webshoppers 28th edition - english version

Index

What is WebShoppers................................................................................................... 03

E-bit.................................................................................................................................. 04

E-bit Products................................................................................................................. 05

Report Methodology..................................................................................................... 07

Executive Summary.......................................................................................................... 08

Structure of the Report................................................................................................. 10

Chapter I – Results from the first half of the year and expectations for the

end of the year................................................................................................................ 11

Chapter II – Profile of the new e-consumer............................................................. 18

Chapter III – Shipping.................................................................................................... 27

Chapter IV – FIPE/Buscapé Index.............................................................................. 36

Main clients at E-bit...................................................................................................... 43

About Camara-e.net..................................................................................................... 44

Press Information.......................................................................................................... 45

Contacts............................................................................................................................ 46

Sponsors:Copyright E-bit – All rights reserved

2

What is Webshoppers

As an E-bit initiative, WebShoppers has the goal of disseminating

information that is essential for understanding e-commerce in Brazil.

The report, published biannually, analyses the evolution of e-commerce,

indicates estimates, changes in behaviors and preferences of e-consumers,

in addition to presenting the market´s trends, contributing to

the sector´s development.


3

Present in the Brazilian market since January 2000, E-bit has been

following the evolution of digital retail in the country since it began,

and is a reference for this topic.

Through a sophisticated system, which collects data directly with the online

buyer, E-bit generates detailed information about e-commerce daily.

E-bit´s website (www.ebit.com.br) provides relevant information for

consumer´s purchase decision-making process, in addition to o�ering

products and services to retailers.

For consumers, E-bit´s certification for online stores helps increase trust in

online shopping. Through classification by medals (diamond, gold, silver and

bronze), that insure the quality of the services provided by the retailer, the

consumer finds arguments that help him decide. For entrepreneurs, E-bit

works as a source of knowledge about e-commerce in Brazil, contributing to

the development of the business and industry in General.

The WebShoppers report, published biannually, analyses the evolution of

ecommerce, indicates estimates and trends, changes in behaviors and

preferences of e-consumers, in addition to presenting points that need to be

improved, contributing to the sector´s development.

Below, you will find out more about E-bit and its main products.

E-bit


4

http://www.ebit.com.br/?utm_source=28edicao&utm_medium=pdfwebshoppers&utm_campaign=pdfwebshoppersingles

• E-bit Certification – A virtual store evaluation service, a pioneer in Latin

America and reference for e-commerce in Brazil. E-bit has agreements with

more than 9,000 virtual stores and consumer from these stores are invited to

answer a survey, soon a�er completing their purchase on the internet. There

are three steps: one immediately a�er the e�ective purchase, another a few

days later evaluating the delivery and then a last one about product usability.

The process is automatic and simple, done over the internet.

• E-bit Help - Exclusive and free Service, which seeks to assist consumers

trying to contact virtual stores. E-bit Help aims to reduce the di�culty and

time spent by consumers attempting to communicate with the stores, if they

do not receive the product purchased.

• Electronic Commerce Information – Questionnaires answered daily by

consumers about the quality of services provided by virtual stores, supply Ebit

´s database with information. By crossing data, E-bit produces reports that

identify the profile of online consumers-gender, age, income, education,

habits-and also comparatively evaluate the services provided by virtual stores,

payment forms, billing, etc. The major reports include:

• e-Dashboard - A modern tool that provides daily information on the

market´s evolution and the virtual store, with data such as: number of orders,

sales volume, average ticket, number of single-time consumers, share of the

geographic regions, market share of the categories (computers, electronics,

etc), purchase motivators, delivery status, payment forms used, among

others.

E-bit Products

• E-commerce Overview Report and Forecast: Presents data regarding

the market´s evolution since 2000, with projections till 2020.

• Price Monitor - In addition to monitoring reports of Brazilian e-commerce

sales, E-bit o�ers a service for monitoring prices, competitiveness and

consumer purchase intentions. With the Price Monitor, you can track,

practically in real time, the price of products in virtual stores, as well as

evaluate the categories, products and brands that are most sought a�er by

consumers when they purchase online, as well as the shipping rates and

purchase intention for a product.

• TOP HITS – Presents the products that have been most sought a�er

by e-consumers in Brazil, with detailed information about the share in

each category and subcategory, with data from the Buscapé network.

