Documente Academic
Documente Profesional
Documente Cultură
3 • About E-bit
• E-bit certification
• Methodology
• Benefits for consumers
• Report panel
16
• Executive summary
CHAPTER 1
360º APPRAISAL OF THE FIRST HALF OF 2015
32 CHAPTER 2
EXPECTATIONS FOR THE 2nd HALF OF 2015
36 CHAPTER 3
SPECIAL RESEARCH: MOBILE DEVICES
CHAPTER 4
43 FIPE/BUSCAPÉ INDEX
FINAL COMMENTS
• Main customers
53
• Glossary
• Credits
• Marketing support
• Press information / Contacts
WEBSHOPPERS
INTRODUCTION
INTRODUCTION | WHAT WEBSHOPPERS IS TABLE OF CONTENTS
WHAT
WEBSHOPPERS IS
Webshoppers, an E-bit/Buscapé Company
initiative, is the most solid and respected
report on e-commerce, in which the evolution
of e-commerce, trends, estimates, changes
in e-consumer behavior, and preferences
are analyzed, thus indicating towards
which direction the market is headed
and contributing for the understanding
and development of the sector.
jul/15 With semi-annual editions, this report
works as a guide for professionals and
stakeholders of e-commerce.
4
INTRODUCTION | ABOUT E-BIT TABLE OF CONTENTS
ABOUT E-BIT
P resent in the Brazilian market since
January 2000, E-bit has been following
the evolution of online retail in the country
to retailers. For consumers, the E-bit store
certification helps to build confidence in
online purchases. Through a classification
since its beginning, and is a reference in this by medals (Diamond, Gold, Silver, and Bronze),
subject. Through a sophisticated system that which certify the quality of services provided
collects data directly from the online buyer, by retailers, consumers find arguments that
E-bit generates detailed information about help them in the moment of decision.
e-commerce on a daily basis.
For executives, E-bit works as a source
On its website, E-bit ( www.ebit.com.br ) of knowledge on e-commerce in Brazil,
provides relevant information for consumer contributing for the development of businesses
purchase decision-making processes, in and of the sector in general. Learn more
addition to offering products and services about E-bit and its main products below.
www.ebit.com.br
E-BIT CERTIFICATION
E-BIT HAS A PARTNERSHIP WITH OVER 21,000 ONLINE STORES.
WHEN PURCHASING AT ONE OF THESE STORES, CONSUMERS ARE ASKED
TO ANSWER SOME SURVEYS IN AN AUTOMATIC AND SIMPLE PROCESS VIA INTERNET.
5
INTRODUCTION | METHODOLOGY TABLE OF CONTENTS
METHODOLOGY
HOW DOES E-BIT WORK?
5. 6.
THROUGH THESE BASED ON ALL THIS
SURVEYS, THE STORES ARE INFORMATION COLLECTED FROM
CLASSIFIED BY MEDALS: CONSUMERS, E-BIT GENERATES
BRONZE, SILVER, GOLD, OR REPORTS AND INFORMATION ON
DIAMOND, ACCORDING TO E-COMMERCE AND DISCLOSES
PRE-ESTABLISHED CRITERIA. THEM IN THE RETAILER AREA.
6
INTRODUCTION | BENEFITS FOR CONSUMERS TABLE OF CONTENTS
BENEFITS FOR
CONSUMERS
THROUGH THE
CLASSIFICATION STUDIES
IN MEDALS, SHOW THAT
WHICH CERTIFIES OVER 90% OF
THE QUALITY E-CONSUMERS
OF SERVICES READ AND
PROVIDED USE OTHER
BY RETAILERS, CONSUMERS’
CONSUMERS OPINIONS
HAVE ARGUMENTS TO MAKE
THAT HELP THEM PURCHASING
AT THE MOMENT DECISIONS!
OF DECISION.
7
INTRODUCTION | REPORT PANEL TABLE OF CONTENTS
REPORT PANEL
T he questionnaires answered daily by
consumers feed the E-bit data base and,
by cross-referencing these data, E-bit produces
profile and also comparatively assess
the services provided by online stores,
in issues such as delivery, product price,
valuable reports that outline the consumer forms of payment, NPS, among others.
BASIC PACKAGE
PERFORMANCE ARE PROVIDED Orders delivered within and outside the deadline
FREE OF CHARGE Probability of clients buying again at your store
COMMENTS OF THE WEEK Email forwarding with comments received over the week
SENDING COMMENTS BY
CUSTOMERS OVER THE
WEEK TO THE RETAILER’S
REGISTERED EMAIL
8
INTRODUCTION | REPORT PANEL TABLE OF CONTENTS
PREMIUM PACKAGE
Profile
9
INTRODUCTION | REPORT PANEL TABLE OF CONTENTS
CATEGORY
Installments
Means of payment
New e-consumers
NPS
Categories
10
INTRODUCTION | REPORT PANEL TABLE OF CONTENTS
PROFILE
DEVICE
(E-commerce x
M-Commerce)
11
INTRODUCTION | REPORT PANEL TABLE OF CONTENTS
Delivery issues
(timely delivery, service quality and products, etc)
12
INTRODUCTION | REPORT PANEL TABLE OF CONTENTS
Average ticket
NPS
TAILORED REPORTS
Any data or information, which you need and is not listed here?
