Search Drives Most Ecommerce Traffic in Brazil - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Search Drives Most Ecommerce Traffic in Brazil

Most shoppers are browsing from desktop PCs

May 25, 2016 | Retail & Ecommerce | Media | Mobile

Nearly two thirds of Brazil’s ecommerce traffic from July 2015 to March 2016 originated from a desktop computer, according to April 2016 research from Betalabs. While very little traffic came from tablet devices, mobile phones took up a large chunk.

Ecommerce Traffic Share in Brazil, by Device, July 2015-March 2016 (% of total)

One-third of all ecommerce traffic came from mobile phones, which shows that, although desktop is still by far the most popular device for ecommerce, mobile phones aren’t really a barrier to conducting ecommerce activities.

When it comes to referral traffic, it’s not a shocker that organic search and paid search hold the biggest shares, at 37% and 21%, respectively—adding up to well over half of all ecommerce traffic in Brazil coming from search. But email marketing in Brazil appears less effective: Just 5% of referral traffic came from email marketing.

Referral Traffic Share from Select Sources to Ecommerce Sites in Brazil, July 2015-March 2016 (% of total)

December 2015 data from Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group back this all up: advertising and marketing professionals in Brazil have seen a declining focus on email since 2014, while spending has climbed for search, specifically SEO.

Social media drove only 11% of total referral traffic, with no breakdown between free and paid. According to data from PayPal Brasil and BigData Corp., 55% of ecommerce sites in the country use Facebook to advertise for themselves.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.