Brazilian e-commerce is experiencing a moment of maturity. According to data from Serasa Experian, 82% of national consumers make at least one purchaseon-linemonthly. This number reflects the definitive consolidation ofe-commerceas part of the country's daily consumption.
However, this rapid 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 security.siteor application. A red alert for the sector.
The new reality of digital consumption
Far from being a phenomenon limited to promotional dates, thee-commerceit became a permanent habit. About 33.4% of Brazilians make between two and three online purchases per month, indicating a mature and ongoing relationship with digital commerce.
This scenario requires brands to adopt a different stance than before. It's no longer just about offering good prices or attractive promotions, but about building a lasting trust relationship with the audience.
The protagonists of digital consumption
The data reveal interesting patterns about the digital consumer profile:
- Women lead consumption in most categories, with a focus on clothing, electronics, and beauty products.
- Class A maintains predominance, but Class C shows significant growth in sectors such as digital entertainment;
- Men have a greater participation in specific niches such as sports betting andgames.
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 requires immediate action from organizations and authorities.
For me, solving 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 authenticationthe combination of biometric, behavioral analysis, and multi-layered verification
Transparencyclear communication about privacy policies and data protection
Continuing educationConsumer guidance on safe purchasing practices
The way forward
THEe-commerceIt is at a turning point. We have the opportunity to establish a more reliable digital environment, but this will require strategic investments and a change 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 industry leaders, we have the responsibility to build a more transparent ecosystem. The time to act is now, and Total IP+AI is committed to being an active part of this transformation.
