During the isolation, digital platforms and social networks have been triggered by the need to make purchases in different magnitudes, users were looking for channels that avoid crowds and direct responses in electronic commerce, many of them have updated their system so that purchases are organized and visually attractive by consumers, as is the case with Instagram in its latest update. 

Within this context, the most used communication channel, WhatsApp, which registers 86% of use  and 69% of essential importance during the quarantine in Peruvian society, according to Ipsos, enters a strong positioning scale .

It is the social tool with 15.8 million users and 4.5 million people in the country making a purchase, since with its evolution it is easy to access 30 categories between products and services. However, a percentage of this population does not consider it a direct e-commerce medium, this data was based on the sample of 300 users with mobiles aged 18 to 70 years from the NSE A, B, and C study from September 17 to 04 October. 

The director of Ipsos Javier Álvarez, mentioned that this tool already had the option of sales but that only 4% made use of it. It also mentions that people who do not consider WhatsApp as a sales channel this is because it does not include a payment method and it is done through prior coordination with the seller. The most used means of payment are 62% cash, 37% banking app, 35% debit card, 34% transfer, 10% platforms, 9% and 8% with credit card and deposits with agents.  

Thus, 30% of users make purchases and / or orders through WhatsApp, with this there is a growth of 22 points in recent months and even the overcoming of social networks is estimated, since these purchases are essential. , frequent use that guarantees to avoid contagion and speed of purchase. In addition, the expert pointed out that the use of the app as a means of sale has surpassed ecommerce, since it has a personalized experience. 

Within purchases, what stands out are the categories of food, beverages, restaurant food, clothing and personal hygiene products. It could be said that the first needs are covered by this channel, the clothing category is new and services such as plumbing or electricity are in first positions, along with toys for Christmas season income. 

At the same time, the potential categories for Peruvians in purchases are 43% in medicines, 41% in fruits and groceries, 32% in meats and sausages and 26% in household appliances. 

The expert pointed out that the aforementioned indicators are a great opportunity for people with purchase intention who want to avoid contagion but without intentions in accessing ecommerce, that is, these people look for other people to be served and form a link. The population that uses this app the most to make purchases is the millennial generation in charge of household purchases or bank actions. 

Also, the Ipsos study indicates that the purchases replaced by this channel are face-to-face, social networks, web, apps and sales by calls. 

Finally, the expert mentioned that 81% of people indicated that they will continue to use WhatsApp to make purchases and with this would come the entry of new users, which would increase purchases by this means by a percentage of 2 points in the coming months.