The Brazilian e-commerce market has managed to maintain a positive growth trend throughout the economic crises and political turmoil that have stricken the country since 2014. The still timid recovery that started in 2017 has benefited the e-commerce sector, which ended the year with a growth of 8% in comparison to 2016. The numbers are freshly out of the 37th edition of Ebit’s Webshoppers report, one of the most complete analysis into the segment. Check out the highlights of the report.
Brazilian E-Commerce Down to Numbers
- Consumers and Transactions
- Installment Payments
- Forecast for 2018
The Brazilian e-commerce market has had a positive 2017 overall. The sector’s revenue reached a total of BRL 47.7 billion, 8% more than the previous year. The number of consumers purchasing online has also increased by 15%, totaling 55 million buyers. Altogether, Brazilian consumers have carried out 111.2 million online purchases, with an average transaction value of BRL 429, up 3% from the previous year.
Ebit has also identified that m-commerce represented 27.3% of the country’s e-commerce transactions. The number is slightly lower than that released by other players, such as Atlas and ABComm, which have placed m-commerce share at 31%. Still, it represents a shift in the consumption behavior in Brazil. Because of that, Ebit estimates that by Q4 2018, 37% of all e-commerce transactions will be made on mobile devices.
A recurring trend throughout the recession period has been the decrease in the number of consumers who choose to pay in installments. Thanks to incentives for one-off payments, such as discounts for buyers who opt to pay via boleto bancário, 49.8% of the transactions were paid on a one-off basis. In 2016, the share of one-off payments was 42.2%. Furthermore, the average number of installments was 3.3, down from 3.5 last year.
The cross-border segment is also becoming more consolidated in the country. Each year more consumers purchase online from international websites. In 2017, 22.4 million Brazilian consumers purchased cross-border, an increase of 6% when compared to 2016. The number represents 41% of all digital consumers in Brazil. Thanks to the market share of websites such as AliExpress, which was used by 54% of the buyers and where they purchased lower price products, the average transaction value for the cross-border segment was relatively lower: BRL 117.80.
2017 was the year that consolidated the marketplace business model in Brazil. Considering the sale of new and second-hand products, the total revenue of the marketplaces in the country was BRL 73.4 billion, a growth of 21.9% compared to 2016.
Ebit estimated a growth of 12% for the Brazilian e-commerce market, which should end 2018 with a total revenue of BRL 53.5 billion. The average transaction value should see an increase of 4%, to BRL 446, and the total number of transactions would be close to 120 million. In terms of consumers, around 60 million Brazilian digital buyers should take part of the e-commerce segment in 2018.