Brazil eCommerce RetailBrazil eCommerce Retail
Another aspect of Brazilian consumer culture affecting retail ecommerce to be aware of is the preference of consumers to shop in person to handle products and negotiate on prices. To this point it is important to invest in detailed product descriptions, photos, and videos demonstrating your product attributes. Furthermore, because Brazilian consumers are not able to negotiate online, they expect discounted prices or special deals as an incentive to shop online.
Many Brazilian small and medium-sized businesses are using popular online marketplaces such as:
- Mercado Livre and OLX (usually used by small companies or private individuals)
- Fast Shop (appliances and electronics)
- Lojas Americanas (retail)
- Submarino (ecommerce marketplace)
- Ponto Frio (retail)
- Magazine Luiza (retail)
- Extra (retail)
- Shoptime (home shopping channel)
- Tok&Stok (retail furniture)
- Etna (housewares & furniture)
- Spicy (kitchenware)
- Polishop (kitchen, cosmetic, consumer goods)
Mobile Retail Shopping in Brazil:Annual sales of smartphones grew by 24% in 2014, with Samsung and LG older generation models being the leading style of choice with Brazilian consumers due to consumer perceptions of a high risk of cellphone theft in urban areas.
Brazilian consumers are drawn to social media for consumer products from word-of-mouth, where consumers prefer to make purchase decisions based upon product reviews and price comparison. Brazilian consumers also like to use social media platforms such as WhatsApp and Instagram to review products and be considered brand “influencers”.
Online Payments in Brazil:Brazilians have a cultural view that credit cards are to be used only for emergencies or high-priced items, and prefer to use debit cards or bank transfers for online retail purchases. Brazilian consumers also prefer to pay in full rather than incur long term debt, however 12-month financing is becoming more popular for certain items.
Leading eCommerce Retail Products:The leading products for retail ecommerce are consumer electronics and video games, followed by traditional toys and games.
Chart: eCommerce Retail Purchase Percentage of Total Retail Sales in Brazil
|Footwear & Apparel||0.9%||1.7%||2.3%||2.6%||2.6%||2.9%|
|Cosmetics & Beauty||1.5%||1.5%||1.6%||1.7%||2%||2.2%|
|Toys and Games||5%||5.8%||6.6%||7.2%||7.8%||8.5%|
|Video Games and Consoles||13.2%||13.3%||13.4%||13.5%||13.6%||13.7%|
Brazil Consumer Goods eCommerce Industry