33
25 th edition Support: Copyright e-bit All rights reserved

Webshoppers 25th edition - english version

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Webshoppers 25th edition - english version

25th edition

Support:

Copyright e-bit – All rights reserved

Page 2: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved

. Index

What is WebShoppers......................................................................................... ................... ..................................................03

About e-bit........................................................................................................................................................................... 04

WebShoppers data: Methodology.................................................................................................... ......................... .................. 07

Executive Summary............................................................................................... ................................................................. 08

Report Structure................................................................................................ .................................................................. 09

Part I – Balance of 2011 and Forecast for 2012...................................................................... ........................................................ 10

Brazilian e-commerce in 2011

Main events of the year

e-consumers continues to grow ...

Best-selling categories

2012: End of the world? Not for e-commerce!

Part II – Collective Purchasing........................................................................................ ..............................................................18

Collective Purchasing: Overview of the market

X-ray of the categories

Profile of collective purchasing e-consumers

Evaluation of Collective Shopping sites

Part III –Behavioral Targeting....................................................................................... ................................................... 23

Abandonment and recovery of shopping carts

Latency purchases

Part IV – FIPE/Buscapé Index......................................................... ............................................................................................ 27

Chart: Category Variation

e-bit Major Clients.................................................................................................................................................................. 31

About Camara-e.net................................................................................................................. ............................................... 32

Contacts...................................................................................................................................... .........................................33

2

Page 3: Webshoppers 25th edition - english version

3

. What is WebShoppers?

An e-bit initiative, WebShoppers goal is to spread essential information regarding Brazilian internet users shopping

behavior and e-commerce.

WebShoppers analyzes electronic commerce evolution, changes in e-consumers behavior and preferences, and attempts

to find aspects that can improve Brazil’s e-commerce development.

Learn more about e-bit and its main products below.

Support:

Copyright e-bit – All rights reserved

Page 4: Webshoppers 25th edition - english version

4Support:

. About e-bit

Present in the Brazilian market since January 2000, e-bit has gained prominence in the development of e-commerce in

the country, and has become the de facto reference for e-commerce information.

Through a sophisticated system of data collection, including data from the consumer himself after making online

purchases in more than 5,000 online stores in Brazil, e-bit generates detailed daily information on e-commerce.

e-bit has collected more than 13 million assessments from e-consumers and offers services for both businesses and

online consumers:

For consumers, e-bit acts as a consultant for Internet shopping, publishing on its website (www.ebit.com.br)

evaluations of people who actually bought in the stores.

Information on services targeted at businesses can be found at the institutional e-bit (www.ebitempresa.com.br).

e-bit Certification – As both a groundbreaking virtual stores evaluation service in Latin America, and an electronic

commerce reference in Brazil, e-bit has an agreement with more than 5,000 virtual stores whose consumers are

invited to fill out a survey right after they purchase on the internet. There are two steps, both simply carried out

online: the first one occurs immediately after the purchase; the second, some days later, to evaluate the product

delivery.

E-commerce Information – The questionnaires regarding virtual stores service quality supply e-bit’s database. 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.

Copyright e-bit – All rights reserved

Page 5: Webshoppers 25th edition - english version

e-Dashboard - The e-Dashboard is a modern online tool that provides daily updated information to keep track of e-

commerce growth and help you monitor the performance of your e-shop. This product helps you make decisions based

on accurate information in order to increase the volume of sales, conversions and profits. The data presented is

collected from e-bit consumer surveys, at checkouts of more than 5,000 Brazilian online stores.

Price Monitor - Besides the follow-up reports of sales in Brazilian e-commerce, e-bit provides a service for monitoring

price, competitiveness and virtual consumer purchase intent. With this product, called Price Monitor, it is possible to

monitor, in near real time, the price of products in stores. Additionally, one can evaluate the categories, products and

brands sought after by consumers when using the Internet to make a purchase. Learn more about this new service by

sending an e-mail to [email protected].

Survey Panel – e-bit owns a panel of highly qualified respondents, formed by more than 1.3 million virtual consumers.

They are invited to participate in quantitative and qualitative surveys through online access with their 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 database. 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).

Support:

. About e-bit

5 Copyright e-bit – All rights reserved

Page 6: Webshoppers 25th edition - english version

Advertising on e-bit’s website – www.ebit.com.br website is used by virtual consumers as a reference for their online

purchases, visited monthly by more than 400 thousand unique users. In their pages, agencies and virtual stores can

advertise their products and services to an adult public with significant purchasing power, obtaining an excellent

return in sales and brand publicity.

