Search Drives Most Ecommerce Traffic in Brazil - eMarketer
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Search Drives Most Ecommerce Traffic in Brazil

Most shoppers are browsing from desktop PCs

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.

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