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Webshoppers: 30 Edition
Webshoppers: 30 Edition
Webshoppers: 30 Edition
REPORT
2014
30TH EDITION
APOIO:
Índice
What WebShoppers is ............................................................................................................. 3
E-bit ............................................................................................................................................... 4
E-bit Products ............................................................................................................................. 5
Methodology ................................................................................................................................ 7
Executive Summary ................................................................................................................... 8
Chapter 1- 1st Semester Results and Expectations for the 2nd Semester ............. 11
Chapter 2-The World Cup´s Impact on e-commerce .................................................. 22
Chapter 3-M-Commerce: Buying Behavior ..................................................................... 32
Chapter 4-FIPE/Buscapé Index ........................................................................................... 40
Credits and Final Observations ........................................................................................... 47
For consumers, the E-bit store certification helps to increase online purchase
trust. Through classifications with medals (diamond, gold, silver and Bronze),
which confirm the quality of the services provided by the retailer, consumers
find arguments that help their decision process.
Find out more about E-bit and its main products, below.
• E-bit Help - An exclusive and free service, which seeks to assist consumers´
contact with virtual stores. E-bit Help aims to reduce the difficulty and time
spent by consumers when trying to communicate with stores, in case they do
not receive the purchased product.
• e-Dashboard - A modern tool that provides daily information with market and
online store evolution, featuring data which includes: number of orders, billing,
average ticket, number of one-time consumers, geographic region share,
category market share (computers, electronics, etc.), purchase motivators,
delivery status, payment forms used, among others.
• Top Hits – -Presents the products that are most sought after by Brazilian
e-consumers, with detailed information about each category and subcategory´s
share, with data from the Buscapé network.
E-bit data is also collected with online buyers, after purchases. The E-bit
certification service allows consumers to evaluate after-sales services, client
services, and the probability they will return to the virtual store, and the %age
index that they will refer this store to friends and relatives, known as NPS (Net
Promoter Score).
Equipe E-bit
• The number of orders during this period reached 48.17 million, 36% higher
than the first half of 2013. The average ticket was registered at R$ 333, 40, which
in this case was lower since the previous period registered a R$ 359, 48 average
ticket.
• For the second half of 2014, the forecast is to have a growth approximately
15% growth in the e-commerce sector. According to E-bit, revenue in 2014 is
expected to reach R$ 35 billion. This value represents a 21% nominal growth
rate compared to 2013 reaching 104 million Brazilian e-commerce orders.
• E-commerce gained 5.06 million new customers in these first six months of
the year. They made their first purchases online, marking a 27% increase
compared to the first half of 2013. The number also affected the sum of 25.050
million e-consumers who performed purchases during this time.
• By the end of 2013, 51.3 million e-customers were quantified. With a forecast
of having 11.6 million new e-consumers until the end of 2014, Brazilian
e-commerce is expected to reach 63 million one-time e-consumers, those who
have already performed at least one purchase in a Brazilian site.
• In regards to the profile, the survey showed that 57% of m-consumers are
women, in the 35 to 49 year old age group (39%). Men represent the remaining
43%, following the average female age. Socio-economic Class A and B account
for 64% of the m-commerce participants, while C and D classes represent 25%.
The other 11% did not want to report their income.
• Products with a World Cup "appeal" that were more concentrated on the
online sales channel were: smartphone, GPS with a TV, digital camera, mobile
phone, tablet and games / football games. In addition, in the offline channel:
soccer balls, t-shirts and barbecue grills and coolers.
• TV sets had increased sales in the first half of the year due to the World Cup.
In January 2014, the product represented a 39% share in sales within the
Electronics category. In June 2014, this reached 48%.
• Only 11% of the respondents mentioned the World Cup as motivation for the
purchase of any of the related products. The majority, 88% of the consumers
performed purchases with other objectives and 1% could not answer.
• In the first six months in 2014, the NPS index has shown improvements on a
monthly level, starting at 49.45% (January /2014) and reaching 60.46%
(June/2014), except for a small reduction compared to 60.82% on the previous
month (may /2014). In the 12 calendar months, the NPS ranged between
58.96% (June/2013) and 60.46% (June /2014), with the greatest reduction in
• When comparing the first half of 2014 to the same period in 2013, the FIFE /
Buscapé price index had a -1.46% reduction. From the 142 categories compared
in the period, 84 had an average price increase of 3.77% and 58 categories had
an average price reduction of -4.83%. During the period, there was a price
reduction in six of the ten researched groups and increases in four of them. The
group with the largest reduction was Fashion and Accessories (-8.61%),
followed by Telephony (-7.10%), and Electronics (-5.64%).
