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  • 1. BRAZILECOMMERCESports, Travel andCheap Retail Maintainthe Market’s MomentumMARCH 2013Thiago GuimaraesContributors: Rahul Chadha, Osbaldo Franco, Kris Oser, Martín Utreras, Haixia Wang
  • 2. EXECUTIVE SUMMARY B2C Ecommerce Sales in Brazil, 2011-2016 billions and % changeEcommerce in Brazil has been climbing steadily, $27.30 $25.54powered by growing internet penetration and rising $23.53household income. Even as Brazil’s economy slows, $19.76the country’s B2C ecommerce should see double- $16.97digit expansion this year and again in 2014, when $13.91the FIFA World Cup soccer tournament is expected toprompt a surge in domestic travel and event-related 32.8%economic activity. 21.9% 19.1% 16.5% 8.5%Unlike Brazil’s early-stage digital buyers, who tended to 6.9%come from the wealthier segments of society, Brazil’s 2011 2012 2013 2014 2015 2016ecommerce newcomers are largely middle-income, price- B2C ecommerce sales % changeconscious consumers. Today they are making small-ticket Note: includes travel, digital downloads and event tickets purchased via any digital channel (including online, mobile and tablet); excludes gambling;purchases to test the waters of online shopping, but converted at the exchange rate of US$1=BRL1.95lower-price items are likely gateway products, signaling Source: eMarketer, Jan 2013 150112 www.eMarketer.commore significant purchases ahead.Last year’s Black Friday online sales showed the market’spotential, but also its weaknesses. Shoppers in Brazilwent online in droves, and many made purchases, butsite outages and price trickery frustrated some would- CONTENTSbe buyers. 3 The State of Ecommerce Sales in BrazilThis report looks at the makeup of Brazil’s growing 4 Domestic Travel Boosting Digital Salespopulation of online shoppers, their shopping behaviorand the types of products they are and aren’t buying. 5 Retail Ecommerce Sales 7 Internet Users and Digital Buyers 11 eMarketer InterviewsKEY QUESTIONS 11 Related eMarketer Reports■■ How big is Brazil’s ecommerce market? 11 Related Links■■ What impact will upcoming international sporting 11 Editorial and Production Contributors events have on digital travel sales in Brazil?■■ How is Brazil’s growing middle class using the internet for commerce?■■ How are digital content and mcommerce advancing ecommerce in Brazil? BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 2
  • 3. THE STATE OF ECOMMERCE SALES As Brazil’s ecommerce market gains in size and importance, more data is likely to become available. Sao IN BRAZIL Paulo-based ecommerce research company e-bit, for one, will release its first B2C ecommerce projections for BrazilFollowing in the footsteps of the country’s recent in the first half of 2013. In the meantime, eMarketer’seconomic development, Brazil’s ecommerce segment estimates are conservative due to limited data availability.has expanded substantially in the past few years, A final data note: In this report, B2C ecommerce includesrising nearly 33% in 2011 and a further 22% in 2012, both retail and travel sales made digitally.according to eMarketer estimates.Brazil closed 2012 with $16.97 billion in B2C ecommercesales and is expected to record another $19.76 billion MOBILE PENETRATION AND MCOMMERCEin sales this year for a 16.5% gain. Next year, the Brazil- If ecommerce in Brazil is still in its early stages, thenhosted FIFA World Cup soccer tournament should again mobile commerce is in its newborn phase. But mobilespur double-digit growth, pushing Brazil’s ecommerce internet uptake points to strong growth potential fortally to $23.53 billion, before annual sales gains begin to mcommerce in Brazil. Moreover, the next two yearscool off. should see increased investment in telecommunications, although it’s too early to tell how closely mcommerceB2C Ecommerce Sales in Brazil, 2011-2016 will follow.billions and % change $27.30 Brazil ended 2012 with 37 million mobile internet users, $25.54 up from 8 million in 2010. eMarketer expects to see $23.53 approximately 23% of Brazil’s population, or 49 million $19.76 people, use the mobile internet at least once per month $16.97 in 2013. $13.91 32.8% Mobile Internet Users and Penetration in Brazil, 2010-2016 21.9% 19.1% 2010 2011 2012 2013 2014 2015 2016 16.5% 8.5% Mobile internet 8.0 25.3 37.0 49.0 64.7 82.1 96.4 6.9% users (millions) 2011 2012 2013 2014 2015 