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NETRICA_CO

INFORME SOBRE NAVEGACIÓN Y TASAS DE CONVERSIÓN EN

ECOMMERCE POR SECTORES 2017Q4

WWW.NETRICA.COM

P

P

P

P

TRAFFIC SALES PRODUCTSP Visits P Orders P Categories

P Unique Users P Conversion Rate P Subcategories

P Frequency P Market Share P Brands

P Reach P Average Ticket

P Duration P Conversion Funnels

P Profiling

P Market Share

NETRICA se distingue de otras herramientas competitivas en los siguientes aspectos:

¿QUÉ MEDIMOS?

Datos de un panel representativo de la población online

Medición de tráfico exclusivamente humano

Panel multidispositivo, permite identificación de duplicidades web/app y desktop/mobile

Identificación de productos y precios vendidos por sitio web

Herramienta de Competitive Digital Analytics que monitorea el comportamiento digital en el sector

eCommerce, entregando a sus clientes información relativa a tráfico, ventas y productos vistos, agregados a

carrito y comprados.

DEFINICIONES:

DESKTOP

Incluye todas los ordenadores como ordenadores de escritorio, ordenadores portátiles, notebooks, etc.

MOBILE

Dispositivos móviles (smartphones, tablets, phablets).

KPIS:

VISITS (#)

REACH (%)

CONVERSION RATE (%)

Pedidos por visitas.

METODOLOGÍA - ORIGEN DE LOS DATOS:

• Netrica.com, es un producto de Netquest que monitoriza el mercado de ecommerce.

• Los datos de Netrica se basan en la navegación observada de 7.450 panelistas meterizados en sus múltiples dispositivos (desktop, smartphone, tablet).

• Muestra representativa de la población internauta a nivel de sexo, edad, región, clase social y uso de dispositivo.

% de usuarios únicos del total de usuarios de internet en el país de referencia que ha accedido a uno o varios sites de la categoría y subcategoría en el tiempo indicado.

Diferentes accesos cuentan como una visita si se realizan con menos de 30 minutos de separación. Cuando un acceso se realiza 30 minutos después del

último acceso, cuenta como una nueva visita.

También llamadas sesiones. Número de veces que un usuario llega a un sitio web o app. Se cuentan todas las visitas realizadas por un mismo usuario, con

independencia del número de veces que ya hayan visitado el sitio web o app.

Periodo: 2017Q4 - Promedios mensuales

Shopping

Baby and Kids 1.1 2.6 0.6 2.1 11.6

Culture 2.4 6.0 1.6 1.4 21.4

Fashion 17.4 18.0 8.8 2.6 232.3

Home & Decoration 4.1 9.8 2.3 0.4 9.6

Multicategory 115.8 52.1 44.2 1.9 824.4

Supermarket 4.4 7.3 1.8 4.2 73.6

Travel

Accommodations & Hotels 5.9 9.2 2.4 4.0 94.0

Airlines 10.0 12.5 5.4 3.1 163.7

Online Travel Agency 10.9 14.1 4.6 2.1 98.0

Online Paid Service

Coupons 8.7 10.9 4.7 2.3 106.6

Food Delivery 9.4 10.3 1.2 12.9 156.0

Tickets 9.1 15.6 2.8 2.2 63.3

Orders

(000)

Conversion Rate

(%)

Reach

(%)

Visits

(M)

Visits

(M)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

0.9 1.3 0.9 0.8 0.8 1.1

2.3 3.6 2.0 2.0 1.8 2.6

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

0.5 0.7 0.6 0.5 0.5 0.6

1.2 0.6 2.1 1.7 1.9 2.1

4.9 4.8 11.8 9.2 8.6 11.6Orders (000)

Conversion Rate (%)

Visits (M)

Avg. Monthly - DESKTOP

Reach (%)

Visits (M)

Avg. Monthly - DESKTOP & MOBILE

Baby and Kids

0.9

1.3

0.9 0.8 0.8

1.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

2.3

3.6

2.0 2.0 1.8

2.6

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

1.2

0.6

2.1

1.71.9

2.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

5 5

12

9 9

12

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

2.5 2.4 2.5 2.4 2.3 2.4

6.8 6.0 6.8 6.5 6.2 6.0

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

1.5 1.8 1.8 1.7 1.5 1.6

1.2 1.5 0.6 0.7 0.9 1.4

17.6 26.2 10.6 12.2 14.1 21.4


Visits (M)

Conversion Rate (%)

Orders (000)

Culture


Visits (M)

Reach (%)