• Increase of TV sales in the first half of the year due to the World Cup. In
January 2014, the product represented 39% of the sales share within the
Electronics category. In June 2014, it reached 48%.
• In the first half of 2014, the sector gained 5.06 million new consumers. They
inaugurated their online purchases, representing a 27% growth rate compared
to the first half of 2013.
All of this shows that not only the use of mobile devices has grown, but that the
stores are taking advantage of this movement and offering a better navigation
experience for consumers.
In the first half of 2013, compared to the first half of 2012, there was a 25%
increase in sales, while the number of transactions increased by 20%. This year,
the increase in the number of transactions represented a 36% growth.
The increase in sales was most significant in the first quarter of the year, being
29% higher than the same period in 2013. However, in the second quarter the
average ticket value growth sustained the sales growth, as the volume of orders
was practically stable compared to the same period last year. In the month of
June this year, there was a reduction in the volume of orders compared to June
2013.
Sales (billions)
R$ 12,74
1S13
R$ 16,06
1S14
Source: E-bit information (www.ebitempresa.com.br)
This number is greater than the same period in 2013, when 3.98 million people
become customers of virtual stores – a 27% increase compared to the previous
year, which helped reach the 25.05 million e-consumers who made purchases in
that time period.
5,06 milion
1st Sem 2014 27% Growth
3,98 milion
1st Sem 2013
4,64 milion
1st Sem 2012
3,97 milion
1st Sem 2011
2,32 milion
1st Sem 2010
2,5 milion
1st Sem 2009
Source: E-bit information (www.ebitempresa.com.br)
The increase of new e-consumers helped increase a group that was registered
as 51.3 million by the end of 2013- the year when 9.2 million new online
consumers were registered. By the end of the year, the forecast is to have 11.6
–million new e-consumers, and at this rate reach 63 million one-time
e-consumers, those who have already made at least one online purchase on a
Brazilian site.
In millions
1º Sem 2014
42.2
e-consumers until1º
2012
Sem 2013
9.2
1º Sem 2012
New e-consumers 2013
51.3
Total e-consumers until 2013
11.6
Forecast for new e-consumers until 2014
63
Total forecast for e-consumers 2014
63
51,3
50
42,2
40
32
30 23,4
17,6
20
10
In the first six months of 2014, the indicator has shown monthly improvements,
starting at 49.45% (January/2014) satisfaction and reaching 60.46%
(June/2014), except for a small reduction compared to the 60.82 % in the
previous month (may/2014).
In the 12 months, the NPS was between 58.96% (June/2013) and 60.46%
(June/2014), with larger reduction in December 2013, with 46.93%, when the
number of orders goes up considerably with the demand for items during the
Black Friday and end of the year festivities.
* ® Net Promoter, Net Promoter system and NPS are trademarks from Bain & Company, Inc., Satmetrix Systems,
Inc. and Fred Reichheld
6/13 7/13 8/13 9/13 10/13 11/13 12/13 1/14 2/14 3/14 4/14 5/14 6/14
Top 10 categories
By volume of orders
Once again, the Fashion and Accessories category is leading e-commerce sales
in Brazil. For exactly one year (from the first half of 2013), this category appears
in first place and seems to prove it will keep its position for years to come. With
18% of the total volume of orders, it is followed by Cosmetics and Perfumery /
Personal Care and Health Care (16%), Appliances (11 %), Books / subscriptions
and Magazines (8%) and Telephony/Mobile phones (7 %), next to Computers
(7 %), to name the "Top Five" (or Top Six, since these last two categories are
equivalent).
By placing numbers next to the WebShoppers 28th Edition, for the first half of
2013, we noticed changes in some categories´ positioning. Cosmetics and
Perfumery/Personal care and Health, which was in third place, went up a level
and swapped places with Appliances. Computers, which was fourth, dropped
two positions now.
Electronics 6%
Free shipping
The free shipping policy proves to be a great motivator to attract online
consumers. One more factor to help the store have the client´s preference and
so that consumers can save when purchasing a product over the Internet to be
delivered at home. This marketing strategy still demonstrates strength and
appeal for the national players, and most of them have adopted the practice (as
suggested by the chart). In June 2013, 62% used this resource and 38% paid for
shipping, but this year in the same month the scenario changed, with a 50%
free shipping adoption rate.