2016 —% change 46.7% 214.1% 46.4% 32.5% 32.1% 26.8% 17.5% B2C ecommerce sales % change —% of mobile 8.0% 23.0% 31.0% 38.0% 47.0% 56.0% 62.0% phone usersNote: includes travel, digital downloads and event tickets purchased via —% of population 4.0% 12.4% 18.0% 23.6% 30.8% 38.6% 45.0%any digital channel (including online, mobile and tablet); excludes gambling; Note: mobile phone users of any age who access the internet from aconverted at the exchange rate of US$1=BRL1.95 mobile browser or an installed application at least once per month;Source: eMarketer, Jan 2013 excludes SMS, MMS and IM150112 www.eMarketer.com Source: eMarketer, April 2012 139328 www.eMarketer.comBecause there is little comparative data for ecommercein Brazil, eMarketer has based its estimates on data Brazil’s smartphone user base will follow close behind,from previous years, in particular tracking ecommerce reaching 47 million in 2013, according to eMarketeras a share of gross domestic product. In addition, we’ve estimates. Tablet usage has also been on the rise.looked at survey data for insights into numbers of digital F/Nazca Saatchi & Saatchi estimated there were 5 millionbuyers and the average amount they spend. tablet users in Brazil in 2012, up from 240,000 a year earlier. [eMarketer does not yet have a comparable tabletNo local sources have published B2C ecommerce sales usage estimate.]estimates for 2012, nor have there been domesticprojections for the coming years. There are someestimates from non-local entities, but they are not usuallyupdated annually. Lack of data is a symptom of a still-maturing market in which growth takes the lead whileresearch trails behind. BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 3
  • 4. Câmara Brasileira de Comércio Eletrônico (Câmara-e.net),an industry group focused on ecommerce, estimates DOMESTIC TRAVEL BOOSTINGmobile commerce in Brazil doubled its share of total DIGITAL SALESretail ecommerce in 2012, growing to 10%. e-bit’s moreconservative view suggests a still notable jump from 0.3% As in other countries, digital travel sales have playedin 2011 to 1.3% in 2012. a major role in the growth of ecommerce in Brazil. Travel represented close to a third of the country’sAs with ecommerce estimates as a whole, the divergent total ecommerce sales in 2012, eMarketer estimates.assessments of mcommerce reflect how new theecommerce and mcommerce markets are in Brazil. Digital Travel Sales in Brazil, 2011-2016 billions and % change $10.00 $9.44 $8.72 50.0% $6.50 $5.42 $4.33 34.2% 25.0% 20.0% 8.2% 6.0% 2011 2012 2013 2014 2015 2016 Digital travel sales % change Note: includes leisure and unmanaged business travel purchased via any digital channel (including online, mobile and tablet); converted at the exchange rate of US$1=BRL1.95 Source: eMarketer, Jan 2013 150114 www.eMarketer.com Two major sporting events to be held in Brazil are likely to spur further digital travel sales over the next two years. The 2013 FIFA Confederations Cup, a sort of warm-up for the World Cup, will be held in June across six cities in Brazil. The event’s organizing committee expects to sell more than 800,000 tickets, 74,000 of which were purchased in the first 24 hours of availability. Brazil’s sheer size means that air travel is required to get from place to place, and airline tickets can be expensive. Using November 2012 prices, Decolar.com, an online travel agency in Brazil, projected that a sports fan in Brazil buying the cheapest airfare and hotel room for an out- of-town soccer match would spend between $208 and $508 (including a $15 match ticket). Prices are likely to rise further as this year’s event approaches. BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 4
  • 5. Another digital travel boost will come in 2014, when morethan 3 million people are expected to travel to and within RETAIL ECOMMERCE SALESBrazil to watch the FIFA World Cup, possibly at even more Retail ecommerce sales in Brazil are likely to grow atinflated prices. a healthy double-digit pace through 2014, but a bitAfter a breather in 2015, Brazil will host the 2016 Summer more slowly than digital travel sales, since the marketOlympics. While that event will probably inspire some is less likely to be affected by the sporting eventsdigital travel spending, it will be less dramatic than the powering travel sales.World Cup because the Olympics will take place in asingle