we can manage the logistics of any Colombian brand or enterprise

Online shopping is now the new normality for many users and platforms that like Dafiti, dedicated to the sales of the fashion segment, have benefited. This year, according to LR, Camilo Rueda, Business Leader for Argentina, Colombia and Chile, the company will also strengthen its logistics component.

How was 2020?

When the pandemic started, our strategy focused on three things: health of our employees; giving our customers the peace of mind to continue shopping; and continuing to work with brands, many of them overnight found their shops closed and used Dafiti to continue selling.

What growth did they have?

Last year, in Colombia, Argentina, Chile and Brazil, we grew 30% versus 2019. And this second quarter we've grown 22% compared to 2020. We saw categories grow to triple digits like sports, children and beauty, consumption changed.

Do you think it will follow the trend of digital shopping?

It's happened that a lot of people who didn't buy online before have made their first orders. At group level we have 8.1 million customers who have purchased in the last year, it is an increase of 20% versus 2020. When the covid theme improves even further, other categories will take on more strength and people will buy more.

How do you handle shipments?

We have a winery, a distribution center in Bogotá, which is the largest e-commerce in Colombia and that we premiered last year. We have a logistics system that we own making the last mile, and we also have minibodegas in cities like Medellín and Cali. We are also complemented by companies such as Servientrega or Coordinadora to reach other municipalities in Colombia.

Will they open more wineries?

Let's go on with that, the idea is to strengthen that network and get to other cities that can have those mini-bodegas in the future like Barranquilla and Bucaramanga, we keep investing in logistics, it's going to be the core.

What goal is there in logistics?

Let's start offering that service to the brands. We are collecting the product in their cellars and we are also launching a project in which any brand in Colombia, enterprise or brand of its own, can give us all its product and we can manage all its logistics. We're launching it to give that service to brands, beyond selling, we want to be the strategic partner that provides that service.

How many brands do they have linked to Dafiti?

We have over 1,000 brands and more than 110,000 unique references, clothes, costumes, accessories. There are three groups: international, Colombian and independent brands.

What is the expectation with the day without VAT?

We expect a lot from the end of the year. Last quarter is very strong, last year, on a day without VAT, we sold 20 or 25 times more than one sold on a normal day, we hope it will be a better season. That along with Cyberlunes is an opportunity for Colombians to buy.

What other goals do they have?

Continue to strengthen the issue of sustainability, the use of electric cars for the last mile we are piloting it in Bogotá and the idea is to reach Medellín and Cali; make the transition to sustainable bags, reduce the carbon footprint; ethical purchase, that is, work only with brands and sell sustainable products and work with foundations with initiatives such as tree planting.