Research: Brazil among 10 most engaged E-commerce Markets Worldwide

What? Brazil ranked #9 in online retail market worlwide, with Mercadolivre leading online retail visitations in the country, according to comScore.
Why it matters?While the majority of Internet users do online shopping there is still room to increase the size of the market.

mercadolivreBrazil came in #9 in the online retail markets rank worldwide in terms of retail category penetration. At least 83.4 percent of all desktop internet users visit a retail site in September, suggesting that while the majority of Internet users do online shopping there is still room to increase the size of the market.

According to comScore, the United States had the highest retail penetration across all markets with 91.6 percent of its online population visiting retail destinations in September.The study suggested that visitors in the UK spent on average, 2 hours online per month on retail sites, securing the #1 position among the top 10 retail markets.

 

% Reach

Average Minutes per Visitor

United States

91.6

90.0

United Kingdom

89.4

125.7

Netherlands

88.4

81.9

Germany

88.0

73.0

Japan

87.7

71.9

Canada

85.5

76.0

Ireland

84.7

46.2

France

84.3

95.5

Brazil

83.4

59.6

Spain

82.0

57.5

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Source: comScore Media Metrix. Top 10 Global Markets by % Reach of Total Unique Visitors.September 2013
Total Audience: Visitors Age 15+, Home/Work Location*

25-34 Year Olds are the Most Likely to Buy Online in Brazil

Photo: Storm Katt. Licence Creative Commons.

Photo: Storm Katt. Licence Creative Commons.

According to a retail category demographics analysis , while the demographics of online buyers were generally similar to  those of visitors to the Retail category, 25-34 year olds were the most likely to buy online. On one side, 25-34 year old males accounted for 17.0 percent of all online buyers. On the other, 25-34 year old females represent 14.3 percent of the online population but a slightly higher 15.8 percent of online buyers. The 35-44 year old and 45-54 year old age segments also represented a marginally higher percentage of online buyers than their share of the total internet population.

 

%

Composition Unique Visitors

%

Composition Online Buyers**

Base Audience: Persons: 15+

100.0

100.0

Males - Age

All Males

52.1

52.6

Males: 15-24

14.9

13.8

Males: 25-34

15.5

17.0

Males: 35-44

10.8

11.1

Males: 45-54

6.7

7.2

Males: 55+

4.2

3.6

Females - Age

All Females

47.9

47.4

Females: 15-24

13.7

11.6

Females: 25-34

14.3

15.8

Females: 35-44

10.0

10.6

Females: 45-54

6.2

6.5

Females: 55+

3.9

2.9

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
**Obtained using a custom audience analysis focusing on individuals who actively make transactions on one or more of the Top 10 retail destinations during October 2013
Source:comScore Media Metrix. Demographic Profile, Retail % Composition Unique Visitors & Online Buyers
October 2013.Total Audience: Visitors Age 15+, Home/Work Location*

 Mercado Livre Leading Online Retail Visits in Brazil

With nearly 25 million visitors , who spent an average of 31.2 minutes per visitor on the site in October , MercadoLivre.com.br held the #1 position among online retail destinations in Brazil Americanas.com positioned #2 with 15.1 million visitors, followed by Buscape.com.br with 13.8 million unique visitors.

 

Total Unique Visitors (000)

Average Minutes per Visitor

Retail

52,192

64.6

MERCADOLIVRE.COM.BR

24,726

31.1

AMERICANAS.COM

15,169

11.1

BUSCAPE.COM.BR

13,899

3.4

NETSHOES.COM.BR

12,573

10.8

WALMART.COM.BR

10,971

7.0

SUBMARINO.COM.BR

9,601

7.9

UOL Shopping

8,643

2.2

MAGAZINELUIZA.COM.BR

7,697

5.5

CASASBAHIA.COM.BR

7,066

9.5

DAFITI.COM.BR

6,907

8.7

EXTRA.COM.BR

6,754

8.7

PONTOFRIO.COM.BR

6,739

8.2

RICARDOELETRO.COM.BR

6,682

6.9

LIVRARIASARAIVA.COM.BR

6,190

7.5

Apple.com Worldwide Sites

6,143

4.3

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Source: comScore Media Metrix . Top Brazil Retail Properties Ranked by Total Unique Visitors (000).October 2013.Total Audience: Visitors Age 15+, Home/Work Location*

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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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