Walmart, Soriana and Superama道場 | 学問・研究 | まにあ道

: the leading online supermarkets in Mexico

Every day there are more hours that we spend at work, transportation, caring for our children or our daily occupations and the little time that we have left we must spend at the supermarket, however online supermarkets have come to Mexico to save us a lot of time and facilitate this work.
Online supermarkets have great potential in Mexico
Every day more Mexicans make their purchases through online supermarkets, and now the main self-service chains have an option to make purchases remotely , even with the possibility of making payment in the same eCommerce or at the time of delivery with cash or card.
According to a study carried out by the online marketing research company Comscore, the online supermarket market in Mexico is led by Walmart , which already has 4.5 million users, followed by far by qnnit , with 1.1 million online consumers and in third place is Superama with 992 thousand users.
Of course, these numbers also represent the great growth potential of the online supermarket sector in the country , especially if it is taken into account that the total digital population in Mexico is just over 65 million users.
On the other hand, the elapsed time to make purchases is also dominated by Walmart eCommerce with 35 minutes, followed by Soriana with 12 minutes and Superama with just 3 minutes.

Image: Comscore
Consumers prefer to do the super online using their PC
In addition, COM score shares another interesting aspect about shopping at online supermarkets in the country. According to the firm, users mainly access online supermarkets through their mobile devices , however consumers are inclined towards the Browser Mobile version.
That is why the time consumed by mobile apps represents only 25% for Walmart and 15% for Soriana in the country, so that consumption through mobile apps is still very incipient.
Regarding the path that users choose for their purchases, it is also highlighted that the PC continues to dominate as the preferred channel for all online supermarket customers except for Walmart and Chedraui .
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La Comer attracts younger consumers
In analysis by gender, this study revealed that the consumption percentages are generally low, with slight differences: in the case of Soriana, La Comer and Superama, the majority of consumers are female , while men gain a presence at Walmart , Cotsco and Chedraui.
On the other hand, the age segments of this study reveal a clear trend in adults older than 35 years . But a relevant feature is that La Comer registers the highest participation of the consumer segment between the ages of 25 and 34, compared to the rest of the online supermarkets.
The great challenges of the sector in the country
However, there are challenges that online supermarkets have to face in the country, since contrary to what might be assumed, the behavior of this sector in the country did not show sustained growth in recent years.
Despite the fact that the digital market has progressively matured, a downward trend in consumption has been noted this year. According to the COM score, this can be explained by the high delivery times, a trend that can be seen in the following graph:

Image: Comscore
To conclude, the study ensures that the universe of online supermarkets has enormous potential in the country, along with various challenges in the coming years.
"Some cases like the British supermarket Ocado Group show that a successful model combines machine learning (machine learning), data science, simulation and routing systems " says Comscore in a press release.
In this way, by combining the appropriate technology and a user-oriented offer, the supermarket chains in Mexico will be able to grow a lot in the future.

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