Five Key Online Retail Trends In Latin America - Zia Daniell Wigder

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Zia Daniell Wigder - VP e Diretora de Pesquisas da Forrester Research fala sobre "Five Key Online Retail Trends In Latin America" no Fórum E-Commerce Brasil 2014.

Varejo

Five Key Online Retail Trends In
Latin America
Zia Daniell Wigder, VP & Research Director
August 12, 2014

Online retail growth rates in the region
remain high
Mexico
2014: $2.8B
2018: $5.5B
Argentina
2014: $3.3B
2018: $6.8B
Source: Forrester Research Online Retail Forecast, 2013 To 2018 (Latin America)
Brazil
2014: $19.0B
2018: $35.0B

Five trends will have a significant
impact on the region
© 2014 Forrester Research, Inc. Reproduction Prohibited 3

© 2014 Forrester Research, Inc. Reproduction Prohibited 4

Evolving eCommerce markets follow a
similar path
Source: June 2013 “The Evolution Of Global eCommerce Markets”

Brazil’s eCommerce market will shift
with time — and not just in size
© 2014 Forrester Research, Inc. Reproduction Prohibited 6

© 2014 Forrester Research, Inc. Reproduction Prohibited 7

Understand who your mobile customers
are and how they are using mobile devices
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
Sourc: Engadget (www.engadget.com/2014/01/27/smartphone-hotel-key/ )

Spending on US tablet initiatives soared
after tablets surpassed 10% penetration
• Stated investment in smartphone initiatives
in 2011: $461,250
• Planned investment in smartphone
initiatives in 2012: $462,840
• Stated investment in tablet initiatives in
2011: $55,114
• Planned investment in tablet initiatives in
2012: $206,932
Source: The State of Retailing Online 2012, a Shop.org study conducted by Forrester Research
© 2014 Forrester Research, Inc. Reproduction Prohibited 9

© 2014 Forrester Research, Inc. Reproduction Prohibited 10

Marketplaces options are becoming
more common in Latin America today
© 2014 Forrester Research, Inc. Reproduction Prohibited

© 2014 Forrester Research, Inc. Reproduction Prohibited 13

The pivot to intelligence is happening
globally
© 2014 Forrester Research, Inc. Reproduction Prohibited

The number of analytics professionals
goes up substantially with revenue
© 2014 Forrester Research, Inc. Reproduction Prohibited

© 2014 Forrester Research, Inc. Reproduction Prohibited 16

Omnichannel initiatives are and will
continue to be a major focus for retailers

Inventory availability is becoming more
transparent

However, omnichannel excellence is
pricey and generally takes years
© 2014 Forrester Research, Inc. Reproduction Prohibited 19

In summary
• Consumers in Brazil are poised to buy
across a greater variety of categories online
• The real mobile revolution has yet to hit
• Marketplaces will be an increasingly critical
channel for brands
• Retailers must start to focus more time and
resources on customer intelligence
• Online/offline integration will be a critical
differentiator for traditional retailers
Source: The State of Retailing Online 2012, a Shop.org study conducted by Forrester Research
© 2014 Forrester Research, Inc. Reproduction Prohibited 20

What other eCommerce trends will impact
Brazil? Help us quantify the answer!
© 2014 Forrester Research, Inc. Reproduction Prohibited 21

Thank you
Thank you
Zia Daniell Wigder
zwigder@forrester.com
@zdwigder

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