E-bit

Transcription

E-bit

WEBSHOPPERS
REPORT
2014
30TH EDITION
APOIO:
Índice
What WebShoppers is ............................................................................................................. 3
E-bit ............................................................................................................................................... 4
E-bit Products ............................................................................................................................. 5
Methodology ................................................................................................................................ 7
Executive Summary ................................................................................................................... 8
Chapter 1- 1st Semester Results and Expectations for the 2nd Semester ............. 11
Chapter 2-The World Cup´s Impact on e-commerce .................................................. 22
Chapter 3-M-Commerce: Buying Behavior ..................................................................... 32
Chapter 4-FIPE/Buscapé Index ........................................................................................... 40
Credits and Final Observations ........................................................................................... 47
Copyright E-bit - All rights reserved
2
What WebShoppers is
WebShoppers, an E-bit initiative, aims to disseminate critical information with
the purpose of promoting an understanding about e-commerce in Brazil.
The report, which is published semi-annually, analyses e-commerce´s
evolution, points out estimates, behavior changes and e-consumer preferences,
as well as market trends, contributing to the development of the sector.
3
E-bit
Present in the Brazilian market since January 2000, E-bit has been
accompanying the evolution of digital retail in the country since it began,
becoming a reference on this topic.
Through a sophisticated system, which collects data directly with the online
buyer, E-bit generates detailed information about e-commerce on a daily basis.
On the website, E-bit (www.ebit.com.br) provides relevant information for
consumer purchase decision-making, offering products and services to retailers.
For consumers, the E-bit store certification helps to increase online purchase
trust. Through classifications with medals (diamond, gold, silver and Bronze),
which confirm the quality of the services provided by the retailer, consumers
find arguments that help their decision process.
For entrepreneur´s, E-bit is a source of knowledge regarding e-commerce in
Brazil, contributing to the development of the business and industry in general.
The WebShoppers report, published semi-annually, analyzes e-commerce´s
evolution, trends and estimates, behavior changes and e-consumer
preferences, as well as suggesting improvement needs, thus, contributing to the
development of the sector.
Find out more about E-bit and its main products, below.
4
E-bit Products
• E-bit Certification – E-bit has agreements with more than 21,000 stores and
consumers from these stores are invited to answer a survey, after confirming
their purchase on the internet. There are three steps: one immediately after the
effective purchase and another performed a few days later, to evaluate the
delivery, and then a third survey regarding the usability of the product. The
process is automatic and simple, performed on the internet. Through these
evaluations, E-bit calculates a score for each store and classifies them with
medals (Diamond, Gold, Silver and Bronze)
• E-bit Help - An exclusive and free service, which seeks to assist consumers´
contact with virtual stores. E-bit Help aims to reduce the difficulty and time
spent by consumers when trying to communicate with stores, in case they do
not receive the purchased product.
• E-commerce Information – The questionnaires answered daily by consumers
about the quality of services provided by virtual stores feed the E-bit database.
By crossing data, E-bit produces reports that trace the profile of online
consumers- with info about gender, age, income, education, habits-and also
comparatively evaluate the services provided by virtual stores, such as
payment, billing, etc. The major highlighted reports include:
• e-Dashboard - A modern tool that provides daily information with market and
online store evolution, featuring data which includes: number of orders, billing,
average ticket, number of one-time consumers, geographic region share,
category market share (computers, electronics, etc.), purchase motivators,
delivery status, payment forms used, among others.
• E-commerce Overview Report and Forecast: - Presents the market´s evolution
data since 2000, with projections for 2020.
• Price Monitor - In addition to the Brazilian e-commerce sales monitoring
reports, E-bit offers a price, competitiveness and virtual consumer purchase
intention monitoring service. With Price Monitor, it is possible to monitor, in
real-time practically, the price of products in virtual stores, as well as evaluate
5
the categories, products and brands that are most sought after by consumers
when they use the internet to make a purchase, as well as the transport rates
and the purchase intention for a product.
• Top Hits – -Presents the products that are most sought after by Brazilian
e-consumers, with detailed information about each category and subcategory´s
share, with data from the Buscapé network.
• Behavioral Analysis Report - Displays Executive information about the
satisfaction level regarding services provided and the consumer profile of your
virtual shop, tracing a comparative with the e-commerce market. In addition,
you can choose to receive real-time comments from unsatisfied customers,
along with the order number. Thus, it is possible to immediately detect any
problem and take on resolution and customer retention actions, transforming
unsatisfied customers into loyal customers.
Find out more about E-bit products by sending an email to:
[email protected].
6
Methodology
The 30th edition of the WebShoppers report uses information from surveys
conducted by E-bit with more than 21,000 online stores and its e-Consumer
Panel, in addition to adhoc researches and external information.
E-bit Certification Survey
Since January 2000, E-bit has already collected more than 19, 2 million
answered questionnaires after online shopping processes, and more than
300,000 new questionnaires are added to this number monthly.
E-bit data is also collected with online buyers, after purchases. The E-bit
certification service allows consumers to evaluate after-sales services, client
services, and the probability they will return to the virtual store, and the %age
index that they will refer this store to friends and relatives, known as NPS (Net
Promoter Score).
This compiled information, generates monthly market intelligence reports that
indicate the socio demographic profile of the e-consumers, as well as the
best-selling products, most used payment forms, repurchase indicators, among
other information.
Through another WebShoppers edition, E-bit expects to continue contributing
to the development of the internet and e-commerce in Brazil. Enjoy your read!
Equipe E-bit
7
Executive Summary
• Brazilian e-commerce registered R$ 16.06 billion in the first half of 2014,
higher than the same period in 2014 (with R$ 12, 74 registered) which
represents a 26% nominal growth for the sector.
• The number of orders during this period reached 48.17 million, 36% higher
than the first half of 2013. The average ticket was registered at R$ 333, 40, which
in this case was lower since the previous period registered a R$ 359, 48 average
ticket.
• For the second half of 2014, the forecast is to have a growth approximately
15% growth in the e-commerce sector. According to E-bit, revenue in 2014 is
expected to reach R$ 35 billion. This value represents a 21% nominal growth
rate compared to 2013 reaching 104 million Brazilian e-commerce orders.
