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WebShoppers 22ª Edição - Inglês

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WebShoppers 22ª Edição - Inglês

  1. 1. 22nd edition
  2. 2. 22nd edition 2 Copyright e-bit – All rights reserved Índice What’s WebShoppers........................................................................................................................................ 03 About e-bit....................................................................................................................................................... 04 WebShoppers data: Methodology..................................................................................................................... 06 Executive summary.......................................................................................................................................... 08 Report Structure............................................................................................................................................... 09 Balance of the first two quarters of 2010.......................................................................................................... 10 Six months of success! Celebrating online! The best selling categories Part II – Social Netwoks................................................................................................................................... 15 E-commerce and Social Media Differences among e-consumers? What social media users buy online? Part III – Online Shopping Resistance Survey................................................................................................. 19 To buy online is irresistible! I visited but didn’t buy Part IV – Forecast for the last two quarters of 2010....................................................................................... 22 The party is not over yet! More people buying online! The average ticket may be... About e-bit...................................................................................................................................................... 26 About camara-e.net........................................................................................................................................ 28 Contact us....................................................................................................................................................... 29
  3. 3. 22nd edition 3 Copyright e-bit – All rights reserved What’s WebShoppers An e-bit’s initiative, WebShoppers goal is to spread out essential information for the understanding of Brazilian internet users shopping behavior and their relation with e-commerce. WebShoppers analyzes the electronic commerce evolution, the changes in e-consumers behavior and preferences, and it also attempts to find aspects to be improved in Brazilian’s e-commerce development.
  4. 4. 22nd edition 4 Copyright e-bit – All rights reserved About e-bit Present in the Brazilian market since January 2000, e-bit achieved a highlight spot in the electronic commerce development in the Country, becoming a reference in e-commerce information. Through a sophisticated data collecting system, e-bit generates daily detailed information about e-commerce , considering online consumer data for final purchases in more than 2,500 Brazilian virtual stores. e-bit has collected over 9 million e-consumers evaluation questionnaires. e-bit offers its services to companies as well as to online consumers. To the consumers, e-bit works as an internet shopping adviser, by publishing in its website (www.ebit.com.br) virtual stores evaluations from people who actually shopped at them. On the other hand, information regarding services directed to the companies may be found on e-bit’s institutional site (www.ebitempresa.com.br). e-bit Certification – BitConsumidor (bitConsumer) is a groundbreaking virtual stores evaluation service in Latin America and also an electronic commerce reference in Brazil. e-bit has an agreement with more than 2,500 virtual stores whose consumers are invited to fill out a survey right after they close their purchase on the internet. There are two steps: the first one occurs immediately after the purchase, and the other one, some days after it, to evaluate the product delivery. It’s an automatic and simple process, done on the internet. E-commerce Information – The questionnaires, regarding virtual stores services quality, supplies e-bit’s database. By processing them, e-bit emits reports that profile online consumers – gender, age, income, educational level, habits – and also evaluate comparatively the virtual stores services, payment methods, revenue, etc..
  5. 5. 22nd edition 5 Copyright e-bit – All rights reserved About e-bit Retail Monitor – apart from the sales follow-up reports performed in Brazilian e-commerce, e-bit also develops reports to monitor virtual consumers purchase intentions. This product, called “Retail Monitor” enables you to evaluate the most searched categories, products and brands by consumers at the time they use internet to execute a purchase. Find out more information concerning this brand new service by sending an e-mail to negocios@ebit.com.br. Survey Panel – e-bit owns a panel of high qualified respondents, basically formed by more than one million virtual consumers. They can be invited to participate in quantitative and qualitative surveys through online access with own incentive: “bits”. It is possible to perform a sample pre-segmentation by means of information – gender, age, income, educational level, geographic area and subjects of interest. E-mail Marketing - bitMail allows communication with a highly qualified public: e-bit associates base. It is mainly composed of e-consumers, an adult public with high purchasing power and countless segmentation possibilities. bitMail uses technological resources that enable an excellent return to the client supported on permission marketing (opt-in, records unity control). Advertising on e-bit’s website – www.ebit.com.br website is used by virtual consumers as a reference site for their online purchases, being monthly visited by more than 400 thousand different users. In their pages, advertisers and virtual stores can spread their products and services to an adult public with high purchasing power, obtaining an excellent return in sales and brands publicity. bitVeloz - is a performance monitor, which simulates one's access to online stores, 24 hours a day and it's 100% automated. The calculation to measure the web pages performance is done through simulating a purchase in these stores, using pre-configured parameters. Among other features, bitVeloz sends real time alerts to the managers, reporting unavailability so immediate actions can be taken.