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. With that in mind, e-bit developed a special product for those stores that participate in e-bit Satisfaction

Surveys, 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 problem, solve it and retain the client; thereby, converting an unsatisfied

customer into a loyal one. Find out more information concerning this e-bit innovation by sending an e-mail to

[email protected].

e-bit Ajuda (an assistance service) - Aiming to make life easier for consumers when making their online purchases, e-

bit created a unique and free service, which seeks to assist consumers get in touch with stores. e-bit Help! will reduce

the difficulty and time spent by consumers in attempts to communicate with the stores if they do not receive the

product. Enlist the help of e-bit and be an even more pleased consumer!

Winke - It is a place where you can share with friends and followers all of your purchases, from the most mundane, to

the most extravagant! With the tool, tell your friends which gift you want, or something new that you covet. Maybe

your desires will be fulfilled faster than you think. www.winke.com.br

6Support:

. About e-bit

Copyright e-bit – All rights reserved

Page 7: Webshoppers 25th edition - english version

WebShoppers, in its 25th edition, uses information originated from surveys with more than 5,000 virtual stores and its

e-consumers panel.

Since January 2000 e-bit has collected more than 13 million questionnaires completed after purchase via the online

system bitConsumidor.

Each month, over 200,000 new questionnaires are added.

e-bit data are collected from online shoppers immediately after the shopping experience. bitConsumidor evaluates the

store and the shopping experience, post-sale customer service and the likelihood of returning to the shop.

This information generates monthly market intelligence reports that indicate the socio-demographic profile of the

consumer, as well as the best selling products, most popular form of payment, among other data.

With this 25th WebShoppers edition, e-bit continues to contribute to internet and e-commerce development in Brazil.

Enjoy reading!

e-bit Team

. WebShoppers Data: Methodology

7Support:

Copyright e-bit – All rights reserved

Page 8: Webshoppers 25th edition - english version

In 2011, e-commerce fulfilled expectations and reached USD 10,1 billion in revenue, which means a nominal increase of 26% over the

previous year, when earnings totaled USD 8 billion.

Of 9 million new e-consumers, 61% belonged to middle class.

In 2011, 53.7 million purchases were made over the internet, 34% higher than last year, when 40 million requests were made.

In 2011, the e-commerce has seen the inclusion of two new dates responsible for the strong waves on sales: "Black Friday" in November, and

"Boxing Day", right after Christmas. The two events together moved R$ 158 million, 91% higher than that achieved on the same dates in 2010.

As expected, with transactions increasing, the average ticket was 6.5% lower than the previous year and stood at USD 189.18.

In the last three months of 2011, the Top 50 online stores have lost market share, compared to the same period in 2010: 89.27% to 87.73%,

while the "long-tail" rose from 10.73% to 12.27% in the same time.

In 2012, e-commerce is expected to reach USD 12.6 billion, 25% higher than in 2011. In the first half, a period which historically accounts for

45% of sales of the year, sales of USD 5.6 billion are expected.

The number of collective purchasing consumers will reach 9.98 million.

Collective Purchases reached 20.5 million requests for "collective purchasing" and the average ticket was USD 42,35. The sector reached a

turnover of USD 864.8 million.

Analyzing the requests made between August 2011 and February 2012, for stores that use behavioral marketing tools, there was an increase

of 654% over the 1st period, while standard e-commerce changed by 353%.

In general, buyers with lower incomes are proportionately more motivated by: TV, ads and articles in newspapers and magazines, printed

catalogs and a consultant or representative of the store.

The FIPE/Buscapé Index reported significant differences in price changes between the product groups that compose it. If we analyze the

differences between the variations in the prices of different products, it is possible to observe in general falling prices, and the 151 products

surveyed, 126 (83% of total) had an average drop of 10.4%, while only 25 had a slight average increase (2.5% in 12 months).

