WebShoppers 21ª Edição - Inglês

e-bit – todos os direitos reservados
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Copywrite e-bit – Todos os Direitos Reservados
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21st edition
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Index
What’s WebShoppers....................................................................................................................................... 03
About e-bit...................................................................................................................................................... 04
WebShoppers data: Methodology..................................................................................................................... 06
Executive summary........................................................................................................................................... 08
Report Structure............................................................................................................................................... 09
Part I - 2009 Balance....................................................................................................................................... 10
Another year of success
E-commerce: Everybody wants to participate!
Most sold categories in 2009
Part II – Multichannel Retail............................................................................................................................. 16
The products in the two channels
Online and offline payments
What will be your next choice?
Part III – Logistics........................................................................................................................................... 23
E-commerce: obvious that works!
The stock and the delivery process
Part IV – Expectations for 1st Semester 2010 ................................................................................................. 28
More growth ahead
The opportunities appear
What about the consumers in 2010?
About e-bit....................................................................................................................................................... 32
Contacts........................................................................................................................................................... 34

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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.

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About e-bit
Present in the Brazilian market since January 2000, e-bit achieved a highlight spot on the electronic commerce
development in the Country, becoming a reference in e-commerce information.
Through a sophisticated data collecting system, e-bit daily generates detailed information about e-commerce,
considering online consumer data after purchase closure in more than 1,800 Brazilian virtual stores.
e-bit has collected over 8.3 million e-consumers evaluation questionnaires. e-bit offers its services to companies as well
as to online consumers.
To the consumers, e-bit works as an internet shopping adviser, by publishing in its website (www.ebit.com.br) virtual
stores evaluations from people who actually shopped at them.
On the other hand, information regarding services directed to the companies may be found on e-bit’s institutional site
(www.ebitempresa.com.br).
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 2,200 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..

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About e-bit
Retail Monitor – apart from the sales follow-up reports performed in Brazilian e-commerce, e-bit also develops reports to
monitor virtual consumers purchase intentions. This product, called “Retail Monitor” enables to evaluate the most searched
categories, products and brands by consumers at the time they use internet to execute a purchase. Find out more
information concerning this brand new service by 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 one 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 high 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.
bitVeloz - is a performance monitor, which simulates one's access to online stores, 24 hours a day, it's 100% automated.
The calculation to measure the web pages performance is done through simulating a purchase in these stores, using pre-
configured parameters. Among other features, bitVeloz sends real time alerts to the managers, reporting unavailability, so
immediate actions can be taken.

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About e-bit
E-customer Retention Management – Receiving complains 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 which 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.
With this 21st WebShoppers edition, e-bit expects to contribute for internet and e-commerce development in Brazil..
Enjoy your reading!
e-bit Team

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WebShoppers data: Methodology
WebShoppers, in its 21st edition, uses information originated from surveys performed by e-bit with more than 2,200
virtual stores and its e-consumers panel.
bitConsumer Survey
Since January 2000 e-bit has collected over 8.3 million questionnaires answered after online purchase process through
bitConsumer system.
It adds more than 150,000 new questionnaires to that amount every month.
e-bit data are collected from online buyers, immediately after their check-out. BitConsumer allows purchasers to evaluate
not only the store and shopping experience, but also the post-sale service, the delivery service and the probability of
returning to the virtual store.
These information, compiled, monthly generates Market Intelligence reports that indicate the e-consumer social and
demographic profile, as well as the most sold products, most used means of payment, among other information.

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Executive summary
- Brazilian E-commerce grew 30% in 2009, reaching revenues of R$ 10.6 billion and user’s average spending of R$ 335.
For 2010, the expectation remains on the same level and revenues should reach R$ 13.6 billion.
-17.6 million was the number of consumers who bought over the Internet in 2009, an increase of 33% in comparison with
2008. For 2010, the number should reach 23 million, which represents a 35% growth.
-The categories of products most sold upon e-commerce in 2009 were: "Books and Subscriptions to Magazines and
Newspapers," "Health, Beauty & Medication," “Household Appliances ", "Informatics" and "Electronics".
-The World Cup should be the event that will boost sales in 1st half of 2010 with the sale of TV 's flat panel and "Sporting
Goods", following the growth of 145% in this category’s orders already observed in comparison between October 2009 and
2008.
- Among the e-consumers, 77% did at least one purchase in the last three months. Highlight for "Electronics" with 46% of
mentions online shopping and 28% offline. Intention to purchase products in this category grew 43% for the next three
months.
- The credit card remains as the preferred way of payment in the acquisition of the major categories of e-commerce.
Highlight for "Travel and Tourism (86%) and" Household "(84%).
- In 2009, 79% of deliveries were on-time. Not as good for the Northeast region where 73% of purchases has reached its
destination at the expected date and the rate of delay was higher than all other regions, with 21%.
- Quality in logistics operations are the "key" to the timeliness in delivery, which is one of the main attributes in
determining overall satisfaction of consumers.

