WebShoppers 28th Edition - English Version

Index
What is WebShoppers................................................................................................... 03
E-bit.................................................................................................................................. 04
E-bit Products................................................................................................................. 05
Report Methodology..................................................................................................... 07
Executive Summary.......................................................................................................... 08
Structure of the Report................................................................................................. 10
Chapter I – Results from the ﬁrst half of the year and expectations for the
end of the year................................................................................................................ 11
Chapter II – Proﬁle of the new e-consumer............................................................. 18
Chapter III – Shipping.................................................................................................... 27
Chapter IV – FIPE/Buscapé Index.............................................................................. 36
Main clients at E-bit...................................................................................................... 43
About Camara-e.net..................................................................................................... 44
Press Information.......................................................................................................... 45
Contacts............................................................................................................................ 46
Sponsors:Copyright E-bit – All rights reserved
2

What is Webshoppers
As an E-bit initiative, WebShoppers has the goal of disseminating
information that is essential for understanding e-commerce in Brazil.
The report, published biannually, analyses the evolution of e-commerce,
indicates estimates, changes in behaviors and preferences of e-consumers,
in addition to presenting the market´s trends, contributing to
the sector´s development.
3

Present in the Brazilian market since January 2000, E-bit has been
following the evolution of digital retail in the country since it began,
and is a reference for this topic.
Through a sophisticated system, which collects data directly with the online
buyer, E-bit generates detailed information about e-commerce daily.

E-bit´s website (www.ebit.com.br) provides relevant information for
consumer´s purchase decision-making process, in addition to offering
products and services to retailers.

For consumers, E-bit´s certification for online stores helps increase trust in
online shopping. Through classification by medals (diamond, gold, silver and
bronze), that insure the quality of the services provided by the retailer, the
consumer finds arguments that help him decide. For entrepreneurs, E-bit
works as a source of knowledge about e-commerce in Brazil, contributing to
the development of the business and industry in General.
The WebShoppers report, published biannually, analyses the evolution of
ecommerce, indicates estimates and trends, changes in behaviors and
preferences of e-consumers, in addition to presenting points that need to be
improved, contributing to the sector´s development.
Below, you will find out more about E-bit and its main products.
E-bit
4

• E-bit Certiﬁcation – A virtual store evaluation service, a pioneer in Latin
America and reference for e-commerce in Brazil. E-bit has agreements with
more than 9,000 virtual stores and consumer from these stores are invited to
answer a survey, soon after completing their purchase on the internet. There
are three steps: one immediately after the effective purchase, another a few
days later evaluating the delivery and then a last one about product usability.
The process is automatic and simple, done over the internet.
• E-bit Help - Exclusive and free Service, which seeks to assist consumers
trying to contact virtual stores. E-bit Help aims to reduce the difficulty and
time spent by consumers attempting to communicate with the stores, if they
do not receive the product purchased.
• Electronic Commerce Information – Questionnaires answered daily by
consumers about the quality of services provided by virtual stores, supply Ebit
´s database with information. By crossing data, E-bit produces reports that
identify the proﬁle of online consumers-gender, age, income, education,
habits-and also comparatively evaluate the services provided by virtual stores,
payment forms, billing, etc. The major reports include:
• e-Dashboard - A modern tool that provides daily information on the
market´s evolution and the virtual store, with data such as: number of orders,
sales volume, average ticket, number of single-time consumers, share of the
geographic regions, market share of the categories (computers, electronics,
etc), purchase motivators, delivery status, payment forms used, among
others.
E-bit Products
5

