The 30th edition of the WebShoppers report predicts R$ 35 billion in sales by the end of the year, with a total 104 million orders.
In the first half of 2014, Brazilian e-commerce registered R$ 16 billion in sales, a 26% nominal growth in relation to the same period last year. By the end of the year, the forecast is that it will reach R$ 35 billion in sales, a result that will be 21% higher than that which was registered in 2013, reaching 104 million requests. This is some of the key data presented in the 30th WebShoppers report, released in July by E-bit, a company specialized in e-commerce information.
In this first half, the number of orders reached 48.17 million compared to 35.54 million in the first half of 2013. However, the average ticket was registered as R$ 333,40. One of the factors responsible for this growth in sales is, according to the report, is that new consumers are entering online retail sites, which up until June totaled 5.06 million. A total 25.05 million consumers shopped on the Web in the first half of the year. By the end of 2014, E-bit expects the Brazilian online stores to reach 63 million one-time consumers, who have already made at least one purchase over the Internet.
- World Cup boosts TV sales
he World Cup boosts TV sales And sales of products related to the event
The World Cup helped increase the volume of e-commerce sales, as occurred with the last editions of the event. However, only 11% of the respondents said they had been motivated to buy a product because of the World Cup. During the period prior to the event, there was an increase in TV set sales and products related to the event such as team shirts and footballs.
Products with the World Cup “appeal” that had more concentrated sales in the online channel were smartphones, GPS with TV, digital cameras, cell phones, tablets and games/ football games. The sales share (number of orders and financial volume) for TV sets in the Electronics category grew in e-Commerce in the months prior to the World Cup. If in January 2014, TV Purchases had accounted for 39% in the Electronics sale category, this index in June reached 48%.
- Fashion continues leading among most sold categories
The Fashion and Accessories category keeps the leadership positions conquered a year ago in e-commerce sales in Brazil. With and 18% participation in the total volume of orders, it is followed by Cosmetics and Perfumery/Health (16%), Appliances (11%), Books/Subscriptions and Magazines (8%) and Telephony/Mobile phones (7%) and Computers (7 %).
- Mobile commerce grows 84% in a year
As a trend that has already been pointed out by experts and by WebShoppers itself in the previous edition, sales performed through mobile devices have been increasing year after year, a result of the increasing use of cell phones by the population, as well as tablet purchases.
In the first six months of this year, the mobile device sale share rose from 3.8% (June 2013) to 7% (June 2014), an 84% increase in one year. In 2014, 2.89 million orders were performed, generating R$ 1,13 billion in sales.
“Mobility has been attracting the attention of companies that realize this change in consumer behavior. Due to this, they begin developing their sites and applications to meet the needs of this channel, in addition to taking care of security so that their customers can enjoy the mobile convenience without being afraid, ” states Guasti.
When considering the Consumer´s profile, 57% are women and, among them, the majority age group is 35 to 49 years old. Socio-economic classes A and B account for 64% of the m-commerce users, according to the report.
- Net Promoter Score exceeds 60%
With support from the Brazilian Chamber of Commerce (Camara-e.net), the Federation of Commerce for Goods, Services and Tourism of the State of São Paulo (FecomercioSP) and the Brazilian Association of Commerce (ABComm), WebShoppers also published the price analysis for the sector through the FIPE /Buscapé Index and the Net Promoter Score (NPS) indicator, which directly measures the satisfaction and consumer experience during the online purchase.
In this first half of the year, there was an improvement in the Net Promoter Score (NPS) indicator, from 58.96% (June 2013) to 60.46% (June 2014), which represents a significant improvement in the satisfaction and loyalty of e-consumers. Already the participation of free shipping on purchases fell from 62% (June 2013) to 50% (June 2014), which demonstrates a more conscious of this incentive offer by virtual stores for consumers.
The FIPE/Buscapé Index pointed out a -0.34% average monthly drop in the in prices, from March to June 2014. From the nine months in which there was an increase in prices, four are concentrated in the second half of 2013 due to the impact of the aprox.16% devaluation of the real in the short term for prices of imported products which are very significant in e-commerce, such as electronics, computers, telephony, and photography.
From the ten product groups analyzed by the indicator during the first half of 2014, six showed a reduction in prices and four recorded higher prices. The group with the greatest reduction was Fashion & Accessories ( -8.61).
The full report will be available for free download at the site www.ebit.com.br/webshoppers .