Latin America B2C E-Commerce Report 2013

  • November 2013
  • -
  • yStats - Research on International Markets
  • -
  • 106 pages

1.) B2C E-Commerce growing rapidly in Latin America

The recent "Latin America B2C E-Commerce Report 2013" by Hamburg-based secondary market research company yStats.com provides information about consumer purchases of goods and services online in Latin America. Total regional B2C E-Commerce sales in Latin America was close to EUR 30 billion in 2012, with a double-digit growth expected this year and further growth projected in the period for the next several years.

Latin American B2C E-Commerce fuelled by emerging middle class and growing Internet use
The new yStats.com report reveals that the middle class in Latin America has grown significantly in the last decade. The rising middle class has grasped the Internet as a connection to the world – Latin America is the leading region worldwide in Internet usage growth, with an increase of over 10% in March of this year compared to a year ago. The Latin American region is expected to rank fifth out of five world regions in B2C E-Commerce sales this year, but by 2017 it is forecast to rise to fourth place in total sales, passing Central and Eastern Europe in terms of market share.

Brazil is the largest market in the region
There were over 40 million online shoppers in Brazil in H1 2013, with the number expected to top half a hundred millions by the end of 2013. The B2C E-Commerce market grew by a two-digit percentage in 2012, with higher growth expected in 2013, to reach a small two-digit number in EUR billion. Internet penetration encourages further growth of E-Commerce; over half of the population is expected to be covered by Internet access by the end of this year. Price comparison websites were popular among internet users, with the highest ranking site having more visitors than the sites of top retailers. The leading product category among purchasers in Brazilian B2C E-Commerce in 2012 was household appliances, however, in the first half of this year fashion and accessories went to the forefront in sales.

Among the noticeable trends on the growing B2C E-Commerce market in Brazil are M-Commerce and cross-border shopping. In the first half 2013, the mobile channel almost tripled its share on total B2C E-Commerce sales, and the penetration of smartphones and tablets continues. Moreover, cross-border online shopping was popular in Brazil. The most purchased product categories in cross-border B2C E-Commerce in 12 months to July 2013 were computer hardware and personal electronics; the most popular countries to shop from were the USA and China. Regarding delivery options, over half of the B2C E-Commerce orders placed in 2012 were with free delivery. Of the payment methods, credit card was the most used, followed by Boleto Bancario, a local interbank payment system.

Brazil based merchants such as online marketplace MercadoLibre, B2W Digital with several E-Commerce platforms and Buscape, a price comparison website, had strong positions on the B2C E-Commerce market. These local players were increasingly challenged by international companies, such as Wal-Mart and EBay, which were attracted by the market potential, especially in anticipation of the 2014 World Cup and 2016 Olympics.

As the B2C E-Commerce industry has become more significant, the Brazilian government saw the need to update its regulations: since May 2013, online shops in the country are obliged to provide a registration number and full contact details for the customers’ convenience. Even though the rules for E-Commerce have changed and there are logistics and payment challenges to overcome, merchants and consumers both are increasingly comfortable with online retail sales.

Online shopping grows in other markets in the region.
In Mexico, B2C E-Commerce is boosted by growing Internet reach, credit card penetration, mobile usage, and cross-border shopping. A yearly double-digit growth rate in B2C E-Commerce sales is expected to persist throughout 2016. “Music and Films” was the most popular category in Mexican B2C E-Commerce in 2012. The most used payment method was credit card, accounting for over a half of all transactions in 2012. With regard to delivery, a majority of shoppers in Mexico would add items to their cart in order to qualify for free delivery. Mexican shoppers are the most engaged in M-Commerce of all Latin American countries.

In Argentina B2C E-Commerce sales also grew by a double-digit percentage point in 2012, with still more growth to come. Online shopper penetration on Internet users, already the highest in the region, is still increasing, expected to account for almost a half of Internet users by 2016.