2.5 2.4 2.5 2.4 2.3 2.4

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

6.86.0

6.8 6.5 6.2 6.0

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

1.21.5

0.60.7

0.9

1.4

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

18

26

1112

14

21

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

11.0 15.3 14.3 14.3 12.5 17.4

14.4 17.6 14.6 15.0 14.1 18.0

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

6.2 8.3 7.3 7.2 6.5 8.8

1.6 1.6 2.2 2.0 2.0 2.6

96.2 132.6 156.7 146.5 128.1 232.3


Visits (M)

Conversion Rate (%)

Orders (000)


Visits (M)

Reach (%)

Fashion

11.0

15.314.3 14.3

12.5

17.4

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

14.4

17.6

14.6 15.0 14.1

18.0

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

1.6 1.6

2.22.0 2.0

2.6

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

96

133157 146

128

232

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

4.1 4.5 4.6 4.6 4.1 4.1

8.5 9.1 8.7 9.0 9.0 9.8

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

2.3 2.4 2.3 2.6 2.4 2.3

0.2 0.2 0.5 0.4 0.8 0.4

4.4 5.6 12.0 9.8 20.2 9.6

Reach (%)


Visits (M)

Conversion Rate (%)

Orders (000)

Home & Decoration


Visits (M)

4.14.5 4.6 4.6

4.1 4.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

8.59.1 8.7 9.0 9.0

9.8

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

0.2 0.2

0.5

0.4

0.8

0.4

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

4 6

1210

20

10

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

96.4 107.6 94.0 98.9 100.5 115.8

48.4 52.4 47.8 49.3 50.8 52.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

46.9 49.5 46.2 45.0 42.8 44.2

1.9 1.9 2.3 2.2 1.7 1.9

887.8 959.5 1,063.2 976.4 732.8 824.4


Visits (M)

Conversion Rate (%)

Orders (000)

Reach (%)


Visits (M)

Multicategory

96.4107.6

94.0 98.9 100.5115.8

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

48.452.4

47.8 49.3 50.8 52.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

1.9 1.9

2.32.2

1.71.9

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

888959

1,063976

733824

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

3.6 4.1 3.8 3.0 3.6 4.4

7.1 6.7 6.6 6.4 6.8 7.3

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

1.6 1.7 1.6 1.4 1.5 1.8

2.2 2.3 4.5 4.0 4.3 4.2

35.5 40.1 73.2 57.5 63.2 73.6

Supermarket


Visits (M)

Reach (%)


Visits (M)

Conversion Rate (%)

Orders (000)

3.64.1

3.8

3.03.6

4.4

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

7.16.7 6.6 6.4 6.8

7.3

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

2.2 2.3

4.54.0

4.3 4.2

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

3640

73

5863

74

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

3.7 4.5 5.1 5.2 5.0 5.9

7.1 7.8 8.2 8.9 9.1 9.2

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

2.4 2.5 3.0 3.1 2.3 2.4

4.2 2.9 3.2 3.3 4.1 4.0

98.6 72.3 98.4 103.0 94.5 94.0

Accommodations & Hotels


Visits (M)

Reach (%)


Visits (M)

Conversion Rate (%)

Orders (000)

3.74.5

5.1 5.2 5.05.9

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

7.17.8 8.2

8.9 9.1 9.2

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

4.2

2.93.2 3.3

4.1 4.0

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

99

72

98 10394 94

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

9.0 11.0 11.0 10.9 10.5 10.0

12.4 15.1 13.3 13.9 12.4 12.5

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

5.8 6.5 6.5 6.3 5.4 5.4

3.0 3.5 3.2 2.9 2.8 3.1

175.3 228.6 206.1 181.7 152.5 163.7

Visits (M)

Conversion Rate (%)

Orders (000)

Airlines


Visits (M)

Reach (%)


9.0

11.0 11.0 10.9 10.5 10.0

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

12.4

15.113.3 13.9

12.4 12.5

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

3.0

3.53.2

2.9 2.83.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

175

229206

182152 164

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

8.5 9.6 9.8 10.6 10.2 10.9

12.9 13.9 13.9 14.9 13.8 14.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

4.9 5.0 5.1 5.4 4.7 4.6

2.4 2.1 2.1 2.6 3.0 2.1

115.9 102.8 105.4 144.6 139.8 98.0

Online Travel Agency


Visits (M)

Conversion Rate (%)

Orders (000)


Visits (M)

Reach (%)

