Consumer Attitudes & Online Retail Dynamics in Brazil

Synopsis
Consumer Attitudes & Online Retail Dynamics in Brazil' provides in-depth analysis of the latest trends in online consumer shopping, covering drivers of online shopping, consumer insights, market dynamics (covering 25 product categories) and reviews of latest best practice in online retail site design. Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential contexts on the penetration of online sales by product groups, how growth has developed over time and the key drivers of this market in the future.

Summary
This report is the result of ICD’s extensive market research covering the online retail industry in Brazil. “Consumer Attitudes & Online Retail Development in Brazil” provides the magnitude, growth, share, and dynamics of the online retail market and is an essential tool for companies either active in this sector or which are seeking to target this channel. The report provides core insights into consumer behaviour and highlights the latest online trends and their impact on online product sales. Core data sets give both historical context and a view into the future - providing data from 2005 through to 2015 and allowing marketers to update their strategic planning and fill gaps in their knowledge about this rapidly evolving channel. 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 players, the report also provides insights and ideas about how best to approach growing online sales for your business. Together these three core elements; market dynamics, consumer understanding and best practice examples will allow readers to easily understand the nature and development of online retail in Brazil and provide insight into how best to exploit the opportunities in the market.

Scope
The report analyses online consumer behaviour, market dynamics and best practice approaches to online retail in Brazil. In particular, core market data sets cover 8 product groups and 25 individual product markets within Brazil. Product Coverage: Clothing & Footwear Jewelry & Watches Luggage & Leather goods Printed Media Stationery & Cards Communications Equipment Computer Hardware & Software Consumer Electronics Household Appliances Photographic Equipment Drinks Household Products Packaged Food Personal Care Tobacco Unpackaged Food Floor Coverings Furniture Gardening & Outdoor Living Home Improvement Home Wares Games Software Music & Video Sports Equipment Toys & Games

Reasons To Buy
This report provides readers with unparalled levels of detail and insight into the development of online retail sales within Brazil: - Understand consumer behaviour and online trends in Brazil - Understand which products will be the major winners and losers in the coming years - Assess the impact of economic recession and recovery on market growth - 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

Key Highlights
In Latin America, the number of internet users is rapidly increasing, which can be attributed to the affordable prices of computers, increasing broadband availability and the popularity of online shopping and social networking amongst the younger generations in the region. Between 2005 and 2010, the online retail market in Latin America recorded a strong CAGR of 24.07%. Among the Latin American countries, Brazil is the largest and the fastest growing online retail market, and recorded a CAGR of 32.08% during the same period. Brazil is also the largest country in Latin America and represented 47.9% of total online sales of the region during the review period. The growth in the Brazilian online retail market is also attributable to the acceptance of online retail as a shopping channel, particularly following the global economic recession. In Brazil, the increase in disposable incomes, availability of better deals and the cost benefits are supporting growth in the online retail market in the country. Additionally, the increase in the number of broadband subscribers with high speed internet connections is also facilitating growth in online shopping in Brazil

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions 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 Increasing internet penetration will continue to drive online retail sales during the forecast period
2.1.2 Broadband subscribers in Brazil grew at robust pace of 36.40% during the review period
2.1.3 Brazil has the largest Smartphone market in Latin America
2.2 Consumer Attitudes and Behaviour
2.2.1 Ambitious government schemes will increase broadband penetration in Brazil 2.2.2 Brazil has second highest number of internet users among BRIC countries
2.2.3 Drop in Smartphone prices to boost the penetration rate in Brazil
2.2.4 Brazil is the leading country among the Latin America in online retail development
2.2.5 Small number of Brazilian internet users shop online
2.2.6 E-commerce highly dependent on social networking websites in Brazil
2.2.7 Boleto Bancario is the upcoming payment trend among Brazilians
2.2.8 Low touch products are among the most popular product groups sold through online channel.
3 Online Channel Dynamics
3.1 The Online Channel’s Share of Total Retail Sales
3.1.1 Brazil online vs. offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
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, 2010
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 product 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 and luxury 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 product groups market size and forecasts
4 Case Studies: Leading Online Retailers in Brazil
4.1 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 Methodology
5.2 Contact us
5.3 About ICD Research
5.4 Disclaimer