The trend toward E-Commerce acceptance and use continues in other markets of the region. In Chile, both online shopper penetration and frequency of online shopping increased in 2012, while M-Commerce was yet to catch on. In Colombia, one of the factors spurring B2C E-Commerce is increasing trust of customers to online payment methods and widening banking coverage. Colombian B2C E-Commerce market is dominated by foreign players, accounting for over a half of the sales in 2012, but local firms are projected to expand. In Ecuador B2C E-Commerce is not yet spread due to low Internet penetration, which is, however, gradually changing, as more people gained access to the web, increasingly so via mobile devices. In Paraguay, most of the relatively small B2C E-Commerce sales were generated in foreign online shops in 2012. Internet penetration is still relatively low in Paraguay also, but is growing every year. In Peru, wider credit card and Internet penetration can boost B2C E-Commerce, which in 2012 was dominated by foreign retailers.

As one of the best faring countries in the region, Uruguay has a great potential for B2C E-Commerce, already driven by the trend of mobile device use. The number of mobile Internet subscriptions has grown by a half every year since 2010. Improvement in the quality of online retailer offerings and logistics are thus needed to boost sales further.

Finally, the yStats.com report points to development of an online payment system and new regulations regarding online payments in Venezuela, which, along with the increasing Internet penetration are expected to positively affect E-Commerce in 2013 and stimulate growth.

2.) About Our Reports

- Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions
- yStats.com provides secondary market research: By using various sources of information we ensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation.
- The analyses, statistical reports and forecasts are only based on reliable sources including national and international statistical offices, industry and trade associations, business reports, business and Company databases, journals, company registries and news portals.
- Our international employees research and filter all sources and translate relevant information into English. This ensures that the content of the original studies is correctly interpreted.
- yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board presentations or be individually adapted.
- If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request.

Table Of Contents

1. MANAGEMENT SUMMARY

2. LATIN AMERICA: REGIONAL
•B2C E-Commerce Trends, 2013
•Breakdown of Global B2C E-Commerce Sales by Regions, Including Latin America, in %, 2013f and 2017f
•Global B2C E-Commerce Year-on-Year Sales Growth, by Region, Including Latin America, in %, Ranked by 2013f, 2011-2017f
•Global Online Shopper Penetration, by Regions and Worldwide, Including Latin America, in % of Internet Users, 2013f and 2017f
•Share of Global Visitors to Retail Websites on Internet Users, by Region, Incl. Latin America, in %, March 2013
•Global Year-on-Year Growth in Number of Internet Users, by Region, Including Latin America, in %, March 2013 vs. March 2012
•B2C E-Commerce Sales, in USD billion, 2013f and 2014f
•B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2011 - 2016f
•Number of Internet Users, in millions, March 2012 and March 2013
•Number of Unique Visitors to Retail Websites, in millions, March 2012 and March 2013
•B2C E-Commerce Sales, by Brazil, Mexico, Argentina and Other, Ranked by 2013f, in USD billion, 2011-2016f
•B2C E-Commerce Year-on-Year Sales Growth, by Brazil, Mexico, Argentina and Other, in %, Ranked by 2013f, 2011-2017f
•Number of Internet Users, by Country, in million Unique Visitors, March 2013
•Breakdown of Online Shoppers by Brazil, Argentina, Mexico and Other, in %, 2011-2016f
•Online Shopper Penetration, by Brazil, Mexico, Argentina and Other, in % of Internet Users, Ranked by 2013f, 2011-2017f
•Mobile Shopper Penetration, by Argentina, Brazil, Chile, Colombia and Mexico, in % of Internet Users, 2012
•Breakdown of Internet Traffic by Device, in %, by Brazil, Argentina, Chile, Mexico, March 2013
•B2C E-Commerce Competitor Overview, 2013

