There were 103.4 million orders from 51.5 million consumers
E-commerce sales in Brazil grew by 24% compared to 2013. Revenue reached R$ 35.8 billion, a result of 103.4 million orders, 17% more than in the previous year, according to the 31st WebShoppers, report on e-commerce, released on February 4, 2015, by E-bit, a company specializing in e-commerce information.In all, the country has 61.6 million unique e-consumers, those who have already made at least one purchase online. In 2014, 51.5 million were active and, of these, newcomers, those who had their first experience, totaled 10.2 million. The average ticket was R$ 347.00 – 6% higher than that registered in 2013. By the end of 2015, E-bit forecasts that e-commerce will reach a turnover of R$ 43 billion, 20% higher than last year.
“Each year we notice a greater maturation of the e-commerce sector in Brazil. Both stores are improving the browsing and shopping experience on their websites, and consumers are trusting more and taking advantage of this convenience with the various advantages that online shopping offers, such as discounts, variety of products and home delivery", explains the director E-bit executive, Pedro Guasti.
Best selling categories
“Fashion and Accessories” continues to be the category that sells the most on the Internet, with a share of 17% in the volume of orders. Then there are “Cosmetics and Perfumery/Personal Care/Health” (15%), “Appliances” (12%), “Telephony and Cell Phones” (8%) and “Books/Subscriptions and Magazines” (8%), to complete the list of first five.
Mobile commerce now hits 9.7%
With more and more people having access to smartphones and tablets, mobile commerce currently represents 9.7% of Internet purchases in the country. Most of these transactions originate from smartphones (56%), according to what was registered at the end of the year , having surpassed the use of tablets (which started the year with 60%) for this purpose.
The profile of the mobile consumer brings classes A and B as those that most consume on the platform (62%), compared to classes C and D (27%). This consumer even has the highest average income, if compared to that consumer only from e-commerce, with R$ 6,128.00 against R$ 4,378.00.
Women are the ones who most buy through smartphones or tablets, representing 56% of this public. The average age of this consumer is 40 years old, and the age group that makes the most purchases ranges from 35 to 49 years old (39% of them and 38% of them).
“People are creating this habit of going into an online store and viewing the products on the small screen. Consumers have the convenience of being inside a shopping mall and being able to search for prices in other stores using the price comparator and decide on the best purchase, wherever they are”, emphasizes Guasti.
Increased shopping on international websites
International sites have grown in the preference of Brazilians when it comes to purchasing a product on the web, and the reasons are the lower prices, the non-availability of the product searched for on national sites and the fact that it has not yet been launched by local stores. Currently, 4 out of 10 Brazilians made some purchase in these virtual stores in the last year. Chinese websites alone represent 55% of the last transaction performed, when the survey was answered by consumers, at the end of 2014.
The most consumed products fall into the Fashion and Accessories (33% of participation), Electronics (31%) and IT (24%) categories. The proportion of those who had to pay shipping for these purchases dropped from 4 out of 10 to 3 out of 10, and this is mainly due to Chinese websites, which offer greater exemption from this charge.
With the strength of Chinese sites, the average annual spend dropped to US$ 163.21, as the amount spent on these sites is less than on international sites. At the beginning of the year, in a previous study, the average annual expenditure was US$ 214.40. In total, in 2014, purchases made by Brazilians on international websites reached R$ 6.6 billion, which is equivalent to 18% of the total revenue of Brazilian e-commerce sites.
Despite remaining stable compared to what was evaluated at the beginning of 2014, the NPS (index that measures customer satisfaction and loyalty in online shopping) for international websites was 23% and 13% in relation to Chinese websites. One of the reasons for dissatisfaction for this is the delay in delivery. The number is well below the value evaluated for Brazilian virtual stores, which had an NPS of 63% as the highest point, ending the year with 57%.
The full report is available for free download from the website. www.ebit.com.br/webshoppers.
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