Webshoppers 26h edition - english version

26th edition
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Copyright e-bit – All rights reserved

. Index
What is WebShoppers.......................................................................................................................................................................03
About e-bit................................................................................................................................................................................... 04
WebShoppers data: Methodology........................................................................................................................................................ 07
Executive Summary......................................................................................................................................................................... 08
Report Structure........................................................................................................................................................................... 09
Part I - Closing of the 1st half of 2012, expectations of the industry and the Latin American scenario.................................................................... 10
The end of the first half of 2012
Satisfaction for e-commerce
The e-consumers preferred categories
About the future
The e-commerce in Latin America
Parte II – Collective Purchasing..............................................................................................................................................................19
Collective Purchasing: Market Overview
The first half of 2012
The profile of the consumers of collective purchasing
The best-selling categories
Where the deals are purchased?
Forecast for the second half
Parte III – Mobile Commerce....................................................................................... .......................................................................26
M-Commerce: More than a trend, a reality
The M-Commerce in Brazil
M-Commerce consumer profile
Parte IV – The entrance of Amazon in Brazil.............................................................................................................................................32
Trends: Amazon in Brazil
Parte V – FIPE/Buscapé Index..................................................... ........................................................................................................ 35
The value of the search for prices in Brazilian e-commerce
e-bit major clients.......................................................................................................................................................................... 38
About camara-e.net................................................................................................................. ...................................................... 39
.
Contacts...................................................................................................................................... ............................................... 40
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. What´s WebShoppers?
An e-bit’s initiative, WebShoppers goal is to spread out essential information for the understanding of Brazilian internet
users shopping behavior and their relation with e-commerce.
WebShoppers analyzes the electronic commerce evolution, the changes in e-consumers behavior and preferences, and it
also attempts to find aspects to be improved in Brazilian’s e-commerce development.
Learn more about e-bit and its main products below.
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. About e-bit
Present in the Brazilian market since January 2000, e-bit won prominence in the development of e-commerce in the
country, becoming a reference in e-commerce information.
Through a sophisticated system of data collection, e-bit generates detailed daily information on e-commerce, data
from the consumer himself after making online purchases in more than 8,000 online stores in Brazil.
e-bit has collected more than 14 million questionnaires assessments of e-consumers and offers services for both
businesses and online consumers:
For consumers, e-bit acts as a consultant for Internet shopping, publishing on its website (www.ebit.com.br) and
evaluations of people who actually bought in the stores.
Information on services targeted at businesses can be found at the institutional e-bit (www.ebitempresa.com.br).
e-bit Certification – BitConsumidor (bitConsumer) is a groundbreaking virtual stores evaluation service in Latin
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e-bit Certification – BitConsumidor (bitConsumer) is a groundbreaking virtual stores evaluation service in Latin
America and also an electronic commerce reference in Brazil. e-bit has an agreement with more than 5,000 virtual
stores whose consumers are invited to fill out a survey right after they close their purchase on the internet. There are
two steps: the first one occurs immediately after the purchase, and the other one, some days after it, to evaluate the
product delivery. It’s an automatic and simple process, done on the internet.
E-commerce Information – The questionnaires, regarding virtual stores services quality, supplies e-bit’s database. By
processing them, e-bit emits reports that profile online consumers – gender, age, income, educational level, habits –
and also evaluate comparatively the virtual stores services, payment methods, revenue, etc.

