Summer boosts overall sales in e-commerce, but seasonal products record fall, research shows

The summer of 2024 brought mixed results for Brazilian e-commerce, according to a survey conducted by Neotrust, a market intelligence company focused on e-commerce. While general sales showed growth, products traditionally associated with the season, such as sunscreen and cameras, registered a fall compared to the same period of the previous year.

According to Neotrust data, released by CNN, general sales in e-commerce grew 3.6% in January and February this year, compared to the same months of 2023. The average ticket for online purchases also increased by 7.2%, from R$ 455.15 to R$ 487.85.

However, when analyzing specific categories of seasonal products, the research identified a decrease in sales. Items such as sunscreen, sunglasses, cameras and sporting goods recorded a fall of 10.2% in revenue during the summer of 2024, compared to the same period of the previous year.

Despite the decrease in seasonal products, some categories stood out positively. Sales of fans and air circulators grew 41.3%, driven by high temperatures recorded in several regions of the country. Already air coolers and humidifiers had an increase of 36.7% in online sales.

According to Paulina Goncalves Dias, Head of Intelligence at Neotrust, the results reflect changes in consumer behavior.“The growth of general sales in e-commerce demonstrates the consolidation of this channel as a convenient and advantageous option for Brazilians.However, the fall in seasonal products may indicate greater consumer caution regarding spending considered superfluous, given the still challenging economic scenario”, he analyzes.

Neotrust's survey also revealed a greater share of consumers in the North and Northeast regions in online shopping during the summer.Together, these regions accounted for 27.3% of sales in the period, an increase of 2.1 percentage points over the previous summer.This growth suggests greater digital inclusion and access to e-commerce in previously less representative areas.

With the arrival of autumn and the prospect of milder temperatures, the expectation is that the seasonal product categories associated with summer continue to show a slowdown in online sales. However, the trend of growth of general sales in e-commerce should continue, as Brazilian consumers get used to shopping through digital channels, in search of convenience, variety and competitive prices.