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E-Commerce - Brazil - May 2014

“The Brazilian e-commerce sector is quickly moving from obscurity to sales of more than R$ 100 billion a year, and it is nowhere near saturation. Brazilians are beginning to shop online for all sorts of products, not just flight tickets and consumer electronics. Some are even buying clothing, footwear, and groceries. The possibilities are manifold, but suppliers must segment their strategy accordingly.”

– Victor Fraga, Senior Analyst

This report examines the e-commerce market in Brazil.

This market covers media, fashion, computer-related products, electrical and electronic equipment, home and garden products, travel, groceries, and other products bought online via computers or mobile phones by consumers. It excludes products bought by mail order/telephone orders. Market value comprises online sales including sales tax through all types of retailers.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: E-commerce sector sales, Brazil, 2008-18
              • Figure 2: Leading retailer sales in the Brazilian e-commerce sector, 2011-12
            • Market drivers
              • Companies and innovation
                • The consumer
                  • Figure 3: Online purchases in the past 12 months, by number of product types, April 2014
                • What we think
                • Trend Application

                    • Trend: Click and Connect
                      • Trend: Prove it
                        • Mintel futures: Access Anything, Anywhere
                        • Market Drivers

                          • Key points
                            • Improved access to the internet
                              • Payment flexibility
                                • Brazilians “like” Facebook
                                    • Figure 4: Consumers who have bought online in the past 12 months – consumers prompted by Facebook vs overall population
                                  • The advent of C2C
                                    • Access to more products
                                      • Women are heavy internet users
                                        • Figure 5: Gender of new e-consumers, 2009-13
                                    • Who’s Innovating?

                                      • Key points
                                        • Virtual shopping centers
                                          • Fast delivery cycle
                                            • An online makeover
                                              • One site fits all
                                                • Gol scores once again
                                                • Market Size, Forecast, and Segment Performance

                                                  • Key points
                                                    • A market rushing into adulthood
                                                        • Figure 6: E-commerce sector sales, Brazil, 2008-18
                                                      • Growth will continue into 2018, if at a lower rate
                                                          • Figure 7: E-commerce sector sales, Brazil, 2008-18
                                                        • Travel is the largest segment
                                                          • Figure 8: Segment sales in the Brazilian e-commerce sector, 2012-13
                                                        • Food and drink struggles
                                                          • Forecast methodology
                                                          • Market Share

                                                            • Key points
                                                              • Three companies and a baby market
                                                                • Figure 9: Leading retailer sales in the Brazilian e-commerce sector, 2012-13
                                                              • The market is fragmented
                                                                • Growth is almost everywhere
                                                                • Company Profiles

                                                                  • Pão de Açúcar
                                                                    • Gol Transportes Aéreos
                                                                      • B2W
                                                                        • Walmart stores
                                                                          • Mercado Livre
                                                                          • The Consumer – Product and Services Categories

                                                                            • Key points
                                                                              • Two thirds of consumers are non-buyers
                                                                                  • Figure 10: Online purchases in the past 12 months, by number of product types, April 2014
                                                                                • Hotel and travel tickets have the highest penetration
                                                                                    • Figure 11: Online purchases in the past 12 months, by subcategory, April 2014
                                                                                  • The bad and the beautiful
                                                                                      • Figure 12: Online purchases in the past 12 months, by category, April 2014
                                                                                      • Figure 13: Rejection of e-commerce, by category, April 2014
                                                                                    • Work hard, shop young
                                                                                        • Figure 14: Online purchases in the past 12 months, by age group, April 2014
                                                                                    • The Consumer – Market Issues

                                                                                      • Key points
                                                                                        • Online confidential
                                                                                          • The right product at the right time
                                                                                              • Figure 15: Agreement with market issues, April 2014
                                                                                            • ABs are unfazed by card fraud and internet issues
                                                                                                • Figure 16: Agreement with security statements, by socioeconomic group, April 2014
                                                                                            • The Consumer – Vendor Engagement Themes

                                                                                              • Key points
                                                                                                • Consumers do not discriminate vendors
                                                                                                    • Figure 17: Agreement with vendor engagement themes, April 2014
                                                                                                  • Facebook moves young people
                                                                                                      • Figure 18: Agreement with vendor engagement theme “I am prompted to visit retailers’ websites by advertisements on Facebook,” by age group, April 2014
                                                                                                    • Some Brazilians are protective of their CPF
                                                                                                        • Figure 19: Agreement with authentication themes, April 2014
                                                                                                    • Appendix – Product Types

                                                                                                        • Figure 20: Product types, March 2014
                                                                                                        • Figure 21: Product types – FMCG, by demographics, March 2014
                                                                                                        • Figure 22: Product types – Non-physical goods, by demographics, March 2014
                                                                                                        • Figure 23: Product types – Electro appliances, by demographics, March 2014
                                                                                                        • Figure 24: Product types – Durable goods, by demographics, March 2014
                                                                                                        • Figure 25: Product types – Clothing and footwear, by demographics, March 2014
                                                                                                        • Figure 26: Product types – Music, video/film downloads, or e-books, by demographics, March 2014
                                                                                                        • Figure 27: Product types – Food and drink, by demographics, March 2014
                                                                                                        • Figure 28: Product types – Hard-copy books, CDs, DVDs, video games/other software, by demographics, March 2014
                                                                                                        • Figure 29: Product types – Toiletries and cosmetics, by demographics, March 2014
                                                                                                        • Figure 30: Product types – Jewelry and watches, by demographics, March 2014
                                                                                                        • Figure 31: Product types – Sports, leisure goods, toys and games, by demographics, March 2014
                                                                                                        • Figure 32: Product types – Furniture, home furnishings, DYI and garden products, by demographics, March 2014
                                                                                                        • Figure 33: Product types – Household electrical appliances, by demographics, March 2014
                                                                                                        • Figure 34: Product types – Consumer electronics, by demographics, March 2014
                                                                                                        • Figure 35: Product types – Travel tickets and hotel stays, by demographics, March 2014
                                                                                                        • Figure 36: Product types – Event tickets, by demographics, March 2014
                                                                                                        • Figure 37: Product types – Any other goods or services, by demographics, March 2014
                                                                                                      • Repertoire analysis
                                                                                                        • Figure 38: Repertoire of product types, March 2014
                                                                                                    • Appendix – Vendor Issues

