The Webshoppers 47 report details e-commerce figures in Brazil, which remained stable. Of the 108.9 million consumers, 72% make cross-border purchases.
It’s no news that Brazil is a fertile ground for online sales. For example, the country has been reporting remarkable sales revenue, number of consumers and average ticket year after year. In 2022, besides setting a new record, e-commerce in Brazil showed signs of stabilization following accelerated growth in the last two years, with revenue increasing slightly by 1.6%.
The increase in orders underlines consumers’ trust in online shopping, who used this channel more frequently last year, although average sales ticket decreased. The period of highest growth was January through March, with January registering sales growth of 20% in relation to 2021.
This data is from the Webshoppers 47 report produced by NielsenIQ Ebit, which since 2021 has been the main source of information about Brazilian e-commerce. Read on to find out more about this consolidated yet highly promising market.
Although brick-and-mortar stores returned to functioning without restrictions after the physical distancing period, a sizeable population of Brazil either maintained its preference for e-commerce or switched to this channel in 2022. The number of e-shoppers increased from 87.7 million in 2021 to 108.9 million in 2022, an increase of 24%, driven by a myriad of factors such as greater convenience, attractive prices or impulse buying.
Categories with lower average tickets accounted for the highest share of e-commerce growth in 2022. Except “Electronic Products,” which increased 9.8% in 2022, the “Home and Decor,” “Health,” “Beauty and Cosmetics” and “Food and Beverages” categories contributed the most to the expansion of Brazilian e-commerce.
The highest growth in 2022 was registered by “Food and Beverages”: 82.8%. Between 2020 and 2021, this category registered sharp growth of 107%. Buying non-durable goods online is yet another habit that gained traction after the physical distancing period. Fast-Moving Consumer Goods (FMCG) outperformed e-commerce as a whole in every month of 2022, except January.
The use of delivery apps is one explanation for such growth: in the last six months, 38% of respondents bought pharmacy items, while 29% stated they bought grocery items via delivery apps. Free shipping, lower prices and the convenience of not having to leave home are the biggest motivating factors to buy online.
E-commerce knows no boundaries! Interest among Brazilian consumers for overseas stores remains high. After cross-border e-commerce orders reached a peak in 2020, with 71% of Brazilian consumers shopping online, and decreased slightly in 2021 (68%), the percentage of cross-border e-commerce sales reached an unprecedented 72% in Brazil in 2022. The frequency with which consumers purchased online increased as well: 15% of respondents said they shopped more than 10 times on international websites in 2022.
For those who do not have an online store but want to have Brazilians as customers, Webshoppers 47 brings an interesting piece of data: e-commerce players operating as pure players (exclusively online) increased their sales revenue and percentage in 2022. This type of operation accounted for 57.9% of sales revenue of e-commerce stores in Brazil, a 10% increase from 2021.
Brazil is a country of continental dimensions and hence it is important to observe how each region buys online. While the southeast remains the most important region for Brazilian e-commerce in terms of sales, the northern region registered the highest growth in 2022 vs. 2021 (18%) and Brazil’s highest average ticket (R$666).
From anywhere in the world, your e-commerce store could become an option for Brazilian consumers in all regions of the country. With an online payment and FX solution via platform (API), such as the one offered by Bexs Pay, Brazilian consumers can pay for their purchases on international websites using local currency and payment methods, such as Pix and boletos. Our experts can help you with the entire process – right from identifying the needs of your business to customizing the digital payment solutions to meet them. Contact us!
Posted on April 1, 2022
Updated on March 22, 2023