The Brazilian e-shopper profileThe Brazilian e-commerce market is the largest in Latin America and has been growing steadily since even before the pandemic. It comprises 37 million unique online shoppers per quarter who make approximately 369 million orders annually.
More women than men in Brazil shop online, with women accounting for 58 percent of digital buyers. The gender difference is even more pronounced when it comes to order volume. The largest share of e-commerce users is made of people aged 35 to 44 who earn an average income.
Regarding product categories, consumer electronics lead in intended online spending. Electronics is also the segment where most online shoppers prioritize the online channel over in-store shopping during the pre-purchase research phase.
It is all about deliveryDelivery conditions can make or break an online sale. That holds particularly true in Brazil, where direct delivery to the buyer’s home is the main driver of online purchases, scoring even better than other key sales attributes such as lower prices or a wide product assortment. Out of ten Brazilian digital shoppers, six reside in the country’s Southeast, whereas the rest is distributed among the Northeast, South, Central-West, and North regions. In such a vast territory as Brazil, it only makes sense that e-shoppers prioritize shipping over other purchase conditions when shopping online.
Large domestic distances also impact delivery costs. In 2022, approximately 60 percent of online orders in Brazil were completed with free delivery. That same year, buyers paid an average of 25 Brazilian reals in delivery costs per order (around five U.S. dollars), a value that, despite inflation, has remained relatively steady in the past years.