To drive more purchases from Brazilian online shoppers, start by offering free shipping and detailed product specifications. According to a recent survey of e-commerce consumers in Brazil, these are the top two influencers in their decisions to buy products online. The study was done by SPC Brasil and Meu Bolso Feliz in January 2015, getting the opinions of nearly 700 online shoppers from 27 capital cities in Brazil.
Here are some more study results that advertisers and agencies targeting Brazil’s 105 million Internet users should take into account.
#1 Factor in the Other Reasons Why Brazilians Buy
Free shipping (39%) and product specs (39%) were cited by Brazilians as the top 2 influencing factors in their decisions to shop online, but other factors also led to purchases. Below we list them and the percentage of Brazilian online shoppers who said these were influential:
- Product recommendations on specific sites (30%)
- Flexible payment options (27%)
- Email promotions (25%)
- Online advertising of products (20%)
- Coupons (16%)
- YouTube videos or tutorials (15%)
#2 Put a Bit More Mobile into Your Marketing Mix
Brazilian e-commerce shoppers still mostly go online with devices that display standard desktop advertising: 44% of them shop online with PCs and 32% use notebooks. However, it is important to note that 20% use cell phones to go online and another 4% use tablets. In addition, other research points to mobile-commerce increasing significantly in Brazil. As such, brands that seek to drive e-commerce revenue from this market should strengthen their mobile efforts. To do this, there are some key factors you should know about and you can explore them here.
#3 Try to Blend in E-Commerce Advantages into Your Marketing
When asked about the main advantages of buying online, Brazilian e-commerce shoppers cited the following:
- Convenience of shopping without leaving home (74%)
- Generally lower prices (50%)
- Ease of comparing products from different brands (27%)
- Ease of price comparison between products (23%)
- Shopping at whatever hour of the day they want (23%)
- Better product variety (15%)
#4 Broaden Payment Options
The majority (78%) of Brazilian online shoppers polled in this survey used credit cards to make their online purchases. But 54% used a boleto bancário, a type of online voucher that shoppers get from their banks and use to finish the transaction and actually make the purchase. Other forms of payment cited include PayPal (25%), debit cards (17%) and bank transfers (7%).
#5 Know What Sells Best Online
According to the survey results, Brazilian e-commerce shoppers say the products they buy most online are electronic products: 61% indicated that they buy them. Other popular products for Brazilians to buy via e-commerce include books (47%), shoes (44%), clothes (42%), appliances (36%) and plane/train/bus tickets (35%).
Over the next six months, Brazilian online shoppers plan to buy the following top 5 products: books (52%), electronic products (47%), tickets (47%), hotel reservations (41%) and tickets to events or shows (40%).
#6 Build Trust for Repeat Business
Seven out of 10 Brazilian e-commerce shoppers cite trust in certain e-commerce sites and in brands as the reason for them buying more than once from the same site. Other factors that also lead to repeat business from Brazilian online shoppers include a positive previous experience (40%), fast delivery (30%), the best prices (29%), free shipping (21%) and coupons (16%). More than 60% of shoppers said they left e-commerce sites before finalizing a purchase. The most common reason was that they weren’t sure that they needed the product (27%), though uncertainty about price options or product characteristics (18%) also stopped them from buying. Other factors that led to abandoned shopping carts include delayed shipping (13%), the price (13%) or the final price being different from the advertised price (12%).
Contact us to find out how you can reach Brazilian online buyers with a standard online ad campaign or through the precision power of programmatic buying through MediaDesk, Latin America’s leading DSP.