Consumer Attitudes and Online Retail Dynamics in Brazil

Published: August 2012

Publisher: Canadean Ltd

Product ref: 146372

Pages: 69

Format: PDF

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Price: $ 1450.00

Report description

Product Synopsis
Understand consumer behaviour and the online trends in Brazil.

Understand which products will be the major winners and losers in the coming years.

Learn from best practice approaches outlined in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of economic recession and recovery on market growth.

Introduction and Landscape
Why was the report written?
“Consumer Attitudes and Online Retail Development in Brazil” is the result of Canadean’s extensive market research covering the online retail industry in Brazil. It provides the magnitude, growth, share, and dynamics of the online retail market in Brazil. It is an essential tool for companies active across Brazil’s online retail value chain and for new companies considering entry into Brazil online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to Brazil online retail environment. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller companies, the report provides insights and ideas about how best to approach growing online sales for your business.

What is the current market landscape and what is changing?
A unique feature in Brazil online retail market is the popularity and success of traditional mail–order businesses to adapt to online retail.As a result, companies compete with physical store retailers in markets previously considered incompatible with the online retail format.

What are the key drivers behind recent market changes?
Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched.This report quantitatively examines the components of change in the market by looking at historic and future growth patterns including how changes in consumer behaviour have affected the online retail sector for different product categories.


Key Features and Benefits
Understand consumer behaviour and the online trends in Brazil.

Understand which products will be the major winners and losers in the coming years.

Learn from best practice approaches outlined in the case studies of leading online retailers.

Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products, across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.

Assess the impact of economic recession and recovery on market growth.

Key Market Issues
Data security and user friendly sites are major concerns among online shoppers in Brazil

Poor telecommunication and poor infrastructure are the maindrawbacks for online retailing in Brazil.

Key Highlights
The share of online retail sales towards total retail sales increased from 0.8% in 2006 to over 1.8% in 2011and is expected to increase to 3.3% in 2016.

In terms of online market penetration, Music, video and entertainment software was the leading category, with 15.5% of purchases being made through theonline channel in 2011.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2011 actual sales; while forecasts are provided for 2012 – 2016
1.2.2 Changes to terms used in the Canadean taxonomy
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and Behaviours
2.1 Overview of the Brazil Online Shopping Environment
2.1.1 Brazilian government’s initiatives increasing internet penetration in the country
2.1.2 Broadband subscriber in Brazil accounted for 17.3% of the total internet population in 2011
2.1.3 Mobile penetration among Brazilians reached 114.2% in 2011
2.2 Consumer Attitudes and Behavior
2.2.1 SWOT analysis of online retailing in Brazil
2.2.2 Online retail sales in Brazil is expected to grow at a CAGR of 24.74% during forecast period
2.2.3 Localization by the retailers working wonders
2.2.4 More than 75% of the Brazilians are active on social networking sites
2.2.5 Low-touch category group leading the online sales in Brazil
2.2.6 E-commerce accounts for only 23% of the online activity among Brazilians
2.2.7 Brazil leads online retail sales penetration towards total retail sales among BRIC countries
2.2.8 Credit cards and debit cards are preferred mode of payments among Brazilians
2.2.9 In Brazil, 9% of the mobile phone users have a smart-phone
3 Online Channel Dynamics
3.1 The Online Channel’s Share of Total Retail Sales
3.1.1 Brazilian online vs. offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
3.1.2.1 Brazil Online Retail Sales Penetration compared to Global Average
3.1.2.2 Brazil Online Retail Sales Penetration compared to Latin American Average
3.2 Channel Dynamics
3.2.1 Brazil retail channel dynamics – future performance
3.2.2 Channel group share development
3.2.3 Individual channel performance
3.3 Category Dynamics
3.3.1 Online vs. offline retail sales comparison by category group, 2011
3.3.2 Online retail market dynamics by category
3.3.3 Online retail sales share by category group
3.3.4 Online retail sales growth by individual category
3.3.5 Food and grocery categories: market size and forecasts
3.3.6 Electrical and electronics categories: market size and forecasts
3.3.7 Music, video and entertainment software categories: market size and forecasts
3.3.8 Apparel, accessories, luggage and leather group categories: size and forecasts
3.3.9 Books, news and stationery categories: market size and forecasts
3.3.10 Sports and leisure equipment categories: market size and forecasts
3.3.11 Furniture and floor coverings categories: market size and forecasts
3.3.12 Home and garden categories: market size and forecasts
4 Case Studies: Leading Online Retailers in Brazil
4.1 Retailer 1: Americanas
4.1.1 Business description
4.1.2 Site experience
4.2 Casas Bahia
4.2.1 Business description
4.2.2 Site experience
4.3 Other Innovative Retailers in Brazil
4.3.1 PontoFrio
4.3.2 Comprafacil.com
5 Appendix
5.1 About Canadean
5.2 Disclaimer