We can tailor it for you. Contact comercial@ebit.com.br
and let’s talk about it!
13
INTRODUCTION | EXEUCITVE SUMMARY TABLE OF CONTENTS
14
INTRODUCTION | EXEUCITVE SUMMARY TABLE OF CONTENTS
15
360º APPRAISAL
OF THE FIRST
HALF OF 2015
Commercial Internet in Brazil celebrates
its 20 anniversary, and e-commerce still holds
th
ONLINE
PURCHASE PROCESS
1
INFORMATION SEARCH
• Internet users
• Consumers
• Purchase motivators
• Types of devices
FINANCIAL DATA
• Orders
• Billing
• Average ticket
• Category share
3
17
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
there already are over 103.4 million people Most of these internet users are concentrated
with home internet in Brazil. in the eleven major metropolitan areas of Brazil,
which account for 67% of the IPC (Spending
In June, 2015, the total active users in Potential Index - Pyxis IBOPE Inteligência).
SOCIAL CLASS
AB 52%
C 43%
DE 5%
GENDER
MEN 47%
BRASÍLIA 3% WOMEN 53%
BELO HORIZONTE 6%
CURITIBA 4% AGE
FORTALEZA 3% 12 AND 19 YEARS OLD 21%
PORTO ALEGRE 4%
RECIFE 3% 20 AND 24 YEARS OLD 13%
RIO DE JANEIRO 12% 25 AND 34 YEARS OLD 25%
SALVADOR 4% 35 AND 44 YEARS OLD 19%
SÃO PAULO 22% 45 AND 54 YEARS OLD 13%
SÃO PAULO Countryside (Total) 16% 55 AND 64 YEARS OLD 7%
SUL/SUDESTE Countryside 23% 65 AND 74 YEARS OLD 2%
THIS PERCENTAGE DISTRIBUTION REFERS ONLY TO THE 11 MAJOR SOURCE: TARGET GROUP INDEX BRY15W2+Y16W1
METROPOLITAN AREAS IN BRAZIL; THUS, IT DOESN’T OTHER BRAZILIAN STATES. (FEV14-MAR15) BASE 20,736 cases
18
DATA INDICATE THAT
MORE THAN HALF OF THE
BRAZILIAN POPULATION IS
CONNECTED, WHICH IS A
HUGE PROGRESS FOR THE
COUNTRY BECAUSE PEOPLE
ARE BEGINNING TO HAVE
INCREASINGLY EASY ACESS TO
EVERY TYPE OF INFORMATION
AND THE MEDIUM
GRADUALLY BECOMES
AN IMPORTANT TOOL FOR
DEMOCRATIZATION
JULIANA SAWAIA, Director of
Learning & Insights of IBOPE Media, observes
19
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
PURCHASE MOTIVATORS
N owadays it is extremely
important to know, study,
and constantly monitor consumer
PURCHASE MOTIVATORS | 1ST HALF OF 2015
However, when asked about the influence of Internet during a purchase in physical retail,
38% of e-consumers interviewed who have any mobile device answered they have used
smartphones and/or tablets over the past six months to compare prices while inside a store.
9% PURCHASE PRODUCT
SOURCE: E-BIT SURVEY – PURCHASE HABITS & MOBILE, JUNE 2015 BASE Having at least 1 mobile device: 1,825
20
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
EVOLUTION OF
(ACTIVE) E-CONSUMERS
I n Brazil, 17.6 million
people performed 18.9
17.6
20,000,000
CONSUMERS
at least one purchase
14.1 15,000,000
in the first half of 2015,
thus accounting for 10,000,000
1ST SIX MONTHS 1ST SIX MONTHS 1ST SIX MONTHS
a 7% fall compared to OF 2013 OF 2014 OF 2015
the same period in 2014.
SOURCE: E-BIT – NUMBER OF ACTIVE CONSUMERS, 1ST HALF OF 2015
This fall in e-consumer volume was potentialized by buyers classified as light users.
According to the data surveyed by E-bit, many e-consumers who typically perform one
purchase every six months over the Internet didn’t place any orders in the first half of 2015.
In the study “Purchase Habits & Mobile”, the reasons pointed out by those who didn’t perform
any purchases were, mainly:
At the other end of the spectrum, heavy users understand that the Internet becomes
the main channel to perform the best purchases in times of higher economic instability.
Among the testimonials by online e-consumers, we highlight:
“ON THE INTERNET, “ONLINE PRICES ARE “MANY OF THE PRODUCTS I HAVE BOUGHT THIS YEAR WERE
I CAN COMPARE PRICES CHEAPER THAN IN THE ONLY AVAILABLE ON THE INTERNET AND I RECEIVED THEM
AND PRODUCTS STORES I VISITED, THAT’S WHY COMFORTABLY AT MY HOME WITHOUT PAYING ANYTHING
AT SEVERAL STORES I END UP BUYING ON THE FOR THE FREIGHT AND WITH NO COSTS WITH TO-AND-FRO. I
BEFORE PURCHASING.” ONLINE ENVIRONMENT.” BELIEVE I MANAGED TO SAVE TIME AND MONEY.”
