WebShoppers 20ª Edição - Inglês

Index
What’s WebShoppers ................................................................................................................................. 03
e-bit ........................................................................................................................................................... 04
WebShoppers data: Methodology .............................................................................................................. 06
Report Structure……................................................................................................................................... 08
Part I – 1st semester 2009 Balance…........................................................................................................ 09
The first 6 months
The success recipe
Global crisis and e-commerce
Most sold categories
Part II – Most admired Brands… …............................................................................................................. 14
e-bit – todos os direitos reservados
22
Copywrite e-bit – All rights reserved
2
Copyright e-bit – All rights reserved
2
Electronics sales on the Internet
Favorite TV brands
Computer sales on the Internet
Part III – Virtual Stores Decentralization…................................................................................................ 18
The small ones are growing
Part IV – Expectations for 2009 closure……………...................................................................................... 21
What’s coming up
About e-bit ................................................................................................................................................. 25
Contact ....................................................................................................................................................... 27

What’s WebShoppers
An e-bit 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.
33
3
3

e-bit
Present in 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.
Through a sophisticated data collecting system, e-bit daily generates detailed information about e-commerce,
considering online consumer own data after purchase closure in more than 1,800 Brazilian virtual stores.
e-bit has collected over 7.4 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.
44
4
4
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 1,800 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.
Electronic Commerce Information – The questionnaires, daily answered by consumers, regarding virtual stores
services quality supply e-bit database. By crossing data, e-bit emits reports that profile online consumers – gender, age,
income, educational level, habits – and also evaluate comparatively the virtual stores services, means of payment,
revenue, etc.

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 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 negocios@ebit.com.br.
Survey Panel – e-bit owns a panel of high qualified surveys respondents, basically formed by more than 900 thousand
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 high qualified public: e-bit associates base. It is mainly
composed of e-consumers, an adult public with high purchasing power and countless segmentation possibilities. bitMail
55
5
5
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).
Publicity on e-bit site – www.ebit.com.br website is used by virtual consumers as a reference site for their online
purchases, being monthly visited by more than 350 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 in sales
and brands publicity.

Web Shoppers Data: Methodology
E-consumers Retention Management – Receiving complains 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 which 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
negocios@ebit.com.br.
With this 20th WebShoppers edition, e-bit expects to contribute for internet and e-commerce development in Brazil.
Enjoy your reading!
e-bit team.
66
6
6

Web Shoppers Data: Methodology
WebShoppers, in its 20th edition, uses information originated from surveys performed by e-bit with more than 1,800
virtual stores and its e-consumers panel.
bitConsumer Survey
Since January 2000 e-bit has collected over 7.5 million questionnaires answered after online purchase process through
bitConsumer system.
It adds more than 120,000 new questionnaires to that amount every month.
e-bit data are collected from online purchasers, immediately after their shopping experience. BitConsumer allows
purchasers to evaluate not only the store and purchase experience, but also the post-sale service, the store service and the
possibility of returning to the virtual store.
77
7
7
These 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 means of payment, among other information.

Report Structure
PART I 1st semester 2009 balance
Most admired brandsPART II
88
8
8
PART III
PART IV
Virtual stores decentralization
Expectations for 2009 closure

PART I
99
9
9
1st semester 2009 balance

The first six months…
Half year has passed and e-commerce remains full steam ahead. In the first six months of the year, R$ 4.8 billion were
profited, what represents a 27% growth considering last year’s same period, when the income was R$ 3.8 billion.
These numbers show that e-commerce continues to grow and to conquer virtual consumers trust. Just to make it clear, more
than 15.2 million people have already had at least one purchase experience in the internet. In half of last year, they were
11.5 million e-consumers.
Another remarkable feature in the first semester of 2009 was the elevated price of the average ticket. Consumers who did
their virtual purchases spent around R$ 323 per purchase. All this can be explained by a larger number of sales of more
value-added products, such as household appliances and computer products. This category, as a matter of fact, is the 3rd
most sold on e-commerce.
1010
10
10
1st semester 2009 x-ray
Source: e-bit Information
(www.ebitempresa.com.br)
Nominal growth compared to 2008
Revenue R$ 4.8 billion 27%
Average ticket R$ 323 -----

Success recipe
But what makes e-commerce so popular among consumers? The trust that it brings to its public is certainly something to be
considered. According to a survey performed by e-bit with “Safe Internet Movement” (MIS = Movimento Internet Segura),
Brazilian Chamber of e-Commerce (camara-e .net), more than 86% of Brazilian consumers are satisfied with virtual
commerce.
This high index of reliability is a result of the credibility offered by e-commerce, which presents several payment conditions to
its consumer, who can pay the purchase in up to 12 interest free installments, and exemption of freight, what provides more
convenience. Another well-known facility in this sector is the possibility of not having to leave the house and deal with the
typical big cities problems.
And what about the economic crisis?
1111
11
11
The serious financial crisis that agitated the global economy since second semester of 2008 also caused effects in electronic
commerce. However, the crisis effects were less felt if compared to other economy segments. Despite the economic shake up,
e-commerce growing perspectives are very positive, since sector reliability is also being regained, especially in macroeconomic
scene, in spite of the salary fall and decrease of working positions caused by the crisis.
Other elements also contributed to e-commerce to keep strength in face of financial crisis. IPI (Industrialized Products Tax)
reduction on cars, construction, and mainly on household appliances is definitely one the them. To illustrate this point, after
IPI decrease notification, household appliances sales increased 50% in orders volume, comparing May to April. That indicates
the bigger attention consumers are paying to the opportunities offered by e-commerce.

