Digitalization has profoundly transformed the way Brazilians consume products and services, impacting everything from payment methods to customer loyalty strategies. With increasingly demanding and connected consumers, businesses need to adapt to maintain their market relevance.
The 6th edition of the study “Digital Transformation in Brazilian Retail” — conducted by the Brazilian Retail and Consumption Society (SBVC), in partnership with OasisLab and with support from Cielo — revealed that 48% of companies increased investments in technology last year. Of these, 46% allocated more than 0.45% of gross revenue to this initiative.
Meanwhile, the Brazil Digital Transformation Index (ITDBr), produced by PwC Brazil and Fundação Dom Cabral, found that 41% of Brazilian companies consider digital transformation essential for their investments. However, 45.1% still take a conservative approach, limiting themselves to modest investments.
For Kenneth Corrêa, a data specialist, MBA professor at FGV, and author of the book “Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents,” digitalization is no longer a competitive differentiator but a necessity for market survival. ‘Consumers demand seamless, integrated experiences across different channels, and companies that do not invest in this evolution risk losing relevance. The big challenge is that it’s not enough to just implement new technologies—business models must be rethought to meet these new demands,’ he states.
What has changed in consumption habits?
If shopping was once limited to physical stores with lengthy research and price comparison processes, today consumers can do all this from anywhere, at any time, via mobile devices.
Personalization has also become a differentiator. According to Outgrow, 90% of consumers prefer brands that offer personalized experiences, and 40% are more likely to buy products recommended based on their browsing and past purchase habits.
Additionally, payment methods like PIX and digital wallets have made transactions faster and more secure. According to the Central Bank, PIX is already the most widely used payment method in Brazil, adopted by 76.4% of the population.
Loyalty programs have also evolved. Points-based programs have given way to strategies like cashback, personalized service, and direct communication, creating a closer relationship between consumers and brands.
Below, eight experts discuss facts about how consumption in Brazil has been impacted by the digital era:
1) ‘Research is essential to understanding the consumer,’ comments Danielle Almeida (CMO of MindMiners)
Whether in chatbots or assisting with payment methods, data collection and analysis have become crucial to understanding consumer expectations and improving marketing strategies.
“Companies must be attentive to the real demands of their customers. Transforming this data into concrete actions is essential to creating more effective loyalty strategies,” evaluates marketing specialist and CMO of MindMiners, Danielle Almeida
2) ‘We are living the e-commerce revolution,’ says Thiago Muniz (CEO of Receita Previsível)
“E-commerce has transformed Brazilian retail. The first major marketplace emerged in 1999, and today the sector continues to grow rapidly thanks to the wide variety of products and the digitalization of payment methods,” explains sales expert and CEO of Receita Previsível, Thiago Muniz.
The The Global Payments Report estimates that the global online shopping market will grow by 55.3% by the end of 2025, reaching around $8 trillion.
A survey by Octadesk in partnership with Opinion Box showed that 62% of Brazilians make between two and five online purchases per month, while 85% shop online at least once in the same period. “Today, with just a few clicks, consumers can compare prices, read reviews, and complete a purchase quickly and securely,” adds Thiago.
3) ‘It’s the era of data-driven personalization,’ reveals Lucas Monteiro (Martech Leader at Keyrus)
Companies are increasingly investing in big data and AI to create tailored experiences for their customers. The Consumer Trends 2025 points out that 78% of consumers prefer brands that offer personalized interactions. “With intelligent use of data, it’s possible to predict customer churn, segment campaigns, and offer products that truly resonate with each audience,” explains technology expert and Martech Leader at Keyrus, Lucas Monteiro.
4) ‘Digital payments dominate the market,’ says Murilo Rabusky (Business Director at Lina Open X)
The digitalization of payments has brought more convenience, replacing physical cash and cards with solutions like PIX, digital wallets, and Open Finance.
Open Finance, for example, surpassed 47 million users in one month last year, according to data from the Brazilian Federation of Banks (Febraban). By the end of 2024, there were 57.62 million active consents, showing consistent growth.
According to Business Director at Lina Open X, Murilo Rabusky, the innovation arriving in 2025 that will impact the market is proximity PIX, as it promises to be a game-changer. ‘Simply link an account to a digital wallet and authorize payment with a tap or facial recognition. This increases consumer convenience and opens new opportunities for merchants,’ explains Murilo.
