Professional Documents
Culture Documents
34 EDITION
TH
2016
www.ebit.com.br www.buscapecompany.com
TABLE OF CONTENTS
INTRODUCTION
• What is WebShoppers
03 • About Ebit
• Ebit Certification
• Methodology
• Tailored Reports
11
EXECUTIVE SUMMARY
CHAPTER 1
13 360º appraisal of the first half of 2016
CHAPTER 2
Online purchasing cycle
24
CHAPTER 3
The economic and political crisis
according to FecomercioSP
34
CHAPTER 4
FIPE/Buscapé Index
48
FINAL CONSIDERATIONS
• Main clients
• Glossary
54 • Communication support
• Press information
• Team/Contacts
INTRODUCTION
3
INTRODUCTION | WHAT IS WEBSHOPPERS / ABOUT EBIT TABLE OF CONTENTS
WEBSHOPPERS
WHAT IS WEBSHOPPERS
Performed by Ebit since 2001, WebShoppers
is the highest credibility report on Brazilian e-commerce
and it is considered the main reference for professionals in this segment.
ABOUT EBIT
P resent in the Brazilian market since January
2000, Ebit has been following the evolution
of online retail in our country since its begin-
tifies the quality of services provided by retail-
ers, consumers find arguments that help them
at the moment of decision.
ning, and it is a reference in this topic. Using a
sophisticated system that collects data directly For the executive, Ebit works as a source of
from the online buyer, Ebit generates detailed knowledge on e-commerce in Brazil, contri-
information on e-commerce. buting to the growth of business and of the
sector in general. Learn more on Ebit and its
On its website, Ebit ( www.ebit.com.br) pro- main products below.
vides relevant information for purchase deci-
sion-making processes, and it offers products This edition of the WebShoppers report uses
and services to retailers. Ebit's store certifi- information deriving from the research carried
cation helps consumers build trust in online out by Ebit with over 21,000 online stores already
purchases. Through a classification by medals certified and with its consumer panel, as well as
(Diamond, Gold, Silver, and Bronze), which cer- from ad hoc research and external information.
4
INTRODUCTION | EBIT CERTIFICATION / BENEFITS FOR CONSUMERS / METHODOLOGY TABLE OF CONTENTS
EBIT METHODOLOGY
CERTIFICATION 1. THE CONSUMER VIEWS THE EBIT BANNER
0976 8765 6543 7098
ON THE PURCHASE CONFIRMATION
SCREEN, WHICH WILL LEAD THEM
09 7 1
5
INTRODUCTION | TAILORED REPORTS TABLE OF CONTENTS
TAILORED REPORTS
T he questionnaires, answered on a daily
basis by consumers, feed Ebit's databa-
se, and by cross checking this information, the
The reports offered by Ebit to retailers
comply with operational, tactical, and strate-
gic objectives, and engagement varies accor-
company has valuable reports which outli- ding to business needs. The Categories* defi-
ne consumer profile and also comparatively ne the areas recommended for each report.
analyze the services provided by online stores,
regarding points such as delivery, product pri- *Categories: commercial, executive, management, business
intelligence, logistics, marketing, products, customer service.
ce, means of payment, NPS®, among others.
GENERAL OBJECTIVE
Business intelligence
OPERATIONAL OBJECTIVE
Comparative study between the market and its competing market, along an
1
evolution over the last 12 months. With information on e-consumer profile, purchase
frequency, purchase and delivery aspects, average ticket, NPS®, among others. MONTHLY
Commercial Marketing
6
INTRODUCTION | TAILORED REPORTS TABLE OF CONTENTS
TACTICAL OBJECTIVE
Commercial Marketing
Dashboard to follow and compare your store's sales vs. general market
on an hourly basis, with e-commerce sales information, number of orders,
average ticket, and share per device (e-commerce x m-commerce). Particularly
REAL TIME
for seasonal events such as Black Friday, Mother's Day, Valentine's Day etc.
Commercial Marketing
Detailed sales database of the online store compared to the general market (without
the store). The following information is shown: category, subcategory, order volume, 1
financial volume, shipping value, gender, region, type of device (desktop, mobile),
MONTHLY
new buyer, income range, reason for purchase, and type of shipping (paid or not).
Commercial Marketing
Commercial
Commercial
Information on the products that generated more visits to the stores present 1
on Buscapé, predicting the purchase intention of consumers.
MONTHLY
7
INTRODUCTION | TAILORED REPORTS TABLE OF CONTENTS
Customer service
COMMENTS BY CONSUMERS
Customer service
Comments made by consumers in the research shall be daily sent in Excel format,
containing several pieces of information such as complaints, compliments, or
suggestions, probability of purchasing again on that store and order number. DAILY
Management
8
INTRODUCTION | TAILORED REPORTS TABLE OF CONTENTS
STRATEGIC OBJECTIVE
Marketing
Commercial Marketing
Full report focused on shipping, which shows its impact on sales and other
variables, compared to the market. Distribution of shipping value by price 1
ranges, average promised deadline in business days for each shipping range,
MONTHLY
average ticket by installments etc.
Commercial Marketing
9
INTRODUCTION | TAILORED REPORTS TABLE OF CONTENTS
Commercial Marketing
Executives
TAILORED REPORTS
Is any data or information which you
need and not listed here?
We can tailor it for you.
Contact comercial@ebit.com.br
and let's talk about it!
10
INTRODUCTION | EXECUTIVE SUMMARY TABLE OF CONTENTS
EXECUTIVE SUMMARY
T the current economic and
political moment in Bra-
zil has posed several obsta-
increased substantially, espe-
cially in 2015, thus generating
several obstacles and a lack of
ges in the Government. The
last two months of the first
half of 2016 signaled a react-
cles to the growth trajectory optimism by retail consumers ion regarding sales recovery,
observed over the last years, in the country. which caused e-commerce
with clear impacts on the pro- market to reach a nominal
ductive activity and on em- Following this unfavorable growth of 5.2% in the period,
ployment levels throughout scenario, Brazilian e-commer- with R$ 19.6 billion in sales.
national territory. After the ce did not show any growth
adoption of a comprehensive in the first months of the year, The main e-commerce high-
tax policy between 2009 and when it started to show some lights of the first half of the year
2014, Brazilian public deficit reaction after a few chan- are outlined on the next page.