. Executive Summary

8Support:

Copyright e-bit – All rights reserved

*Dollar 1,85

Page 9: Webshoppers 25th edition - english version

Support:

. Report Structure

PART I PART II PART III PART IV

Balance of 2011 and

Forecast for 2012

Collective Purchasing Behavioral

Targeting

FIPE/Buscapé Index

9 Copyright e-bit – All rights reserved

Page 10: Webshoppers 25th edition - english version

Support:

. Part 1

10

PART II PART III PART IV

Balance of 2011 and

Forecast for 2012

Collective Purchasing Behavioral

Targeting

FIPE/Buscapé Index

PART I

Copyright e-bit – All rights reserved

Page 11: Webshoppers 25th edition - english version

1.1 – Balance of 2011 Brazilian e-commerce

Support:

11

Another year ends with positive results for e-commerce in Brazil. In 2011, the industry anticipated and reached USD 10.1

billion in revenue, which means a nominal increase of 26% over the previous year, when earnings totaled USD 8 billion.

It is worth remembering that in 2010, the sector's growth was above average: 40%, with average annual growth over the past 10

years at 43.5%. This is due to the current economic scenario and also the influence of the World Cup. In 2011, external factors

such as the crises in Europe and the United States affected the economy and consequently the performance of e-commerce.

Revenue Growth

(in billions)

USD 3,4

USD 4,4

USD 5,7

USD 8,0

USD 10,1

2007

2008

2009

2010

2011

Source: e-bit Information (www.ebitempresa.com.br)

Copyright e-bit – All rights reserved

*Dollar 1,85

Page 12: Webshoppers 25th edition - english version

1.2 – Average ticket price

Support:

Copyright e-bit – All rights reserved12

The average ticket was 6.5% lower than the previous year and stood at USD 189, as expected. This decrease can be explained

by the fact that in 2010 sales were heated in specific periods such as the World Cup. This boosted sales of products with high

added value, such as thin-screen televisions, contributing to the increase in value the average ticket that year. The reduction

in prices of 9.75%, indicated by FIPE/Buscapé price Index, last year also affected this decrease.

Moreover, in 2011, products with higher value continued to be preferred, due to the "Boom" of the new middle class in e-

commerce. Of the 9 million new e-consumers, 61% belonged to this class. Online retailers also reduced the payment times for

purchases, which affected the middle class ability to afford financed products.

Average Ticket

(evolution)

$163 $177 $181 $202

$189

$0

$100

$200

$300

2007 2008 2009 2010 2011

Source: e-bit Information (www.ebitempresa.com.br)

*Dollar 1,85

Page 13: Webshoppers 25th edition - english version

In 2011, e-commerce has seen the consolidation of two new dates responsible for strong sales : the "Black Friday" in November,

and "Boxing Day", just after Christmas. In traditional countries like the United States and England, these events promote

discounts that reach 70%. In Brazil, the two events together moved USD 85.4 million, 91% higher than that achieved on the

same dates in 2010.

Support:

Copyright e-bit – All rights reserved13

Revenues USD 10.1 billion

Average Ticket R$ 189

Nominal growth compared to 2010 26%

New e-consumers 9 million

Balance of e-commerce in 2011

Source: e-bit Information (www.ebitempresa.com.br)

1.2 - The main events of the year

*Dollar 1,85

Page 14: Webshoppers 25th edition - english version

1.3 - The number of consumers continues to grow ...

Support:

Copyright e-bit – All rights reserved14

Number of e-consumers

(in million)

The number of people shopping online increased by 37% compared with 2010. There were 9 million new e-consumers in 2011.

This brings to 32 million people those who made at least one purchase online. 53.7 million requests were made over the

internet, 34% higher than last year, when there were 40 million requests.

The index of satisfaction with purchases made on the Internet was also high: 86.45% of consumers have adopted and were

satisfied with the services provided by virtual stores in 2011.

Source: e-bit Information (www.ebitempresa.com.br)

Page 15: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved15

1.4 - The best-selling categories

In 2011, the categories of high value added products, such as Appliances, Computers and Electronics, were the preference of e-

consumers. Competitive prices and the payment terms offered by the stores were motivators for sales in the same way as

dates of sale, such as "Black Friday" and "Boxing Day". Fashion and Accessories, which lately have been among the most sought

after categories, established itself among the five best-selling categories, occupying the 4th position during the Christmas

season. The problem had been that consumers were accustomed to having contact with this type of product before purchasing.

Retailers began to work on these issues, achieving excellent results. The entry of the new middle class, so far "light users", also

impacted this growth. This public has become accustomed to seeking out these products on the internet as a source of gifts to

relatives and friends, as we saw at Christmas.

