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Brazil is the only country in Latin America to crack the top 10 worldwide retail ecommerce markets, according to eMarketer’s latest estimates of retail sales, online and offline, around the globe. Despite double-digit growth forecast for Brazilian ecommerce sales through 2018, we expect it to remain in 10th place, just behind Russia, throughout our forecast period.
By that time, total retail sales will surpass half a trillion dollars annually in Brazil, and the internet will account for just under 5% of the total. eMarketer’s estimates of retail and retail ecommerce sales exclude purchases of travel-related products and services.
Double-digit growth in retail ecommerce sales is expected to continue in Brazil for several years, but it’s already slowing significantly compared with 28.0% growth in 2013 and a 22.0% increase in 2014.
Digital buyers in Brazil are keeping their eyes on apparel. According to e-bit, fashion and accessories made up 18% of retail ecommerce transactions in H1 2014. The next largest share came from health and beauty aids (16%), then household appliances (11%), books and magazines (8%), telephones and mobile phones (7%), computers (7%), home decorations (6%), consumer electronics (6%), sport and leisure (5%) and toys and games (2%).
In July 2014, when A.T. Kearney surveyed internet users in Brazil who had made a purchase during the previous three months, it found 86% had purchased electronics during that period. Fashion and apparel (75%) and books (75%) were tied for the second most popular category, followed by home appliances (70%), services (70%), tickets (65%), music and games (62%), beauty products (59%), sports and outdoor products (49%) and home furnishings (48%).
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