E-commerce grows 41% in Brazil in a pandemic year, says Ebit|Nielsen

55% of online purchases were made by cell phone; the number of orders reached 194 million in 2020

Mobile E-commerce
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Brazilian e-commerce sales grew 41% in 2020, handle BRL 87.4 billion, as reported in Webshoppers 43 Ebit|Nielsen & Bexs Banco report. Brazilians made 194 million purchases on the Internet, an increase of 30% over the previous year. 43% of this volume of purchases offered free shipping, which is pointed out as a motivator.

Most part of the purchases, 55.1%, were made by cell phone, which represents BRL 45.9 billion – an increase of 79% compared to 2019 and 176% over 2018. 106.6 million orders were placed via mobile.

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The Southeast consumer led the volume of purchases, being responsible for 52% of online shopping. The Northeast was the region that grew the most compared to the previous year: if in 2019 it was responsible for 18.5% of shopping in e-commerce, last year it was responsible for 31.7%.

Marcelo Osanai, head of e-commerce at Ebit|Nielsen, said that the Brazilian quickly joined the online shopping environments. “This process matured very quickly because of the pandemic. And traders were able to turn the difficulty into greater gains by offering an agile, reliable and efficient service,” he said.

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E-commerce sales were even more concentrated in department stores, according to Ebit|Nielsen. This segment contributed with 84.3% of total sales, followed well behind by sporting goods (+ 2.8%), IT (+ 2.4%), clothing (2.2%) and self-service (1.8%).

Another curiosity was the consumer’s journey. Search engines and social networks are the main way to start buying products.

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