city, Rio de Janeiro. Retail Ecommerce Sales in Brazil, 2011-2016 billions and % change $17.30 $16.10 $14.81 $13.26 $11.55 $9.58 26.3% 20.5% 14.8% 11.7% 8.7% 7.5% 2011 2012 2013 2014 2015 2016 Retail ecommerce sales % change Note: includes digital downloads and event tickets purchased via any digital channel (including online, mobile and tablet); excludes travel and gambling; converted at the exchange rate of US$1=BRL1.95 Source: eMarketer, Jan 2013 150113 www.eMarketer.com While there is limited comparative data for overall B2C ecommerce activity in Brazil, there are a handful of estimates for the narrower retail ecommerce sector. eMarketer’s $11.6 billion estimate of 2012 retail ecommerce sales is in line with e-bit and Câmara Brasileira de Comércio Eletrônico. The Brazilian Association of Ecommerce (ABComm) puts the total a bit higher, at $12.4 billion. Comparative Estimates: Retail Ecommerce Sales in Brazil, 2011 & 2012 billions 2011 2012 ABComm*, Jan 2013 $9.6 $12.4 eMarketer*, Jan 2013 $9.6 $11.6 e-bit**, Aug 2012 $9.3 $11.6 Câmara Brasileira de Comércio Eletrônico – Câmara-e.net*, $9.6 $11.5 Jan 2013 Note: excludes online travel sales; *converted at the exchange rate of US$1=BRL1.95; **converted at the rate of $1=BRL2.0154 Source: eMarketer, Jan 2013; various, as noted, 2012 & 2013 152651 www.eMarketer.com BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 5
  • 6. ABComm’s number may be higher because it includes ages 16 and older across all income levels preferredconsumer-to-consumer marketplace/online auctions. to buy in physical stores. Resistance to ecommerceMercadoLivre, for example, a marketplace for online was higher among females and older users. Brazil’sB2C and C2C transactions, which comScore shows as internet user segments most likely to say they preferredthe leading ecommerce platform accessed in Brazil in ecommerce were males, middle-income households andterms of minutes spent online, reported $1.3 billion in consumers ages 35 to 49.transactions in 2012. Preferred Purchase Methods of Internet Users in Brazil, by Demographic, Sep 2012BLACK FRIDAY SEES HIGHS AND LOWS % of respondents in each group In a On On On mobile phone/Although Brazil does not celebrate Thanksgiving, in 2010 store computer tablet smartphonethe price comparison website Busca Descontos created a Gender Female 73% 23% 3% 1%campaign to promote a day of discounted online shopping Male 58% 36% 2% 4%like that of the US’s Black Friday, the symbolic start of the Ageholiday shopping season. 16-34 64% 30% 3% 3% 35-49 71% 28% 1% -For such a new and transparently commercial concept, 50-64 65% 29% 1% 5%Black Friday has achieved widespread adoption in Brazil. Household income Low 76% 19% 2% 3%According to comScore Marketing Solutions data, Medium 60% 35% 2% 2%ecommerce sales in Brazil on Black Friday 2012 were High 69% 29% 2% -368% higher than the average November day. Other Total 66% 29% 2% 3%metrics, such as the number of transactions and average Note: numbers may not add up to 100% due to roundingorder value, also showed large gains. Source: Ipsos OTX and Ipsos Global @dvisor, "Socialogue," Dec 4, 2012 148650 www.eMarketer.com The top three online retailers during Black Friday 2012Growth of Black Friday Ecommerce Metrics in Brazil, were also established brick-and-mortar discount chains.Nov 23, 2012% change vs. average online shopping day during Nov 1-27, Americanas, part of B2W, Brazil’s largest B2C sales group,2012 had the highest total sales. In second and third place wereBuyers 185% Pontofrio and Casa Bahia, respectively, both of which areSpending per buyer 64% managed by B2W’s closest competitor, Nova Pontocom.Transactions 202% Wal-Mart, a relative newcomer to Brazil’s online marketAverage order value 55% and the only foreign retailer on the list, saw the highestTransactions per buyer 6%Total spending 368% increase in sales year over year.Note: ages 15+; excludes MercadoLivre, which also functions as amarketplace that generates many offline transactions; read as the averageorder value on Black Friday was 55% higher than the average order valueduring Nov 1-27, 2012 Leading Online Retailers on Black Friday in Brazil,Source: comScore Marketing Solutions as cited in press release, Dec 6, Nov 23, 20122012 Rank by Rank by % change vs. average150327 www.eMarketer.com dollar sales online shopping day* Americanas 1 5ClearSale, an ecommerce authentication and