{"id":121464,"date":"2022-05-16T12:39:21","date_gmt":"2022-05-16T12:39:21","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=121464"},"modified":"2024-07-04T11:08:43","modified_gmt":"2024-07-04T11:08:43","slug":"ecommerce-benchmarks-metrics","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/pt\/ecommerce\/retail-insights\/ecommerce-benchmarks-metrics\/","title":{"rendered":"Benchmarks do setor para impulsionar sua estrat\u00e9gia de e-commerce em 2022"},"content":{"rendered":"<p>Se voc\u00ea trabalha na \u00e1rea de marketing, pesquisa ou estrat\u00e9gia de e-commerce, medir o desempenho \u00e9 provavelmente uma das suas principais responsabilidades. Mas para fazer isso de forma eficaz, voc\u00ea precisa se concentrar nos dados certos. Em outras palavras, voc\u00ea precisa entender o que seus concorrentes e o setor est\u00e3o fazendo para impulsionar o tr\u00e1fego e como voc\u00ea pode super\u00e1-los. Ou seja, voc\u00ea precisa fazer <a href=\"https:\/\/www.similarweb.com\/corp\/pt\/research\/benchmarking\/\">benchmarking da concorr\u00eancia<\/a>.<\/p>\n<p>Como parte de uma s\u00e9rie de blogs que usam os dados mais recentes para 2022, este artigo revela m\u00e9tricas de benchmarking de e-commerce competitivas para sua empresa. Esses insights ajudar\u00e3o voc\u00ea a contextualizar o comportamento do consumidor e da compra com base na sua estrat\u00e9gia digital e or\u00e7amento de marketing.<\/p>\n            <a class=\"swui-link swui-link--secondary js-post-banner\"\n           href=\"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/the-why-and-how-of-competitive-benchmarking\/\"\n           data-disable-dynamic-tracking\n        >\n            Veja como a Similarweb pode apoiar sua an\u00e1lise post-mortem            <svg class=\"swui-button__icon swui-button__icon--end\" width=\"16\" height=\"16\" viewBox=\"0 0 16 16\">\n                <path d=\"M3 7.375h7.606L7.112 3.881 8 3l5 5-5 5-.881-.881 3.487-3.494H3v-1.25Z\"><\/path>\n            <\/svg>\n        <\/a>\n    \n<p>Todos os benchmarks de engajamento no blog s\u00e3o baseados em dados semelhantes da Web para janeiro de 2022, e analisam o tr\u00e1fego mundial para os <a href=\"https:\/\/www.similarweb.com\/pt\/top-websites\/\">principais sites<\/a> da categoria.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112773 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-overview.png\" alt=\"Vis\u00e3o geral do setor de com\u00e9rcio eletr\u00f4nico\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-overview.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-overview-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-overview-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-overview-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>Por que voc\u00ea deve fazer benchmarking dos h\u00e1bitos de compras online?<\/h2>\n<p>Fazer compras online se tornou uma das atividades online mais populares. De acordo com a <a href=\"https:\/\/www.statista.com\/statistics\/272391\/us-retail-e-commerce-sales-forecast\/\">Statista<\/a>, as vendas de e-commerce nos EUA foram estimadas em US$\u00a0768 bilh\u00f5es em 2021 e, at\u00e9 2025, esse n\u00famero poderia chegar a cerca de US$\u00a01,3 trilh\u00e3o. Isso representa tantos &#8220;carrinhos&#8221;.<\/p>\n<p>Com <a href=\"https:\/\/www.similarweb.com\/blog\/pt\/ecommerce\/retail-insights\/ecommerce-statistics\/\">12-24 milh\u00f5es de sites de e-commerce<\/a> em todo o mundo, nunca foi t\u00e3o importante <a href=\"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/website-benchmarks\/\">comparar seu desempenho digital<\/a> com o da concorr\u00eancia.