List of Tables
Table 1: Brazil Exchange Rate BRL–US$ (Annual Average), 2005–2010
Table 2: ICD Research Retail Channel Definitions
Table 3: ICD Research Retail Category Definitions
Table 4: ICD Research Retail Country Coverage
Table 5: Brazil Retail Sales and Forecast (BRL Billion), Online vs. Offline, 2005–2015
Table 6: Brazil Retail Sales and Forecast (US$ Billion), Online vs. Offline, 2005–2015
Table 7: Brazil Retail Sales and Forecast (% Share), Online vs. Offline, 2005–2015
Table 8: Brazil Online Sales vs. Global Average
Table 9: Brazil Online Sales vs. Latin America
Table 10: Brazil Overall Retail Segmentation (BRL Billion) by Channel Group, 2005–2015
Table 11: Brazil Channel Retail Sales and Forecast (BRL Billion) by Channel Group, 2005–2015
Table 12: Brazil Channel Retail Sales and Forecast (US$ Billion) by Channel Group, 2005–2015
Table 13: Brazil Channel Retail Sales and Forecast (% Share) by Channel Group, 2005–2015
Table 14: Brazil Channel Retail Sales and Forecast (BRL Billion) by Channel, 2005–2015
Table 15: Brazil Channel Retail Sales and Forecast (US$ Billion) by Channel, 2005–2015
Table 16: Brazil Retail Sales (BRL Billion), Online vs. Offline, 2010
Table 17: Brazil Retail Sales Split (US$ Billion), Online vs. Offline, 2010
Table 18: Brazil Online Retailers Market Dynamics by Category Group, 2005–2015
Table 19: Brazil Online Retail Sales and Forecast (BRL Billion) by Category Group, 2005–2015
Table 20: Brazil Online Retail Sales and Forecast (US$ Billion) by Category Group, 2005–2015
Table 21: Brazil Total and Online Retail Sales in Food and Grocery Categories (BRL Billion), 2005–2015
Table 22: Brazil Total and Online Retail Sales in Food and Grocery Categories (US$ Billion), 2005–2015
Table 23: Brazil Total and Online Retail Sales in Electrical and Electronics Categories (BRL Billion), 2005–2015
Table 24: Brazil Total and Online Retail Sales in Electrical and Electronics Categories (US$ Billion), 2005–2015
Table 25: Brazil Total and Online Retail Sales in Music, Video and Entertainment Categories (BRL Billion), 2005–2015
Table 26: Brazil Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ Billion), 2005–2015
Table 27: Brazil Total and Online Retail Sales in Apparel, Accessories and Luxury Categories (BRL Billion), 2005–2015
Table 28: Brazil Total and Online Retail Sales in Apparel, Accessories and Luxury Categories (US$ Billion), 2005–2015
Table 29: Brazil Total and Online Retail Sales in Books, News and Stationery Categories (BRL Billion), 2005–2015
Table 30: Brazil Total and Online Retail Sales in Books, News and Stationery Categories (US$ Billion), 2005–2015
Table 31: Brazil Total and Online Retail Sales in Sports and Leisure Equipment Categories (BRL Billion), 2005–2015
Table 32: Brazil Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ Billion), 2005–2015
Table 33: Brazil Total and Online Retail Sales in Furniture and Floor Coverings Categories (BRL Billion), 2005–2015
Table 34: Brazil Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ Billion), 2005–2015
Table 35: Brazil Total and Online Retail Sales in Home and Garden Products Categories (BRL Billion), 2005–2015
Table 36: Brazil Total and Online Retail Sales in Home and Garden Products Categories (US$ Billion), 2005–2015

List of Figures
Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users (Millions), 2005–2010
Figure 3: Total Fixed Broadband Internet Subscribers (Millions), 2005–2010
Figure 4: Mobile Phone Penetration (Millions), 2005–2010
Figure 5: Number of Internet Users in BRIC nations (%), 2010
Figure 6: Online Channel’s Share of Latin American Countries Total Retail Sales (%), 2010
Figure 7: Time spent online by Brazilians, 2010
Figure 8: Most Popular Social Networking Websites (%), 2010
Figure 9: Brazil Preferred Online Payment Methods (%), 2010
Figure 10: Low Touch vs. High Touch Products as a Percentage of Online Sales (%), 2010
Figure 11: Brazil Retail Sales, Online vs. Offline (US$ Billion) by Channel Group, 2005–2015
Figure 12: Brazil Online Sales vs. Global Average (% of Total Retail)
Figure 13: Brazil Online Sales vs. Latin America Countries Average (% of Total Retail)
Figure 14: Brazil Overall Retail Market Dynamics by Channel Group, 2005–2015
Figure 15: Brazil Retail Sales and Forecast (BRL Billion) by Channel Group, 2005–2015
Figure 16: Brazil Retail Sales, Online vs. Offline, by Category Group 2010
Figure 17: Brazil Online Retailers Market Dynamics by Category Group, 2005–2015
Figure 18: Brazil Online Retail Sales and Forecast (US$ Billion) by Category Group, 2005–2015
Figure 19: Homepage Figure 20: Page Layout
Figure 21: Americanas – Product View
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

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Related research categories

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

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