Brazilian e-commerce is experiencing a period of maturity. According to data from Serasa Experian, 82% of domestic consumers make at least one purchase online monthly. This number reflects the definitive consolidation of e-commerce and e-commerce as part of the country's consumer daily life.
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. According to the study, 48.1% of consumers have already abandoned their shopping cart due to distrust in the security of the platform. 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, e-commerce and e-commerce has established itself as a permanent habit. Approximately 33.4% of Brazilians make between two and three online purchases per month, indicating a mature and continuous relationship with digital commerce.
This scenario demands a different posture from brands than 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 reveals interesting patterns about the digital consumer profile:
- Women lead consumption in most categories, with emphasis on clothing, electronics, and beauty products;
- Class A maintains predominance, but Class C shows significant growth in sectors such as digital entertainment;
- Men show greater participation in specific niches such as sports betting and technology. games.
This segmentation suggests the need for personalized strategies, considering the particularities of each audience.
The security challenge: far beyond technology
Despite consistent growth, digital insecurity remains a significant barrier. It is 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 the implementation of technological tools. It is 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 and data protection policies
Continuous education: guiding consumers on safe purchasing practices
The way forward
The and e-commerce E-commerce is at an inflection point. We have ahead of us the opportunity to consolidate a more reliable digital environment, but this will require strategic investments and a change in 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 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.