• The Fashion and Accessories category continues leading e-commerce sales
(18% of the total volume of orders), followed by Cosmetics and Perfumery (16%)
and Appliances (11%), just to name the top three.
• E-commerce gained 5.06 million new customers in these first six months of
the year. They made their first purchases online, marking a 27% increase
compared to the first half of 2013. The number also affected the sum of 25.050
million e-consumers who performed purchases during this time.
• By the end of 2013, 51.3 million e-customers were quantified. With a forecast
of having 11.6 million new e-consumers until the end of 2014, Brazilian
e-commerce is expected to reach 63 million one-time e-consumers, those who
have already performed at least one purchase in a Brazilian site.
• In m-commerce, sales had a significant increase in the total e-commerce
share in the first six months of this year, going from 3.8% (June/2013) to 7%
(June/2014), which represented an 84% growth rate in one year. E-bit´s
forecast is to get close to 10% in December /2014.
8
• Revenue from transactions conducted through mobile devices in Brazil more
than doubled compared to the same period in 2013, with R$ 1.13 billion in salescompared to the R$ 560 million last year, a 102% variation. From January to
June 2013, 1.278 million orders, which during this same period in 2014 reached
2,890 million. The average ticket, however, was reduced by 11% registered as
R$ 391, in this same comparison.
• From these purchases made on mobile devices, 60% were performed on
tablets, while the remaining 40% are smartphones (through sites without using
APPs). The three categories most sold are Fashion and Accessories (17.5%),
Cosmetics, Perfumery and Health (17.4%) and Appliances (11.1%).
• In regards to the profile, the survey showed that 57% of m-consumers are
women, in the 35 to 49 year old age group (39%). Men represent the remaining
43%, following the average female age. Socio-economic Class A and B account
for 64% of the m-commerce participants, while C and D classes represent 25%.
The other 11% did not want to report their income.
• Products with a World Cup "appeal" that were more concentrated on the
online sales channel were: smartphone, GPS with a TV, digital camera, mobile
phone, tablet and games / football games. In addition, in the offline channel:
soccer balls, t-shirts and barbecue grills and coolers.
• TV sets had increased sales in the first half of the year due to the World Cup.
In January 2014, the product represented a 39% share in sales within the
Electronics category. In June 2014, this reached 48%.
• Only 11% of the respondents mentioned the World Cup as motivation for the
purchase of any of the related products. The majority, 88% of the consumers
performed purchases with other objectives and 1% could not answer.
• In the first six months in 2014, the NPS index has shown improvements on a
monthly level, starting at 49.45% (January /2014) and reaching 60.46%
(June/2014), except for a small reduction compared to 60.82% on the previous
month (may /2014). In the 12 calendar months, the NPS ranged between
58.96% (June/2013) and 60.46% (June /2014), with the greatest reduction in
9
December 2013, with 46.93%, when the number of orders rises considerably
with the search for items on Black Friday and the end of the year festivities.
• In June 2014, 49.59% of e-consumers took advantage of free shipping, a much
smaller group than in June 2013, when 62.34% were used this resource.
• When comparing the first half of 2014 to the same period in 2013, the FIFE /
Buscapé price index had a -1.46% reduction. From the 142 categories compared
in the period, 84 had an average price increase of 3.77% and 58 categories had
an average price reduction of -4.83%. During the period, there was a price
reduction in six of the ten researched groups and increases in four of them. The
group with the largest reduction was Fashion and Accessories (-8.61%),
followed by Telephony (-7.10%), and Electronics (-5.64%).
10
Chapter 1
1st Semester Results and
Expectations for the
2 nd Semester
Even with the economy´s low growth rate in Brazil and the recent inflation
historic close to the goal´s limit, the e-commerce sector remains growing at a
quick pace. As was expected for 2014, the nominal growth in sales in the first
half of the year was registered at 26%, way above traditional retail, which only
had around 4% growth.
The main arguments that contributed to this growth are:
• Increase of TV sales in the first half of the year due to the World Cup. In
January 2014, the product represented 39% of the sales share within the
Electronics category. In June 2014, it reached 48%.
• Smartphone sales also continued heated, which contributed to the entry of
new e-consumers and the growth of m-commerce.
• Improvements in the Net Promoter Score (NPS) indicator, which measures
customer satisfaction. Even with a reduction in the free shipping participation in
purchases, from 62% (June/2013) to 50% (June/2014), the index had a small
increase in consumers from 58.96% (June/2013) to 60.46% (June/2014).
• In the first half of 2014, the sector gained 5.06 million new consumers. They
inaugurated their online purchases, representing a 27% growth rate compared
to the first half of 2013.
• There was an extraordinary increase in sales participation through mobile
devices in the first six months of this year, going from 3.8% (June/2013) to 7%
(June/2014), which represented an 84% increase in one year.
All of this shows that not only the use of mobile devices has grown, but that the
stores are taking advantage of this movement and offering a better navigation
experience for consumers.
12
Sales in the 1st half of 2014
Brazilian e-commerce finished the first half of 2014 with R$ 16.06 billion in
sales, overcoming the same period in 2013 (with R$ 12, 74 billion in sales), and
registering a 26% nominal growth index in the sector.
In the first half of 2013, compared to the first half of 2012, there was a 25%
increase in sales, while the number of transactions increased by 20%. This year,
the increase in the number of transactions represented a 36% growth.
The increase in sales was most significant in the first quarter of the year, being
29% higher than the same period in 2013. However, in the second quarter the
average ticket value growth sustained the sales growth, as the volume of orders
was practically stable compared to the same period last year. In the month of
June this year, there was a reduction in the volume of orders compared to June
2013.
Sales in the 1st semester of 2014
Sales (billions)
R$ 12,74
1S13
R$ 16,06
1S14
Source: E-bit information (www.ebitempresa.com.br)
Nominal growth over the same period of the previous year
1S13
1S14
Growth
(Transactions)
Growth (Sales)
Growth
(Transactions)
Growth (Sales)
20%
25%
36%
26%
13
Number of orders and average ticket
The number of orders made was 48.17 million during this period and the
average ticket went was registered as R$ 333, 40. In 2013, the numbers
presented were 35.54 million purchases and an average ticket value of R$ 359,
48 (as shown below in the image).
