ON e-commerce continues to spread in Brazil. In December 2020, they recorded a growth of 53.83% compared to the same period in 2019. Revenues, with regard to the same comparative basis, increased by 55.74%. Even with good development, sales fell in December 2020 compared to November: (-27.16%). It ended the year with a positive index: 73.88%.
The data is from the MCC-ENET Index, developed by the Metrics Committee of the Brazilian Chamber of Digital Economy (camara-e.net) in partnership with Neotrust | The Buy & Trust movement.
“Even with the flexibility and opening of physical retail stores according to a scenario more similar to the one observed before the pandemic, data from December prove that online shopping has become a habit of Brazilian consumers. The strong growth in Christmas sales helped make the consolidated result for the year a real success for the sector,” says André Dias, coordinator of the Measurement Committee at camara-e.net and founder of Neotrust | Buy and believe.
Following the sales metrics, when looking at data by region, comparing December 2020 to the same period in 2019, the composition was as follows: Northeast (77.63%), South (66.22%), Southeast (48.32%), the Midwest (46.99%) and the North (39.25%).
Results for the year were: Northeast (100.34%), South (79.22%), North (73.24%), Midwest (72.87%) and Southeast (68.74%).
Billing from e-commerce, in comparison between December and November, also recorded a negative change (-38.06%). However, in the year it had a high 83.68%.
Comparing regional data, between December 2020 and the same month of the previous year, the composition was as follows: Northeast (80.69%), South (62.68%), Southeast (51.43%), Center-West (39.58% ) and the North (35.70%).
In the accumulated result for the year, the development was: Northeast (116.53%), North (85.29%), South (82.57%), Southeast (77.97%) and Central West (76.81%) .
E-commerce in a retail store
In November 2020, e-commerce represented 14.4% of limited retail trade (excluding vehicles, parts and construction materials). In the last 12 months, it is recorded that the share of e-commerce in retail trade is 9.3%. It is worth noting that this indicator is based on the latest IBGE (Brazilian Institute of Geography and Statistics) Monthly Trade Survey, published on January 15.
In November, the overview of purchases made via the Internet by segment was as follows: equipment and consumables for the office, IT and communications (41.8%); furniture and household appliances (25.9%); and fabrics, clothing and footwear (11.8%). They are followed by pharmaceutical, medical, orthopedic, perfumery and cosmetic products (7.5%), other products for personal and household use (7.4%); hypermarkets, supermarkets, food products, beverages and tobacco (3.3%); and finally books, newspapers, magazines and accessories (2.3%). This indicator also uses IBGE’s monthly trade survey as a base.
Another metric assessed by MCC-ENET reveals that in the quarter from October to December 2020, 18.4% of Brazilian internet users made at least one online purchase. A growth of 0.5 pp compared to the previous quarter (17.9%) was recorded. Compared to the same period in 2019 (13.7%), a growth of 4.7 pp was achieved.
The monthly indices result from the comparison of data from the last current month in relation to the base period (2017 average). To compile the index, Compre & Confie collects 100% of all actual sales from a large part of the Brazilian e-commerce market, with the additional use of statistical processes to compile information on the overall Brazilian e-commerce market. Information from national economic indicators from IBGE, IPEA and FGV is also used.
MCC-ENET provides a complete view of e-commerce in the country based on the analysis of the following variables: national and regional percentage of online sales, sector revenue and average ticket.
Other metrics analyzed monthly are the monthly share of e-commerce in retail sales and sector growth in limited and expanded retail, along with the distribution of sales by category. Finally, the index includes the penetration of Internet users who made at least one purchase on the Internet per quarter.
Data from the websites Mercado Livre, OLX and Webmotors, along with the travel and tourism sector, advertisements and applications for transportation and food, are not included in MCC-ENET, because they are not yet monitored by Neotrust | The Buy & Trust movement.
To access the entire study, simply click on https://www.mccenet.com.br/
Also read: 49% of consumers want to shop online and in physical stores