  6. 6. 22nd edition 6 Copyright e-bit – All rights reserved About e-bit E-customer Retention Management – Receiving complaints from clients should be seen as a gift in electronic retail. The worst client is the one who’s unsatisfied with the purchase, doesn’t complain but won’t go shopping in that store again. Thinking about that, e-bit developed a special product for those stores that participate in e-bit Satisfaction Survey, and that can now choose to receive unsatisfied clients comments in real time, with the order number. This way, it is possible to immediately detect the eventual problem and act in order to solve it and retain the client, converting an unsatisfied customer into a loyal one. Find out more information concerning this e-bit innovation by sending an e-mail to negocios@ebit.com.br. With this 22nd WebShoppers edition, e-bit expects to contribute for internet and e-commerce development in Brazil. Enjoy your reading! e-bit Team
  7. 7. 22nd edition 7 Copyright e-bit – All rights reserved WebShoppers data: Methodology WebShoppers, in its 22nd edition, uses information originated from surveys performed by e-bit with more than 2,500 virtual stores and its e-consumers panel. bitConsumer Survey Since January 2000 e-bit has collected over 9 million questionnaires answered after online purchase process through bitConsumer system. It adds more than 160,000 new questionnaires to that amount every month. e-bit data is collected from online buyers, immediately after their check-out. BitConsumer allows purchasers to evaluate not only the store and shopping experience, but also the post-sale service, the delivery service and the probability of returning to the virtual store. This information, compiled, monthly generates Market Intelligence reports that indicate the e-consumer social and demographic profile, as well as the most sold products, most used method of payment, among other information.
  8. 8. 22nd edition 8 Copyright e-bit – All rights reserved Executive summary  The Brazilian e-commerce grew 40% in the first two quarters of 2010 compared to the same period in 2009, reaching sales of R$ 6.7 billion and average spending of R$ 379. The forecast for the end of 2010 is R$ 14.3 billion.  Until the end of the first two quarters of 2010, 20 million people have bought online at least once. By the end of the year, this number should reach 23 million.  The best selling e-commerce categories in the first two quarters of 2010: “Books, Magazines and Newspaper Subscriptions”, “Appliances”, “Health, Cosmetics & Medication”, “Computers” and 'Electronics'.  The World Cup incremented online sales during the 2nd quarter specially because of flat screen TV's and sporting goods.  The e-consumer is becoming more confident in buying online. The customer satisfaction with services offered by the online stores in Brazil reached 86% during the first two quarters of the year.  55% of e-consumers who made an online purchase motivated by social networks are women.  When it comes to age, buyers motivated by social networks are seven years younger than those motivated by other sources: 34 to 41 years.  Analyzing the preferred categories of social network consumers motivated, Apparel comes in first place, with 20% of transaction share.  According to data collected during the “Online Shopping Resistance Survey”, e-consumers who visited online stores and didn’t buy any item, 62% responded they were just checking price, freight or total order cost, and looking for promotions and discounts.  86% of the respondents said they only looked at some items before leaving the store, without starting the buying process. 14% said they had started the shopping process, but ended up not completing it.
