São Paulo – Despite the partial, gradual reopening of stores and malls across Brazil, the ecommerce has kept growing during the coronavirus pandemic and changed the Brazilian consumers’ habits. Figures from the Industry Report on the Ecommerce in Brazil reveal that in July the number of hits were up by 25% month on month, reaching 1.29 billion hits in online commerce pages in the country.
This is another record high in the ecommerce, and July became the third best month in history, just behind May – with the peak of the pandemic and Mother’s Day – and 2019 November – the month of Black Friday.
The study does not consider purchases, just hits and consumer interest, but the report points out that 86% of the Brazilians with access to the Internet have made purchases during the pandemic, and that the clothes and accessories category was the top one.
The study was carried out by consulting firm Conversion, which specializes in marketing and ecommerce, and brings an analysis of the 200 largest online sales websites and 15 sectors that are present in the ecommerce in the country. They include: Footwear; Home and Furniture; Foods and Beverages; Cosmetics; Education, Books and Stationery; Electronics and Appliances; Sports; Pharma and Health; Imports; Children’s Products; Jewelry and Watches; Fashion and Accessories; Pets; Tourism and Retail.
The figures show that tourism was the industry that posted the highest increase in hits in July, up 29% month on month. The sports industry increased by 11.5%, imports 5.95%, fashion and accessories, 5.84%, and footwear 4.51%. Across the board, ecommerce grew by approximately 1%.
The consulting firm carried out a survey with 395 Brazilians aged 18 years old or older in late July. The level of confidence of the survey is 95%, and its margin of error is 4.9 percentage points.
According to the study, Google was the media that most influenced the consumers in their purchase decision, reaching 63% of the consumers. Other influence channels were Instagram, for 46.45% of the interviewees, and Facebook, for 46.15%. TikTok influenced the online purchases as much as the radio did, just 4.44%.
The study is available here.
Translated by Guilherme Miranda