11
INTRODUCTION | EXECUTIVE SUMMARY TABLE OF CONTENTS
E-COMMERCE
IN SÃO PAULO
AVERAGE TICKET
The actual e-commerce sales in
Driven by the increased the State of São Paulo reached
prices registered by FIPE/Buscapé R$ 3.6 billion in the first quarter
Index, the average ticket spent of 2016, which represents a 7.4%
by Brazilian consumers in drop compared to the R$ 3.9 billion
e-commerce was R$ 403.46 recorded in the same period in 2015.
which represents a nominal
growth of 7% compared
to the first half of 2015.
12
CHAPTER 1
360º APPRAISAL
OF THE FIRST
HALF OF 2016
13
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
360º APPRAISAL OF
THE FIRST HALF OF 2016
AMIDST A TROUBLED POLITICAL AND ECONOMIC MOMENT IN BRAZIL,
E-COMMERCE IN THE FIRST HALF OF THE YEAR WAS MARKED BY THE FACT THAT
MANY COMPANIES IN THE SECTOR HAD TO RETHINK THEIR STRATEGIES AND
REVIEW THEIR EXPENSES IN SEARCH FOR SURVIVAL AND GROWTH
I
n addition to the challenges of the macro- the “Good Law”, which ensured a zero PIS/Cofins
economic moment of the country, online re- aliquot for computing and telecom products (In
tail was affected in the first half of 2016 by summary increasing taxes).
increased product prices, as registered by the
FIPE/Buscapé Index (chapter IV), changes in the In this scenario, the solution for companies
ICMS billing model, and also by the downfall if in the sector was to improve online consumer
14
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
POPULARIZATION OF SMARTPHONES IN
BRAZIL, ALONG WITH THE NEED TO IMPROVE
18.8% 81.2%
CONVERSION TO VISITS VIA MOBILE DEVICE HAS
FORCED COMPANIES TO OFFER A BETTER USER
EXPERIENCE ON RESPONSIVE WEBSITES AND APPS, of transactions of transactions
were performed via were performed via
THUS DIRECTLY REFLECTING THE GROWTH IN mobile devices computers/laptops
SHARE OF M-COMMERCE SALES.
SOURCE: EBIT INFORMATION
states Pedro Guasti, CEO of Ebit
25
VAR.
31% 23.1
18.9 IN BRAZIL,
20
17.6 23.1 MILLION
14.1
CONSUMERS
CONSUMERS
(MILLION)
15
PERFORMED
AT LEAST ONE
ONLINE SALE
10
IN THE FIRST HALF
OF 2016,
5 THUS ACCOUNTING
FOR A 31%
INCREASE COMPARED
1ST HALF OF 2013 2014 2015 2016
TO 2015
SOURCE: EBIT INFORMATION – NUMBER OF ACTIVE CONSUMERS, 1ST HALF OF 2016
15
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
51.87% 48.13%
WERE 828,655 MORE
1S/2016 WOMEN THAN MEN
1S/2015 1S/2016
LESS THAN
R$ 3,000 40,35% 34,70%
1S/
2015 8% 22% 37% 33% 43.1 BETWEEN
R$ 3,001
21,99% 21,97%
8% 23% 37% 32% 42.8
1S/ AND
2016 R$ 5,000
2.6%
E-COMMERCE BY 11%, BOOSTED BY A WEAKER CLASS C
NORTH 2.8% SALES IN E-COMMERCE PURCHASES
16
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
60%
50.3 49.0 48.5
50% 46.1
43.5
40.9 41.6
40%
39.4 40.2 41.1
37.7 38.6 38.5 37.5
30%
20%
20.8
16.3 17.9
10% 14.5
12.0 12.4 13.0
Online stores are still reducing their free unemployment and additional discounts for
shipping policy and e-consumers started to payments in one installment. In the first semes-
choose cash payment or payment in up to three ter of 2016, 42% of online purchases were per-
installments, due to high interest rates, risk of formed with free shipping.
E-COMMERCE IS
FREE SHIPPING
MATURING AND FREE
SHIPPING NO LONGER
50% NEEDS TO BE USED AS
43 44
40 40 40
42 THE ONLY STRATEGY
40% 43 43 TO STIMULATE
PURCHASES.
30% 33 FROM NOW ON,
27 FREIGHT SHALL
26
20% SINCE JULY/2014 BE DYNAMICALLY
E-COMMERCE HAS DECREASED 19
THE PERCENTAGE OF OFFERED TO
10% FREE SHIPPING, MOSTLY CONSUMERS
BIG RETAILERS. ACCORDING TO THEIR
1Q/15 2Q/15 3Q/15 4Q/15 1Q/16 2Q/16 NEED OR URGENCY.
TOP 10 GENERAL MARKET
highlights André Ricardo Dias,
SOURCE: EBIT INFORMATION
COO of Ebit
17
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
4-12 INSTALLMENTS
CASH 2-3 INSTALLMENTS
OR MORE
HIGHLIGHTS
1S/
2015 39.6% 24.6% 35.8%
As SELIC rate
and inflation
remain high, stores
INSTALLMENTS:
2.5 2.4
IN 2016, ONLINE
installments installments Websites have limited
CONSUMERS payments to a maximum
HAVE CHOSEN TO of ten installments.
PURCHASE LESS WITH 1S/2015 1S/2016
INSTALLMENTS. SOURCE: EBIT INFORMATION
SOURCE: EBIT INFORMATION
With the worsening crisis, the first half cash payment. On the other hand, in the first
of 2016 registered a slight change in the pay- six months of 2016, 42% have decided to pay
ment forms on online purchase: in the same their purchases in only one installment, also
period of 2015, 39.6% of consumers preferred benefiting from discounts offered by stores.
18
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
FINANCIAL DATA:
ORDERS, SALES, AND AVERAGE TICKET
E -commerce sales in Bra-
zil in 2016 kept rising
and started to grow again.
lected, e-commerce sales
were R$ 19.6 billion in the
first half of the year. This
nal growth of 5.2% com-
pared to the same period in
2015, when a total of R$ 18.6
According to the datacol- number represents a nomi- billion were sold.