21
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
10.1%
OF TRANSACTIONS WERE
89.9%
OF TRANSACTIONS WERE
PERFORMED THROUGH PERFORMED ON THE
MOBILE DEVICES COMPUTER/LAPTOP
AGE GROUP 1h 14 1h 15
UP TO 24 YEARS OLD 8% 8%
BETWEEN 25 AND 34 YEARS OLD 23% 22%
BETWEEN 35 AND 49 YEARS OLD 39% 37%
ABOVE 50 YEARS OLD 30% 33%
1h 14 48.40% 51.60%
Small increase in the average
1h 15 50.01% 49.99% age of e-consumers.
SOURCE: E-BIT
22
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
FAMILY INCOME 1h 14 1h 15
SOURCE: E-BIT
REGIONS 1h 14 1h 15
23
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
FREIGHT
24
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
25
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
18.6
20 100%
16.1
15 12.7 75%
R$ BILLION
10.2
10 8.4 31.1% 50%
25.9%
5
13.5% 16.0% 25%
27.5%
0 0%
1h 2011 1h 2012 1h 2013 1h 2014 1h 2015
SOURCE: E-BIT
FINANCE VARIATION
SOURCE: IBGE PMC AND E-BIT NOMINAL REVENUE AND VOLUME SERIES Based on the gross re-sale revenue investigated, indicators are built for two variables:
Nominal Sales Revenue and Sales Volume. The latter results from the deflation of current nominal values by specific price indexes for each activity group, and for each
Federation Unit, built based on the relative levels of IPCA prices and on the National Research System for Costs and Civil Construction Indexes - SINAPI. When building
the price indexes of UFs not covered by IPCA, the relative levels of prices from the most appropriate geographical areas were used. ONLINE RETAIL E-bit Methodology
26
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
The main factors that have driven the growth in Brazilian e-commerce sales are mainly related
to the increase in the average ticket, boosted by the slight increase in online product prices,
as registered by the FIPE/ Buscapé Index, in addition to the higher sales volume for higher
value categories such as, Household Appliances and Telephony/Mobile Phones.
We registered a 13% growth in the average ticket of online consumers in the first half of 2015.
SOURCE: E-BIT
AVERAGE TICKET VARIATION
The number of orders went from 48.2 million to 49.4 million, an increase of 2.5%.
In 2015, we have also observed a higher concentration of the general market sales towards
Brazilian large e-commerce stores.
81%
TOP 50
86%
19%
+51
14%
1h 14 1h 15
SOURCE: E-BIT
27
DESPITE THE SLIGHT
SLOWDOWN IN THE
1ST SIX MONTHS OF 2015
COMPARED TO THE LAST YEARS,
E-COMMERCE HAS STILL BEEN
INCREASING AT MUCH HIGHER
RATES THAN THE BRAZILIAN
GDP AND TWICE AS MUCH
AS TRADITIONAL RETAIL.
THIS RHYTHM WON’T STOP
BECAUSE BRAZILIANS HAVE
ALREADY UNDERSTOOD THAT
THE INTERNET IS THE PLACE
TO FIND THE BEST PRODUCTS
AND WITH PRICES THAT ARE
GENERALLY MUCH LOWER THAN
AT PHYSICAL STORES
explains RODRIGO BORER, CEO of Buscapé Company
28
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
CATEGORY SHARE
MOST-SOLD CATEGORIES | Volume of orders
AUTOMOTIVE ACCESSORIES 2%
29
CHAPTER 1 | 360º EVALUATION OF THE FIRST HALF OF 2015 TABLE OF CONTENTS
1h 14 1h 15
Net Promoter Score (NPS) is an indicator that measures the satisfaction and loyalty of clients.
In the general balance sheet for the year, NPS in June/2015 showed the best result since E-bit
started to apply this methodology, beginning with 56.9% (January/2015) and ending with 65%
(June/2015). The indicator showed improvement in all the months of the year.
60%
62.7 62.4 63.0 62.0 62.6 65.0
59,6 60.8 60.5 59.1 58.6 58.3 59.7
57.4 56.5 56.9
52.6
40% 49.5
18.1 16.0
20% 13.8 12.0 13.3 12.1 10.5 9.2 10.4 9.6 9.7 9.1 8.5 8.0
8.1 7.2 7.1 6.6
0%
JAN 14 FEB 14 MAR 14 APR 14 MAY 14 JUN 14 JUL 14 AUG 14 SEPT 14 OCT 14 NOV 14 DEC 14 JAN 15 FEB 15 MAR 15 APR 15 MAY 15 JUN 15
SOURCE: E-BIT
30
THE NPS (NET
PROMOTER SCORE) INDICATOR
DIRECTLY REFLECTS THE
QUALITY OF SERVICES
PROVIDED BY ONLINE STORES
TO THEIR CONSUMERS. IN THE
FIRST HALF OF 2015 WE HAD
AN IMPROVEMENT IN THIS
INDICATOR, SHOWING
COMPANIES’ EFFORT TO
IMPROVE THEIR SERVICES
AND GAIN CLIENTS’ LOYALTY.
