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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.
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.
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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