15 60%
AND MORE BRAZILIANS
12.7
WILL UNDERSTAND THAT 50%
10.2
PERFORMING A MORE 10 40%
8.4 31.1%
CONSCIOUS PURCHASE 25.9% 30%
IS POSSIBLE OVER THE
5 27.5% 16.0% 20%
INTERNET, AS WELL AS 13.5%
SAVING WITH AN EASIER 5.2% 10%
PRICE COMPARISON.
1S/11 1S/12 1S/13 1S/14 1S/15 1S/16
FINANCIAL VARIATION
explains Sandoval Martins,
SOURCE: EBIT INFORMATION
CEO of Buscapé Company
19
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
THE MAIN
450 50%
FACTORS DRIVING 403.5
GROWTH IN 400 376.6 40%
353.4
E-COMMERCE 350 334.1 333.4
30%
309.5
SALES WERE 300
INCREASED 250
13%
20%
R$
CATEGORIES WITH
HIGHER VALUE
1S/11 1S/12 1S/13 1S/14 1S/15 1S/16
We registered a 7% in-
1S/11 1S/12 1S/13 1S/14 1S/15 1S/16
crease in the average ticket
TRANSACTIONAL VARIATION
of online consumers in the
SOURCE: EBIT INFORMATION
first half of 2016.
20
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
HIGHLIGHTS
9% 6% 5% 4% 2%
HOUSE COMPUTING ELECTRONIC SPORTS TOYS &
& DECOR DEVICES & LEISURE GAMES
The category
Automotive Accessories
reached 3% of share in
Brazilian e-commerce
5% 5% 4% 3% 3% sales, with a 75% increase
compared to the
FASHION & HEALTH / BOOKS / SPORTS AUTOMOTIVE
ACCESSORIES COSMETICS SUBSCRIPTIONS / & LEISURE ACCESSORIES previous year.
& PERFUMERY BOOKLETS
21
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
1S/2015 1S/2016
However, we identified that the average
SOURCE: EBIT INFORMATION
deadline advertised by the stores increased in
the first half of 2016, compared to the same
period last year, to ensure delivery within the ber on, there was a considerable drop in NPS®,
promised deadline. to 59.7% with increased delayed deliveries in
e-commerce due to the large volume of sales
Net Promoter Score® (NPS®), trademark of of Black Friday.
Bain & Company, is an indicator that measures
client satisfaction and loyalty. From January 2016 onwards, the indica-
tor showed improvement, although it still
Since 2013, when Ebit started to perform remained 1.9 percentage point lower than
this measurement, the best result was in July what was registered in July 2015 when clos-
2015, with 66.3%, showing stability over the ing the period comprising the last 12 months
subsequent months. However, from Decem- (in June 2016).
JUL15 AUG15 SEPT15 OCT15 NOV15 DEC15 JAN16 FEB16 MAR16 APR16 MAY16 JUN16
SOURCE: EBIT INFORMATION
JUL15 AUG15 SEPT15 OCT15 NOV15 DEC15 JAN16 FEB16 MAR16 APR16 MAY16 JUN16
SOURCE: EBIT INFORMATION
22
CHAPTER 1 | 360º APPRAISAL OF THE FIRST HALF OF 2016 TABLE OF CONTENTS
50 120%
44.6
growth in e-commerce sa- 41.3 100%
R$ BILLION 40
35.8
les will remain at 8% in 80%
30 28.8
2016, reaching a total of 22.5 60%
18.7
44.6 billion in sales. 20
26% 28% 24% 40%
20% 15%
10 8% 20%
Although sales in the first 0%
2011 2012 2013 2014 2015 2016
half of 2016 have shown a
2% drop in volume of orders, FINANCIAL VARIATION
80 80%
Christmas, the sector shall 66.7
60 53.7 60%
have a slight recovery. Thus, 34% 32%
40 25% 40%
by the end of the year, the 17%
20 3% 20%
0%
total volume of orders might 0%
2011 2012 2013 2014 2015 2016
reach 106.5 million, a num-
ber close to the one shown ORDERS VARIATION
250
value of R$ 418 this year. -3% -3%
-6% 0%
150
-10%
50
23
CHAPTER 2
ONLINE
PURCHASING
CYCLE
24
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
1 IDENTIFY A
DESIRE, NEED,
1 OR PROBLEM
4 PURCHASE
THE PRODUCT
4 3 5 APPRAISAL
25
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
factors. After making their used to having smartphones estimates that approxima-
decision, having weighed for personal and professional tely 3.98 million smart-
up all benefits as well use several times a day, this phones were sold in the
as negative points, con- category reached the sec- Brazilian e-commerce. This
sumers decide to buy the ond position in e-commerce high sales volume makes
product with the best sales in Brazil, with an aver- Brazil a large market for
cost-benefit ratio. age price of R$ 867 in the manufacturers and Telecom
first half of 2016. In the first operators, whose mission is
In this scenario, the six months of 2016 alone, Ebit to broaden the installed 3G
question posed by many and 4G base over the next
companies in the sector is: years. By crossing check-
"What is the process and ing information obtained by
time to purchase a product PNAD survey with data from
in different categories by Teleco/Anatel, Ebit estimates
e-commerce websites?" there are approximately
100 million users who have
We know that the cate- some type of mobile phone
gory Telephony and Mobile with Internet connection.
phones has been gaining rel-
evance with online practices An article in portal Ex-
over the last years, with in- ame.com in 2015 estimat-
creasing share in the nation- ed that Brazilians like to ex-
al e-commerce market. In change mobile phones, on
THE INTERNET
2013, this category occupied average, every year and one
HAS SIGNIFICANTLY
the sixth position in volume month, thus generating a po-
CHANGED THE
of orders, with a 6% share of tential market/year of 100
WAY HOW
sales; in 2014, it rose to the million new devices in Brazil.
PEOPE ACQUIRE
fourth position with 8% of
A PRODUCT OR SERVICE
share in online purchases. In The increasing use of
AS THE RULE IS
2015, the category rose again, smartphones and mobile
NO LONGER HOW
reaching the third position in phones has been largely de-
TO FIND YOUR CLIENTS
the ranking of most sold cate- bated and displayed in the
BUT HOW TO BE FOUND
gories in the Brazilian e-com- last Ebit Webshoppers re-
BY THEM IN A NON-
merce, with a total of 11% of ports. The share of online
INVASIVE MANNER AND
sales in volume of orders. purchases via mobile devices,
WITH CREDIBILITY.
which was practically non-exis-
Having increasingly be- says André Ricardo Dias, tent in June 2011 (0.3%), has risen
come an object of desire and COO of Ebit to 23% in five years, a 6,300%
a need for Brazilians, who growth over the period.