THIS MAKES PERFECT SENSE,
BETTER YET IN MOMENTS
OF ECONOMIC CRISIS
evaluates PEDRO GUASTI, Institutional Relations VP
of Buscapé Company and Chairman of the Interaction
and E-Commerce Council of FecomercioSP
31
EXPECTATIONS FOR
THE 2 HALF OF 2015
nd
CHAPTER 2 | EXPECTATIONS FOR THE 2ND HALF OF 2015 TABLE OF CONTENTS
EXPECTATIONS FOR
THE 2nd HALF OF 2015
A fter a nominal growth of 16% in the first half of 2015, the reviewed projection for the year is that
e-commerce will have a nominal growth of 15% compared to 2014, reaching sales of R$ 41.2 billion.
50 41.2 100%
35.8
38 28.8 75%
R$ BILLION
22.5
25 18.7 50%
13 15% 25%
26% 28%
24%
20%
0 0%
2011 2012 2013 2014 2015and
SOURCE: E-BIT
FINANCE VARIATION
We also estimate a 5% increase in total orders this year, reaching a total of 108.2 million in 2015.
53.7
60 60%
30 17% 30%
34%
32% 5%
25%
0 0%
2011 2012 2013 2014 2015and
SOURCE: E-BIT
ORDERS VARIATION
33
CHAPTER 2 | EXPECTATIONS FOR THE 2ND HALF OF 2015 TABLE OF CONTENTS
The expectation for the closing of 2015 is that the average ticket will be R$ 381.00 with a 10%
growth in relation to 2014. The growth of the average ticket will have a greater weight in sales
than volume of orders.
390
381.1 50%
380
40%
370
BRAZILIAN REAIS
SOURCE: E-BIT
AVERAGE TICKET VARIATION
According to Provar (Retail Management Program), after exceeding 90% of the purchase intention
in the first and second quarters of this year, we had a fall in purchase intention, maintaining the levels
of previous years. For the third quarter of this year, the index is 86.59%.
100%
94.70
95% 92.80
89.90 90.30
90% 88.30
86.70 85.80 85.30 84.70
83.90
85%
86.59
85.50
80%
75%
76.50
70%
3q 12 4q 12 1q 13 2q 13 3q 13 4q 13 1q 14 2q 14 3q 14 4q 14 1q 15 2q 15 3q 15
SOURCE: PROVAR/E-BIT
34
CONSIDERING
THE YEAR AS A WHOLE,
THE ONLINE PURCHASE
INTENTION OF E-CONSUMERS
HAS REACHED HIGHER
LEVELS IN 2015 THAN
IN PREVIOUS PERIODS;
THIS SHOWS US THAT
IN ECONOMICALLY
UNSTABLE TIMES,
CONSUMERS SEE THE
INTERNET AS A CHANNEL
TO PURCHASE PRODUCTS
IN A MORE PLANNED
MANNER AND WITH
BETTER COST-BENEFIT
states CLÁUDIO FELISONI DE ANGELO,
CEO of IBEVAR and creator of PROVAR
35
PURCHASE
HABITS &
MOBILE
SURVEY
In 2015, the access volume via
mobile devices keeps growing
and E-bit estimates that more
than 37% of accesses to the
largest e-commerce websites
are already generated by
smartphones or tablets.
Thus, strategies of large
Brazilian e-commerce
stores already point out an
increasing mobile trend.
CHAPTER 3 | PURCHASE HABITS & MOBILE SURVEY TABLE OF CONTENTS
SURVEY - PURCHASE
HABITS & MOBILE
W ith the purpose of understanding and
measuring the use of these mobile
devices in Brazil, E-bit carried out a survey
six months through an e-commerce website
in Brazil. Among the e-consumers surveyed,
83% have at least one mobile device and
between June 2 and 12, 2015,that analyzed home wi-fi connection is the most frequent
Brazilian e-consumer behavior regarding way to access the Internet in these devices,
the use of smartphones and tablets. Using which have been indicated by 84% of the
an online questionnaire, the sample was respondents. After that, comes wi-fi at work,
comprised of 2,204 Internet users who had with 39%, followed by (post and pre-paid)
performed at least one purchase over the last operator plans, 36% and 32%, respectively.
6 meses
NEARLY ALL EIGHT OUT OF EVERY FOUR OUT OF EVERY TABLETS HAVE BEEN
INTERVIEWEES HAVE TEN HAVE SMARTPHONES TEN INTEND TO PURCHASE LESS APPEALING:
A COMPUTER/LAPTOP AND FOUR OUT OF EVERY COMPUTER/LAPTOP only two out of every
TEN HAVE TABLETS AND SMARTPHONE OVER ten intend to purchase
THE NEXT SIX MONTHS this equipment
37
CHAPTER 3 | PURCHASE HABITS & MOBILE SURVEY TABLE OF CONTENTS
User behavior has certainly changed. When asked about the frequency with
According to André Ricardo Dias, Executive which they access the Internet, 72% of the
Director of E-bit, “online consumers’ interviewees said they use their smartphones
computer hours shall certainly be impacted several times a day to access the Internet;
more and more consistently by mobile devices; this percentage drops to 64% if we consider
after all, consumers have smartphones the use of computers or laptops (as shown
in their hands nearly 100% of the time”. in the figure below).