  9. 9. 22nd edition 9 Copyright e-bit – All rights reserved Estrutura do relatório PART I Social NetworksPART II PART III PART IV Online Shopping Resistance Survey Forecast for the last two quarters of 2010 Balance of the 1st two quarters of 2010
  10. 10. 22nd edition 10 Copyright e-bit – All rights reserved PART I Balance of the 1st two quarters of 2010
  11. 11. 22nd edition 11 Copyright e-bit – All rights reserved The year of 2010 began at full throttle for Brazilian e-commerce. The first six months are gone but left good numbers to the industry. The financial volume during this period represented R$ 6.7 billion, a 40% growth compared with the same period of 2009, when revenues reached R$ 4.8 billions. These numbers show us that in 2010, e-commerce is wealthy and still surpassing expectations. Revenues R$ 6,7 billion Average Spending R$ 379 % of grow compared with the same period of 2009 40% A consequence of this is that the number of e-consumers reached 20 million people who made at least one online purchase. In the middle of last year there were 17.6 million users. This also contributed to the high volume of orders made in those first six months: 17.8 million. Balance of the 1st two quarters of 2010 Source: e-bit Informação (www.ebitempresa.com.br) Balance of the 1st two quarters of 2010 Observing the main reasons for the industry’s growth, the results are not surprising. Unshaken by the global crisis that affected the economy from late 2008 to mid 2009, the electronic commerce has been strengthened, especially by the return of consumer access to credit and more confidence in buying online. Factors such as the entry of new players, consolidation and mergers between large retailers helped to boost confidence in this channel, bringing new consumers to e-shopping and increasing the industry numbers. The six months success
  12. 12. 22nd edition 12 Copyright e-bit – All rights reserved E-consumers are becoming more confident in buying online. According to a survey by e-bit in partnership with Movimento Internet Segura (MIS), committee of Câmara Brasileira de Comércio Eletrônico (Camara-e.net), on average, 86% of Brazilian consumers were satisfied with e-commerce in the first two quarters of 2010. Source: e-bit Informação (www.ebitempresa.com.br) Balance of the 1st two quarters of 2010 Source: e-bit Informação (www.ebitempresa.com.br) Revenue growth – 1st two quarters 0.3 0.7 1.8 3.8 6.7 2002 2004 2006 2008 2010 Billions(R$) 84.50% 85.00% 85.50% 86.00% 86.50% 87.00% Jan/10 Feb/10 Mar/10 Apr/10 May/10 Jun/10 e-bit / Internet Segura Customer Satisfaction Index * Level of excellence set by Camara.e-net *
  13. 13. 22nd edition 13 Copyright e-bit – All rights reserved One of the most striking features of e-commerce is the power that the industry shows in festive periods such as Mother's Day and Valentine's Day. In 2010, these two dates represented R$ 1.24 billion in revenues for e-commerce that means 18% of the total revenues for the first six months! Balance of the 1st two quarters of 2010 Celebrating online Books, Magazines and Newspaper Subscriptions 1st Appliances 2nd Health, Cosmetics & Medication 3rd Computers 4th Electronics 5th Best selling categories – 1st two quarters of 2010 Source: e-bit Informação (www.ebitempresa.com.br) Mother's Day, indeed, is the second most important seasonal date for e-commerce, Christmas is first. We should remember that in 2010 the World Cup also raised the share of categories such as "Electronics", especially TV's.
  14. 14. 22nd edition 14 Copyright e-bit – All rights reserved Since last year, e-commerce has undergone changes in the ranking of categories. In June 2009, for example, the category Appliances supplanted books, magazines and newspapers subscriptions, and ranked first, driven mainly by taxes reduction for this segment, which lasted from mid-April 2009 to January 2010. Balance of the 1st two quarters of 2010 About best selling categories But the excellent performance in appliance sales didn’t stop there. The category came from 4th to 2nd in the first two quarters, with 14% of orders compared with 15% of books, magazines and newspapers subscriptions. The top five list was completed with Health, Cosmetics & Medication, Computers and Electronics. Another striking feature of the first two quarters of 2010 was the average ticket growth: R$379. During the same period last year, it was R$ 323, an increase of 17%. The reason for this is the regularity in the sales of products with higher value during 2010.
  15. 15. 22nd edition 15 Copyright e-bit – All rights reserved PART II Social Networks
  16. 16. 22nd edition 16 Copyright e-bit – All rights reserved Social Networks E-commerce and Social Media One of the world’s biggest trends in recent years are the social networks. Initially used to meet people, get in touch with friends, and be connected to a large network of relationships, these virtual places are starting to be seen also as a great opportunity to do business online. According to a study conducted by e-bit in the 2nd quarter of 2010, using data collected in the checkout process of virtual stores, 55% of e-consumers who made a purchase over the Internet influenced by a social network are women, which indicate a greater propensity of this audience in being seduced by offers or recommendations made on social websites. In general, this share is exactly 50% men, 50% women. Social networks have become not only an effective channel to find online stores, but an opportunity to show brands and products to e-consumers and Internet users who are about to make their first online purchase. Women 50% Men 50%Women 55% Men 45% Social Network motivated E-commerce in general Source: e-bit Informação (www.ebitempresa.com.br) Sample 2.924 Sample 603.380
  17. 17. 22nd edition 17 Copyright e-bit – All rights reserved Social Networks Differences among e-consumers If we separate the profile of users who have been influenced by social networks in their purchases, with the e-consumers coming from other sources (comparison shopping, banners, search engines, etc.), it is possible to observe some differences. Buyers from social networks are on average seven years younger than other buyers: 34 years vs. 41 27% of the respondents motivated by social networks are between 35 and 49 years old, compared with 39% of consumers on the Internet in general. For consumers between 18 and 24 years, we have respectively 21% vs. 8%. Because they are younger and many aren’t working yet, e-consumers influenced by social networks have in average 10% less income than e-consumers in general. The study also shows that 65% of Internet users who bought online influenced by social networks are light users (low frequency of purchase), while 35% are heavy users (high frequency of purchase). This difference can be explained by the lower average age, as mentioned before, of users that came from social networks.