<\/p>\n<p>Vamos come\u00e7ar analisando o <a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/212999769-Total-Visits\">total de visitas<\/a> ao longo do tempo para as 100 principais empresas de e-commerce. Podemos ver que o setor ainda est\u00e1 crescendo ano a ano (YoY), embora n\u00e3o t\u00e3o rapidamente quanto no pico da COVID-19. O total de visitas cresceu 11% em 2020, em rela\u00e7\u00e3o a apenas 1,5% no ano passado.<\/p>\n<p>Em janeiro de 2022, houve 17,1 bilh\u00f5es de visitas em todo o mundo, com um ligeiro decl\u00ednio ap\u00f3s os cl\u00e1ssicos picos de tr\u00e1fego nas f\u00e9rias.<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_75556179-7c5c-45b5-8c60-e0dac6901a27\" data-title=\"tr\u00e1fego total dos principais sites de e-commerce\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?yL3\"><\/div>\n\n<p>Como seu pr\u00f3prio desempenho se compara? Veja se voc\u00ea est\u00e1 liderando o mercado ou ficou para tr\u00e1s no benchmarking do setor.<\/p>\n<h2>10 principais sites de e-commerce por compartilhamento de tr\u00e1fego<\/h2>\n<p>Apesar do n\u00famero crescente de varejistas online, <a href=\"https:\/\/www.similarweb.com\/pt\/website\/amazon.com\/\">amazon.com<\/a>, <a href=\"https:\/\/www.similarweb.com\/pt\/website\/ebay.com\/\">ebay.com<\/a> e <a href=\"https:\/\/www.similarweb.com\/pt\/website\/rakuten.co.jp\/\">rakuten.co.jp<\/a> mant\u00eam suas posi\u00e7\u00f5es de lideran\u00e7a. Os principais dom\u00ednios globais da<b> Amazon<\/b>, nos EUA, Jap\u00e3o, Alemanha e Reino Unido est\u00e3o todos classificados entre os <a href=\"https:\/\/www.similarweb.com\/pt\/top-websites\/e-commerce-and-shopping\/\">10 principais sites de e-commerce em todo o mundo<\/a> e s\u00e3o coletivamente respons\u00e1veis por quase 15% do tr\u00e1fego da categoria. Nos EUA, a Amazon domina com cerca de <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">33% do tr\u00e1fego<\/a>, seguida pelo <b>eBay <\/b>com 10% e o <b>Walmart <\/b>com 7%.<\/p>\n<p>Embora o mercado seja dominado por essas marcas poderosas, a participa\u00e7\u00e3o no tr\u00e1fego de sete dos 10 principais sites diminuiu em janeiro de 2022, o que significa que h\u00e1 mais espa\u00e7o para os novos players.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112774 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/top-ecommerce-websites.png\" alt=\"L\u00edderes do setor de e-commerce, janeiro de 2022, em todo o mundo, todo o tr\u00e1fego\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/top-ecommerce-websites.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/top-ecommerce-websites-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/top-ecommerce-websites-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/top-ecommerce-websites-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>Divis\u00e3o do dispositivo: computador ou Web para dispositivos m\u00f3veis<\/h2>\n<p>Podemos esperar que o uso de dispositivos m\u00f3veis nos principais sites de e-commerce continue a crescer em 2022. A norma \u00e9 poder fazer compras a partir de qualquer lugar, a qualquer hora. Em compara\u00e7\u00e3o com janeiro de 2021, vimos um salto de 1% para dispositivos m\u00f3veis em compara\u00e7\u00e3o com uma ligeira diminui\u00e7\u00e3o para computador.