Digital consumption in Brazil is transforming, and brands need to keep up with this movement to avoid falling behind.
According to the latest study from Opinion Box, the way Brazilians shop online and interact with brands in the digital environment has changed significantly in recent years. This scenario has been driven not only by technology, but also by convenience and new experience expectations.
Throughout this article, we'll explore the main insights from the research and what they mean for marketing and business.
Brazilians are becoming increasingly digital
Today, 94% of Brazilian internet users shop online.
In addition, 75% say they shop online at least once a month. This number reinforces that e-commerce is already part of the consumption routine, not just an occasional alternative.
More than just buying, consumers also interact with brands across different channels, from social media and marketplaces to apps and emails. This omnichannel journey makes user experience a competitive differentiator.
What influences the purchase decision
According to the study, the factors that most influence the purchase decision in this format are:
- Price (74%)
- Free shipping (61%)
- Ease of payment (49%)
In addition, brand reputation and other consumers' reviews have a major impact, showing that social proof remains essential.
The role of social media in digital consumption
Social media is no longer just a space for entertainment—today, it has become a platform for discovery and purchase.
Furthermore, more than 60% of consumers have already purchased a product or service after seeing an ad or content on social media.
Instagram and TikTok stand out, not only for their visual appeal, but also because they have the ability to generate engagement and desire. In this context, strategies like UGC (User-Generated Content) and brand collabs can expand reach and build trust.
What your brand should pay attention to
Based on the research, it became clear that some trends stand out for those who want to win more customers in the digital environment:
- Personalized shopping experience: smart recommendations, exclusive offers and segmented communication increase conversion.
- Integration between channels: the purchase journey is hybrid, blending online and offline.
- Content that builds trust: reviews, testimonials and real demonstrations are decisive.
- Speed and convenience: from site loading time to product delivery.
Conclusion: adapt or get left behind
In summary, digital consumption in Brazil is more dynamic, demanding and connected than ever.
To stand out, brands need to invest in experience, personalization and strategic presence on the channels where their audience is.
Here at On, we help companies turn data like this into digital marketing strategies that truly deliver results.
If you want to understand how to apply these trends to your business, talk to us.
Also read: Who defines desire? You or your feed?