• Behavioral Analysis Report - Displays executive information about the level

of satisfaction with the services provided and consumer profile of your virtual

store, tracing a comparative with the e-commerce market. In addition, you can

choose to receive real time comments from unhappy customers, along with the

order number. Thus, it is possible to immediately detect any problem and take

actions for a solution and customer retention, transforming the unhappy

customer into a loyal customer.

Find out more about E-bit products by sending an email to:

[email protected].


5























others.

E-bit Products





















[email protected].


6

The 28th Edition of the WebShoppers report uses information from surveys

conducted by E-bit with more than 9,000 virtual stores and e-consumer panel,

in addition to adhoc researches and external information.

E-bit Certification Research

Since January 2.000, E-bit has already collected more than 17 million

questionnaires answered a�er the online shopping process, and more than

300,000 new questionnaires are added on to this amount monthly.

E-bit data is also collected with online buyers, immediately a�er their

shopping experience. The E-bit certification service makes it possible to

evaluate the store and shopping experience, as well as a�er-sales services,

client services, the probability that the client will return to the virtual store

and the referral rate for friends and relatives of the client, known as NPS

(Net Promoter Score).

This compiled information, generates monthly market intelligence reports

that indicate the socio-demographic profile of the e-consumer, as well as the

best-selling products, most used payment forms, repurchase indicators

among other information.

Through another edition of WebShoppers, E-bit expects to continue

contributing to the development of the internet and e-commerce in Brazil.

Enjoy!

E bit Team























others.

Report Methodology





















[email protected].


7

Executive Summary

• Brazilian e-commerce sold R$ 12,74 billion in the first half of 2013. This

value is, nominally, 24% greater than what was registered in the same

period in 2012. The amount of online orders increased 20%, reaching 35.54

million.

• Despite the FIPE/Buscapé Index presenting a -4.59% reduction in

ecommerce prices during this period, the average ticket for e-consumers

grew 4%, if compared to the same period last year, reaching R$ 359,49.

• The categories that most sold were "Fashion & Accessories" (13.7%),

"Household appliances" (12.3%), ´´Cosmetics and Perfumery/personal

care/Health "(12.2%)," Informatics"(9%) and" Books/subscriptions and

Magazines "(8.9%).

• Mobile commerce began to enter the e-consumer market. In June 2012, the

share in transactional volume within the segment was 1.3% going on to 2.5% in

January 2013, and reaching 3.6 %in June.

• E-commerce should have R$ 28 billion in sales by the end of 2013,

representing a 25% increase if compared to 2012.

• In the first half of the year, 3.98 million people made their first online

purchase. With this, the total number of e-consumers, that have already made

at least one order online, reached 46.16 million.

• In regards to the profile of new e-consumers, E-bit discovered that women

are the majority (55%), from 25 to 49 years old (67%). While analyzing items

such as family income and education, it was possible to identify the strong

presence of the socio economic C class, 58.62% have an income of up to

R$3 thousand and 46% have completed graded and high school.

• By the end of the year, we will complete 8.9 million new e-commerce

buyers in 2013. Therefore, there will be 51 million consumers who have

made at least one online order.

• During a special shipping survey, E-bit found that most consumers choose

online purchases due to factors that provide savings, such as free shipping.

From those interviewed, 58% said they would buy more frequently online if

free shipping were available.

• From June 2012 to June 2013, the FIPE /Buscapé Index recorded a -4.59%

reduction of e-commerce prices. Considering the month of June 2013 only, an

average 0.04%increase of prices was verified. Over the 29 months in which

the index had been calculated, this was the fourth time with a price increase.


8

Executive Summary

• Brazilian e-commerce sold R$ 12,74 billion in the first half of 2013. This

value is, nominally, 24% greater than what was registered in the same

period in 2012. The amount of online orders increased 20%, reaching 35.54

million.

• Despite the FIPE/Buscapé Index presenting a -4.59% reduction in

ecommerce prices during this period, the average ticket for e-consumers

grew 4%, if compared to the same period last year, reaching R$ 359,49.

• The categories that most sold were "Fashion & Accessories" (13.7%),

"Household appliances" (12.3%), ´´Cosmetics and Perfumery/personal

care/Health "(12.2%)," Informatics"(9%) and" Books/subscriptions and

Magazines "(8.9%).

