M-commerce skyrockets during Christmas in Brazil

Friday, December 26, 2014

Sales made via mobile devices (m-commerce) nearly doubled in Brazil during the 2014 Christmas season, local e-commerce consultancy E-bit reported.

The number of purchases made via tablets and smartphones grew 96% between November 15 and December 24, accounting for 8.8% of total online sales compared to 4.5% in the same period last year, according to data from the consultancy.

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In terms of revenue, m-commerce represented 8.8% of total online sales in the Christmas period, up 82% over 2013.

Black Friday sales, held on November 28, accounted for part of that growth. M-commerce sales grew 609% on that day alone compared to the previous year, according to E-bit.

"The share of mobile devices in virtual shopping is already nearing 9%. New entrants – those with no Internet access, as well as those with access from computers – are now migrating to smartphones and tablets," E-bit director Pedro Guasti said.

The increased penetration of smartphones and broadband use is clearly driving the development of m-commerce and m-marketing services in the country, said industry players on a panel at the Mobile + forum held in São Paulo. However, unstable broadband connections can end up frustrating potential consumers and leading them to abandon a purchase, added the panelists.

The most popular products by category were cosmetics, perfumes and health; household electronics; fashion and accessories; mobile telephony; and games and toys.