5) ‘Digital influencers dictate consumption,’ says Pedro Paulo Alves (co-founder of Boomer)
Today in Brazil, 144 million people are active on social media, and content creators are shaping trends and building organizations’ reputations. Major companies like Magalu are transforming their virtual assistants to make them more humanized. ‘Lu,’ for example, is a digital influencer with millions of followers, strengthening emotional connections with customers.
“Companies are moving beyond communicating solely as brands and becoming content creators to genuinely connect with their customers. As a result, media teams at large companies have realized that advertising campaigns need to be more humanized and authentic, efficiently and genuinely engaging the public. This connection is based on entertainment—the ability to captivate and engage consumers through campaigns, building trust and driving purchase decisions,” declares the co-founder of Boomer, Pedro Paulo Alves.
6) ‘Streaming consumption highlights the power of loyalty,’ declares Eduardo Augusto (CEO of IDK)
Companies like Netflix and Amazon revolutionized the market by investing in subscriptions, ensuring recurring revenue and keeping customers loyal for longer. This model is expanding into various sectors, such as fashion, food, and services.
“Amazon, for example, changed the game in retail and technology by creating new market rules and transforming how we consume. From Amazon Prime, which made fast delivery a standard and built a subscription-based loyalty program with over 200 million members worldwide, to AWS, which dominates cloud computing, the company didn’t just innovate—it reinvented entire industries. The Marketplace opened doors for millions of sellers, while Alexa brought AI into the daily lives of millions,” recalls IDK CEO Eduardo Augusto.
The result is an organization that sets trends in technology, user experience, loyalty, and operations.
7) ‘Caring for the environment through the circular economy is essential,’ points out Raimundo Onetto (co-founder of Kwara)
The emergence of new consumption models, like property rentals (Airbnb), online thrift stores (Enjoei), and digital auctions (Kwara), reflects the growing search for more sustainable alternatives. In this context, the circular economy gains strength by encouraging reuse, recycling, and extending product lifespans.
For Raimundo Onetto, co-founder of Kwara, an online auction platform, consumers are increasingly aware of the environmental impact of their purchasing decisions.
“Participating in an auction often means giving new life to a valuable item that’s still in excellent condition, avoiding premature disposal and minimizing waste. This sustainable behavior aligns with the values of many consumers who want to make more conscious choices. Additionally, when considering auctions for products like electronics, vehicles, machinery, and real estate, this practice not only extends the utility of goods but also offers financial advantages. The combination of economy and environmental responsibility has driven interest in this acquisition model,” highlights Raimundo.
8) ‘The future lies in the metaverse,’ states Kenneth Corrêa (innovation and data specialist)
With technological advancements, the metaverse is emerging as the next major consumption revolution, enabling immersive experiences, interactive virtual stores, and new dynamics in brand-consumer relationships.
“Large companies are already exploring virtual environments for training, audience engagement, and business innovation. The challenge lies in developing applications that truly deliver value, going beyond the hype that marked 2022 and 2023. Currently, the main bet is on augmented reality glasses, which have become lighter and allow users to view the real world while receiving projected information on the lenses,” explains Kenneth.
Our future will be 100% connected
In the coming years, the shopping journey will be transformed by more advanced and integrated technologies. Generative AI will play a central role, providing personalized recommendations and more humanized automated interactions. The use of data and machine learning will also evolve, making offers more precise and adapted to real-time consumer behavior.
Immersive commerce, driven by the metaverse and augmented reality, will allow consumers to test products virtually, enhancing the experience and reducing returns. Additionally, payment methods will continue to evolve, making transactions faster and more secure.
Digital sustainability will also be a priority, with consumers demanding practices like green logistics and the circular economy. “In other words, continuous innovation is crucial for companies that want not only to survive but also thrive in a dynamic market, where adaptability and the ability to anticipate new consumer demands will be key to success,” concludes Antonio Muniz, a technology and business expert, CEO Advisor, and President of Editora Brasport.
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Kenneth CorrêaKenneth Corrêa is a renowned expert in Data, Artificial Intelligence, and the Metaverse. As an MBA professor at the Fundação Getúlio Vargas (FGV), he has helped shape the next generation of leaders. Additionally, Kenneth is an international TEDx speaker and serves as Strategy Director at Agência 80 20 Marketing, where he leads a team of 90 professionals. With 15 years of experience in marketing and technology, he develops innovative projects for major companies like AEGEA, JBS, and Suzano. Recently, he launched his first international book, “Cognitive Organizations – Leveraging the Power of Generative AI and Intelligent Agents,” at MIT (Massachusetts Institute of Technology), which explores the impact of AI on organizations. For more information: Kenneth Corrêa.