72%
MANY TIMES
27%
A DAY
64%
16%
AT LEAST
29%
ONCE A DAY
22%
3%
3 - 5 DAYS
11%
A WEEK
6%
3%
2 - 3 DAYS
12%
A WEEK
4%
2%
ONCE
8%
A WEEK
2%
2%
LESS THAN
10%
ONCE A WEEK
1%
2%
I DON’T ACCESS
4%
THE INTERNET
0%
SOURCE: E-BIT SURVEY – PURCHASE HABITS & MOBILE, JUNE 2015 SAMPLE Have a smartphone: 1,736 / Have a tablet: 932 / Have a computer/laptop: 2,126
THESE DATA SHOW THAT BRAZILIAN INTERNET USERS HAVE INCREASINGLY BEEN CONSIDERING
THE SMARTPHONE AS AN ESSENTIAL DEVICE TO ACCESS THE INTERNET THROUGHOUTTHE DAY.
38
MOBILE IS THE
SHORTESTPATH BETWEEN
PHYSICAL (OR ONLINE)
STORES AND THEIR CONSUMERS.
HAVING A RESPONSIVE
WEBSITE IS NOT ONLY A
DIFFERENTIAL BUT AN ACTUAL
BUSINESS NEED TO ATTRACT
CONSUMERS AND GENERATE
SALES. MOBILE COMMERCE
HAS BECOME A REALITY
FOR LARGE- OR
SMALL-SIZED RETAILERS
FABIANO DESTRI LOBO, Executive Director
of MMA (Mobile Marketing Association), points out
39
CHAPTER 3 | PURCHASE HABITS & MOBILE SURVEY TABLE OF CONTENTS
ONLINE PURCHASE
E-CONSUMERS ACCESS THE INTERNET AND PERFORM ONLINE PURCHASES MAINLY AT HOME.
96%
AT HOME
95%
58%
AT WORK
46%
13% AT FRIENDS’/
9% RELATIVES’ HOUSES
SOURCE: E-BIT SURVEY – PURCHASE HABITS & MOBILE, JUNE 2015 SAMPLE 2.204 RESPONDENTS (PERIOD: 02 TO 12 JUNE/2015)
AMONG E-CONSUMERS WHO ADMITTED HAVING A SMARTPHONE OR A TABLET, NEARLY HALF HAS
PERFORMED AT LEAST ONE PURCHASE THROUGH THESE DEVICES OVER THE LAST SIX MONTHS.
47%
PURCHASED
48%
PURCHASED
53%HAVEN’T
52%
HAVEN’T
PURCHASED PURCHASED
40
CHAPTER 3 | PURCHASE HABITS & MOBILE SURVEY TABLE OF CONTENTS
MOTIVATION OF USE
BY TYPE OF DEVICE
THE MAIN REASONS FOR CONSUMERS WHO FOR THOSE WHO PREFER
USING COMPUTERS/ PREFER TABLETS TO USE SMARTPHONES
LAPTOPS TO PERFORM HAVE PROVIDED THE TO PURCHASE ONLINE,
ONLINE PURCHASES ARE: FOLLOWING REASONS: THE HIGHLIGHTS ARE:
25%
It’s safer
30%
Practical and
48%
Practicality
easy to use
24%
More practical
19%
Convenience
16%
The device
or easier to use and comfort is always
with the user
24%
Larger screen
17%
Screen size
MORE TAKE ADVANTAGE OF
HOW PRACTICAL IT IS TO
PERFORM PURCHASES WITH A
size for better Advantage
visualization at least when SMALLER NUMBER OF CLICKS,
compared to
smartphones ANY TIME AND ANY PLACE.
41
CHAPTER 3 | PURCHASE HABITS & MOBILE SURVEY TABLE OF CONTENTS
40%
TAKE PICTURES
9%
PURCHASING
16%
INFORMATION
OF PRODUCTS A PRODUCT ON STORES
24% 34%
8%
INFORMATION
COMPARING
ON THE
PRODUCTS
PRODUCT
PAYMENT
OF A
PURCHASE
21% 38%
GEOLOCATION
GPS, maps, address
search, etc...
COMPARING
PRICES
27%NONE
SOURCE: E-BIT SURVEY – PURCHASE HABITS & MOBILE, JUNE 2015 SAMPLE Having at least 1 mobile device: 1,825
42
FIPE/BUSCAPÉ
INDEX
FIPE is an institute that carries
out primary data surveys for the
elaboration of indexes, average
price tables, and quantity charts of a
series of economic variables, among
which is the most traditional evolution
indicator of cost of living for families,
IPC - Consumer Retail Price Index.
MONTHLY EVOLUTION
OF FIPE/BUSCAPÉ INDEX
O f the 53 months when the study was
published, prices fell in 42 (or 79%
in this period), reflecting dynamism and
the recent general increase in price levels,
and more particularly, the devaluation
of Brazilian Real and consequent growth
competitiveness in the sector and the nature in the value of imported products and
of the main products sold (see figure below). components, which has a great weight
In the first half of 2015, the positive in e-commerce. In spite of that, in four
accumulated variation of 3.73% denoted of the six months, the index dropped.