• Mobile commerce began to enter the e-consumer market. In June 2012, the

share in transactional volume within the segment was 1.3% going on to 2.5% in

January 2013, and reaching 3.6 %in June.

• E-commerce should have R$ 28 billion in sales by the end of 2013,

representing a 25% increase if compared to 2012.

• In the first half of the year, 3.98 million people made their first online

purchase. With this, the total number of e-consumers, that have already made

at least one order online, reached 46.16 million.

• In regards to the profile of new e-consumers, E-bit discovered that women

are the majority (55%), from 25 to 49 years old (67%). While analyzing items

such as family income and education, it was possible to identify the strong

presence of the socio economic C class, 58.62% have an income of up to

R$3 thousand and 46% have completed graded and high school.

• By the end of the year, we will complete 8.9 million new e-commerce

buyers in 2013. Therefore, there will be 51 million consumers who have

made at least one online order.

• During a special shipping survey, E-bit found that most consumers choose

online purchases due to factors that provide savings, such as free shipping.

From those interviewed, 58% said they would buy more frequently online if

free shipping were available.

• From June 2012 to June 2013, the FIPE /Buscapé Index recorded a -4.59%

reduction of e-commerce prices. Considering the month of June 2013 only, an

average 0.04%increase of prices was verified. Over the 29 months in which

the index had been calculated, this was the fourth time with a price increase.


9

Structure of the Report

Sales in the first half of2013 and expectations for the end of the year

Profile of thenew e-consumers

Chapter 1 Chapter 2

2013

Shipping FIPE/Buscapé Index

Chapter 3 Chapter 4


10

Results from the first half of 2013 and

expectations for the end of the year.

Chapter 1

2013

11

Chapter 1

Results in the first half of 2013

Half of the year has gone by, with good results for Brazilian e-commerce.

From January 1st till June 30th , 2013, the sector registered R$ 12,74 billion in

sales, which represents a nominal growth of 24% when compared to the

same period in 2012. The amount of online orders has increased 20%,

reaching 35.54 million.

The positive numbers contrast with the current economic scenario:

international crisis, low GDP, economy slowdown and, consequently, lower

consumption expectations. However, in periods such as this one, it is

possible to notice that consumers are more critical and conscious, in order to

make good deals. When considering all of the benefits o�ered by e-commerce,

such as competitive prices, convenience and easy payment

forms, choosing e-commerce becomes natural.

Despite the fact that the FIPE/Buscapé Index presented a -4.59% reduction in

e-commerce prices (chapter IV), the average ticket presented a nominal

growth of 4% compared to the same period in the previous year, at a value of

R$ 359,49. This can be explained by several factors, including: the launch of

new products, especially in the "Electronics" and "Informatics" categories, with

higher added value, and the inflation, which surpassed the Central Bank´s

goal in June. The satisfaction rate with online shopping had a small reduction

(-1%), compared to the first half of 2012, but still remains at an excellence

level, with the approval of 85.96% of the people who purchased online.


12

Chapter 1

SALES

NUMBER OF ORDERS

AVERAGE TICKET

SATISFACTION RATE

R$12.74 billion

R$359,49

35.54 million

NOMINAL GROWTHIn relation to the first semester in 2012 24%

85,96%

First Sem. 2013

OVERVIEW OF THE 1st SEMESTER IN 2013

Source: E-bit Information (www.ebitempresa.com.br)

st


13

Chapter 1

Most Sold Categories

In the first half of 2013, the "Fashion & Accessories" category, which was

close to reaching the most sold classification, reached first place, with

13.7% of the volume of orders. Next place went to "Home appliances"

(12.3%),”Cosmetics and Perfumery/personal care/Health "(12.2%),"

Informatics "(9%) and" Books/subscriptions and Magazines "(8.9%),

accordingly.

FASHION AND ACCESSORIES 13,7%

12,3%

12,2%

9,0%

8,9%

HOMEAPPLIANCES

INFORMATICS

BOOKS / SUBSCRIPTIONS AND MAGAZINES

COSMETICS AND PERFUMERYPERSONAL CARE/ HEALTH


MOST SOLD CATEGORIES (According to volume of orders)


14

Chapter 1

Social Networks motivating consumers

According to IBOPE, in January 2013, 46 million Internet users in Brazil were

social network users, which makes these channels important forms of

spreading trends and purchasing motivators. Categories like "fashion &

Accessories" and "Home & Decoration" stand out in this scenario. In

addition, the emergence of F-commerce, driven by some stores, also

explains the relevance of these means as online consumption motivators.