26
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
27
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
28
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
29
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
PURCHASING BEHAVIOR:
MOBILE PHONE/SMARTPHONE
T he higher the added value of the
acquired product, the higher the need
for researching and searching for the best
ne/smartphone, 57% chose price as the main
decision factor, while 50% chose quality, 23%
chose free shipping, and 22% chose product
cost-benefit ratio, mainly when the product brand as the most important aspect.
belongs to a category that will be part of
the consumer's daily life, which is practi- Therefore, choosing a product might take
cally 24 hours connected a day. longer than people think. The survey indica-
ted that only 15% of consumers immediately
Only 3% of consumers said they did not chose the purchased item, while for 42%, it
research product prices, whereas 53% search- took up to a week to choose the ideal item,
ed for this piece of information only over and over two weeks for another 42%.
the Internet, and 37% used both digital
media and physical stores for that purpose.
The use of mobile devices positively helps
BUSCAPÉ’S APP IS PART OF
with this challenge. One of the leaders in
CONSUMER BEHAVIOR HABITS, AS IT
launching apps was Buscapé, with over
MAKES THIS ROUTINE MORE PRACTICAL
8 million downloads, which represents an
AND PROVIDES A DIFFERENTIAL
extreme change in the behavior of consumers,
EXPERIENCE ANYWHERE CONSUMERS
who usually use this resource over the weekend
GO BY TURNING THE COMPARISON OF
at shopping centers and street stores.
PRICES AND PRODUCTS ON THE BEST
E-COMMERCE STORES IN BRAZIL
Through another question, we under-
A SIMPLE PROCESS.
stood the relevance of the main attributes
that directly influence the purchase-decision says Fábio Sakae,
making process. When buying a mobile pho- Marketing Director of Buscapé
30
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
When you think of buying a new product, what are the main features you consider the most?
PRICE
60%
QUALITY
57%
50%
50%
40%
FREE
30% SHIPPING BRAND
PAYMENT
CONDITION
20% 23% 22% DELIVERY ADDED
DEADLINE VALUE
17% INNOVATION IMMEDIATE
DELIVERY
10%
10% 10%
0%
6% 5%
SOURCE: EBIT INFORMATION BASE: 2,024 PERIOD: JUNE 03 TO JULY 11/2016
Before performing this purchase, did you On average, how long did it take for
research prices at stores or over the Internet? you to decide to buy the product?
3% 53% UP TO 1 WEEK 42
I DIDN’T I RESEARCHED
RESEARCH ON THE 1 MONTH 18
INTERNET
2 WEEKS 15
7% 37%
TO DECIDE TO BUY THE
IMMEDIATELY 11 MOBILE PHONE/
I RESEARCHED I RESEARCHED SMARTPHONE
AT PHYSICAL
STORES
AT PHYSICAL I DON'T KNOW / 2
STORES AND DON'T REMEMBER
ON THE INTERNET 0% 10% 20% 30% 40% 50%
31
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
PURCHASING FREQUENCY OF
MOBILE PHONE/SMARTPHONE
T he study also point-
ed out the purchasing
frequency of this product
are frequently launched,
and also due to “early
adopters" and fanatics,
THE GREAT MAJORITY
ANSWERED THAT
by consumers on online who always acquire newly- THEY BOUGHT THEIR
stores in Brazil. We see launched products. The MOBILE DEVICES
that 6% purchase this item great majority answered
ANNUALLY (34%)
every six months, which is that they bought their mo-
typical of technological cat- bile devices annually (34%) OR EVERY
egories, as new products or every two years (31%). TWO YEARS (31%)
34%
31%
30%
20%
10%
10%
6% 6%
3% 4% 3% 2% 1% 1%
0%
EVERY EVERY EVERY EVERY EVERY EVERY EVERY EVERY EVERY MORE FIRST
MONTH THREE SIX YEAR 2 YEARS 3 YEARS 4 YEARS 5 YEARS 6 YEARS THAN TIME I
MONTHS MONTHS 6 YEARS BOUGHT
32
CHAPTER 2 | ONLINE PURCHASING CYCLE TABLE OF CONTENTS
Did you research another brand before purchasing? If so, did you by the more inexpensive or the more expensive brand?
SAMSUNG 46 38 11 4
MOTOROLA 47 31 16 6
LG 55 23 18 5
APPLE 16 63 20 2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I BOUGHT THE MORE INEXPENSIVE BRAND I DIDN'T RESEARCH ANOTHER BRAND I BOUGHT THE MOST EXPENSIVE BRAND DON'T KNOW / I DON'T REMEMBER
*IN QUESTIONS THAT USE SELECTION BOXES, THE TOTAL NUMBER OF ANSWERS MIGHT BE HIGHER THAN THE NUMBERS OF
INTERVIEWEES. THIS MIGHT CAUSE THE TOTAL PERCENTAGES OF THE ANSWER TO EXCEED 100%.
33
CHAPTER 3
THE ECONOMIC
AND POLITICAL
CRISIS,
according to FecomercioSP
34
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
B
razil is probably experiencing the great- projections by the Federation of Goods, Services,
est crisis of its history. GDP (Gross Domes- and Tourism of the State of São Paulo – Fecomer-
tic Product) shall decrease approximately cioSP. Consequently, unemployment rate has
3.5% in 2016, after having registered a 3.8% drop exceeded 11%. Over 100 thousand formal job
last year. It will be the first time since the 1930's vacancies have been eliminated per month in
that the Brazilian economy registers a retraction our country. In the trade in goods and services
for two consecutive years. The per capita income of the State of São Paulo, over 260 thousand job
shall drop for the third consecutive year and re- positions have already been extinguished in one
tail sales in São Paulo, which dropped 3% in 2014 year, according to the survey conducted by the
and 6% in 2015, shall remain unchanged in 2016 federation based on data of the General Regis-
in an optimistic scenario, according to data and try of Employed and Unemployed – CAGED.
