Webshoppers 25th edition - english version

25th edition
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Copyright e-bit – All rights reserved

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. Index
What is WebShoppers......................................................................................... ................... ..................................................03
About e-bit........................................................................................................................................................................... 04
WebShoppers data: Methodology.................................................................................................... ......................... .................. 07
Executive Summary............................................................................................... ................................................................. 08
Report Structure................................................................................................ .................................................................. 09
Part I – Balance of 2011 and Forecast for 2012...................................................................... ........................................................ 10
Brazilian e-commerce in 2011
Main events of the year
e-consumers continues to grow ...
Best-selling categories
2012: End of the world? Not for e-commerce!
Part II – Collective Purchasing........................................................................................ ..............................................................18
Collective Purchasing: Overview of the market
X-ray of the categories
Profile of collective purchasing e-consumers
Evaluation of Collective Shopping sites
Part III –Behavioral Targeting....................................................................................... ................................................... 23
Abandonment and recovery of shopping carts
Latency purchases
Part IV – FIPE/Buscapé Index......................................................... ............................................................................................ 27
Chart: Category Variation
e-bit Major Clients.................................................................................................................................................................. 31
About Camara-e.net................................................................................................................. ............................................... 32
Contacts...................................................................................................................................... .........................................33
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. What is WebShoppers?
An e-bit initiative, WebShoppers goal is to spread essential information regarding Brazilian internet users shopping
behavior and e-commerce.
WebShoppers analyzes electronic commerce evolution, changes in e-consumers behavior and preferences, and attempts
to find aspects that can improve Brazil’s e-commerce development.
Learn more about e-bit and its main products below.
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4
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. About e-bit
Present in the Brazilian market since January 2000, e-bit has gained prominence in the development of e-commerce in
the country, and has become the de facto reference for e-commerce information.
Through a sophisticated system of data collection, including data from the consumer himself after making online
purchases in more than 5,000 online stores in Brazil, e-bit generates detailed daily information on e-commerce.
e-bit has collected more than 13 million assessments from e-consumers and offers services for both businesses and
online consumers:
For consumers, e-bit acts as a consultant for Internet shopping, publishing on its website (www.ebit.com.br)
evaluations of people who actually bought in the stores.
Information on services targeted at businesses can be found at the institutional e-bit (www.ebitempresa.com.br).
e-bit Certification – As both a groundbreaking virtual stores evaluation service in Latin America, and an electronic
commerce reference in Brazil, e-bit has an agreement with more than 5,000 virtual stores whose consumers are
invited to fill out a survey right after they purchase on the internet. There are two steps, both simply carried out
online: the first one occurs immediately after the purchase; the second, some days later, to evaluate the product
delivery.
E-commerce Information – The questionnaires regarding virtual stores service quality supply e-bit’s database. e-bit
emits reports that profile online consumers – gender, age, income, educational level, habits – and also evaluate
comparatively the virtual stores services, payment methods, revenue, etc.

e-Dashboard - The e-Dashboard is a modern online tool that provides daily updated information to keep track of e-
commerce growth and help you monitor the performance of your e-shop. This product helps you make decisions based
on accurate information in order to increase the volume of sales, conversions and profits. The data presented is
collected from e-bit consumer surveys, at checkouts of more than 5,000 Brazilian online stores.
Price Monitor - Besides the follow-up reports of sales in Brazilian e-commerce, e-bit provides a service for monitoring
price, competitiveness and virtual consumer purchase intent. With this product, called Price Monitor, it is possible to
monitor, in near real time, the price of products in stores. Additionally, one can evaluate the categories, products and
brands sought after by consumers when using the Internet to make a purchase. Learn more about this new service by
sending an e-mail to negocios@ebit.com.br.
Survey Panel – e-bit owns a panel of highly qualified respondents, formed by more than 1.3 million virtual consumers.
They are invited to participate in quantitative and qualitative surveys through online access with their own incentive:
“bits”. It is possible to perform a sample pre-segmentation by means of information – gender, age, income,
educational level, geographic area and subjects of interest.
E-mail Marketing - bitMail allows communication with a highly qualified public: e-bit associates database. It is mainly
composed of e-consumers, an adult public with high purchasing power and countless segmentation possibilities. bitMail
uses technological resources that enable an excellent return to the client supported on permission marketing (opt-in,
records unity control).
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. About e-bit
5 Copyright e-bit – All rights reserved