Evolution of 1st semesters revenues
(in million Reais)
1212
12
12
Which are the favorite categories?
The effects that IPI drop on household appliances caused in e-commerce can be proved by numbers. According to an e-
bit survey, e-consumers bought more household appliances in 1st semester of 2009 than they did last year in the same
period. The category represented 9% of participation on Internet sales. In 2008, this share was 6%.
Books, Magazines & Newspapers subscriptions category maintains leadership, followed by Health, Beauty and Medications,
and Computer in third place. The fifth most sold category was Electronics, with 5% of the transactional volume total
amount.
Source: e-bit Information (www.ebitempresa.com.br)

Ranking of most sold products – 1st semester 2009
(in orders volume)
Books and Magazines & Newspapers
Subscriptions
1st
Health, Beauty and Medications 2nd
Computer, Software and accessories 3rd
1313
13
13
Household Appliances 4th
Electronics 5th

PART II
Most admired brands
1414
14
14
Most admired brands

Most admired brands
To think about e-commerce is to think about quality. Thus, it’s more than fair to virtual consumer to have the chance to
choose the best products available at the stores shelves.
Considering that, e-bit has prepared a chapter for Web Shoppers 20th edition about the brands most admired by e-
consumers, analyzing Electronics and Computer categories.
Concerning Electronics…
According to an e-bit survey (from January to June 2009), 34.5% of the transactional volume in Electronics category was
destined to LG. The brand is followed by Samsung in second and Philips in third place, in virtual consumers preference.
To illustrate, e-bit separated the product “TV” from Electronics category. The brands leader in sales were, again, LG,
Samsung and Philips. Semp Toshiba and AOC complete the “Top 5”. On the other hand, Sony occupied a place among the
1515
15
15
Samsung and Philips. Semp Toshiba and AOC complete the “Top 5”. On the other hand, Sony occupied a place among the
five best brands in financial volume. Orders volume was approximately 297 thousand TVs sold in six months, reaching a R$
297 million revenue.
Although it hasn’t appeared among the first places in orders ranking, Panasonic was the one with the highest average ticket
in electronics category. AOC is another brand that also showed a high average ticket.
What ‘s your favorite TV brand?
Considering e-consumers “Top of Mind” brands, LG was leader again, with 30% of the respondents claiming that it is the
first company that comes to their minds when they think of TVs. The period analyzed was from 01/01/2009 to 05/31/2009.

Most admired brands
Now, considering only flat screen TVs in the same period, LG, Philips and Sony share the first three positions in virtual
consumers “Top of Mind”.
Concerning Computer…
Computer category is one of the most sold in e-commerce, appearing, historically, among the first five in categories
ranking. To manufacturers, it’s an essential thing to be the favorite brand in this segment. In the period of January to
June of 2009, e-bit was able to list the brands with higher transactional volume in this category.
According to the survey, HP was leader among the most sold brands, followed by Samsung and LG. However, Dell was
number one in Notebooks transactional volume, while HP got the third position.
If, on the one hand, these are the leader brands in transactions quantity, on the other hand, financial volume is headed
1616
16
16
If, on the one hand, these are the leader brands in transactions quantity, on the other hand, financial volume is headed
by other brands. In this matter, CCE and Itautec appear in Top 3.
This category had 256 thousand orders of notebooks commercialized from January to June, what conduced to a revenue
of 274 million Reais.

Most admired brands
Electronics - TV Computer - Notebook
Number of orders 297 thousand 256 thousand
Revenue R$ 297 million R$ 274 million
Top 3 – Transactional volume
LG
Philips
Samsung
Dell
CCE
HP
LG CCE
TVs and Notebooks sales – 1st semester 2009
1717
17
17
Period: January to June 2009
Top 3 – Financial volume
LG
Samsung
Philips
CCE
HP
Itautec

PART III
1818
18
18

Competition’s heated up!
The first semester results were very positive for e-commerce. However, the responsibility for all this success is being
increasingly distributed. This is because small & medium and other major enterprises in this segment that recently opened
their online operations are getting more and more market share participation.
A comparative survey of the second quarter of 2009 with the same period in 2008, reveals that the ten biggest retailers in
the national market have lost 0.9 percentage points of market share, what won’t change even if they continue showing
strong growth in their individual results.
While the biggest retailers lose their share, we can notice a growth of 1.5 percentual points of the small and medium
retailers (“Long Tail”) market share, comparing the same period results.
1919
19
19
Source: e-bit Information and CVM – Comissão de Valores Mobiliários
(Securities and Exchange Commission of Brazil)
•Sales of consumer goods (B2C) except for cars and services
(entertainment tickets, tourism, airline tickets and online auction)
Market Share Difference
2nd quarter 2008 2nd quarter 2009 percentage points
Top1 40.3% 35.7% -4.6%
Top10 75.7% 74.9% -0.9%
Top20 85.6% 84.1% -1.5%
Top50 91.8% 90.4% -1.5%
Long Tail 8.2% 9.6% 1.5%

