Consumers have been increasingly shopping in online stores and marketplaces and opting less for physical stores, according to the CX Trends 2025 survey conducted by Octadesk, LWSA’s customer service platform, in partnership with Opinion Box.
According to the survey, 64% of respondents revealed a preference for physical stores – 3 percentage points less than last year’s edition of the same study. Meanwhile, the search for purchases on websites and online stores reached 77% of consumers. Additionally, among those surveyed, 43% still claimed to make purchases through stores’ apps and 15% said they buy through social networks like WhatsApp and Instagram.
Convenience and costs drive this preference for online shopping by consumers. According to the study, the reasons for online purchases include free shipping (62%), product or service quality (56%), and low prices (53%). The main shopping channels include online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).
Message personalization influences purchases
In addition to free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of 10 purchasing decisions for products or services. In the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% mentioned having had experience with AI when making their purchases – an increase of 8 percentage points compared to the previous year.
Additionally, 35% of respondents stated they had experienced personalized recommendations through AI in their product purchases or service hiring. “Today, besides quality or efficiency, the consumer wants an experience that understands and connects to their needs. Technology should be used as an ally to enhance human service, not replace it. This combination creates an experience that truly makes a difference for the customer and brings an opportunity for revenue growth for companies,” says Rodrigo Ricco, Founder and CEO of Octadesk.
The CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed over 2,000 online consumers above 16 years old from all over Brazil and all social classes. The research has a margin of error of 2.2 percentage points. To access the full report, click here.