A point to consider in this case is that the purchases aren´t necessarily

completed on Facebook, but it does generate qualified leads for the stores.

JUN/10

MOT

IVAT

ORS

SOCIAL NETWORKS

JUN/11 JUN/12 JUN/13

0,53%

1,16%

3,44%

5,63%


HOW DID YOU GET TO THIS STORE?


15

Chapter 1

Mobile Commerce

Mobile Commerce is gaining support in Brazil. The popularity of smartphones

and tablets, along with the development of new applications and technologies

directed to this modality contribute to this.

In addition, the Ominchannel and the possibility of comparing prices within the

physical stores (Showrooming) make this kind of possibility increasingly

attractive to consumers. In June 2012, the segment´s transaction volume

share was 1.3%, going on to 2.5% in January 2013, and reaching 3.6 % in

June.

JAN/10

M-COMMERCE SHARE IN BRAZIL TRANSACTION VOLUME

0.0%

1.0%

2.0%

3.0%

4.0%

0.0% 0.0%0.1% 0.3%

0.8%

1.3%

2.5%

3.6%

JUN/10 JUN/11JAN/11 JAN/12 JUN/12 JUN/13JAN/13



16

Chapter 1

What´s ahead

2013 should end with positive results for Brazilian e-commerce. Numbers

for the first half contribute towards maintaining expectations. The forecast is

that the sector should reach R$ 28 billion in sales, which represents a

nominal growth of 25% compared to 2012, when sales reached R$ 22.5

billion.

2009

R$10,6

R$14,8

R$18,7

R$22,5

R$28

Forecast2010 2011 2012 2013*

EVOLUTION OF E-COMMERCE SALES (BILLIONS)



17

Profile of the new e-consumer

Chapter 2

18

Chapter 2

Buying online for the first time

In the first half of the year, 3.98 million people made their first online

purchase. With this, the total number of e-consumers, who have already

made at least one online order, reached 46.16 million.

The quantity of new consumers is less than what was registered in the same

period in 2012, when this number reached 4.64 million. This reduction

represents, at the current e-commerce moment, a stabilization. The industry

reached its peak of new consumers in the previous year and is now more

mature, which is why the rhythm of new consumers should be partially reduced

and become more stable.

1st Sem 2009 2,5 Million

2,32 Million

3,97 Million

4,64 Million

3,98 Million

1st Sem 2010

1st Sem 2011

1st Sem 2012

1st Sem 2013

EVOLUTION OF THE NUMBER OF E-CONSUMERS



19

Chapter 2

Who are the new e-consumers

In recent years, women were the majority. In the first half of 2013, this

remained the same. Women represented 55%. In regards to the age of new

e-consumers, the most significant age group continued to be 25 to 49 years

old.

SEX

FEMALE

56% 56%

44%

55 %

45%

57 %

43%

55 %

45%44%

MALE

1 st sem 1 st sem 1 st sem 1 st sem 1 st sem 2009 2010 2011 2012 2013

GENDER OF NEW E-CONSUMERS


Up to 24

From 25 to 49

More than 50

1st sem 2009 1st sem 2010 1st sem 2011 1st sem 2012 1st sem 2013

11% 9% 9% 9% 9%

69% 67% 67% 67% 67%

20% 24% 24% 24% 24%


AGE OF THE NEW E-CONSUMERS


20

Chapter 2

Who are the new e-consumers

When analyzing issues such as schooling and family income it is clear that

socio economic class C is strongly present among new e-consumers. Studies

from June 2009 till June 2013, show that new e-consumers who have

completed graded and high school went from 42% to 46%. While numbers

related to those who had complete and incomplete college degrees decreased

from 47% to 42%, in the same period.

This demonstrates that e-commerce also attracts a public with lower

education levels, which is a result, among other things, of the digital inclusion

among the lower income portion of the population.