Advertising on e-bit’s website – www.ebit.com.br website is used by virtual consumers as a reference for their online
purchases, visited monthly by more than 400 thousand unique users. In their pages, agencies and virtual stores can
advertise their products and services to an adult public with significant purchasing power, obtaining an excellent
return in sales and brand publicity.
E-customer Retention Management – Receiving complaints from clients should be seen as a gift in electronic retail.
The worst client is the one who’s unsatisfied with the purchase, doesn’t complain but won’t go shopping in that store
again. With that in mind, e-bit developed a special product for those stores that participate in e-bit Satisfaction
Surveys, and that can now choose to receive unsatisfied clients comments in real time, with the order number. This
way it is possible to immediately detect the problem, solve it and retain the client; thereby, converting an unsatisfied
customer into a loyal one. Find out more information concerning this e-bit innovation by sending an e-mail to
negocios@ebit.com.br.
e-bit Ajuda (an assistance service) - Aiming to make life easier for consumers when making their online purchases, e-
bit created a unique and free service, which seeks to assist consumers get in touch with stores. e-bit Help! will reduce
the difficulty and time spent by consumers in attempts to communicate with the stores if they do not receive the
product. Enlist the help of e-bit and be an even more pleased consumer!
Winke - It is a place where you can share with friends and followers all of your purchases, from the most mundane, to
the most extravagant! With the tool, tell your friends which gift you want, or something new that you covet. Maybe
your desires will be fulfilled faster than you think. www.winke.com.br
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. About e-bit

WebShoppers, in its 25th edition, uses information originated from surveys with more than 5,000 virtual stores and its
e-consumers panel.
Since January 2000 e-bit has collected more than 13 million questionnaires completed after purchase via the online
system bitConsumidor.
Each month, over 200,000 new questionnaires are added.
e-bit data are collected from online shoppers immediately after the shopping experience. bitConsumidor evaluates the
store and the shopping experience, post-sale customer service and the likelihood of returning to the shop.
This information generates monthly market intelligence reports that indicate the socio-demographic profile of the
consumer, as well as the best selling products, most popular form of payment, among other data.
With this 25th WebShoppers edition, e-bit continues to contribute to internet and e-commerce development in Brazil.
Enjoy reading!
e-bit Team
. WebShoppers Data: Methodology
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 In 2011, e-commerce fulfilled expectations and reached USD 10,1 billion in revenue, which means a nominal increase of 26% over the
previous year, when earnings totaled USD 8 billion.
 Of 9 million new e-consumers, 61% belonged to middle class.
 In 2011, 53.7 million purchases were made over the internet, 34% higher than last year, when 40 million requests were made.
 In 2011, the e-commerce has seen the inclusion of two new dates responsible for the strong waves on sales: "Black Friday" in November, and
"Boxing Day", right after Christmas. The two events together moved R$ 158 million, 91% higher than that achieved on the same dates in 2010.
 As expected, with transactions increasing, the average ticket was 6.5% lower than the previous year and stood at USD 189.18.
 In the last three months of 2011, the Top 50 online stores have lost market share, compared to the same period in 2010: 89.27% to 87.73%,
while the "long-tail" rose from 10.73% to 12.27% in the same time.
 In 2012, e-commerce is expected to reach USD 12.6 billion, 25% higher than in 2011. In the first half, a period which historically accounts for
45% of sales of the year, sales of USD 5.6 billion are expected.
 The number of collective purchasing consumers will reach 9.98 million.
 Collective Purchases reached 20.5 million requests for "collective purchasing" and the average ticket was USD 42,35. The sector reached a
turnover of USD 864.8 million.
 Analyzing the requests made between August 2011 and February 2012, for stores that use behavioral marketing tools, there was an increase
of 654% over the 1st period, while standard e-commerce changed by 353%.
 In general, buyers with lower incomes are proportionately more motivated by: TV, ads and articles in newspapers and magazines, printed
catalogs and a consultant or representative of the store.
 The FIPE/Buscapé Index reported significant differences in price changes between the product groups that compose it. If we analyze the
differences between the variations in the prices of different products, it is possible to observe in general falling prices, and the 151 products
surveyed, 126 (83% of total) had an average drop of 10.4%, while only 25 had a slight average increase (2.5% in 12 months).
. Executive Summary
8
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*Dollar 1,85

