From Physical to Digital: Paving The E-Commerce Transition

Isolda Perez, Head Of Planned Ecommerce, Oxxo

Isolda Perez, Head Of Planned Ecommerce, Oxxo

Throughout my professional career, I have faced several challenges. One of them was the construction and operation of the supply system for the supply chain at OXXO, where the goal is to promptly deliver products and services to more than 21,000 stores, enable the value proposition, and satisfy the needs of our 13 million day-to-day customers. Now I have the fortune to move from the physical to the digital world. Six months ago, I took on the challenge of opening a new e-commerce business vertical for OXXO. This new role allows me to open my vision, build from scratch, innovate, and, most valuable of all, generate value through rapid and continuous learning, trial, and error.

OXXO is one of the most important retailers in Latin America. Its constant expansion and generation of human and economic value make us a stable company with a brand that is well-positioned and preferred by customers.

You may wonder why such an important convenience chain wants to fully enter the digital world, the answer is somewhat simple, but what this transformation implies is not, and this is what I am most passionate about. The value of the e-commerce market in the world is $5,717 billion and will grow 11.3 percent by 2027, while in Mexico the market value is $37.99 billion and will grow 13.6 percent for the same anus.

In addition to this data where we see the potential of this market in the country, we have given ourselves the task of studying and understanding the behavior of the omnichannel buyer. 71 percent of purchases are made through mobiles, in which 51 percent are men, and 49 percent is women. 50 percent of them are between 25 and 44 years old, 81 percent have a medium-high socioeconomic level, 61 percent have children, and 73 percent have pets. They seek to save time for other activities, find exclusive products from the channel, and demand ontime deliveries, experiences, and loyalty programs.

At OXXO Mexico, we believe we have everything to win in the world of e-commerce. We have more than 13 million daily customers, more than 21,000 stores with robust supply chains, relationships and collaboration with our strategic suppliers, a wide variety of products and services, and the ability to develop new categories.

For this reason, at OXXO Mexico e-commerce, we put the omnichannel buyer at the center of our value proposition and create new ways to simplify life so that you can enjoy it more. That's why we are extending the variety of products and services found in our physical stores. We build an ecosystem based on top-level technological tools and we improve our processes every day to provide the best experience on our digital platform.

We build an ecosystem based on top-level technological tools and we improve our processes every day to provide the best experience on our digital platform

Transforming ourselves to create an omnichannel ecosystem is the main challenge we are facing. As aforementioned, we are sure that we have everything to win. However, it is no easy feat due to the great competition: large retailers are creating their digital platforms, and those who were born digital are doing retail; in the end, we all want to get where we are. The important thing is to get there sustainably, take firm steps with processes that allow us to duplicate our digital businesses, and learn and correct in an agile way. To achieve this, everyone in the company must become agile, resilient, adaptable, innovative, and businessoriented to avoid losing their ground. Consumers are becoming more demanding and we must know how to reach them, give them the best experience by delivering their orders on time, and reward their loyalty. We are also clear about our vision and differentiators, so what follows is an exciting next few years to build this new world of products and services that go beyond what our customers expect.