E-commerce has 1.7 billion hits in December and sees a ‘dance of chairs’

The main virtual retailers in the country received a total of 1.72 billion hits in the month of December. The number was close to the monthly average for 2021, of 1.75 billion accesses.

Compared to the previous month, the Black Friday period, December had a 14.76% drop in the e-commerce audience in Brazil. The data are from the E-commerce Sectors Report, by Conversion, a Search Engine Optimization (SEO) agency.

According to an analysis by Conversion, even with investment and demand falling in December, some companies grew, while others followed the downward trend.

The travel shopping site Booking gained eight positions, taking the ninth position in the national e-commerce ranking in terms of number of hits. He is the only one from the Tourism sector on the list.

In addition to Booking —in the Top 10 of hits— only Shopee increased the number of views on its website during the month.

Extra, in turn, left the group of the ten biggest sites and lost ten positions in the ranking. It was also observed that Amazon and Shopee each gained a position.

According to the Conversion study, the list of the ten largest e-commerce sites in terms of number of hits has Mercado Livre in first place, with Americanas in second position and Amazon Brasil in third.

They are followed by Magazine Luiza, Shopee, Casas Bahia, AliExpress, Netshoes (which also belongs to Magazine Luiza), Booking and Samsung.

The report shows that, on average, each Brazilian accessed e-commerce sites in the month about eight times. Each access, in turn, can have many pages viewed.

The preferred channel to reach stores is “direct” (when the store address is entered): it represents 44% of accesses. Organic search (when the customer searches for products on Google) was 26.6%.

Paid search (when customers access search engine ads) accounted for 19.4%. Traffic from social networks represents only 3.1%.