EDUCATION LEVELS

POST-GRADUATION

47% 44% 43% 42% 42%

11% 11% 11% 11% 12%



EDUCATION LEVEL OF NEW E-CONSUMERS

GRADED AND HIGH SCHOOL

COLLEGE INCOMPLETE AND COMPLETE

42% 45% 46% 47% 46%


21

Chapter 2

In regards to family income, the most significant group in the last five years has

been people who earn up to R$ 3 000 per month. Socio economic class C has

represented most of the new e-consumers in this period. It is interesting to

observe that the group of consumers with a family income that is above R$

8,000 had a slight growth going from 3.76% in June 2009, to 5.36% in June

2013, which can also be an opportunity for retailers.

FAMILY INCOME

UP TO

3.00064,48% 63,93 % 61,39% 59,41 % 58,62%

23,70% 24,25 % 24,92% 24,37% 24,50%

3,76 % 4,27 % 5,64 % 5,51 % 5,36 %

8,06 % 7,55% 8,04 % 10,71 % 11,53 %

ABOVE

8.000

RATHER

NOTSAY

FROM

3.001TO

8.000



FAMILY INCOME OF NEW E-CONSUMERS

ATÉ


22

Chapter 2

Where are the new e-consumers

Just as in the general e-commerce market, in the first half of 2013, new

econsumers were more concentrated in the Southeast region (65%) with the

northeast (14%) and South (13%)regions coming next. The more recent digital

inclusion in the North, Northeast and Midwest regions, compared to the other

"pioneers", can be identified in these numbers.

REGIONSOUTHEAST 62% 65%

14% 13%

13% 13%

7% 6%

4% 3%

NORTHEAST

SOUTH

MIDWEST

NORTH

NEW E-CONSUMERS E-COMMERCE IN GENERAL

Source : E-bit Information (www.ebitempresa.com.br)

Where are the NEW E-CONSUMERS (1st sem/2013)


23

Chapter 2

How much they spend and how they pay for it

New e-consumers spent an average of R$ 352.29 on purchases in the first

half of 2013, while in the general market, the average ticket was a little

higher, R$ 359,29. From the people who purchased online for the first time,

36% preferred to pay in full, while 64% chose installments.

This demonstrates that the flexibility in regards to payment terms o�ered by

ecommerce attracts the public. The same behavior can be identified with

general e-commerce.

INSTALLMENTS

Installments

In full

NEW E-CONSUMERS

64% 63%

36% 37%

E-COMMERCE IN GENERAL


PAYMENT FORMS NEW E-CONSUMERS X MARKET: 1st sem/2013

N E W C O N S U M E R SR$352,29

R$359,49M A R K E T


AVERAGE TICKET NEW E-CONSUMERS X MARKET: 1st sem/2013

AVERAGE TICKET

AVERAGE TICKET


24

Chapter 2

Categories that were most purchased by new e-consumers

The category that was most purchased by new e-consumers in the first half

of the year was "Fashion & Accessories" (15.2%), followed by "Home

appliances" (12.3%), Cosmetics and Perfumery/Personal care/health

"(10%)," Books/subscriptions and Magazines "(9.1%) and" Informatics"(8.2%).

CATEGORIESRANKING

1 FASHION AND ACCESSORIES 15,2%

12,3%

10,0%

8,2%

9,1%

HOME APPLIANCES

BOOKS / SIGNATURES AND MAGAZINES

INFORMATICS

COSMETICS AND PERFUMERY PERSONAL CARE/HEALTH

2

3

4

5


CATEGORIES PREFERRED BY NEW E-CONSUMERS (VOLUME OF ORDERS): 1st sem/2013st


25

Chapter 2

More people buying online

By the end of the year, over 8.9 million will probably have purchased through

e-commerce for the first time. With this, we will have reached 51 million

consumers who have already made at least one online order. According to

Navegg (www.navegg.com.br), the number of Internet users in Brazil reached

105 million at the end of July this year. Soon, by the end of 2013, roughly half

of the people connected, will also be online consumers.

60

51

32

42,2

23,417,6

50

40

30

20

2009 2010 2011 2012 2013*


EVOLUTION OF THE NUMBER OF E-CONSUMERS (MILLIONS)

*Forecast


26

http://www.navegg.com.br/?utm_source=28edicao&utm_medium=pdfwebshoppers&utm_campaign=pdfwebshoppersingles

Shipping

Chapter 3

27

Chapter 3

Shipping Survey

Brazilian e-commerce growth was empowered, in recent years, with the free

shipping policy, a marketing action that is widely used by online stores since

early 2000´s. We know this policy is widely motivating for the virtual

consumer´s purchase decision; however, its result directly influences virtual

retailers´ margins.

