76% of Peruvians trust social network recommendations when buying online

According to The State of SEO in Latin America , Peruvians trust information on social networks the most in Latin America , with 76% of Peruvians trusting social network recommendations when buying online .

The study, which includes findings from a February 2021 survey of more than 3,300 residents in Peru, Mexico, Colombia, Chile, Brazil and Argentina, reveals how Latin Americans research before buying online and what type of content they trust.

The report shows that 45% of Latin Americans do not click beyond the first page of results when searching for products and services to buy online , whether they are buying a TV , tickets , pizza or downloading a free dating app.

Across the board, 18% said they only look at the first three results provided by a search engine, and 64% said they never look beyond the first three pages of search engine results, no matter what they buy.

Regarding Latin American trust in web content, 89% of Peruvians say that content on commercial websites is the most reliable source when shopping online.

Technical publications are considered the second most reliable source of information about products and services , trusted by 82% of Peruvians. News websites are trusted as a source of information for online shopping in the region at 65% , with Peru having the highest trust at 77%.

76% of Peruvians believe that information on social media is reliable, compared to 51% in Brazil . Blogs inspire the lowest trust in the region , with only 35% of Chileans trusting their content when shopping online, compared to 57% in Mexico and 56% in Peru, bringing the regional average to 48%.

Overall, Peruvians have the highest confidence (76%) in content they find when shopping online , including on news sites, social networks, blogs, technical publications, review pages and company pages.  

The information provided by the study is particularly relevant in Peru, a region that has seen strong e-commerce growth as of April 2020 , with e-commerce revenues up 900% from the previous month .

By 2021, online sales in Peru will reach $3.588 billion, and 14.8 million Peruvians are expected to shop online, an increase of 11.9% from 2020. Peru's online commerce will grow at an annual rate of 7.5% in the next few years, and Statista predicts that by 2025, Peru's online retail market will be worth $4.796 million.

Currently, furniture and home appliance sales account for the largest share of Peruvian e-commerce, with the industry's revenue expected to be around US$885 million this year .

Online Shopping

E-commerce

Latin America

Peru