The challenges and importance of e-commerce in Brazil

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 the and e-commerce as part of daily consumption in the country.

However, this accelerated growth brings with it complex challenges. As a specialist in digital transformation and data protection, I observe many companies still underestimating the importance of building a robust security infrastructure, focusing only on sales growth.As per the study, 48,1% of consumers have already abandoned the cart due to distrust in the security of the cart award's or app. A red alert for the industry.

The new reality of digital consumption

Far from being a phenomenon restricted to promotional dates, the and e-commerce about 33.4% of Brazilians make between two and three virtual purchases per month, indicating a mature and continuous relationship with digital commerce.

This scenario requires brands to take a different stance from the one previously adopted.It is 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 reveal interesting patterns about the profile of the digital consumer:

• Women lead consumption in most categories, especially clothing, electronics and beauty products;
• Class A retains dominance, but Class C shows significant growth in sectors such as digital entertainment;
• Men have a greater participation in specific niches such as sports betting and games.

This segmentation suggests the need for personalized strategies, considering the particularities of each audience.

The security challenge: far beyond technology

Despite the consistent growth, digital insecurity remains a significant barrier.It is worrying to note how 51% of Brazilians have already been victims of virtual fraud. This number requires immediate action from organizations and authorities.

For me, the solution to this challenge goes beyond the implementation of technological tools. It is necessary to develop an organizational culture and put 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 on privacy and data protection policies

Continuing education: guidance to consumers on safe purchasing practices

The way forward

The and e-commerce we face the opportunity to consolidate a more trusted digital environment, but this will require strategic investments and a change of mindset.

When companies understand digital security as a competitive differentiator, they will be better positioned to capture the benefits of this evolving market. As industry leaders, we have a 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.