49,59% 50,41%
jun/14
48,51% 51,49%
may/14
52,17% 47,83%
apr/14
50,73% 49,27%
mar/14
50,88% 49,12%
feb/14
49,38% 50,62%
jan/14
50,25% 49,75%
dec/13
50,59% 49,41%
nov/13
52,25% 47,75%
oct/13
53,05% 46,95%
sept/13
56,40% 43,60%
aug/13
60,72% 39,28%
jul/13
62,34% 37,66%
jun/13
M-Commerce in Brazil
For a while, Mobile Commerce (or commerce performed through mobile devices
such as smartphones or tablets) has demonstrated strong and growing
participation among Brazilian users. In 2011, it was still very new, and since
2013, the transaction volume percentage in e-commerce practically doubled:
from 3.6 % registered in June 2013 to 7% in June 2014.
This increase was due to the increase in the demand for this type of appliance,
as we can notice through this study, along with the technological development
and preparation of online commerce companies, which are paying more and
more attention to the mobile sales opportunity format for their platforms.
7,0%
3,6%
1,3%
0,3%
0,0%
• The TV purchase anticipation will not allow for a higher number of sales of that
product in the second half.
• The election factor affecting the market behavior and consumer trust
negatively, as they become retracted before the scenario.
In 2014, and with the World Cup being hosted in Brazil, E-bit once again
performed a market analysis during the period prior to the competition with the
objective of discovering how it would affect online retail. The survey was
conducted in April 2014 and presents sales results from the six months
preceding the study.
Methodology
The quantitative research was carried out through a structured questionnaire
filled out online. The target audience was virtual consumers who shopped on the
Internet during the last 12 months (E-bit Panel). Data collection was made from
April 11th, 2014 to April 28th, 2014 with 1,487 responses.
The study sought to identify the categories of products related to the worldwide
competition purchased within six months prior to April 2014 through the online
channels (e-commerce sites) and offline (physical stores), and understand if the
purchases were motivated by the football event or not. The intention was to
present the impact on online sales.
90% 90% 91% 91% 92% 94% 94% 94% 95% 98%
10% 10% 9% 9% 8% 6% 6% 6% 5% 2%
Console Grill Partable GPS Football Barbecue Home Micro Cooler Projector
game Sound with TV Grill theater system
System
On the other hand, the products that had a higher sales concentration in both
channels were football, t-shirts, Grills, and coolers.
52% 53% 40% 69% 26% 35% 54% 43% 36% 43%
34% 39% 49% 22% 68% 53% 36% 43% 53% 41%
Console Grill Portable GPS Football Barbecue Home Micro Cooler Projector
game Sound with TV Grill theater system
System
Purchased in the physical store Purchased on the Internet Purchased at a physical store and on the Internet
11% YES
88% NO
1% I CANNOT ANSWER
If we relate the purchases based on the motivation of the World Cup, whether
through an offline or online channel, the products that had an increased demand
were TVs, t-shirts, football team shirts and footballs.
It is worth stating, however, that the percentage of all of the products is too
small, since only 11% (as mentioned previously) of the respondents claimed to
have bought a product motivated by the World Cup.
For example, from the 28% that purchased a TV set in the past six months, only
3.6% did so due to the sports event; and from the 40% who bought a t-shirt, only
3.1% mentioned that this was due to the World Cup.
40% 40%
35%
28%
26%
17% 17%
13%
11%
3,1% 3,6%
2,8%
0,5% 0,5% 0,6% 1,2% 1,5% 0,5%
10% 10% 9% 9% 8% 6% 6% 6% 5%
2%
2,6%
0,4% 0,3% 0,3% 0,3% 0,2% 0,4% 0,3% 0,3% 0,2%
Console Grill Portable GPS Football Barbecue Home Micro Cooler Projector
game Sound with TV Grill theater system
System
To evaluate the purchase intention one month before the World Cup and during
the event (May, June and July 2014, three months after the survey period); E-bit
also asked which products the consumer would be interested in.
The highlights were smartphones (28%) and TVs (27%), tablets (20%) and t-shirt
(15 %)-repeating some of the most mentioned categories in the previous six
months.