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. Report Structure
PART I PART II PART III PART IV
Balance of 2011 and
Forecast for 2012
Collective Purchasing Behavioral
Targeting
FIPE/Buscapé Index
9 Copyright e-bit – All rights reserved

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. Part 1
10
PART II PART III PART IV
Balance of 2011 and
Forecast for 2012
Targeting
FIPE/Buscapé Index
PART I

1.1 – Balance of 2011 Brazilian e-commerce
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11
Another year ends with positive results for e-commerce in Brazil. In 2011, the industry anticipated and reached USD 10.1
billion in revenue, which means a nominal increase of 26% over the previous year, when earnings totaled USD 8 billion.
It is worth remembering that in 2010, the sector's growth was above average: 40%, with average annual growth over the past 10
years at 43.5%. This is due to the current economic scenario and also the influence of the World Cup. In 2011, external factors
such as the crises in Europe and the United States affected the economy and consequently the performance of e-commerce.
Revenue Growth
(in billions)
USD 3,4
USD 4,4
USD 5,7
USD 8,0
USD 10,1
2007
2008
2009
2010
2011
Source: e-bit Information (www.ebitempresa.com.br)
*Dollar 1,85

1.2 – Average ticket price
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Copyright e-bit – All rights reserved12
The average ticket was 6.5% lower than the previous year and stood at USD 189, as expected. This decrease can be explained
by the fact that in 2010 sales were heated in specific periods such as the World Cup. This boosted sales of products with high
added value, such as thin-screen televisions, contributing to the increase in value the average ticket that year. The reduction
in prices of 9.75%, indicated by FIPE/Buscapé price Index, last year also affected this decrease.
Moreover, in 2011, products with higher value continued to be preferred, due to the "Boom" of the new middle class in e-
commerce. Of the 9 million new e-consumers, 61% belonged to this class. Online retailers also reduced the payment times for
purchases, which affected the middle class ability to afford financed products.
Average Ticket
(evolution)
$163 $177 $181
$202
$189
$0
$100
$200
$300
2007 2008 2009 2010 2011
*Dollar 1,85

In 2011, e-commerce has seen the consolidation of two new dates responsible for strong sales : the "Black Friday" in November,
and "Boxing Day", just after Christmas. In traditional countries like the United States and England, these events promote
discounts that reach 70%. In Brazil, the two events together moved USD 85.4 million, 91% higher than that achieved on the
same dates in 2010.
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Revenues USD 10.1 billion
Average Ticket R$ 189
Nominal growth compared to 2010 26%
New e-consumers 9 million
Balance of e-commerce in 2011
1.2 - The main events of the year
*Dollar 1,85

1.3 - The number of consumers continues to grow ...
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Number of e-consumers
(in million)
The number of people shopping online increased by 37% compared with 2010. There were 9 million new e-consumers in 2011.
This brings to 32 million people those who made at least one purchase online. 53.7 million requests were made over the
internet, 34% higher than last year, when there were 40 million requests.
The index of satisfaction with purchases made on the Internet was also high: 86.45% of consumers have adopted and were
satisfied with the services provided by virtual stores in 2011.

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1.4 - The best-selling categories
In 2011, the categories of high value added products, such as Appliances, Computers and Electronics, were the preference of e-
consumers. Competitive prices and the payment terms offered by the stores were motivators for sales in the same way as
dates of sale, such as "Black Friday" and "Boxing Day". Fashion and Accessories, which lately have been among the most sought
after categories, established itself among the five best-selling categories, occupying the 4th position during the Christmas
season. The problem had been that consumers were accustomed to having contact with this type of product before purchasing.
Retailers began to work on these issues, achieving excellent results. The entry of the new middle class, so far "light users", also
impacted this growth. This public has become accustomed to seeking out these products on the internet as a source of gifts to
relatives and friends, as we saw at Christmas.
Best-selling product category - 2011
(volume of orders)
1º Appliances 15%
2º Computers 12%
3º Eletronics 8%
4º Health, Beauty and Medicaments 7%
5º Fashion and Accessories 7%

