Analýza aktuálního stavu mexické e-commerce

Abstract

The present thesis analyzes the quality of user experience on selected Mexican e-commerce platforms through the mystery shopping method. The objective of this study was to map the specifics of the Mexican online market from the customer experience perspective and enrich the Czech environment with empirical data. A comprehensive evaluation of five distinct platforms, each representing a specific market segment, was conducted. The customer experience was systematically evaluated in three phases of the purchasing process, and the results were compared across platforms. The analysis revealed key competitive advantages and problem areas of individual players. It also led to the compilation of practical recommendations for companies considering expansion to the Mexican market as well as for tested platforms in areas with the most significant shortcomings. The study provides practical insights into the real level of services provided by Mexican online retailers and expands knowledge of Mexican e-commerce in the Czech environment. The validity of conclusions is constrained to the analyzed segments and the environment of large cities outside the main season. It is important to note that varying periods, promotional campaigns, and geographical locations can result in different outcomes.