Lina Aberta
Lina was founded with the mission of building technological solutions to support Brazilian financial institutions and insurers in all needs related to the data-sharing and services ecosystem of Open Finance. The company, which started its operations in Open Banking, is now a leader in Open Insurance and has established itself as one of the most important Open Finance providers in the Brazilian market, serving as the strategic partner of major institutions like B3, RTM, and TecBan. Learn more: https://linaopenx.com.br/
Keyrus
Keyrus is a global digital transformation consultancy operating in 27 countries with a team of over 3,300 specialists. Recognized by Forbes as one of the world’s top consulting firms, the company operates in three key areas: Data Intelligence, Digital Experience, and Management & Transformation Consulting.
Keyrus stands out as a leader in offering innovative solutions in BI, Data-Driven Journeys, Artificial Intelligence, Hyperautomation, Martech, Digital Products, and Augmented Solutions for Industry. This strategic approach allows the company to combine its technical expertise with a deep understanding of each client’s challenges, resulting in customized solutions that meet the specific demands of each sector.
Additionally, Keyrus is recognized in Brazil as a leader in the Advanced BI & Reporting Modernization Services – Midsize quadrants and has been highlighted as a “Market Challenger” in the Data Science & AI Services and Data Modernization Services – Midsize quadrants, according to the ISG 2024 report. These achievements reaffirm Keyrus’s commitment to excellence and innovation in digital transformation, solidifying its leading position in the market. To learn more, visit the Keyrus or LinkedIn.
MindMinersA MindMiners is a technology company established in 2013, committed to innovation to deliver disruptive solutions in the consumer insights market. By combining research, technology, and data intelligence, it helps major brands across various industries make efficient business decisions based on reliable data that reflects consumer behavior. The company has its own proprietary panel, MeSeems, featuring over 5 million respondents from across the country who share ideas, preferences, and routines, creating a valuable information database. Some of MindMiners’ clients include Itaú, Renner, Vivo, Nestlé, Diageo, and TikTok. Learn more: https://mindminers.com/
BoomerBoomer is a company specializing in performance media, growth marketing, data intelligence, and sales to accelerate brands. It uses tools like conversion rate optimization (CRO) and paid media management to help brands maximize their return on investment (ROI) in the digital space. With a data-driven approach, Boomer provides customized solutions aimed at improving user experience, increasing conversion rates, and boosting the performance of digital channels. With a highly skilled team of experts and a portfolio featuring major market players like Chima Steakhouse, HS Sports, Mamma Jamma, GE Beauty, and Rock The Mountain, Boomer has been a strategic partner for companies seeking exceptional results and transforming their online operations. Learn more.
IDKIDK is a renowned consultancy in Brazil that offers solutions combining technology, design, and communication. The synergy of these three areas at IDK results in high-quality deliverables, innovation, and high performance for its clients. The goal is to help companies turn their aspirations into reality by building real connections and insights through data analysis and personalized service. IDK assists major companies in branding, media, data, gaming content, video production, digital development, service releases, customer experience, UI, UX/CX research, and CRM. Technology is not the end goal—it’s just the means. This is IDK—welcome!
KwaraKwara is a platform that facilitates the sale of goods, products, and assets of any kind for companies across all industries and regions of Brazil. The business offers cutting-edge technology, security, speed, and large-scale reach, providing a complete solution so that seller and buyer clients don’t have to worry when it comes to buying and selling. Learn more at Kwara.
Antonio MunizAntonio Muniz is a renowned leader in the technology and business sector, serving as CEO Advisor and President of Editora Brasport, where he provides high-impact strategic consulting. His influence extends beyond education, as he also chairs the Technology Committee in two academies, fostering networking and professional development. Muniz is widely recognized for his ability to connect people and ideas, always aiming to promote collective growth and mutual success. As Community Leader of Jornada Colaborativa, he is a reference in areas like Agility, DevOps, Lean, QA, OKR, and Digital Transformation. In addition to being a writer, speaker, and Executive MBA professor in Agility, Technology, and Business at Anhanguera Educacional, Muniz is the author and editor of several books on technology and management. For more information, visit: LinkedIn.