List of Tables
Table 1: Brazil Exchange Rate BRL–US$ (Annual Average), 2006–2011
Table 2: Canadean Retail Channel Definitions
Table 3: Canadean Retail Category Definitions
Table 4: Changes to Canadean Taxonomy
Table 5: Canadean Retail Country Coverage
Table 6: Brazil Online vs. Offline Retail Sales and Forecast (BRL billion),2006–2016
Table 7: Brazil Online vs. Offline Retail Sales and Forecast (US$ billion),2006–2016
Table 8: Brazil Online vs. Offline Retail Sales and Forecast (% Share), 2006–2016
Table 9: Brazil Online Sales vs. Global Average
Table 10: Brazil Online Sales vs. Latin America
Table 11: Brazil Overall Retail Segmentation (BRL billion) by Channel Group, 2006–2016
Table 12: Brazil Channel Retail Sales and Forecast (BRL billion) by Channel Group, 2006–2016
Table 13: Brazil Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2006–2016
Table 14: Brazil Channel Retail Sales and Forecast (% Share) by Channel Group, 2006–2016
Table 15: Brazil Channel Retail Sales and Forecast (BRL billion) by Channel, 2006–2016
Table 16: Brazil Channel Retail Sales and Forecast (US$ billion) by Channel, 2006–2016
Table 17: Brazil Retail Sales Split (BRL million), Online vs. Offline, 2011
Table 18: Brazil Retail Sales Split (US$ million), Online vs. Offline, 2011
Table 19: Brazil Online Retailers Market Dynamics by Category Group, 2006–2016
Table 20: Brazil Online Retail Sales and Forecast (BRL million) by Category Group, 2006–2016
Table 21: Brazil Online Retail Sales and Forecast (US$ million) by Category Group, 2006–2016
Table 22: Brazil Total and Online Retail Sales in Food and Grocery Categories (BRL million),2006–2016
Table 23: Brazil Total and Online Retail Sales in Food and Grocery Categories (US$ million),2006–2016
Table 24: Brazil Total and Online Retail Sales in Electrical and Electronics Categories (BRL million),2006–2016
Table 25: Brazil Total and Online Retail Sales in Electrical and Electronics Categories (US$ million),2006–2016
Table 26: Brazil Total and Online Retail Sales in Music, Video and Entertainment Categories (BRL million),2006–2016
Table 27: Brazil Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million),2006–2016
Table 28: Brazil Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (BRL million),2006–2016
Table 29: Brazil Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (US$ million),2006–2016
Table 30: Brazil Total and Online Retail Sales in Books, News and Stationery Categories (BRL million),2006–2016
Table 31: Brazil Total and Online Retail Sales in Books, News and Stationery Categories (US$ million),2006–2016
Table 32: Brazil Total and Online Retail Sales in Sports and Leisure Equipment Categories (BRL million),2006–2016
Table 33: Brazil Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million),2006–2016
Table 34: Brazil Total and Online Retail Sales in Furniture and Floor Coverings Categories (BRL million),2006–2016
Table 35: Brazil Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006–2016
Table 36: Brazil Total and Online Retail Sales in Home and Garden Products Categories (BRL million),2006–2016
Table 37: Brazil Total and Online Retail Sales in Home and Garden Products Categories (US$ million),2006–2016 ]


List of Figures
Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users and Penetration, 2006–2011
Figure 3: Total Fixed Broadband Internet Subscribers and Penetration, 2006–2011
Figure 4: Total Mobile Users and Penetration, 2006–2011
Figure 5: SWOT on Online Retail
Figure 6: Brazil Online Retail Growth vs. Total Retail Growth, 2006–2016
Figure 7: Combination of Social Networking and Retailing– C&A stores
Figure 8: Brazil Category Group Online Retail Sales Penetration, 2011
Figure 9: BRIC Online Retail Sales Penetration, 2011
Figure 10: Brazil Online and Offline Retail Sales and Forecast (US$ billion), 2006–2016
Figure 11: Brazil Online Sales vs. Global Average (% of Total Retail)
Figure 12: Brazil Online Sales vs. Latin American Countries Average (% of Total Retail)
Figure 13: Brazil Overall Retail Market Dynamics by Channel Group, 2006–2016
Figure 14: Brazil Retail Sales and Forecast (BRL billion) by Channel Group, 2006–2016
Figure 15: Brazil Retail Sales, Online vs. Offline, 2011
Figure 16: Brazil Online Retailers Market Dynamics by Category Group, 2006–2016
Figure 17: Brazil Online Retail Sales and Forecast (US$ million) by Category Group, 2006–2016
Figure 18: Homepage
Figure 19: Page Layout
Figure 20: Americanas – Product View
Figure 21: Americanas – Tool
Figure 22: Homepage
Figure 23: Page Layout
Figure 24: Comparison Tool
Figure 25: Product Page
Figure 26: Ponto Frio – Wedding List Section
Figure 27: Mobile Apps

Price: $ 1450.00

Related research categories

By sector: Retail (in Off-trade), Consumer (in Trends)

By market: Brazil (in South America), Brazil (in BRICM)