webshoppers 23ª edição - inglês

23rd edition

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Copyright e-bit – All rights reserved

Index

What’s WebShoppers........................................................................................................................................... 03

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

WebShoppers data: Methodology......................................................................................................................... 06

Executive summary.............................................................................................................................................. 08

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

Part I – 2010 balance …........................................................................................................................................ 10

2010: A year to remember!

The more people the better!

Selling and celebrating!

The best selling categories

Part II – Group buying and private shopping clubs.............................................................................................. 15

The boom of the group buying

How did you know?

Most remembered brands

Private Shopping clubs: Another virtual way

Part III – Women and C Class ............................................................................................................................... 21

Women in e-commerce

The C class in e-commerce

Part IV – Forecast for the first two quarters of 2011 .......................................................................................... 24

Still have a lot of things to happen!

Keep growing!

More people are coming!

About e-bit............................................................................................................................................................ 28

About camara-e.net.............................................................................................................................................. 30

Contact us......................................................................................................................................................... ....31

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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.

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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 10 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 3,500 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.

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 to make decisions based on accurate information in order to increase the volume of sales, conversions and profits. The data presented are collected from bitConsumidor surveys, at checkout of more than 3,500 Brazilian e-stores.

http://www.ebit.com.br/

http://www.ebitempresa.com.br/

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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 [email protected].

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. bitMailuses 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 insales 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.

mailto:[email protected]


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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 [email protected].

With this 23rd WebShoppers edition, e-bit expects to contribute for internet and e-commerce development in Brazil.

Enjoy your reading!

e-bit Team


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Dados WebShoppers: Metodologia

WebShoppers, in its 23rd edition, uses information originated from surveys performed by e-bit with more than 3,500virtual stores and its e-consumers panel.

bitConsumer Survey

Since January 2000 e-bit has collected over 10 million questionnaires answered after online purchase process through bitConsumer system.

It adds more than 200,000 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.

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Sumário Executivo

In the year 2010 R$ 14.8 billion have been billed in sales of consumer goods in the Brazilian e-commerce, which meant an increase of 40% overthe R$ 10.6 billion in 2009.

In 2010, the Brazilian e-commerce reached 23 million e-consumers who bought online once. During the year, 40 million unique purchases weremade.

The seasonal dates (Mother's Day, Valentine's Day, Father's Day, Children's Day and Christmas) represented approximately 30% of the totalonline sales of the year (R$ 4.5 billion).

The best-selling categories in 2010 were Appliances (14%), Books, Magazines and Newspapers Subscriptions (12%), Health, Cosmetics &Medication (12%), Computers (11%), and Electronic (7%).

The average spending in 2010 was R$ 373, a growth of 11% compared to 2009, when this number represented R$ 335.

In a survey conducted between 03/10 and 03/14, 61% of e-consumers said they know the concept of group buying.

Considering those e-consumers who have already bought, 82% plan to buy again an offer on group buying websites over the next three months.

37% of people who shopped at group buying websites were attracted by recommendation of friends and relatives. While 19% said that havereceived a promotional e-mail.

According to data collected in the survey, 54% of people are familiar with the model of private Shopping clubs. From these, 32% have alreadybought some product in this kind of service.

The number of women aged over 50 years buying online growth from 14% to 21% between 2005 and 2010, bringing maturity to the Brazilian e-shoppers.

The women average spending increased from R$ 240 in 2005 to R$ 314 in 2010. However, it remains significantly lower than the average ticketincurred by men: R$ 425.

For the first two quarters of 2011, the estimate for revenues is around R$ 8.8 billion. This number is bigger than the total revenue for the year of2008 (R$ 8.2 billion).

During the first six months of 2011, 4 million people will buy online for the first time, totaling 27 million Brazilian e-consumers who made at least

one purchase online.

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WebShoppers

PART I

Group Buying and Private Shopping ClubsPART II

PART III

PART IV

Women and C Class

Forecast for the first two quarters of 2011

Balance of 2010

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PART I

Balance of 2010

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Another year ends registering impressive results for electronic commerce in Brazil. Overcoming annual growth rates of 25% overthe last four years, in the year of 2010 the sales represented R$ 14.8 billion, a growth of 40% compared to the $ 10.6 billionrecorded in 2009.