<\/p>\n<p><b>100 principais sites na categoria:\u00a0<\/b><\/p>\n<ul>\n<li aria-level=\"1\">Computador \u2013 47% (em rela\u00e7\u00e3o a 48% em 2020)<\/li>\n<li aria-level=\"1\">Web para dispositivos m\u00f3veis \u2013 53% (em rela\u00e7\u00e3o a 52% em 2020)<\/li>\n<\/ul>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_a3e9f26d-7650-4008-a9f5-ed66c86834ac\" data-title=\"eCommerce device split 2022\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?jvj\"><\/div>\n\n<p><b>Dica profissional:<\/b> <i>\u00e0 medida que o celular continua a direcionar a maior parte do tr\u00e1fego, verifique se o seu site \u00e9 compat\u00edvel com smartphones, se carrega rapidamente e se permite rolagem e compras f\u00e1ceis. O objetivo \u00e9 que os compradores consigam navegar, pesquisar e visualizar produtos da mesma forma que fariam em computadores de mesa. <\/i><\/p>\n<h2>Traffic acquisition sources (by marketing channel)<\/h2>\n<p>Fontes de aquisi\u00e7\u00e3o de tr\u00e1fego (por canal de marketing)<\/p>\n<p>V\u00e1rios <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/marketing-channels\/\">canais de marketing<\/a> enviam visitantes para voc\u00ea. Para saber em qual investir, voc\u00ea precisa entender como eles est\u00e3o se saindo.<\/p>\n<p>Considere o seguinte: a rede mundial direta moveu 56% do tr\u00e1fego de e-commerce em janeiro de 2022, enquanto a busca org\u00e2nica moveu 26%. O valor da <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-awareness\/\">conscientiza\u00e7\u00e3o da marca<\/a> e de uma estrat\u00e9gia org\u00e2nica competitiva \u00e9 claro: o reconhecimento desempenha um papel importante no <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/buyer-decision-process\/\">processo de decis\u00e3o de compra<\/a> dos consumidores.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112775 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/marketing-channel-overviews.png\" alt=\"vis\u00e3o geral dos canais de marketing\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/marketing-channel-overviews.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/marketing-channel-overviews-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/marketing-channel-overviews-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/marketing-channel-overviews-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<ul>\n<li aria-level=\"1\">Direto \u2013 56,1% (em rela\u00e7\u00e3o a 55,4% em 2021)<\/li>\n<li aria-level=\"1\">E-mail \u2013 2,1% (em rela\u00e7\u00e3o a 2,1% em 2021)<\/li>\n<li aria-level=\"1\">Indica\u00e7\u00f5es \u2013 5,7% (em rela\u00e7\u00e3o a 5,6% em 2021)<\/li>\n<li aria-level=\"1\">Redes sociais \u2013 3,7% (em rela\u00e7\u00e3o a 3,7% em 2021)<\/li>\n<li aria-level=\"1\">Busca org\u00e2nica \u2013 25,7% (em rela\u00e7\u00e3o a 26,7% em 2021)<\/li>\n<li aria-level=\"1\">Busca paga \u2013 5,8% (em rela\u00e7\u00e3o a 5,6% em 2021)<\/li>\n<li aria-level=\"1\">An\u00fancios de exibi\u00e7\u00e3o \u2013 1,0% (em rela\u00e7\u00e3o a 1,0% em 2021)<\/li>\n<\/ul>\n<p><b>Dica profissional:<\/b> <i>compare as estat\u00edsticas de com\u00e9rcio eletr\u00f4nico acima com suas fontes de aquisi\u00e7\u00e3o de usu\u00e1rios para descobrir onde voc\u00ea pode estar com baixo desempenho. Al\u00e9m disso, procure mudan\u00e7as e tend\u00eancias ao longo do tempo.<\/i><\/p>\n<h3>Tr\u00e1fego livre ou tr\u00e1fego pago<\/h3>\n<p>Tr\u00e1fego livre versus tr\u00e1fego pago ou adquirido, \u00e9 outra maneira de considerar as mesmas fontes de aquisi\u00e7\u00e3o de tr\u00e1fego acima (ou seja, combinando-as). O tr\u00e1fego livre refere-se \u00e0 busca org\u00e2nica, direta, por e-mail e redes sociais; o tr\u00e1fego pago refere-se a indica\u00e7\u00f5es, busca paga (PPC\/SEM) e publicidade de exibi\u00e7\u00e3o.<\/p>\n<ul>\n<li aria-level=\"1\">Tr\u00e1fego livre \u2013 87,6%<\/li>\n<li aria-level=\"1\">Tr\u00e1fego pago \u2013 12,5%<\/li>\n<\/ul>\n<p><b>Dica profissional:<\/b> <i>use o benchmarking acima para avaliar a efic\u00e1cia da sua estrat\u00e9gia digital: voc\u00ea est\u00e1 gastando muito ou pouco dinheiro para capturar novos leads?