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Report Structure
PART I 2009 Balance
Multichannel RetailPART II
PART III
PART IV
Logistics
Expectations for 1st Semester 2010

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PART I
2009 Balance

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2009 Balance
Another year of success
If the global financial situation worried many sectors of the economy since late 2008, the same happened with e-commerce.
This concern, however, was quite relieved with the help of the Brazilian government that announced the reduction of IPI
(Industrialized Product Tax) for Household Appliances, encouraging the growth in this category sales.
Purchases made by Internet, moved R$ 10.6 billion over twelve months, a nominal increase of 30% compared to 2008, when
the segment revenues were R$ 8.2 billion.
2009 Revenues R$ 10.6 Bi
Average Ticket R$ 335
% growth compared to 2008 30%
More than 17.6 million people have shopped online. In a dynamic and competitive market as this, people look for the best
deals, conditions of payment and higher levels of service.
Another good surprise was the average ticket of R$ 335, a result of the preference of consumers to buy products of higher
added value, such as Household Appliances and Computers, respectively, third and fourth best-selling categories on the web
in 2009.
2009 Balance
Source: e-bit Informação (www.ebitempresa.com.br)

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2009 Balance
Another factor that contributed to Brazilian e-commerce was the increasing confidence and consumer’s satisfaction with services
offered by the online stores. It was been over 85% since the beginning of the year, according to e-bit / Internet Segura de
Confiança.
e-bit Index Evolution / Internet Segura de Confiança
84,50%
85,00%
85,50%
86,00%
86,50%
87,00%
87,50%
Level of excellence defined by camara-e.net

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2009 Balance
For bricks and mortars retailers, the Special Days always increase sales. And it’s not different on the Internet. In 2009, the
five seasonal dates (Mother's Day, Valentine's Day, Father's Day, Children's Day and Christmas) together represented for the
Brazilian e-commerce revenues of R$ 3.35 billion or 31% of all sales year.
For the 1st time, the Children's Day was more significant in terms of revenues, compared to Mother's Day, which is
traditionally the period in which there is a higher volume of sales, behind Christmas. One of the reasons for this different
behavior was the economic recovery that occurred in the 2nd half of 2009 (post crisis).
Mother’s Day Valentine’s Day Father’s Day Children’s Day Christmas
Period
04/23/09 to
05/09/09
05/28/09 to
06/13/09
07/30/09 to
08/14/09
09/28/09 to
10/12/09
11/15/09 to
12/23/09
Revenue R$ 440 millions R$ 393 millions R$ 437 millions R$ 450 millions R$ 1,63 bilhões
Average Ticket R$ 337 R$ 330 R$ 346 R$ 339 R$ 362
% grow
compared to
2008
15% 21% 29% 25% 30%
Most sold
category
Households
Appliances
14%
Health, Beauty &
Medication
14%
Mobiles
6%
Toys & Games
5%
Informatics
9%
X-ray of Holidays Online Sales – 2009

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2009 Balance
E-commerce: Everybody wants to participate!
Not only in revenues has the Brazilian e-commerce evolved. The number of e-consumers also has grown, making possible
this evolution.
And this number also has increased. In 2008 there were 13.2 million consumers who bought online. In 2009, it raised to
17.6 million, a gain of 33% in just one year!.
1,1 2,0 3,4
7,0
13,2
0,6
1,4
2,5
4,4
2001 2003 2005 2007 2009
new buyers historical buyers
Number of e-consumidores (millions)
However, there is still space to grow. The 17.6 million represents only 26% of Internet users in Brazil (66.6 million in
2009, according to Ibope Net Ratings).
1.1 2.6
4.8
9.5
17.6