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1.5 - E-Commerce: increasingly democratic
One phenomenon that the market has consistently seen year after year is decentralization in the share of online shops. With
the improvement in the professionalism of companies in the "long-tail", offering secure payment methods, as well as
competitive price and good delivery policy, e-consumers have more options to do their shopping online.
Moreover, the fact that the internet is increasingly collaborative contributes greatly to this market movement, as people are
inspired by shopping experiences from other users.
According to data collected by e-bit, in the last three months of 2011, the Top 50 lost market share compared with the same
period in 2010: 89.27% to 87.73%, while the "long-tail "rose from 10.73% to 12.27%.
2012: End of the world? Not for e-commerce
In 2012, e-commerce should continue to grow in the same rhythm presented in 2011. Although the market is in a good state,
the international scene could influence the results. The crisis in Europe, the expected reduction in the pace of Chinese growth
and the fact that the U.S. economy is still recovering, may generate some negative effect on the pace of economic growth,
affecting the retail sector as a whole. On the other hand, the reduction in interest rates and government incentives through
reduced taxes will help to balance this scenario.
It is expected that by the end of 2012, e-commerce will reach USD 12,6 billion, a nominal value 25% higher than in 2011. Only
in the first half, a period in which historically accounts for 45% of sales, USD 8 billion are expected.

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1.6 – 2012: End of the world? Not for e-commerce
The increase in the frequency of purchases combined with falling prices in e-commerce can influence the value of the average
ticket. It is estimated that in 2012, average spend will be USD 183, 2.7% lower value in relation to the previous year, when the
average stood at USD 189.
However, products with higher added value such as appliances, electronics and information equipment will retain high sales. In
addition to the facilities offered by stores that attract consumers, some of these categories already receive, or should receive,
tax incentives to maintain heated sales.
Categories with lower average tickets, such as "Fashion" and "Health, Beauty & Drugs," grew above the market average. This is
due to the maturing of the industry, and consumers who better understand online shopping and feel more comfortable in
performing this type of purchase over the Internet.
Revenue Growth – First halfs
(in billion)
USD 1,4
USD 2,1
USD 2,5
USD 3,7
USD 4,5
USD 5,6
2007 2008 2009 2010 2011 *2012
Source: e-bit Information
(www.ebitempresa.com.br)
* forecast
*Dollar 1,85

. Part 2
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PARTE II PART III PART IVPART I PART II
Balance of 2011 and
Forecast for 2012
Targeting
FIPE/Buscapé Index

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2.1 - Collective Purchasing: Overview of the market
The concept of "collective purchasing" (special offers; coupons) is not new in the e-commerce market. The industry came to
Brazil in 2010 and soon won over e-consumers with their offers and discounts. The culture of the coupon, so common in
countries like the United States, became part of everyday life for the Brazilian public.
In 2011, the number of consumers who adhere to this type of e-commerce reached 9.98 million. 20.5 millions requests were
made and the average ticket was USD 42,35. The sector achieved USD 864,8 million.
The trend for the next year is that the industry will increasingly professionalize, with larger players gaining share, while the
smaller players will be acquired or explore niches.
Revenues USD 865 million
Number of Coupons 20.5 million
Average Ticket R$ 42
Market balance of collective purchasing in 2011
period: 2011
*Dollar 1,85

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2.2 - An X-ray of the categories
“Collective purchasing" is already mature among the public. However, in a survey conducted by e-bit, it became evident that
despite having gained popularity, the industry still needs improvement.
In the evaluation of e-consumers, "Bars and Nightclubs" and "Food" are the categories with the highest satisfaction levels.
The category "Products" received the lowest score in relation to service. This is explained by the fact that often the partners
are small and are not prepared to meet the large volumes of inquiries, especially because of aggressive prices and delays
arising from the importation of products. Moreover, consumers are accustomed to the standard of care of the traditional e-
commerce stores, which offer shorter delivery methods. These deficiencies must be remedied as the sector is structured and
strengthened.
Best-Selling Categories
22%
21%
19%
9%
7%
5%
4%
2%
1%
11%
23%
8%
27%
6%
4%
2%
18%
2%
1%
9%
Health and Beauty
Food
Products
Fun and Entertainment
Services
Bars and Nightclubs
Hotels and Travel
Courses and Classes
Sports
Others
Coupons sold Revenue
period: 2011