35
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
It is difficult to pinpoint the exact begin- actions have made investors lose confidence.
ning of a crisis, which typically results of a Despite the decrease in revenue deriving from
combination of factors; however, the fact is a weaker economic activity, the Government
that incorrect interventions performed by continued to expand costs, which resulted in
the Government from 2012 on have under- deficit in government accounts in 2014 and
mined key sectors such as the energy sec- 2015. The country ended up having its invest-
tor, while subsidies to specific groups have ment grade lowered by the main international
resulted in market concentration and inef- risk assessment agencies.
ficiency. Structural problems, such as in-
creased Social Security expenses, have been While the crisis worsened, the Govern-
left aside throughout the last decade, some- ment didn't seem confident in the diagnosis
what overcast by a favorable international shown by the main Brazilian executives and
scenario for Brazil. economists, and did not submit proposals or
show any ability for political articulation to
However, the international situation overcome the problem. Thus, it lost popula-
has changed. Misguided governmental tion and Congress support.
36
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
475
500
525
550
575
600
625
650
650
37
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
E-COMMERCE IN
SÃO PAULO
(FECOMERCIOSP/EBIT SURVEY)
38
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
HIGHLIGHTS OF
THE 1ST QUARTER OF 2016
A ctual e-commerce sales
in the State of São Pau-
lo reached R$ 3.6 billion in
interests, the lowest cred-
it offer for consumption, in-
creased unemployment, and
fore, e-commerce share in
retail sales in SãoPaulo,
which was 2.9% in the first
the first half of 2016, which consumers' unwillingness to quarter of 2013, 3.6% in the
represents a 7.4% fall compared take out loans. first quarter of 2014, and
to the R$ 3.9 billion registered 3.6% in the first quarter of
in the same period of 2015. While e-commerce in São 2015, dropped to 3.3% in the
Paulo registered a 7.4% fall in first quarter of this year.
In the first quarter of actual sales in the first quar-
2015, e-commerce sales in ter of this year, retail in the In other words, techno-
São Paulo had registered State of São Paulo (which logical advances and chang-
an increase of only 0.9%, includes physical and online es in consumer habits were
after an expressive growth stores) showed a smaller de- capable of minimizing the
of 27.5% observed between crease, of 1.7%. When the sec- effects of the crisis on this
2013 and 2014. Similar to re- tors Vehicle Dealerships, Car sector, which had been
tail in São Paulo as a whole, Parts & Accessories, and Con- growing at a two-figure rate
e-commerce has also suf- struction Materials are con- since 2014. The retraction of
fered with the high inflation, sidered, the (restricted) retail e-commerce sales can also
which undermines consumers' result over the period be- be explained by the fact that
purchasing power, high comes positive, 0.9%. There- many of the activities that
39
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
Monthly performances
ACTUAL AVERAGE TICKET IN E-COMMERCE for actual sales in São Pau-
OF THE STATE OF SÃO PAULO (R$¹)
lo compared to the same
months of 2015 were: -11.2%
400.00 in January, -5.5% in February,
378.50 -0.2% 377.66
and finally, -4.6% in March.
375.00
361.44 10% Therefore, in the first quar-
-4.8%
350.00 344.24 ter of the year, we observed
a 7.4% accumulated retrac-
325.00
tion compared to the three
first months of 2015. Actual
1Q13 1Q14 1Q15 1Q16
fall in e-commerce sales
¹ ACCORDING TO PRICES IN MARCH 2016. SOURCE: FECOMERCIOSP, EBIT
thus continues to accelerate
40
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
5.2
4.8
5%
4.1
4% 3.5%
3.3%
2.8%
3%
2%
1%
0%
2013 2014 2015 2016
MAY
MAY
MAY
SEPT
OCT
SEPT
OCT
SEPT
OCT
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
¹ WITH THE AIM OF CREATING AN INDICATOR SIMILAR TO THE NATIONAL ONE ESTIMATED BY EBIT FOR THE CALCULATION OF SHARE IN RETAIL,
THE ACTIVITIES OF VEHICLE DEALERS, CAR PARTS &ACCESSORIES AND CONSTRUCTION MATERIALS WERE NOT CONSIDERED. SOURCE: FECOMERCIOSP, SEFAZ, EBIT
41
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
42
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
REAL E-COMMERCE SALES IN REGIONS OF THE STATE OF SÃO PAULO (R$¹): 1Q16 X 1Q15
OSASCO 1.8
ABCD 0.4
JUNDIAÍ -1.3
CAMPINAS -2.7
SOROCABA -4.1
TAUBATÉ -4.5
CAPITAL -5.8
ESTADO DE SÃO PAULO -7.4
GUARULHOS -10.4
ARARAQUARA -11.4
MARÍLIA -13.3
ARAÇATUBA -15.6
LITORAL -17.0
RIBEIRÃO PRETO -19.3
SÃO JOSÉ DO RIO PRETO -19.4
BAURU -21.6
PRESIDENTE PRUDENTE -30.4
REAL E-COMMERCE SALES IN REGIONS OF THE STATE OF SÃO PAULO (R$ MILLION¹): 1Q16
CAPITAL 1,312
CAMPINAS 333
ABCD 260
OSASCO 257
TAUBATÉ 197
GUARULHOS 185
JUNDIAÍ 174
LITORAL 156
RIBEIRÃO PRETO 154
SOROCABA 140
ARARAQUARA 94
BAURU 92
SÃO JOSÉ DO RIO PRETO 79
MARÍLIA 71
ARAÇATUBA 50
PRESIDENTE PRUDENTE 44
43
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
AVERAGE TICKET OF E-COMMERCE IN REGIONS OF THE STATE OF SÃO PAULO (R$¹): 1Q16
MARÍLIA 472.97
TAUBATÉ 470.39
JUNDIAÍ 428.91
ABCD 413.47
CAMPINAS 405.87
RIBEIRÃO PRETO 404.82
LITORAL 400.70
ARAÇATUBA 395.78
BAURU 393.24
OSASCO 386.45
ARARAQUARA 386.40
PRESIDENTE PRUDENTE 379.36
ESTADO DE SÃO PAULO 377.66
RIBEIRÃO PRETO 375.89
GUARULHOS 374.81
SOROCABA 365.32
CAPITAL 339.71
R$ BRAZILIAN REAIS 0 50 100 150 200 250 300 350 400 450 500
0% 1% 2% 3% 4% 5%
¹ WITH THE AIM OF CREATING AN INDICATOR SIMILAR TO THE NATIONAL ONE, ESTIMATED BY EBIT FOR THE CALCULATION OF SHARE IN RETAIL, THE ACTIVITIES OF
VEHICLE DEALERSHIPS, CAR PARTS &ACCESSORIES AND CONSTRUCTION MATERIALS WERE NOT CONSIDERED. SOURCE: FECOMERCIOSP, SEFAZ, EBIT
44
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
7
+ .9%
MAY vs JUN 2016
8
+ .2%
JUN 2015 vs 2016
REGAINING CONFIDENCE
A fter the increase in May,
the Consumer Confi-
dence Index (ICC) surveyed by
month when it was above
100 points.
