Brazilian E-Commerce Sales Surpass US$5 Billion in Semester One

It looks like 2013 is shaping up to be another great year for Brazilian e-commerce. According to E-bit, online retail sales in Brazil reached R$12.74 billion (US$5.2 billion) in the first semester of this year, up 24% from the same period the year before. The number of orders placed online increased 20%, reaching 35.54 million.

Should trends continue, Brazil’s e-commerce industry is estimated to reach a value of R$28 billion (US11.44 billion) by the end of the year, meaning a 25% increase overall.

The report also reveals an increase in average order tickets, even though e-commerce prices are dropping. The FIPE/Buscapé index registered a 4.59% decrease in online retail prices during the first semester of the year; however, mean ticket values increased 4% to R$359.49 (around US$150).


Here is a list of some of E-bit’s other findings:

  • Fashion, Appliances Most Popular Purchases. The retail categories with the highest sales volumes in the first semester of the year were Fashion & Accessories (13.7%), Appliances (12.3%), Cosmetics, Perfumes, Personal Care & Health Products (12.2%), IT (9%) and Books & Magazines (8.9%).
  • Mobile Commerce Makes its Way. In June 2012, mobile represented just 1.3% of e-commerce transactions. By January 2013, it had reached 2.5%, and by June 2013, 3.6%.
  • New Buyers Join In. Nearly four million Brazilians made their first online purchase during the first half of 2013. Now, 46.16 million people in the country have bought something online at least one time. That number is expected to reach 51 million by December.
  • Consumer Profiles Evolve. Most of Brazil’s newest e-commerce consumers are women (55%) and between the ages of 25 and 49 (67%). The majority belong to the country’s middle class.
  • Savings Drive Sales. In a survey on shipping, E-bit discovered that most consumers buy online to save money, a major factor being free shipping. Moreover, 58% of respondents said that they would buy online more frequently if free shipping options increased.
  • Barriers to Buys. Beyond shipping, respondents also indicated other factors that would inspire them to buy more. A large majority – 82% – said they would purchase more if prices were lowered, 37% would do so if they felt surer about personal and financial data security, and 21% if there were better guarantees for delivery timelines.

Though the rest of Latin America is starting to catch up, Brazil remains the region’s e-commerce leader by a long shot, accounting for 60% of total sales. Want to find out more about the latest trends and data in online retail in the country? You can download the full E-bit report (in Portuguese) here.