After almost two years of abrupt social changes that further strengthened e-commerce’s penetration in Brazil, society is gradually returning to some level of normality. However, the way consumers shop may never be the same, with considerable growth continuing to be recorded by online sales.
Websites are known to retain information about consumer visits and interactions. However, the main highlight is how this information is being used to offer personalised experiences that try to meet the e-commerce visitor’s expectations.
When considering where to buy products, consumers take several factors into consideration, and one of them is shipping costs. The high freight price has traditionally been one of the main reasons for shopping cart abandonment, but when adding the possibility to track that delivery, the picture changes.
Marketplaces such as Amazon, Magazine Luiza, and Mercado Livre continue to expand and grow in popularity. However, as concerns over conscious shopping grow, some consumers might are starting to prioritise direct channels.
Brands are likely to find that an effective strategy to ensure that customers remain engaged with content and, consequently, the products sold, by creating other platforms to connect with users, offering the information wanted to bring them together socially, and providing a place to express themselves. This might be achieved by creating niche communities that offer a comfortable digital space and exclusivity to the services offered.
Separating the digital world from store-based operations no longer appears to be the strategy for retailers in Brazil. This seems intuitive for large retail chains such as electronics and appliance specialist retailers Magazine Luiza and Via Varejo, and apparel and footwear specialist retailer Lojas Renner.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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