Inflation increases importance of e-commerce in retail

One of the trends accelerated by the pandemic, the online purchase of supermarket products has become an indispensable part of the strategy and revenue of the main retailers in the country.

According to figures from Abras (Brazilian Association of Supermarkets), 44% of supermarkets sell via WhatsApp, and 36% operate via e-commerce.

Not only the new habits introduced with the health crisis, but also food prices have contributed to the consumer, pressured by the crisis at the time of purchase, to look for both new channels and new shopping centers.

The food and beverage inflation measured by the IBGE in the last 12 months registered a high of 13.47% until April, but for some products of the basic basket the variation in the consumer price can reach almost 200%.

“There was already a trend towards greater demand for home deliveries. But through digital channels there is also the price comparison process, which is an important point in a context of depressed income”, explains Silvio Laban, marketing professor at Insper.

In this scenario, the most remembered brands in the Datafolha survey have in common the investment in digitalization and logistics — with diversification of sales channels and partnerships to make faster deliveries.

Wholesaler: Assaí and Atacadão

In addition to investing in the physical, wholesale is turning to digitalization

On the rise, the so-called wholesale has been investing not only in more attractive interfaces in physical stores, but also in improving the online customer experience.

According to Abras, the wholesale market accounted for 51% of sales and concentrated 41% of investments from supermarkets in 2021. The two biggest brands in the sector, Assaí and Atacadão, each follow their strategy to serve the customer in digital – both shared the podium in the online wholesaler category, with 8%, according to a Datafolha survey.

In the case of Atacadão, the volume of sales through online channels increased by almost eight times in the first quarter of this year compared to the last three months of 2021. One of the steps to contribute to the result was the acquisition, in 2020, of 51 % of startup CotaBest, which offers solutions for buying and selling on the internet.

The operation allowed the development of a marketplace, which, in addition to selling products from the Atacadão units, also lists goods from more than 300 partner sellers, including beverages and office items. The brand also works with deliveries through platforms such as Rappi, depending on the unit.

The partnership with delivery applications was also the strategy adopted by Assaí to fulfill online orders. With Cornershop, for example, the brand’s delivery coverage reaches 55 cities and 17 states in the country. Sales through the channel grew 178% in the first four months of operation, which began in September last year. The chain plans to expand the service to other delivery companies.

With the increase and the consumer’s search for lower prices, Assaí’s net sales generated BRL 11.4 billion in the first three months of 2022, an increase of 81% compared to the same period in 2019.

ASSAI
8% of the mentions
Foundation

1974
Thirst

Sao Paulo
users

do not inform
digital channels

App, social networks (such as Instagram and WhatsApp) and delivery platforms

ATTACK
8% of the mentions
Foundation

1962
Thirst

Sao Paulo
users

do not disclose
digital channels

Marketplace, social networks (like Instagram) and delivery apps

In the race for internet sales, brands reinforce logistics

Three companies tied in the preference of Brazilians when asked by Datafolha which is the best supermarket on the internet: Americanas (5%), Carrefour (4%) and Extra (4%).

In the case of Americanas, the pandemic made the category one of the highlights of its ecommerce. In August 2021, the brand announced the acquisition for R$2.1 billion of Hortifruti Natural da Terra to meet the demand for fresh food. With the transaction, it became possible to buy through the Americanas website and receive items from 77 hortifruti stores in four states.

In addition to Natural da Terra, Americanas has more than 1,500 partners connected to its marketplace, including neighborhood markets and national groups.

One of Carrefour’s initiatives to keep up with changes in consumption was the delivery of food within two hours, implemented in October 2021, with products purchased online leaving store shelves instead of exclusive stocks. “Any physical point can be considered a mini-distribution center”, says Samuel James, director of the digital department at Grupo Carrefour Brasil.

Extra went through a division of its operations that culminated in 2019, when Grupo Pão de Açúcar sold its stake in Via, a company that owns brands such as Casas Bahia and Ponto.

Since then, GPA has run the Clube Extra e-commerce (clubeextra.com.br), which offers delivery of fresh and perishable products in up to two hours or pick-up in just one hour at Mini Extra and Mercado Extra stores.

Via, on the other hand, continued to lead Extra.com.br, an electronics marketplace that also offers household items and perishable foods — which allows for repeat purchases and an increase in customers’ average ticket.

AMERICAN
5% of the mentions
Foundation

1929
Thirst

Rio de Janeiro
users

52 million
digital channels

Website, app and social networks (such as Instagram and WhatsApp)

CARREFOUR
4% of the mentions
Foundation

1959, in Brazil since 1975
Thirst

Massy (France)
users

700 thousand in ecommerce and 1.2 million in the app
digital channels

Website, app and social networks (such as TikTok and WhatsApp)

EXTRA
4% of the mentions
Foundation

1989

Extra Club

Controlled by Grupo Pão de Açúcar
Thirst

Sao Paulo
Foundation

1989
digital channels

Clubeextra.com.br website and app, WhatsApp and partner platforms

extra.com.br
Website run by Via, owner of Casas Bahia
Thirst

Sao Paulo
digital channels

App, Website and WhatsApp