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In Brazil, Focus Turns to Ecommerce as Digital Matures

Brazil ranks second among the BRIC countries for time spent with retail sites

March 20, 2014 | Retail & Ecommerce

Despite some broader economic wobbles, Brazil’s digital ecosystem has continued to grow at a healthy pace as the country’s expanding middle class taps into the internet via computers, mobile phones and tablets, according to a new eMarketer report, “Brazil Digital 2014: More Users and Faster Networks Drive a Maturing Market.”

Brazil has essentially completed the first phase of digital adoption, and this year will mark the tipping point as more than 50% of the population—107.7 million individuals—uses the internet. Now comes the next stage of development—which in other economies has involved increased ecommerce, mcommerce and the blurring between online and offline media.

Internet Users and Penetration in Brazil, 2011-2017 (millions, % of population and % change)

Ecommerce in Brazil is a rapidly expanding market, and eMarketer estimates that in 2014, there will be 71.8 million consumers browsing for products and services via digital devices.

Those who actually purchase online are considerably less common: We expect there to be 32.9 million digital buyers this year, or 37.7% of the country’s internet users.

According to comScore Media Metrix data from June 2013, 77.3% of internet users in Brazil visited retail sites, ranking the nation second among the BRIC countries—Brazil, Russia, India and China—behind only China’s 84.1% reach and above the worldwide average of 74.4%. However, Brazil’s internet users spent significantly less time with online retail than their counterparts in China. Still, time spent on retail sites was far ahead of averages in Russia and India.

Internet Users in BRIC Who Visit Retail Sites, June 2013 (% reach and average minutes per visitor)

In an IBOPE e-commerce report, retail and auction sites were the top two business-to-consumer ecommerce site categories ranked by time spent between March and August 2013, with group-buying websites in a distant third place. Price comparison websites—generally assumed to be popular pit stops for online shopping—ranked fifth in terms of time spent.

Time Spent on B2C Ecommerce Sites Among Internet Users in Brazil, by Type, March-Aug 2013 (mins:secs)

Mobile commerce is still taking its first few steps. In its August 2013 roundup of the state of mcommerce in Brazil, e-bit showed mobile purchases accounting for 3.6% of total ecommerce transactions that month.

The full report, “Brazil Digital 2014: More Users and Faster Networks Drive a Maturing Market,” also answers these key questions:

  • What is the size of Brazil’s digital market, and what devices are used most to access the internet?
  • How much time are consumers in the country spending with digital, and how are they allocating that time?
  • What are some main characteristics of time spent with social media and ecommerce in Brazil?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.


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