Mobile Makes Retail Ecommerce Gains in Brazil - eMarketer
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Mobile Makes Retail Ecommerce Gains in Brazil

In both site traffic and ecommerce conversions, mobile grabbed market share from desktop

Ecommerce site traffic in Brazil is still the domain of desktops, with 68% of consumer goods retailer traffic coming from there. But a report by Associação Brasileira de Comércio Eletrônico (ABComm) highlights how quickly mobile is rising in the world of ecommerce.

Desktop vs. Mobile Share of Ecommerce Site Traffic According to Consumer Goods Digital Retailers in Brazil, 2014 & 2015 (% of total)

Mobile totaled just one-third of all consumer goods retailer traffic in 2015. While that’s still a considerably smaller share than desktop, examining 2014’s figures casts the narrative in a different light. 2014 saw mobile holding just a 21% share, which means that, over the course of one year, mobile seized more than 10% of the market from desktop traffic.

Smaller gains—though still solid—were made in terms of ecommerce conversions for consumer goods retailers.

Desktop vs. Mobile Share of Ecommerce Conversions According to Consumer Goods Digital Retailers in Brazil, 2014 & 2015 (% of total)

While mobile did gain 6% of market share over the year, from 13% to 19%, desktop still holds 81% of conversion share. E-bit Informação, meanwhile, estimated that mobile held just 12% of all ecommerce sales in terms of volume. So while shoppers in Brazil are certainly doing more browsing on mobile devices, they’re still far more likely to take action on a desktop computer—where they’re also likely to spend more.

eMarketer estimates that retail ecommerce spending (excluding travel) in 2014 was $16.9 billion, which jumped to $19.5 billion in 2015. We also forecast a spending total of $22.1 billion this year, and $29.6 billion in 2019, the end of our forecast period.

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