Datafolha: See the best online supermarkets – 06/29/2023 – Tech

Brazilians are integrating internet shopping into their routine. If in 2021, appliances and electronics were responsible for the largest number of online sales, since last year the categories that drive the sector are food and beverages, perfumery and cosmetics, health and baby items.

NielsenIQ Ebit’s Webshoppers report released in March points out that, in 2022, 39% of purchases made in the digital environment were from pharmacies and 29% from supermarkets – most were made by smartphone, through apps. In addition, according to the survey, there was an 82% increase in web food and beverage orders between 2021 and 2022.

In the survey O Melhor da Internet, carried out by the Datafolha institute, the Carrefour and Atacadão markets received 12% and 11% of mentions, respectively, in the category of internet supermarkets. The survey heard 1,558 internet users aged 16 or over and the margin of error is three percentage points.

The most purchased items on Carrefour’s digital channels, for example, are beer, milk, soft drinks, chocolate and ready-made juice. “We focus intensely on the customer experience and have made great strides in the last 12 months, both in terms of ease of purchase on the Meu Carrefour app and the quality of delivery,” says Samuel James.

According to the spokesperson, Grupo Carrefour Brasil’s goal is to be a leader in food e-commerce. Also in the race are GPA (Grupo Pão de Açúcar) and marketplaces like Amazon and Market Livre, as well as delivery apps like iFood and Rappi.

In 2023, Carrefour was responsible for providing the weekly purchases made by participants of Big Brother Brasil, on TV Globo. In the last three years, the market sponsorship had been carried out by Americanas.

According to Samuel James, digital director of Grupo Carrefour Brasil, participating in the BBB was a big bet for the company and boosted the visibility of online sales. Carrefour is experiencing a series of criticisms after cases of racism in its stores — in May, it announced that it will require the use of cameras in security uniforms after a black couple was attacked in a supermarket of the chain in Salvador.

In the Datafolha survey, Brazilians also cited Assaí as one of the best supermarkets on the internet (12%). Interestingly though, the network does not have an e-commerce platform.

According to Luiz Carlos Araújo Costa, director of operations in the South and Southeast of Assaí, the increase in the network’s presence in the country has been accompanied by digitalization. “Since 2021, we have deepened the strategies that connect the facilities of the digital world with our physical units, seeking convenience and economy.”

The company has partnered with delivery apps such as Cornershop and Rappi, so that customers can buy digitally at the units and receive them at home or at their stores.

In April of this year, the group launched the free app Meu Assaí, which in just over 30 days had more than 2 million downloads. The tool offers personalized discounts and exclusive offers, in addition to a digital wallet, in which the customer can accumulate a cashback balance for future purchases.

“The mention in the Best of the Internet reflects the strength and knowledge of the brand”, says the director of operations.

Warrefour
12% of mentions
Foundation
1959 in France, 1975 in Brazil
Thirst
São Paulo
Users
does not disclose
digital channels
app and website

Atacadão
11% of mentions
Foundation
1962
Thirst
São Paulo
Users
does not disclose
digital channels
app and website

Assaí
12% of mentions
Foundation
1974
Thirst
São Paulo
Users
No e-commerce
digital channels
App discounts and delivery apps