Ecommerce Sites in Brazil Embrace Social Media - eMarketer

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Ecommerce Sites in Brazil Embrace Social Media

Facebook is the most commonly used platform

June 2, 2016

The majority of ecommerce sites in Brazil use social media for sales and marketing, according to research from PayPal Brasil and BigData Corp. March 2016 research revealed that among those sites that use social media for such purposes, Facebook is the most popular platform to use.

Ecommerce Sites in Brazil that Use Social Media for Sales and Marketing, March 2016 (% of sites analyzed)

About 60% of ecommerce sites in Brazil use social media for sales and marketing, although very little referral traffic comes from social media. Regardless of that fact, the majority of ecommerce sites still find it worthwhile to try and create brand presence on social media sites.

But while digital buyers may not be traveling to ecommerce sites directly from their social media pages, data from PricewaterhouseCoopers (PwC) shows that buyers aren’t opposed to viewing ads on social media.

Social Media Activities that Influence Their Digital Shopping Behavior According to Digital Buyers in Brazil, Chile and Mexico, Sep 2015 (% of respondents)

While reviews, comments and feedback are most likely to influence digital shopping behavior when using social media, 43% of those surveyed said ad viewing does influence them. It’s worth noting, however, that this figure is slightly lower than digital buyers in Chile or Mexico—so it’s not as though social is beloved when it comes to ecommerce in Brazil.

That's made all the more clear by August 2015 research from Pitney Bowes, which claims that only 21% of digital shoppers in Brazil turn to social media specifically to research products.

And that’s not all—just 15% of those surveyed by Pitney Bowes say they would make a purchase via social media, a very low figure given the growing importance of both ecommerce and social media.

eMarketer forecases 10.1% growth in the number of digital buyers in Brazil over 2016, so it’s clear that buyers in Brazil are open to ecommerce and buying online—they just aren’t interested in the intersection of commerce and social media.

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