Three foreign brands dominate Brazilian e-commerce

Ahead of the last quarter of the year, the period most anticipated by commerce, three e-commerce platforms appear in competition for access to Brazilian consumers. All are foreign e-commerce brands: Argentina’s Mercado Livre (13.8% of total visits), China’s Shopee (10.1%) and the national branch of North America’s Amazon (6.8%). The data is from the e-commerce sector report in Brazil by conversion.

Together, they generated around 700 million unique visits in August, slightly more than 30% of total e-commerce traffic. In addition, among the ten most accessible e-commerce platforms in Brazil today, five are from abroad: in addition to Mercado Livre, Shopee and Amazon, there are also Chinese AliExpress (6th place) and South Korean Samsung (10th). a list..

The complete Top 10 consists of:

  1. Mercado Libre (13.8%)
  2. Shopee (10.1%)
  3. Amazon (6.8%)
  4. Americanas.com (4.7%)
  5. Magazine Luiza (4.6%)
  6. AliExpress (3.7%)
  7. iFood (2.7%)
  8. Bahia houses (2.3%)
  9. Mesh shoes (2%)
  10. Samsung (1.85)

It’s important to mention that these figures were updated this month using a new database, which is the result of a partnership between Conversion and SimilarWeb. In the August report, measurements from March 2022 onwards are already included in the new calculation, which has changed some positions among the most visited brands in e-commerce.

Foreign dominance in other metrics as well

This dominance of foreign brands in e-commerce is also seen in the ranking of brands directly searched by users on Google – a metric called Search Share, which compares the number of citations of each company to the total number of searches in the segment in which it operates.

In this metric, Amazon, which was searched for by 52% of people within the retail segment in the month, took first place in overall consolidation. They are followed by the Brazilian chain of pet products Petz (47%) and the North American franchise of thermos Stanley (43%).

According to Conversion, foreign e-commerce brands have grown tremendously in the pandemic period and each player has their own strategy to win over Brazilians.

Mercado Livre, for example, has built a positive reputation that alone attracts millions of consumers every month. Amazon, on the other hand, is known for dates that promote deep discounts, such as Prime Day. Finally, Shopee, like most Asian e-commerce, is betting on a variety of low-ticket products to attract Brazilians with their low prices.

If they maintain their pace of growth through the end of the year, Chinese platforms can come very close to leading the national e-commerce rankings, the company said. Conversion claims that Asian platforms have been able to spot a major gap in global e-commerce, which is low cost. As a result, they created a great sense of urgency with their promotions, promoting a genuine discovery experience, which ultimately encourages people to spend more and more time within the site and app.

E-commerce pulls back even on Father’s Day

After a significant increase of 5% in July, driven by the performance of the tourism segment, Brazilian e-commerce saw a decline of 1.2% in August, closing the month with 2.28 billion visits – even with Valentine’s Day. State.

In fact, it was the fourth-best result in 2022 for the sector, which now starts counting days for more intense consumption, such as Children’s Day in October, Black Friday in November and end-of-year parties. in December. All this, not to mention the proximity of the World Football Championship, the effects of which will be felt already in the coming weeks, for example in segments such as electronics, clothing and tourism.

In August, some of the segments that had the biggest increase in visits were related to Father’s Day, such as sports (9.1%) – which performed best in 2022, with 102.4 million visits. The same is the case with the segment of electronics and household appliances, which recorded the second highest level this year, growing by 5.5% compared to July.

On the other hand, some segments lost ground in August, such as fashion and fashion accessories (-5.2%), gifts and flowers (-4.7%) – which had already fallen significantly in July – and home and furniture (- 4.7%).

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