📊 Impact of Catalog Saleswomen
In Mexico, catalog saleswomen are changing the game for e-commerce, particularly for brands like Shein and Temu. Since 2022, the popularity of these platforms has surged, with an estimated 3.1 million people involved in direct sales. Notably, 6 out of 10 catalog sellers now offer products from Shein and Temu, according to Bitácora Social. Mariana Garfias Torres, a nutritionist, stated that “Shein and Temu have more innovative and cheaper products than Betterware,” emphasizing how closely these women are responding to their customer's preferences.
💼 Selling Dynamics Shift
Catalog sellers usually promote products through platforms like WhatsApp and Facebook. However, they have adapted by including Shein and Temu items in their offerings. This change allows them to connect directly with customers, who often screenshot items they like and send them to sellers. As Fernando Jiménez Velázquez noted, this shift is a challenge for traditional catalog companies, which are working to maintain customer relationships while facing competition from cheaper online options.
🚀 Rise of the Online Sellers
Women like Lizbeth Sánchez have capitalized on this trend, using social media to expand their reach. Sánchez began selling Shein items to colleagues and grew her business through Facebook. Researcher María del Pilar Montero suggests that these women provide a practical solution for customers who prefer not to shop online. Often, they help build trust, especially for those hesitant to buy from unfamiliar online sites.
📉 Traditional Companies Struggle
Traditional catalog companies are feeling the pressure. Daniel Bojmal, who led Catálogo Incógnita, witnessed a 30% drop in sales in 2023 due to competitors like Shein and Temu. Similarly, Aditivo reduced its catalog business by over 90%, demonstrating powerful shifts within the industry. While catalog sellers note that they still maintain sales with older customers, the younger demographic overwhelmingly prefers Shein's extensive inventory.
Are online platforms truly hurting catalog sales?