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2.3 - Profile of collective purchasing consumers
In volume of sales of coupons, the winning category was "Health and Beauty," which demonstrates the strong female presence
among consumers. In the second and third place was "Food" and "Products", respectively.
Profile
The collective purchasing public is overwhelmingly female. Women account for 64% of e-consumers, which can be explained by
the types of products and services offered by the segment and also by the strong presence of them in social networks. Overall,
the age group of those who purchase on these sites is 39 years. Furthermore, 56% are graduates and the average income of
these consumers is USD 2,172 per month.
Period: 2011 – Sample: 98.031
Gender
Source: e-bit Information(www.ebitempresa.com.br)
Period: 2011 – Sample: 87.957
Household Income
Males
Females
Rather not say
More than USD 6.486
Between USD 4.324 and
USD 6.486
USD 4.324
USD 2.702
Between USD 540 and
USD 1.621
Less than USD 540
*Dollar 1,85

Average scores by categories: e-bit research and evaluation of the partner
2.4 – Evaluation of Collective Shopping sites
Support:
period: 2011
Bars and nightclubs
Food
Fun and Entertainment
Beauty and Health
Services
Hotels and travel
Sports
Courses and Classes
Products
Others
Store Partner

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. Part 3
Balance of 2011 and
Forecast for 2012
Targeting
FIPE/Buscapé Index

Support:
3.1 - The behavior of the e-consumer
Abandonment and recovery of virtual shopping cart
The evolution of e-commerce has come a long way since its beginning. Many changes occurred in operations, technology, and
especially in customer behavior. It seems as if every customer has a unique profile and a way to browse and do their shopping
spree.
Within e-commerce, behavioral targeting has an increasingly important role both in the purchase of media, which maps the
traffic, and behavior of the users, by monitoring their buying tendencies.
Today, due to market demand, there are tools that use artificial intelligence to allow interactions with the customer. A few
more advanced products can perform this tracking in real time and also recommend products with the highest propensity to
sell, all based on browsing history in the partner network. These tools can trace the history of stores visited and allow a
purchase, abandoned at check-out, to be recovered at rates that average 20%.
For the 25th edition of WebShoppers, eBehavior, a company focused on behavioral marketing in e-commerce, in partnership
with e-bit, made a specific survey for "Fans. This sponsored survey was conducted to demonstrate how the shops that have
behavioral targeting, exhibit a much higher conversion on sales than stores that do not invest in this type of solution.

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3.2 - The behavior of e-consumer
Analyzing the requests made between August 2011 and February 2012, for stores that use behavioral marketing, there was an
increase of 654% over the 1st period, while for general e-commerce the change was 353% (considering only the sale of fans).
The same analysis made for seasonal peak periods, like Christmas, the variation is even more impressive: in August of 2011
compared with December of 2011, the number reaches 853% while the market grew 219%.
0
200
400
600
800
1000
ago/11 set/11 out/11 nov/11 dez/11 jan/12 fev/12
Evolution between periods
(sample 100 in Aug/11)
Buscas Pedidos Abandonos Pesquisas e-commerce
Source: e-bit- E-commerce researches (www.ebitempresa.com.br)
Source: eBehavior- Searches, requests and abandonments (www.ebehavior.com.br)
Searches Orders Dropouts E-commerce researches

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3.3 - The behavior of e-consumer
Latency of purchase
Trying to understand the behavior of e-consumer, e-bit conducted a survey of the time interval in which e-consumers are
looking for a product, until the moment of purchase. According to survey data, more than half of consumers that compared
prices for Appliances, Computers, Electronics and Telephony in Buscapé, or Bondfaro, buy up to one day after the search, and
approximately 75% buy within a week.
Regarding motivators that led consumers to undertake purchases, the survey indicated that, in general, buyers with lower
incomes are proportionately more motivated by: TV, ads and articles in newspapers and magazines, printed catalogs and a
consultant or representative of the store. In contrast, higher income are more motivated by price comparison engines, wedding
lists, portals and websites of the manufacturer.
Who compared prices, bought in how many days?
Source: Buscapé (www.buscape.com.br) and Bondfaro (www.bondfaro.com.br). Period: January/2012
General market Appliances Computers Eletronics Telephony
In 1 day In 7 days In 15 days In 30 days

