Retail e-commerce in Brazil: Resultados da pesquisa online 2014

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A pesquisa foi realizada pela Forrester em parceria com o E-Commerce Brasil entre os meses de Agosto e Setembro deste ano com mais de 300 empresas de diversos segmentos do varejo. O objetivo da pesquisa foi entender os indicadores de performance (KPIs) no Brasil, quais são as prioridades e os principais desafios dos lojistas e também o tamanho e composição de suas equipes. Os resultados foram distribuídos em três partes, sendo a primeira delas entitulada Retail eCommerce in Brazil: Key Metrics, disponível para aquisição no site da Forrester: http://bit.ly/1tHGjYW

Retail

© 2014 Forrester Research, Inc. Reproduction Prohibited
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Agenda
›Introduction To The Survey
›Key Metrics
›Headcount & Priorities
›Marketing Tactics & Site Features

© 2014 Forrester Research, Inc. Reproduction Prohibited
4
Agenda
›Introduction To The Survey
›Key Metrics
›Headcount & Priorities
›Marketing Tactics & Site Features

300+ online retailers including web-only retailers, traditional retailers and manufacturers selling direct
August and September 2014
Online survey in Portuguese and English about online retailers’ business metrics, headcount, challenges and priorities
KPIs about the retail eCommerce market in Brazil can be hard to find
Fielded to retailers across Brazil
Through our (invaluable!) partner e-Commerce Brasil

© 2014 Forrester Research, Inc. Reproduction Prohibited
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Most respondents were either store- based or web-only retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited
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About half of respondents had online revenues under R$360K

© 2014 Forrester Research, Inc. Reproduction Prohibited
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Source: ___
A few caveats before we begin
›These figures should be taken as indicative of survey respondents, not necessarily the industry as a whole
›Not every respondent answered every question on the survey
›Respondents can be rather…optimistic about their business performance

© 2014 Forrester Research, Inc. Reproduction Prohibited
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And now for the data….

© 2014 Forrester Research, Inc. Reproduction Prohibited
10
Agenda
›Introduction To The Survey
›Key Metrics
›Headcount & Priorities
›Marketing Tactics & Site Features

© 2014 Forrester Research, Inc. Reproduction Prohibited
11

© 2014 Forrester Research, Inc. Reproduction Prohibited
12

© 2014 Forrester Research, Inc. Reproduction Prohibited
13

© 2014 Forrester Research, Inc. Reproduction Prohibited
14
Smartphone-based sales average 7% of total online sales

© 2014 Forrester Research, Inc. Reproduction Prohibited
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Tablet-based sales average 6% of total online sales

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