Sector grows 40%, exceeds expectations and continues gaining relevance

The first six months of the year were heated for electronic commerce in Brazil. According to data published in the 22nd edition of the "WebShoppers (www.webshoppers.com.br) prepared by e-bit, with the support of the Brazilian Chamber of Electronic Commerce (camara-e.net), sales for the industry was R $ 6.7 billion. This represents a nominal increase of 40% over the first half of 2009, when it recorded U.S. $ 4.8 billion.

After going virtually untouched by the global crisis affecting the economy of late 2008 until mid-2009, e-commerce has been strengthened, especially by the resumption of consumer credit and greater confidence in making virtual purchases. The entry of new players, consolidation and merger of other large retailers, known in the offline world, helped to boost confidence in this channel, bringing new e-consumers and leveraging the figures in the industry.

According to the director general of e-bit, Pedro Guasti, the first half of the year was boosted by the World Cup and the opportunities that the event grossed through online sales. "The first half of 2010 was excellent in revenue. Certainly, the Cup has influenced the results, since people have purchased products with higher added value, such as flat screen TVs. Furthermore, due to the end of the reduction of the IPI consumers decided to bring forward the purchase of white goods to seize taxes further reduced. This factor, combined with promotions and appeals of virtual stores, brought more interest to consumers to buy over the internet during that period, "concluded Guasti.

The best selling product categories in the 1st half of e-commerce in 2010 comprised the top five were: 'Books and Magazines and Subscriptions Newspapers', 'Appliances',' Health, Beauty & Drugs', 'Hardware' and 'Electronics'. The average ticket was R$ 379,00.

What e-commerce stores for the second semester?

The year 2010 can be characterized as one of the most important in the history of Brazilian e-commerce. With the strong drive in the first six months, the industry is taking great strides to another record sales, since, historically, the second half of the year is usually more relevant and may represent up to 55% of total sales channel. At 2nd half of 2010, it is expected that online retailers reach U.S. $ 7.6 billion  in sales of consumer goods, except sale of car auction sites and virtual.

Thus, we expect a turnover of U.S. $ 14.3 billion at the end of 2010, representing a nominal growth of 35% compared to 2009 results, when the sector earned about $ 10.6 billion. These numbers also overcome the initial forecast made by e-bit of R $ 13.6 billion, held at the 21st edition of WebShoppers in March In 2010, the number of people who made at least one purchase on the Internet should increase considerably. It is expected that by year-end 23 million e-consumers. At the end of 2009, the e-bit 17.6 million had registered. The number becomes even more impressive if we compare, for example, with the last World Cup. To get an idea at the time the world in Germany, four years ago, we were only 6 million supporters to shop online.

Social Networking in e-commerce

According to data collected by e-bit, about 55% of e-consumers who made a purchase over the Internet social network are stimulated by women, which could indicate a greater propensity of the female audience to be seduced by offers or recommendations on that channel. In electronic commerce in general, the division is exactly half: 50% men, 50% women. When it comes to age, buyers from social networks are on average seven years younger buyers to the market: 34 years vs. 41. Now, if we analyze the categories preferred by consumers and-coming social networks, "Fashion and Accessories' is highlighted, with about 20% of the transaction.

Survey of resistance to purchase

In this edition of the report WebShoppers, e-bit prepared a special research on resistance to the purchase, plus the main reasons why the e-consumer to not finalize the request. The period of data collection was 14/07/2010 to 16/07/2010, 5600 replies were collected.

According to data collected in the research, e-consumers who visited sites and decided not to buy products, 62% said they found price, freight, or the total cost of the product, and have wanted for promotions and discounts. Of the respondents, 86% said they only looked at some items and left the store, not getting to start the buying process. 14% said they already started the process of buying, but ended up not completing the procedure.

For the director of marketing at e-bit, Alexandre Umberto, follow this kind of consumer behavior is critical to the online stores. "Knowing the reasons why consumers abandon their purchases can be an effective way to prevent loss of revenue, besides allowing to devise strategies to retain the interesting new e-consumer, that is accessing the site for the first time," says Umberto.

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