Consumer Attitudes and Online Retail Dynamics in Brazil, 2013

Published: September 2013

Publisher: Canadean Ltd

Product ref: 187424

Pages: 70

Format: PDF

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Price: $ 1450.00

Report description

Product Synopsis
Provides in-depth analysis of the latest trends in online consumer shopping, covering factors that drive 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 context on the penetration of online sales by product groups, how growth has developed over time, and key factors that will drive this market in the future.

Introduction and Landscape
Why was the report written?
“Consumer Attitudes and Online Retail Development in Brazil, 2013” 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’s 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’s 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 retailers, 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?
Online retailers was the fastest-growing channel group in Brazil. In 2012, the channel contributed 1.7% towards total Brazilian retail sales, and is expected to continue growing at a brisk pace of 23.03% during the forecast period.

What are the key drivers behind recent market changes?
Multiple factors are driving this growth, including rapid growth of the internet population, the emerging middle class population, social commerce, improved broadband infrastructure across the country, and growing mobile internet users.

Key Features and Benefits
Understand the consumer behaviour and 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, Book, 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 the economic recession and its recovery on market growth.

Key Highlights
In 2012, electrical and electronics was the largest category group sold through the online channel representing 46.6% of the channel sales and was also the fastest-growing product category, with a CAGR of 29.15% during the review period. By 2017, electrical and electronics is expected to remain the largest category group in the online channel, but will lose its position as the fastest-growing category group to home and garden products.

Usage of the internet via mobile phones is gaining popularity among price conscious middle class consumers. The increase in mobile internet users will lead to an increase in online retailing through mobiles in Brazil.

Major online retailers are working on building better logistics services and are expanding their reach to customers by implementing multi-channel strategies.

Table of contents

1 Introduction
1.1 What is this Report About?
2 Market at a glance
3 Consumer Insight: Online Shopping Attitudes and Behaviors
3.1 Overview of Brazil Online Shopping Environment
3.1.1 Increasing Internet Penetration will fuel growth of online retailing
3.1.2 Growing Broadband service adoption will improve online shopping experience
3.1.3 Increase in mobile internet users will boost online retail sales
3.2 Consumer Attitudes and Behaviours
3.2.1 Brazilian Social Commerce boom; when social media meets e-retailing
3.2.2 Online retailers are losing money due to logistical challenges
3.2.3 Women’s are driving online shopping in Brazil
3.2.4 Black Friday and Father’s Day online sales confirmed the rising popularity of online retailing among Brazilians
3.2.5 Online retailing through mobile devices grows despite technological setbacks
4 Online Channel Dynamics
4.1 The Online Channel’s Share of Total Retail Sales
4.1.1 Brazil online vs. offline channel forecasts
4.1.2 Online penetration: global and regional comparisons
4.2 Channel Dynamics
4.2.1 Brazil retail channel dynamics – future performance
4.2.2 Channel group share development
4.2.3 Individual channel performance
4.3 Category Dynamics
4.3.1 Online vs. offline retail sales comparison by category group, 2012
4.3.2 Online retail market dynamics by category
4.3.3 Online retail sales share by category group
4.3.4 Online retail sales growth by individual category
4.3.5 Food and grocery categories: market size and forecasts
4.3.6 Electrical and electronics categories: market size and forecasts
4.3.7 Music, video, and entertainment software categories: market size and forecasts
4.3.8 Apparel, accessories, luggage and leather goods categories: size and forecasts
4.3.9 Books, news and stationery categories: market size and forecasts
4.3.10 Sports and leisure equipment categories: market size and forecasts
4.3.11 Furniture and floor coverings categories: market size and forecasts
4.3.12 Home and garden categories: market size and forecasts
5 Case Studies: Leading Online Retailers in Brazil
5.1 Retailer 1: Americanas
5.1.1 Business description
5.1.2 Site experience
5.2 Casas Bahia
5.2.1 Business description
5.2.2 Site experience
5.3 Other Innovative Retailers in Brazil
5.3.1 Magazine Luiza: “Your Store” with no Stock
5.3.2 C&A Offline/Online integration to influence buyers decision
6 Appendix
6.1 Definitions
6.2 Summary Methodology
6.2.1 Overview
6.2.2 The triangulated market sizing method
6.2.3 Industry surveys in the creation of retail market data
6.2.4 Quality control and standardized processes
6.3 About Canadean
6.4 Disclaimer

