Segundo o Relatório Setores do E-commerce, elaborado pela Conversion, cai por terra a tese de que o crescimento do varejo virtual seria afetado pela retomada gradual do comércio presencial.
Indicadores do mês de outubro do Relatório Setores do E-commerce, elaborado periodicamente pela Conversion, agência de Search Engine Optimization (SEO) refutam a tese de que o crescimento do varejo virtual seria afetado pela retomada gradual do comércio presencial no Brasil. Segundo o estudo, os principais sites brasileiros de comercialização de produtos e serviços receberam um total 1,69 bilhões de acessos, um aumento de 1,58% em relação ao mês anterior.
De acordo com o relatório, cada brasileiro acessou em média cerca de 8 vezes os sites de e-commerce no mês. Cada acesso, por sua vez, pode ter a visualização de muitas páginas. Os canais preferidos para chegar às lojas são “direto” (quando ele digita o endereço da loja e representa 43,3% dos acessos), busca orgânica do Google (28,1%) e busca paga (19,3%). Tráfego de redes sociais representam apenas 3,1%.
“Esse crescimento no mês de outubro indica que o e-commerce não representa uma mera alternativa ao varejo físico, mas sim uma mudança mais profunda de comportamento do consumidor”, explica Diego Ivo, CEO da Conversion. Setores que mais cresceram e que mais caíram
A movimentação do e-commerce em outubro reforça a tese do estudo com a retomada verificada do turismo online, que registrou alta de 9,36% no período. Seguindo a mesma tendência positiva, cresceram os setores de Pet (7,47%), Moda & Acessórios (4,06%), Cosméticos (3,42%), Ferramentas & Acessórios (3,03%) e Farmácia & Saúde (2,04%).
Quando analisados os setores que retraíram, o estudo não encontrou, entretanto, nenhum que tivesse queda tão expressiva. Em ordem de maiores quedas, estão os seguintes setores: Educação, Livros & Papelaria (-2,89%), Presentes & Flores (-2,38%), Casa & Móveis (-2,25%), Itens Automotivos (-1,37%) e Calçados (-0,82%).
Ranking dos 10 maiores e-commerces do Brasil
O Relatório Setores do E-commerce no Brasil também apresenta, mensalmente, o ranking dos principais e-commerces do país. Esse ranking está dividido em um geral e outro para cada uma das 18 categorias. No geral, a lista é composta de: 1. Mercado Livre (30%), 2. Americanas.com (14%), 3. Magazine Luiza (13%), 4. Amazon Brasil (11%) e 5. Casas Bahia (9%). O percentual se refere apenas aos 10 principais sites.
Share of Search e as marcas com maior participação de mercado
A métrica do Share of Search (https://www.conversion.com.br/blog/share-of-search/) é a parcela de busca de uma marca dentro da categoria de consumo em que ela atua. A fórmula para calcular o Share of Search é dividir o volume de buscas por uma marca pelo volume total de buscas de todas as marcas daquele segmento. O fato importante sobre ela é que a parcela de buscas é preditiva em relação ao market share, conforme demonstrou estudo de Les Binet.
No estudo da Conversion, foi analisado o Share of Search de todos os principais setores do e-commerce brasileiro. Pelo relatório, nota-se que muitos setores são dominados por um ou dois players. Exemplo disso é o mercado de pet, que concentra 79% entre Petz (44%) e Cobasi (35%), ou o de joias e relógios, que tem 66% do share em Vivara (34%) e Pandora (32%). Porém, o líder absoluto é a LojadoMecânico, maior e-commerce de ferramentas & acessórios.
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