-to-customer transactions in 2012.
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