Q24N — Despite the growth of online commerce, physical stores continue to be the preferred option for purchasing clothing in Latin America, according to the report “Personalization of the Purchasing Process: How Do South American Consumers Buy Clothes?” by Boston Consulting Group (BCG).
The research reveals that seven out of ten women in the region choose to shop in physical stores because of the ability to see, touch, and try on products before purchasing, as well as the immediate availability of items.
However, the digital channel continues to gain relevance in the shopping experience and is part of the final decision. Today, more than 70% of South American consumers conduct prior research online, comparing prices, reviewing reviews, and exploring options before making a decision.
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This trend demonstrates the growing importance of omnichannel, where the combination of physical and digital experiences is key to meeting consumer expectations.
“Purchasing behavior in Latin America is evolving. While physical stores remain the primary point of contact, people expect more integrated experiences between the digital and in-person worlds. This represents a great opportunity for retailers seeking to strengthen their omnichannel presence,” highlights Andrés Giraldo, Managing Director & Partner at BCG and author of the report.
The Boston Consulting Group report demonstrates how Latin American consumers combine the best of both worlds, physical and digital, to maximize their shopping experience.
Regarding physical purchases, 35% of respondents seek a guided experience and rely on sales staff for advice, while 19% prefer to explore independently, motivated by attractive promotions and displays.
Discounts and Promotions: A Decisive Factor in Purchasing
In a challenging economic context, 43% of consumers in the region plan their purchases based on promotions and discounts, highlighting the importance of competitive pricing strategies. In fact, 37% of shoppers believe that a minimum discount of 30% is required to perceive an offer as truly attractive.
Furthermore, 68% of people in the region believe their shopping experience could be improved, especially in terms of the availability of product information and promotions. Among the aspects they highlight as areas for potential improvement are greater transparency in offers, better visibility into available stock, and optimization of delivery times in e-commerce.
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Furthermore, generative artificial intelligence (GenAI) is beginning to play a key role in purchase planning. 38% of consumers already use GenAI or plan to do so to find better deals and compare products, with younger consumers (Millennials and Gen Z) being the most likely to integrate this technology into their purchasing process.
“While globally generative AI is transforming the way consumers research and choose products, in Latin America the challenge remains to strengthen trust in online commerce, improve delivery logistics, and ensure more intuitive and personalized digital shopping experiences, especially since 67% of consumers in the region research online before purchasing,” adds Giraldo.
Despite its growth, online commerce still needs to overcome barriers such as the perception of high logistics costs and the lack of clear information about stock and promotions.
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