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2009 Balance
Throughout the year, online retailers have registered more than 32 million purchases across the country. With a demand so
high, some categories have boosted, ending 2009 as the sales leaders.
These are the cases of: Books, Subscriptions to Magazines and Newspapers (1st) Health, Beauty & Medications (2nd)
Household Appliances (3rd), Informatics (4th) and Electronics (5th), which together set the Top 5 ranking as best-sellers
categories in purchase volume.
An interesting fact that we have to mention is the growth of the category Household Appliances, which due to the reduction of
the IPI (Industrialized Product Tax) in mid-April, reached the 2nd position. In June, 2008 this category was in 5th place.
This was possible because of the Tax reduction by the Government, which enabled several people the opportunity to purchase
those products. In this category, the differences among prices reached up to 12% from one online store to another, according
to a survey made by BuscaPé in April 2009.
Books, Subscriptions to Magazines and
Newspapers
1º
Health, Beauty & Medications 2º
Household Appliances 3º
Informatics 4º
Electronics 5º

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PART II
Multichannel Retail

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Multichannel Retail
e-bit in partnership with Instituto Análise, prepared a special study on the retail channel, in order to understand the
habits and purchase intentions of consumers both in the online and brick and mortars stores.
Therefore, were conducted two field researches, with the interviews occurring in March 2010. Were collected online by e-
bit, through its panel of respondents (consisting mainly of e-consumers), 7,300 questionnaires. In parallel, was conducted
a quantitative field, face to face with the Brazilian adult population among 70 cities in all regions of the country, with 1,000
respondents.
The results of the online survey indicated Internet as part of the people's lives. According to data obtained through this
research, 77% of respondents reported having had at least one purchase on the Internet in the last three months
(December/2009, January/2010 and February/2010).
Results of the online survey
The products and the two channels
By analyzing the products purchased, both the online channel, and in bricks and mortars, we noticed differences among
categories. 46% said they bought Electronics on Internet in the last 90 days, while 28% said they bought the same type of
products at bricks and mortars retailers.
Informatics presented a better balance when compared in online and offline sales. While 41% of consumers have bought
products in this category over the Internet, 38% have purchased offline.

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Multichannel Retail
In the list below, which product did you buy online or offline in the last 3 months?
46%
45%
41%
40%
31%
26%
24%
21%
21%
21%
28%
32%
38%
36%
28%
66%
29%
32%
17%
27%
0% 10% 20% 30% 40% 50% 60% 70%
Electronics
Household Appliances
Informatics
Books
Mobile
Cosmetics, Perfume and Personal Care
DVDs
Toys and Games
Subscription of magazines
CDs
Online Offline

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Multichannel Retail
While the categories of high value products had a good market share on online sales, mainly because of the lower prices in
comparison with the traditional retailers, the category Cosmetics, Perfume and Personal Care did not follow the same way
and had a higher success on offline sales compared to online: 66% vs. 26%, respectively.
However, this fact shows the great space for this category to growth at. Because it is products that people usually buy
more frequently and for replacement, the tendency is that, as the e-commerce becomes even more present in daily life of
the Brazilian consumers, they will buy such goods by Internet more often.
Online and offline payments
An ally of the consumer in deciding whether or not to purchase a product is the payment method. On the Internet, the
consumer has the advantage of paying with credit card, in as many quotas as 12 or more, without interest.
In the traditional retail, while the deferred payment is not as elastic as the online, credit card is also the favorite payment
method.
According to the study "Multi-Channel Retail," 81% of e-consumers who bought electronics in the last three months, paid
with credit card. Besides, 68% of those who has no access to the internet bought also using this method of payment.
In the category “Household Appliances” the result was similar: 84% online, against 72% in the offline.
The study also analyzed the use of other payment methods such as bank transfer, debit card, check and cash.