44
1.5%
1.0%
3.5%
2.5%
5.5%
3.0%
4.5%
2.0%
0.5%
5.0%
-1.5%
4.0%
0.0%
-1.0%
-2.5%
-3.5%
-2.0%
-3.0%
-0.5%
FEB 11 -0.64
MAR 11 -1.18
APR 11 -2.41
MAY 11 -0.79
JUN 11 -1.19
JUL 11 -0.03
AUG 11 0.59
SEPT 11 -0.05
OCT 11 -1.42
NOV 11 -1.06
DEC 11 -2,85
JAN 12 0.90
FEB 12 -0.73
MAR 12 -1.22
APR 12 -0.73
CHAPTER 4 | FIPE/BUSCAPÉ INDEX
MAY 12 -0.36
JUN 12 -0.25
JUL 12 -0.74
AUG 12 -1.21
SEPT 12 -0.40
OCT 12 -0.64
NOV 12 -1.42
DEC 12 -1.28
JAN 13 2.39
FEB 13 -0.42
MAR 13 -0.26
APR 13 -0.44
MONTHLY VARIATIONS IN FIPE/BUSCAPÉ PRICE INDEX (%)
MAY 13 -0.28
JUN 13 0.04
JUL 13 -0.37
AUG 13 0.24
SEPT 13 -0.34
OCT 13 0.17
NOV 13 1.00
DEC 13 -2,44
JAN 14 1.35
FEB 14 0.14
MAR 14 -0.52
APR 14 -0.32
MAY 14 -0.19
JUN 14 -0.34
JUL 14 -0.02
AUG 14 -0.01
SEPT 14 -0.67
OCT 14 -0.44
NOV 14 -0.40
DEC 14 -1.85
JAN 15 3.07
FEB 15 -1.91
MAR 15 -0.41
TABLE OF CONTENTS
APR 15 4.73
MAY 15 -0.35
45
SOURCE: FIPE INDEX/BUSCAPÉ
JUN 15 -1.28
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
EVOLUTION OF ANNUAL
VARIATIONS AND JUNE/2015
C onsidering the 42 annual variations (t/t-12)
of the FIPE/Buscapé Index series, 38 had
price drop (90% of the series). Out of the four
reflects the rise of overall inflation, which
according to IPCA measurement went from an
annual variation pattern of 6.5% to 8.5%, and it
periods with annual price increase, three are reflects also the recent Dollar appreciation, which
situated in the 1st half of 2015 (figure below). increased approximately 17% between the 1st four
The expressive reversion of the trend observed months of 2015 and the 2nd four months of 2014.
in April (1.37%) and May (1.21%) of this year It is important to highlight that the categories
– since the mean annual variation was at with more weight in e-commerce are directly
-3% – slowed down with the 0.26% variation influenced by the exchange rate: Electronics,
in the period June 2015/June 2014. This reversion Computer, Photography, and Telephony.
ANNUAL VARIATIONS OF FIPE/BUSCAPÉ INDEX (MONTH Q / MONTH Q-12) SOURCE: FIPE/BUSCAPÉ INDEX
1.37
2%
1.21
0.42
0.26
1%
0%
-1%
-0.77
-1.22
-1.27
-1.31
-1.36
-1.48
-1.56
-2%
-1.61
-1.66
-1.78
-1.89
-1.99
-2.48
-3%
-2.78
-2.83
-3.25
-3.51
-4%
-3.62
-3.83
-4.24
-5%
-4.59
-4.87
-4.94
-5.22
-6%
-6.13
-6.42
-7%
-7.02
-8%
-7.67
-7.79
-7.89
-8.29
-9%
-8.92
-9.25
-9.32
-10%
-9.64
-9.73
-9.81
MAR 12 -9.85
-11%
JAN 12
FEB 12
APR 12
MAY 12
JUN 12
JUL 12
AUG 12
SEPT 12
OCT 12
NOV 12
DEC 12
JAN 13
FEB 13
MAR 13
APR 13
MAY 13
JUN 13
JUL 13
AUG 13
SEPT 13
OCT 13
NOV 13
DEC 13
JAN 14
FEB 14
MAR 14
APR 14
MAY 14
JUN 14
JUL 14
AUG 14
SEPT 14
OCT 14
NOV 14
DEC 14
JAN 15
FEB 15
MAR 15
APR 15
MAY 15
JUN 15
46
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
In the annual period June 2015/June 2014, in “TV set” prices and of -3.56% in “micro
out of the ten groups researched, six had price systems”. In the group with higher price
increases, and four had drops, with a significant increase – Cosmetics & Perfumery (8.23%)
difference between the groups of products – “electric epilator” (13.34%), “hair shampoo”
that comprise the index, which ranged from (11.17%), “hair dryer” (10.28%), and “body
a -12.19% drop in Telephony to a 8.23% increase moisturizer” (10.25%) were the highlights.
in Cosmetics & Perfumery (figure below).
