Brazilian e-commerce is experiencing a moment of maturity. According to data from Serasa Experian, 82% of national consumers make at least one purchase online monthly. This number reflects the definitive consolidation of e-commerce as part of everyday consumption in the country.
However, this rapid growth brings complex challenges. As an expert in digital transformation and data protection, I observe many companies still underestimating the importance of building robust security infrastructure, focusing only on sales growth. According to the study, 48.1% of consumers have abandoned their carts due to distrust in the security of the website or app. A red alert for the sector.
The new reality of digital consumption
Far from being a phenomenon restricted to promotional dates, e-commerce has established itself as a permanent habit. Around 33.4% of Brazilians make between two to three online purchases per month, indicating a mature and ongoing relationship with digital commerce.
This scenario requires brands to adopt a different approach than before. It’s no longer just about offering good prices or attractive promotions, but about building a lasting relationship of trust with the public.
The protagonists of digital consumption
The data reveals interesting patterns about the digital consumer profile:
- Women lead consumption in most categories, especially in clothing, electronics, and beauty products;
- Class A remains predominant, but Class C shows significant growth in sectors like digital entertainment;
- Men show higher participation in specific niches like sports betting and games.
This segmentation suggests the need for personalized strategies, considering the particularities of each audience.
The security challenge: beyond technology
Despite consistent growth, digital insecurity remains a significant barrier. It’s concerning to note that 51% of Brazilians have already been victims of online fraud. This number demands immediate action from organizations and authorities.
In my view, the solution to this challenge goes beyond implementing technological tools. It’s necessary to develop an organizational culture and place customer protection at the center of all decisions. Some essential pillars include:
Robust authentication: the combination of biometrics, behavioral analysis, and multi-layered verification
Transparency: clear communication about privacy policies and data protection
Continuous education: guiding consumers on safe purchasing practices
The path forward
The e-commerce is at an inflection point. We have the opportunity ahead to consolidate a more reliable digital environment, but this will require strategic investments and a shift in mindset.
When companies understand digital security as a competitive advantage, they will be better positioned to capture the benefits of this evolving market. As sector leaders, we have the responsibility to build a more transparent ecosystem. The time to act is now, and Total IP+IA is committed to being an active part of this transformation.