fraud- Pontofrio 2 2prevention company, estimated online sales during Casas Bahia 3 3Brazil’s 2012 Black Friday totaled close to $111 million, Wal-mart 4 1up from $51 million in the previous year, based on Submarino 5 6541,000 purchases at an average ticket of $205. Leading Magazine Luiza 6 4categories were consumer electronics, computers, Netshoes 7 7 Note: ages 15+; excludes MercadoLivre, which also functions as amobile phones, home appliances and games. marketplace that generates many offline transactions; *during Nov 1-27, 2012 Source: comScore Marketing Solutions as cited in press release, Dec 6, 2012Black Friday has so far been successful at drawing buyers 150328 www.eMarketer.comonline in a market that is still reluctant to abandon brick-and-mortar shopping. Ipsos OTX and Ipsos Global@dvisor’s December 2012 “Socialogue” showed that, onaverage, no fewer than 66% of internet users in Brazil BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 6
  • 7. But all the extra shopping on Black Friday exposedweaknesses in the Brazil’s ecommerce landscape. With INTERNET USERS ANDaccess rates up to seven times higher than in 2011, and DIGITAL BUYERSup to 75,000 simultaneous hits during the first few hours,many retailers’ websites slowed to a crawl or crashed. Even while still in an early stage of ecommerceFurthermore, seven major retailers were contacted by development, Brazil’s sheer size makes it a marketSao Paulo’s consumer protection bureau, Fundação worth watching. eMarketer estimates that 91.5 millionProcon-SP on behalf of digital shoppers complaining , people in Brazil, or 44% of the country’s population,of wrongdoing, specifically price tweaking and false will be internet users in 2013.advertising. Disgruntled customers also flooded socialnetworks, especially Facebook, with negative comments. Internet Users and Penetration in Brazil, 2011-2016Still, the rapid growth of Black Friday and the increasing millions, % of population and % changevolume of online sales in general show the growing 99.8 103.0 96.7acceptance and popularity of ecommerce in Brazil. 91.5 86.4 79.3 46.0% 47.0% 48.0% 42.0% 44.0% 39.0% 9.0% 8.9% 5.9% 5.7% 3.2% 3.2% 2011 2012 2013 2014 2015 2016 Internet users % of population % change Note: individuals of any age who use the internet from any location via any device at least once per month Source: eMarketer, Feb 2012 136990 www.eMarketer.com Breaking this down along income levels, data from Núcleo de Informação e Coordenação do Ponto BR (NIC.br) shows internet usage among Brazil’s middle— or C—class at only 54%, while near or above 90% in wealthier class A and B households. BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 7
  • 8. Demographic Profile of Internet Users* in Brazil, Comparative Estimates: Online Buyers in Brazil,Oct 2010 & Jan 2012 2011 & 2012% of respondents in each group % of internet users Oct 2010 Jan 2012 2011 2012 Age UsageGender GlobalWebIndex*, - 57.0% - Purchased in the past monthMale 48% 54% Feb 2013 via any digital channelFemale 48% 52% Ipsos, Feb 2012 - 46.0% 16-64 Bought products or services online in the past 3 monthsAge eMarketer, 30.0% 34.0% 14+ Made at least one10-15 75% 75% Jan 2013 purchase via any digital16-24 76% 81% channel within the25-34 62% 67% past year35-44 41% 48% F/Nazca Saatchi & 24.0% - 16+ - Saatchi, Dec 201145-59 23% 30% Note: *data is for Q260+ 6% 12% Source: eMarketer, Jan 2013; various, as noted, 2011-2013Social class 151335 www.eMarketer.comA 90% 94%B 79% 83%CDE 51% 19% 54% 21% THE MIDDLE CLASS AS DIGITAL DRIVERSTotal 48% 53% In Brazil, where even small percentage changes equateNote: 2010 n=23,107; 2012 n=25,000; *ever at any locationSource: Núcleo de Informação e Coordenação do Ponto BR (NIC.BR), "TIC to tens of millions of consumers, the size of the middleDomicílios 2011" conducted by IBOPE Inteligência, May 31, 2012 class is key to ecommerce growth.141697 www.eMarketer.comeMarketer estimates that Brazil will have 26.7 million A study by Fundação Getúlio Vargas (FGV), a higher-digital buyers in 2013, equal to 36% of internet users. education institution and think tank, predicts the middleThat penetration level is a far cry from the US, where class will represent 60.2% of Brazil’s population by 2014,the figure is 73%, but Brazil outpaces Latin America as a at which point the group should include more than 120whole, for which the average is 33.2%. million