Orders (millions)
Average Ticket
1S13
35,54
R$ 359,48
1S14
48,17
R$ 333,40
Fonte : E-bit Informação (www.ebitempresa.com.br)
Number of new e-consumers
The growing movement of the e-commerce sector in Brazil is the result of the
increase in the number of stores, and therefore, the amount of products and
offers and the conveniences and services customers have access to. In this way,
the community of new consumers should only grow, resulting in 5.06 million
new consumers from January 1 to June 30, 2014.
This number is greater than the same period in 2013, when 3.98 million people
become customers of virtual stores – a 27% increase compared to the previous
year, which helped reach the 25.05 million e-consumers who made purchases in
that time period.
14
Evolution of the numbers of new e-consumers
1st Sem 2014
1st Sem 2013
1st Sem 2012
1st Sem 2011
1st Sem 2010
1st Sem 2009
5,06 milion
27% Growth
3,98 milion
4,64 milion
3,97 milion
2,32 milion
2,5 milion
The increase of new e-consumers helped increase a group that was registered
as 51.3 million by the end of 2013- the year when 9.2 million new online
consumers were registered. By the end of the year, the forecast is to have 11.6
–million new e-consumers, and at this rate reach 63 million one-time
e-consumers, those who have already made at least one online purchase on a
Brazilian site.
Evolution of the number of new e-consumers
In millions
1º Sem 2014
42.2
e-consumers until1º
2012
Sem 2013
9.2
1º Sem 2012
New e-consumers 2013
51.3
Total e-consumers until 2013
11.6
Forecast for new e-consumers until 2014
Total forecast for e-consumers 2014
63
Souce : E-bit Information (www.ebitempresa.com.br)
15
Evolution of the number of e-consumers- in millions (already made at least one online purchase)
63
51,3
50
42,2
40
30
20
32
17,6
23,4
10
2009
2010
2011
2012
2013
2014
Net Promoter Score * monthly in 2014
The Net Promoter Score (NPS), a research method used worldwide for large
organizations to indicate customer satisfaction by measuring the consumer´s
intention of referring the store to a friend, is also another performance
evaluation index for Brazilian e-commerce.
In the first six months of 2014, the indicator has shown monthly improvements,
starting at 49.45% (January/2014) satisfaction and reaching 60.46%
(June/2014), except for a small reduction compared to the 60.82 % in the
previous month (may/2014).
In the 12 months, the NPS was between 58.96% (June/2013) and 60.46%
(June/2014), with larger reduction in December 2013, with 46.93%, when the
number of orders goes up considerably with the demand for items during the
Black Friday and end of the year festivities.
* ® Net Promoter, Net Promoter system and NPS are trademarks from Bain & Company, Inc., Satmetrix Systems,
Inc. and Fred Reichheld
16
Monthly NPS (13 month evolution -Jun/13 to Jun/14)
58,96% 58,48% 58,83% 58,68% 59,29%
56,91%
52,64%
46,93%
6/13
7/13
8/13
9/13
10/13
11/13
12/13
60,82% 60,46%
57,39% 59,57%
49,45%
1/14
2/14
3/14
4/14
5/14
6/14
Top 10 categories
By volume of orders
Once again, the Fashion and Accessories category is leading e-commerce sales
in Brazil. For exactly one year (from the first half of 2013), this category appears
in first place and seems to prove it will keep its position for years to come. With
18% of the total volume of orders, it is followed by Cosmetics and Perfumery /
Personal Care and Health Care (16%), Appliances (11 %), Books / subscriptions
and Magazines (8%) and Telephony/Mobile phones (7 %), next to Computers
(7 %), to name the "Top Five" (or Top Six, since these last two categories are
equivalent).
By placing numbers next to the WebShoppers 28th Edition, for the first half of
2013, we noticed changes in some categories´ positioning. Cosmetics and
Perfumery/Personal care and Health, which was in third place, went up a level
and swapped places with Appliances. Computers, which was fourth, dropped
two positions now.
The other existing categories can be observed in the following image.
The leader, Fashion and Accessories, rose considerably, since a year ago it
represented a 13.7% share in sales.
17
MOST SOLD CATEGORIES (BY VOLUME OF ORDERS)
Fashion and Accessories
18%
Cosmetics and Perfumery
Personal Care / Health
16%
Appliances
11%
Books / Signatures and Magazines
8%
Mobile phone and Smartphone
7%
Computers
7%
Home and Decor
6%
Electronics
6%
Sports and Leisure
Toys and Games
5%
2%
Source: E-bit information (www.ebitempresa.com.br) period: 1st Semester 2014
Free shipping
The free shipping policy proves to be a great motivator to attract online
consumers. One more factor to help the store have the client´s preference and
so that consumers can save when purchasing a product over the Internet to be
delivered at home. This marketing strategy still demonstrates strength and
appeal for the national players, and most of them have adopted the practice (as
suggested by the chart). In June 2013, 62% used this resource and 38% paid for
shipping, but this year in the same month the scenario changed, with a 50%
free shipping adoption rate.
18
Free shipping percentage (13 month evolution -Jun/13 to Jun/14)
Free shipping vs Paid Shipping
49,59%
50,41%
48,51%
51,49%
52,17%
47,83%
50,73%
49,27%
50,88%
49,12%
49,38%
50,62%
50,25%
49,75%
50,59%
49,41%
52,25%
47,75%
53,05%
46,95%
56,40%
43,60%
60,72%
39,28%
62,34%
37,66%
jun/14
may/14
apr/14
mar/14
feb/14
jan/14
dec/13
nov/13
oct/13
sept/13
aug/13
jul/13
jun/13
Free
Paid
Source: E-bit information (www.ebitempresa.com.br) Period: Jun/13 a Jun/14
M-Commerce in Brazil
For a while, Mobile Commerce (or commerce performed through mobile devices
such as smartphones or tablets) has demonstrated strong and growing
participation among Brazilian users. In 2011, it was still very new, and since
2013, the transaction volume percentage in e-commerce practically doubled:
from 3.6 % registered in June 2013 to 7% in June 2014.
