Consumers are increasingly purchasing from online stores and marketplaces while opting less for physical stores, according to the CX Trends 2025 research conducted by Octadesk, LWSA’s customer service platform, in partnership with Opinion Box.
According to the survey, 64% of respondents revealed a preference for physical stores—3 percentage points less than recorded in last year’s edition of the same study. Meanwhile, shopping on websites and online stores reached 77% of consumers. Additionally, among those surveyed, 43% still reported making purchases through store apps, and 15% said they shop via social media platforms like WhatsApp and Instagram.
Convenience and costs drive this consumer preference for online shopping. According to the study, the main reasons for online purchases include free shipping (62%), product or service quality (56%), and low prices (53%). The primary shopping channels include online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).
Message personalization influences purchases
Beyond free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of every 10 purchasing decisions for products or services. Over the past 12 months, 68% of consumers highlighted personalized service as a decision-making factor, while 50% pointed out that they have already experienced AI during their purchases—an 8 percentage point increase compared to the previous year.
Additionally, 35% of respondents stated they have encountered personalized recommendations through AI in their product purchases or service hiring. “Today, beyond quality or efficiency, consumers want an experience that understands and connects with their needs. Technology should be used as an ally to enhance human service, not replace it. This combination creates an experience that truly makes a difference for the customer and presents an opportunity for revenue growth for businesses,” says Rodrigo Ricco, Founder and General Director of Octadesk.
CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed over 2,000 online consumers aged 16 and above from all regions of Brazil and social classes. The survey’s margin of error is 2.2 percentage points. To access the full report, click here.