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Multichannel Retail
Thinking about the last time you bought online and offline, how did you pay?
Credit card analysis
86%
84%
81%
81%
79%
78%
77%
76%
76%
75%
71%
72%
68%
58%
32%
65%
52%
55%
33%
42%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Travel
Household Appliances
Electronics
House and garden
Tickets
Mobile
Toys and games
Sport and leisure
Pet shop
Groceries
Online credit card Offline credit card

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Multichannel Retail
What will be your next choice?
The e-consumers may keep buying Electronics, Computers, Household Appliances and Books for the next three
months, according to the study. But the numbers are modest: 43% said they buy products from the 1st category, while
38%, 33% and 32% expect to purchase items from the other three categories, within ninety days, respectively.
For the offline shoppers, 42% may still keep buying Cosmetics, Perfume and Personal Care for the next 3 months. The
other categories are Electronics and Informatics, both with 19%.
e-bit in partnership with Instituto Análise plans to monitor the behavior of multichannel retail constantly, anticipating
the industry trends.

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Multichannel Retail
Which of the following products do you intend to buy in the next 3 months?
43%
38%
33%
32%
22%
19%
17%
15%
14%
14%
15%
19%
19%
18%
12%
16%
42%
9%
14%
15%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Electronics
Computers & Software
Appliances
Books
Cell Phones
DVDs & Videos
Health & Beauty Supplies
Traveling
Cd Music
Toys & Games
Online Offline

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PART III
Logistics

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Logistics
E-commerce: is obvious that works!
Behind a great show there’s always a great production, with a well prepared team working behind the scenes, ensuring the
success of the show. In e-commerce business, where the audience and the level of demand of e-consumers has increased
significantly over the years, is no different.
What a few realizes is the complexity behind an online purchase. For many online stores is very important to count on support
of specialized companies for delivery services that meet the consumers expectations.
Therefore, it is essential to online retailers counting on a good logistics operation. Meet the deadline and be well evaluated in
this regard is an efficient way to attract more buyers and retain customers. If someone makes a purchase with delivery option
for one business day, it certainly will require that the deadline is met, and the product integrity is not compromised, factors
directly linked to good transportation logistics.
Another factor that should attract the attention of companies is the chances in demand according to seasonality. For this
reason, advance planning is necessary for been success on dates such as Mothers Day, Father's Day or Christmas. To have an
idea of the scenario, in 2009 Christmas sales represented R$ 1,63 billion in a total e-commerce revenue of $ 10,6 billion, or
approximately 15% of all sales of the year.
There is still space for improvement
In December 2009, 76% of deliveries were performed successfully throughout the country. This percentage was below the
annual average of 79% due to the large volume of requests made during Christmas.
Comparing the rate of delivery by region in 2009, deliveries on time was best achieved in the southeastern region, with 80% of
the total, not so far as the national average and in the South, which were 79%

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Logistics
Analyzing deliveries delays and the orders that wasn't delivered, the percentage of South and Southeast regions came close
to the percentages registered around the country, with 15%, 14% and 15% respectively.
However, when we analyze the Northeast region, the percentage in delays was higher: 21%. This can be explained because
the majority of the e-commerce distribution centers are focused on the Southeast region, which complicates the process of
the logistics and transportation of the products purchased online.
15% 14%
21%
15%
79% 80%
73%
79%
Brazil Southeast Northeast South
Delayed On-time Delivery
On-time Delivery Rates –2009
These figures show how important for e-commerce is the role of companies specialized in logistics and distribution. They
make possible the delay in delivery be minimized.

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By the way...
The on-time delivery is not the only factor that determines the satisfaction of the e-consumer. According to data from the
bitConsumidor survey, "Handling and shipping of products" is also an important point. In a scale from 1 to 5 (1 being the
worst rating and 5 the best), the grade achieved in December 2009 was 4.36.
In the Northeast and Midwest, that grade felt to 4.19 and 4.24, respectively. The northern region was the one with the
lowest average: 4.17
In the other side, South and Southeast regions got the highest averages: 4.34 and 4.33, respectively. The national average
was 4.36.
4,24
4,19
4,17
4,33 4,34
Midwest Northeast North Southeast South
Handling and Shipping
Source: e-bit Informação (www.ebitempresa.com.br) – December 2009