Good results can be attributed to the increased on sales at specific times, like the World Cup. The event contributed effectively tothe increase in the sales of TVs, especially LCD sets.

The average spending was directly affected by this. The consumer preference in purchasing high price products, the averagespending on Internet in 2010 was R$ 373. In 2009, this number closed at R$ 335, an increase of 11%.

Revenues R$ 14.8 billion

Average Spending R$ 373

% of grow compared with 2009 40%

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

Balance of 2010

2010: A year to remember!

Balance of 2010

The entry of new players, consolidation of major retailers and an increase in the Brazilian population income, influenced on theconfidence of the industry and consumers, helping to boost the figures.

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Revenue growth(billions)

R$ 4.4

R$ 6.3 R$ 8.2

R$ 10.6

R$ 14.8

2006 2007 2008 2009 2010Source e-bit Informação (www.ebitempresa.com.br)

The more people the better!

The numbers of the Brazilian e-commerce do not stop growing. In 2010, it reached 23 million e-consumers who made at leastone online purchase online.

These consumers, in fact, account for another important index in the industry: More than 40 million unique purchases duringthe year. In 2009, 30 million of orders were placed via web.

7.0

9.5

13.2

17.6

23.0

2.5

3.7

4.4

5.4

2006 2007 2008 2009 2010

novos e-consumidores

Number of e-consummers(million)

Fonte: e-bit Informação (www.ebitempresa.com.br)

Balance of 2010

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Balance of 2010

Selling and celebrating!

For the Brazilian e-commerce, "celebration" is a frequent word. Responsible for much of the online sales, the seasonal dates(Mother's Day, Valentine's Day, Father's Day, Children's Day and Christmas) accounted for approximately R$ 4.5 billion of thetotal online sales of the year (R$ 14.8 billion).

As usual, Christmas was the most profitable period for the channel, contributing with R$ 2.2 billion in sales of consumer goods.This represents an increase of 40% over the same period in 2009, when the revenues for seasonal dates was R$ 1.6 billion. Inall, were ordered more than 6 million purchases at this period. The peak of the Christmas sales occurred on 12/14, when wereordered more than 224,000 unique purchases. In 2009, the peak occurred on 12/16, with more than 150,000 uniquepurchases.

Mother’s Day Valentine’s Day Father’s Day Children’s Day Christmas

Period04/25/2010 to05/09/2010

05/29/2010 to 6/12/2010

07/25/10 to 08/07/10

09/28/10 to 10/11/10

11/15/10 to 12/23/10

Revenue R$ 625 millions R$ 600 millions R$ 520 millions R$ 615 millions R$ 2.2 billion

Average Ticket R$ 380 R$ 400 R$ 363 R$ 364 R$ 370

% grow compared

to 200942% 52% 18% 36% 40%

Most sold category

Households

Appliances

15%

Health, Beauty &

Medication

12%

Informatics

13%Electronics

7%

Households

Appliances

12%

X-ray of Holidays Online Sales – 2010

Fonte: e-bit Informação (www.ebitempresa.com.br)

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Balance of 2010

Most sold categories

In 2010, the categories that stood out and ended the year as the favorites were Appliances (14%), Books, Magazines andNewspaper Subscriptions (12%), Health, Beauty and Medications (12 %), Computers (11%), and Electronics (7%).

Household Appliances 1º

Books, Subscriptions to Magazines and Newspapers 2º

Health, Beauty & Medications 3º

Informatics 4º

Household A 5º

Most sold categories in 2010

(in unique purchases)


The performance of Brazilian e-commerce can also be attributed by the consumer satisfaction with services offered by onlineshops. According to the data from e-bit / Internet Segura Customer Satisfaction Index, the approval was 86.62% during theyear. The level of excellence set for this index is 85%.

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PART II

Group Buyingand

Private Shopping Clubs

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The boom of the group buying

In 2010, the Brazilian e-commerce experienced an unprecedented phenomenon. Departing from USA, the websites of groupbuying arrived in Brazil and in a few months, have become a fever among consumers and investors. According to marketinformation, there are more than 1,200 websites of group buying (operating or starting up) offering coupons and discountsranging between 50% and 70%. Portals aggregators such as SaveMe were also news, fostering the industry.

