Buying online is still not the majority practice
eMarketer estimates retail ecommerce sales in Brazil will grow 11.7% in 2014 to reach $13.37 billion. This represents a slight decrease from the 14.8% expansion registered in 2013, as well as the last year before retail ecommerce sales in Brazil are expected to drop to single-digit growth rates.
While still in a relatively early stage of ecommerce development, these numbers place Brazil as the 10th largest market worldwide in 2014 ranked by retail ecommerce sales, trailing South Korea by $3.47 billion and leading Denmark by $4.64 billion.
The sheer size of Brazil’s internet space already makes it a sizeable market. eMarketer estimates Brazil will have 107.7 million internet users in 2014, 37.7% of whom will make a digital purchase. This represents a market of 32.9 million consumers buying via digital channels and amounts to 36.4% of all digital buyers in Latin America.
Still, these penetration levels are substantially lower than those of more developed markets such as the US, where 74.4% of internet users are expected to make a digital purchase in 2014. And while Brazil has more digital buyers than any single neighboring country, the share of internet users buying via digital devices is just slightly higher than the Latin American average of 34.4% and is lower than Argentina’s 47.4%. At the current pace, even by 2017, only 41.5% of Brazil’s internet users will buy digitally.