e-Dashboard - The e-Dashboard is a modern online tool that provides daily updated information to keep track of e-
commerce growth and help you monitor the performance of your e-shop. This product helps you to make decisions
based on accurate information in order to increase the volume of sales, conversions and profits. The data presented
are collected from bitConsumidor surveys, at checkout of more than 8,000 Brazilian e-stores.
Price Monitor - Besides the follow-up reports of sales in Brazilian e-commerce, e-bit provides a service for monitoring
price, competitiveness and virtual consumer purchase intent. With this product, called Price Monitor, it is possible to
monitor, in near real time, the price of products in stores, in addition to evaluating the categories, products and
brands sought after by consumers when using the Internet to make a purchase. Learn more about this new bit of
sending an e-mail to negocios@ebit.com.br.
Survey Panel – e-bit owns a panel of high qualified respondents, basically formed by more than 1,4 million virtual
. About e-bit
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Survey Panel – e-bit owns a panel of high qualified respondents, basically formed by more than 1,4 million virtual
consumers. They can be invited to participate in quantitative and qualitative surveys through online access with own
incentive: “bits”. It is possible to perform a sample pre-segmentation by means of information – gender, age, income,
educational level, geographic area and subjects of interest.
E-mail Marketing - bitMail allows communication with a highly qualified public: e-bit associates base. It is mainly
composed of e-consumers, an adult public with high purchasing power and countless segmentation possibilities. bitMail
uses technological resources that enable an excellent return to the client supported on permission marketing (opt-in,
records unity control).

Advertising on e-bit’s website – www.ebit.com.br website is used by virtual consumers as a reference site for their
online purchases, being monthly visited by more than 400 thousand different users. In their pages, advertisers and
virtual stores can spread their products and services to an adult public with high purchasing power, obtaining an
excellent return in sales and brands publicity.
E-customer Retention Management – Receiving complaints from clients should be seen as a gift in electronic retail.
The worst client is the one who’s unsatisfied with the purchase, doesn’t complain but won’t go shopping in that store
again. Thinking about that, e-bit developed a special product for those stores that participate in e-bit Satisfaction
Survey, and that can now choose to receive unsatisfied clients comments in real time, with the order number. This
way, it is possible to immediately detect the eventual problem and act in order to solve it and retain the client,
converting an unsatisfied customer into a loyal one. Find out more information concerning this e-bit innovation by
sending an e-mail to negocios@ebit.com.br.
. About e-bit
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e-bit Ajuda! - Aiming to make life easier for consumers when making their online purchases, e-bit created a unique
and free service, which seeks to assist consumers in touch with the stores. The e-bit Help! will reduce the difficulty
and time spent by consumers in attempts to communicate with the stores if they do not receive the product. Enlist the
help of e-bit and be a consumer-and even more pleased!
Winke - It is a place where you can share with friends and followers all your purchases, from the most mundane, until
his greatest achievements! With the tool, tell your friends which gift you want to win or something new that you're
drooling to buy! Maybe your desires are not fulfilled faster than you think? www.winke.com.br

WebShoppers, in its 26th edition, uses information originated from surveys performed by e-bit with more than 8,000
virtual stores and its e-consumers panel.
Since January 2000 e-bit has collected more than 14 million questionnaires completed after the process of online
shopping system bitConsumidor.
Each month, this volume adds over 200,000 new questionnaires.
The e-bit data are collected from online shoppers immediately after the shopping experience. The bitConsumidor
allows, in addition to evaluate the store and the shopping experience, buyers also evaluate the post-sale customer
service and the likelihood of returning to the shop.
These informations, compiled, generate monthly market intelligence reports that indicates the socio-demographic of
the consumer, as well as the best selling products, most forms of payment used, among other datas.
. WebShoppers data: Methodology
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the consumer, as well as the best selling products, most forms of payment used, among other datas.
With this 26th WebShoppers edition, e-bit expects to contribute for internet and e-commerce development in Brazil.
Enjoy your reading!
e-bit Team