  18. 18. 22nd edition 18 Copyright e-bit – All rights reserved Social Networks What social network users buy online? Analyzing the preferred categories of the consumers influenced by social networks, Apparel comes in first place, with 20% of transaction share. This category represents 4% of total sales in e-commerce. Parallel to this, e-consumers motivated by other sources bought more expensive products such as Appliances, for example, that represents a 14% share of the total e- commerce revenue. For this reason, their average ticket is higher than the R$ 269 of the consumers influenced by social media. According to data from eMarketer*, collected during the first quarter of 2010, users who spend more time on Facebook also spend more money online shopping than Internet users who spend less time on Facebook, with an average ticket around US$ 67. Users who reported using Twitter with frequency, spend more money per purchase than those who use Twitter less frequently: US$ 75 vs. US$ 63 respectively. *http://www.emarketer.com
  19. 19. 22nd edition 19 Copyright e-bit – All rights reserved PART III Online Shopping Resistance Survey
  20. 20. 22nd edition 20 Copyright e-bit – All rights reserved Online Shopping Resistance Survey The growth of the Brazilian e-commerce is related mainly to the good work of online stores in converting their offers into sales. The goal of every online retailer is to make their client reach the final checkout page of the process. When this process is not completed, it is very important to comprehend why the customer abandoned the shopping cart and made the changes to solve the problems that caused it. Keeping this in view, e-bit prepared for this WebShoppers edition, a special study about online shopping resistance, to understand why e-consumers do not finalize an online purchase. The period of data collection was from 07/14/2010 to 07/16/2010 when 5,600 responses were collected. According to data collected in the survey, 90% of respondents said they visited an online store during the past week but decided not to buy anything, sign that people who really bought , probably visited other stores before making a final decision. E-consumers who visited online stores and didn’t buy any item, 62% responded they were just checking price, freight or total order cost, and looking for promotions and discounts. Another relevant fact is that 86% of respondents said they only took a look at some items and then left the store, without starting the buying process. 7% said they had already started the process, but ended up abandoning the site while another 7% have added some products to shopping cart, and then left the store. I visited but didn’t buy Buying online is irresistible!
  21. 21. 22nd edition 21 Copyright e-bit – All rights reserved Online Shopping Resistance Survey Just took a look at some products and left the store 86% Added some products to shopping cart, and then left the store 7% Started the process, but ended up abandoning the site 7% Sample: 5.048 Source: e-bit Informação (www.ebitempresa.com.br) Analyzing why consumers who were closer to completing the purchase (added the product to shopping cart and began the process of finalizing the purchase) but have not, it seems that the main reasons were the shipping price, indecision about which product to purchase or the total price being higher than expected. On the other side, an important result of the study is that the price is not the main reason for those users who only looked at some products and then left the store. For them, “no intention to buy that day" was the reason for the abandonment. One other interesting point is that 40% of respondents visit the online stores where they choose not to buy, weekly, while 9% said they had entered the virtual store for the first time. Percentage of consumers and the abandonment of the purchase
  22. 22. 22nd edition 22 Copyright e-bit – All rights reserved PART IV Forecast for the last two quarters of 2010
  23. 23. 22nd edition 23 Copyright e-bit – All rights reserved Forecast for the last two quarters of 2010 The party is not over yet! The Brazilian e-commerce numbers in 2010 has increased higher than expected, but may be even better. All this because, historically, the last two quarters of the year are usually more relevant and may represent up to 55% of total sales of the year. It’s expected during the period between July 1st and December 31st, that online retailers reach R$ 7.6 billion in sales of consumer goods (not including vehicles and online auction). Thus, the total revenue of R$ 14.3 billion is expected for this year, which represent growth of 35% compared with 2009 revenue, when Brazilian e-commerce reached R$ 10.6 billion. These numbers overcome the initial forecast of R$ 13.6 billion made by e- bit for the 21st edition of WebShoppers in March 2010. 2.5 4.4 6.4 8.2 10.6 14.3 2005 2006 2007 2008 2009 2010* Billions (R$) Source: e-bit Informação (www.ebitempresa.com.br) *forecast Revenues