This increase was due to the increase in the demand for this type of appliance,
as we can notice through this study, along with the technological development
and preparation of online commerce companies, which are paying more and
more attention to the mobile sales opportunity format for their platforms.
19
M-Commerce in Brazil
M-commerce share in total E-commerce volume in Brazil (transactional Volume)
7,0%
3,6%
1,3%
0,3%
0,0%
jun/10
jun/11
jun/12
jun/13
jun/14
Estimate for 2014´s results
The second half of 2014 presents a different scenario for the Brazilian economy,
because of the facts and events that are planned for our calendar until the end of
the year. Such events may affect e-commerce´s performance.
Some reasons for this fact:
• Post-World Cup "Hangover" which reduces the sales intention for some
products, purchased previously.
• The TV purchase anticipation will not allow for a higher number of sales of that
product in the second half.
• The election factor affecting the market behavior and consumer trust
negatively, as they become retracted before the scenario.
• Adverse economic indicators (low GDP growth, increase in unemployment,
pressure to raise the dollar, inflationary pressure, among others).
• Although e-commerce presents a different and favorable growth dynamic, we
foresee a growth in the second half of the year for the sector near 15%.
20
Sales in 2014
Finally, sales in 2014 are expected to reach R$ 35 billion, according to E-bit. The
value represents a 21% nominal growth rate compared to 2013, reaching 104
million Brazilian e-commerce orders.
Forecast for 2014 is kept
Sales (billions of reais)
Sales nominal growth
New e-consumers (millions)
R$ 35
21%
12
Total e-consumers that have
already performed al least one
purchase (end of 2014) (millions)
63
Orders (millions)
104
Souce : E-bit Information (www.ebitempresa.com.br)
21
Chapter 2
The World Cup´s impact
on e-commerce
In recent editions of the FIFA World Cup (2002, 2006 and 2010), E-bit monitored
electronic commerce sales in Brazil to find out how it would influence the
industry´s results. During these evaluations, a significant increase in sales of TV
sets and products related to the event, such as t-shirts and sporting goods, was
noticed.
In 2014, and with the World Cup being hosted in Brazil, E-bit once again
performed a market analysis during the period prior to the competition with the
objective of discovering how it would affect online retail. The survey was
conducted in April 2014 and presents sales results from the six months
preceding the study.
Methodology
The quantitative research was carried out through a structured questionnaire
filled out online. The target audience was virtual consumers who shopped on the
Internet during the last 12 months (E-bit Panel). Data collection was made from
April 11th, 2014 to April 28th, 2014 with 1,487 responses.
The study sought to identify the categories of products related to the worldwide
competition purchased within six months prior to April 2014 through the online
channels (e-commerce sites) and offline (physical stores), and understand if the
purchases were motivated by the football event or not. The intention was to
present the impact on online sales.
Based on a list of categories of products presented to the consumers, the
question regarding which product (s) had already been purchased and which
would be purchased in the months of April, May and June 2014.
23
Purchases through the offline and online
channels, during the six months prior
to the survey
The five products most purchased among those with a higher sales propensity
with the arrival of the World Cup were T-shirts and smartphones (for 40% of those
who responded), mobile phones (35%) and TVs (28%) and tablets (26 %). Sales
were carried out both in physical stores and on the Internet, between November
2013 and April 2014 (six months preceding the survey), and are shown in the
following image.
Purchased in the last 6 months (online and offline Channels)
60%
60%
65%
72%
74%
83%
83%
87%
89%
40%
40%
35%
28%
26%
17%
17%
13%
11%
T-shirts
Smartphone
Mobile
phones
TV
Tablets
Digital
camera
Games/
Football
Games
Football
team
T-shirts
Football
boots
90%
90%
91%
91%
92%
94%
94%
94%
95%
10%
10%
9%
9%
8%
6%
6%
6%
5%
Console
game
Grill
Partable
Sound
System
GPS
with TV
Source: E-bit Information Base: 1,487 respondents
Football
Barbecue
Grill
Home
theater
Didn´t purchase
Micro
system
Cooler
98%
2%
Projector
Purchased
24
Purchases per channels
Products with a World Cup "appeal" that had sales most concentrated in the
online channel were smartphones, GPS with TV, digital cameras, mobile phones,
tablets and games/ football games.
On the other hand, the products that had a higher sales concentration in both
channels were football, t-shirts, Grills, and coolers.
Channel purchased through in the last 6 months – online vs. offline
12%
6%
8%
6%
5%
8%
16%
9%
9%
28%
72%
66%
55%
65%
66%
62%
48%
52%
60%
22%
26%
39%
30%
26%
23%
43%
38%
Digital
camera
Games/
Football
Games
Football
team
T-shirts
T-shirts
Smartphone
Mobile
phones
TV
Tablets
Football
boots
14%
8%
11%
9%
7%
11%
10%
13%
11%
16%
52%
53%
40%
69%
26%
35%
54%
43%
36%
43%
34%
39%
49%
22%
68%
53%
36%
43%
53%
41%
Console
game
Grill
Portable
Sound
System
GPS
with TV
Purchased in the physical store
Football
Barbecue
Grill
Purchased on the Internet
Home
theater
Micro
system
Cooler
Projector
Purchased at a physical store and on the Internet
Source: E-bit Information (only one answer per product-stimulated)
25
World Cup Motivation
From the respondents in this study, few responded to the World Cup as a
purchase motivation for any of the related products. These represent only 11%;
with 88% of the consumers, purchasing for other reasons and 1% could not
answer.
Purchases in the last 6 months motivated by The World Cup
11% YES
88% NO
1% I CANNOT ANSWER
If we relate the purchases based on the motivation of the World Cup, whether
through an offline or online channel, the products that had an increased demand
were TVs, t-shirts, football team shirts and footballs.