Best-selling product category - 2011

(volume of orders)

1º Appliances 15%

2º Computers 12%

3º Eletronics 8%

4º Health, Beauty and Medicaments 7%

5º Fashion and Accessories 7%

Source: e-bit Information (www.ebitempresa.com.br)

Page 16: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved16

1.5 - E-Commerce: increasingly democratic

One phenomenon that the market has consistently seen year after year is decentralization in the share of online shops. With

the improvement in the professionalism of companies in the "long-tail", offering secure payment methods, as well as

competitive price and good delivery policy, e-consumers have more options to do their shopping online.

Moreover, the fact that the internet is increasingly collaborative contributes greatly to this market movement, as people are

inspired by shopping experiences from other users.

According to data collected by e-bit, in the last three months of 2011, the Top 50 lost market share compared with the same

period in 2010: 89.27% to 87.73%, while the "long-tail "rose from 10.73% to 12.27%.

2012: End of the world? Not for e-commerce

In 2012, e-commerce should continue to grow in the same rhythm presented in 2011. Although the market is in a good state,

the international scene could influence the results. The crisis in Europe, the expected reduction in the pace of Chinese growth

and the fact that the U.S. economy is still recovering, may generate some negative effect on the pace of economic growth,

affecting the retail sector as a whole. On the other hand, the reduction in interest rates and government incentives through

reduced taxes will help to balance this scenario.

It is expected that by the end of 2012, e-commerce will reach USD 12,6 billion, a nominal value 25% higher than in 2011. Only

in the first half, a period in which historically accounts for 45% of sales, USD 8 billion are expected.

Page 17: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved17

1.6 – 2012: End of the world? Not for e-commerce

The increase in the frequency of purchases combined with falling prices in e-commerce can influence the value of the average

ticket. It is estimated that in 2012, average spend will be USD 183, 2.7% lower value in relation to the previous year, when the

average stood at USD 189.

However, products with higher added value such as appliances, electronics and information equipment will retain high sales. In

addition to the facilities offered by stores that attract consumers, some of these categories already receive, or should receive,

tax incentives to maintain heated sales.

Categories with lower average tickets, such as "Fashion" and "Health, Beauty & Drugs," grew above the market average. This is

due to the maturing of the industry, and consumers who better understand online shopping and feel more comfortable in

performing this type of purchase over the Internet.

Revenue Growth – First halfs

(in billion)

USD 1,4

USD 2,1 USD 2,5

USD 3,7

USD 4,5

USD 5,6

2007 2008 2009 2010 2011 *2012

Source: e-bit Information

(www.ebitempresa.com.br)

* forecast

*Dollar 1,85

Page 18: Webshoppers 25th edition - english version

. Part 2

Support:

Copyright e-bit – All rights reserved18

PARTE II PART III PART IVPART I PART II

Balance of 2011 and

Forecast for 2012

Collective Purchasing Behavioral

Targeting

FIPE/Buscapé Index

Page 19: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved19

2.1 - Collective Purchasing: Overview of the market

The concept of "collective purchasing" (special offers; coupons) is not new in the e-commerce market. The industry came to

Brazil in 2010 and soon won over e-consumers with their offers and discounts. The culture of the coupon, so common in

countries like the United States, became part of everyday life for the Brazilian public.

In 2011, the number of consumers who adhere to this type of e-commerce reached 9.98 million. 20.5 millions requests were

made and the average ticket was USD 42,35. The sector achieved USD 864,8 million.

The trend for the next year is that the industry will increasingly professionalize, with larger players gaining share, while the

smaller players will be acquired or explore niches.

Revenues USD 865 million

Number of Coupons 20.5 million

Average Ticket R$ 42

Market balance of collective purchasing in 2011

Source: e-bit Information (www.ebitempresa.com.br)

period: 2011

*Dollar 1,85

Page 20: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved20

2.2 - An X-ray of the categories

“Collective purchasing" is already mature among the public. However, in a survey conducted by e-bit, it became evident that

despite having gained popularity, the industry still needs improvement.

In the evaluation of e-consumers, "Bars and Nightclubs" and "Food" are the categories with the highest satisfaction levels.

The category "Products" received the lowest score in relation to service. This is explained by the fact that often the partners

are small and are not prepared to meet the large volumes of inquiries, especially because of aggressive prices and delays

arising from the importation of products. Moreover, consumers are accustomed to the standard of care of the traditional e-

commerce stores, which offer shorter delivery methods. These deficiencies must be remedied as the sector is structured and

strengthened.