Between the period from 01/01/2012 to 30/06/2012 were earned US$ 5.06 billion in online sales in the country, which meant a nominal increase of 21%
compared to the same period last year.
In the first half of the year, 5.6 million people made their first online purchase, which means that we are now 37.6 million e-consumers.
Were performed approximately 29.6 million Brazilian online orders in stores during the period analyzed, with an average ticket of US$ 171,6. In the first half
of 2011, had been registered 25 million requests.
The Valentine's Day and Mother's Day contributed US$ 843 million from US$ 5.06 billion earned in the first half, representing 16.6% of total sales in the first
half.
It is expected that in the second part of the year, the sector will grow 20% over the same period last year, being earned an additional US$ 6.05 billion,
ending the year with a total of US$ 11.6 billion, a nominal growth of 20% over 2011.
The final placement of the most sold categorys in the first half was drawn as follows: "Appliances" in first (13%), "Health and beauty" in second (13%),
followed by "Fashion and Accessories" (11%), "Books, magazine subscriptions and newspapers" (10%) and "Computers" (9%) completed the ranking.
41% of Mexicans bought two or three times on the internet in the last 6 months. Meanwhile, 39% of Chileans held the same amount of purchases in the same
. Executive summary
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41% of Mexicans bought two or three times on the internet in the last 6 months. Meanwhile, 39% of Chileans held the same amount of purchases in the same
space of time, followed by Colombians (38%) and Argentines (36%).
In the first half of 2012, the market of "collective purchasing" totaled more than 12 million coupons sold at an average ticket of US$ 30,1. 233 deals were
announced, whose rebates generated savings of US$ 694 million in the pockets of the brazilians
In June 2012, 1.3% of purchases were made online through mobiles devices, both smartphones as tablet. In the same period of 2011, this indicator was 0.3%.
Most e-consumers using smartphones and tablets to make purchases over the Internet are women, with 53% share.
While the average ticket purchases abroad is US$ 78,3, Amazon is US$ 85,30. The value is however lower than the major competitor of Amazon, BestBuy,
which has an average ticket of US$ 105,1.
26% of customers who have already bought from Amazon have heard that the American company will have a online store in Brazil soon.
Only 4% of respondents said they would not buy in the Amazon of Brazil, while 48% said they did not know and 48% buy a product in the U.S. giant.
The Index FIPE / Buscapé, a report that raises, month by month, a radiograph prices of more than 1.3 million products in Brazilian e-commerce, average
prices fell to -0.31% in the month of JUN/2012, reinforcing the deflationary trend in prices on e-commerce in the last 17 months, when only AUG/11 (0.59%) and
JAN/12 (0.90%) there was an increase in prices.
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Considering US$ 2,0154 = R$ 1,00

. Agenda
Part 1 Part 2 Part 3 Part 4 Part 5
Closing of the 1st half
of 2012, expectations
of the industry and the
Latin American
scenario
Collective
Purchasing
M-Commerce FIPE/Buscapé Index
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The entrance of
Amazon in Brazil
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. Agenda
10
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Latin American
scenario
Collective
Purchasing
The entrance of
Amazon in Brazil