It is worth stating, however, that the percentage of all of the products is too
small, since only 11% (as mentioned previously) of the respondents claimed to
have bought a product motivated by the World Cup.
For example, from the 28% that purchased a TV set in the past six months, only
3.6% did so due to the sports event; and from the 40% who bought a t-shirt, only
3.1% mentioned that this was due to the World Cup.
26
Purchases in the past 6 months x purchases motivated by the World Cup in
the past 6 months
40%
40%
35%
28%
26%
17%
17%
13%
11%
3,6%
3,1%
T-shirts
0,5%
Smartphone
10%
10%
0,4%
Console
game
0,6%
Mobile
phones
9%
0,3%
Grill
0,5%
0,3%
Portable
Sound
System
Purchased in the last 6 months
TV
Tablets
9%
8%
2,6%
0,3%
GPS
with TV
Football
1,5%
1,2%
Digital
camera
6%
Games/
Football
Games
6%
2,8%
Football
team
T-shirts
6%
0,5%
Football
boots
5%
2%
0,2%
Barbecue
Grill
0,4%
Home
theater
0,3%
Micro
system
0,3%
Cooler
0,2%
Projector
Purchase motivated by the World Cup
Source: E-bit Information Base: 1,487 respondents
To evaluate the purchase intention one month before the World Cup and during
the event (May, June and July 2014, three months after the survey period); E-bit
also asked which products the consumer would be interested in.
The highlights were smartphones (28%) and TVs (27%), tablets (20%) and t-shirt
(15 %)-repeating some of the most mentioned categories in the previous six
months.
27
Purchase intention over the next 3 months
72%
73%
80%
85%
86%
88%
90%
90%
90%
28%
27%
20%
15%
14%
12%
10%
10%
10%
Smartphone
Tvs
Tablets
T-shirts
Mobile
phones
93%
93%
95%
96%
96%
7%
7%
5%
4%
4%
Console game
GPS
with Tv
Micro Barbecue Grill
system
Source: E-bit Information
Base: 1,487 respondents
Grill
Digital
camera
97%
3%
Soccer
Boots
Home
theater
97%
98%
3%
Portable
Sound
Football
Games/Football
team T-shirt
Games
2%
Projector
Intends to purchase
98%
98%
2%
Football
2%
Cooler
Does not intend to purchase
TV Sales
Even with the purchase intention encouraged by the World Cup for only 27% of
the respondents, the TV sets had increased sales participation in the months
leading up to the tournament, within the Electronics category.
The volume of orders increased from 36% in February 2014, in an upline reaching
48% in June 2014, a 12% increase.
28
Among the best-selling brands, the South Korean Samsung and LG brands have
had greater prominence, preferred by buyers and dominating the list of ten
models that were most sold in the stores.
TV share in the electronics category
78%
76%
78%
79%
47%
48%
68%
44%
39%
36%
Feb 14
Mar 14
April 14
Source: E-bit Information
May 14
Share - Volume of orders
Jun 14
Financial Share
Share% TV Subcategory (Volume of orders)
Samsung
38
LG
28
Sony
8
Philips
8
AOC
Others
38
5
13
29
Most sold TV brands
Share% TV Subcategory (Volume of orders)
Samsung UN32F5500 LED Plana 32
4
Samsung Smart TV 3D UN46F6400AF LED Plana 46 polegadas
5
LG Smart TV 32LN570B LED Plana 32 Polegadas
3
LG 39LN5700 LED Plana 39 Polegadas
3
LG 32LN549C LED Plana 32 Polegadas
3
Samsung UN32F4200AG LED Plana 32 Polegadas
3
Samsung UN46F5500 LED Plana 46 Polegadas
2
Samsung UN40F6400AF LED Plana 40 Polegadas
2
LG 22MA33N LED Plana 22 Polegadas
2
Samsung UN40F5500 LED Plana 40 Polegadas
2
Others
71
Source: E-bit information
Final observations
• E-bit concluded, through this study, that the greatest demands included the
following products: t-shirts, smartphones, mobile phones, TVs and tablets
(survey with suggested answers).
• These products were the most purchased and had the highest purchase
intention, since October 2013
• From the World Cup "appeal" products, the products with the greater
concentration of sales through the online channel were smartphones, GPS with
TV, digital cameras, mobile phones, tablets and games/ football games.
• On the other hand, the greatest concentration of sales through the offline
channel were footballs, shirts, Barbecue Grills, and coolers.
• Only 11% claimed to have bought the products motivated by the World Cup
and the products with the highest percentage of purchases motivated by the
World Cup were: TVs, t-shirts, football team t-shirts and footballs.
30
• Even with a small of purchase intention motivated by the football event,
according to E-bit, the participation (number of orders and financial volume) of
TV sets in the Electronics category grew, in the months leading up to the World
Cup, through the online channel.
• The brands that stood out were Samsung and LG, dominating the list of the ten
best-selling models during that period.
• Once again, the increase in TV sales boosted e-commerce sales, as occurred in
the last three World Cups (2002, 2006 and 2010).
31
Chapter 3
The World Cup´s impact
Buying Behavior
As we see the sale and use of mobile devices with Internet access grow in Brazil,
mobile e-commerce (or m-commerce) also becomes a strong trend receiving
special attention in this WebShoppers – 30th Edition. Check out some reasons
for this and why this movement is just beginning:
• The growth in the use of mobile phones in the world is impressive. Currently,
there are more than 6.5 billion active lines across the planet, an average of
almost one line per inhabitant. In Brazil, there are almost 1.4 active lines per
inhabitant (source: Anatel).
• The increase in sales of smartphones and broadband connections in Brazil
justifies the intense growth of m-commerce. In 2013, 35.6 million smartphones
were sold (source: IDC) and the forecast for 2014 is that this number exceeds 50
million. In 2013, 12 million households in the country had tablets that were used
by those residing in the house. (Source: Cetic.br).
• With this rapid growth, we see the adoption of the use of mobile phones and
tablets to verify product information, perform price comparisons and shop using
these mobile devices. Consumers are more and more mobile, buying at home,
at street stores and in shopping malls and they expect stores to understand this
behavior. On the 29th edition of the WebShoppers report, we explored this
Omnichannel behavior.
