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Fórum 2016 - Apresentação do “Latin America Online Retail Forecast, 2015 To 2020”

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Lily Varon, da Forrester Research, fala sobre "Apresentação do “Latin America Online Retail Forecast, 2015 To 2020”" no Fórum E-Commerce Brasil 2016.
Saiba mais em https://www.ecommercebrasil.com.br/forum2016

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Fórum 2016 - Apresentação do “Latin America Online Retail Forecast, 2015 To 2020”

  1. 1. eCommerce Trends and Outlook for Latin America LILY VARON @lilyvaron
  2. 2. © 2016 Forrester Research, Inc. Reproduction Prohibited 2 We work with business and technology leaders to develop customer-obsessed strategies that drive growth.
  3. 3. © 2016 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › An overview of eCommerce in Latin America › A closer look at Brazil, Argentina and Mexico › Key Takeaways
  4. 4. © 2016 Forrester Research, Inc. Reproduction Prohibited 4 Agenda › An overview of eCommerce in Latin America › A closer look at Brazil, Argentina and Mexico › Key Takeaways
  5. 5. 14.3% 8.3% 9.4% eCommerce is growing globally. United States Latin America Western Europe Asia Pacific11.2% Source: Forrester Research Online Retail Forecast, 2015 To 2020 (US), Q4 2015 Update; Forrester Research Online Retail Forecast, 2015 to 2020 (Latin America); Forrester Research Online Retail Forecast, 2015 To 2020 (Western Europe), Q4 2015 Update; Forrester Research Online Retail Forecast, 2015 To 2020 (Asia Pacfic) CAGR CAGR CAGR CAGR
  6. 6. The population is relatively young Argentina & Brazil 31 Chile 34 Colombia 29 Mexico 28 Peru 27 US 38 UK 40 China 37 Japan 46 Source: "The World Factbook," CIA
  7. 7. The middle class has grown substantially 2015 GDP per capita is generally higher than many large markets in Asia
  8. 8. There is significant online buyer growth potential in Latin America Source: Forrester Research Online Retail Forecasts, 2015 To 2020
  9. 9. Source: “The Evolution Of Global eCommerce Markets” Forrester report eCommerce markets evolve in four phases.
  10. 10. Traditional retailers play a key role in driving eCommerce
  11. 11. Mobile commerce hasn’t taken off like in other markets 
  12. 12. $13.1B $4.8B $2.9B Brazil’s online sales are nearly double those for Mexico & Argentina Mexico Argentina Brazil combined.
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 Online retail sales are still a small percentage of total retail sales 0% 1% 2% 3% 4% 2012 2013 2014 2015 Argentina Brazil Mexico Source:Forrester Research Online Retail Forecast, 2015 To 2020 (Latin America)
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 Agenda › An overview of eCommerce in Latin America › A closer look at Brazil, Argentina and Mexico › Key Takeaways
  15. 15. Brazil
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Brazil’s eCommerce revenues will continue to grow through the recession $13.1 $11.7 $12.8 $14.1 $15.7 $17.9 Total online retail spending (US$ billions) 60.3 54.2 49.0 44.440.437.0 Forecast 2015 20172016 2018 2019 2020 Total online buyers (millions) CAGR from 2015 to 2020: 6.5% Source: Forrester Research Online Retail Forecast, 2015 To 2020 (Latin America)
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 Consumers are buying across a wide variety of categories online in Brazil 2010: $7.5B Phase 3 65% Phase 4 11% Other 24% 2020: $18B Phase 3 55% Phase 4 32% Other 13% Source: Forrester Research Online Retail Forecast (Latin America)
  18. 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 Some key KPIs shed light on how Brazil differs from other markets Source: “2014 State of eCommerce Brazil”, a joint survey conducted by Forrester Research and E-Commerce Brasil
  19. 19. Help us refresh this data!
  20. 20. Import restrictions challenge global brands
  21. 21. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 Argentina is the 2nd largest eCommerce market in Latin America $4.8 $4.2 $5.0 $5.7 $6.4 $7.0 Total online retail spending (US$ billions) 18.718.0 17.0 15.9 14.4 12.6 Forecast 2015 20172016 2018 2019 2020 Total online buyers (millions) CAGR from 2015 to 2020: 8.0% Source: Forrester Research Online Retail Forecast, 2015 To 2020 (Latin America)
  22. 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 Early stage categories continue to dominate online sales 2015: $4.7B Phase 3 65% Phase 4 18% Other 16% Source: Forrester Research Online Retail Forecast (Latin America)
  23. 23. Even so, retailers are beginning to offer advanced omnichannel offerings
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Mexico’s eCommerce market is small today but shows longer-term potential $2.9 $3.2 $3.8 $4.4 $5.1 $6.0 Total online retail spending (US$ billions) 25.5 21.6 18.3 15.6 13.4 11.6 Forecast 2015 20172016 2018 2019 2020 Total online buyers (millions) CAGR from 2015 to 2020: 15.4% Source: Forrester Research Online Retail Forecast, 2015 To 2020 (Latin America)
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Early stage categories dominate online sales in Mexico 2015: $3B Phase 3 64% Phase 4 17% Other 19% Source: Forrester Research Online Retail Forecast (Latin America)
  26. 26. Consumers need tangible evidence they should trust online retailers
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Mexico’s potential has spurred global brands into action
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 Agenda › An overview of eCommerce growth in Latin America › A closer look at Brazil, Argentina and Mexico › Key Takeaways
  29. 29. eCommerce in Mexico is set to grow significantly in the years to come If Argentina’s import restrictions ease up, it will spur eCommerce growth (and more international competition) Despite economic crisis, eCommerce in Brazil will continue to grow
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 Key takeaways › Understand which eCommerce maturity phase each market is in › Establish a level of trust with consumers in earlier-stage markets › Implement key eCommerce features in more mature markets
  31. 31. © 2016 Forrester Research, Inc. Reproduction Prohibited 34 And for online retailers operating in Brazil › The value and convenience of the online channel will still draw shoppers › Ensure search and display features highlight promotions and discounts › Be explicit about how you help consumers save money › Turn attention to customer retention
  32. 32. forrester.com Thank you Lily Varón +1 617.613.6388 lvaron@forrester.com @lilyvaron

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