Amid discussions about taxation, international websites continue to gain popularity among consumers, and 7 out of 10 Brazilians already make purchases on foreign e-commerce sites. Among the favorites, Shopee (52%), Shein (43%), and Aliexpress (39%) stand out. The data is available in the study E-commerce Trends 2025*, conducted by Octadesk of LWSA, in partnership with Opinion Box, which anticipates the sector's trends for the coming year. Click hereto download the study.
For 60% of consumers, the shopping pace at these stores is expected to remain the same over the next 12 months, while 25% intend to increase and 15% want to buy less. "The consumer increasingly seeks ease and convenience. Prices, product diversity, and quality ultimately influence their purchasing decision in international e-commerce. This situation creates competitiveness challenges but also opportunities for the national entrepreneur," says Rodrigo Ricco, Founder and General Director of Octadesk.
88% shop online at least once a month
The E-commerce Trends 2025 also shows that consumers remain inclined to shop online. Of the total respondents, 88% stated they buy online at least once a month, an increase of 3% compared to last year. Online stores (65%) and marketplaces (60%) are the preferred channels, followed by the stores' own apps (54%).
Free shipping, for 72% of respondents, is the main factor considered when choosing where to buy, followed by promotions (61%) and delivery time (48%).Additionally, lower prices (53%), convenience (58%), promotions (51%), and ease of price comparison (50%) are the reasons for the preference for e-commerce.
"For 73% of consumers, the smartphone is the preferred means for making purchases. This, along with other survey data such as shipping, ease of price comparison, indicates a structural change in consumption habits driven by convenience and connectivity, conveniences that consumers have been increasingly seeking," emphasizes Ricco.
New technologies boost sales of clothing and shoes
With the growth of new technologies, such as virtual fitting rooms and augmented reality filters, along with changing habits, consumers are increasingly purchasing more clothes and accessories online. According to the survey, 57% stated they have already purchased clothing items through online shopping, while 42% bought footwear, 40% personal care and beauty products, and 39% electronics.
The power of influencers in purchasing decisions
According to the study, 45% of consumers have already purchased products recommended by digital influencers. The largest influenced audience is made up of women (52%). In the age stratum, the influence is even greater, with 55% of young people between 16 and 29 years old stating that they make purchases influenced by content creators. The percentage drops to 45% in the 30 to 49 age group and to 34% for those aged 50 or older. Among men, only 36% stated they are influenced, while 54% said they do not purchase products based on influencer recommendations and another 10% were unsure.
Pix grows, but credit card is the main form of payment
Pix remains popular among consumers, and 88% stated that they have already used the payment system to make online purchases. However, the credit card with installment payments remains the main payment method, accounting for 52% of transactions, followed by Pix with 24% of transactions, which is 2 percentage points higher compared to 2022. The cash credit card is used by 14%, debit by 4%, and bank slips by 2%.
The study interviewed 2,055 consumers, aged over 16, from all over Brazil and all social classes, in May 2024. All respondents made at least one online purchase in the last six months. The survey's margin of error is 2.1 percentage points.