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Logistics
The stock and the delivery process
One strategy adopted by online retailers, in order to improve its operations, is to outsource all or part of the physical
processes, called the fulfillment (storage, "pick and packing and delivery of the product).
To make this possible, companies specialized in fulfillment are gaining more strength in e-commerce, since the volume of
requests has increased significantly year by year.
According to Daniel Pellegrini, CEO of Vendapontocom, a company specialized in logistics, outsourcing of logistics
processes is beneficial to online stores. "In addition to speed up the implementation of a project, the complete outsourcing
of e-commerce enables businesses to reduce costs related to infrastructure systems, information
security, logistics, transportation and business management by diluting the value paid for this infrastructure with other
clients. The return on investment is also accelerated as the contractor can concentrate its efforts exclusively on sales
strategies and marketing of products“, says Pellegrini.
For Vendapontocom, integration with carriers is a step already won. In general, carriers offer 100% traceability and
national coverage. The investment in technology and intelligence in storage also ensure inventory accuracy, proper storage
and high productivity of the team.
With this level of service, e-commerce works as a clock. From the store website (front end), through the back office
system to the fulfillment. All the gears are synchronized and in harmony to ensure the best shopping experience for
consumers.

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PARTE IV
Expectations for
1st Semester 2010

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More growth ahead
After reaches the billion double digit in sales, e-commerce should keep 2010 with his rocket-like growth exhibited in recent
years
e-bit forecast is a growth rate of 30%. The Brazilian e-commerce will end 2010 with revenues of R$ 13.6 billion in sales of
consumer goods by Internet (excluding the sales of airline tickets, cars, and online auctions).
For the first six months of the year, the forecast is that this industry will move R$ 6.1 billion. This amount represents 45% of
total online sales for the year.
336
745
1750
3800
6100
1° sem 2002 1° sem 2004 1° sem 2006 1° sem 2008 1° sem 2010*
Online Revenues per 1st Semesters
(millions of Brazilian Reals)
Source: e-bit Informação (www.ebitempresa.com.br) *Forecast

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The opportunities appear
The online market has good results in Special Days. For the first semester, in addition to Mother's Day, another important
event for Brazilian retailers: the World Cup.
As Brazilians loves soccer, it is expected that the sales of some specific products will increase, as flat panel’s TV and Sporting
Goods. This last category, moreover, already has been growing. According to data collected by e-bit, "Sporting Goods" grew
145% in number of orders, comparing October 2009 with October 2008, and 99% in revenues over the same period.
What about the e-consumers in 2010?
Every year, the online buyers acquire more confidence in the channel
Nowadays, the "e-shoppers" are alert to the best prices and not just to the best service.
Before taking their decision, they are looking for product reviews and opinions of other users who have had satisfactory
purchase experiences in a particular online store. The use of this consumer generated contend, should increase in 2010. To
promote this collaborative experience, e-bit provides on its website, thousands of reviews from customers about products
and online stores, with the brand "Real Consumer", what means people who actually bought on Internet.
Furthermore, 2010 will ends with 23 millions of Brazilian e-shoppers. Yet this number represents approximately 35% of
internet users in Brazil, shows great potential for the sector keeping growing. According to report released by Ibope Nielsen
Online, the number, in August 2009, of Internet users in Brazil was 66.6 millions.

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2,8
5,7
11,3
19,8
1st sem. 2004 1st sem. 2006 1st sem. 2008 1st sem.
2010*
Number of e-shoppers 1st Semester (millions)
*Forecast

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About e-bit

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Present in the Brazilian market since January 2000, e-bit achieved a highlight spot on the electronic commerce
development in the Country, becoming a reference in e-commerce information supply..
e-bit offers its services as well as to online consumers. To the consumers, e-bit works as an Internet shopping adviser, by
publishing virtual stores evaluations of people who actually shopped at them (at its website: www.ebit.com.br). On the
other hand, information about services directed to the companies may be found on e-bit's institutional website
(www.ebitempresa.com.br).
Major Clients
About e-bit

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Contacts
www.ebitempresa.com.br
Pedro Guasti
Alexandre Umberti
negocios@ebit.com.br
55 11 3047-4999
www.camara-e.net
Manuel Matos
manuel.matos@camara-e.net
55 11 3231-0445
www.vendapontocom.com.br
comercial@vendapontocom.com.br
55 11 2178-2405

WebShoppers 21ª Edição - Inglês

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