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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
reported data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency
figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in Brazil. A broad definition of retail E-Commerce used by some original sources cited in this report might
include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region and worldwide in terms of criteria relevant to E-Commerce sales.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border online shopping.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.
 Finally, the “Players” section includes information about the leading B2C E-Commerce companies, including a ranking of top online retailers by revenues.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-
to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C
and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 3)
1. Management Summary
2. Overview & International Comparisons
• B2C E-Commerce Market Overview, September 2017
• Retail E-Commerce Sales Forecast in Brazil, Compared to Selected Emerging Markets Worldwide, in USD billion, 2025f
• M-Commerce and E-Commerce Sales CAGR in Brazil Compared to Selected Countries in Latin America, in %, 2015-2019f
• Internet Penetration in Brazil Compared to Selected Countries in Latin America, in % of individuals, 2016
• Number of Smartphone Users in Brazil Compared to Selected Countries in Latin America, in millions, 2014-2020f
3. Trends
• M-Commerce Sales Share of B2C E-Commerce Transactions, in %, January 2011 – January 2017
• Smartphone Penetration, in % of Households, 2011 & 2016
• Mobile Shopper Penetration, in % of Internet Users Who Own a Smartphone, September 2015 & September 2016
• Breakdown of Frequency of Shopping Online via Tablet or Smartphone, in % of Online Shoppers, June 2017
• B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, Q1 2017
• Reasons for Purchasing via Mobile, in % of Mobile Shoppers, September 2016
• Product Categories Purchased via Mobile, in % of Mobile Shoppers, September 2016
• Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2013 - 2016
• Number of Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers, 2013 - 2016
• Product Categories Purchased in Cross-Border Online Shopping, in % of Online Shoppers, 2016
• Most Popular Social Network Accessed by Online Shoppers, in % of Online Shoppers, June 2017
4. Sales & Shares
• B2C E-Commerce Sales, in BRL billion, and Year-on-Year Change, in %, 2011 - 2017f
• B2C E-Commerce Sales Forecasts, by 5 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %, 2015 - 2021f
• E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f
5. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2016
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2016e & 2020f

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TABLE OF CONTENTS (2 OF 3)
5. Internet Users & Online Shoppers (Cont.)
• Breakdown of Online Shoppers by Gender, in %, June 2017
• Breakdown of Online Shoppers by Age Group, in %, June 2017
• Breakdown of Online Shoppers by Region, in %, June 2017
• Top 10 Cities by Share of B2C E-Commerce Orders, in %, Q1 2017
6. Products
• Product Categories Purchased Online, in % of Online Shoppers, June 2017
• Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2016
• Top 5 B2C E-Commerce Product Categories by Conversion Rate, in %, March 2017
• Online Shopping Cart Abandonment Rate, by Product Category, in %, Q1 2017
• Breakdown of E-Commerce Sales by Selected Product Segments, in %, 2010 & 2018f
• Share of Travel in E-Commerce Volume, by Accommodation and Transportation, in %, 2015 & 2020f
7. Payment
• Online and Mobile Payment Trends, 2016
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
• Breakdown of the Number of Payment Installments Used, in % of Online Shoppers, 2015 & 2016
• Reasons For Using Boleto Bancario, in % of Online Shoppers Who Use Boleto Bancario, July 2017
• Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval Rate by Payment
Method, in %, Q1 2017
• Breakdown of Payment Methods Used in the Last Online Purchase from International Site, in % of Cross-Border Online Shoppers, 2013 -
2016
8. Delivery
• Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q1 2015 – Q4 2016
• Share of Online Orders With Delivery Delays, in %, Q1 2015 – Q4 2016
• Motivational Factors in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, June 2017
• Reasons to Give Up an Online Purchase, in % of Online Shoppers, June 2017

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TABLE OF CONTENTS (3 OF 3)
9. Players
• B2C E-Commerce Players Overview, September 2017
• Top 15 E-Commerce Retailers, by Revenues, incl. E-Comm. Websites, Company Type, Category, E-Commerce Revenues, in BRL
million, Growth, in %, and E-Commerce Share of Revenues, in %, 2015
• Top 3 E-Commerce Websites, incl. Total Website Visits, in millions, and Brazil’s Share of Total Visits, in %, and Estimated Number of
Website Visits from Brazil, in millions, July 2017
• Top 10 E-Commerce Website Operators by Unique Visits, in millions, and Reach, in %, April 2017
• E-Commerce Apps or Websites Most Used for Mobile Shopping, in % of Mobile Shoppers, March 2016 & September 2016
• Top 5 International E-Commerce Websites, in % of Online Shoppers, 2016

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7%
6%
9%
15%
16%
16%
18%
20%
20%
23%
27%
29%
30%
32%
39%
47%
50%
0% 25% 50% 75% 100%
Others
Crafts
Drinks
Furniture
Medicines
CDs and DvDs
Toys
Food
Sporting Goods
Household Items
Prepared Food
Cosmetics and Personal Hygiene
Home Appliances
Fashion and Accessories
Books
Electronics
Clothes
in % of Mobile Shoppers
Brazil: Product Categories Purchased via Mobile, in % of Mobile Shoppers, September 2016
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 1,329 mobile shoppers, conducted in September 2016; question asked “Which product categories have you already ordered through the app or site
on your smartphone?“
Source: Mobiletime and Opinion Box, October 2016
“Clothes”, “Electronics” and “Books” were most popular product
categories purchased via mobile in Brazil in September 2016.

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E-Commerce
2.8%
Other Retail
97.2%
2021f2016
E-Commerce
4.6%
Other Retail
95.4%
The E-Commerce share of total retail sales in Brazil is projected to
increase from 2.8% in 2016 to 4.6% in 2021.
Brazil: E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f
Definition: share of retail sales including food and beverages; when excluding the two segments, the share of E-Commerce is projected to be 9.5% in 2021; C2C might be included
Source: Forrester and Google cited by E-Commerce Brasil, October 2016

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