List of Tables
Table 1: Online Retail Sales in Brazil
Table 2: Brazil Online vs. Offline Retail Sales and Forecast (BRL bn), 2007–2017
Table 3: Brazil Online vs. Offline Retail Sales and Forecast (USD bn),2007–2017
Table 4: Brazil Online vs. Offline Retail Sales and Forecast (% Share), 2007–2017
Table 5: Brazil Online Sales vs. Global Average
Table 6: Brazil Online Sales vs. Latin America
Table 7: Brazil Overall Retail Segmentation (BRL bn) by Channel Group, 2007–2017
Table 8: Brazil Channel Retail Sales and Forecast (BRL bn) by Channel Group, 2007–2017
Table 9: Brazil Channel Retail Sales and Forecast (USD bn) by Channel Group, 2007–2017
Table 10: Brazil Channel Retail Sales and Forecast (% Share) by Channel Group, 2007–2017
Table 11: Brazil Channel Retail Sales and Forecast (BRL bn) by Channel, 2007–2017
Table 12: Brazil Channel Retail Sales and Forecast (USD bn) by Channel, 2007–2017
Table 13: Brazil Retail Sales Split (BRL bn), Online vs. Offline, 2012
Table 14: Brazil Retail Sales Split (USD mn), Online vs. Offline, 2012
Table 15: Brazil Online Retailers Market Dynamics by Category Group, 2007–2017
Table 16: Brazil Online Retail Sales and Forecast (BRL bn) by Category Group, 2007–2017
Table 17: Brazil Online Retail Sales and Forecast (USD mn) by Category Group, 2007–2017
Table 18: Brazil Total and Online Retail Sales in Food and Grocery Categories (BRL bn), 2007–2017
Table 19: Brazil Total and Online Retail Sales in Food and Grocery Categories (USD mn), 2007–2017
Table 20: Brazil Total and Online Retail Sales in Electrical and Electronics Categories (BRL bn), 2007–2017
Table 21: Brazil Total and Online Retail Sales in Electrical and Electronics Categories (USD mn), 2007–2017
Table 22: Brazil Total and Online Retail Sales in Music, Video and Entertainment Categories (BRL bn), 2007–2017
Table 23: Brazil Total and Online Retail Sales in Music, Video and Entertainment Categories (USD mn), 2007–2017
Table 24: Brazil Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (BRL bn), 2007–2017
Table 25: Brazil Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (USD mn), 2007–2017
Table 26: Brazil Total and Online Retail Sales in Books, News and Stationery Categories (BRL bn), 2007–2017
Table 27: Brazil Total and Online Retail Sales in Books, News and Stationery Categories (USD mn), 2007–2017
Table 28: Brazil Total and Online Retail Sales in Sports and Leisure Equipment Categories (BRL bn), 2007–2017
Table 29: Brazil Total and Online Retail Sales in Sports and Leisure Equipment Categories (USD mn), 2007–2017
Table 30: Brazil Total and Online Retail Sales in Furniture and Floor Coverings Categories (BRL bn), 2007–2017
Table 31: Brazil Total and Online Retail Sales in Furniture and Floor Coverings Categories (USD mn), 2007–2017
Table 32: Brazil Total and Online Retail Sales in Home and Garden Products Categories (BRL bn), 2007–2017
Table 33: Brazil Total and Online Retail Sales in Home and Garden Products Categories (USD mn), 2007–2017
Table 34: Brazil, Exchange Rate BRL–USD (Annual Average), 2007–2012
Table 35: Brazil, Exchange Rate BRL–USD (Annual Average), 2013–2017 (Forecasts)
Table 36: Canadean Retail Channel Definitions
Table 37: Canadean Retail Category Definitions
Table 38: Canadean Retail Country Coverage

List of Figures
Figure 1: Online Retail Sales in Brazil
Figure 2: Total Internet Users and Penetration, 2007-2012
Figure 3: Total Fixed Broadband Internet Users and Penetration 2007-2012
Figure 4: Total Mobile Internet Users and Penetration 2011-2013
Figure 5: A view of Brazil's top Social Commerce websites
Figure 6: Brazilian women's positive impact on online retailing
Figure 7: Brazilian Black Friday 2012 spending breakdown
Figure 8: Brazil Online and Offline Retail Sales and Forecast (USD bn), 2007-2017
Figure 9: Brazil Online Sales vs. Global Average (% of Total Retail)
Figure 10: Brazil Online Sales vs. Latin America Countries Average (% of Total Retail)
Figure 11: Brazil Overall Retail Market Dynamics by Channel Group, 2007-2017
Figure 12: Brazil Retail Sales and Forecast (BRL bn) by Channel Group, 2007-2017
Figure 13: Brazil Retail Sales, Online vs. Offline, 2012
Figure 14: Brazil Online Retailers Market Dynamics by Category Group, 2007-2017
Figure 15: Brazil Online Retail Sales and Forecast (USD mn) by Category Group, 2007-2017
Figure 16: Americanas - Home Page
Figure 17: Americanas - Page layout
Figure 18: Americanas - Product View
Figure 19: Americanas - Product Zoom
Figure 20: Casas Bahia - Homepage
Figure 21: Casas Bahia - Page Layout
Figure 22: Casas Bahia - Product Page
Figure 23: Magazine Luiza "Your Store" on Facebook
Figure 24: C&A Brazil's initiative of bridging digital and real world divide through 'Facebook Likes' concept
Figure 25: The Triangulated Market Sizing Methodology

Price: $ 1450.00

Related research categories

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

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