E-bit Products
• E-commerce Overview Report and Forecast: Presents data regarding
the market´s evolution since 2000, with projections till 2020.
• Price Monitor - In addition to monitoring reports of Brazilian e-commerce
sales, E-bit offers a service for monitoring prices, competitiveness and
consumer purchase intentions. With the Price Monitor, you can track,
practically in real time, the price of products in virtual stores, as well as
evaluate the categories, products and brands that are most sought after by
consumers when they purchase online, as well as the shipping rates and
purchase intention for a product.
• TOP HITS – Presents the products that have been most sought after
by e-consumers in Brazil, with detailed information about the share in
each category and subcategory, with data from the Buscapé network.
• Behavioral Analysis Report - Displays executive information about the level
of satisfaction with the services provided and consumer proﬁle of your virtual
store, tracing a comparative with the e-commerce market. In addition, you can
choose to receive real time comments from unhappy customers, along with the
order number. Thus, it is possible to immediately detect any problem and take
actions for a solution and customer retention, transforming the unhappy
customer into a loyal customer.
Find out more about E-bit products by sending an email to:
negocios@ebit.com.br.
6

The 28th Edition of the WebShoppers report uses information from surveys
conducted by E-bit with more than 9,000 virtual stores and e-consumer panel,
in addition to adhoc researches and external information.

E-bit Certification Research

Since January 2.000, E-bit has already collected more than 17 million
questionnaires answered after the online shopping process, and more than
300,000 new questionnaires are added on to this amount monthly.

E-bit data is also collected with online buyers, immediately after their
shopping experience. The E-bit certification service makes it possible to
evaluate the store and shopping experience, as well as after-sales services,
client services, the probability that the client will return to the virtual store
and the referral rate for friends and relatives of the client, known as NPS
(Net Promoter Score).

This compiled information, generates monthly market intelligence reports
that indicate the socio-demographic profile of the e-consumer, as well as the
best-selling products, most used payment forms, repurchase indicators
among other information.

Through another edition of WebShoppers, E-bit expects to continue
contributing to the development of the internet and e-commerce in Brazil.
Enjoy!
E bit Team
Report Methodology
7

Executive Summary
• Brazilian e-commerce sold R$ 12,74 billion in the first half of 2013. This
value is, nominally, 24% greater than what was registered in the same
period in 2012. The amount of online orders increased 20%, reaching 35.54
million.
• Despite the FIPE/Buscapé Index presenting a -4.59% reduction in
ecommerce prices during this period, the average ticket for e-consumers
grew 4%, if compared to the same period last year, reaching R$ 359,49.
• The categories that most sold were "Fashion & Accessories" (13.7%),
"Household appliances" (12.3%), ´Ćosmetics and Perfumery/personal
care/Health "(12.2%)," Informatics"(9%) and" Books/subscriptions and
Magazines "(8.9%).
• Mobile commerce began to enter the e-consumer market. In June 2012, the
share in transactional volume within the segment was 1.3% going on to 2.5% in
January 2013, and reaching 3.6 %in June.
• E-commerce should have R$ 28 billion in sales by the end of 2013,
representing a 25% increase if compared to 2012.
• In the first half of the year, 3.98 million people made their first online
purchase. With this, the total number of e-consumers, that have already made
at least one order online, reached 46.16 million.
8

Executive Summary
• In regards to the proﬁle of new e-consumers, E-bit discovered that women
are the majority (55%), from 25 to 49 years old (67%). While analyzing items
such as family income and education, it was possible to identify the strong
presence of the socio economic C class, 58.62% have an income of up to
R$3 thousand and 46% have completed graded and high school.
• By the end of the year, we will complete 8.9 million new e-commerce
buyers in 2013. Therefore, there will be 51 million consumers who have
made at least one online order.
• During a special shipping survey, E-bit found that most consumers choose
online purchases due to factors that provide savings, such as free shipping.
From those interviewed, 58% said they would buy more frequently online if
free shipping were available.
• From June 2012 to June 2013, the FIPE /Buscapé Index recorded a -4.59%
reduction of e-commerce prices. Considering the month of June 2013 only, an
average 0.04%increase of prices was veriﬁed. Over the 29 months in which
the index had been calculated, this was the fourth time with a price increase.
9

Structure of the Report
Sales in the ﬁrst half of
2013 and expectations
for the end of the year
Proﬁle of the
new e-consumers
Chapter 1 Chapter 2
2013
Shipping FIPE/Buscapé Index
Chapter 3 Chapter 4
10