  24. 24. 22nd edition 24 Copyright e-bit – All rights reserved Forecast for the last two quarters of 2010 In the second quarter of the year, the World Cup was a strong factor of influence for e-consumers, whom chose to spend on products with higher costs, such as flat screen TV's. To have an idea, the sales of televisions in the country grew by 75% in the first two quarters of this year, compared with the same period last year. This number was released in July by the National Association of Manufacturers of Electronic Products (ELETROS). However, as it depends on the e-consumer purchases, it will remain increasing for last two quarters. Also because this period is marked by three special dates for the retail: Father's Day (25/07 to 08/07), Children's Day (09/27 to 10/11) and Christmas (11/15 to 12/24). By the way, Christmas is the most important date for e-commerce: contributing with R$ 1.63 billion in 2009. More people buying! In 2010, the number of people who made at least one purchase on the Internet should increase considerably, 23 million e- consumers are expected by the end of the year. At the end of 2009, e-bit had registered 17.6 million online buyers. This number becomes even greater if compared with the 2006 World Cup period. To have an idea during the World Cup in Germany four years ago, only 6 million people were shopping online. Number of e-consumers* (Millions) 2,0 2,6 3,4 4,8 7,0 9,5 13,2 17.6 23,0 02 03 04 05 06 07 08 09 10* Source: e-bit Informação (www.ebitempresa.com.br) Period: from 2002 to 2010 *people that made at least one online purchase
  25. 25. 22nd edition 25 Copyright e-bit – All rights reserved Forecast for the last two quarters of 2010 The average ticket may be... Following the trend of sales of products like Electronics, Computers and periferals and Cell Phones, the average ticket must be influenced and end 2010 in R$ 375 R$ 230 R$ 308 R$ 296 R$ 328 R$ 375 R$ - R$ 100 R$ 200 R$ 300 R$ 400 2002 2004 2006 2008 2010* Source: e-bit Informação (www.ebitempresa.com.br) *forecast Average ticket
  26. 26. 22nd edition 26 Copyright e-bit – All rights reserved About e-bit
  27. 27. 22nd edition 27 Copyright e-bit – All rights reserved About e-bit Present in the Brazilian market since January 2000, e-bit achieved a highlight spot on the electronic commerce development in the Country, becoming a reference in e-commerce information supply.. e-bit offers its services to companies as well as to online consumers. To the consumers, e-bit works as an Internet shopping adviser, by publishing virtual stores evaluations of people who actually shopped at them (at its website: www.ebit.com.br). On the other hand, information about services directed to the companies may be found on e-bit's institutional website (www.ebitempresa.com.br). Main clients
  28. 28. 22nd edition 28 Copyright e-bit – All rights reserved About camara-e.net The Brazilian Chamber of Electronic Commerce (Camara-e.net), was founded in May 7th, 2001, and is the leading multi-sectoral body of the Digital Economy in Brazil and Latin America, aimed at the electronic business as a strategic factor in sustainable economic development century. Its mission is to empower individuals and organizations for the safe practice of electronic business, by generating and disseminating knowledge leading and advocating consensus positions opposite to the main public and private, national or international, related to the promotion of technologies information and communication. Among the main priorities of the camara-e.net is formulating and proposing public policies, regulatory and market to encourage the production and the universalization of the benefits of information technology and communication. The 160 members of the organization representing the leaders of the main sectors of the Brazilian economy and world. Access www.camara-e.net.
  29. 29. 22nd edition 29 Copyright e-bit – All rights reserved Contatos www.ebitempresa.com.br Pedro Guasti General Director Alexandre Umberti Marketing and Products Director negocios@ebit.com.br 55 11 3047-4999 www.camara-e.net Gerson Rolim gerson.rolim@camara-e.net 55 11 3231-0445

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