Brazilian e-commerce recorded record revenues in 2021, totaling more than BRL 161 billion, an increase of 26.9% compared to the previous year. The number of orders increased by 16.9%, with 353 million deliveries, according to research by Neotrust, the company responsible for monitoring Brazilian e-commerce. The average value per purchase also increased by 8.6% compared to 2020, reaching an average of BRL 455.
In the quarterly balance, one of the highlights is the increase in the number of orders in the first quarter, which increased from 49.9 million in 2020 to 78.5 million in 2021.
“Online retail sales continue to grow, even after the easing of pandemic restrictions and the gradual resumption of brick-and-mortar retail. In the fourth quarter of 2021 alone, 101.6 million orders were shipped, compared to 86.6 million in 2020. Revenue reached BRL 46.4 billion in 2021, compared to BRL 38.7 billion in 2020,” he points out. Paulina Dias., Head of Neotrust’s Intelligence Area, responsible for conducting survey and analysis related to online retail.
Mobile phones, home appliances and electronics were the segments with the highest revenue last year. The most prominent regions are the Southeast, which concentrated 62.3% of orders in 2021, and the Northeast, with 15.1% – which is equivalent to 3.5 percentage points more than in 2020 for the region.
Results by gender show that women make up 58.9% of claims, compared to 41.1% of men. However, the average ticket for women is lower than for men: 387 BRL compared to 552 BRL.
The age index shows that online purchases predominantly come from the age group of 36 to 50 years, which represents 34.9%, and from 26 to 35 years, which represents 32.1% of the total volume. Purchases made by people over 51 increased from 15.5% in 2020 to 16.6% in 2021.
The survey also showed that credit card remains the preferred form of payment for Brazilians in e-commerce.
- 69.7% of purchases were made with a credit card,
- 16.9% with bank statement,
- 11.1% with other payment methods (such as wallet and cashback)
- 2.3% via PIX.
Although still not very pronounced, orders paid with PIX increased in 2021: in January they represented 1% among all payment methods, and in December they reached 4%.
Revenue growth is expected in 2022
According to the company’s projection for 2022, e-commerce revenues are expected to grow by around 9%, reaching a record turnover of R$174 billion this year. However, inflation, a high dollar and a pessimistic projection of Brazil’s GDP are factors that may negatively affect the growth of online retail.
Online orders are expected to grow by 8%, totaling 379 million purchases. The average ticket should remain stable, with an increase of about 1%, estimated at R$ 460 per person.
The categories that should grow the most are:
- electronics (21%),
- household appliances (19%),
- food and drink (18%).
The segments with the highest income should be:
- telephony (32.4 billion R$),
- household appliances (R$ 23.7 billion)
- electronics (R$ 18.6 billion).
“For 2022, it is expected that there will be an expansion in the market, with companies more ready for this channel. Another trend is the improvement of the interaction between physical and digital, which will enable greater efficiency in purchases and in the relationship between consumers and stores”, analyzes Fabrício Dantas, CEO of Neotrust.
“In terms of payments, digital wallets and PIX should continue to grow, to expand their share of e-commerce. With an increasingly competitive market, online retailers must bet on faster and more functional delivery, for example, as a way to attract and retain customers,” explains Dantas.
New consumers for e-commerce
The COVID-19 pandemic has accelerated the migration of people to digital consumption. Research conducted by the Ebit/Nielsen consultancy, in partnership with Bexs Banco, shows that e-commerce in Brazil grew by 41% in 2020 and gained 13 million new consumers. Progress was made possible by the closure of physical stores and traffic restriction measures.
E-commerce is expected to grow among Brazilians in the coming years. According to the Future of Retail research, conducted by Euromonitor International and Google, the growth projection between 2021 and 2025 is 42%. And the research also points out that 25% of new consumers are Generation Z, born between 1995 and 2010.
“Brazilians are adapting to the online shopping environment, and it is very interesting that, although they were encouraged by the restrictions due to COVID, e-commerce met its growth projections for the coming years, even after the end of the pandemic”, explains Leiza Oliveira, CEO Minds Idioms.
According to the company, two out of 10 Brazilians buy courses online.
“This growth is connected not only to the fact that people have the habit of putting their plans and goals into action at the beginning of the year, but also to the wave of e-commerce enthusiasts, who arrived to facilitate and speed up the process of buying at the market,” concludes Leiza.
However, he points out that the consumer is sensitive to the value of delivery. The higher the shipping cost, the greater the possibility of a complaint on any aspect of the purchase.
Products with free shipping resulted in 43% of orders shipped, with only 5.9% of complaints, proving to be a huge e-commerce driver.
* Trainee under supervision