1.1 - End off first time!
The first six months of 2012 continued to trigger the numbers of Brazilian e-commerce. Between the period from 01/01/2012
to 30/06/2012 were earned US$ 5.06 billion in online sales in the country, which meant a nominal increase of 21% compared to
the same period last year, which recorded US$ 4.16 billion.
The Brazilian economy has´t very calm period during the first half, facing the crisis that hit Europe and the United States, a
decline of nearly 26% of job creation (according to the Ministry of Labour) and retraction of 3.8 % in industrial production (IBGE
data). The tax cuts in some sectors and encouraging credit were not enough to boost the economy as the expectation of 25%.
Despite a slowdown, although we noticed a sustainable growth in e-commerce.
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Even with the suspicion that the global crisis may cause impacts in Brazil, the number of e-consumers grew significantly, with
the continuous influx of “C Class”. In the first half of the year, 5.6 million people made their first purchase online yet, which
means we are now 37.6 million e-customers.
The number of orders also showed significant numbers. Were performed approximately 29.6 million Brazilian online orders in
stores during the analyzed period, with an average ticket of US$ 171,6. In the first half of 2011, had been registered 25 million
requests.
1.1 - End off first time!
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One of the main factors that contribute to the retention of e-consumers are the services provided by brazilian online stores.
Although Brazil still presents some logistical barriers affecting the industry, the e-consumers remain secure and confident in making
online purchases. According to data collected by e-bit, in partnership with the Movimento Internet Segura (MIS), group of the Câmara
Brasileira de Comércio Eletrônico (camara-e.net), 85.40% was the percentage of satisfaction with virtual trade in the first half, within
a cut-off of 85% of excellence. Several companies have reduced their interest free payment terms, increased freight charges and
extended delivery times to customers, which may have impacted on consumer e-satisfaction.
1.2 - Satisfaction with e-commerce
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As in traditional retail, seasonal dates are of great importance for e-commerce, adding relevant numbers to the industry. To get an
idea, Valentine's Day and Mother's Day contributed US$ 843 million from US$ 5.06 billion earned in the first half, representing
16.6% of total sales in the first half.
The collaboration of seasonal dates!
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1.3 - The preferred categories of e-consumers
The preferences and options of virtual consumers have been changing in recent times. Historically, as they become more
familiar and confident in the channel, the e-consumers shift their preferences, venturing into products that were not so
common in virtual carts.
In the first half of the year was no different. "Fashion and Accessories", which has been gaining ground rapidly in the past two
years, reached the 3rd position in the ranking of best-selling five categories, with 11% of total orders. In the same period last
year, there was neither figured in the rankings. This is due to greater comfort in purchasing items of clothing on the internet,
and companies in the segment witch have invested in technology and improvements in the standardization of those products.
The final placement of the most sold categorys in the first half was drawn as follows: "Appliances" in first (13%), "Health and
beauty" in second (13%), followed by "Fashion and Accessories" (11%), "Books, magazine subscriptions and newspapers" (10%)
and "Computers" (9%) completed the ranking.
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1.4 - About the future
During the remainder of 2012, online sales should continue to grow at the same rate presented in the 1st half. It is expected
that in the second part of the year, the sector to grow 20% over the same period last year, being earned an additional $ 6.05
billion, ending the year with a total of US$ 11.6 billion, a nominal growth of 20% over 2011. Historically, 55% of annual sales
belong to the period between July 1st and December 31st .
The average ticket must present fall in the second half. It is expected that in the last six months of 2012, the average amount
spent on online purchases will be around US$ 163,3. This can be explained by the increasing preference of e-consumers with
lower value, as the segment "Fashion and Accessories". However, the volume of requests should maintain a good pace.
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One of the main factors for most of the e-commerce revenues refer to the 2nd half is the highest number of seasonal dates
during this period. Besides having Father's Day and Children's Day, which have large financial stake in e-commerce, at the end
of the year, Christmas arrives as the sharper date and helps out with higher sales volume. Special Dates as Black Friday (late
November) and Cyber Monday (after Christmas), may boost sales as occurred in 2011.
It is expected that 5.4 million people make their first purchase online between July/12 and December/12. Thus, we would
have 11 million new customers by the end of 2012, reaching a total population of 43 million.
1.4 - About the future
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1.5 – The e-commerce in Latin America
This study aims to identify the profile and habits of e-consumer scene in Latin America, yet little explored. The following
countries were studied: Argentina, Chile, Colombia and Mexico. The research was conducted from fourth to August thirteen of
2012, with netizens over 18 years, collecting a total of 634 responses and still applied to the Brazil socio-economic
classification.
The behavior of the e-consumer in Latin America
According to data collected in the survey, when asked about how they use the internet, 70% of Argentines said they used to
make purchases, followed by Chile with 65% and by Mexicans, with 64%. The Colombians are the least use the Internet to buy:
50%.
However, the Colombians are the most used overseas market for their orders online: 13%, versus 4% of Argentines and Mexicans
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However, the Colombians are the most used overseas market for their orders online: 13%, versus 4% of Argentines and Mexicans
and 3% of Chileans.
When it comes to purchases made in their own country, Argentines and Chileans show more confidence with the internal
market, with 72% and 70% of the orders of these two nationalities. This proves an more mature e-commerce and with more
reputation in these two countries.
What else they use to buy?
The research revealed the preference of the consumers in the Latin American basket. While the favorite category of Argentines
(61%) and Chile (67%) is "Tickets", Colombians and Mexicans opt to buy "flights and hotel reservations." However, the category
"Electronics" appears in second place for the four nationalities.
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According to data pointed by the survey, 41% of Mexicans bought two or three times on the internet in the last 6 months.
Meanwhile, 39% of Chileans held the same amount of purchases in the same space of time, followed by Colombians (38%) and
Argentineans (36%).
In addition to these data, the survey revealed that most of the four nationalities intend to buy online in the next 3 months.
Who are they?
When referring to the gender of these consumers, we found that in Colombia (60%) and Mexico (66%), the majority is made up of
men. Unlike Argentina and Chile, both countries with 44% of male slice. However, the four nationalities have more consumers in
the range between 35 and 49 years old, the same age that has increased participation also in Brazil.
1.5 – The e-commerce in Latin America
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. Agenda
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Latin American
scenario
Collective
Purchasing
The entrance of
Amazon in Brazil

