Consumer Day: 8 curiosities about the era of digital transformation and consumption

Digital transformation has profoundly reshaped consumer habits in Brazil.With increasing digitalization, Brazilian consumers are increasingly connected, requiring integrated and personalized shopping experiences.

According to the Digital Transformation Index Brazil (ITDBr) 2024, prepared by PwC Brazil in partnership with the Dom Cabral Foundation, 41% of the companies still recognize digital transformation as crucial for their investments, evidencing a willingness to explore new technologies even in periods of financial restriction. The study also reveals that 45.1% of the companies interviewed adopted a cautious attitude towards digital initiatives, limited to modest investments.

“A digitization is no longer a differential, but a necessity for companies that want to remain competitive. Consumers expect fluid and integrated experiences across all channels, and those who do not invest in innovation risk losing relevance. Adapting to digital transformation means not only implementing new technologies, but rethinking business models to meet the new demands of the” market highlights the data specialist, speaker and MBA professor at Getulio Vargas Foundation (FGV), and author of the book  “Cognitive Organizations: Leveraging the Power of Generative AI and smart agents”, Kenneth Correa.

What has changed in your buying habits?

What was once a shopping journey restricted to physical stores and dependent on time and displacement, today has become a fast and dynamic experience, thanks to digitization. 

In the past, research and price comparison was time-consuming, requiring direct inquiries with sellers and catalogs. Now consumers can search, compare and buy products from anywhere, anytime, via mobile devices.

Personalization has become a major differentiator, with offers adjusted to the consumer profile based on browsing data and previous purchases data outgrow says 90% of consumers prefer brands that offer personalized experiences and are 40% more likely to view recommended items based on information shared with the brand.

In addition, payment methods such as PIX and approach payment make purchases faster and frictionless, changing the relationship with credit card payments. 

According to research “O Brasileiro and its Relationship with Money”, published by the Central Bank, Pix is already the most used means of payment by Brazilians. The service is adopted by 76.4% of the population, followed by debit card (69.1%) and cash (68.9%). 

In the past, traditional point programs were the main strategy.Today, companies invest in personalized service, efficient after-sales, cashback and affordable communication, winning customer loyalty more effectively.

From the rise of e-commerce to the popularization of digital payments, social networks and the sharing economy, connectivity has reshaped the relationship between consumers and brands.The experts highlight seven major curiosities driven by the internet that have significantly impacted the market.

Curiosity 1: emergence of e-commerce  

E-commerce revolutionized retail, and the first major Brazilian marketplace was launched in 1999 report “The Global Payments Report”, The global online shopping market is expected to grow by more than 55.3% by the end of 2025, moving about US$ 8 trillion.

Besides, an research octadesk in partnership with Opinion Box revealed that 62% of consumers make between two and five online purchases per month, and 85% buy over the internet at least once in this period. Given this scenario, physical retail needed to reinvent itself, consolidating Brazil as one of the main e-commerce markets in the world.

The growth of e-commerce did not happen by chance. The convenience, variety of products and the digitization of the means of payment have made online shopping a natural choice for consumers.In addition, factors such as the popularization of marketplaces, agility in logistics and the strengthening of the commerc mobiletoday, with just a few clicks, it is possible to compare prices, read reviews and finalize a purchase safely and instantly, which transforms the consumer experience and reinforces the rise of the E-commerce”, evaluates the sales specialist and CEO of Predictable Revenue, Thiago Muniz. 

Curiosity 2: the expansion of digital payment methods

If before purchases depended exclusively on cash or cards, today digitization has brought more practical alternatives, such as PIX, digital wallets, Open Finance and installment payment solutions.

Open Finance, for example, last year surpassed the 47 million user mark in a month, according to data from the Brazilian Federation of Banks (Febraban). At the end of 2024, there were 57.62 million active consents, demonstrating a consistent advance. 

The expectation is that the system will reach an even larger share of the population by the end of 2025, since Pix by Biometrics and Approach is an innovation of Open Finance and will move the payment market. “With this feature, the user only needs to link an account to a digital wallet and, through NFC technology and biometric authentication of his device, a payment will be made promptly. It is not necessary nor open the bank's application. This represents more convenience for the consumer, in addition to offering more opportunities and challenges for the entrepreneur”, explains the Business Director of Lina Open X, Murilousky.

Curiosity 3: personalization in the consumer experience and the use of data

With the advancement of artificial intelligence and big data, companies have begun to offer increasingly personalized experiences, analyzing preferences, purchase history and online behaviors to suggest products and services more assertively report Consumer Trends 2025 points out that 78% of consumers prefer brands that provide personalized experiences. 

For Lucas Monteiro, Martech Leader of Keyrus, an international consultancy specializing in Data Intelligence and Digital Transformation, business is taking an increasingly holistic approach to getting to know its consumers. 

“Many companies are not only limiting themselves to monitoring consumer actions, but are also investing in deeply understanding what they think, feel and desire.With this strategy it is possible to create truly personalized experiences and build lasting relationships,”.