3. BRAZIL (Priority A Country)
•B2C E-Commerce Trends, 2013
•B2C E-Commerce Sales, in BRL billion, 2011 and 2013f
•B2C E-Commerce Sales, in BRL billion, H1 2012 and H1 2013
•B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2011 - 2016f
•Share of B2C E-Commerce on Total Retail Sales, in %, H1 2013
•Share of M-Commerce on B2C E-Commerce Sales, in %, H1 2012 and H1 2013
•Average Cart Value in B2C E-Commerce, in BRL, H1 2012 and H2 2012
•Top Digital Sources to Learn about New Products and Brands, Incl. Internet, in % of Consumers, March 2013
•Internet Penetration, in % of Individuals, 2008 - 2013f
•Number of Online Shoppers, in millions, H1 2013 and H2 2013f
•Number of Online Shoppers, in millions, and in % Year-on-Year Change, 2011-2016f
•Online Shopper Penetration, in % of Internet Users, 2011-2017f
•Online Shopper Penetration, by Male and Female, in % of Internet Users in Each Group, 2012
•Online Shopper Penetration, by Income Group and Age Group, in % of Internet Users in Each Group, 2012
•Mobile Internet Penetration, in % of Mobile Phone Users, 2008 - 2012
•Mobile Internet Penetration, by Income Group and Age Group, in % of Mobile Phone Users in Each Group, 2012
•Share of Mobile Internet Users Using Mobile Applications for Buying, Promotions and Discounts, by Income Group and Age Group, in %,June 2013
•Leading Product Categories in B2C E-Commerce, by Share on Total B2C E-Commerce Sales, in %, 2012
•Leading Product Categories in B2C E-Commerce, by Share on Total B2C E-Commerce Sales, in %, H1 2013
•Product Categories Purchased Online, in % of Online Shoppers, 2012
•Most Purchased Product Categories, in % of Male and Female Online Shoppers, 2012
•Most Purchased Product Categories, in % of Online Shoppers, by Income and Age Goup, 2012
•Breakdown of B2C E-Commerce Orders by Free and Paid Delivery, in %, 2012
•Payment Methods Used in B2C E-Commerce, by Gender, Income and Age Goup, in % of Online Shoppers in Each Group, 2012
•Breakdown of Online Shoppers who Paid with Debit Card for Online Purchase, by Gender and Experience with Online Shopping, 2012
•Number of Cross-Border Online Shoppers, in millions, and Cross-Border Online Expenditure, in BRL billion, 2013e and2018f
•Leading Product Categories in Cross-Border B2C E-Commerce, by Sales, in BRL billion, 12 months to July 2013
•Leading Countries for Cross-Border Shopping, in % of Cross-Border Online Shoppers, 12 months to July 2013
•B2C E-Commerce Competitor Overview, 2013
•Most Visited Online Retail Websites, by Number of Unique Visitors, in millions, December 2012
•Most Visited Price Comparison Websites, by Number of Unique Visitors, in millions, December 2012
•Company Profile of B2W Digital
•Company Profile of MercadoLibre
•Company Profile of Buscape.com

4. MEXICO (Priority B Country)
•B2C E-Commerce Trends, 2013
•B2C E-Commerce Sales, in MXN billion, 2011 and 2012
•B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2011 - 2016f
•Share of B2C E-Commerce on Total Retail Sales, in %, 2011 and 2016f
•Number of Internet Users, by Users with Internet Connection at Home and Total Internet Users, in millions, and in % of Total Population, 2008- 2012
•Number of Online Shoppers, in millions, in % Year-on-Year Change, and in % Penetration on Internet Users and Total Population, 2011 - 2016f
•Number of Mobile Internet Subscriptions, in millions, 2010 - H1 2013
•Product Categories Most Purchased in B2C E-Commerce*, in % of Online Shoppers, 2012
•Breakdown of B2C E-Commerce Transactions by Payment Methods, in %, 2012
•Perception of B2C E-Commerce Delivery, in % of Online Shoppers, 2012

5. ARGENTINA (Priority C Country)
•B2C E-Commerce Trends, 2013
•E-Commerce Sales, in ARS billion, 2011 and 2012
•B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2011 - 2016f
•Share of B2C E-Commerce on Total Retail Sales, in %, 2012 and 2016f
•Number of Internet Users, in millions, 2012-2017f
•Number of Online Shoppers, in millions, and in % of Internet Users, 2011 - 2016f

6. CHILE
•B2C E-Commerce Market Overview and Trends, 2013
•B2C E-Commerce Sales, in USD billion, 2012 and 2013f

7. COLOMBIA
•B2C E-Commerce Market Overview and Trends, 2013
•B2C E-Commerce Sales, in USD billion, 2012 and 2013f

8. ECUADOR
•B2C E-Commerce Market Overview and Trends, 2013

9. PARAGUAY
•B2C E-Commerce Market Overview and Trends, 2013

10. PERU
•B2C E-Commerce Market Overview and Trends, 2013
•B2C E-Commerce Sales, in USD million, 2012 and 2013f

11. URUGUAY
•B2C E-Commerce Market Overview and Trends, 2013

12. VENEZUELA
•B2C E-Commerce Market Overview and Trends, 2013

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