drop compared to June of last
year, registered a 10.6% in-
crease compared to May and
FecomercioSP started rising As opposed to the previ- reached 52.4 points.
again and reached 98 points ous month, increased confi-
in June, an increase of 7.9% dence wasn’t only a reflec- The increase in IEC seems
compared to May of 2016, tion of renewed hopes. The to symbolize some kind of vote
and of 8.2% compared to Consumer Expectations In- of confidence given by con-
June 2015. This is the first in- dex (IEC) increased again and sumers to the new economic
crease observed when com- reached 128.5 points in June, team, which however has an
paring between a month and a value 7.2% higher than May expiry date. Moreover, because
the same month in the previ- and 26.6% higher than June of the depth and extension of
ous year since January 2013. 2015 – it is the highest growth the crisis and also due to the
In other words, the index of registered since January 2010; fact that the political changing
June interrupted a three-con- therefore, it has reached the process has been troubled, the
secutive-year decrease (more highest level since Febru- expiry date of this vote of confi-
precisely 40 months) in this ary 2014, when it was 132.2 dence is relatively short.
basis of comparison. There- points. The Index of Current
fore, ICC has reached its high- Economic Conditions (ICEA), For consumer confidence
est value since 2015 – the last on its turn, despite its 29.4% to keep growing, it is necessary
45
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
that some kind of economic with which they have been comprise ICF, remained at 35.2
policy is effectively delivered announced seem to have points, the same value of May,
by the Government, such as encouraged consumers. However, the lowest level in the historical
structural reforms, adjust- if this initial momentum is not series. Compared to June 2015,
ments public accounts with confirmed by changes and this value is 37.4% lower. It also
cut in costs – and not with effective approvals, consumers is the item with the lowest
increased taxes –, and the might be discouraged again, score among the seven items
approval of an expenditure thus undermining the expected researched. The decrease in
ceiling in the public sector resumption of consumption. consumption level has directly
and privatizations. reflected in retail sales, which
Improved confidence, have an accumulated fall of
The measures an- however, hasn't influenced 6% over a year in the State of
nounced so far and the speed overall retail sales in the State of São Paulo. There are still no
São Paulo, yet; they registered indications of a recovery of the
a fall on Mother's Day (May) sector in the short term: the
and Valentine's Day (June) – the intention to take on debts is still
two major commerce dates low – despite the slight increase
in the first half of the year. in June – and the analysis
In fact, despite the growth of this moment for durable
in the expectation indicator, items, another component
consumers are still struggling of ICF, repeated the historical
with high inflation, high minimum value in June by
THE HOUSEHOLD interests, and increased reaching 38.2 points, 4.2% lower
CONSUMPTION unemployment, which affect than May and 32.1% lower than
INTENTION (ICF), their financial situation, and June 2015. It is the item with the
CALCULATED consequently, their perception second lowest score among the
of current conditions. seven items researched.
MONTHLY BY Therefore, the household
FECOMERCIOSP, consumption intention Items "current revenue"
HAS RENOVATED (ICF), monthly calculated by and "credit access" also re-
THE MINIMUM FecomercioSP, repeated the peated their minimum values
minimum historical value and in June. The former reached
HISTORICAL VALUE reached 63 points in June, 0.9% 69.6 points – a drop of 4.7%
AND REACHED lower than May and 22.9% compared to May 2016 and of
63 POINTS IN JUNE, lower than June 2015. 28.7% compared to June 2015
A 0.9% FALL – while the latter remained at
The assessment of the 62.3 points – 3.5% lower than
COMPARED TO MAY level of "current consumption", May 2016 and 28.7% lower
one of the seven items that than June 2015.
46
CHAPTER 3 | THE ECONOMIC AND POLITICAL CRISIS, according to FecomercioSP TABLE OF CONTENTS
BETTER PERSPECTIVES
T he perception of consumers regarding
current jobs has reached 87.6 points,
practically the same as May, when it was
in Christmas compared to this date in 2015.
Still facing many uncertainties, consumers
are conservative; however, they tend
87.4 points, but 17.4% lower than June 2015. to gradually return to stores as a less
pessimistic scenario unfolds. Consumers
If the assessment of item "current who only buy indispensable items today
jobs" was practically stable in the monthly tend to resume their more ambitious
comparison, the indicator of "professional plans for consumption when regaining
perspective" increased 1.5% and reached confidence, in face of a less gloomy
97.6 points. With improved "professional scenario. It is expected that from the
perspective", "consumption perspective" second half of the year on, scenario will
also improved: this item reached 50.4 become clearer and measures for the
points, 3.9% higher than May. rationalization of the public sector and
the resumption of investments will reflate
Data aren't as encouraging, yet, since economy after the greatest economic
they generally indicate dissatisfaction of crisis in the history of our country. Thence,
households regarding consumption con- the stakes on a Christmas that symbolizes
ditions. On the other hand, there was a this resumption of retail sales.
