2022
0
Brazil Online x Offline Shopping Market Report 2022
2023-01-13T03:05:53+00:00
OX1100507
3265
159387
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Report
en_GB
“Physical stores have regained space with the reopening of businesses after the worst days of the pandemic are over, especially due to the absence of additional costs such as service…

Brazil Online x Offline Shopping Market Report 2022

£ 3,265 (Excl.Tax)

Report Summary

“Physical stores have regained space with the reopening of businesses after the worst days of the pandemic are over, especially due to the absence of additional costs such as service and delivery fees. However, many consumers continue to use online channels for shopping and searching for brands and products, with a large portion of consumers taking a multichannel shopping route, combining online and offline actions. Brands and retailers need to invest in solutions that offer positive and convenient experiences, regardless of the final channel of purchase, making it easy to compare prices and evaluate products, offering flexible purchasing, delivery and payment options and having a human and inclusive service.
– Ana Paula Gilsogamo, Senior Research Analyst – Latam

Key issues covered in this Report

  • Shopping by category and shopping method
  • Channels used for online shopping and search
  • Retailer drivers and meaning of value
  • Habits and attitudes toward online and offline shopping

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Analyst outlook
                • Figure 1: Analyst outlook for the online and offline shopping category, 2022
              • Challenges
                • Low purchasing power and record debt impact consumption
                  • Market is challenged to offer a better shopping experience, regardless of the channel used
                    • New customer service law focus on multichannel, and consumers demand services provided by real people
                      • Opportunities
                        • Shopping of beauty and fashion products is concentrated in physical stores, but online search gains space
                          • Price comparison and promotions can stimulate online groceries shopping
                            • With better delivery solutions, brands’ own channels and social networks have the potential to expand online sales among DE consumers
                            • Market Drivers

                              • Inflation and low purchasing power mainly impact the poor and essential categories such as food
                                • Figure 2: IPCA – Accumulated variation in the year (%) – General index and groups – Brazil, January to December 2021 and January to September 2022
                              • Debts hit a record in 2022
                                • High dollar impacts prices in several categories, especially imported items
                                  • Figure 3: Exchange rate – R$/$ – Commercial – Purchase – Average – Brazil, January 2021 to October 2022
                                • Start of 5G implementation in Brazil
                                  • New customer service law focuses on multichannel
                                  • Key Players

                                    • Companies and brands
                                      • Large retailers and marketplaces anticipate Black Friday
                                        • Figure 4: Lu’s Blog offers tips for Black Friday, 2022
                                      • TikTok invests more in retail-focused solutions
                                        • Specialized pet stores invest in new formats and sales channels
                                          • Case study
                                            • The world’s biggest virtual influencer, Magalu’s Lu generates profit and engagement for the brand
                                              • Figure 5: Vogue Brazil cover, 2022
                                              • Figure 6: Cannes Lions Awards, 2022
                                          • Shopping by Category and Shopping Method

                                            • Multichannel shopping can offer more than just the right and convenient experience
                                              • Figure 7: Shopping method, 2022
                                              • Figure 8: Klarna’s pop-up museum Old Credit Is History
                                            • Price comparison and promotions can stimulate online groceries shopping
                                              • Figure 9: Shopping method – Selected items, 2022
                                              • Figure 10: Matspar price and promotion comparison
                                            • Shopping of beauty and fashion products is concentrated in physical stores, but online search gains space
                                              • Figure 11: Shopping method – Selected items, 2022
                                              • Figure 12: My Beauty Advisor app
                                          • Channels Used for Online Shopping and Search

                                            • Consumers aged 16-34 are more likely to buy and search on social media
                                              • Figure 13: Channels used for online shopping and search – Selected items, by age group, 2022
                                              • Figure 14: Book Club by Amazon Books
                                            • Online-only channels can offer more flexible purchasing options to attract AB consumers
                                              • Figure 15: Channels used for online shopping and meaning of value – Selected items, by socioeconomic group, 2022
                                              • Figure 16: Amazon Style
                                              • Figure 17: Lockers Amazon
                                            • With better delivery solutions, brands’ own channels and social networks have the potential to expand online sales among DE consumers
                                              • Figure 18: Channels used for online shopping and search – Selected items, by socioeconomic group, 2022
                                              • Figure 19: TrazFavela
                                          • Retailer Drivers

                                            • Having real people providing customer service is a major differentiator and can make it more inclusive
                                              • Figure 20: TURF Analysis – Retailer drivers, 2022
                                            • Specialty stores can expand shopping and payment formats online to better serve pet owners
                                              • Figure 21: Retailer drivers and habits and attitudes toward online and offline shopping – Selected items, by pet ownership, 2022
                                              • Figure 22: Cobasi app
                                              • Figure 23: Bathing tips for cats
                                            • Consumers from the LGBTQ+ community are more likely to value sustainability and social causes
                                              • Figure 24: Retailer drivers – Selected items, by LGBTQ+ identity, 2022
                                              • Figure 25: Feat Store with Pabllo Vittar
                                              • Figure 26: Feat Store campaign
                                          • Meaning of Value

                                            • Shipping costs are still the most important factor when shopping online
                                              • Figure 27: Meaning of value, 2022
                                            • Brand-owned online stores can invest in flexible payment options to attract consumers aged 35+
                                              • Figure 28: Meaning of value – Selected item, by age group, 2022
                                              • Figure 29: Pix discount banner
                                              • Figure 30: Payment with Pix
                                          • Habits and Attitudes toward Online and Offline Shopping

                                            • Benefits and promotions need to be compatible across online and offline channels
                                              • Figure 31: Habits and attitudes toward online and offline shopping, 2022
                                            • Shopping apps that highlight product reviews may appeal to those who work on a hybrid or fully remote system
                                              • Figure 32: Retailer drivers and habits and attitudes toward online and offline shopping – Selected items, by work format, 2022
                                            • Retailers with a wide range of brands and products can offer more services and experiences for parents and children
                                              • Figure 33: Habits and attitudes toward online and offline shopping – Selected items, by presence of children in the household, 2022
                                              • Figure 34: Walmart Mamava pods
                                              • Figure 35: Habour Kids
                                              • Figure 36: “My Virtual Closet” @Harbour City
                                          • Appendix – Abbreviations

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