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Description

Description

“Online shopping is quite consolidated in Brazil, but the frequency in which Brazilians shop online is relatively low. The categories of non-durable consumer goods, therefore, have an even greater challenge in the country’s online market. In order to make consumers shop online more often, brands and retailers need to offer a greater variety of delivery and collection options and facilitate the process of returning and exchanging a product. In addition, it is necessary to win the consumers’ confidence in terms of data security and make sure products are not damaged during transportation.”
– Ana Paula Gilsogamo, Research Analyst

This report looks at the following areas:

  • Online shopping penetration is high, but the frequency is still low
  • The new law on personal data protection needs to be considered when collecting customers information
  • Difficulty to return or exchange a product is a major barrier
  • Click and collect systems and pick up lockers can help those who can’t have products delivered at home

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Online shopping penetration is high, but the frequency is still low
              • Figure 1: Online shopping frequency – Brazil, September 2019
            • The new law on personal data protection needs to be considered when collecting customers information
              • Difficulty to return or exchange a product is a major barrier
                • Click and collect systems and pick up lockers can help those who can’t have products delivered at home
                  • Opportunities
                    • Internet access grows even in rural areas and among poorer classes
                      • High usage of social media is a great asset when boosting online shopping
                        • Customization can help online sales of fashion items
                          • Online subscription services can extend their reach to facilitate frequent purchases at lower prices
                            • What we think
                            • Market Drivers

                              • Internet access grows even in rural areas and among poorer classes
                                • High usage of social media is a great asset when boosting online shopping
                                  • High unemployment encourages informal work
                                    • High dollar might be an opportunity for local products and retailers
                                      • The new law on personal data protection needs to be considered when collecting customers information
                                        • Amazon’s voice assistant Alexa is launched in Brazil
                                          • Amazon expansion in Brazil can stimulate online shopping
                                            • Figure 2: Frustration-Free Packaging label
                                          • New payment formats and virtual coins may impact the online shopping market
                                            • Expansion of delivery services impacts the market, especially the categories of foodservice, food and drinks
                                            • Key Players – What you need to know

                                              • Large companies with various brands create their own ecommerce platforms
                                                • AliExpress opens temporary physical store in Curitiba
                                                  • With promotion and geolocation, Burger King sells Whopper at McDonald’s stores
                                                  • Marketing Campaigns and Actions

                                                    • Large companies with various brands create their own ecommerce platforms
                                                      • AliExpress opens temporary physical store in Curitiba
                                                        • Figure 3: AliExpress store
                                                      • Magazine Luiza buys Netshoes
                                                        • Brahma launches beer ecommerce for subscribers of sports channel
                                                          • ZARA launches an online store in Brazil and promises to deliver on the next day in some regions
                                                          • Case Studies

                                                            • With promotion and geolocation, Burger King sells Whopper at McDonald’s stores
                                                              • Figure 4: “The Whopper Detour”
                                                            • Lego uses online search to enter the Christmas gift list
                                                              • Figure 5: “Making the List”
                                                          • The Consumer – What You Need to Know

                                                            • Customization can help online sales of fashion items
                                                              • DE consumers are more likely to use mobile apps when shopping online despite limited data plans
                                                                • Personal shopper services can add value by offering alternative delivery hours and perfect condition guarantee
                                                                  • Click and collect systems and pick up lockers can help those who can’t have products delivered at home
                                                                  • Online Shopping Frequency

                                                                    • Online shopping penetration is high, but the frequency is still low
                                                                      • Figure 6: Online shopping frequency – Brazil, September 2019
                                                                  • Online Shopping by Category

                                                                    • Offering additional experiences can add value to travel and entertainment products sold online
                                                                      • Figure 7: Online shopping by category – Brazil, September 2019
                                                                    • Customization can help online sales of fashion items
                                                                      • Figure 8: Online shopping by category, by barriers for purchasing online – Brazil, September 2019
                                                                      • Figure 9: Mandala Clothing
                                                                      • Figure 10: Nike Adventure Club
                                                                    • No shipping fees motivate AB consumers to buy online
                                                                      • Figure 11: Online purchase drivers, by socioeconomic group – Brazil, September 2019
                                                                  • Devices Used for Online Shopping

                                                                    • Online shopping needs to adapt completely to mobile phones and smartphones
                                                                      • Figure 12: Devices used for online shopping – Brazil, September 2019
                                                                      • Figure 13: Nike Fit app
                                                                      • Figure 14: FonQ in Huis app
                                                                    • Brands focused on Baby Boomers can invest in websites and apps for laptops/desktops that makes online shopping easier
                                                                      • Figure 15: Devices used for online shopping, by generation – Brazil, September 2019
                                                                    • DE consumers are more likely to use mobile apps when shopping online despite limited data plans
                                                                      • Figure 16: Usage of mobile sites vs mobile apps, by socioeconomic group – Brazil, September 2019
                                                                      • Figure 17: Internet users by mobile phone and connection type used exclusively or simultaneous – Brazil, 2018
                                                                  • Changes in Online Shopping

                                                                    • Online subscription services can extend their reach to facilitate frequent purchases at lower prices
                                                                      • Figure 18: Changes in online shopping – Brazil, September 2019
                                                                      • Figure 19: Apius – Shopper.com.br
                                                                    • Personal shopper services can add value by offering alternative delivery hours and perfect condition guarantee
                                                                      • Figure 20: Barriers for purchasing online, by total and users of personal shopper services – Brazil, September 2019
                                                                      • Figure 21: Singu app
                                                                    • Specialized websites can invest in products and services sold exclusively online
                                                                      • Figure 22: Changes in online shopping, specialized websites/apps, by generation – Brazil, September 2019
                                                                      • Figure 23: YouTube ad
                                                                      • Figure 24: Yoox: The World’s Most Exclusive Collection
                                                                  • Barriers for Purchasing Online

                                                                    • More effective ways to exchange or return a product can encourage Brazilians to shop online more often
                                                                      • Figure 25: Barriers for purchasing online – Brazil, September 2019
                                                                      • Figure 26: Exchange guide
                                                                    • Click and collect systems and pick up lockers can help those who can’t have products delivered at home
                                                                      • Figure 27: Barriers for purchasing online, by working and housing status – Brazil, September 2019
                                                                      • Figure 28: ITAB click and collect lockers
                                                                    • Buying from a social media platform appeals to Generation Z
                                                                      • Figure 29: Online purchase drivers, by socioeconomic group – Brazil, September 2019
                                                                      • Figure 30: Adidas Baseball’s Next Level
                                                                  • Habits toward Online Shopping

                                                                    • Geolocation and identification of products via smartphone can increase competitiveness between brands and retailers
                                                                      • Figure 31: Habits toward online shopping – Brazil, September 2019
                                                                      • Figure 32: AdelcoBot
                                                                    • Men aged 35+ prefer shopping with retailers that have physical and online stores
                                                                      • Figure 33: Habits toward online shopping, by gender and age group – Brazil, September 2019
                                                                  • Appendix – Abbreviations

                                                                    • Abbreviations

                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                    • Market

                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                    • Consumer

                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                    • Brand/Company

                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                    • Data

                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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