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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....
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 Prohi...
© 2014 Forrester Research, Inc. Reproduction Prohibited 7
Understand who your mobile customers 
are and how they are using mobile devices 
© 2014 Forrester Research, Inc. Reproduct...
Spending on US tablet initiatives soared 
after tablets surpassed 10% penetration 
• Stated investment in smartphone initi...
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Marketplaces options are becoming 
more common in Latin America today 
© 2014 Forrester Research, Inc. Reproduction Prohib...
China’s Tmall helped establish 
marketplaces as a key channel for brand 
owners 
© 2014 Forrester Research, Inc. Reproduct...
© 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 Pr...
© 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 Prohibi...
In summary 
• Consumers in Brazil are poised to buy 
across a greater variety of categories online 
• The real mobile revo...
What other eCommerce trends will impact 
Brazil? Help us quantify the answer! 
© 2014 Forrester Research, Inc. Reproductio...
Thank you 
Thank you 
Zia Daniell Wigder 
zwigder@forrester.com 
@zdwigder
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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.

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

  1. 1. Five Key Online Retail Trends In Latin America Zia Daniell Wigder, VP & Research Director August 12, 2014
  2. 2. 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
  3. 3. Five trends will have a significant impact on the region © 2014 Forrester Research, Inc. Reproduction Prohibited 3
  4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. Evolving eCommerce markets follow a similar path Source: June 2013 “The Evolution Of Global eCommerce Markets”
  6. 6. Brazil’s eCommerce market will shift with time — and not just in size © 2014 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7
  8. 8. 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/ )
  9. 9. 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
  10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Marketplaces options are becoming more common in Latin America today © 2014 Forrester Research, Inc. Reproduction Prohibited
  12. 12. China’s Tmall helped establish marketplaces as a key channel for brand owners © 2014 Forrester Research, Inc. Reproduction Prohibited
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. The pivot to intelligence is happening globally © 2014 Forrester Research, Inc. Reproduction Prohibited
  15. 15. The number of analytics professionals goes up substantially with revenue © 2014 Forrester Research, Inc. Reproduction Prohibited
  16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. Omnichannel initiatives are and will continue to be a major focus for retailers
  18. 18. Inventory availability is becoming more transparent
  19. 19. However, omnichannel excellence is pricey and generally takes years © 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. 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
  21. 21. What other eCommerce trends will impact Brazil? Help us quantify the answer! © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. Thank you Thank you Zia Daniell Wigder zwigder@forrester.com @zdwigder

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