According to the 33rd edition of the WebShoppers report, the sector should move R$ 44.6 billion by the end of the year
E-bit/Buscapé (www.ebit.com.br), a unit specializing in e-commerce information at Buscapé Company, launched the 33rd edition of the WebShoppers report. The survey provides a complete overview of e-commerce in 2015 and points out expectations for 2016, in addition, it also presents the results of specific studies on purchases on foreign websites (cross-border), omnichannel and the price analysis of the FIPE/Buscapé Index. .
According to the report, despite the unfavorable economic scenario, last year the sector registered a nominal growth of 15% in revenue, moving R$ 41.3 billion. The forecast is that, by the end of the year, national e-commerce will earn R$ 44.6 billion, which represents a nominal increase of 8% in relation to the previous period.
In the context of the economic crisis, with rising inflation, unemployment and uncertainties throughout 2015, e-commerce proved to be an excellent alternative in the search for good deals for consumers, with revenues above those registered in traditional retail", says the founder of E-bit, president of the Electronic Commerce Council of FecomercioSP and vice president of Institutional Relations at Buscapé Company, Pedro Guasti.
The year 2015 had positive results for the sector. Among the strengths, the significant growth in sales made by mobile devices, which now represent 12% of revenue, on average for the year, and 14.3%, in December. The number of consumers who made at least one purchase via the Internet reached 39.1 million, 3% higher volume compared to 2014. The number of orders grew 3%, reaching 106.2 million. The average purchase ticket was R$ 388, 12% higher compared to the previous year. For 2016, the average purchase ticket is estimated to be around R$ 419, which represents an increase of 8%, compared to last year.
"The growth in the number of active consumers was lower compared to other years. This is related to the reduction in the participation of the C class in online purchases in this period. On the other hand, the higher-income public bought more via the Internet. of the explanations for the growth of the average ticket. Another factors that justify this situation are the increase of 8,94% in the prices practiced, according to the FIPE/Buscapé Index, and the preference of the consumers for recently launched products with high added value", explains André Ricardo Dias, executive director of E-bit/Buscapé.
A highlight last year was the increase in the NPS (Net Promoter Score), which measures customer satisfaction and loyalty in e-commerce. In the second half, the index showed its best result since 2013, with 65% of satisfaction. This was due to the decrease in delays in deliveries and the improvement in the services provided by the stores. Even the decrease in the offer of free shipping by ecommerces, during the period, did not interfere in this result. In 2015, only 39% of purchases (December/2015) had no delivery charge.
Increased shopping on international websites
In December 2015, E-bit/Buscapé conducted a new survey with e-consumers to study their buying habits on international websites (cross-border). Even with all the uncertainty of the economy and the impact of the devaluation of the real, there was a significant growth of Brazilian users on foreign websites, in relation to the two previous years. If in 2014, the amount of buyers on these sites reached 38%, in 2015, this number advanced to 54%.
There were 14.9 million unique consumers who made purchases on websites outside Brazil (such as Aliexpress, Amazon and eBay, among others), having spent a total of US$ 2.02 billion, 18% more than in 2014. The most searched categories were "Electronics", "Fashion and Accessories" and "Computers", respectively.
Integration of on and off channels
The convergence of all channels used by the company, with the objective of integrating sales between physical and virtual stores, is what is called omnichannel, a convenience to the consumer in the service process. In a survey carried out between December/2015 and January/2016, E-bit/Buscapé sought to understand the perceptions of those who are present in different media, such as the preference to acquire certain product categories, in the channel where the buyer understands that there is greater convenience .
The study reveals that, in the online environment, the most popular categories are "Travel and Tourism", "Electronics" and "Magazine Subscriptions". This is largely due to the high added value of the products, which makes consumers use the Internet as a research tool and search for the best price. The preference for physical retail occurs in the "Petshop", "Food and Beverage" and "Jewelry" categories, due to the fact that many products require the need for visualization or because of the difficulty in logistics for perishable food products, for example.
However, there are categories in which there is not much distinction between digital and traditional channel. This is the case of "Tickets", "Toys and Games" and "Sports and Leisure", which already have a good online participation, but which, according to the survey participants, still lack investments focused on improvements, such as reducing delivery times and easier exchange and return of products.
Increase in the FIPE/Buscapé Index
In 2015, the rise in retail prices also affected Brazilian e-commerce. The FIPE/Buscapé Index recorded values 8.94% more expensive than the previous year. The rise in inflation helped to reduce the purchasing power of workers, especially those with lower incomes. Class C ended the year with 39% of participation in purchases (December/2015), different from the previous 54% (November/2013).