• Retailers who still do not understand this change in consumer behavior will
lose approximately R$ 2.5 billion in sales in 2014 (estimate of the total amount
spent on purchases through mobile devices).
Results in the 1st Semester of 2014
In the first half of 2014, m-commerce sales in Brazil more than doubled,
compared to the same period in 2013, with R$ 1,13 billion – compared to R$ 560
million in the previous year, a 102% increase. If in 2013, 1.28 million orders were
performed; in 2014, it reached 2.89 million.
The average ticket, however, was reduced by 11% to R$ 391, in this same
comparison.
33
As we can see, also, the transactional volume of m-commerce reached 7% in June
2014. In January 2014, it was 4.8%; E-bit´s forecast is that it will reach 10% in
December 2014.
1 st Sem. 2014
1st Sem. 2013
Variation
Sales (billion)
R$ 1,131
R$ 0,560
102%
Orders (million)
2,890
1,278
126%
Average ticket
R$ 391
R$ 438
-11%
M-commerce share in Brazil (transactional Volume)
Jan 10
0,0%
Jun 10
0,0%
Jan 11
0,1%
Jun 11
0,3%
Jan 12
0,8%
Jun 12
1,3%
Jan 13
2,5%
Jun 13
3,6%
Jan 14
4,8%
Jun 14
7,0%
34
Mobile device share in M-commerce
From these purchases through mobile devices on the Internet directly from
websites without the use of APPs, 60% are originated on tablets, while the
remaining 40% are smartphones. This data suggests that smartphones can still
have a high share, with a better browsing experience, since the sales of new
smartphones are growing more than tablets.
Transactional share by type of device (through websites without using APPs)
60%
40%
Smartphone
Tablet
Source: E-bit information (www.ebitempresa.com.br) period: 1st semester 2014
Ranking of best-selling categories
in M-commerce
E-bit also raised the most sold categories in m-commerce in Brazil, to monitor
the e-consumer behavior in this platform format. Reaching the conclusion, that
even on mobile devices, the preference remains close to what is reflected in
overall e-commerce purchases.
Thus, the Fashion and Accessories category also leads sales (17.5%), followed by
Cosmetics, Perfumery and Health (17.4%) and Appliances (11.1 %), Books and
Subscriptions to Magazines and Newspapers (8.8%) and Home and Decor
(7.5 %), to name the top five.
35
M-commerce categories Ranking 1st Sem/2014
1º
17,5%
2º
17,4%
3º
11,1%
4º
8,8%
Fashion
and Accessories
Cosmetics and
Perfumery / Health
Appliances
Books / Signatures
and Magazines
5º
7,5%
6º
5,4%
7º
5,3%
8º
4,8%
Home and Decor
Electronics
Sports and Leisure
Mobile phone
and Smartphone
9º
4,4%
10º
3,5%
Computers
Food and Beverages
Mobile category participation in
e-commerce
In this context, we verified the categories that have, through their volume of
orders, greater shares in the purchases made through smartphones and tablets.
Which brings us curious results, since the most popular products are among
categories with lower sales volumes in general.
For example: food and beverages are in first place, with 8.9% of order performed through mobile resources. Following, in order: Collectibles (6.4 %), Pet
Shop (6.4%) Sex Shop (6.3%) and Babies and Company (6.2%), which complete
the Top 5.
36
The categories are those that generate greatest interest from the female public,
which is more responsible for mobile purchases than the male public.
All of this information still indicates that m-commerce has not reached double
percentage digits for purchase share by category-not even in general
e-commerce, and the forecast would be near this by the end of this year.
Ranking of 5 categories with greater shares in mobile sales 1st Sem/2014
M-commerce share in volume of orders
1º
8,9%
Food and
Beverages
2º
6,4%
Collectibles
3º
6,4%
Pet Shop
4º
6,3%
Sex Shop
5º
6,2%
Babies and
Company
M-commerce Consumer Profile
The e-consumer profile has become diversified, and the mobile entrance
contributes to this, including a behavior that is a little more recent. Within this
public, we identify who is the consumer that accesses the virtual stores through
smartphones or tablets.
As in general, e-commerce, the female public´s participation as a majority group
is also evident with m-commerce purchases. In the first half of 2014, the survey
showed that 57% of m-consumers are women, with most buyers within the 35 and
49-year age group (39 %).
The men, who correspond to the remaining 43%, have an age participation that is
similar to the female average (as shown below).
37
Comparative profile of m-consumers in the 1st Sem. 2014
43%
1%
7%
28%
40%
20%
3%
57%
0%
7%
29%
39%
22%
3%
Age
(years old)
Up to 17
Between
18 and 24
Between
25 and 34
Between
35 and 49
Between
50 and 64
Over 64
Socio economic profile of consumers in
m-commerce x e-commerce
By considering the family income *of the socioeconomic classes, the consumer
profile for classes A and B is responsible for 64% of m-commerce in this first
half of 2014. Classes C and D correspond to 25% and 11% did not want to report
their income.
What is possible to observe is that even with the growing sales of smartphones
to classes with lower purchasing power, mainly the families that have higher
incomes use these mobile devices to perform virtual purchases. The trend,
however, is to reach a balance, as already occurs with general e-commerce. In
this comparison, the largest purchase share is also concentrated among classes
A and B, with 48%, but it is close to classes C and D, with 45%.
38
E-commerce (General)
48%
45%
7%
M-Commerce
64%
25%
11%
A B
C D
Classes treport*
Prefer not to
report income
* A and B Classes (families with incomes over R$ 3,001/month)
Classes C and D (families with income up to R$ 3,000/month)
39
Chapter 4
FIPE/Buscapé Index
The FIPE/Buscapé Index was created to monitor prices in Brazilian e-commerce
and has been published for 41 months. In 78% of these months, there were price
reductions, reflecting the dynamism and competitiveness of the sector and the
nature of the products that are predominantly sold, as shown in Figure 1. The
last four months-March to June 2014 – confirmed this trend, with a monthly
average reduction of -0.34% in prices. In the nine months where there was an
increase in prices, four are concentrated in the second half of 2013 due to the
impact of the real´s approx.16% devaluation impact in the short term (June,
July and August) on prices of imported products that very significant in
e-commerce, such as electronics, computers, telephony, and photography.
