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Black Friday e-commerce in Brazil – statistics & facts

In recent years, the importance of Black Friday to Brazil’s e-commerce has grown. So much so that internet users in the South American country often refer to the shopping holiday as “Sexta Preta”, a literal yet informal translation to Brazilian Portuguese. In 2019, when Black Friday fell on November 29, approximately 2.85 million people in Brazil shopped online. This generated 3.2 billion Brazilian reals in sales revenue – over four times more than in 2013. An even greater share of the more than 132 million online shoppers in Brazil are likely to participate in Black Friday in the coming years, as the annual sales growth rate has been over ten percent for at least six consecutive years.

The volume of online shopping checkouts on Black Friday has risen with the number of digital consumers. In 2019, checkouts totaled more than 5.3 million purchases, almost 25 percent more than in the previous year. The average sales value per checkout, on the other hand, has shifted more in recent years, amounting to around 602 reals in 2019 – or approximately 142 dollars at November 29, 2019 exchange rates. Another key element has also been reduced: the size of the screens used for online shopping. In 2014, less than seven percent of digital sales on Black Friday in Brazil were made from mobile devices. Five years later, they accounted for 55 percent.

While mobile sales have been trending up, the same cannot be said for overall e-commerce on Black Friday. In 2017, 62 percent of consumers in Brazil planned to buy exclusively online on the shopping holiday, while eight percent would purchase items both online and offline. However, in 2019, just 38 percent would stick solely to online retail, whereas 25 percent would seek deals both in physical and digital stores. Still, more and more online buyers participate in Black Friday every year. In 2019, they mostly looked for consumer electronics, telephony, and IT products. And four out of five digital consumers who planned to shop on Black Friday expected low prices rather than giveaways or free shipping.

At times, the shopping season can turn into a bleak Friday for consumers in Brazil, due to a handful of hurdles. These include, for instance, multiple price rises exactly one month prior to Black Friday, which might encourage potential customers to monitor prices throughout the year instead of shopping on a special occasion. Delivery agility is another challenge: in 2019, almost half of the problems reported by Brazilian online shoppers on Black Friday were shipping delays. Furthermore, the number of complaints against online retailers rose by nearly 25 percent from 2018 to 2019, surpassing 120,000. Maintaining a fair pricing policy and improving logistics could therefore be some of the most competitive advantages for an e-tailer during Black Friday season in Brazil.

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Black Friday e-commerce in Brazil

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