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Ecommerce in Brazil Gets More Mobile

Mobile phones account for a far greater share of sales than tablets

March 18, 2016 | Retail & Ecommerce

Mobile is making up a greater share of digital purchase in Brazil, according to research. And in H2 2015, that share grew rapidly.

Retail Mcommerce Order Share in Brazil, June 2012-Dec 2015 (% of total retail ecommerce orders)

According to E-bit Informação, the share of retail ecommerce orders in Brazil that were made via mobile devices reached 14.3% in December, up from 10.1% in June. That was sharper growth than previously seen; the retail mcommerce order share grew just 1 point from December 2014 to June 2015.

The figures don’t include purchases made via mobile apps, so the total retail mcommerce share is likely somewhat higher.

Criteo reported that in Q4 2015, 18.6% of all ecommerce transactions across its user base in Brazil were mcommerce. That was up from 10.% a year earlier.

Most of those transactions occurred on mobile phones, Criteo found: 15.0% of the total, vs. 3.5% on tablets.

Holiday Season* Retail Mcommerce Sales Share in Argentina, Brazil and Mexico, by Device, 2015 (% of holiday season* retail ecommerce sales)

According to Adobe, mobile phones accounted for a significantly larger share of holiday season retail ecommerce sales in Brazil than in nearby Mexico or Argentina. In Brazil, nearly a third of holiday digital sales occurred on mobile phones; an additional 4% were transacted on tablets. That compared to a total mcommerce sales share of 18% in Mexico and 19% in Argentina—well under the share in Brazil just from mobile phones.

Earlier research has indicated that multidevice users in Brazil are about equally happy to complete a purchase on any device. But mobile phones have greater reach in the country than tablets.

eMarketer estimates that retail ecommerce sales in Brazil will reach $22.12 billion this year, up 13.5% over 2015. That figure will amount to just 3.6% of total retail sales in the country.

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