0,14%
0,17%
0,24%
0,50%
0,04%
1,00%
0,90%
1,50%
0,59%
2,00%
1,00%
2,39
2,50%
1,35%
Figure 1-Monthly Variations of the FIPE/Buscapé Price Index (%)
-0,50%
-1,00%
-1,50%
-2,00%
-2,50%
-3,00%
-0,64%
Feb/11
-1,18%
Mar/11
Apr/11
May/11 -2,41%
-0,79%
Jun/11
-1,19%
Jul/11
-0.03%
Aug/11
-0,05%
Set/11
-1,42%
Oct/11
Nov/11
-1,06
Dec/11
Jan/12 -2,85%
-0,73%
Feb/12
Mar/12
-1,22%
Apr/12
-0,73%
May/12
-0,36%
Jun/12
-0,25%
Jul/12
-0,74%
Aug/12
-1,21%
-0,40%
Spt/12
-0,64%
Oct/12
Nov/12
-1,42%
Dec/12
-1,28%
Jan/13
-0,42%
Feb/13
-0,26%
Mar/13
-0,44%
Apr/13
-0,28%
May/13
Jun/13
-0,37%
Jul/13
Aug/13
-0,34%
Sep/13
Oct/13
Nov/13
Dec/13
Jan/14
-2,44%
Feb/14
-0,52%
May/14
-0,32%
Apr/14
-0,19%
May/14
-0,34%
Jun/14
0,00%
Annual variations
Considering the 30 annual variations (t/t-12) in the FIPE /Buscapé Index series,
there was a price reduction in 29 periods and increases only when compared to
the previous year in November 2013, according to figure 2. From November
2012 on, there is a tendency to reduce the negative annual variations of the
FIPE /Buscapé Index also as a partial reflection of the Exchange rates –
41
which were stabilized around -1.5% in the first half of 2014 and which tend to
remain at this level in the second half, if a new round of dollar appreciation does
not occur.
Jun/14
-1,66%
May/14
-1,27%
Apr/14
-1,36%
Mar/14
-1,48%
Feb/14
-1,22%
Jan/14
-1,78%
Dec/13
-0,77%
Nov/13
-0,42%
Oct/13
Sep/13
-2,78%
-1,99%
Aug/13
Jul/13
-4,24%
-2,83%
Jun/13
-4,59%
May/13
Apr/13
-4,94%
-4,87%
Mar/13
-5,22%
Feb/13
Jan/13
Dec/12
Nov/12
-9,25%
-7,79%
-6,42%
-6,13%
Oct/12
-8,92%
Sep/12
-9,64%
Aug/12
Jun/12
-7,02%
-7,67%
-9,32%
Jul/12
May/12
-7,89%
Apr/12
Mar/12
Feb/12
-9,81%
-9,85%
-8,29%
-9,73%
Jan/12
Figure 2-Annual Variations of the FIPE /Buscapé Index (month t/month t-12)
The 1st Semester in 2014
When comparing the first half of 2014 and the same period in 2013, the
FIPE/Buscapé Price Index had a -1.46% reduction, as shown in Figure 3. From
the 142 categories compared in the period, 84 had an average price increase of
3.77% and 58 categories had an average price reduction of -4.83%. During the
period, there was a price reduction in six of the ten groups surveyed and an
increase in four, with significant differences between the price variations of the
groups. The group with the greatest reduction was Fashion and Accessories
(-8.61), greatly influenced by "Tennis" (-15.49). The second group with the
largest reduction was Telephony (-7.10), influenced by the -8.84% reduction in
prices of "mobile phone and smartphones"; followed by Electronics (-5.64%)
mainly due to "TV" (-6.43), "micro system/mini system" (-5.09), "blue-ray player"
(-4.52%) and "home theater" (-3.63) price reductions. The fourth group was
photography (-4.39), influenced by the -5.71% reduction in "digital cameras".
42
The Appliance group – which represents the second highest share in Brazilian
e-commerce – registered a 3.81% price increase, which was the largest among
the groups surveyed. The following categories of this group stood out with
significant price increases in the first half of 2014/first half of 2013: "food
grinder" (21.95%), "air climatizer" (11.07 %), "freezer" (6.54%) "Fan/air circulator"
(5.41%) "Air conditioning" (4.70%) "Clothes dryer" (4.60%) and "fridge" (4.07 %).
Among all of the categories that are part of the FIPE/Buscapé Index, the
following items had an annual price reduction highlighted in the first half of
2014, besides those already mentioned: "football boot" ( -17.01), "dock station"
( -10.17), "football team shirt" ( -9.40), "e-book reader" ( -5.36%) and "tablet"
( -5.30). The following were highlighted due to price increases: "memory for PC"
(27.67%) "automotive DVD monitor" (8.44%) "processor" (8.32 %), "mini vehicle"
(7.73%) "cooler for drinks" (6.48%) and "PC" (6.01 %).
Figure 3-Annual Variations in the FIPE/Buscapé Index (1st Sem 14/1st Sem 13)
3,81%
Appliances
2,15%
Cosmetics and Perfumery
Toys and Games
0,98%
Home and Decor
0,60%
-0,30%
Computers
-0,39%
Sports and leisure
-4,39%
Photography
-5,64%
Eletronic
-7,10%
Telephony
-8,61%
Fashion and accessories
3,77%
84 Categories with Increases
-4,83%
58 Categories with reductions
-1,46%
General total (142 categories)
-10,00%
-8,00%
-6,00%
-4,00%
-2,00%
-0,00%
2,00%
4,00%
6,00%
Prices of products associated with the
World Cup
Due to the World Cup, 13 categories were selected with products directly related
to the event, and a price index specific for each set was calculated considering
the e-commerce environment.