Best-Selling Categories

22%

21%

19%

9%

7%

5%

4%

2%

1%

11%

23%

8%

27%

6%

4%

2%

18%

2%

1%

9%

Health and Beauty

Food

Products

Fun and Entertainment

Services

Bars and Nightclubs

Hotels and Travel

Courses and Classes

Sports

Others

Coupons sold RevenueSource: e-bit Information (www.ebitempresa.com.br)

period: 2011

Page 21: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved21

2.3 - Profile of collective purchasing consumers

In volume of sales of coupons, the winning category was "Health and Beauty," which demonstrates the strong female presence

among consumers. In the second and third place was "Food" and "Products", respectively.

Profile

The collective purchasing public is overwhelmingly female. Women account for 64% of e-consumers, which can be explained by

the types of products and services offered by the segment and also by the strong presence of them in social networks. Overall,

the age group of those who purchase on these sites is 39 years. Furthermore, 56% are graduates and the average income of

these consumers is USD 2,172 per month.

Source: e-bit Information (www.ebitempresa.com.br)

Period: 2011 – Sample: 98.031

Gender

Source: e-bit Information(www.ebitempresa.com.br)Period: 2011 – Sample: 87.957

Household Income

Males

Females

Rather not say

More than USD 6.486

Between USD 4.324 andUSD 6.486

Between USD 2.702 andUSD 4.324

Between USD 1.621 andUSD 2.702

Between USD 540 andUSD 1.621

Less than USD 540

*Dollar 1,85

Page 22: Webshoppers 25th edition - english version

Average scores by categories: e-bit research and evaluation of the partner

2.4 – Evaluation of Collective Shopping sites

Support:

Copyright e-bit – All rights reserved22

Source: e-bit Information (www.ebitempresa.com.br)

period: 2011

Bars and nightclubs

Food

Fun and Entertainment

Beauty and Health

Services

Hotels and travel

Sports

Courses and Classes

Products

Others

Store Partner

Page 23: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved23

. Part 3

PART I PART II PART III PART IV

Balance of 2011 and

Forecast for 2012

Collective Purchasing Behavioral

Targeting

FIPE/Buscapé Index

Page 24: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved24

3.1 - The behavior of the e-consumer

Abandonment and recovery of virtual shopping cart

The evolution of e-commerce has come a long way since its beginning. Many changes occurred in operations, technology, and

especially in customer behavior. It seems as if every customer has a unique profile and a way to browse and do their shopping

spree.

Within e-commerce, behavioral targeting has an increasingly important role both in the purchase of media, which maps the

traffic, and behavior of the users, by monitoring their buying tendencies.

Today, due to market demand, there are tools that use artificial intelligence to allow interactions with the customer. A few

more advanced products can perform this tracking in real time and also recommend products with the highest propensity to

sell, all based on browsing history in the partner network. These tools can trace the history of stores visited and allow a

purchase, abandoned at check-out, to be recovered at rates that average 20%.

For the 25th edition of WebShoppers, eBehavior, a company focused on behavioral marketing in e-commerce, in partnership

with e-bit, made a specific survey for "Fans. This sponsored survey was conducted to demonstrate how the shops that have

behavioral targeting, exhibit a much higher conversion on sales than stores that do not invest in this type of solution.

Page 25: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved25

3.2 - The behavior of e-consumer

Analyzing the requests made between August 2011 and February 2012, for stores that use behavioral marketing, there was an

increase of 654% over the 1st period, while for general e-commerce the change was 353% (considering only the sale of fans).

The same analysis made for seasonal peak periods, like Christmas, the variation is even more impressive: in August of 2011

compared with December of 2011, the number reaches 853% while the market grew 219%.

0

200

400

600

800

1000

ago/11 set/11 out/11 nov/11 dez/11 jan/12 fev/12

Evolution between periods(sample 100 in Aug/11)

Buscas Pedidos Abandonos Pesquisas e-commerce

Source: e-bit- E-commerce researches (www.ebitempresa.com.br)

Source: eBehavior- Searches, requests and abandonments (www.ebehavior.com.br)

Searches Orders Dropouts E-commerce researches

Page 26: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved26

3.3 - The behavior of e-consumer

Latency of purchase

Trying to understand the behavior of e-consumer, e-bit conducted a survey of the time interval in which e-consumers are

looking for a product, until the moment of purchase. According to survey data, more than half of consumers that compared

prices for Appliances, Computers, Electronics and Telephony in Buscapé, or Bondfaro, buy up to one day after the search, and

approximately 75% buy within a week.

