Internet Users in Brazil Purchase a Range of Products Digitally - eMarketer

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Internet Users in Brazil Purchase a Range of Products Digitally

Larger purchases, like cars and airline tickets, tended to be purchased by fewer internet users

September 13, 2016 | Retail & Ecommerce

Digital purchasing in Brazil enjoys significant popularity across multiple product categories. A June 2016 survey from Conecta highlights that over 50% of internet users ages 16 and up said they had made a digital purchase in eight different product categories, ranging from household appliances and clothes to shoes and books.

Products/Services Purchased Digitally by Internet Users in Brazil, June 2016 (% of respondents)

While no one product category proved dominant, categories with bigger-ticket items tended to be purchased by fewer internet users online. For example, only 15% said they had purchased a car online, while just under 40% said they had bought airline tickets online.

Only 27% said they had bought groceries online. Meanwhile, items like beauty and sports products were purchased digitally by nearly 60% of those surveyed.

Convenience and price point are the reasons digital buyers in Brazil turn toward online shopping, a September 2015 survey by PricewaterhouseCoopers (PwC) reveals.

Compared to nearby counterparts in Chile and Mexico, buyers in Brazil care more about the convenience of digital purchasing—nearly 50% cited it as the primary reason for doing so. On the other hand, while the majority named cheaper prices as the main motivation for purchasing products digitally, they were less enthusiastic about the price points than respondents in Chile.

In August 2016, eMarketer estimated there were a total of 41.1 million digital buyers ages 14 and up in Brazil this year, over 40% of all internet users. By 2020, eMarketer predicts that figure to climb to 82.1 million, nearly 50% of the country’s internet users.

Test Your Cross-Platform Attribution Know-How

More than eight in 10 US senior-level agency and marketing professionals polled said they were interested in learning more about multichannel attribution in 2016.


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