Trends Report

Retail eCommerce In Brazil: Key Metrics 2014

Understanding KPIs In Latin America's Largest eCommerce Market

October 20th, 2014
Zia Daniell Wigder, null
Zia Daniell Wigder
With contributors:
Carrie Johnson , Rebecca Katz


The Retail eCommerce In Brazil series summarizes the results of a survey that Forrester Research conducted together with E-Commerce Brasil in August and September 2014. In this survey, respondents from traditional retailers, web-only retailers, and manufacturers selling direct responded to questions about their business performance in the past year. The data in this report includes a variety of key metrics such as conversion rates, average order values, return rates, and both mobile and tablet revenues. Some metrics indicate greater challenges for eCommerce organizations in Brazil than in other markets, while other metrics highlight a favorable situation in Brazil. For example, while average conversion rates in Brazil remain lower than those in the US, average marketing costs in Brazil are also lower, as are the percentage of product returns. This report will help both local and global eBusiness and channel strategy professionals better understand the eCommerce opportunity in Brazil and help them benchmark their performance against our survey results.

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