The summer of 2024 brought mixed results for Brazilian e-commerce, according to research conducted by Neotrust, a market intelligence company focused on e-commerce. While overall sales showed growth, products traditionally associated with the season, such as sunscreen and cameras, saw a decline compared to the same period the previous year.
According to Neotrust data, released by CNN, overall e-commerce sales grew 3.6% in January and February of this year, compared to the same months in 2023. The average online purchase ticket also increased by 7.2%, rising from R$ 455.15 to R$ 487.85.
However, when analyzing specific categories of seasonal products, the research identified a sales decline. Items such as sunscreen, sunglasses, cameras, and sporting goods saw a 10.2% drop in revenue during the summer of 2024 compared to the same period the previous year.
Despite the decline in seasonal products, some categories stood out positively. Sales of fans and air circulators grew by 41.3%, driven by high temperatures in various regions of the country. Meanwhile, air conditioners and humidifiers saw a 36.7% increase in online sales.
According to Paulina Gonçalves Dias, Head of Intelligence at Neotrust, the results reflect changes in consumer behavior. ‘The growth in overall e-commerce sales 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 what are considered unnecessary expenses, given the still-challenging economic scenario,’ she analyzes.
Neotrust’s research also revealed greater participation from consumers in the North and Northeast regions in online shopping during the summer. Together, these regions accounted for 27.3% of sales during the period, an increase of 2.1 percentage points 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 seasonal product categories associated with summer will continue to experience a slowdown in online sales. However, the trend of growth in overall e-commerce sales should continue as Brazilian consumers become more accustomed to shopping through digital channels, seeking convenience, variety, and competitive prices.
