This year, Black Friday will be on November 29. Companies that want to stand out from the competition should prepare to meet the expectations of an increasingly demanding consumer audience. A survey by Akamai Technologies, a company specializing in cloud computing and cybersecurity services, revealed that 20% of consumers make online purchases once a week, while 31% do it monthly, however, this frequency increases particularly during events with great repercussion.
The survey also shows that most consumers prefer to shop in international marketplaces, mainly clothing (32%) and electronics (32%). This preference is justified by the wide variety of products available, in addition to the ease of price comparison, being the favorite choice of those seeking a more positive and safe shopping experience.
“We are at a time when time is extremely valuable and the possibility of finding a wide variety of products in one place becomes highly attractive. On Black Friday, this reality is even more evident, as consumers want to make purchases in an agile way, but without compromising security in transactions. Marketplaces meet this demand well by offering not only product diversity, but also a shopping experience that generates” trust, says Helder Ferrao, manager of industry strategy at Akamai LATAM.
In addition to the preference for marketplaces, Akamai's research also highlights the diversification of the purchase channels that consumers use. Smartphone applications lead in popularity, especially in categories such as food (27%) and clothing (16%). However, in segments such as electronics, the preference is balanced between international marketplaces such as Amazon and Mercado Livre (32%), and Brazilian websites such as Magazine Luiza and Casas Bahia (31%). Already for home appliances, national websites stand out with 45% of the preferences, showing that specific platforms are willing to explore the needs.
When making payments, consumers prioritize methods that are fast, safe and practical, but usually vary the means of payment when making purchases. The credit card remains the favorite, used by 71% of Brazilians. Pix, with 65%, has been gaining popularity as an instant payment option and without fees. In addition, 31% of respondents also opt for debit card, while 19% pay via billet 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.In addition, 54% value guarantees about 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.“A Black Friday is a unique opportunity to increase sales and customer loyalty, but requires careful planning.
For consumers, this date offers the opportunity to make significant purchases, but it is essential to be aware of conscious consumption practices. Price comparison, research on the reputation of sellers and reading product reviews can make a difference when closing the purchase. Taking advantage of offers wisely, establishing a budget and avoiding impulse purchases are indispensable measures for a satisfactory shopping experience.
Methodology
The survey “The online shopping landscape in Brazil: consumer preferences and vulnerabilities in the online environment” was conducted with more than 900 people through an online panel in April 2024. The study explores payment method preferences, fears and shopping habits in Brazil, bringing new insights into the issue of vulnerabilities and attacks that consumers face when shopping online.
