Due to the political and economic crisis Brazil is facing right now, sales in physical retail aren't doing well at all, and expectations are discouraging. In e-commerce, however, the story is different, with extremely positive numbers.
According to a report by consulting firm eMarketer, Brazilian e-commerce is expected to generate US$19.7 billion in 2015, up 17.3% from 2014, keeping its lead as the largest e-commerce market in Latin America.
Mexico ranks second and is expected to generate US$5.7 billion this year. Argentina comes in third, with sales of US$4.9 billion. All countries show average growth around 20%.
The growth in e-commerce sales is directly tied to the number of online consumers (users over 14 years old who have made at least one online purchase), which also rises every year. Brazil accounts for a third of all digital consumers in Latin America, totaling 37.3 million people, a 13.4% increase compared to 2014.
This growth is expected to continue at least until 2019, when we should reach 49.7 million online consumers and US$84.75 billion in sales across the entire region.
However, while Brazil leads in the number of new consumers in Latin America, it drops to second place in online consumer penetration, behind Argentina. It's only 35.6% of consumers, a very low percentage considering the number of internet users in the country. In short: a growth opportunity beyond any expectation.
The forecasts are encouraging and the opportunities keep growing. Companies need to be prepared to deal with these new consumers and, above all, to use the best channels as intelligently and shrewdly as possible, in order to sell more and more and, consequently, work around the crisis.
And your company, is it already prepared for this exciting scenario?
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