Regarding motivators that led consumers to undertake purchases, the survey indicated that, in general, buyers with lower

incomes are proportionately more motivated by: TV, ads and articles in newspapers and magazines, printed catalogs and a

consultant or representative of the store. In contrast, higher income are more motivated by price comparison engines, wedding

lists, portals and websites of the manufacturer.

Who compared prices, bought in how many days?

Source: Buscapé (www.buscape.com.br) and Bondfaro (www.bondfaro.com.br). Period: January/2012

General market Appliances Computers Eletronics Telephony

In 1 day In 7 days In 15 days In 30 days

Page 27: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved27

. Part 4

PART I PART II PART III PART IV

Balance of 2011 and

Forecast for 2012

Collective Purchasing Behavioral

Targeting

FIPE/Buscapé Index

Page 28: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved28

4.1 - FIPE/Buscapé Index

A decisive factor for consumers is the price of products. No wonder that price comparison engines have become strong allies of

consumers. Keeping this in view, the FIPE/Buscapé Index was launched. A report that provides a monthly snapshot of more than

1.3 million products in Brazilian e-commerce.

e-bit data indicate that between 2001 and 2011 e-commerce has grown an average of 43.5% per year. The index will further

contribute to monitor the change of prices of products in 10 categories and 151 subcategories that represent about 80% of

purchases made online.

Developed with the methodology of FIPE (Economic Research Institute Foundation) from a detailed analysis of data collected

from Buscapé, which has more than 50,000 stores listed, representing virtually all e-commerce, and e-bit, responsible for

collecting the assessment of consumers in more than 5.000 stores across Brazil, FIPE/Buscapé Index was created to serve the

interest of various stakeholders who, previously, had no access to detailed data on prices in online stores.

The deflation in one year of diversity of information ...

Analyzing the period of one year, February 2012 to February 2011, there was a deflation (-9.75%) in Brazilian e-commerce. This

number, moreover, was strongly opposed to price indexes to general consumers, such as the IPCA-IBGE, which increased by

6.15%, and the IPC-FIPE, which grew 5.30% over the same period.

Page 29: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved29

4.2 - FIPE/Buscapé Index

The FIPE/Buscapé Index also registered significant difference in the variations of asking price of different product groups. If we

analyze the differences between the variations in prices of various products, it s possible to observe a general falling of prices.

Of the 151 products surveyed, 126 (83% from total) fell 10.4%; only 25 had a slight increase average (2.5% in 12 months).

The segment with the largest drop was Telephony (-18.9%), influenced mainly by cell phones, which fell by 20%. The second

category with the greatest drop was Electronics (-17.9%), especially Televisions (-19%), Blu-ray (-24%) and GPS (-16%). The

category of Appliances was down (-5.7%) in asking price during the reported period.

The reduction in taxes in December 11 taxes for "refrigerators" (15% to 5%), "washers" (20% to 10%) and "cookers" (0 to 4%)

caused a marginal decline of prices (-6 2%) (-6.7%) and (-2.5%), respectively. Although the end of the exemption is scheduled

for March this year, impacted products showed the following increases in prices in the first two months of 2012: refrigerators

(1.6%), washers (2.1%) and ovens (0.6 %).

If we analyze the variation of prices only in the period September 2011 to February 2012 for some unique products that make

up the FIPE/Buscapé Index , we realize that there is huge variation in prices between competing products during the studied

period.

Page 30: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved30

4.3 – Chart: variation of categories (in reals –R$)

Page 31: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved31

. Credits / Main Clients

Page 32: Webshoppers 25th edition - english version

Support:

Copyright e-bit – All rights reserved32

. Credits / About Câmara-e.net

Câmara Brasileira de Comércio Eletrônico (Camara-e.net), founded in May 7, 2001, is the leading multi-sector body of

the Digital Economy in Brazil and Latin America. Its focus is on electronic business as a strategic factor in sustainable

economic development. Its mission is to empower individuals and organizations to promote and understand safe e-

business, through the dissemination of cutting-edge knowledge, and advocating consensus positions among public and

private, national and international organizations and policies. Among the main priorities of Camara-e.net is

formulating and proposing public policies, which promote the benefits of universal information and communication

technologies to regulatory and market authorities. The 100 members of the organization represent the leading

companies of the major sectors of the Brazilian economy and the world.

Go www.camara-e.net.