Due to this, E-bit prepared, in this edition of the WebShoppers report, a

special survey on shipping, seeking to understand how its pricing policy

impacts virtual sales, through a quantitative research, with a structured online

questionnaire using E-bit´s Panel. The data was collected from 6/10/2013 to

6/25/2013, with 4,747 responses gathered.


28

Chapter 3

The importance of shipping with online purchases

Shipping is a preponderant factor in e-consumers´ purchase decision. A proof

of this is that 78% of the people E-bit interviewed stated that they pay

attention to values and options o�ered by the shops. In this scenario, the free

shipping policy becomes more important, attracting the public that is

interested in saving. In 2012, many retailers reduced this practice in order to

increase profitability. This is because delivery costs represent 10% to 15% of

the total e-commerce operation.

But during the first half of 2013, it was possible to notice free shipping o�ers

returning, which clearly shows that this policy boosts sales, especially in

crisis moments.

FREE SHIPPING PERCENTAGE


SHIPPINGjun/11

66% 57% 62%

34% 43% 38%

jun/13jun/12FREE

PAID


29

Chapter 3

I ALWAYSCHOOSE THE

CHEAPESTSHIPPING OPTION.

I USUALLYBUY ENOUGH TO

REACH THEFREE SHIPPING

AMOUNT.

I BUY FROM AN ONLINE SHOP

ESPECIALLY BECAUSE OF THE SHIPPING

OPTIONS.

I DON´T USUALLY PAY ATTENTION TO SHIPPING OPTIONS

AND VALUES.

AGREECOMPLETELY

45% 34% 11% 6% 4%

27% 30% 18% 11% 15%

23% 29% 20% 12% 16%

5% 5% 5% 8% 78%

AGREEPARTIALLY

DON’T AGREEOR DISAGREE

DISAGREEPARTIALLY

DISAGREETOTALLY

IMPORTANCE OF FREE SHIPPING

Source: Shipping survey June/2013 (www.ebitempresa.com.br)


30

Chapter 3

Free shipping as a purchase motivator

While questioning consumers about what reasons would lead them to

consume online, in a multiple response survey, the main elements of the

results achieved can be divided into two blocks.

The one that most influences a purchase decision includes factors that

provide savings, and in this case the free shipping o�er is among the

motivators.

Items that provide more convenience are second on the list.

REASONS TO BUY ONLINE

BEST PRICES 59%

40%36%

28%20%

44%SALES

PRACTICAL / CONVENIENCE

FREE SHIPPING

DELIVERY SPEED

EASY TO COMPAREPRICES WITH MANY SHOPS

Source: Shipping Survey June /2013 (www.ebitempresa.com.br)


31

Chapter 3

Free delivery is relevant as a purchase motivator when it comes to

frequency. In a multiple response survey, once again, the factors that

provide savings were first on the list.

82% of the interviewees would buy more over the internet if they found low

prices and 58% say they would be more regular if there was free shipping.

Security-related options (37%), delivery time (22%) and zero cost in the case of

product exchanges or returns (21%) were also important.

MOTIVATORS FOR REGULAR ONLINE PURCHASES

Shipping Survey June/2013 (www.ebitempresa.com.br)

82%

58%

37%

22%

21%

CHEAPER PRICES

FREE SHIPPING

SECURITY / PROTECTING PERSONAL AND FINANCIAL DATA

DELIVERY DATE GUARANTEE

ZERO COST IN THE CASE OF PRODUCT EXCHANGES OR RETURNS


32

Chapter 3

Free shipping as an important factor when choosing a store

There are several factors that lead consumers to buy in a particular online

store. But when evaluating criteria by order of importance, the most influential

towards choosing a store were trust and price, with 16%, followed closely by

free shipping (14%) and delivery timing (13%).

These numbers show that free delivery is significant because it is in the

group of options that provide savings to the customer.

DECISIVE FACTORS FOR BUYING AT A SPECIFIC STORE

Source: Shipping Survey June/2013 (www.ebitempresa.com.br)

16%

16%

14%

13%

PRICE

TRUSTING THE STORE

FREE SHIPPING

DELIVERY TIMIN


33

Chapter 3

When evaluating criteria for not buying at an online store, once again the

shipping factor was significant for e-consumers. From the interviewees

12% considered paid shipping to be a good reason for choosing another site.

