In its latest roundup of Brazil’s online retail space, ecommerce data provider e-bit recorded BRL28.8 billion ($13.33 billion) in sales for 2013, a 28% expansion over 2012 retail ecommerce sales in the country and an upward adjustment from the BRL28.0 billion ($12.96 billion) forecast in March 2013.
Much of this growth was driven by an accentuated rise in the number of consumers buying digitally. According to e-bit, 51.3 million people made at least one digital purchase in Brazil last year, a 21.6% year-over-year increase and almost three times the amount recorded in 2009.
Fashion and accessories was the leading category for products purchased online in 2013, accounting for 19% of ecommerce transactions. This comes as the culmination of a growing trend in online clothing buying in Brazil as the category continues to evolve its role as the gateway product for new digital buyers.
The online popularity of fashion and accessories also pushed home appliances from first to third place in terms of market share, leaving the category with a 10% share of sales. Also noteworthy, compared with 2012, beauty and personal care products jumped from 12% to 18% of total orders, while computers and computer-related goods fell from 9.1% to 7%.
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