The pandemic and digitalization transformed the way in which brands relate to users, a situation that is not indifferent for the cleaning sector. It is then that e-commerce was positioned as the greatest ally of consumers during the restrictions due to the health crisis.

According to the Colombian Chamber of Electronic Commerce (CCE) during the first quarter of 2021, a 44.3% increase in online sales was reported, taking into account the same period of the previous year (more than 8.5 billion pesos).

Regarding digital transformation, Grupo Familia argued: "For this reason, we accelerated the digital transformation processes that we had been carrying out since before the pandemic, strengthening our online sales channels. This has allowed us to have a presence in all the cities of the country and impact more than 29,000 Colombians."

To which Diego Loaiza, Commercial Vice President of Grupo Familia, added: "These actions respond to our commitment to the market, since we supply hygiene and hygiene products that are essential for Colombians, especially at this juncture. Beyond commercializing solutions, we want our brands to contribute in a real way to improve their quality of life in harmony with the environment and be available where they need us."

This e-commerce initiative has generated a great impact, since, in just 39 months, they achieved that almost 4% of total sales are through these emerging channels. Familia emphasized: "We project that by 2025 10% of transactions will be digital. Thus, we intend to expand these platforms to Latin America, reaching countries such as Peru, Ecuador, Argentina, Republic, Bolivia, among others."

To which the business group added: "Framed in this strategy, we have carried out initiatives such as the strengthening and expansion of other direct formats, for example, our Intima Wear Pop up store; and addresses via WhatsApp to respond to the purchase preferences of each consumer, since not all are so digital to access an e-commerce".

Additionally, the company transformed the way they package the products that are purchased through these channels. Those users who buy through any of the virtual stores will receive the products in packaging with sustainable designs, which will have printed board games inside that consumers can cut, thus contributing indirectly to the sustainability of the environment, and giving a second use to the packaging material.