The evaluation of the market share semestral result, considering the 1st semester of 2009 in comparison with the 1st
semester of 2008, it shows that the top ten retailers lost 2.3 percentage points.
On the other hand, the "Long Tail", that includes small and medium retailers, gained 1.6% in market share during the first
semesters of 2008 and 2009, reaching 9.7% stake in the segment.
Source: e-bit Information and CVM –
Comissão de Valores Mobiliários
(Securities and Exchange Commission
of Brazil)
Market Share Difference
1st Sem2008 1st. Sem2009 Percentage points
Top1 41.5% 36.0% -5.5%
Top10 76.3% 74.1% -2.3%
Top20 85.6% 83.8% -1.8%
2020
20
20
of Brazil)
* Sales of consumer goods (B2C) except
for cars and services (entertainment
tickets, tourism, airline tickets and online
auction)
One of the reasons for this phenomenon is the fact that consumers are getting more informed every day and choose to
make a safe purchase, which is not a market leader unique characteristic. Other factor responsible for elevating this
decentralization process is the huge amount of available information about stores and products in web search engines, price
comparison websites and collaborative content (Web 2.0).
Specialized e-commerce tools and means of payment directed to this market also collaborate to reduce the barrier for new
stores entrance.
Despite the wider e-commerce distribution, consumer should not be deceived, believing in offers out of market reality.
Before purchasing any product, it is important to find out information about stores credibility and reputation.
Top50 91.9% 90.3% -1.6%
Long Tail 8.1% 9.7% 1.6%

PART IV
Expectations for
2121
21
21
Expectations for
2009 closure

What’s yet to come
Although consumers have the perception that Brazil was also affected by the economic crisis, the growth forecast on
internet shopping was slightly elevated as the effects of the crisis are being overcome and every day more people adopt
this habit, that has become a popular one in the B2C segment.
Thus, since the first six months of the year were positive for e-commerce, and R$ 4.8 billion were profited, the 2nd
semester of 2009 promises to be even better for virtual stores, raising 2009 growth expectations to 28% with estimated
revenue of 10.5 billion Reais.
It is expected that virtual stores reach R$ 5.7 billion in web sales (except for airline tickets, automobiles and online auction),
in the second semester of 2009 (from July to December).
Closure Expectation for 2009 Revenue
2222
22
22
Closure Expectation for 2009 Revenue
*2009 forecast

Those numbers can be expected due to a larger number of celebration dates, considered special ones for the retail sales,
in the period of June to December, such as Father’s Day (07/25 to 08/08), Children’s Day (09/27 to 10/11) and especially
Christmas (11/15 to 12/23), the hottest celebration date of the year.
Besides, if we consider that, historically, the first six months of the year correspond to 45% annual revenue, it is expected
for the 2nd semester to get the biggest “slice of the pizza” contributing with the remaining 55% of the “party”.
In 2008, having had a little more than 13 million adepts who have already tested e-commerce at least once, the segment
generated almost 25 million orders. For this year, with the 30% raise in e-consumer base and the expectation of closing
2009 with more than 17 million people who have already purchased on the internet, it is expected that this sector reaches
3 million more orders, that is, about 30 million orders in 12 months.
2323
23
23
Orders volume evolution
*2009 forecast

Average ticket evolution
Analyzing the average ticket (the average value of a purchase) practised in the 1st semester of the year, around R$ 323, it
is expected for 2009 closure that the value remains stable in R$ 327 with a preference for electronic products, computer
products, cell phones, household appliances and perfume which lead the ranking of most sold categories in the internet.
2424
24
24
*2009 forecast

About e-bit
2525
25
25
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).
Major Clients
About e-bit
Bradesco Carrefour Claro Club Med Compra FácilC&A
2626
26
26
Droga Raia Editora Abril Editora Globo e-Fácil Extra.com Fnac
Lâncome Le Postiche Livraria Cultura Lojas Colombo Lojas Renner Lumens
Magazine Luiza Mania Virtual MasterCard Passarela Pão de Açúcar
Ponto Frio Posthaus Sack´s Saraiva TAM
Toymania Troiano Ultrafarma Visa Vale VIVO Wal-Mart
C&A
McKinsey
Pepsico

Contact
www.ebitempresa.com.br
Pedro Guasti
negocios@ebit.com.br
2727
27
27
negocios@ebit.com.br
55 11 3047-4999

WebShoppers 20ª Edição - Inglês

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (8)

Similar a WebShoppers 20ª Edição - Inglês

Similar a WebShoppers 20ª Edição - Inglês (20)

Más de Romero Rodrigues

Más de Romero Rodrigues (20)

Último

Último (20)

WebShoppers 20ª Edição - Inglês