The WebShoppers report has the premium support of the Federation of Commerce of Goods, Services and Tourism of the State of São Paulo (FecomercioSP), in addition to the IAB, Brazilian Chamber of Electronic Commerce (camara-e.net) and E-Commerce Brasil, in dissemination of data to the market.
The full report is available for free download at www.ebit.com.br/webshoppers.
According to the report, despite the unfavorable economic scenario, last year the sector registered a nominal growth of 15% in revenue, moving R$ 41.3 billion. The forecast is that, by the end of the year, national e-commerce will earn R$ 44.6 billion, which represents a nominal increase of 8% in relation to the previous period.
In the context of the economic crisis, with rising inflation, unemployment and uncertainties throughout 2015, e-commerce proved to be an excellent alternative in the search for good deals for consumers, with revenues above those registered in traditional retail", says the founder of E-bit, president of the Electronic Commerce Council of FecomercioSP and vice president of Institutional Relations at Buscapé Company, Pedro Guasti.
The year 2015 had positive results for the sector. Among the strengths, the significant growth in sales made by mobile devices, which now represent 12% of revenue, on average for the year, and 14.3%, in December. The number of consumers who made at least one purchase via the Internet reached 39.1 million, 3% higher volume compared to 2014. The number of orders grew 3%, reaching 106.2 million. The average purchase ticket was R$ 388, 12% higher compared to the previous year. For 2016, the average purchase ticket is estimated to be around R$ 419, which represents an increase of 8%, compared to last year.
"The growth in the number of active consumers was lower compared to other years. This is related to the reduction in the participation of the C class in online purchases in this period. On the other hand, the higher-income public bought more via the Internet. of the explanations for the growth of the average ticket. Another factors that justify this situation are the increase of 8,94% in the prices practiced, according to the FIPE/Buscapé Index, and the preference of the consumers for recently launched products with high added value", explains André Ricardo Dias, executive director of E-bit/Buscapé.
A highlight last year was the increase in the NPS (Net Promoter Score), which measures customer satisfaction and loyalty in e-commerce. In the second half, the index showed its best result since 2013, with 65% of satisfaction. This was due to the decrease in delays in deliveries and the improvement in the services provided by the stores. Even the decrease in the offer of free shipping by ecommerces, during the period, did not interfere in this result. In 2015, only 39% of purchases (December/2015) had no delivery charge.
Increased shopping on international websites
In December 2015, E-bit/Buscapé conducted a new survey with e-consumers to study their buying habits on international websites (cross-border). Even with all the uncertainty of the economy and the impact of the devaluation of the real, there was a significant growth of Brazilian users on foreign websites, in relation to the two previous years. If in 2014, the amount of buyers on these sites reached 38%, in 2015, this number advanced to 54%.
There were 14.9 million unique consumers who made purchases on websites outside Brazil (such as Aliexpress, Amazon and eBay, among others), having spent a total of US$ 2.02 billion, 18% more than in 2014. The most searched categories were "Electronics", "Fashion and Accessories" and "Computers", respectively.
Integration of on and off channels
The convergence of all channels used by the company, with the objective of integrating sales between physical and virtual stores, is what is called omnichannel, a convenience to the consumer in the service process. In a survey carried out between December/2015 and January/2016, E-bit/Buscapé sought to understand the perceptions of those who are present in different media, such as the preference to acquire certain product categories, in the channel where the buyer understands that there is greater convenience .
The study reveals that, in the online environment, the most popular categories are "Travel and Tourism", "Electronics" and "Magazine Subscriptions". This is largely due to the high added value of the products, which makes consumers use the Internet as a research tool and search for the best price. The preference for physical retail occurs in the "Petshop", "Food and Beverage" and "Jewelry" categories, due to the fact that many products require the need for visualization or because of the difficulty in logistics for perishable food products, for example.
However, there are categories in which there is not much distinction between digital and traditional channel. This is the case of "Tickets", "Toys and Games" and "Sports and Leisure", which already have a good online participation, but which, according to the survey participants, still lack investments focused on improvements, such as reducing delivery times and easier exchange and return of products.
Increase in the FIPE/Buscapé Index
In 2015, the rise in retail prices also affected Brazilian e-commerce. The FIPE/Buscapé Index recorded values 8.94% more expensive than the previous year. The rise in inflation helped to reduce the purchasing power of workers, especially those with lower incomes. Class C ended the year with 39% of participation in purchases (December/2015), different from the previous 54% (November/2013).
The WebShoppers report has the premium support of the Federation of Commerce of Goods, Services and Tourism of the State of São Paulo (FecomercioSP), in addition to the IAB, Brazilian Chamber of Electronic Commerce (camara-e.net) and E-Commerce Brasil, in dissemination of data to the market.
The full report is available for free download at www.ebit.com.br/webshoppers.
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