This year, Black Friday will be on November 29th. Companies that want to stand out from the competition must prepare to meet the expectations of an increasingly demanding consumer audience. A study by Akamai Technologies, a company specialized in cloud computing services and cybersecurity, revealed that 20% of consumers make online purchases once a week, while 31% do so monthly; however, this frequency increases particularly during highly publicized events.
The research also shows that most consumers prefer to shop on international marketplaces, mainly clothing (32%) and electronics (32%). This preference is justified by the wide variety of available products, as well as the ease of price comparison, making it the favorite choice for those seeking a more positive and secure shopping experience.
"We are in a moment where time is extremely valuable and the possibility of finding a wide variety of products in a single place becomes highly attractive. On Black Friday, this reality becomes even more evident, as consumers want to shop quickly but without compromising transaction security. Marketplaces meet this demand well by offering not only a diversity of products but also a shopping experience that builds trust," says Helder Ferrão, industries strategy manager at Akamai LATAM.
In addition to the preference for marketplaces, Akamai's research also highlights the diversification of the purchasing channels that consumers use. Smartphone apps lead in popularity, especially in categories such as food (27%) and clothing (16%). However, in segments like electronics, the preference is balanced between international marketplaces such as Amazon and Mercado Livre (32%), and Brazilian sites like Magazine Luiza and Casas Bahia (31%).For appliances, national websites stand out with 45% of preferences, showing that consumers are willing to explore different platforms depending on their specific needs.
When making payments, consumers prioritize methods that are quick, secure, and convenient, but they tend to vary their payment methods when shopping. The credit card remains the favorite, used by 71% of Brazilians. Pix, with 65%, has been gaining popularity as an instant and fee-free payment option. Additionally, 31% of respondents also choose debit cards, while 19% pay via boleto and 18% use digital payments such as PayPal and MercadoPago.
The security of transactions also becomes a concern for consumers. 90% of respondents believe that companies should be penalized for data breaches that compromise user privacy. Additionally, 54% value guarantees regarding the security of credit card data during the transaction, and 52% consider the ease and security of the payment process as decisive factors when making an online purchase.
Concern for security in online shopping, especially during Black Friday, requires companies to invest in technologies that protect consumers' personal and financial information. Helder emphasizes the importance of retailers adapting to the needs of the public. Black Friday is a unique opportunity to increase sales and build customer loyalty, but it requires careful planning. Companies that offer an integrated shopping experience, intuitive navigation, and effective customer support are more likely to stand out.
For consumers, this date offers the opportunity to make significant purchases, but it is essential to be attentive to conscious consumption practices. Price comparison, research on seller reputation, and reading product reviews can make a difference when making a purchase. Taking advantage of deals wisely, setting a budget, and avoiding impulsive purchases are essential measures for a satisfying shopping experience.
Methodology
The research "The landscape of online shopping in Brazil: consumer preferences and vulnerabilities in the online environment" was conducted with over 900 people through an online panel in April 2024. The study explores payment method preferences, concerns, and shopping habits in Brazil, providing new insights into the vulnerabilities and attacks consumers face when making online purchases.