93% 93% 95% 96% 96% 97% 97% 98% 98% 98%
7% 7% 5% 4% 4% 3% 3% 2% 2% 2%
Console game GPS Micro Barbecue Grill Grill Soccer Portable Projector Football Cooler
with Tv system Boots Sound
TV Sales
Even with the purchase intention encouraged by the World Cup for only 27% of
the respondents, the TV sets had increased sales participation in the months
leading up to the tournament, within the Electronics category.
The volume of orders increased from 36% in February 2014, in an upline reaching
48% in June 2014, a 12% increase.
47% 48%
44%
36% 39%
Samsung 38
38
LG
28
Sony 8
Philips 8
AOC 5
Others
13
Final observations
• E-bit concluded, through this study, that the greatest demands included the
following products: t-shirts, smartphones, mobile phones, TVs and tablets
(survey with suggested answers).
• These products were the most purchased and had the highest purchase
intention, since October 2013
• From the World Cup "appeal" products, the products with the greater
concentration of sales through the online channel were smartphones, GPS with
TV, digital cameras, mobile phones, tablets and games/ football games.
• On the other hand, the greatest concentration of sales through the offline
channel were footballs, shirts, Barbecue Grills, and coolers.
• Only 11% claimed to have bought the products motivated by the World Cup
and the products with the highest percentage of purchases motivated by the
World Cup were: TVs, t-shirts, football team t-shirts and footballs.
• The brands that stood out were Samsung and LG, dominating the list of the ten
best-selling models during that period.
• The growth in the use of mobile phones in the world is impressive. Currently,
there are more than 6.5 billion active lines across the planet, an average of
almost one line per inhabitant. In Brazil, there are almost 1.4 active lines per
inhabitant (source: Anatel).
• With this rapid growth, we see the adoption of the use of mobile phones and
tablets to verify product information, perform price comparisons and shop using
these mobile devices. Consumers are more and more mobile, buying at home,
at street stores and in shopping malls and they expect stores to understand this
behavior. On the 29th edition of the WebShoppers report, we explored this
Omnichannel behavior.
• Retailers who still do not understand this change in consumer behavior will
lose approximately R$ 2.5 billion in sales in 2014 (estimate of the total amount
spent on purchases through mobile devices).
The average ticket, however, was reduced by 11% to R$ 391, in this same
comparison.
Jan 10 0,0%
Jun 10 0,0%
Jan 11 0,1%
Jun 11 0,3%
Jan 12 0,8%
Jun 12 1,3%
Jan 13 2,5%
Jun 13 3,6%
Jan 14 4,8%
Jun 14 7,0%
60%
40%
Smartphone Tablet
Thus, the Fashion and Accessories category also leads sales (17.5%), followed by
Cosmetics, Perfumery and Health (17.4%) and Appliances (11.1 %), Books and
Subscriptions to Magazines and Newspapers (8.8%) and Home and Decor
(7.5 %), to name the top five.
1º 2º 3º 4º
17,5% 17,4% 11,1% 8,8%
Fashion Cosmetics and Appliances Books / Signatures
and Accessories Perfumery / Health and Magazines
5º 6º 7º 8º
7,5% 5,4% 5,3% 4,8%
Home and Decor Electronics Sports and Leisure Mobile phone
and Smartphone
9º 10º
4,4% 3,5%
Computers Food and Beverages
For example: food and beverages are in first place, with 8.9% of order per-
formed through mobile resources. Following, in order: Collectibles (6.4 %), Pet
Shop (6.4%) Sex Shop (6.3%) and Babies and Company (6.2%), which complete
the Top 5.
All of this information still indicates that m-commerce has not reached double
percentage digits for purchase share by category-not even in general
e-commerce, and the forecast would be near this by the end of this year.
1º 2º 3º 4º 5º
8,9% 6,4% 6,4% 6,3% 6,2%
Food and Collectibles Pet Shop Sex Shop Babies and
Beverages Company
Source: E-bit information (www.ebitempresa.com.br) period: 1st Semester 2014
The men, who correspond to the remaining 43%, have an age participation that is
similar to the female average (as shown below).
What is possible to observe is that even with the growing sales of smartphones
to classes with lower purchasing power, mainly the families that have higher
incomes use these mobile devices to perform virtual purchases. The trend,
however, is to reach a balance, as already occurs with general e-commerce. In
this comparison, the largest purchase share is also concentrated among classes
A and B, with 48%, but it is close to classes C and D, with 45%.