Results from the ﬁrst half of 2013 and
expectations for the end of the year.
Chapter 1
2013
11

Chapter 1
Results in the first half of 2013
Half of the year has gone by, with good results for Brazilian e-commerce.
From January 1st
till June 30th , 2013, the sector registered R$ 12,74 billion in
sales, which represents a nominal growth of 24% when compared to the
same period in 2012. The amount of online orders has increased 20%,
reaching 35.54 million.
The positive numbers contrast with the current economic scenario:
international crisis, low GDP, economy slowdown and, consequently, lower
consumption expectations. However, in periods such as this one, it is
possible to notice that consumers are more critical and conscious, in order to
make good deals. When considering all of the benefits offered by e-commerce,
such as competitive prices, convenience and easy payment
forms, choosing e-commerce becomes natural.
Despite the fact that the FIPE/Buscapé Index presented a -4.59% reduction in
e-commerce prices (chapter IV), the average ticket presented a nominal
growth of 4% compared to the same period in the previous year, at a value of
R$ 359,49. This can be explained by several factors, including: the launch of
new products, especially in the "Electronics" and "Informatics" categories, with
higher added value, and the inflation, which surpassed the Central Bank´s
goal in June. The satisfaction rate with online shopping had a small reduction
(-1%), compared to the first half of 2012, but still remains at an excellence
level, with the approval of 85.96% of the people who purchased online.
12

Chapter 1
SALES
NUMBER OF ORDERS
AVERAGE TICKET
SATISFACTION RATE
R$12.74 billion
R$359,49
35.54 million
NOMINAL GROWTH
In relation to the first semester in 2012 24%
85,96%
First Sem. 2013
OVERVIEW OF THE 1st SEMESTER IN 2013
Source: E-bit Information (www.ebitempresa.com.br)
st
13

Chapter 1
Most Sold Categories
In the first half of 2013, the "Fashion & Accessories" category, which was
close to reaching the most sold classification, reached first place, with
13.7% of the volume of orders. Next place went to "Home appliances"
(12.3%),”Cosmetics and Perfumery/personal care/Health "(12.2%),"
Informatics "(9%) and" Books/subscriptions and Magazines "(8.9%),
accordingly.
FASHION ANDACCESSORIES 13,7%
12,3%
12,2%
9,0%
8,9%
HOMEAPPLIANCES
INFORMATICS
BOOKS/SUBSCRIPTIONS AND MAGAZINES
COSMETICS AND PERFUMERY
PERSONAL CARE/ HEALTH
MOST SOLD CATEGORIES (According to volume of orders)
14

Chapter 1
Social Networks motivating consumers
According to IBOPE, in January 2013, 46 million Internet users in Brazil were
social network users, which makes these channels important forms of
spreading trends and purchasing motivators. Categories like "fashion &
Accessories" and "Home & Decoration" stand out in this scenario. In
addition, the emergence of F-commerce, driven by some stores, also
explains the relevance of these means as online consumption motivators.
A point to consider in this case is that the purchases aren´t necessarily
completed on Facebook, but it does generate qualiﬁed leads for the stores.
JUN/10
MOTIVATORS
SOCIALNETWORKS
JUN/11 JUN/12 JUN/13
0,53%
1,16%
3,44%
5,63%
HOW DID YOU GET TO THIS STORE?
15

Chapter 1
Mobile Commerce
Mobile Commerce is gaining support in Brazil. The popularity of smartphones
and tablets, along with the development of new applications and technologies
directed to this modality contribute to this.
In addition, the Ominchannel and the possibility of comparing prices within the
physical stores (Showrooming) make this kind of possibility increasingly
attractive to consumers. In June 2012, the segment´s transaction volume
share was 1.3%, going on to 2.5% in January 2013, and reaching 3.6 % in
June.
JAN/10
M-COMMERCE SHARE IN BRAZIL TRANSACTION VOLUME
0.0%
1.0%
2.0%
3.0%
4.0%
0.0% 0.0%
0.1% 0.3%
0.8%
1.3%
2.5%
3.6%
JUN/10 JUN/11JAN/11 JAN/12 JUN/12 JUN/13JAN/13
16