2.1 - Collective Purchasing: Market Overview
The collective purchasing are no longer new in the online market. After the "boom" of the industry for a little over than two
years ago, a new era began for the business model: maturation.
A new survey, conducted by InfoSaveme, a market monitoring tool developed by SaveMe in partnership with e-bit, revealed the
results of the sector during the first half of 2012.
Started in November 2011, the program is conducted based on the monitoring of more than 400 sites of collective purchasing in
activity in Brazil, covering 90% of the total market. Information is collected from offers, sales, number of coupons sold, savings
held with sales and average ticket value.
Methodology
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Reports of InfoSaveMe are made with the aid of information by e-bit. With this, InfoSaveMe get a complete overview from the
market of Brazilian collective purchasing.
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2.2 – The first half of 2012
Even with the slower pace of the economy, the market for collective purchases stood firm and earned over US$ 362.7 million in
the period, an increase of 2% over the first half of 2011, which, in macroeconomic terms, had results more positive than today,
which exceeded US$ 7.09 million in the outcome of the first half of 2011.
In the first half of 2012, the market of collective purchase totaled more than 12 million coupons sold at an average ticket of
US$ 30,1. 83.233 deals were announced, whose rebates generated savings of US$ 694 million in the pockets of the brazilians.
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* Reference values: cost of the best-selling vehicle in July 2012.
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2.3 - The profile of the consumers of collective purchase
Of the 12,202,790 coupons that circulated in the half, 22% were concentrated in March, due mainly to the action of a major
commemorative sites in the industry. The months of January, June and May recorded a similar level of coupons sold (about 18%
of the total), while April (14%) and February (9%) had fewer sales. March was also the month in which the offers generated the
largest economy in the semester, totaling US$ 171.9 million.
Leader categories
Airline tickets, cruises and accommodation discounts have changed the way that Brazilians plan their trips and was the main
source of earnings in the collective purchases on the first half of 2012. Were US$ 96.5 million raised by the "Hotels and Travel"
industry from January to June, or 26.6% of the total period. The results are due especially to the average ticket value of the
offers, the highest in the market, with an average of US$ 173,29.
June was the main month for this category, which accumulated an amount close to US$ 19.8 million. The good overall results of
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June was the main month for this category, which accumulated an amount close to US$ 19.8 million. The good overall results of
the month helped to warm it, and approximates the school holidays in July. In May the good performance of the market as a
whole also contributed to the category, which in the period totaled R $ 17.7 million.
The second more representative category was "Products", with almost US$ 89,3 million earned to an average ticket of US$ 32,5,
a share of 24.5%. "Health and Beauty" and "Restaurants" complete earns over US$ 49.6 million in the period. Together, these
four groups totalized about 85% of the total earnings of the semester.
Even with the spent amount lower for the period (US$ 12,3), the category "Restaurants" appears among the top earns on
account of its large sales volume: 3.7 million coupons were sold, what corresponds to 30.5% of the total. The categories
"Products" (21.95%) and "Health and Beauty" (20.37%) had the same standing in sales billing, with the second and third places
respectively.
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2.4 – Leader categories
Average ticket by category (overall average)
Categoria Ticket médio
Hotels and Travel US$ 173,24
Courses and Classes US$ 47,17
Sports US$ 40,32
Products US$ 32,52
Local services US$ 27,31
Health and beauty US$ 26,05
Bars and Nightlife US$ 13,76
Earnings
Categorie Total earned
Hotels and Travel US$ 96.6 million
Products US$ 89.1million
Health and beauty US$ 68.6 million
Restaurants US$ 52.7 million
Local services US$ 18.2 million
Entertainment US$ 15,6 million
Courses and Classes US$ 12.1 million
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Where they use to buy the offers?
The main market sector is the collective of “National Offer”s - as the name indicates, offers that are advertised and sold
throughout Brazil. In addition to a greater coverage and dissemination of sales, this division focuses category "Hotels and
Travel", with higher added value, and the category of "Products". This is reflected in the high levels of sales, average ticket and
the savings achieved by the national offerings that totaled US$ 129.6 million in the first half, or 35.7% of the total, selling 1.7
million at an average ticket coupons US$ 72,05.
Source: e-bit Informação (www.ebitempresa.com.br) and InfoSaveMe (www.infosaveme.com.br)
Period: January to June of 2012
Entertainment US$ 12,95
Restaurants US$ 12,31
Bars and Nightlife US$ 5.7 million
Sports US$ 4.06 million
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In local markets, the categories "Health and Beauty", "Restaurants", "Local Services", "Entertainment", "Courses and Classes",
"Bars and Nightlife" and "Sports" set the tone, with specific offers to the city where the bids are announced. The more
profitable local market with the higher records sales coupons of the country is the city of São Paulo, that in the first half
revenues totaled US$ 59.7 million and sold 2.3 million coupons.
Next is Rio de Janeiro, followed by Brasilia, Belo Horizonte and Salvador. While the top five positions of the local market are
well defined, the rest of the industry is highly fragmented. In the top 10 cities, which account for 79% of market outcomes, the
results of the fifth to tenth position are roughly equivalent, ranging from US$ 6.05 million and US$ 4.9 million, coming in order,
Recife, Goiania the region ABCD Paulo, Porto Alegre and Curitiba.
2.5 – Where they use to buy the offers?
Mercados Locais - 1° semestre 2012
Local market Billing Share Economy generated Sales share
Nacional offer ´s 35,69% 27,32% 14,74%
Source: e-bit Informação (www.ebitempresa.com.br) and InfoSaveMe (www.infosaveme.com.br)
Period: January to June of 2012
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Nacional offer ´s 35,69% 27,32% 14,74%
São Paulo 16,83% 24,07% 19,50%
Rio de Janeiro 10,95% 18,90% 8,31%
Brasília 2,94% 14,46% 3,90%
Belo Horizonte 2,76% 4,74% 3,59%
Salvador 2,16% 4,42% 3,38%
Recife 1,66% 1,57% 1,77%
Goiânia 1,59% 3,33% 2,31%
São Paulo - ABCD 1,49% 1,20% 1,74%
Porto Alegre 1,46% 1,57% 2,67%
Curitiba 1,34% 1,20% 1,89%
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The expectation for the second half of 2012 is that the market for collective purchases keep bringing good results and keep
warm. Performance should keep the breath of good middle of the second quarter of the year, hoping that the fourth quarter
results have a foreseeable impact approaching the end of the year, which increases costs for consumers. The year of 2011 had
total revenues of US$ 793 million and for 2012 is expected to grow by 5% to 10%.
2.6 – Forecast for the second half
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. Agenda
26
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Latin American
scenario
Collective
Purchasing
The entrance of
Amazon in Brazil

