Online sales fall short of expectations during children's day

- Tuesday, October 18, 2011

Online sales fall short of expectations during children's day

Online sales registered during children's day in Brazil, celebrated on October 12, grew 16% year-on-year to 713mn reais (US$407mn) but were below expected levels, consultancy e-bit reported.

Sales were measured between September 29 and October 11. Last year, e-commerce sales during children's day totaled 615mn reais.

The e-commerce segment had estimated 20% growth for the occasion. A 29-day strike of the Correios postal service employees, though, is said to have harmed the businesses.

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"With the strike, many people gave up on shopping online, fearing that their products would not arrive. Today, Correios accounts for 40-50% of the logistics market," e-bit director Cris Rother said.

According to the executive, some niches of this market have been affected by the strike more than others. "Certainly the small and medium retailers were the most affected by this strike, since they depend on the mail for distribution, while bigger retailers have a large and structured network of distribution, logistics and transport of their own."

The average value of online purchases was 350 reais, slightly up from the 345 reais estimated by e-bit.

The most requested categories of products were household appliances, followed by health, beauty and medicine; computing goods; books, and newspaper and magazines subscriptions; and electronics.