8.59.6 9.8

10.6 10.210.9

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

12.9 13.9 13.9 14.913.8 14.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

2.42.1 2.1

2.63.0

2.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

116103 105

145 140

98

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

12.4 12.7 12.1 11.5 10.1 8.7

14.9 14.2 13.2 13.0 12.3 10.9

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

6.2 6.3 5.5 5.3 4.6 4.7

2.4 1.9 2.7 2.6 1.9 2.3

146.8 117.2 144.4 138.8 86.1 106.6

Coupons


Visits (M)

Reach (%)


Visits (M)

Conversion Rate (%)

Orders (000)

12.4 12.7 12.1 11.510.1

8.7

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

14.9 14.213.2 13.0 12.3

10.9

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

2.4

1.9

2.7 2.6

1.9

2.3

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

147

117

144 139

86107

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

3.6 5.5 6.1 6.9 8.0 9.4

6.7 7.7 7.2 8.0 9.4 10.3

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

0.8 0.8 0.7 1.0 1.1 1.2

11.5 13.8 9.8 9.8 13.1 12.9

93.5 117.6 71.8 101.6 139.1 156.0


Visits (M)

Conversion Rate (%)

Orders (000)

Food Delivery


Visits (M)

Reach (%)

3.6

5.56.1

6.98.0

9.4

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

6.77.7 7.2

8.09.4

10.3

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

11.5

13.8

9.8 9.8

13.1 12.9

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

94118

72

102

139156

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

7.7 6.7 7.2 9.0 8.2 9.1

14.2 13.1 12.3 15.2 14.2 15.6

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

3.6 3.0 3.0 3.3 3.1 2.8

1.2 1.7 1.5 2.0 1.9 2.2

46.0 50.1 46.8 66.1 57.6 63.3

Tickets


Visits (M)

Reach (%)


Visits (M)

Conversion Rate (%)

Orders (000)

7.76.7 7.2

9.08.2

9.1

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Visits (M)

14.213.1 12.3

15.2 14.215.6

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Reach (%)

1.2

1.7 1.5

2.01.9

2.2

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Conversion Rate (%)

4650 47

6658

63

2016Q3 2016Q4 2017Q1 2017Q2 2017Q3 2017Q4

Orders (000)

CODIFICACIÓN:

Codificación a dos niveles:

Por brand/marca

Por channel/dominio

Número de brand/marca actuales codificadas en México: 766

Número de channel/dominio actuales codificados en México: 928

CLASIFICACIÓN:

Clasificación de cada channel/dominio por sector y subsector de actividad.

Sectores del informe:

Shopping

Travel

Online Paid Services

DIRECTORIO - BRAND/MARCA:

Brand/Marca Sector Subsector Brand/Marca Sector Subsector

Cuponatic Online Paid Services Coupons Babymarket.Co Shopping Baby and Kids

Geelbe Online Paid Services Coupons Babyprecios Shopping Baby and Kids

Groupon Online Paid Services Coupons EPK Shopping Baby and Kids

Megacuponcolombia Online Paid Services Coupons Happy Eureka Shopping Baby and Kids