Chapter 1
What´s ahead
2013 should end with positive results for Brazilian e-commerce. Numbers
for the ﬁrst half contribute towards maintaining expectations. The forecast is
that the sector should reach R$ 28 billion in sales, which represents a
nominal growth of 25% compared to 2012, when sales reached R$ 22.5
billion.
2009
R$10,6
R$14,8
R$18,7
R$22,5
R$28
Forecast
2010 2011 2012 2013*
EVOLUTION OF E-COMMERCE SALES (BILLIONS)
17

Proﬁle of the new e-consumer
Chapter 2
18

Chapter 2
Buying online for the first time
In the first half of the year, 3.98 million people made their first online
purchase. With this, the total number of e-consumers, who have already
made at least one online order, reached 46.16 million.
The quantity of new consumers is less than what was registered in the same
period in 2012, when this number reached 4.64 million. This reduction
represents, at the current e-commerce moment, a stabilization. The industry
reached its peak of new consumers in the previous year and is now more
mature, which is why the rhythm of new consumers should be partially reduced
and become more stable.
1st
Sem 2009 2,5 Million
2,32 Million
3,97 Million
4,64 Million
3,98Million
1st
Sem 2010
1st
Sem 2011
1st
Sem 2012
1st
Sem 2013
EVOLUTION OF THE NUMBER OF E-CONSUMERS
19

Chapter 2
Who are the new e-consumers
In recent years, women were the majority. In the ﬁrst half of 2013, this
remained the same. Women represented 55%. In regards to the age of new
e-consumers, the most signiﬁcant age group continued to be 25 to 49 years
old.
SEX
FEMALE
56% 56%
44%
55%
45%
57%
43%
55%
45%44%
MALE
1st
sem 1st
sem 1st
sem 1st
sem 1st
sem2009 2010 2011 2012 2013
GENDER OF NEW E-CONSUMERS
Up to 24
From 25 to 49
More than 50
1st sem 2009 1st sem 2010 1st sem 2011 1st sem 2012 1st sem 2013
11% 9% 9% 9% 9%
69% 67% 67% 67% 67%
20% 24% 24% 24% 24%
AGE OF THE NEW E-CONSUMERS
20

Chapter 2
Who are the new e-consumers
When analyzing issues such as schooling and family income it is clear that
socio economic class C is strongly present among new e-consumers. Studies
from June 2009 till June 2013, show that new e-consumers who have
completed graded and high school went from 42% to 46%. While numbers
related to those who had complete and incomplete college degrees decreased
from 47% to 42%, in the same period.
This demonstrates that e-commerce also attracts a public with lower
education levels, which is a result, among other things, of the digital inclusion
among the lower income portion of the population.
EDUCATION LEVELS
POST-GRADUATION
47% 44% 43% 42% 42%
11% 11% 11% 11% 12%
1st
sem 2009 1st
sem 2010 1st
sem 2011 1st
sem 2012 1st
sem 2013
EDUCATION LEVEL OF NEW E-CONSUMERS
GRADED ANDHIGH SCHOOL
COLLEGE INCOMPLETE
ANDCOMPLETE
42% 45% 46% 47% 46%
21

Chapter 2
In regards to family income, the most signiﬁcant group in the last ﬁve years has
been people who earn up to R$ 3 000 per month. Socio economic class C has
represented most of the new e-consumers in this period. It is interesting to
observe that the group of consumers with a family income that is above R$
8,000 had a slight growth going from 3.76% in June 2009, to 5.36% in June
2013, which can also be an opportunity for retailers.
FAMILYINCOME
UPTO
3.000
64,48% 63,93% 61,39% 59,41 % 58,62%
23,70% 24,25 % 24,92% 24,37% 24,50%
3,76% 4,27% 5,64% 5,51% 5,36%
8,06% 7,55% 8,04% 10,71% 11,53%
ABOVE
8.000
RATHER
NOT
SAY
FROM
3.001
TO
8.000
1stsem2009 1stsem2010 1stsem2011 1stsem2012 1stsem2013
FAMILY INCOME OF NEW E-CONSUMERS
ATÉ
22

