Brazilian E-commerce Generates R$61.9 Billion in 2019, up 16.3 Percent from 2018
RIO DE JANEIRO, BRAZIL – The year 2019 was particularly good for Brazilian e-commerce. Last year, the sector reported revenues of R$61.9 billion, a result 16.3 percent higher than the figures recorded in the previous period in 2018.
The data are part of a survey conducted by Ebit | Nielsen, a global assessment and data analysis company.
The final result for 2019 exceeded the projections of the 40th Webshoppers Report, a study on Brazilian e-commerce and a reference for professionals in the sector. The study projected revenues of R$59.8 billion for the period.
Also according to Nielsen data, the number of orders last year was also higher than in 2018, totaling 148.4 million purchases in 2019 compared to 122.7 million.
However, not all figures reported growth. The average digital retail bill, a figure that shows how much each client spends on online purchases, stood at R$417 in 2019, a result that represents a 3.9 percent drop from the 2018 figures, when the average purchase was R$434.
According to Ebit | Nielsen, this change in the average digital retail bill could be seen during the Black Friday period, when sales increased, but the average amount spent by buyers was lower when compared to 2018.
“In the analysis of the latest Ebit | Nielsen reports, we noticed an upward trend in the volume of internet purchases, with increasing sales through the mobile channel, as occurred on Black Friday – when 55 percent of orders were placed through cell phones and tablets,” explains Roberto Butragueño, Director of Retail and E-commerce Services, Nielsen Brasil.
“This, consequently, leads to a lower average bill. In other words, we have growth in the shopping frequency, driven by more dynamic consumption categories,” Butragueño adds.
Expectations for 2020
Ebit | Nielsen’s estimate for 2020 is that the growth of Brazilian e-commerce should continue, driven by the inflow of new players, mainly from the Food and Beverage sector, categories that have ensured the involvement and loyalty of a more frequent consumer in online purchases, according to the consultancy.
For this year, the company estimates that Brazilian e-commerce will reach a turnover of R$74 billion, which would represent an increase of 19.5 percent compared to last year.
(Source: Infomoney)
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