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Comercio electrónico y hábitos de los consumidores durante la pandemia de COVID-19 en México
E-Commerce And Consumer Habits During The COVID-19 Pandemic In Mexico
Comércio eletrônico e hábitos dos consumidores durante a pandemia da covid-19 no México
DOI:
https://doi.org/10.15446/innovar.v32n86.104665Palabras clave:
comercio electrónico, COVID-19, digitalización, hábitos de consumo, México (es)e-Commerce, COVID-19, digitization, consumption habits, Mexico (en)
comércio eletrônico, covid-19, digitalização, hábitos de consumo, México (pt)
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En el 2020 el mundo entero tuvo que adaptarse abruptamente a una nueva realidad: la emergencia sanitaria generada por la covid-19. Las organizaciones tuvieron que reconfigurar sus estrategias de mercadotecnia a partir de los cambios que la covid-19 trajo consigo en el comportamiento del mercado y del consumidor. La covid -19 obligó al distanciamiento social lo que trajo consigo cambios en los hábitos de consumo en línea. El objetivo de este artículo es presentar un panorama general de la reconfiguración del comercio online durante la pandemia por covid-19 en México. La presente es una investigación documental, exploratoria, de enfoque cualitativo y transeccional. La recolección de datos secundarios se realizó con información recabada de la Encuesta Nacional sobre Disponibilidad y Uso de Tecnologías de la Información en Hogares (endutih), de la Asociación Mexicana de Internet, de la Asociación Mexicana de Ventas Online (amvo) y de la Encuesta Global de Perspectivas del Consumidor 2021 (PwC, 2021), entre otros. Los resultados permiten establecer que tanto consumidores como empresas tuvieron que aprender rápido, adaptarse y responder a los nuevos requerimientos del mercado. La irrupción de la covid-19, los cambios en los hábitos de consumo, la digitalización empresarial y la inclusión digital en México favorecieron el comercio electrónico.
In 2020, the entire world had to abruptly adapt to a new reality: the health emergency caused by covid-19. Organizations had to rearrange their marketing strategies based on the changes brought by this situation to market and consumer behavior. covid-19 forced social distancing, thus leading to shifts in online consumption habits. This paper aims to present an overview of the significant changes in online commerce during the covid-19 pandemic in Mexico through a documentary, exploratory, qualitative and cross-sectional research. Secondary data were collected with information from the National Survey on the Availability and Use of Information Technologies in Homes (endutih, in Spanish), conducted by the Mexican Internet Association, the Mexican Association of Online Sales (amvo, in Spanish), and the Global Consumer Perspectives Survey 2021 (PwC, 2021), among other sources. Results show that consumers and companies had to rapidly learn, adapt, and respond to new market requirements, and that the onset of covid-19, variations in consumption habits, business digitization, and digital inclusion in Mexico favored e-commerce.
em 2020, o mundo inteiro teve que se adaptar abruptamente a uma nova realidade: a emergência sanitária gerada pela covid-19. As organizações tiveram que reconfigurar suas estratégias de marketing a partir das mudanças que a covid-19 trouxe consigo no comportamento do mercado e do consumidor. A covid-19 obrigou o distanciamento social, o que trouxe consigo mudanças nos hábitos de consumo on-line. O objetivo deste artigo é apresentar um panorama geral da reconfiguração do comércio on-line durante a pandemia pela covid-19 no México. Esta pesquisa é documental, exploratória, de abordagem qualitativa e transeccional. A coleta de dados secundário foi realizada com informação obtida da Pesquisa Nacional sobre a Disponibilidade e Uso de Tecnologias da Informação no Domicílio, da Associação Mexicana da Internet, da Associação Mexicana de Vendas On-line e da Pesquisa Global de Perspectivas do Consumidor 2021, entre outros. Os resultados permitem estabelecer que tanto consumidores quanto empresas tiveram que aprender rapidamente, adaptar-se e atender as novas exigências do mercado. A irrupção da covid-19, as mudanças nos hábitos de consumo, a digitalização empresarial e a inclusão digital no México favoreceram o comércio eletrônico.
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