The summer of 2024 brought mixed results for Brazilian e-commerce, according to research conducted by Neotrust, market intelligence company focused on e-commerce. While overall sales showed growth, the products traditionally associated with the season, like sunscreen and cameras, registered a decline compared to the same period of the previous year
According to data from Neotrust, released by CNN, overall sales in e-commerce grew 3,6% in January and February of this year, in comparison with the same months of 2023. The average ticket of online purchases also showed an increase of 7,2%, passing R$ 455,15 for R$ 487,85
However, when analyzing specific categories of seasonal products, the research identified a contraction in sales. Items like sunscreen, sunglasses, cameras and sports articles recorded a drop of 10,2% in revenue during the summer of 2024, in relation to the same period of the previous year
Despite the contraction in seasonal products, some categories stood out positively. Sales of fans and air circulators grew 41,3%, driven by the high temperatures recorded in various regions of the country. Air conditioners and humidifiers had an increase of 36,7% in online sales
According to Paulina Gonçalves Dias, Head of Intelligence at Neotrust, the results reflect changes in consumer behavior. The growth of overall sales in e-commerce demonstrates the consolidation of this channel as a convenient and advantageous option for Brazilians. However, the decline in seasonal products may indicate greater consumer caution regarding spending considered frivolous, in the still challenging economic scenario, analysis
Neotrust's research also revealed a greater participation of consumers from the North and Northeast regions in online shopping during the summer. Together, these regions represented 27,3% of sales in the period, an increase of 2,1 percentage point compared to the previous summer. This growth suggests greater digital inclusion and access to e-commerce in previously underrepresented areas
With the arrival of autumn and the prospect of milder temperatures, the expectation is that the categories of seasonal products associated with summer will continue to show a slowdown in online sales. However, the trend of growth in overall sales in e-commerce is expected to continue, as Brazilian consumers become accustomed to shopping through digital channels, in search of convenience, variety and competitive prices