Based on this increasing relevance, e-bit-developed for this WebShoppers edition, a special survey that allows you to mapprecisely as the group buying and private shopping clubs websites are positioned in the Brazilian market.

Group Buying and Private Shopping Clubs

In this survey, conducted between 03/10 and 03/14, it appears that 61% of respondents said they know the concept of groupbuying, when the business model, based on sites that offer deals for a particular product or service, activated by a minimumnumber of sales vouchers, is presented.

Considering people who said they know the concept, 49% said they had bought at least once on this kind of websites, while51% reported never have made any purchase.

Consumers who have already bought, 82% plan to buy again on a group buying website over the next three months. At thesame time, 58% of respondents who have not had this experience, want to buy their first coupon.

Group Buying

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Already

bought

49%

Never

bought

51%Yes

61%

No

39%

Sample: 4,536

Knows the concept?

61%

Sample: 2,778

Already bought? Intend to buy?

Yes

82%

No

18%

Sample: 1.366

Yes

58%

No

42%

Sample: 1,412



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How did you find the website?

According to information in the survey, 37% of people who shopped at private shopping clubs websites were attracted byrecommendation of friends and relatives. While 19% claimed to have received a promotional e-mail.

Recommendatio

n (friends,

relatives, etc.)37%

E-mail

promotions 19%

Others

44%

Sample: 1,359


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Most remembered brands

Although there are several websites offering group buying services, this market, like any other emerging one, inevitably movestoward consolidation. Thus, no wonder that some brands take more space than others, especially in this highly competitivesegment, where those who have a more structured operation are automatically ahead of the competitors.

According to reports collected by the survey, the "Top 3" most remembered brands are Groupon, Peixe Urbano and Clickon.

The study also revealed the customer satisfaction with the services of such websites. While 74% of respondents said they wereat least satisfied, 11% were dissatisfied with the sites of group buying.

Finally, the report showed, among other information, the average spending on this segment, the favorite categories and theanalysis that gives a complete overview of the websites of group buying, such as the top of mind brands.

Private Shopping clubs: Another virtual way

The e-commerce has been changed over the past years. Just before emerging group buying websites, the sector began to bepopulated by other models such as the Private Shopping Clubs. These clubs serve as a "Virtual Outlet"and offer, mostly clothingand accessories.

This kind of online sales was also included in the e-bit's survey during the period from 03/10 to 03/14.


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* For more details of the survey, please contact e-bit's commercial teamby e-mail [email protected]

According to data collected, 54% of people are familiar with this kind of sales. Of these, 32% have already bought someproduct. Among those who have purchased on private shopping clubs, 94% intend to buy again over the next three months.However, the most interesting is that 97% of those who never bought (68%) intend to purchase at some private shopping clubin the same period.

Among the best-selling categories include: Clothing & Accessories (30%), electronics (18%) and Computer Accessories (12%).

Most people discovered the private shopping club websites by recommendations from friends or relatives (26%). At the sametime, 22% said they found the websites on search engines like Google and Yahoo and 22% received an offer by e-mail, beforeactually, going to the site.

However, satisfaction with the Private Shopping Clubs isn't unanimity. Of the respondents, 66% said they were satisfied or verysatisfied with the services provided, while 21% thought the service was only fair. 12% reported dissatisfaction with the PrivateShopping Clubs.







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PART III

Womenand

C Class

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Women and C Class

Constantly striving to understand and trace the characteristics of virtual consumers, e-bit conducted a survey with two profilesin the industry: women and the low income people (C Class).

Women in e-commerce

According to survey data, women represent 49% of e-consumers audience, and of new buyers in 2010, 55% are women. Tohave an idea of growth, women represented 42% of e-commerce sales in 2005.

Considering the age of e-consumers, the report shows that women aged over 50 years went from 14% to 21% ofparticipation between 2005 and 2010, denoting a increasing maturity in virtual buyers profile.

The survey also revealed that women who buy over the Internet are more graduated than men. While 53% of women has atleast, university degree, 50% of men has the same level of education.

How much they earn?

If we analyze the income gap between e-consumers, we realized that, in the range of family income of up to R$ 3,000, are56% of women who made purchases in 2010, while in 2005 this same range accounted for 50 %.

The women average spending increased from R$ 240.00 in 2005 to R$ 314.00 in 2010. However, it remains significantly lowerthan the average spending of men: R$ 425.00 or 35% higher than women.

