The digital environment has established itself as a shopping channel in Brazil, and now companies need to innovate strategically using data, artificial intelligence (AI), and personalization to create relevant experiences and win consumer loyalty. A new survey by Neogrid, a technology and data intelligence ecosystem that develops solutions for consumer chain management, shows that 75% of Brazilians access store apps at least once a month to research or purchase products. Among them, 33% use these resources weekly, 23% monthly, and 19% daily. Only 4% say they use the technology occasionally.
The study ‘Data on Consumption and Loyalty in Brazil,’ developed by Neogrid in partnership with Opinion Box, a leader in market research and customer experience technology, reveals that 35% of respondents occasionally use third-party apps and websites for grocery shopping, while 27% use them weekly and 8% rely on these platforms every day. In contrast, 9% have never used these digital channels for this type of purchase.
Fast delivery is the factor that most attracts the public to e-commerce (65%), according to the survey. Other attributes, such as product personalization (14%), immersive experiences (8%), and AI (6%), also stand out when choosing the digital channel. When opting for new technological alternatives in retail, 35% of respondents seek ease of purchase, 33% time savings, 18% a differentiated shopping journey, and 13% value access to detailed information.
The insights indicate that the modern consumer, accustomed to using apps for nearly all daily tasks, demands a level of autonomy and speed. The challenge now is no longer about knowing what to do but how to do it—which requires a strategic vision regarding data usage. For retail, the study results highlight the need to offer an efficient and personalized journey, investing in solutions that enhance loyalty.
Majority perceives positive movement in physical retail toward innovation
When it comes to physical stores, 66% of respondents believe establishments are adapting satisfactorily to new technologies. The majority (61%) have already used human-free services in supermarkets, such as self-checkout or automated checkout, where customers shop without interacting with employees—and approved this experience. Another 23% have yet to try it but show interest. Meanwhile, 11% tried it and did not like it, while 5% say they have not used it and do not intend to adopt this type of service.
Regarding the adoption of more advanced features, such as mobile scanning, augmented reality, and AI, 47% have not yet tried these solutions but are considering testing them; 39% have already used them and found them positive; 6% have never used them and have no intention of doing so.
As for the willingness to pay more for an innovative shopping experience, 37% of respondents declare themselves neutral, 24% are willing, and 18% are very willing to invest in products or services that provide a more innovative journey. The variety of brands and products is the main attraction factor for a physical store (50%), followed by fast delivery (31%), mobile payment (6%), and product personalization, immersions, and AI—all with 3% of responses.
Looking ahead, although most see significant changes in physical commerce, 49% expect more technology and innovation in these locations, 21% desire greater personalization of offerings, 18% want ease in exchanging or returning products, and 10% aim to have more payment options available.
This outlook highlights the potential of brands that invest in innovation to add value and attract people willing to pay more for it. However, investment alone does not justify an additional cost and underscores the importance of balancing exclusivity and accessibility by offering real value without alienating price-sensitive customers.
Profile of respondents
The study was conducted online, using Opinion Box’s Respondent Panel, with over 2,000 people from all over Brazil aged 16 and above and from all social classes who are fully or partially responsible for household purchases.