43
Figure 4 shows that the "FIPE /Buscapé Copa Index" had a -6.65% variation
during first half of 2014/first half of 2013, which was lower than the -1.46%
general variation announced by the FIPE/Buscapé Index. When compared to the
IPCA variation, which had a 6.02% variation (considering the period from
January to May), it is concluded that commercialized products that are more
directly related to the World Cup had a price variation, on average, 12% lower
than the prices in General. The electronic products maintained the
above-average price reduction compared to the verified before the World Cup,
but two products directly related to the event stood out with significant price
reductions: "football boot" ( -17.01%) and "football team shirt" ( -9.40).
Figure 4-Annual Variations of the “FIPE/Buscapé Copa Index"
(1st Sem 14/1st Sem 13)
6,48%
Cooler for beverages
3,93%
Multimidia Projector
1,46%
Electric Grill / Sandwich maker
0,75%
Portable Sound System
-0,88%
Football
-3,63%
Home Theater
Micro System / Mini System
-5,09%
Tablet
-5,30%
Digital Camera
-5,66%
TV
-6,43%
Mobile Phone and Smartphone
-8,84%
Football Team T-shirt
-9,40%
Football boots
FIPE / Buscapé “Copa” Index
-17,01%
-6,65%
FIPE / Buscapé General Index
-1,46%
IPCA (*)
-18%
-15%
-12%
-9%
-6%
-3%
6,02%
0%
3%
6%
9%
(*) Annual variation for the period from january to may.
44
E-commerce prices in relation to
general prices
Figure 4 illustrates that e-commerce pricing has an annual 7.2% variation lower
than the average IPCA price variations in the first half of 2014, and that over the
course of 2012 – before the impact of exchange rate depreciation for imported
product prices which are very significant in e-commerce- the FIPE/Buscapé
Index was around 12% lower than the average price variations in the economy.
Anyway, the numbers represent a significant gain in price competitiveness for
products commercialized on e-commerce in relation to average prices that
make up the family budget, partially explaining the significant growth of the
sector, which in 2013 was 28% nominal growth rate.
A significant portion of these differences can be attributed to the following
factors: a) the FIPE /Buscapé price index monitors a set of products that are
different than those evaluated by general price indexes, i.e. only the products
commercialized in a more significant manner through the Internet; b) the
weights of the products that are part of the FIPE/Buscapé Index are quite
different than the weights for the same products in the generic indexes; c) the
distribution channel monitored by the FIPE /Buscapé Index is exclusively
e-commerce, while other indexes monitor various other traditional and physical
channels.
Figure 5- Annual Variations of the Buscapé Index, IPCA Index and the Difference
(month t/month t-12)
7,50
5,00
2,50
0,00
-2,50
-5,00
-7,50
-10,00
-12,50
1/12
2/12
3/12
4/12
5/12
6/12
7/12
8/12
9/12
10/12
11/12
12/12
1/13
2/13
3/13
4/13
5/13
6/13
7/13
8/13
9/13
10/13
11/13
12/13
1/14
2/14
3/14
4/14
5/14
6/14
-15,00
Annual IPCA Variation
Annual Fipe/Buscapé Variation
Difference Fipe/Buscapé/IPCA.
Source: E-bit Information ( www.ebitempresa.com.br)
45
The Foundation Institute for Economic Research (FIPE), represented by Prof.
Sergio Crispim is responsible for the price calculation methodology for the
FIPE/Buscapé Index.
Contact: (+55 11) 3767-1700/3767-1701/3813-1444
46
Credits
and Final
Considerations
Credits / About Fecomercio SP
The Commerce Federation for Goods, Services and Tourism of the State of São
Paulo (FecomercioSP) is the main trade union entity in São Paulo for the
Commerce and Service sectors. The Entity which is Responsible for
administering, within the State, the Social Service for Commerce (Sesc) and
the National Commercial Education Service (Senac), represents a segment of
the economy that generates more than 1.8 million various size business
activities , and unites 154 employers´ associations which account for 11% of
the GDP in São Paulo – about 4% of the Brazilian GDP – generating nearly five
million jobs.
48
Credits / About Câmara-e.net
The Brazilian Chamber of Electronic Commerce (Camara-e.net), founded in
May 7th , 2001, is the leading multi-sector entity for Digital economy in Brazil
and Latin America, focused on electronic business as a strategic factor of
sustainable economic development in the 21st century. Câmara-e.net has the
mission of training individuals and organizations for the safe practice of
electronic business, through the generation and dissemination of leading
knowledge, as well as defending consensus positions between the main
national and international public and private agents, that promote information
and communication technologies. One of Camara-e.net´s main priorities is
preparing and proposing public, regulatory and market policies, that
encourage the production and universalization of the benefits of information
and communication technologies. The entity's partners represent leading
companies from the main sectors of the Brazilian and worldwide economy.
Access www.camara-e.net.
49
Credits / About the Brazilian
E-commerce Association (ABComm)
The Brazilian Electronic Commerce Association (ABComm) emerged with the
purpose of boosting the e-commerce sector with relevant information, as well
as contributing with its growth in the country. The Association brings together
representatives of virtual stores and service providers in the information
technology, media and payment form areas, performing with Government
institutions, in order to support the sector´s evolution. With over 3.500
associates, the nonprofit organization has specific boards created to boost the
entire sector, including: New Business, Logistics and Operations, Government
relations, Research, International Relations, Payment Forms, Training,
Technological Development, Entrepreneurship and Startups, Legal, Metrics
and Market intelligence, Electronic Crimes and Marketing.
50
Press Information
Disclosure of E-bit Data
E-bit requests to be referred to as a source of information in any academic
study, press release, article, editorial or news article stating data that was
collected in studies about the Brazilian e-commerce market, and especially
the WebShoppers report.
We reinforce that the data is E-bit´s propriety, and therefore, those who use it
must always inform the source, in order to enhance the credibility of the
information and avoid that data disclosed by the company is attributed to
other sources.
51
Contact
Pedro Guasti
VP of Institucional Relations at Buscapé Company
Executive Director of E-bit
[email protected]
+55 11 3848-8730
52

E-bit

Transcription

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