Chapter 2
Where are the new e-consumers
Just as in the general e-commerce market, in the ﬁrst half of 2013, new
econsumers were more concentrated in the Southeast region (65%) with the
northeast (14%) and South (13%)regions coming next. The more recent digital
inclusion in the North, Northeast and Midwest regions, compared to the other
"pioneers", can be identiﬁed in these numbers.
REGION
SOUTHEAST 62% 65%
14% 13%
13% 13%
7% 6%
4% 3%
NORTHEAST
SOUTH
MIDWEST
NORTH
NEW E-CONSUMERS E-COMMERCE IN GENERAL
Source : E-bit Information (www.ebitempresa.com.br)
Where are the NEW E-CONSUMERS (1st sem/2013)
23

Chapter 2
How much they spend and how they pay for it
New e-consumers spent an average of R$ 352.29 on purchases in the first
half of 2013, while in the general market, the average ticket was a little
higher, R$ 359,29. From the people who purchased online for the first time,
36% preferred to pay in full, while 64% chose installments.
This demonstrates that the flexibility in regards to payment terms offered by
ecommerce attracts the public. The same behavior can be identified with
general e-commerce.
INSTALLMENTS
Installments
In full
NEW E-CONSUMERS
64% 63%
36% 37%
E-COMMERCE IN GENERAL
PAYMENT FORMS NEW E-CONSUMERS X MARKET: 1st sem/2013
N E W C O N S U M E R S
R$352,29
R$359,49M A R K E T
AVERAGE TICKET NEW E-CONSUMERS X MARKET: 1st sem/2013
AVERAGE TICKET
AVERAGE TICKET
24

Chapter 2
Categories that were most purchased by new e-consumers
The category that was most purchased by new e-consumers in the ﬁrst half
of the year was "Fashion & Accessories" (15.2%), followed by "Home
appliances" (12.3%), Cosmetics and Perfumery/Personal care/health
"(10%)," Books/subscriptions and Magazines "(9.1%) and" Informatics"(8.2%).
CATEGORIESRANKING
1 FASHION AND ACCESSORIES 15,2%
12,3%
10,0%
8,2%
9,1%
HOME APPLIANCES
BOOKS / SIGNATURES AND MAGAZINES
INFORMATICS
COSMETICSANDPERFUMERY
PERSONAL CARE/HEALTH
2
3
4
5
CATEGORIES PREFERRED BY NEW E-CONSUMERS (VOLUME OF ORDERS): 1st sem/2013st
25

Chapter 2
More people buying online
By the end of the year, over 8.9 million will probably have purchased through
e-commerce for the ﬁrst time. With this, we will have reached 51 million
consumers who have already made at least one online order. According to
Navegg (www.navegg.com.br), the number of Internet users in Brazil reached
105 million at the end of July this year. Soon, by the end of 2013, roughly half
of the people connected, will also be online consumers.
60
51
32
42,2
23,4
17,6
50
40
30
20
2009 2010 2011 2012 2013*
EVOLUTION OF THE NUMBER OF E-CONSUMERS (MILLIONS)
*Forecast
26

Chapter 3
Shipping Survey
Brazilian e-commerce growth was empowered, in recent years, with the free
shipping policy, a marketing action that is widely used by online stores since
early 2000´s. We know this policy is widely motivating for the virtual
consumer´s purchase decision; however, its result directly inﬂuences virtual
retailers´ margins.
Due to this, E-bit prepared, in this edition of the WebShoppers report, a
special survey on shipping, seeking to understand how its pricing policy
impacts virtual sales, through a quantitative research, with a structured online
questionnaire using E-bit´s Panel. The data was collected from 6/10/2013 to
6/25/2013, with 4,747 responses gathered.
28