Of the 165 categories researched, 139 (84%) Among all products that comprise the index,
had an average price increase of 5.47% and those whose increase outstood in the annual
26 (16%) had an average price drop of -5.28%. period of June 2015/ June 2014, in addition to
the ones previously mentioned, were: “printer
The group with the highest annual price cartridges” (25.27%), “gazebo tent” (21.52%),
drop in June 2015/June 2014 was Telephony “air conditioning” (18.68%), “processor” (17.62%),
(-12.19%), quite influenced by “cell phone/ “frying pan” (17.09%), “hair dryer” (10.28%), and
smartphone” (-8.41%). The second one was “PC” (10.28%). The ones with the highest drop
Fashion & Accessories (-9.83%) – influenced by were: “soccer shoes” (-18.98%), “sneakers (-16.31%),
tennis shoes (-16.31%) –, followed by Electronics “dishwasher” (-5.48%), “exercise bicycle” (-3.72%),
(-3.37%) – which recorded a reduction of -4.57% “treadmill” (-3.13%), and “tablet” (-2.21%).
47
E-COMMERCE
IS GROWING SO MUCH
IN BRAZIL THAT THERE
ALREADY ARE SEVERAL
OPTIONS OF TOOLS AND
SERVICES OPTIONS THAT
HELP MONITOR THE PRODUCT
PRICES PRACTICED IN THE
SHOPS. TODAY IT IS ALREADY
POSSIBLE TO HAVE REAL-TIME
MONITORING OF E-COMMERCE
WEBSITES AND EVEN
AUTOMATIZE THE PRICES
TO CERTAIN LIMITS ESTABLISHED
BY THE SHOPS
says RICARDO RAMOS, CEO of Precifica
48
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
E-COMMERCE PRICES
COMPARED TO
OVERALL PRICES
T he following graph shows that the annual
variation of e-commerce prices are 6.7%
lower than the average IPCA price in the period
weight in e-commerce – the variation
of the FIPE/Buscapé Index was approximately
13% lower than the average prices in the
May 2015/May 2014, and that while e-commerce economy. Despite the annual increases
prices have increased just 1.21%, IPCA recorded in the FIPE/Buscapé Index of April (1.37%),
significant 8.47%. Throughout 2012 – before the May (1.21%), and June (0.26%) 2015, its
impact of exchange rate devaluation over the variation is likely to continue at least
prices of imported products, which have a great 6% below IPCA in the next few months.
ANNUAL VARIATIONS OF FIPE/BUSCAPÉ INDEX, IPCA, AND DIFFERENCE (MONTH Q / MONTH Q-12)
10%
8%
6%
4%
2%
0%
-2%
-4%
-6%
-8%
-10%
-12%
-14%
-16%
JAN 12
FEB 12
MAR 12
APR 12
MAY 12
JUN 12
JUL 12
AUG 12
SEPT 12
OCT 12
NOV 12
DEC 12
JAN 13
FEB 13
MAR 13
APR 13
MAY 13
JUN 13
JUL 13
AUG 13
SEPT 13
OCT 13
NOV 13
DEC 13
JAN 14
FEB 14
MAR 14
APR 14
MAY 14
JUN 14
JUL 14
AUG 14
SEPT 14
OCT 14
NOV 14
DEC 14
JAN 15
FEB 15
MAR 15
APR 15
MAY 15
JUN 15
49
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
OVERAL IPCA INDEX, FIPE/BUSCAPÉ, AND FIPE/BISCAPÉ COMPRISED OF IPCA PRICES (JAN11=1)
1.350
1.300
1.250
1.200
1.150
1.100
1.050
1.000
0.950
0.900
0.850
0.800
0.750
JAN 11
MAR 11
MAY 11
JUL 11
SEPT 11
NOV 11
JAN 12
MAR 12
MAY 12
JUL 12
SEPT 12
NOV 12
JAN 13
MAR 13
MAY 13
JUL 13
SEPT 13
NOV 13
JAN 14
MAR 14
MAY 14
JUL 14
SEPT 14
NOV 14
JAN 15
MAR 15
MAY 15
OVERALL IPCA TOTAL FIPE/BUSCAPÉ INDEX COMPOSITE INDEX (IBGE PRICE AND FIPE-BUSCAPÉ WEIGHT)
The figure above shows a comparison these two indexes is quite discrepant from the
between the Overall IPCA and FIPE/Buscapé behavior of the Overall IPCA, which increased
Index and an Index comprised of IPCA price approximately 56% more than e-commerce
variations (predominantly physical retail) prices in the period of May 2015/January 2011.
and weights of compatible product categories
in the FIPE/Buscapé Index weights (of A significant part of these differences can be
e-commerce products). We observed that the explained by the following factors: a) the FIPE/
behavior of the Index comprised of products Buscapé Price Index monitors a different product
that are researched in the IPCA and in the basket from the one evaluated by the overall price
FIPE/Buscapé Index – which account for 70% indexes, i.e., only those that are marketed more
of the weight in the e-commerce – is quite significantly through the Internet; b) the weight
aligned and consistent with the behavior of of products that comprise the FIPE/Buscapé Index
the FIPE/Buscapé Index. Specifically in April are quite different from their weight in generic
and May 2015 regarding the base of January indexes; c) the distribution channel monitored
2011, the FIPE/Buscapé Index is 17% below, and by the FIPE/Buscapé Index is exclusively
the FIPE/Buscapé comprised of IPCA prices is e-commerce, while the other indexes monitor
15% below. On the other hand, the behavior of many other traditional and physical channels.
