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Brazil B2C E-commerce Report 2016

Facts, Figures, Infographic & Trends of 2015 and the 2016 Forecast of the Brazilian B2C E-commerce Market of Goods and Services

Powered by:Executed by:

In cooperation with:

www.ecommercefoundation.org 2

Table of Contents

OUR REPORT PARTNERSpage 3-4

PREFACEpage5

Brazilpage6-28

Infographic Brazilpage6

Demographic Indicatorspage7

Gross Domestic Productpage8

Economic Indicatorspage9

Relevant Index Rankingspage10

Populationpage11-12

Expert Opinion Asendiapage13

B2C E-commerce Revenue and Growth Ratepage14

Spending per Product Categorypage15

Spending per Service Categorypage16

Online B2C Sales per Categorypage17

Expert Opinion Webhelppage18

Mobile Indicatorspage19

Cross-border Facts and Figurespage20

Online Payment Methods and VAT Ratepage21

Expert Opinion About-Paymentspage22

Internet Browsers and Operating Systemspage23

Online Retailerspage24

Social Media Usagepage25

General Tips and Trickspage26

Tips for Online Merchantspage27

Opportunities and Threatspage28

ABOUT ECOMMERCE FOUNDATIONpage29-42

Information about Ecommerce Foundationpage30

Information about the Reportspage32

GOMSECpage33-36

Definitionspage37-38

Sourcespage39

Acknowledgementspage40-42

www.ecommercefoundation.org 3

Our Report Partners

This report is created with help from the following partners

Executed by:

Powered by:

Webhelp is a global business process outsourcer (BPO), specializing in customer experience and payment management in additiontosales and

marketing services across voice, social and digital channels. From 21 countries with a 30,000-strong team, our focus is on engineering

www.ecommercefoundation.org 4

Powered by:

Our Report Partners

This report is created with help from the following partners

Brazil B2C E-commerce Report 2016

Preface

EcommerceFoundation

anonymousway. so. emailatinfo@ecommercefoundation.org.

Director of Ecommerce Foundation

Jorij Abraham

Chief Editor at Ecommerce Foundation

Richard van Welie

$297$357$416

159.4mn

people are over the age of 15

Brazil2015 Key E-commerce Facts at a Glance

Total GDP of

$1,774.7bn E commerce GDP of 0.89%

101.5mn

people use the Internet (63.7%)

38.1mn

people shop online (38%)

Country report

sponsored by: $10.2bn$13.0bn$15.9bn

201320142015

B2C e commerce revenue and average spending per e shopper 19%

Share of mobile in

online sales 62%
of the population uses a smartphone

102mn64%

www.ecommercefoundation.org 7 23.3%
16.5% 43.8%

8.6%7.8%

0-1415-2425-5455-6465+

AGE STRUCTURE

Population by age category, 2016

Total population: 207,847,528

Median age:

Male:

Female:

Population growth

0.86%

31.1 years

30.3 years

31.9 years

Sources: Worldfactbook, 2016

Source: Worldfactbook, 2016

Demographic indicators

Sources: Worldfactbookand Wikipedia, 2016

Country Report Brazil

Institution: Federal republic

Internet access: 63.7%

URL country code: .br

Official languages: Portuguese

Dialing Code: +55

Area: 8,515,767 km2

Capital: Brasilia

Currency: Brazilian Real

(BRL) www.ecommercefoundation.org 8

YearGDP

(in millions of US dollars)

GDP (in millionsof

Brazilian Real)

2015 $1,774,725R$4,170,603

2014$2,417,046R$5,680,058

2013$2,465,774R$5,794,569

2012$2,460,658R$5,782,547

2011$2,614,573R$6,144,247

Source: IMF and Worldbank, 2016GROSS DOMESTIC PRODUCT REAL GROWTH RATE

Percentage change of GDP, 2011 -2015

3.9% 1.9% 3.0%

0.1%-3.8%

20112012201320142015

Source: Worldbank, 2016

Explanation

TheBrazilianGDP

decreasedby3.8% in2015.ThisGDP realgrowthrate takestheinflation rateintoaccount.