Chapter 3
The importance of shipping with online purchases
Shipping is a preponderant factor in e-consumers´ purchase decision. A proof
of this is that 78% of the people E-bit interviewed stated that they pay
attention to values and options offered by the shops. In this scenario, the free
shipping policy becomes more important, attracting the public that is
interested in saving. In 2012, many retailers reduced this practice in order to
increase proﬁtability. This is because delivery costs represent 10% to 15% of
the total e-commerce operation.
But during the ﬁrst half of 2013, it was possible to notice free shipping offers
returning, which clearly shows that this policy boosts sales, especially in
crisis moments.
FREE SHIPPING PERCENTAGE
SHIPPING
jun/11
66% 57% 62%
34% 43% 38%
jun/13jun/12
FREE
PAID
29

Chapter 3
I ALWAYS
CHOOSE THE
CHEAPEST
SHIPPING OPTION.
I USUALLY
BUY ENOUGH TO
REACH THE
FREE SHIPPING
AMOUNT.
I BUY FROM AN
ONLINE SHOP
ESPECIALLY BECAUSE
OF THE SHIPPING
OPTIONS.
I DON´T USUALLY
PAY ATTENTION TO
SHIPPING OPTIONS
AND VALUES.
AGREE
COMPLETELY
45% 34% 11% 6% 4%
27% 30% 18% 11% 15%
23% 29% 20% 12% 16%
5% 5% 5% 8% 78%
AGREE
PARTIALLY
DON’T AGREE
OR DISAGREE
DISAGREE
PARTIALLY
DISAGREE
TOTALLY
IMPORTANCE OF FREE SHIPPING
Source: Shipping survey June/2013 (www.ebitempresa.com.br)
30

Chapter 3
Free shipping as a purchase motivator
While questioning consumers about what reasons would lead them to
consume online, in a multiple response survey, the main elements of the
results achieved can be divided into two blocks.
The one that most inﬂuences a purchase decision includes factors that
provide savings, and in this case the free shipping offer is among the
motivators.
Items that provide more convenience are second on the list.
REASONS TO BUY ONLINE
BEST PRICES 59%
40%
36%
28%
20%
44%
SALES
PRACTICAL / CONVENIENCE
FREE SHIPPING
DELIVERY SPEED
EASY TO COMPARE
PRICES WITH MANY SHOPS
Source: Shipping Survey June /2013 (www.ebitempresa.com.br)
31

Chapter 3
Free delivery is relevant as a purchase motivator when it comes to
frequency. In a multiple response survey, once again, the factors that
provide savings were ﬁrst on the list.
82% of the interviewees would buy more over the internet if they found low
prices and 58% say they would be more regular if there was free shipping.
Security-related options (37%), delivery time (22%) and zero cost in the case of
product exchanges or returns (21%) were also important.
MOTIVATORS FOR REGULAR ONLINE PURCHASES
Shipping Survey June/2013 (www.ebitempresa.com.br)
82%
58%
37%
22%
21%
CHEAPER PRICES
FREE SHIPPING
SECURITY / PROTECTING PERSONAL AND FINANCIAL DATA
DELIVERY DATE GUARANTEE
ZERO COST IN THE CASE OF PRODUCT EXCHANGES OR RETURNS
32

Chapter 3
Free shipping as an important factor when choosing a store
There are several factors that lead consumers to buy in a particular online
store. But when evaluating criteria by order of importance, the most inﬂuential
towards choosing a store were trust and price, with 16%, followed closely by
free shipping (14%) and delivery timing (13%).
These numbers show that free delivery is signiﬁcant because it is in the
group of options that provide savings to the customer.
DECISIVE FACTORS FOR BUYING AT A SPECIFIC STORE
Source: Shipping Survey June/2013 (www.ebitempresa.com.br)
16%
16%
14%
13%
PRICE
TRUSTING THE STORE
FREE SHIPPING
DELIVERY TIMIN
33

Chapter 3
When evaluating criteria for not buying at an online store, once again the
shipping factor was signiﬁcant for e-consumers. From the interviewees
12% considered paid shipping to be a good reason for choosing another site.
First place went to a lack of trust , with 15%.
REASONS FOR NOT BUYING AT A SPECIFIC STORE
TRUSTING THE STORE 15%
14%
13%
12%
PRICE
DELIVERY TIMING
PAID SHIPPING
34