<\/i><\/p>\n<h3>Tr\u00e1fego de pesquisa: SEO ou PPC<\/h3>\n<p>Al\u00e9m de canais de marketing e tr\u00e1fego livre ou tr\u00e1fego pago, h\u00e1 uma terceira maneira igualmente importante de fazer benchmarking do tr\u00e1fego de e-commerce, que \u00e9 analisando especificamente o tr\u00e1fego de busca: org\u00e2nico ou pago (ou seja, SEO ou PPC). Uma mudan\u00e7a na propor\u00e7\u00e3o SEO-para-PPC indica que, em geral, \u00e9 mais dif\u00edcil para varejistas e marcas manter um <a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360000665717-Search-Traffic-Keywords-Understanding-The-Organic-Traffic-To-Any-Website\">pipeline de tr\u00e1fego org\u00e2nico<\/a> ou que eles est\u00e3o se concentrando em <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/long-tail-keywords\/\">palavras-chave espec\u00edficas de cauda longa<\/a> que t\u00eam menos concorr\u00eancia.<\/p>\n<p><b>Dica profissional:<\/b> <i>compare sua rela\u00e7\u00e3o SEO-PPC com a m\u00e9dia do setor e observe o comportamento online dos seus rivais para encontrar oportunidades de aumentar seus gastos com PPC (quando eles estiverem mais altos) ou diminu\u00ed-los (quando estiverem mais baixos).<\/i><\/p>\n<p>Leia mais: <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/ecommerce-seo\/\">SEO b\u00e1sico de e-commerce: pr\u00e1ticas recomendadas para lojas online<\/a><\/p>\n<h2>Medi\u00e7\u00e3o da ades\u00e3o: visitantes \u00fanicos\/total de visitas<\/h2>\n<p>As <a href=\"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/benchmarking-engagement-metrics\/\">m\u00e9tricas de engajamento<\/a> s\u00e3o o indicador de desempenho mais relevante para o benchmarking de compras online. A <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/website-stickiness\/\">ades\u00e3o ao site<\/a> \u00e9 uma das m\u00e9tricas de envolvimento do usu\u00e1rio mais comuns (e possivelmente mais importantes) para rastrear se voc\u00ea quiser que o seu neg\u00f3cio de e-commerce prospere em 2022.<\/p>\n<p>A ades\u00e3o, que \u00e9 definida como o n\u00famero m\u00e9dio de dias no m\u00eas em que um usu\u00e1rio fez uma compra no site do varejista, em rela\u00e7\u00e3o a todos os usu\u00e1rios que fizeram uma compra, \u00e9 outro indicador de reconhecimento e fidelidade da marca: quanto maior o n\u00famero, mais fiel \u00e9 o consumidor.<\/p>\n<p>Em m\u00e9dia, um visitante que retorna tem <a href=\"https:\/\/www.barilliance.com\/new-vs-returning\/\">70% mais probabilidade<\/a> de adicionar um produto ao carrinho do que um visitante novo.<\/p>\n<p><b>100 principais sites na categoria:<\/b><\/p>\n<ul>\n<li aria-level=\"1\">Visitantes \u00fanicos\/total de visitas: 4,5 bilh\u00f5es\/17,2 bilh\u00f5es; 26,2%<\/li>\n<\/ul>\n<p><b>25 principais sites na categoria:<\/b><\/p>\n<ul>\n<li aria-level=\"1\">Visitantes \u00fanicos\/total de visitas: 2,6 bilh\u00f5es\/11 bilh\u00f5es; 23,6%<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112776 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-audience-loyalty.png\" alt=\"Fideliza\u00e7\u00e3o do p\u00fablico da ind\u00fastria de com\u00e9rcio eletr\u00f4nico\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-audience-loyalty.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-audience-loyalty-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-audience-loyalty-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-industry-audience-loyalty-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><b>Dica profissional:<\/b> <i>um site com uma baixa propor\u00e7\u00e3o de visitantes \u00fanicos tem um p\u00fablico menos envolvido, enquanto um site com uma alta propor\u00e7\u00e3o tem uma taxa melhor de visitantes engajados.