Amid discussions about taxation, international websites continue to gain ground among consumers, and 7 in 10 Brazilians already make purchases from foreign e-commerce sites. Among the favorites are Shopee (52%), Shein (43%), and Aliexpress (39%). These data are included in the E-commerce Trends 2025* study, conducted by Octadesk, a member of the LWSA, in partnership with Opinion Box, which forecasts industry trends for the coming year. Click here to download the study.
For 60% of consumers, the pace of purchases in these stores is expected to remain the same over the next 12 months, while 25% intend to increase their purchases, and 15% want to buy less. "Consumers are increasingly seeking convenience and ease. Prices, product diversity, and quality ultimately influence their purchasing decisions in international e-commerce. This situation creates competitive challenges, but also opportunities for Brazilian entrepreneurs," says Rodrigo Ricco, Founder and CEO of Octadesk.
88% shop online at least once a month
E-commerce Trends 2025 also shows that consumers remain inclined to shop online. Of the total respondents, 88% said they shop 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 store apps (54%).
For 72% of respondents, free shipping is the main factor they consider when choosing where to buy, followed by promotions (61%) and delivery time (48%). Furthermore, lower prices (53%), convenience (58%), promotions (51%), and the ease of comparing prices (50%) are the reasons for preferring e-commerce.
"For 73% of consumers, smartphones are their preferred means of making purchases. This, along with other survey data such as shipping and ease of price comparison, demonstrates a structural shift in consumer habits driven by convenience and connectivity, features that consumers are increasingly seeking," Ricco highlights.
New technologies boost clothing and shoe sales
With the rise of new technologies, such as virtual fitting rooms and augmented reality filters, along with changing habits, consumers are increasingly purchasing clothing and accessories online. According to the survey, 571 TP3T reported having already purchased clothing items online, while 421 TP3T purchased shoes, 401 TP3T purchased hygiene and beauty products, and 391 TP3T purchased 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 women (52%). By age group, the influence is even greater, with 55% of young women between 16 and 29 years old reporting making purchases influenced by content producers. The percentage drops to 45% in the 30-49 age group and 34% for those 50 and older. Among men, only 36% reported being 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% reported having used the payment system to make online purchases. However, credit cards with installment payments remain the main payment method, accounting for 52% of transactions, followed by Pix with 24% of transactions, a 2 percentage point increase compared to 2022. Credit cards are used by 14%, debit cards by 4%, and boletos by 2%.
*The study interviewed 2,055 consumers, aged 16 and over, from all social classes across Brazil 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.