In this scenario, the data is fundamental.The Keyrus expert also explains that “os data can contain the answers to the biggest challenges of a company in relation to its customers specifically. It is possible, through Customer Data technology, for example, to create personalized campaigns for different regions and segments, predict customer turnover, which helps companies improve customer interaction and increase sales, segmenting and directing marketing campaigns to the right audience”.

Curiosity 4: use of surveys to know the consumer

The collection and analysis of information have become essential for brands that want to better understand their audience. More and more companies adopt data-based strategies to improve their marketing actions, understand consumer behavior and customize their offers. The intensive use of this information allows them to identify trends, preferences and buying habits, making communication more efficient and assertive.

According to MindMiners CMO, Danielle Almeida, listening and understanding the target audience is not only a trend, but a strategic need. “Brands need to adapt quickly to maintain their competitiveness. Therefore, understanding the real demands of consumers and turning this data into concrete actions is essential to win and retain customers in an increasingly dynamic market”.   

Curiosity 5: a rise of digital influencers and buy directions  

If before buying decisions were based on traditional advertisements, today influencers play a key role in recommending products and brands.

In Brazil, 144 million people are active on social networks, and content creators shape trends and build the reputation of companies. Magalu, for example, has transformed its virtual assistant,“Lu” into a digital influencer with millions of followers, strengthening the emotional connection with its customers.

“Companies are ceasing to communicate only as brands and moving on to act as creators, that is, content creators, to truly get closer to their customers. Therefore, the media teams of large companies have realized that advertising campaigns need to be more humanized and authentic, connecting with the public in an efficient and genuine way. This connection is based on entertainment, that is, the ability to engage and engage the consumer through campaigns, generating trust and boosting the purchase decision”, says Boomer co-founder Pedro Paulo Alves.  

Curiosity 6: loyalty by subscription  

Customer loyalty is a process of retaining customers already won. The basis of this strategy is the trust between the customer and the organization, created through a differentiated service and quality products and services.

Some of the world's most profitable companies, such as Apple and Coca-Cola, and some streaming companies like Netflix and Spotify, owe much of their success to loyal customers who are always on the stand to defend them.

According to IDK CEO, a consulting firm specializing in technology, design and communication, Eduardo Augusto, a complete example of this loyalty by subscription is Amazon.

“A Amazon changed the game in retail and technology, creating new rules for the market and transforming the way we consume. From Amazon Prime, which made fast delivery a standard and loyalized customers by subscription with more than 200 million members in the world, to AWS, which dominates cloud computing, the company not only innovated, it reinvented entire sectors.The Marketplace opened doors for millions of sellers, while Alexa put artificial intelligence in the routine of millions of people. The result is a company that dictates trends in technology, user experience, loyalty and” operation, Eduardo says.

Curiosity 7: the advancement of the sharing economy and circular economy  

In addition to different consumption models, such as real estate rental (Airbnb), online thrift stores (Enjoei) and online auctions (Kwara), the search for more sustainable consumption drives the circular economy, a model that encourages reuse, recycling and expansion of the life cycle of products. 

For Raimundo Onetto, co-founder of Kwara, an online auction platform, the current consumer is more aware of the environmental impact of his choices. 

“By purchasing a product at auction, many times you are giving a second life to something that still has high value and is in perfect conditions of use, avoiding early disposal and reducing waste. This sustainable movement meets the values of many people who want to consume more responsibly. In addition, when we talk about auctions of quality items whether electronic, vehicles, machinery or even real estate , this logic of prolonging the utility of the good generates a positive sense of economy and ecological awareness. This combination of financial opportunity with environmental responsibility has, yes, increased consumer interest in this format of purchase”, emphasizes Rainmundo.

Curiosity 8: the metaverse and the future of digital consumption

With the evolution of technology, metaverse emerges as the next frontier of consumption, allowing immersive experiences, interactive virtual stores and new forms of interaction between brands and customers.

“Great brands already use virtual environments for training, customer engagement and new business models. The key will be to find use cases that really add value, in addition to the hype of 2022/23. The main bet, at the moment, is the augmented reality glasses, which are lighter, and that allow the user to continue seeing the real world, while seeing an additional layer of information in their spectrum of vision, designed in the” lenses, explains Kenneth.

From present to future

In the coming years, the consumer buying journey will be impacted by increasingly advanced and integrated technologies. “A generative artificial intelligence will play a central role, enabling highly personalized experiences, from product recommendations to automated interactions with more humanized virtual assistants. The use of data and machine learning should also intensify, providing more accurate and tailored offers to consumer behavior in real time”, comments technology and business expert, CEO Advisor and President of Brasport Publisher, Antonio Muniz.

Another strong trend is the evolution of immersive commerce, driven by metaverse and augmented reality.“These technologies will allow consumers to test products virtually before purchase, improving the experience and reducing the rate of returns.In addition, the means of payment will continue to evolve, with the rise of more agile methods that will make transactions more fluid and secure”, says Antonio. 

Finally, digital sustainability will also gain prominence, with consumers increasingly aware of the environmental impact of their purchases. Companies that adopt practices such as green logistics, circular economy and lower carbon footprint in e-commerce will have a competitive advantage in this new scenario. 

That is, continuous innovation is important for companies that want not only to survive, but also to thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be decisive for the SUCceEDING”, concludes Muniz.