3.1 - M-Commerce: More than a trend, a reality
This chapter is much more than a simple prediction of how the market will behave from now on, it is a reality, yet subtle,
that should gain significant strength along with the evolution of the sector.
In comparison to U.S., where e-commerce has a much greater maturity than in Brazil, M-commerce still has a lot to
develop. The trend, however, for both countries, is the sector will grow, mainly due to higher sales of smartphones and the
increasing use of internet on mobile devices.
According to eMarketer, mobile commerce sales will reach US$ 11.6 billion this year in the U.S., representing
approximately 5% of total retail sales, up from 73.1% in compared to 2011.
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3.2 - M-Commerce in Brazil
The survey made by e-bit revealed that in June 2012, 1.3% of online purchases were made through mobiles devices, both
smartphones and tablets. In the same period of 2011, this number was 0.3%.
According to the survey, the majority of e-consumers using smartphones and tablets to make purchases over the Internet
are women, with 53% of share. In the overall market (people who made purchases through the internet) the division is
balanced: 50% of men and 50% of women.
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These e-consumers, separate from the operating system iOS (iPad / iPhone) and Android, also differ in profile: while the
iPad / iPhone users are more feminine, 54%, Android users are mostly male, on a percentage of 55%. Also, another
interesting finding is the relation to the volume of purchases of these two profiles.
22% of iPad / iPhone user, said they had made more than ten online purchases in the last six months, compared to 11% of
Android users. However, the e-consumers that uses Android to shopping online has a higher average ticket than others: US$
267,9 against US$ 202,4 from iPad / iPhone users.
3.2 - M-Commerce in Brazil
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3.3 - M-commerce consumer profile
Also according to the study data, the number of satisfaction of e-consumers who shop via mobile was lower if compared to
the regular e-commerce. This can be explained by the fact that many of these e-consumers are heavy users (people in the
last six months who effected 4 or more online shopping) and consequently more demanding. Another important factor is
that not all websites are suited to these platforms, which makes navigation and usability of some shopping more complex
for these consumers.
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The survey also showed that the rate of graduates who buy through mobile is 78%. In the general market, the number of
graduates reaches only 48%. The average household income of this public is US$ 3,575, higher than the average income of
the market, which is US$ 2,020. Of these e-consumers, 69% are concentrated in the Southeast. On the market overall, a
similar behavior: 65% are part of the same region.
The survey revealed that the main category consumed by this group is to "Appliances" more sold category in e-commerce.
The second and third position are to "Books" and "Health and beauty", respectively.
3.3 - M-commerce consumer profile
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. Report Structure
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Latin American
scenario
Collective
Purchasing
The entrance of
Amazon in Brazil