50
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
51
WITH THE INCREASE
IN INFLATION,
WHICH HAS ALSO
REACHED E-COMMERCE
PRICE COMPARATORS
GAIN IMPORTANCE
FOR HELPING CONSUMERS
TO FIND THE BEST PRICES
AND OFFERS AVAILABLE,
AS PEOPLE BECOME
MORE CONSCIOUS
IN SHOPPING MAINLY
WHEN THERE IS THE
PERCEPTION OF AN UNSTABLE
ECONOMIC SCENARIO
notes ROMERO RODRIGUES,
global CEO of Buscapé Company
52
FINAL
COMMENTS
53
FINAL COMMENTS | MAIN CLIENTS TABLE OF CONTENTS
MAIN CLIENTS
54
FINAL COMMENTS | GLOSSARY TABLE OF CONTENTS
GLOSSARY
A
ADHOC: research unpon request with BROWSER: browser to access the Internet
a specific purpose
BILLING: Total amount raised from sales CROSS BORDER: operation involving
an e-commerce order to be delivered
BLACK FRIDAY: e-commerce date with to another country
great discounts, typically on the last Friday
of November. This event was originated
in the United States, and was implemented
D
in the Brazilian e-commerce in 2012 DESKTOP: desk computer
55
FINAL COMMENTS | GLOSSARY TABLE OF CONTENTS
E M
E-COMMERCE: Electronic MEDALS: E-bit medals, certification
businesses, e-commerce, assigned by E-bit to classify stores
online retail, purchases over according to online consumer satisfaction
the Internet or online store, the after evaluating the services provided (they
environment of electronic commerce might be Diamond, Gold, Silver, and Bronze)
L O
LAYOUT: the layout of a website is its OMNICHANNEL: concept according
design, the display of an Internet page to which all channels of a retail brand
Online stores: stores established on the become available for consumers to contact
Internet, which perform sales in electronic them, by interconnecting off-line and
commerce. E-commerce online (traditional and online stores)
56
FINAL COMMENTS | GLOSSARY TABLE OF CONTENTS
S W
SEARCH ENGINES: service website for WI-FI: wireless access to Internet
57
FINAL COMMENTS | CREDITS TABLE OF CONTENTS
CREDITS
58
FINAL COMMENTS | DISCLOSURE SUPPORT TABLE OF CONTENTS
DISCLOSURE SUPPORT
CAMARA-E.NET
Founded in May, 2001, the Brazilian Chamber consensus positions before major public
of Electronic Commerce (camara-e.net) and private, national and international
is the main multi-sector entity in Latin agents, regarding the promotion
America and the Brazilian company with the of information and communication
highest representation in Online Economy. technologies. Among its members,
Its mission is to qualify individuals and camara-e.net has the most important
organizations for the safe practice of online e-commerce players, with infrastructure
businesses, by generating and diffusing companies, social media, means of
forefront knowledge, as well as defending payment, insurances, retail, and e-banking.
Access www.camara-e.net
E-COMMERCE BRASIL
E-Commerce Brasil is a project for the promotion of online commerce market
in Brazil, and it offers specialized content, trainings for professional of the sector,
and it also promotes a series of events throughout the country, among which is
E-Commerce Brasil Forum, considered by Forrester as the third largest e-commerce
event in the world and the largest in Latin America
Access www.ecommercebrasil.com.br
59
FINAL COMMENTS | DISCLOSURE SUPPORT TABLE OF CONTENTS
FECOMERCIOSP
The Federation of Goods Trade, Services, and Tourism of the State of São Paulo
(FecomercioSP) is the main union entity from São Paulo for the commerce
and services sectors. Responsible for managing the Social Service of Commerce
(Sesc) and the National Service of Commercial Apprenticeship (Senac) in this State,
it represents a segment in Economy that mobilizes over 1.8 million business activities
of all sizes, and it gathers 154 employers’ unions, which account for 11% of the GDP
in São Paulo – around 4% of the Brazilian GDP –, generating around five million jobs.
Access www.fecomercio.com.br
IAB BRASIL
It was founded in 1998 with the core which is represented in over
mission of developing the interactive 43 countries, among which are USA,
media market in Brazil. In 2006, the Australia, Singapore, Spain, France,
Interactive Media Association (AMI) England, Italy, Chile, and Mexico.
became part of the most important
association network in the world – IAB Brasil has currently more than
Interactive Advertising Bureau –, and 220 associates, among websites, portals,
changed its name to IAB Brasil. Since technology companies, Web-development
then, the association is part of an agencies, which are leaders in their
international association network, segment in the country.
Access www.iabbrasil.net
60
FINAL COMMENTS | PRESS INFORMATION / CONTACTS TABLE OF CONTENTS
PRESS INFORMATION
DISCLOSURE OF E-BIT DATA
E-bit requires 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.
CONTACTS
PEDRO GUASTI
ANDRÉ RICARDO DIAS
Institutional Relations
Executive Director of E-bit
VP of Buscapé Company
andre.dias@buscapecompany.com
pedroguasti@buscapecompany.com
+55 11 3848-8700
+55 11 3848-8700
61
www.ebit.com.br