TOTAL GROSS DOMESTIC PRODUCT

GDP at market prices, 2011-2015

E-commerce share of GDP

0.89%

YearGDPper capita

(in US dollars)

GDP per capita

(in Brazilian Real)

2015 $8,539R$20,066

2014$11,729R$27,563

2013$12,072R$28,369

2012$12,157R$28,570

2011$13,039R$30,642

Source: Worldbank, 2016

Country Report Brazil

www.ecommercefoundation.org 9 13.9

8.79.5

12.0 4.2 -1.0-2.1-2.7

UNEMPLOYMENT RATE

Percentage of the total labor force, 2011-2015

6.7%

6.1%6.5%6.8%

7.2%

20112012201320142015

INFLATION RATE

Annual change on Consumer Price Index (CPI), 2011-2015 6.6%

5.4%6.2%6.3%

9.0%

20112012201320142015

Source: Statista, 2016Source: Worldbank, 2016

CONSUMER CONFIDENCE INDEX

CCI on a three-month basis, 2014-2015

Source: Tradingeconomics, 2016

Country Report Brazil

www.ecommercefoundation.org 10 122nd

Logistics

Performance Index

E-government IndexEase of

Doing Business Index

116th57th

LogisticalPerformanceIndex

TheLPIoverallscorereflectsperceptions

ofacountry'slogisticsbasedon,among otherthings,efficiencyofcustoms clearanceprocess,qualityoftrade-and transport-relatedinfrastructureandease qualityoflogisticsservices.

EaseofDoingBusinessIndex

Ahigheaseofdoingbusinessranking

meanstheregulatoryenvironmentis morefavorableforthestartingand operationofalocalfirm.Therankings aredeterminedbysortingtheaggregate distancetofrontierscoreson10equal topics.

E-governmentIndex

comparativeassessmentofthee- governmentdevelopmentofUNMember

States.Importantfactorscontributingto

ahighlevelofe-government developmentareconcurrentpastand presentinvestmentsin telecommunication,humancapitaland provisionofonlineservices.

Brazil ranks 57thon the global E-Government Index

Country Report Brazil

www.ecommercefoundation.org 11 Source:Worldbank, Internetlivestats, Statista and Ecommerce Foundation, 2016

2012201320142015

Populationonline (15+)75,447,61979,900,14191,549,937101,549,937 Numberof e-shoppers (15+)24,300,00034,500,00036,400,00038,100,000

The number of Internet users is growing rapidly

Country Report Brazil

www.ecommercefoundation.org 12 17.0%

22.4%23.2%

20.9%
11.6% 4.9% <1515-2425-3435-4445-5455+

AGE DISTRIBUTION OF INTERNET USERS

Share of internet users by age in Brazil, March 2015

Source: ComScore, 2016

Country Report Brazil

People aged 25-34 are the biggest group of internet users www.ecommercefoundation.org 13

Gary Shunk

Sr. VP Sales&Marketing

AsendiaUSA

In January 2016, the Brazilian Postal Service (Correios) announced that it will inspect 100% of dutiable shipments for duty

and tax collection. This, plus the fact that duties and taxes equal 91-96% of the merchandise value, makes Brazil a tricky

destination for cross-border e-tailers. For packages arriving via foreign post, there is also an additional Correios-imposed

required for customs clearance. An estimated 30% of shipments encounter delivery problems due to issues with customs

clearance, unpaid duties and taxes, or being lost. Items that are not abandoned still have an average transit time of over 30

days. What are the latest e-commerce developments in Brazil?

alternative payment method allowing e-commerce merchants to reach Brazilian buyers without the usage of debit or credit

with a barcode that is regulated by the Central Bank of Brazil. It can be issued by any e-retailer to a customer to pay online

and offline. Do you have any tips for (online) merchants in terms of delivery and returns?

Due to high import duties, e-tailersmust provide transparency to shoppers, showing fully-landed costs and billing

customers before incurring the cost of shipping, thus risking abandonment.

E-tailersshould capture the CPF at checkout. This # is used for all transactions in Brazil and customs cannot clear items

without it.

Cross-border shipping is complex in Brazil since buyers are skeptical about product quality and actual delivery. This is why

they prefer to pay cash on delivery and to have a convenient return policy.

Whether you sell to Brazil direct or through a marketplace (Amazon, Ebay, or the more regional ones -Traeteloand

mercadolivre), an experienced delivery partner will help you optimize your shipping costs and minimize issues in this very

appealing market.

