Access to the internet in Brazil has been growing both in rural areas and among the lower socioeconomic groups, which means the number of potential consumers buying products and services online is also getting bigger. The internet access in the country is made mainly via smartphone. The survey conducted for this Report shows 75% of those who have done any online shopping in the last 12 months typically use a smartphone when doing so.

Although the percentage of social media users who have bought any product online in the past 12 months is high (80%), the frequency of online shopping among Brazilians in general is still relatively low, as most of them (23.4%) have done so once every few months in the past year.

The main barriers are the difficulty to return or exchange a product from an online store (42%), the preference to see the product in person (29%), the concern that the product could be damaged during transportation (27%) and the insecurity when providing the bank account/credit card details online (25%).

This Report covers online-only retailers and the online operations of brick and mortar retailers and is inclusive of all online purchasing, whether made via a computer, tablet, smartphone or other devices. The focus is to understand the online shopping market in Brazil. It covers media, fashion, computer related products, electrical and electronic equipment, home and garden products, travel, groceries and other products bought online. Consumers were asked about online purchases on websites and mobile apps that can be delivered or picked up in physical stores, but whose purchase and payment have been made online.