<\/i><\/p>\n<p>Principais m\u00e9tricas de engajamento no local<\/p>\n<p>A <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/engagement-rate\/\">experi\u00eancia e a satisfa\u00e7\u00e3o dos visitantes no local<\/a> desempenham um papel fundamental para determinar se eles continuar\u00e3o a procurar e comprar na sua loja. Seu site carrega rapidamente? (Reduzir o tempo de carregamento do seu site em apenas 0,1 segundo pode <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/app-and-mobile\/mobile-page-speed-data\/\">aumentar as taxas de convers\u00e3o em at\u00e9 8%<\/a>) Os usu\u00e1rios passam muito tempo no seu site? Uma grande porcentagem de visitantes sai ap\u00f3s visualizar apenas uma p\u00e1gina? (Tamb\u00e9m conhecida como <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/bounce-rate\/\">taxa de rejei\u00e7\u00e3o<\/a>).<\/p>\n<ul>\n<li aria-level=\"1\">Dura\u00e7\u00e3o m\u00e9dia da visita \u2013 6 min 36 seg (em rela\u00e7\u00e3o a 6 min 52 seg em 2021)<\/li>\n<li aria-level=\"1\">M\u00e9dia de p\u00e1ginas por visita \u2013 7,8 (em rela\u00e7\u00e3o a 8 em 2021)<\/li>\n<li aria-level=\"1\">Taxa m\u00e9dia de rejei\u00e7\u00e3o \u2013 35,1% (em rela\u00e7\u00e3o a 36,0% em 2021)<\/li>\n<\/ul>\n<p><b>Dica profissional:<\/b> <i>se a dura\u00e7\u00e3o m\u00e9dia das visitas e as p\u00e1ginas por visita forem inferiores \u00e0 m\u00e9dia do setor, seu site oferece uma baixa experi\u00eancia do usu\u00e1rio aos clientes. Procure<\/i><a href=\"https:\/\/uxdesign.cc\/how-bad-ux-can-ruin-your-online-business-61886a728cd8\"> <i>sinais comuns de UX baixa<\/i><\/a><i> que possam ser removidos e tratados.\u00a0<\/i><\/p>\n<h2>Valores de refer\u00eancia da taxa de convers\u00e3o de e-commerce em 2022<\/h2>\n<p>No final das contas, isso \u00e9 o que realmente importa. Uma taxa de convers\u00e3o (CVR) \u2014 tamb\u00e9m conhecida como checkout ou conclus\u00e3o de carrinho no e-commerce \u2014 \u00e9 a base de qualquer jornada do cliente e seu indicador final de sucesso.<\/p>\n<p>Para melhorar a sua, voc\u00ea precisa entender em que ponto os potenciais compradores saem do funil. Comece comparando sua <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/ecommerce-conversion-optimization\/\">taxa de convers\u00e3o de e-commerce<\/a> com os padr\u00f5es do setor.<\/p>\n<p><b>Para sites selecionados de e-commerce, o CVR m\u00e9dio global \u00e9 de 7,7% <\/b>(janeiro-setembro de 2021), em compara\u00e7\u00e3o com 6,6% do ano anterior.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112777 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/average-ecommerce-conversion-rates.png\" alt=\"taxas m\u00e9dias de convers\u00e3o de com\u00e9rcio eletr\u00f4nico\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/average-ecommerce-conversion-rates.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/average-ecommerce-conversion-rates-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/average-ecommerce-conversion-rates-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/average-ecommerce-conversion-rates-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>Voc\u00ea tamb\u00e9m pode usar refer\u00eancias de e-commerce de subcategoria para analisar produtos espec\u00edficos e obter uma janela mais precisa no seu desempenho.<\/p>\n<p>No \u00faltimo ano, artigos essenciais como seguro de carro e de sa\u00fade tiveram algumas das maiores taxas de convers\u00e3o em 38,1% e 20%, respectivamente.<\/p>\n<p>Com muitas pessoas ainda trabalhando ou estudando em casa, as convers\u00f5es para entrega de alimentos (17,3%), material escolar e de escrit\u00f3rio (12,7%) e livros (7,7%) tamb\u00e9m foram altas ao longo de 2021.<\/p>\n<p>Com 11,4% de CVR, os suprimentos para animais de estima\u00e7\u00e3o tamb\u00e9m foram elevados, possivelmente devido ao grande n\u00famero de animais de estima\u00e7\u00e3o adotados durante a pandemia.