Chapter 3
What if delivery is faster with paid shipping?
When asked about whether they´d be willing to pay an additional shipping
value in order to receive their purchases faster, the e-consumers showed that
savings remain as one of the most relevant factors for a purchase decision.
From the interviewees, 19% also stated that in a free shipping offer situation,
they would deﬁnitely agree to pay an amount in order to receive their
purchases quickly, while 45% wouldn't pay.
If the store already charges a delivery fee, only 15% would pay an extra amount
in order to have a faster delivery. Those who wouldn't pay amounted to 39%.
WOULD YOU PAY AN ADITIONAL FEE FOR A QUICKER
DELIVERY AT A STORE WHERE SHIPPING IS FREE?
WOULD PAY
WOULD NOT PAY
MAYBE
45%
36%
19%
WOULD YOU PAY AN ADITIONAL FEE FOR A QUICKER
DELIVERY AT A STORE THAT ALREADY CHARGES FOR SHIPPING?
WOULD NOT PAY WOULD PAY
MAYBE
46%
39%
15%
35

FIPE/Buscapé Index
Chapter 4
36

Chapter 4
Price Reduction
From June 2012 to June 2013, the FIPE Buscapé Index recorded a -4.59%
reduction in e-commerce prices. Analyzing month-by-month data, it is
possible to notice that, from December 2012 on, there is a tendency for price
reductions, due to the fact that the monthly variations are greater than those
12 months ago.
ANNUAL VARIATIONS OF THE FIPE BUSCAPÉ INDEX
(MONTH T / MONTH T -12)
Source: FIPE/Buscapé
Jan12
Feb12
M
ar12
Apr12
M
ay12
Jun12
Feb13
M
ar13
Apr13
M
ay13
Jun13
Jul12
Aug12
Sept12
Oct12
Nov12
Dec12
Jan13
-9,73% -9,81% -9,85%
-8,29% -7,89%
-7,02%
-7,67% -7,79%
-6,42% -6,13%
-5,22%
-4,94% -4,87% -4,59%
-9,32%
-9,64%
-8,92% -9,25%
37

Chapter 4
Product Categories
Still within the June 2012 till June 2013 period, from the ten groups of products
researched, eight had price reductions. It was possible to observe signiﬁcant
differences between the categories that make up the index.
ANNUAL VARIATIONS OF THE FIPE/BUSCAPÉ INDEX BY PRODUCT
CATEGORIES (MAY 13 / MAY 12)
TOTAL GENERAL (151 CATEGORIES)
2,09%
0,34%
-0,36%
-0,75%
-0,81%
-1,35%
-9,16%
-9,48%
-11,43%
-11,70%
-6,62%
-4,59%
2,88%
HOUSE AND DECOR
HOME APPLIANCES
TOYS AND GAMES
SPORTS AND LEISURE
INFORMATICS
PHOTOGRAPHY
TELEPHONY
FASHION AND ACCESSORIES
ELECTRONICS
67 CATEGORIES WITH INCREASES
4 CATEGORIES WITH REDUCTIONS8
38

Chapter 4
Understanding the scenario
The -4.59% reduction in the FIPE/Buscapé Index, June 2012 to June 2013,
contrasts with the increase in general consumer price indexes, such as the
IPCA-IBGE and the IPC-FIPE, which recorded an increase, during the same
period, from 6.50% and 5.13%.
A significant portion of these differences is explained by the following factors:
• The FIPE Buscapé Index monitors a basket of products that are different
from those examined by general price indexes, i.e. only the products
commercialized in a more significant manner through e-commerce.
• The significance given to products that make up the FIPE Buscapé Index
is very different than the significance given to the same products in
generic indexes.
• The FIPE Buscapé Index only monitors the e-commerce distribution channel,
while the other lists analyze several other traditional and physical channels.
• The dynamics of the electronics, computers and white good industries,
among others, is based on the constant release of new products generally
priced higher than previous models. These "new releases" do not enter the
price comparison as there is no correlation in the previous year.
39