visible improvement in perspectives, in
line with ICC data. For expectations to turn
into increased sales, however, consump-
tion conditions must improve effectively,
with price stability, labor market stability, THE END OF THE
and reduced interest rates, which will only YEAR MIGHT BE BETTER
come with an effective tax adjustment
FOR RETAIL THAN
and the announcement of measures to
stimulate private investments. ITS BEGINNING, WITH
BETTER SALES IN
However, if the trend towards CHRISTMAS COMPARED
improving expectations is consolidated,
TO THIS DATE IN 2015
the end of the year might be better for
retail than its beginning, with better sales
47
CHAPTER 4
FIPE/BUSCAPÉ
INDEX
The FIPE/Buscape price index calculation is
under the responsibility of the Economic
Researches Foundation Institute,
represented by Prof. Sergio Crispim
48
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
MONTHLY EVOLUTION OF
THE FIPE/BUSCAPÉ INDEX
T he FIPE/Buscapé Index was
created to monitor prices
in the Brazilian E-commerce
of the sector, and the nature of
the products that are predomi-
nantly sold in this sector, as
er than the 3.73% variation
of the first half of 2015 due to
the lower foreign exchange
and has been published for 65 shown by the graph below. pressure over product prices
months. This period of over five and imported components,
years has been characterized In this first half of 2016, which have a high weight in
by a 45-month price drop, or positive accumulated variation e-commerce. Nevertheless, in
69% of the period, reflecting the of 2.83% of FIPE/Buscapé four of the six first months of
dynamism and competitiveness Index has been slightly low- 2016, there was price increase.
4.73
5.0%
4.0%
3.07
2.85
3.0%
2.39
2.23
1.75
2.0%
1.35
1.00
0.90
0.85
0.59
0.40
1.0%
0.28
0.20
0.24
0.14
0.04
0.17
0.17
0.11
0.0%
-0.03
-0.02
-0.01
-0.05
-0.06
-0.19
-0.25
-0.26
-0.28
-0.32
-0.34
-0.34
-0.36
-0.35
-0.35
-0.37
-0.40
-0.38
-0.40
-0.41
-0.42
-0.44
-0.44
-0.52
-0.64
-0.64
-0.67
-0.73
-0.73
-1.0%
-0.74
-0.79
-1.06
-1.18
-1.19
-1.21
-1.22
-1.28
-1.28
-1.42
-1.42
-2.0%
-1.85
-1.91
-2.41
-2.44
-3.0%
-2.85
MAY
MAY
MAY
MAY
MAY
SEPT
OCT
SEPT
OCT
SEPT
OCT
SEPT
OCT
SEPT
OCT
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
49
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
EVOLUTION OF ANNUAL
VARIATIONS AND JUNE/16
C onsidering the 54 annual variations (t/t-12) of
the FIPE/Buscapé Index series, there was price
drop in 38 periods, or 65% of the series, emphasizing
went from a pattern of annual variation of 6.5% to
10.5%, and it also reflects the dollar appreciation,
which has revelead annual variations to sharply rise
that annual variations were positive (inflation) over throughout 2015 and in the first quarter of 2016, but
the last 15 months. The annual variation June 2016/ signals a slow down in the 2nd quarter of 2016: 1st
June 2015, of 8.29%, still characterizes the expressive quarter of 2015/2014 (21.3%), 2nd quarter of 2015/2014
reversal in the FIPE/Buscapé Index trend over the (37.7%), 3rd quarter of 2015/2014 (54.8%), 4th quart-
last 12 months compared to the pattern of annual er of 2015/2014 (50.7%), 1st quarter of 2016/2015
variation of -3%, as shown in the graph below. (34.0%), and 2nd quarter of 2016/2015 (14.1%).
We can observe that in the beginning of the FIPE/ In this context, it is important to emphasize,
Buscapé Index series, annual variation went from that some categories that have significant weight
approximately -10% in 2012 to +8.5% in the first half in e-commerce are particularly influenced by the
of 2016. In other words, annual variation increased dollar appreciation in a significant and lagged
around 21%. This reversal reflects the acceler- manner: Electronic appliances, Computer, Photo-
ation of overall inflation that, measured by IPCA, graphy, and Telephony.
15%
10.78
10.72
9.24
9.01
8.29
6.92
6.69
10% 5.89
4.17
3.54
2.03
5%
1.98
1.37
1.21
0.42
0.26
0.0%
-0.77
-1.31
-1.22
-1.27
-1.36
-1.66
-1.56
-1.48
-1.61
-1.78
-1.99
-1.89
-2.78
-2.48
-2.83
-3.25
-3.51
-5%
-3.62
-3.83
-4.24
-4.59
-4.87
-4.94
-5.22
-6.13
-6.42
-7.02
-7.67
-7.79
-7.89
-8.29
-10%
-8.92
-9.32
-9.25
-9.64
-9.73
-9.81
-9.85
MAY
MAY
MAY
MAY
SEPT
OCT
SEPT
OCT
SEPT
OCT
SEPT
OCT
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
50
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
In the annual period June 2016/June 2015, nine (13.62%). This group was followed by Computer-
out of the ten groups researched had price increas- ing (10.28%) – in which “printer cartridge”
es, and only one drop, with an expressive difference (20.09%), “no break” (15.06%), “printer” (14.87%),
between the groups of products that comprise and “laptop” (14.87%), and “laptop” (11.41%) were
the index, which ranges from a -7.24% drop in the highlights – and Electronics (9.63%) – influ-
Fashion & Accessories to a 11.02% increase in House- enced by “auto sound system” (15.96%), “DVD
hold Appliances, as shown in the graph below. player” (11.85%), and “home theater” (11.81%).
Of the 157 surveyed categories, 142 (90%) Among all products that comprise the in-
have an average price increase of 9.70% and dex, those whose increase outstood in the an-
only 15 (10%) had an average price drop of nual period of June 2016/June 2015, in addition
-1.18%. The only group with annual price drop to the ones previously mentioned, were: “hood/
in May 2016/May 2015 – Fashion & Accessories exhaust” (17.94%), “calculator” (14.47%), “freezer”
(-7.24%) – was quite influenced by “sneakers” (13.47%), “flat iron/straightener” (13.31%), “tent”
(-9.71%). The group with the highest price in- (12.62%), “bicycle”(11.40%), “pan set” (10.89%),
crease was Household Appliances (11.02%) due “sunscreen” (10.26%), and “treadmill” (9.95%). The
mainly to the products “high pressure washer” ones with the highest drop were: “football team
(18.85%), “electric stove” (18.14%), “microwave”, T-shirt” (-7.36%), “soccer shoes” (-5.61%), “suitcase”
(17.92%), “mini-bar” (15.76%), and “dish washer” (-4.35%), and “drink cooler” (-2.97%).