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E-bit considers as low-income families those who reported monthly income of up to R$ 3,000. This range of consumers hasnow 50% of market share.

If we analyze the frequency of consumer shopping on the Internet, the survey reveals that 31% of low-income users said theyhave made purchases in the past 6 months. Moreover, 6% made more than ten purchases during the same period.

The C Class in e-commerce

Even with lower buying frequency, lower-income consumers have an average spending identical to women: R$ 314. Despitetheir lower income, the offer of installment payments allow this consumer to buy products with higher added value, such asAppliances, Computers and Electronics.

How much they spend?

People from the Class C are younger than the rest of the market. In general, the average age of e-shoppers is 41 years old,while the average of low-income consumers is 37 years old.

Regarding education, in 2010, only 30% of consumers in class C had completed university degree, compared to 50% of allconsumers.

Age and education

Women and C Class

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PART IV

Forecast for the first twoquarters of 2011

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Still have a lot of things to happen!

The good performance in e-commerce won't stop in 2011, and will continue in a rocket like rise. The expectation is that with thefurther consolidation of the sector, combined with new tools that help consumers making a purchase, such as social networking,the Brazilian e-commerce sales will expand, although less than last year.

The forecast is a revenue of R$ 20 billion this year, a nominal growth of 30% over the year 2010 (R$ 14.8 billion).

If we analyze only the first six months of the year, the estimate is for a revenue of R$ 8.8 billion. This number represents 45%of web sales in 2011, and is greater than the total revenue in 2008 (R$ 8.2 billion).

R$ 2.6

R$ 3.8

R$ 4.8

R$ 6.7

R$ 8.8*

2007

2008

2009

2010

2011*

First two quarters revenue growth(R$ billion)

Source: e-bit Informação (www.ebitempresa.com.br)*forecast

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Keep growing!

Since the beginning of the Internet bubble in the late 90's, the sector has been undergoing changes in their characteristics.Some categories lost space over time and gave rise to new product segments.

To get an idea, until mid-2000, the most sold products were CDs, DVDs, and books.

The shopping behavior has changed a lot in relation to the beginning of the Internet because the consumer's confidence andmaturity achieved. Now we see e-consumers buying products that were once considered very difficult to be acquired online,such as clothing and accessories.

Today, this category occupies the 6th position in the ranking of best-selling categories in the industry, with approximately 5%of marketshare. Four years ago, it occupied the 26th place.

In the United States, this category is one of the three best sellers in e-commerce. The outlook for 2011 is that, like the NorthAmerican market, sales of Clothes and Accessories will increasingly take the attention of e-consumers.

The products standardization and diversity of players is still a need to boost sales in this category.

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9.5

13.2

17.6

23.0

27.0*

3.700

4.400

5.400

4.0*

2007

2008

2009

2010

2011*

New e-buyers

Number of e-consumidores (million)

Source: e-bit Informação (www.ebitempresa.com.br)*Forecast for first two quarters of 2011

More people are coming!

With each passing year, e-commerce, get more fans. Driven by the huge amount of information available on the web, and theadvantage of social networks and consumer's reviews, the gates for e-commerce are wide open for new e-shoppers.

E-bit estimates that during the first six months of 2011, 4 million people will buy online for the first time, totaling 27 millionBrazilian e-consumers who made at least one purchase online.

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About e-bit

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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


http://www.ebitempresa.com.br/

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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.

http://www.webshoppers.com.br/RedirCamara-e-net.asp?utm_source=webshoppers21&utm_medium=e-mail_publicacao-webshoppers&utm_campaign=camara-e-net_pag34







http://www.webshoppers.com.br/RedirCamara-e-net.asp?utm_source=webshoppers21&utm_medium=e-mail_publicacao-webshoppers&utm_campaign=camara-e-net_pag34-logo

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Contact

www.ebitempresa.com.br

Pedro GuastiGeneral Director

Alexandre UmbertiMarketing and Products Director

[email protected]+55 11 3047-4999

www.camara-e.net

Manuel MatosPresident

[email protected]+55 11 3231-0445

webshoppers 23ª edição - inglês

Technology

copyright e

track of e

brazilian estores

econsumers behavior

ebits initiative

ebits database

ebits institutional

ecommerce information