Whilst ecommerce in Brazil is still dominated by computers, sales from mobile devices are making rapid gains, according to a new report.
The report by Brazilian ecommerce association ABComm showed mobile’s share leaping from 21 per cent to 32 per cent of the total market between 2014 and 2015.
Ecommerce conversion rates for consumer goods online retailers experienced slightly more modest growth over the same period, with mobile growing from a 13 per cent to a 19 per cent market share.
The retail ranking and reviews website E-bit Informação reported back in 2015 that mobile sales account for only 12 per cent of ecommerce sales by volume in Brazil. Brazilian online shoppers may be browsing from their smartphones and tablets, but they are far more likely to close the deal on a desktop computer. They also spend more when shopping on a desktop device.
E-bit’s research shows that ecommerce customers in Brazil tend to be aged 35 and over, with the 35-49 age group being the most likely to buy online. The South East region of Brazil overwhelmingly dominates the customer base, with 64.5 per cent of all ecommerce orders coming from the region. By contrast, the second-placed region, the South, represented just 13.7 per cent of orders.
The most popular categories for online purchases are home appliances, which account for a quarter of all sales, followed by mobile phones at 18 per cent of sales, electronics at 12 per cent, and computers and accessories, also at 12 per cent.
The ecommerce marketing site eMarketer estimates that retail ecommerce spending in Brazil grew from £11.6 billion in 2014 to £13.4 billion in 2015. The same site predicts that spending will total £15.2 billion by the end of this year, growing to £20.3 billion in 2019.