51
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
ANNUAL VARIATIONS OF FIPE INDEX/BUSCAPÉ, IPCA, AND DIFFERENCE (MONTH Q / MONTH Q-12)
10.0
5.0
0.0
-5.0
-10.0
-15.0
MAY
MAY
MAY
MAY
SEPT
SEPT
OCT
SEPT
OCT
SEPT
OCT
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
JAN
FEB
MAR
APR
JUN
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
52
CHAPTER 4 | FIPE/BUSCAPÉ INDEX TABLE OF CONTENTS
OVERAL IPCA INDEX, FIPE/BUSCAPÉ, AND COMPOUND FIPE/BUSCAPÉ WITH IPCA PRICES (JAN11=1)
1.500
1.400
1.300
1.200
1.100
1.000
0.900
0.800
MAY
MAY
MAY
MAY
MAY
SEPT
OCT
SEPT
OCT
SEPT
OCT
SEPT
OCT
SEPT
OCT
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
JUL
AUG
NOV
DEC
JAN
FEB
MAR
APR
JUN
OVERALL IPCA TOTAL FIPE/BUSCAPÉ INDEX COMPOUND INDEX (IBGE PRICE AND FIPE-BUSCAPÉ WEIGHT)
The graph above the behavior of the FIPE/Bus- Buscapé Index, and 49% more
shows a comparison of the capé Index, and it represents than the Compound Index.
Overall IPCA with FIPE/ approximately 72% of the
Buscapé Index regarding weight of FIPE/Buscapé Index A significant part of these
prices in e-commerce and in e-commerce. differences can be explained by
a Compound Index of IPCA the following factors: a) the FIPE/
variations (physical retail) Specifically in June/2016, Buscapé Price Index monitors
with FIPE/Buscapé Index compared to the basis of a product basket different from
weights (weight of products January/2011 (65 months), the the one analyzed by the overall
in e-commerce) for the FIPE/Buscapé Index is 11% price indices, i.e., only those that
product categories that lower, and the Compound are marketed more significantly
are compatible with FIPE/ Index with IPCA prices and over the Internet; b) the weight
Buscapé, although with FIPE/Buscapé weights for of products that comprise the
different product baskets. compatible products is 2.5% FIPE/Buscapé Index are quite
lower. On the other hand, the different from their weight in ge-
It is noteworthy that the behavior of these two indices neric indices; c) the distribution
behavior of the Compound is quite different from the channel monitored by the FIPE/
Index of product categories behavior of Overall IPCA, which Buscapé Index is exclusively
surveyed by IPCA and by in the period June 2016/January e-commerce, while the other in-
FIPE/Buscapé Index is quite 2011 rose approximately 45.6%, dices monitor several other tra-
aligned and consistent with or 64% more than FIPE/ ditional and physical channels.
53
FINAL
CONSIDERATIONS
54
FINAL CONSIDERATIONS | MAIN CLIENTS TABLE OF CONTENTS
MAIN CLIENTS
55
FINAL CONSIDERATIONS | GLOSSARY TABLE OF CONTENTS
GLOSSARY
A ADHOC: research under request
with a specific purpose F FIPE/BUSCAPÉ INDEX:
systematized calculation of prices
in the Brazilian e-commerce
ORDER: each purchase performed,
request for a product to be purchased
I INTERNET: world
computer network
MOBILE COMMERCE:
e.g. Buscapé and Bondfaro
D DESKTOP:
desk computer O ONE-TIME E-CONSUMERS: those
who have performed at least one
T TABLETS: mobile device that works
as a portable computer, with use of
functionalities and Web browsing
purchase over the Internet through touch screen
TRANSACTIONS:
e-commerce, online retail, off-line and online operations, purchases performed
purchase over the Internet
ONLINE RETAIL: e-commerce,
E-CONSUMIDOR: consumer who
performs purchases over the Internet
online commerce, purchases
performed over the Internet W WI-FI: wireless access
to the Internet
56
FINAL CONSIDERATIONS | MARKETING SUPPORT TABLE OF CONTENTS
MARKETING SUPPORT
PREMIUM PARTNER
www.fecomercio.com.br
57
FINAL CONSIDERATIONS | MARKETING SUPPORT TABLE OF CONTENTS
OTHER PARTNERS
www.camara-e.net
www.acsp.com.br
About the Brazilian Chamber
Since 1894, the Commercial of E-commerce: The mission of
Association of São Paulo has worked camara-e.net, main multi-sector
on behalf of entrepreneurs who entity in Latin America and Brazilian
have activities in the city of São association with the highest
Paulo. From family businesses to representativeness in Online
large industries, over 30 thousand Economy, is to qualify people and
entrepreneurs have the support organizations for the safe practice
of the Association to defend their of online businesses. With 15 years
interests before society and the since its foundation, its role has
Government and in providing been essential to the formulation
exclusive services that make the of public policies in line with
entrepreneur's daily life easier. modern society's aspirations, and
especially to enhance sectorial
regulatory milestones that provide
legal support to the incentive
measures required for the
development of our country.
58
FINAL CONSIDERATIONS | MARKETING SUPPORT TABLE OF CONTENTS
iabbrasil.net
59
CONSIDERAÇÕES
FINAL CONSIDERATIONS
FINAIS | INFORMAÇÕES
PRESS INFORMATION
PARA IMPRENSA
/ TEAM/CONTACTS
/ CONTATOS TABLE OF CONTENTS
PRESS
INFORMATION
EBIT DATA DISCLOSURE
Ebit requires to be referred to as a source
of information in any academic study, press release,
opinion article, editorial, or news article stating data collected
in its studies about the Brazilian e-commerce market,
especially the Webshoppers report. We reinforce that the data
is Ebit´s propriety, and therefore, those who use it must always
inform the source, in order to enhance the credibility
of the information and avoid that data disclosed
by the company is attributed to other source.
TEAM/CONTACTS
ANDRÉ RICARDO DIAS PEDRO GUASTI
Ebit COO Ebit CEO
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RENANN MENDES
Marketing and Operations Coordinator CÍNTIA YAMASHIRO
cintia.yamashiro.ext@buscapecompany.com
LETÍCIA AVELAR REPORT
Marketing Analyst JANAINA CAVALHEIRI AND SURVEY
janaina@firstcom.com.br
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