Que Buena Compra S.A.S Online Paid Services Coupons Mic Shopping Baby and Kids

Archies Online Paid Services Food Delivery Miscelandia Shopping Baby and Kids

Domicilios Online Paid Services Food Delivery Para Bebes Shopping Baby and Kids

iFood Online Paid Services Food Delivery Pepe Ganga Shopping Baby and Kids

Jenos Pizza Online Paid Services Food Delivery Barnes And Noble Shopping Culture

PedidosYa Online Paid Services Food Delivery Buscalibre Shopping Culture

Rappi Online Paid Services Food Delivery Casa del Libro Shopping Culture

UberEats Online Paid Services Food Delivery Elsevier Shopping Culture

Cine Colombia Online Paid Services Tickets Gandhi Shopping Culture

Civitatis Online Paid Services Tickets Iberlibro Shopping Culture

Eventbrite Online Paid Services Tickets LEGIS Shopping Culture

Fandango Online Paid Services Tickets Libreria Lerner Shopping Culture

GetYourGuide Online Paid Services Tickets Libreria Nacional Shopping Culture

Mundo Aventura Online Paid Services Tickets Panamericana Shopping Culture

Primera Fila Online Paid Services Tickets Tematika Shopping Culture

Ticket Express Online Paid Services Tickets The Book Depository Shopping Culture

Ticketea Online Paid Services Tickets Americanino Shopping Fashion

Ticketmaster Online Paid Services Tickets Arturo Calle Shopping Fashion

Tuboleta Online Paid Services Tickets Asos Shopping Fashion

TuEntrada Online Paid Services Tickets Bershka Shopping Fashion

Viator Online Paid Services Tickets Chevignon Colombia Shopping Fashion

Welcu Online Paid Services Tickets Dafiti Shopping Fashion

Baby Ganga Shopping Baby and Kids Dekosas Shopping Fashion

PRINCIPALES MARCAS INCLUIDAS EN CADA SECTOR Y SUBSECTOR



Esprit Shopping Fashion HomeCenter Shopping Home & Decoration

Estuyo Shopping Fashion Tugo Shopping Home & Decoration

Forever 21 Shopping Fashion Aeropost Shopping Multicategory

Freeport Store Shopping Fashion Aliexpress Shopping Multicategory

Gef Shopping Fashion Amazon Shopping Multicategory

H&M Shopping Fashion Asus Shopping Multicategory

Koaj Shopping Fashion Banggood Shopping Multicategory

Leonisa Shopping Fashion Best Buy Shopping Multicategory

Lili Pink Shopping Fashion Comprame Shopping Multicategory

Naf Naf Shopping Fashion Ebay Shopping Multicategory

OffCorss Shopping Fashion Exito Shopping Multicategory

Patprimo Shopping Fashion Falabella Shopping Multicategory

Punto Blanco Shopping Fashion Falabella Colombia Shopping Multicategory

Sarenza Shopping Fashion Gearbest Shopping Multicategory

Seven Seven Shopping Fashion Geek Smarter Shopping Shopping Multicategory

Shein Shopping Fashion Jumbo Shopping Multicategory

Spring Step Shopping Fashion Light In The Box Shopping Multicategory

Stradivarius Shopping Fashion Linio Shopping Multicategory

Studio F Shopping Fashion Mercado Libre Shopping Multicategory

Tennis S.A. Shopping Fashion TiendaMIA Shopping Multicategory

Totto Shopping Fashion Walmart Shopping Multicategory

Velez Shopping Fashion Wish Shopping Multicategory

Victorias Secret Shopping Fashion Airbnb Travel Accommodations & Hotels

Zalando Shopping Fashion Barcelo Hotels Travel Accommodations & Hotels

Zara Shopping Fashion Booking Travel Accommodations & Hotels

Alkosto Shopping Home & Decoration City Express Travel Accommodations & Hotels

Easy Shopping Home & Decoration Decameron All Inclusive Hotels & ResortsTravel Accommodations & Hotels




HomeAway Travel Accommodations & Hotels AccorHotels Travel Online Travel Agency

Hostelworld Travel Accommodations & Hotels Almundo Travel Online Travel Agency

Hoteles Travel Accommodations & Hotels Aviatur Travel Online Travel Agency

Hoteles Estelar Travel Accommodations & Hotels Best Day Travel Travel Online Travel Agency

Hotels Travel Accommodations & Hotels Coomeva Turismo Travel Online Travel Agency

Ibis Travel Accommodations & Hotels Ctrip Travel Online Travel Agency

NH Hotel Group Travel Accommodations & Hotels Despegar Travel Online Travel Agency

RIU Hotels And Resorts Travel Accommodations & Hotels Destinia Travel Online Travel Agency

Aerolineas Travel Airlines Edreams Travel Online Travel Agency

Aeromexico Travel Airlines Expedia Travel Online Travel Agency

Air France Travel Airlines Logitravel Travel Online Travel Agency

Aireuropa Travel Airlines Planesturisticos Travel Online Travel Agency

American Airlines Travel Airlines Price Travel Travel Online Travel Agency

Avianca Travel Airlines Priceline Travel Online Travel Agency

Copa Airlines Travel Airlines Rumbo Travel Online Travel Agency

Delta Air Lines Travel Airlines Tiquete Ofertas Travel Online Travel Agency

Iberia Travel Airlines Tiquetes Baratos Travel Online Travel Agency

Interjet Travel Airlines Travelgenio Travel Online Travel Agency

KLM Royal Dutch Airlines Travel Airlines Travelocity Travel Online Travel Agency

Latam Travel Airlines Viajes Exito Travel Online Travel Agency

Lufthansa Travel Airlines Viajes Falabella Travel Online Travel Agency

Ryanair Travel Airlines

Viva Air Travel Airlines

Viva Colombia Travel Airlines

Vueling Travel Airlines

Wingo Travel Airlines

AccorHotels Travel Online Travel Agency


informe sobre navegaciÓn y tasas de conversiÓn … · • muestra representativa de la población...

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