First place went to a lack of trust , with 15%.

REASONS FOR NOT BUYING AT A SPECIFIC STORE


TRUSTING THE STORE 15%

14%

13%

12%

PRICE

DELIVERY TIMING

PAID SHIPPING


34

Chapter 3

What if delivery is faster with paid shipping?

When asked about whether they´d be willing to pay an additional shipping

value in order to receive their purchases faster, the e-consumers showed that

savings remain as one of the most relevant factors for a purchase decision.

From the interviewees, 19% also stated that in a free shipping o�er situation,

they would definitely agree to pay an amount in order to receive their

purchases quickly, while 45% wouldn't pay.

If the store already charges a delivery fee, only 15% would pay an extra amount

in order to have a faster delivery. Those who wouldn't pay amounted to 39%.

WOULD YOU PAY AN ADITIONAL FEE FOR A QUICKERDELIVERY AT A STORE WHERE SHIPPING IS FREE?


WOULD PAY

WOULD NOT PAY

MAYBE

45%

36%

19%

WOULD YOU PAY AN ADITIONAL FEE FOR A QUICKERDELIVERY AT A STORE THAT ALREADY CHARGES FOR SHIPPING?


WOULD NOT PAY WOULD PAY

MAYBE

46%

39%

15%


35

FIPE/Buscapé Index

Chapter 4

36

Chapter 4

Price Reduction

From June 2012 to June 2013, the FIPE Buscapé Index recorded a -4.59%

reduction in e-commerce prices. Analyzing month-by-month data, it is

possible to notice that, from December 2012 on, there is a tendency for price

reductions, due to the fact that the monthly variations are greater than those

12 months ago.

ANNUAL VARIATIONS OF THE FIPE BUSCAPÉ INDEX(MONTH T / MONTH T -12)

Source: FIPE/Buscapé

Jan12Feb12

Mar12Apr12

May12

Jun12Feb13

Mar13Apr13

May13

Jun13Jul12

Aug12Se

pt12Oct1

2Nov12

Dec12 Jan13

-9,73% -9,81% -9,85%

-8,29% -7,89%-7,02%

-7,67% -7,79%

-6,42% -6,13%

-5,22%-4,94% -4,87% -4,59%

-9,32% -9,64%-8,92% -9,25%


37

Chapter 4

Product Categories

Still within the June 2012 till June 2013 period, from the ten groups of products

researched, eight had price reductions. It was possible to observe significant

di�erences between the categories that make up the index.

ANNUAL VARIATIONS OF THE FIPE/BUSCAPÉ INDEX BY PRODUCTCATEGORIES (MAY 13 / MAY 12)


TOTAL GENERAL (151 CATEGORIES)

2,09%

0,34%-0,36%

-0,75%

-0,81%

-1,35%

-9,16%

-9,48%

-11,43%

-11,70%

-6,62%

-4,59%

2,88%

HOUSE AND DECOR

HOME APPLIANCES

COSMETICS AND PERFUMERY

TOYS AND GAMES

SPORTS AND LEISURE

INFORMATICS

PHOTOGRAPHY

TELEPHONY

FASHION AND ACCESSORIES

ELECTRONICS

67 CATEGORIES WITH INCREASES

4 CATEGORIES WITH REDUCTIONS8


38

Chapter 4

Understanding the scenario

The -4.59% reduction in the FIPE/Buscapé Index, June 2012 to June 2013,

contrasts with the increase in general consumer price indexes, such as the

IPCA-IBGE and the IPC-FIPE, which recorded an increase, during the same

period, from 6.50% and 5.13%.

A significant portion of these di�erences is explained by the following factors:

• The FIPE Buscapé Index monitors a basket of products that are di�erent

from those examined by general price indexes, i.e. only the products

commercialized in a more significant manner through e-commerce.

• The significance given to products that make up the FIPE Buscapé Index

is very di�erent than the significance given to the same products in

generic indexes.

• The FIPE Buscapé Index only monitors the e-commerce distribution channel,

while the other lists analyze several other traditional and physical channels.

• The dynamics of the electronics, computers and white good industries,

among others, is based on the constant release of new products generally

priced higher than previous models. These "new releases" do not enter the

price comparison as there is no correlation in the previous year.


