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E-commerce - Brazil - July 2017

“The online sales channels have been evolving in Brazil. Although it’s not so big compared to countries like the United States, the Brazilian e-commerce market is being transformed and consumers have access to all the devices needed to do their online shopping (laptops, smartphones, and tablets). It is important, however, that brands expose their products on several channels, as consumers want the same experience regardless of the channel used. The possibilities of buying online and collecting in stores and trying a product in stores before making a purchase online will differentiate one brand from another.”
– Juliana Martins, Senior Research Analyst

This Report discusses the following key topics:

  • Loyalty programs offering free delivery have an opportunity 
  • Brands can invest in chatbots to get closer to users

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Table of contents

  1. Overview

      • Definition
      • Executive Summary

          • The market
            • E-commerce sales should recover in 2017
              • Figure 1: Forecast of Brazil e-commerce sales, by value – Brazil, 2012-22
            • Market share
              • B2W led e-commerce sales in 2015 and 2016
                • Figure 2: Top companies' e-commerce sales shares, by value – Brazil, 2015-16
              • The consumer
                • Videogames can boost consumption using tablets
                  • Figure 3: Electronic devices used when shopping online, by age group 25-34 – Brazil, April 2017
                • Partnerships with certain apps can attract new customers
                  • Figure 4: Online purchases – Brazil, April 2017
                • There are opportunities to offer better installments for sales online
                  • Figure 5: Attitudes to shopping online – Brazil, April 2017
                • Showrooms can make products more accessible to consumers
                  • Figure 6: Paths to purchase online – Brazil, April 2017
                • Expensive delivery is one of the major barriers for purchasing online
                  • Figure 7: Barriers for purchasing more online – Brazil, April 2017
                • What we think
                • Issues and Insights

                  • Loyalty programs offering free delivery have an opportunity
                    • Facts
                      • Implications
                        • Brands can invest in chatbots to get closer to users
                          • Facts
                            • Implications
                            • The Market – What You Need to Know

                              • Recession affected sales, but sector grew 7.4% in 2016
                                • New apps and technologies will boost sales
                                  • The elderly, purchases that go beyond the borders, and social media are factors that will impact the market
                                  • Market Size and Forecast

                                    • Sector shows good performance despite the economic recession
                                      • Figure 8: E-commerce sales, by value – Brazil, 2012-22
                                      • Figure 9: Forecast of Brazil e-commerce sales, by value – Brazil, 2012-22
                                  • Market Drivers

                                    • Aging population can boost sales through computers or laptops
                                      • Popularization of international websites helps the sector
                                        • Channels need to be modernized to appeal to consumers
                                          • Social media is fundamental to online marketing
                                          • Key Players – What You Need to Know

                                            • Group that owns Americanas.com and Submarino leads sales
                                              • Second and third places are very distinct categories
                                                • Companies have invested in innovation to attract customers
                                                • Market Share

                                                  • Private label products and loyalty programs give leadership to B2W
                                                    • Figure 10: Top companies' e-commerce sales shares, by value – Brazil, 2015-16
                                                • Who’s Innovating?

                                                  • Magazine Luiza is constantly innovating with marketing actions
                                                    • Iguatemi drugstore partner with augmented reality app
                                                      • New apps help people to share things they need
                                                        • Beauty salons have a new platform for service management
                                                          • Customers can now share the Airbnb bills
                                                            • New ShopFacil.com chatbot works with voice recognition
                                                            • The Consumer – What You Need to Know

                                                              • Smartphones and tablets are used mainly by consumers aged 25-34
                                                                • Brazilians have bought music, video/film downloads and e-books
                                                                  • Users seek to obtain advantages when buying online
                                                                    • Seeing the product before buying it is important
                                                                      • Some barriers put Brazilians off buying products online
                                                                      • Electronic Devices Used When Shopping Online

                                                                        • Video games can boost consumption via tablets
                                                                          • Figure 11: Electronic devices used when shopping online, by age group 25-34 – Brazil, April 2017
                                                                        • Ads on smartphones can appeal to Brazilians aged 25-34
                                                                          • Figure 12: Electronic devices used when shopping online, by smartphone, gender and age group – Brazil, April 2017
                                                                        • Search tools can keep Young Millennials buying online via laptop
                                                                          • Figure 13: Electronic devices used when shopping online, by laptop or desktop computer and generation – Brazil, April 2017
                                                                      • Online Purchase

                                                                        • Partnerships with certain apps can attract new customers
                                                                          • Figure 14: Online purchases – Brazil, April 2017
                                                                        • Long-lasting products appeal to men aged 45+
                                                                          • Figure 15: Online purchases, by gender and age group 45+ – Brazil, April 2017
                                                                        • Some Brazilians may be interested in promotions for tablets’ apps
                                                                          • Figure 16: Online purchases, by selected products and electronic devices – Brazil, April 2017
                                                                      • Attitudes toward Shopping Online

                                                                        • There are opportunities to offer better installments
                                                                          • Figure 17: Attitudes to shopping online – Brazil, April 2017
                                                                        • Same-day delivery can appeal to young men
                                                                          • Figure 18: Attitudes to shopping online – Brazil, April 2017
                                                                        • Women aged 25-34 could be interested in newsletters with discounts
                                                                          • Figure 19: Attitudes to shopping online – Brazil, April 2017
                                                                      • Paths to Purchase Online

                                                                        • Showrooms can make products more accessible to consumers
                                                                          • Figure 20: Paths to purchase online – Brazil, April 2017
                                                                        • Social media increases traffic to e-commerce websites
                                                                          • Figure 21: Paths to purchase online – Brazil, April 2017
                                                                      • Barriers for Purchasing More Online

                                                                        • Expensive delivery is the major barrier for purchasing online
                                                                          • Figure 22: Barriers for purchasing more online – Brazil, April 2017
                                                                        • Purchases that do not require personal information can appeal to women
                                                                          • Figure 23: Barriers for purchasing more online, by selected sentence and gender – Brazil, April 2017
                                                                        • Programs that facilitate return of products may attract AB consumers
                                                                          • Figure 24: Barriers for purchasing more online, by selected sentence and socioeconomic group – Brazil, April 2017
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 25: E-commerce sales, by value – Brazil, 2012-22
                                                                          • Figure 26: Forecast for e-commerce sales, by value – Brazil, 2012-22
                                                                          • Figure 27: Top companies' e-commerce sales shares, by value – Brazil, 2015-16
                                                                        • Abbreviations

                                                                        Companies Covered

                                                                        To learn more about the companies covered in this report please contact us.

                                                                        E-commerce - Brazil - July 2017

                                                                        US $3,995.00 (Excl.Tax)