Brazilian electronic commerce surged 24% in the first half of the year compared to the year-ago period, moving 8.4bn reais (US$5.3bn), local e-commerce monitoring firm e-bit reported.
The numbers are part of the 24th WebShoppers report, produced by e-bit and Brazil's e-commerce chamber.
Household appliances was the sector that registered the highest number of online sales, with 13% of the total, followed closely by computing with 12%, and health, beauty and medicine with 11%. In turn, books, magazines and newspaper subscriptions - which in previous years led the ranking - placed fourth, registering 8% of sales. Electronics wrapped up the top ranking with 6%.
The e-bit report highlighted that buyers from the middle and lower-income sectors led e-commerce newcomers; 61% of first-time e-buyers in H1 had average household revenues of around 3,000 reais. At the same time, the average online transaction amount reached 355 reais during the period.
For the second half of the year, the e-commerce sector is forecast to reach sales of 10.3bn reais, bringing the full year total to 18.7bn reais, up 26% from 2010.