39

Chapter 4

Prices in June 2013

Considering the month of June 2013 exclusively, the FIPE Buscapé Index

recorded an average growth rate of 0.04%. Over the 29 months where the

index has been calculated, this was the fourth time there was a price increase.

MONTHLY VARIATIONS OF THE FIPE BUSCAPÉ PRICE INDEX(%)


- 0,

64%

Feb/

11

Mar

/11

Apr/

11

May

/11

Jun/

11

Jul/

11

Aug/

11

Sep/

11

Oct

/11

Nov

/11

Dec/

11

Jan/

12

Feb/

12

Mar

/12

Apr/

12

May

/12

Jun/

12

Jan/

13

Feb/

13

Mar

/13

Apr/

13

May

/13

Jun/

13

Jul/

12

Aug/

12

Sep/

12

Oct

/12

Nov

/12

Dec/

12

3,00%

-3,00%

2,00%

-2,00%

1,00%

-1,00%

0,00%

- 1,1

8%

- 1,1

9% - 0,

73%

- 0,

73%

- 1,2

2%

- 1,2

1%

- 1,2

8%

- 0,

42%

- 0,

26%

- 0,

44%

- 0,

28%

- 1,4

2%

- 1,0

6%

- 1,4

2%

- 2,

85%

- 0,

03%

- 0,

36%

- 0,

25%

- 0,

74%

- 0,

64%

- 0,

40%

0,59

%

0,90

%

2,39

%

0,04

%

- 0,

05%

- 2,

41%

- 0,

79%


40

Chapter 4

Categories analyzed in the month of June

From the ten categories monitored, seven showed a price increase, with an

emphasis on "Toys and Games" (2.60%) and "Home & Decor" (1.22%).

MONTHLY VARIATIONS OF THE FIPE/BUSCAPÉ INDEXBY PRODUCT CATEGORIES (JUN 13 / MAY 13)

Source : FIPE/Buscapé

-1,00%

TOYS AND GAMES

HOUSE AND DECOR

COSMETICS AND PERFUMERY

SPORTS AND LEISURE

PHOTOGRAPHY

ELECTRONICS

FASHION AND ACCESSORIES

HOME APPLIANCES

INFORMATICS

TELEPHONY

91 CATEGORIES WITH INCREASES

60 CATEGORIES WITH REDUCTIONS

TOTAL GENERAL (151 CATEGORIES)

-0,50% -0,00% -0,50% -1,00% -1,50% -2,50%-2,00% -3,00%


41

Chapter 4

Fundação Instituto de Pesquisas Econômicas (Foundation Institute for

Economic Research) is responsible for the calculation methodology

of the FIPE Buscapé price, represented by Sergio Crispim.

Contact: (+55 11) 3767-1700 / 3767-1701 / 3813-1444


42

Main Clients


43

Credits / About Câmara-e.net

The Brazilian Chamber of Electronic Commerce (Camara-e.net), founded in

May 7th , 2001, is the leading Digital economy multi-sector entity in Brazil and

Latin America, focused on electronic business as a strategic factor for

sustainable economic development in the 21st century. The Chamber´s

mission is to train individuals and organizations about safe practices for

electronic business, through generating and disseminating leading

knowledge, as well as defending consensus positions when facing the main

public and private agents, both national and international, related to the

promotion of information and communication technologies.

Camara-e.net´s main priorities include formulating and proposing public,

regulatory and market policies, that encourage the production and

universalization of the information and communication technologies´ benefits.

The 100 members of the entity represent leading companies from main

sectors of the brazilian and world economy.

Acess www.camara-e.net.


44

Press Information

Disclosure of E-bit Information

E-bit requests to be mentioned as a source of information in any press

release, opinion article, editorial or newspaper article, that quotes data

collected in E-bit studies about the Brazilian e-commerce market, especially in

regards to the WebShoppers report.

We reinforce that the data belongs to E-bit and therefore, the press must

always inform the source, in order to enhance the credibility of the information

and prevent data disclosed by the company from being assigned to other

sources.


45

Thank You!Pedro Guasti

VP of Intelligence Marketing for Buscapé Company

General Director at E-bit

[email protected]

+55 11 3848-8730

webshoppers 28th edition - english version

Technology