Chapter 4
Prices in June 2013
Considering the month of June 2013 exclusively, the FIPE Buscapé Index
recorded an average growth rate of 0.04%. Over the 29 months where the
index has been calculated, this was the fourth time there was a price increase.
MONTHLY VARIATIONS OF THE FIPE BUSCAPÉ PRICE INDEX(%)
-0,64%Feb/11
Mar/11
Apr/11
May/11
Jun/11
Jul/11
Aug/11
Sep/11
Oct/11
Nov/11
Dec/11
Jan/12
Feb/12
Mar/12
Apr/12
May/12
Jun/12
Jan/13
Feb/13
Mar/13
Apr/13
May/13
Jun/13
Jul/12
Aug/12
Sep/12
Oct/12
Nov/12
Dec/12
3,00%
-3,00%
2,00%
-2,00%
1,00%
-1,00%
0,00%
-1,18%
-1,19%
-0,73%
-0,73%
-1,22%
-1,21%
-1,28%
-0,42%
-0,26%
-0,44%
-0,28%
-1,42%
-1,06%
-1,42%
-2,85%
-0,03%
-0,36%
-0,25%
-0,74%
-0,64%
-0,40%
0,59%
0,90%
2,39%
0,04%
-0,05%
-2,41%
-0,79%
40

Chapter 4
Categories analyzed in the month of June
From the ten categories monitored, seven showed a price increase, with an
emphasis on "Toys and Games" (2.60%) and "Home & Decor" (1.22%).
MONTHLY VARIATIONS OF THE FIPE/BUSCAPÉ INDEX
BY PRODUCT CATEGORIES (JUN 13 / MAY 13)
Source : FIPE/Buscapé
-1,00%
TOYS AND GAMES
HOUSE AND DECOR
SPORTS AND LEISURE
PHOTOGRAPHY
ELECTRONICS
FASHION AND ACCESSORIES
HOME APPLIANCES
INFORMATICS
TELEPHONY
91 CATEGORIES WITH INCREASES
60 CATEGORIES WITH REDUCTIONS
TOTAL GENERAL (151 CATEGORIES)
-0,50% -0,00% -0,50% -1,00% -1,50% -2,50%-2,00% -3,00%
41

Chapter 4
Fundação Instituto de Pesquisas Econômicas (Foundation Institute for
Economic Research) is responsible for the calculation methodology
of the FIPE Buscapé price, represented by Sergio Crispim.
Contact: (+55 11) 3767-1700 / 3767-1701 / 3813-1444
42

Main Clients
43

Credits / About Câmara-e.net
The Brazilian Chamber of Electronic Commerce (Camara-e.net), founded in
May 7th , 2001, is the leading Digital economy multi-sector entity in Brazil and
Latin America, focused on electronic business as a strategic factor for
sustainable economic development in the 21st century. The Chamber´s
mission is to train individuals and organizations about safe practices for
electronic business, through generating and disseminating leading
knowledge, as well as defending consensus positions when facing the main
public and private agents, both national and international, related to the
promotion of information and communication technologies.
Camara-e.net´s main priorities include formulating and proposing public,
regulatory and market policies, that encourage the production and
universalization of the information and communication technologies´ beneﬁts.
The 100 members of the entity represent leading companies from main
sectors of the brazilian and world economy.
Acess www.camara-e.net.
44

Press Information
Disclosure of E-bit Information

E-bit requests to be mentioned as a source of information in any press
release, opinion article, editorial or newspaper article, that quotes data
collected in E-bit studies about the Brazilian e-commerce market, especially in
regards to the WebShoppers report.

We reinforce that the data belongs to E-bit and therefore, the press must
always inform the source, in order to enhance the credibility of the information
and prevent data disclosed by the company from being assigned to other
sources.
45

Thank You!
Pedro Guasti
VP of Intelligence Marketing for Buscapé Company
General Director at E-bit
negocios@ebit.com.br
+55 11 3848-8730

WebShoppers 28th Edition - English Version

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