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Brazil B2C E-Commerce Report 2013

Over 40 million people shopping online in Brazil in 2013

The recent "Brazil B2C E-Commerce Report 2013" by Hamburg-based secondary market research company yStats.com provides information about consumer purchases of goods and services online in the largest South American nation. The report reveals that B2C E-Commerce in Brazil is by far the largest market for B2C E-Commerce in Latin America.

B2C E-Commerce has benefitted from the growth of the middle class in Brazil, but consumers from lower income groups also have begun to be comfortable shopping online. There were over 40 million online shoppers in Brazil in H1 2013, with the number expected to top half a hundred millions by the end of 2013. The B2C E-Commerce market grew by a two-digit percentage in 2012, with higher growth expected in 2013, to reach a small two-digit number in EUR billion. Internet penetration encourages further growth of E-Commerce; over half of the population is expected to be covered by Internet access by year the end of this year. Price comparison websites were popular among internet users, with the highest ranking site having more visitors than the sites of top retailers. The leading product category among purchasers in Brazilian B2C E-Commerce in 2012 was household appliances, however, in the first half of this year fashion and accessories went to the forefront in sales.

Among the noticeable trends on the growing B2C E-Commerce market in Brazil are M-Commerce and cross-border shopping. In the first half 2013, the mobile channel almost tripled its share on total B2C E-Commerce sales, and the penetration of smartphones and tablets continues. Moreover, cross-border online shopping was popular in Brazil. The most purchased product categories in cross-border B2C E-Commerce in 12 months to July 2013 were computer hardware and personal electronics; the most popular countries to shop from were the USA and China. Regarding delivery options, over half of the B2C E-Commerce orders placed in 2012 were with free delivery. Of the payment methods, credit card was the most used, followed by Boleto Bancario, a local interbank payment system.

Brazil based merchants such as online marketplace MercadoLibre, B2W digital with several E-Commerce platforms and Buscape, a price comparison website, had strong positions on the B2C E-Commerce market. These local players were increasingly challenged by international companies, such as Wal-Mart and EBay, which were attracted by the market potential, especially in anticipation of the 2014 World Cup and 2016 Olympics.

As the B2C E-Commerce industry has become more significant, the Brazilian government saw the need to update its regulations: since May 2013, online shops in the country are obliged to provide a registration number and full contact details for the customers' convenience. Even though the rules for E-Commerce have changed and there are logistics and payment challenges to overcome, merchants and consumers both are increasingly comfortable with online retail sales.

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Table of Contents

1. MANAGEMENT SUMMARY

2. INTERNATIONAL COMPARISON

  • B2C E-Commerce Sales in Latin America, by Brazil, Mexico, Argentina and Other, Ranked by 2013f, in USD billion, 2011-2016f
  • B2C E-Commerce Year-on-Year Sales Growth in Latin America, by Brazil, Mexico, Argentina and Other, in %, Ranked by 2013f, 2011-2017f
  • Number of Internet Users in Latin America, by Country, in million Unique Visitors, March 2013
  • Breakdown of Online Shoppers in Latin America, by Brazil, Argentina, Mexico and Other, in %, 2011-2016f
  • Online Shopper Penetration in Latin America, by Brazil, Mexico, Argentina and Other, in % of Internet Users, Ranked by 2013f, 2011-2017f
  • Mobile Shopper Penetration in Latin America, by Argentina, Brazil, Chile, Colombia and Mexico, in % of Internet Users, 2012
  • Breakdown of Internet Traffic in Latin America by Device, in %, by Brazil, Argentina, Chile, Mexico, March 2013

3. TRENDS

  • B2C E-Commerce Trends, 2013

4. SALES

  • B2C E-Commerce Sales, in BRL billion, 2011 & 2013f
  • B2C E-Commerce Sales, in BRL billion, H1 2012 & H1 2013
  • B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2011 - 2016f
  • Average Cart Value in B2C E-Commerce, in BRL, H1 2012 & H2 2012

5. SHARES

  • Share of B2C E-Commerce on Total Retail Sales, in %, H1 2013
  • Share of M-Commerce on B2C E-Commerce Sales, in %, H1 2012 & H1 2013

6. USERS/SHOPPERS

  • Top Digital Sources to Learn about New Products and Brands, Incl. Internet, in % of Consumers, March 2013
  • Internet Penetration, in % of Individuals, 2008 - 2013f
  • Online Shopper Penetration, in % of Internet Users, 2011-2017f
  • Online Shopper Penetration, by Male and Female, in % of Internet Users in Each Group, 2012
  • Online Shopper Penetration, by Income Group and Age Group, in % of Internet Users in Each Group, 2012
  • Number of Online Shoppers, in millions, H1 2013 & H2 2013f
  • Number of Online Shoppers, in millions, and in % Year-on-Year Change, 2011-2016f
  • Mobile Internet Penetration, in % of Mobile Phone Users, 2008 - 2012
  • Mobile Internet Penetration, by Income Group and Age Group, in % of Mobile Phone Users in Each Group, 2012
  • Share of Mobile Internet Users Using Mobile Applications for Buying, Promotions and Discounts, by Income Group and Age Group, in %,June 2013

7. PRODUCTS

  • Leading Product Categories in B2C E-Commerce, by Share on Total B2C E-Commerce Sales, in %, 2012
  • Leading Product Categories in B2C E-Commerce, by Share on Total B2C E-Commerce Sales, in %, H1 2013
  • Product Categories Purchased Online, in % of Online Shoppers, 2012
  • Most Purchased Product Categories, in % of Male and Female Online Shoppers, 2012
  • Most Purchased Product Categories, in % of Online Shoppers, by Income and Age Goup, 2012

8. DELIVERY AND PAYMENT METHODS

  • Breakdown of B2C E-Commerce Orders by Free and Paid Delivery, in %, 2012
  • Payment Methods Used in B2C E-Commerce, by Gender, Income and Age Goup, in % of Online Shoppers in Each Group, 2012
  • Breakdown of Online Shoppers who Paid with Debit Card for Online Purchase, by Gender and Experience with Online Shopping, 2012

9. CROSS-BORDER SHOPPING

  • Number of Cross-Border Online Shoppers, in millions, and Cross-Border Online Expenditure, in BRL billion, 2013e &2018f
  • Leading Product Categories in Cross-Border B2C E-Commerce, by Sales, in BRL billion, 12 months to July 2013
  • Leading Countries for Cross-Border Shopping, in % of Cross-Border Online Shoppers, 12 months to July 2013

10. PLAYERS

  • B2C E-Commerce Competitor Overview, 2013
  • Most Visited Online Retail Websites, by Number of Unique Visitors, in millions, December 2012
  • Most Visited Price Comparison Websites, by Number of Unique Visitors, in millions, December 2012
  • Company Profile of B2W Digital
  • Company Profile of MercadoLibre
  • Company Profile of Buscape.com
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