O Consolidated revenue in national e-commerce reached R$16.8 billion in the first half of November, a result 21.5% higher than that observed in the same period in 2023, according to Neotrust Confi.
The consultancy specializing in digital retail points out that the result was driven by the beginning of the Black Friday period, whose promotions have been extended throughout the month.
Neotrust’s “Black Friday Hora Hora” tool shows that 49.8 million orders were registered in e-commerce during the period, an increase of 30.8%. The company assesses that this trend indicates that 2024 could be consolidated as another positive year for Brazilian e-commerce.
The average ticket – the average individual value of purchases – was R$336.28, representing a drop of 7.1% compared to 2023.
Neotrust also highlighted the order basket for the period, which presented an average of 2.7 items per purchase – a drop of 5.6% compared to the same period last year -, and the average shipping of R$29.02 – an increase of 58%.
One of the highest revenue categories continues to be household appliances. In just one day, November 11, the category had revenues of R$137 million, indicating an increase of 51.26% compared to 2023.
Another class of products that stood out was telephony (cell phones and tablets), which registered R$107 million on November 7th, an increase of 30.83%.
Projection for Black Friday 2024
Neotrust projects that this year’s Black Friday will register a 9.1% growth in revenue compared to 2023. The period covering the promotional date, from November 28th to December 1st, should record revenues of R$9.3 billion in Brazilian e-commerce, according to the company.
The categories that should be highlighted during the commercial period are household appliances, fashion and accessories, health, air and ventilation and beauty and perfumery.
On the other hand, the sectors that are expected to show little growth are furniture, pet shops, food and beverages and telephony.