                                                                                                        • Figure 39: Vendor issues, March 2014
                                                                                                        • Figure 40: Most popular vendor issues, by demographics, March 2014
                                                                                                        • Figure 41: Next most popular vendor issues, by demographics, March 2014
                                                                                                        • Figure 42: Other vendor issues, by demographics, March 2014
                                                                                                        • Figure 43: Vendor issues, by product types – FMCG, March 2014
                                                                                                        • Figure 44: Vendor issues, by product types – Non-physical goods, March 2014
                                                                                                        • Figure 45: Vendor issues, by product types – Electro appliances, March 2014
                                                                                                        • Figure 46: Vendor issues, by product types – Durable goods, March 2014
                                                                                                        • Figure 47: Vendor issues, by product types – Clothing and footwear, March 2014
                                                                                                        • Figure 48: Vendor issues, by product types – Music, video/film downloads, or e-books, March 2014
                                                                                                        • Figure 49: Vendor issues, by product types – Food and drink, March 2014
                                                                                                        • Figure 50: Vendor issues, by product types – Hard-copy books, CDs, DVDs, video games/other software, March 2014
                                                                                                        • Figure 51: Vendor issues, by product types – Toiletries and cosmetics, March 2014
                                                                                                        • Figure 52: Vendor issues, by product types – Jewelry and watches, March 2014
                                                                                                        • Figure 53: Vendor issues, by product types – Sports, leisure goods, toys and games, March 2014
                                                                                                        • Figure 54: Vendor issues, by product types – Furniture, home furnishings, DYI and garden products, March 2014
                                                                                                        • Figure 55: Vendor issues, by product types – Household electrical appliances, March 2014
                                                                                                        • Figure 56: Vendor issues, by product types – Consumer electronics, March 2014
                                                                                                        • Figure 57: Vendor issues, by product types – Travel tickets and hotel stays, March 2014
                                                                                                        • Figure 58: Vendor issues, by product types – Event tickets, March 2014
                                                                                                        • Figure 59: Vendor issues, by product types – Any other goods or services, March 2014
                                                                                                    • Appendix – Payment Authentication

                                                                                                        • Figure 60: Payment authentication, March 2014
                                                                                                        • Figure 61: Most popular payment authentication, by demographics, March 2014
                                                                                                        • Figure 62: Next most popular payment authentication, by demographics, March 2014
                                                                                                    • Appendix – Attitudes when Buying

                                                                                                        • Figure 63: Attitudes when buying, March 2014
                                                                                                        • Figure 64: Most popular attitudes when buying, by demographics, March 2014
                                                                                                        • Figure 65: Next most popular attitudes when buying, by demographics, March 2014
                                                                                                        • Figure 66: Attitudes when buying, by product types – FMCG, March 2014
                                                                                                        • Figure 67: Attitudes when buying, by product types – Non-physical goods, March 2014
                                                                                                        • Figure 68: Attitudes when buying, by product types – Electro appliances, March 2014
                                                                                                        • Figure 69: Attitudes when buying, by product types – Durable goods, March 2014
                                                                                                        • Figure 70: Attitudes when buying, by product types – Clothing and footwear, March 2014
                                                                                                        • Figure 71: Attitudes when buying, by product types – Music, video/film downloads, or e-books, March 2014
                                                                                                        • Figure 72: Attitudes when buying, by product types – Food and drink, March 2014
                                                                                                        • Figure 73: Attitudes when buying, by product types – Hard-copy books, CDs, DVDs, video games/other software, March 2014
                                                                                                        • Figure 74: Attitudes when buying, by product types – Toiletries and cosmetics, March 2014
                                                                                                        • Figure 75: Attitudes when buying, by product types – Jewelry and watches, March 2014
                                                                                                        • Figure 76: Attitudes when buying, by product types – Sports, leisure goods, toys and games, March 2014
                                                                                                        • Figure 77: Attitudes when buying, by product types – Furniture, home furnishings, DYI and garden products, March 2014
                                                                                                        • Figure 78: Attitudes when buying, by product types – Household electrical appliances, March 2014
                                                                                                        • Figure 79: Attitudes when buying, by product types – Consumer electronics, March 2014
                                                                                                        • Figure 80: Attitudes when buying, by product types – Travel tickets and hotel stays, March 2014
                                                                                                        • Figure 81: Attitudes when buying, by product types – Event tickets, March 2014
                                                                                                        • Figure 82: Attitudes when buying, by product types – Any other goods or services, March 2014

                                                                                                    Companies Covered

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

                                                                                                    E-Commerce - Brazil - May 2014

                                                                                                    £3,277.28 (Excl.Tax)