people. The range of incomes encompassed in “the middle class”Digital Buyers in Brazil, 2011-2016 is wide, though, with the higher-income households in 2011 2012 2013 2014 2015 2016 the category earning several times more than the lower-Digital buyers (millions) 19.1 23.7 26.7 29.7 31.9 33.9 income ones. Since those at the lower end do not have—% change 33.1% 24.1% 12.8% 11.3% 7.4% 6.2% enough expendable income to significantly drive total—% of internet users 30.0% 34.0% 36.0% 37.7% 39.0% 40.0% ecommerce sales, it is those at the high end who will have—% of population 12.4% 15.2% 16.9% 18.5% 19.6% 20.5%Note: ages 14+; internet users who have made at least one purchase via the greatest impact.any digital channel within the past year, including online, mobile and tabletpurchasesSource: eMarketer, Jan 2013 As more middle-income consumers go digital, online150115 www.eMarketer.com retailers can expect to see more purchases being made, but at lower price points. e-bit’s data already showsCompared to eMarketer, Ipsos and GlobalWebIndex Brazil’s average ecommerce ticket size falling from $202show a larger share of Brazil’s internet users making in 2010 to $189 in 2011 and $165 in 2012. Moreover,internet purchases. With similar age and purchase a 2012 Hi-mídia and M.sense study of Brazil’s onlinefrequency parameters, and considering the still-emerging buyers indicated price was a leading motivation formcommerce market in Brazil, sampling probably purchasing online.contributes to the differences in estimates. The onlinepanels used by Ipsos and GlobalWebIndex tend to attractrespondents who are generally more digitally-savvy andalready more inclined to buy online. BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 8
  • 9. Pedro Eugenio, CEO of price-comparison tool and couponLeading Reasons to Purchase Online According toOnline Buyers in Brazil, April 2012 service Busca Descontos (the company that brought% of respondents Black Friday to Brazil), noted that with more ecommercePrice competition and the large selection of coupons available, 68% digital internet buyers in Brazil—including middle-classConvenience consumers—rarely make a purchase decision before 56% first comparing prices and searching for discounts acrossProduct variety multiple retail sites. 31%Its easy to pay Brazil’s emerging middle class is not just increasing 28% consumption because of extra disposable income. RatherFind more info and tips on products online it is seeking to get the most for its hard-earned money, 26% and to do so in the most hassle-free way. This is whatNote: n=1,129 consumers are after as they move purchases from theSource: Hi-mídia and M.sense, "E-commerce: E-consumer Behavior," May31, 2012 street to the screen.142849 www.eMarketer.com Moreover, while most digital buyers are price-consciousThe increasing number of middle-income online shoppers and wary of losing money through unsuccessfulalso suggests that comparison shopping, while already online purchases, middle-income consumers new toprevalent among consumers in Brazil, will grow even ecommerce tend to be more risk-averse. Cheaper,more common. easier-to-ship items represent a more manageable risk as consumers try a new purchase method. Once satisfied,Sources that Influence the Purchase* Decisions of these first-time online shoppers are likely to come back toOnline Buyers in Brazil, April 2012 spend more.% of totalInformation which you research online 3% According to e-bit, among the top five most purchased 57% 20% 15% 4% product categories in Brazil in 2011 and 2012 were low-Friends opinions given in person ticket, easy-to-deliver items, such as health and beauty 42% 30% 16% 7% 4% products. But perhaps unexpectedly, appliances toppedOpinions found on price comparison websites/reviews e-bit’s list. Though most of these appliances were smaller 41% 31% 18% 5% 4% kitchen items, consumers in Brazil are going online toCompany websites (institutional) shop for and buy larger items like refrigerators, stoves and 35% 26% 24% 10% 5% washing machines.Discussion forums 28% 23% 19% 13% 17% Leading Categories of Retail Ecommerce in Brazil, H1Comments left by friends on social networks 2012 26% 28% 22% 12% 13% % shareInternet ads 23% 24% 31% 14% 6% Appliances 13% Health & beauty 13%TV ads 18% 20% 33% 18% 10% Fashion & accessories 11%Comments left by strangers on social networks Books, magazine subscriptions & newspapers 10% 12% 17% 27% 21% 26% Computers 9% 5—highly influences 4 3 2 1—does not influence Source: e-bit, "WebShoppers, 26th edition," Aug 22, 2012Note: n=1,129; numbers may not add up to 100% due to rounding; *online 150575 www.eMarketer.comor offlineSource: Hi-mídia and M.sense, "E-commerce: E-consumer Behavior,"May 31, 2012142851 www.eMarketer.com BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 9