25% 11%
M-Commerce 64%
2,50%
2,39
2,00%
1,35%
1,00%
0,90%
1,50%
0,59%
1,00%
0,17%
0,04%
0,24%
0,14%
0,50%
0,00%
-0.03%
-0,50%
-0,05%
-0,19%
-0,25%
-0,26%
-0,28%
-0,32%
-0,40%
-0,34%
-0,36%
-0,37%
-0,34%
-0,42%
-0,44%
-0,52%
-0,64%
-0,64%
-1,00%
-0,73%
-0,73%
-0,74%
-0,79%
-1,06
-1,18%
-1,22%
-1,21%
-1,50%
-1,28%
-1,19%
-1,42%
-1,42%
-2,00%
-2,44%
May/11 -2,41%
-2,50%
Jan/12 -2,85%
-3,00%
Feb/11
Mar/11
Apr/11
Jun/11
Jul/11
Aug/11
Set/11
Oct/11
Nov/11
Dec/11
Feb/12
Mar/12
Apr/12
May/12
Jun/12
Jul/12
Aug/12
Spt/12
Oct/12
Nov/12
Dec/12
Jan/13
Feb/13
Mar/13
Apr/13
May/13
Jun/13
Jul/13
Aug/13
Sep/13
Oct/13
Nov/13
Dec/13
Jan/14
Feb/14
May/14
Apr/14
May/14
Jun/14
Annual variations
Considering the 30 annual variations (t/t-12) in the FIPE /Buscapé Index series,
there was a price reduction in 29 periods and increases only when compared to
the previous year in November 2013, according to figure 2. From November
2012 on, there is a tendency to reduce the negative annual variations of the
FIPE /Buscapé Index also as a partial reflection of the Exchange rates –
Figure 2-Annual Variations of the FIPE /Buscapé Index (month t/month t-12)
May/14
May/12
May/13
Aug/12
Mar/14
Aug/13
Mar/12
Mar/13
Nov/12
Dec/12
Nov/13
Dec/13
Jun/14
Feb/14
Jun/12
Sep/12
Feb/12
Apr/14
Jan/14
Sep/13
Jun/13
Apr/12
Jan/12
Feb/13
Oct/12
Apr/13
Jan/13
Oct/13
Jul/12
Jul/13
-0,42%
-0,77%
-1,36%
-1,27%
-1,22%
-1,48%
-1,66%
-1,78%
-1,99%
-2,78%
-2,83%
-4,24%
-4,59%
-4,94%
-4,87%
-5,22%
-6,13%
-6,42%
-7,02%
-7,67%
-7,79%
-7,89%
-8,29%
-8,92%
-9,25%
-9,32%
-9,64%
-9,73%
-9,81%
-9,85%
Among all of the categories that are part of the FIPE/Buscapé Index, the
following items had an annual price reduction highlighted in the first half of
2014, besides those already mentioned: "football boot" ( -17.01), "dock station"
( -10.17), "football team shirt" ( -9.40), "e-book reader" ( -5.36%) and "tablet"
( -5.30). The following were highlighted due to price increases: "memory for PC"
(27.67%) "automotive DVD monitor" (8.44%) "processor" (8.32 %), "mini vehicle"
(7.73%) "cooler for drinks" (6.48%) and "PC" (6.01 %).
Figure 3-Annual Variations in the FIPE/Buscapé Index (1st Sem 14/1st Sem 13)
3,81%
Appliances
Cosmetics and Perfumery 2,15%
Figure 5- Annual Variations of the Buscapé Index, IPCA Index and the Difference
(month t/month t-12)
7,50
5,00
2,50
0,00
-2,50
-5,00
-7,50
-10,00
-12,50
-15,00
1/12
2/12
3/12
4/12
5/12
6/12
7/12
8/12
9/12
10/12
11/12
12/12
1/13
2/13
3/13
4/13
5/13
6/13
7/13
8/13
9/13
10/13
11/13
12/13
1/14
2/14
3/14
4/14
5/14
6/14
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We reinforce that the data is E-bit´s propriety, and therefore, those who use it
must always inform the source, in order to enhance the credibility of the
information and avoid that data disclosed by the company is attributed to
other sources.
negocios@ebit.com.br
+55 11 3848-8730