The first half of 2019 has shown a positive perspective for the e-commerce industry in Brazil. According to Ebit|Nielsen, the segment registered BRL 26.4 billion in revenue in H1 2019, which represents 12% growth when compared to the first six months of 2018. In addition, Ebit|Nielsen forecasts approximately BRL 61.2 billion in e-commerce transactions by the end of the year.
What are customers buying?
According to the Brazilian E-commerce Association – ABComm – Brazilians spent an average of BRL 301 on online purchases. Household appliances are the number one product category in Brazil, followed by electronics, computers and software, mobile phones, fashion, and health and beauty products. The southeast and south regions are leading when it comes to e-commerce sales in the country, with 65% and 13% share of all sales, respectively.
E-commerce becomes more attractive to Brazilians
E-consulting shows that Brazilians are becoming more inclined to purchase online, with customers migrating from physical retail stores to digital platforms. Furthermore, cross-channel strategies, along with special offers and better user experience, are great incentives to bring customers to e-commerce. Another highlight is that 87% of Brazilians are expected to make online payments in 2019 – 3% more when compared to last year. This growing preference for online payments is due to the level of service and fulfillment (37%), experience and usability (42%), convenience (51%), reliability (41%), safety (39%), and payment agility (26%).
In addition, Brazilians are becoming more familiar with the digital economy as online platforms and alternative payment methods evolve. Streaming services, like Netflix or Spotify, and apps such as Uber or iFood, for instance, stimulate the digital environment, which helps boost e-commerce shopping.