It looks like 2012 is going to be another banner year for e-commerce in Brazil, as online sales in the country this year are expected to reach US$11.5 billion (R$23.4 billion). Having brought in US$9.2 billion (R$18.7 billion) in 2011, this represents a 25% growth rate.
While e-commerce in Brazil still remains short of reaching its full potential, the sector has grown in leaps and bounds as of late. Ten years ago in 2002, annual sales reached just US$418 million (R$815 million).
Information gathered by eCommerceOrg reveals other insightful information regarding online shopping in Brazil as well as the nation’s internet population itself. As of January 2012, there were 47.5 million active internet users in Brazil, who average just over 49 hours of online navigation per month. They spend roughly 47 seconds on each page they visit, meaning that for the thousands of companies looking to grab consumers’ attention, they must achieve greater engagement.
When it comes to e-commerce, the statistics revealed that the sector garnered 31.7 million consumers in 2011. Of that group, 38% are between the ages of 35 and 49, and 32% between 25 and 34. Another study, performed by e-bit, revealed that these consumers are prudent in their purchases. Most use price comparison platforms such as Buscapé, and 67% take up to three days after starting their search to make a final purchase.
What are these people buying? The most popular products sold online in Brazil last year were appliances (15% of sales), followed by technology devices like computers (12%), electronics (8%), health and beauty products (7%), and fashion and accessories (7%).
As online buying continues to evolve in Brazil, small and medium-sized enterprises will continue to get in on the action and benefit. Right now, over seven million SMEs in Brazil have internet access, which allows them to participate more actively in e-commerce and the online world as a whole. In total, SMEs accounted for 25% of online sales made last year.
The consistency with which Brazil’s e-commerce industry is growing is a key indicator of its validity and strength. Consumers and businesses alike continue to evolve.
Source, Graphs: E-bit, www.e-commerce.org.br