E-commerce, artificial intelligence and the pandemic: a new consumer paradigm

Abstract

Introduction: Over the last few years, Argentine consumer behaviour has undergone a significant change driven by technological advances and the COVID-19 pandemic. The growth in smartphone use and high level of connectivity have positioned Argentina as one of the most digitised countries, which has directly affected consumer habits. 
Development: A large part of the population began to research and purchase online, increasing the volume and frequency of digital transactions. In 2020, more than one million Argentines made their first online purchase, and e-commerce sales grew by 124%. The most favoured sectors were technology, food and household goods. In addition, it was noted that 91% of Argentine consumers were influenced by pre-purchase searches. In this new ecosystem, concepts such as the ‘Zero Moment of Truth’ (ZMOT) became relevant, as users began their purchasing process with digital research. At the same time, Artificial Intelligence began to play a key role in personalising experiences, improving customer service, streamlining processes and strengthening digital marketing strategies. 
Conclusion: Argentine digital consumers established themselves as active, informed and demanding players. Against this backdrop, companies that adopted technologies such as AI, automation and UX were better positioned in the market. This change forced brands to rethink their business models and focus on the user experience as a strategic axis.