<\/p>\n<p>Confira como sua subcategoria se compara \u00e0s m\u00e9dias de alguns pa\u00edses:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112769 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-benchmarks-designs-11.png\" alt=\"Taxas m\u00e9dias de convers\u00e3o de subcategorias e pa\u00edses selecionados de com\u00e9rcio eletr\u00f4nico. Computador, janeiro a setembro de 2021\" width=\"1200\" height=\"628\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-benchmarks-designs-11.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-benchmarks-designs-11-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-benchmarks-designs-11-1024x536.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/ecommerce-benchmarks-designs-11-768x402.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>Comece a coletar benchmarkings de e-commerce hoje mesmo<\/h2>\n<p>Uma vantagem competitiva no mundo do e-commerce requer algo que ningu\u00e9m mais tem: a capacidade de se adaptar \u00e0s mudan\u00e7as do mercado antes dos outros.<\/p>\n<p>O benchmarking ajuda voc\u00ea a identificar antecipadamente mudan\u00e7as no tr\u00e1fego e no engajamento, altera\u00e7\u00f5es no mercado e h\u00e1bitos de consumo, para que voc\u00ea possa se adaptar rapidamente em um setor que est\u00e1 evoluindo em alta velocidade.<\/p>\n<p>Para saber mais sobre como usar a Similarweb para acompanhar seu desempenho online, <a href=\"https:\/\/www.similarweb.com\/pt\/corp\/contact-us\/\">agende uma demonstra\u00e7\u00e3o<\/a> do <a href=\"https:\/\/www.similarweb.com\/corp\/pt\/research\/\">Digital Research Intelligence<\/a> hoje mesmo.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-112781 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/get-more-ecommerce-benchmarks.png\" alt=\"obtenha mais benchmarks de com\u00e9rcio eletr\u00f4nico\" width=\"858\" height=\"218\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/get-more-ecommerce-benchmarks.png 858w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/get-more-ecommerce-benchmarks-300x76.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/06\/get-more-ecommerce-benchmarks-768x195.png 768w\" sizes=\"(max-width: 858px) 100vw, 858px\" \/><\/p>\n<h2>Perguntas frequentes<\/h2>\n<p><b>Como atrair clientes para comprar seu produto?<\/b><\/p>\n<p>Use o reconhecimento para influenciar o processo de decis\u00e3o de compra do consumidor.<\/p>\n<p><b>Como posso aumentar minhas vendas de e-commerce?<\/b><\/p>\n<p>Comece fazendo benchmarking dos h\u00e1bitos de compras online do seu p\u00fablico.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se voc\u00ea trabalha na \u00e1rea de marketing, pesquisa ou estrat\u00e9gia de e-commerce, medir o desempenho \u00e9 provavelmente uma das suas principais responsabilidades. Mas para fazer isso de forma eficaz, voc\u00ea precisa se concentrar nos dados certos. Em outras palavras, voc\u00ea precisa entender o que seus concorrentes e o setor est\u00e3o fazendo para impulsionar o tr\u00e1fego [&hellip;]<\/p>\n","protected":false},"author":326,"featured_media":112780,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6447,6582,6596,6433],"tags":[],"class_list":["post-121464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-benchmarking","category-ecommerce","category-retail-insights","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Benchmarkings de e-commerce para impulsionar sua estrat\u00e9gia | Similarweb<\/title>\n<meta name=\"description\" content=\"Use benchmarkings de e-commerce para ver como voc\u00ea se compara com a concorr\u00eancia e onde pode melhorar sua estrat\u00e9gia. 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