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. Part 4
Balance of 2011 and
Forecast for 2012
Targeting
FIPE/Buscapé Index

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4.1 - FIPE/Buscapé Index
A decisive factor for consumers is the price of products. No wonder that price comparison engines have become strong allies of
consumers. Keeping this in view, the FIPE/Buscapé Index was launched. A report that provides a monthly snapshot of more than
1.3 million products in Brazilian e-commerce.
e-bit data indicate that between 2001 and 2011 e-commerce has grown an average of 43.5% per year. The index will further
contribute to monitor the change of prices of products in 10 categories and 151 subcategories that represent about 80% of
purchases made online.
Developed with the methodology of FIPE (Economic Research Institute Foundation) from a detailed analysis of data collected
from Buscapé, which has more than 50,000 stores listed, representing virtually all e-commerce, and e-bit, responsible for
collecting the assessment of consumers in more than 5.000 stores across Brazil, FIPE/Buscapé Index was created to serve the
interest of various stakeholders who, previously, had no access to detailed data on prices in online stores.
The deflation in one year of diversity of information ...
Analyzing the period of one year, February 2012 to February 2011, there was a deflation (-9.75%) in Brazilian e-commerce. This
number, moreover, was strongly opposed to price indexes to general consumers, such as the IPCA-IBGE, which increased by
6.15%, and the IPC-FIPE, which grew 5.30% over the same period.

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4.2 - FIPE/Buscapé Index
The FIPE/Buscapé Index also registered significant difference in the variations of asking price of different product groups. If we
analyze the differences between the variations in prices of various products, it s possible to observe a general falling of prices.
Of the 151 products surveyed, 126 (83% from total) fell 10.4%; only 25 had a slight increase average (2.5% in 12 months).
The segment with the largest drop was Telephony (-18.9%), influenced mainly by cell phones, which fell by 20%. The second
category with the greatest drop was Electronics (-17.9%), especially Televisions (-19%), Blu-ray (-24%) and GPS (-16%). The
category of Appliances was down (-5.7%) in asking price during the reported period.
The reduction in taxes in December 11 taxes for "refrigerators" (15% to 5%), "washers" (20% to 10%) and "cookers" (0 to 4%)
caused a marginal decline of prices (-6 2%) (-6.7%) and (-2.5%), respectively. Although the end of the exemption is scheduled
for March this year, impacted products showed the following increases in prices in the first two months of 2012: refrigerators
(1.6%), washers (2.1%) and ovens (0.6 %).
If we analyze the variation of prices only in the period September 2011 to February 2012 for some unique products that make
up the FIPE/Buscapé Index , we realize that there is huge variation in prices between competing products during the studied
period.

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4.3 – Chart: variation of categories (in reals –R$)

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. Credits / Main Clients

Support:
. Credits / About Câmara-e.net
Câmara Brasileira de Comércio Eletrônico (Camara-e.net), founded in May 7, 2001, is the leading multi-sector body of
the Digital Economy in Brazil and Latin America. Its focus is on electronic business as a strategic factor in sustainable
economic development. Its mission is to empower individuals and organizations to promote and understand safe e-
business, through the dissemination of cutting-edge knowledge, and advocating consensus positions among public and
private, national and international organizations and policies. Among the main priorities of Camara-e.net is
formulating and proposing public policies, which promote the benefits of universal information and communication
technologies to regulatory and market authorities. The 100 members of the organization represent the leading
companies of the major sectors of the Brazilian economy and the world.
Go www.camara-e.net.

Support:
. Contacts
www.ebitempresa.com.br
Pedro Guasti
VP of Intelligence Marketing to Buscapé
e-bit General Director
President of the board of E-Commerce-Fecomercio
Cris Rother
Managing Director Latin America
negocios@ebit.com.br
+55 11 3848-8730
www.camara-e.net
Ludovino Lopes
President
ludovino.lopes@camara-e.net
www.fecomercio.com.br www.ebehavior.com.br
André Franken
Director
comercial@ebehavior.com.br
+55 11 3848.8700 ext.9965

Webshoppers 25th edition - english version

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