  • 10. Pedro Guasti, vice president of Buscapé Company, adigital commerce platform, reasoned that although WEALTHIER CLASSES STILL SPEND MOREproducts like home appliances represent a substantial While the middle class, especially those in upper end,investment for middle-income families, the ease of will be a major driver of growth in ecommerce in Brazil,researching, reading reviews and buying all in the same much of the segment’s sales will continue to come fromplace give consumers the right mix of confidence and wealthier buyers, who not only have more expendableconvenience to complete a purchase. Guasti also noted income but also have more experience online.that financing purchases at no interest has been a vitalpractice among retailers in Brazil for many years. As FGV projects that by 2014 Brazil’s wealthier A and B socialretailers, and even credit card companies, expand their classes will grow even more rapidly than the middlebusinesses online, they have made sure to include class, increasing at an expected combined rate of 29%,no-interest financing among their payment methods. which will boost the more affluent population to some 29 million people.Also supporting the growth of ecommerce in 2012 wasthe localization of major virtual bookstores—Apple’s Polling firm IBOPE Inteligência’s 2012 Pyxis ConsumptioniBookstore, Google’s Play store and Amazon.com’s Kindle Index estimated that 54.3% of household consumptionStore—offering content in Portuguese and prices in the in Brazil in 2012 would originate from the A and B sociallocal currency. classes, with the C class buying their way to a 38.7% share. Brazil’s D and E classes were expected to accountAmazon has created a handful of physical sales points for just 7%.for its Kindle ereaders in Sao Paulo and Rio de Janeiro,although it has held back on selling the more advanced Data is not yet available showing how these consumptionKindle Fire tablet in Brazil, focusing instead on more patterns translated into ecommerce, but is seemsaffordable devices for the time being. Ereader brand Kobo likely that while most new digital buyers and first-timehas partnered with Livraria da Cultura, an established ecommerce transactions will come from the middle class,brick-and-mortar bookstore chain in Brazil that has now Brazil’s wealthier income rungs will continue to spendalso gone digital. more—and buy more expensive items. BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 10
  • 11. EMARKETER INTERVIEWS RELATED EMARKETER REPORTS Pedro Guasti Brazil Online: An Increasingly Mobile Market Vice President, Marketing Intelligence Brazil Digital Ad Spending: A Growing Consumer Base Buscapé Company Lures Marketers Online Interview conducted on February 7, 2013 Bernardo Kirschner RELATED LINKS Planning Director VML Brasil Agência Nacional de Telecomunicações Interview conducted on February 13, 2013 Black Friday Brasil Busca Descontos Ludovino Lopes President Buscapé Company Câmara Brasileira de Comércio Eletrônico – Câmara-e.net Centro de Estudos sobre as Tecnologias da Informação e da ComunicaçãoInterview conducted on February 19, 2013 Câmara Brasileira de Comérceio Eletrônico – Câmara-e.net Cris Rother comScore, Inc. Director e-bit e-bit Interview conducted on February 8, 2013 IBOPE Inteligência IBOPE Nielsen Online Instituto Brasileiro de Geografia e Estatística VML Brazil Brazilian Association of Ecommerce (ABComm) ClearSale Decolar.com F/Nazca Saatchi & Saatchi Fundação Getúlio Vargas (FGV) Hi-mídia Ipsos Global @dvisor Ipsos OTX M.sense Núcleo de Infomação e Coordenação do Ponto BR (NIC.br) EDITORIAL AND PRODUCTION CONTRIBUTORS Cliff Annicelli Senior Editor Kaitlin Carlin Copy Editor Joanne DiCamillo Senior Production Artist Stephanie Gehrsitz Senior Production Artist Dana Hill Director of Production Nicole Perrin Associate Editorial Director Allie Smith Director of Charts BRAZIL ECOMMERCE: SPORTS, TRAVEL AND CHEAP RETAIL MAINTAIN THE MARKET’S MOMENTUM ©2013 EMARKETER INC. ALL RIGHTS RESERVED 11