Expert opinion

delivery partner will help you optimize your shipping costs and

Maria Gómez-Juarez

Head of Sales&Marketing

AsendiaSpain

www.ecommercefoundation.org 14 $7,927 $10,230 $12,993 $15,855$17,105

20122013201420152016 (f)

Source: E-bit Empresaand Ecommerce Foundation, 2016

B2C E-COMMERCE SALES

Total online sales of goods and services, 2012-2016 (f)

B2C E-COMMERCE REVENUE AND GROWTH RATE

Total online sales of goods and services, in millions of US dollars, 2012-2016 (f)

28.9%29.0%27.0%22.0%

7.9%

Source: E-bit Empresa, 2016

The B2C e-commerce growth rate is decreasing in Brazil

YearB2C e-commerce turnover

(in millions of Brazilian Real)

2016 (f)R$52,000

2015R$48,200

2014R$39,500

2013R$31,100

2012R$24,100

Country Report Brazil

www.ecommercefoundation.org 15 27.5%
11.9%

10.4%7.8%

7.1% 6.3% 6.0% 6.0% 4.0%

13.1%Household Electronics

Consumer Electronics

Information Technology

Telecom

Media & Entertainment

Sports & Recreation

Clothing

Health & Beauty

Home & Garden

Remaining categories$477

$199 $432 $441 $458 $688 $694 $726 $824 $899 $1,202 $1,373 $3,183

Others

Shoes & Personal Lifestyle

Food/Nearfood

Toys

Home & Garden

Health & Beauty

Clothing

Sports & Recreation

Media & Entertainment

Telecom

Information Technology

Consumer Electronics

Household Electronics

OVERVIEW OF POPULAR PRODUCT GROUPS

Estimated online sales of popular product groups in millions of US dollars, 2015

Source ABCommandEcommerce Foundation, 2016

MARKET SHARE

Market share of the most popular product categories in 2015

Source: ABCommand Ecommerce Foundation, 2016

Clothing maintains its position as leading product group -0.6% +1.3% -1.1% +0.6% -4.3% +24.4%
-3.0% -0.8% +11.9% +14.4% +15.6% +20.2%
+22.1%

Country Report Brazil

www.ecommercefoundation.org 16 $297$357$416 73.0%
15.2% 8.9%

1.8%1.1%

Travel: Flight Tickets and

Hotels

Travel: Package Travel and

Private Transport

Insurances

Event Tickets

Others

$3,131 $652$380$47$77

Travel: Flight Tickets

and Hotels

Travel: Package

Travel and Private

Transport

InsurancesEvent TicketsOthers

+15.0% +19.2% +15.1%+2.5%+15.5 NUMBER OF E-SHOPPERS AND AVERAGE SPENDING PER E-SHOPPER

2013-2015

34.5mn

36.4mn

38.1mn

201320142015

OVERVIEW OF POPULAR SERVICE GROUPS

Estimated online sales of popular service groups in millions of US dollars, 2015MARKET SHARE Market share of the most popular service categories in 2015 Travel is by far the most popular online service group

Country Report Brazil

Source: ABCommand Ecommerce Foundation, 2016

Source: ABCommand Ecommerce Foundation, 2016

Source: ABCommand Ecommerce Foundation, 2016

www.ecommercefoundation.org 17 Brazilian consumer mostly buy their travel services online 6% 6% 11% 15% 20% 20% 28%
32%
34%
39%
47%
55%
70%

Car Insurance

Hair Care

Make-up

Cinema Tickets

Home Appliances

TV Sets

Clothing & Footwear

Do It Yourself (DIY)

Home Furnishings

Laptop/Tablet

Travel: Hotel Stays

Music

Travel: Leisure Flights

Sources: Google Barometer, 2016

ONLINE B2C SALES PER SERVICE/PRODUCT GROUP

The percentage of online B2C sales in each service/product group, 2014-2015

Explanation

Of all purchases in the Clothing & Footwear category,

28% were made online in Brazil

Country Report Brazil

www.ecommercefoundation.org 18

Whether their business is online, in physical stores or both, all retailers face similar challenges. They have to deliver a seamless

customer experience at every touchpoint, maximize sales across every channel and device, and live up to their promises

regarding product availability and delivery. In order to create a strong retail brand to which consumers will return, they must

turn shopping into retail therapy ʹeffortless, relaxing and ultimately enjoyable.

Customer experiences should not happen by accident, but must be engineered. This means that one should really understand

Expert opinion

An omni-channel approach is insuperable

Gert-Jan Morsink

Member Executive Board at Webhelp Group

www.ecommercefoundation.org 19 14%

26%29%

53%
62%

20122013201420152016

OVERVIEW OF SMARTPHONE USAGE

Percentage of population that uses a smartphone, 2012-2016

Total mobile sales of

$2,965mn

Brazilian smartphone usage is growing rapidly

Source: Google Barometer, 2016

14% 20% 23%
38%
44%
50%
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