4.1 – Trends: Amazon in Brazil
Throughout the year of 2012 there was much talk about the arrival of Amazon in Brazil. Keeping this in the radar, e-bit conducted a
study that sought to understand how e-consumers perceive the arrival of the giant in the local market, tracing his profile and
behavior. The online survey was conducted between Augusto 3rd and 12 of 2012 and received responses from 3125 respondents.
According to the survey, little more than a quarter of respondents have the habit of buying outside the country, and of these, 26%
have bought from Amazon. These consumers also spend more: While the average ticket purchases abroad is US$ 78,3, Amazon is US$
85,30. The value is however lower than the major competitor of Amazon, BestBuy, which has an average ticket of US$ 105,1.
The price, by the way, is an important factor for e-consumers who buy outside the country, despite spending more on Amazon,
consider the main reason for having made the purchase.
Analyzing the profile of consumers who shop outside the country, we find out that: There is a higher concentration in “High-school”
in relation to the general Brazilian e-consumer: 38% versus 28%. Furthermore, 54% are men and 58% belongs to the B class, according
to the Brazilian socio-economic classification.
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4.2 – Trends: Amazon in Brazil
The study also showed relevant data about the reputation of Amazon opening a virtual store in Brazilian soil.
According to data, 26% of customers who have already bought from Amazon have heard that the American company will
have a store in Brazil soon.
With the survey information, it was possible to find out what consumers expect from the “Brazilian Amazon" on its
performance in the brazilian e-commerce: "Greater product diversity," followed by "innovative products". This means that,
somehow, the e-consumers are prepared to learn about new products and segments and purchase them online.
Finally, only 4% of respondents said they would not buy in the Amazon of Brazil, while 48% said they did not know and 48%
will buy a product in the Brazilian version of the company.
Brazil?
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Support:
Brazil?

. Report Structure
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Support:
Latin American
scenario
Collective
Purchasing
The entrance of
Amazon in Brazil

4.1 - FIPE Buscapé Index
The Index FIPE / Buscapé, a report that raises, month by month, a radiograph prices of more than 1.3 million products in
Brazilian e-commerce, average prices fell to -0.31% in the month of JUN/2012, reinforcing the deflationary trend in prices
on e-commerce in the last 17 months, when only AUG/11 (0.59%) and JAN/12 (0.90%) there was an increase in prices.
Among the ten product groups, only “Cosmetic and Perfumery” (0.22%) and “Appliances” (0.21%) had their prices increased
in June. Among the groups that had their prices are: “Home and Decoration” (-1.1%), “Sports and Fun” (-0.87%), “Fashion
and Accessories’ (-0.71%) and “Electronics” (-0.70%).
In a period of 12 months (Jun11/Jun12) the FIPE / Buscapé Index fell -7.07%, with significant differences in price changes
between the product groups that it comprises. The category with the largest decrease in the period was “Electronics” (-
14.85%), followed by “Telephony” (-13%). The segment of “Appliances”, one of the most representative in e-commerce,
had the price droped in -4.2% in the period from June 11 to June 12, and an increase of 0.05% in the last six months.
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had the price droped in -4.2% in the period from June 11 to June 12, and an increase of 0.05% in the last six months.
Support:

4.2 – The value of the price search in Brazilian e-commerce
In 2012, the Brazilian e-commerce should move about R$ 11.6 billion, an increase of 20% compared to 2011. Some drivers
of growth of e-commerce are: increasing number of households with computers, the spread of broadband access,
maturation and consolidation of the structure of online retail and safety in operations (secure ways of payment and
delivery reliability).
A huge choice of e-commerce only translates into value for consumers in terms of more factor that drives its growth:
search engines and price comparisons sites. These mechanisms allow consumers to more easily find what they want and
create a huge price transparency, saving money.
Based on the products prices in Buscapé, it was built for the month of May 2012, a preliminary indicator to assess the
potential gains with the additional price search in e-commerce. If we consider the 230,000 prices that comprised the FIPE
/ Buscapé Index of MAY/12, the average difference between the highest and lowest prices was 39.2%, or R $ 560.48,
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/ Buscapé Index of MAY/12, the average difference between the highest and lowest prices was 39.2%, or R $ 560.48,
roughly a minimum wage in Brazil. The lowest average price in e-commerce (US$ 709,22) is 14% lower than the average
price (US$ 824,08), and it is this range that would stand to gain additional potential based on the searches for the best
prices. Hypothetically, if the difference between the lowest price and the average price is reduced to 7%, the additional
savings for consumers in e-commerce in 2012 would be US$ 793 million.
Considering the current earnings of about US$ 2.9 billion estimated above, we arrive at a potential gain of $ 4.76 billion
directly related to transparency and encouraging competition derived from price comparison engines on the Internet.
The difference of 39.2% between the highest price and the lowest price, means that, on average, for every 2 products
bought by consumers who pay the highest price the consumer pays the lowest price that could buy 3 products.
Support:

. Credits / Main Clients
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Support:

. Credits / About Câmara-e.net
Câmara Brasileira de Comércio Eletrônico (Camara-e.net), founded in May 7, 2001, is the leading multi-sector body of the
Digital Economy in Brazil and Latin America. Its focus is on electronic business as a strategic factor in sustainable
economic development. Its mission is to empower individuals and organizations to promote and understand safe e-
business, through the dissemination of cutting-edge knowledge, and advocating consensus positions among public and
private, national and international organizations and policies. Among the main priorities of Camara-e.net is formulating
and proposing public policies, which promote the benefits of universal information and communication technologies to
regulatory and market authorities. The 100 members of the organization represent the leading companies of the major
sectors of the Brazilian economy and the world.
Go www.camara-e.net.
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Support:

. Contacts
www.ebitempresa.com.br
Pedro Guasti
VP of Intelligence Marketing to Buscapé
e-bit General Director
President of the board of E-Commerce-Fecomercio
Cris Rother
Managing Director Latin America
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www.camara-e.net
Ludovino Lopes
President
ludovino.lopes@camara-e.net
www.infosaveme.com.br
Public Relations
Gabriele Bortolucci
gabriele.bortolucci@v2comunicacao.com.br
(11) 5083 7447 ramal 16
Support:
negocios@ebit.com.br
+55 11 3848-8730

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