Digital transformation has profoundly reshaped consumption habits in Brazil. With increasing digitization, Brazilian consumers are becoming more connected, demanding integrated and personalized shopping experiences.
According to the Brazil Digital Transformation Index (ITDBr) 2024, prepared by PwC Brazil in partnership with Fundação Dom Cabral, 41% of companies still recognize digital transformation as crucial for their investments, demonstrating a willingness to explore new technologies even during periods of financial constraint. The study also reveals that 45.1% of the companies surveyed adopted a cautious stance regarding digital initiatives, limiting themselves to modest investments.
‘Digitization is no longer a differentiator but a necessity for companies that want to remain competitive. Consumers expect seamless and integrated experiences across all channels, and those who do not invest in innovation risk losing relevance. Adapting to digital transformation means not only implementing new technologies but rethinking business models to meet new market demands,’ emphasizes data expert, speaker, and MBA professor at Fundação Getúlio Vargas (FGV), and author of the book ‘Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents’, Kenneth Corrêa.
What has changed in purchasing habits?
What was once a shopping journey limited to physical stores and dependent on time and travel has now become a fast and dynamic experience, thanks to digitization.
Previously, price research and comparison were time-consuming, requiring direct consultation with sellers and catalogs. Now, consumers can research, compare, and buy products from anywhere, at any time, using mobile devices.
Personalization has become a key differentiator, with offers tailored to the consumer’s profile based on browsing and past purchase data. According to data from Outgrow, 90% of consumers prefer brands that offer personalized experiences and are 40% more likely to view recommended items based on information shared with the brand.
In addition, payment methods like PIX and contactless payments make purchases faster and frictionless, changing the relationship with credit card payments.
According to the survey ‘The Brazilian and Their Relationship with Money’, published by the Central Bank, PIX is already the most widely used payment method among Brazilians. The service is adopted by 76.4% of the population, followed by debit cards (69.1%) and cash (68.9%).
Loyalty has also changed. In the past, traditional points programs were the main strategy. Today, companies invest in personalized service, efficient post-sales, cashback, and accessible communication, winning customer loyalty more effectively.
From the rise of e-commerce to the popularization of digital payments, social networks, and the sharing economy, connectivity has reshaped the relationship between consumers and brands. Below, experts highlight seven major internet-driven trends that have significantly impacted the market.
Trend 1: The emergence of e-commerce
E-commerce revolutionized retail, and the first major Brazilian marketplace was launched in 1999. According to the report ‘The Global Payments Report’, the global online shopping market is projected to grow over 55.3% by the end of 2025, reaching around $8 trillion.
Additionally, a survey study by Octadesk in partnership with Opinion Box revealed that 62% of consumers make between two and five online purchases per month, and 85% shop online at least once in that period. Given this scenario, physical retail had to reinvent itself, consolidating Brazil as one of the world’s leading e-commerce markets.
‘The growth of e-commerce didn’t happen by chance. Convenience, product variety, and the digitization of payment methods have made online shopping a natural choice for consumers. Moreover, factors like the popularization of marketplaces, logistics agility, and the strengthening of mobile commercedrive this advancement. Today, with just a few clicks, it’s possible to compare prices, read reviews, and complete a purchase securely and instantly, transforming the consumer experience and reinforcing the rise of e-commerce,’ evaluates sales expert and CEO of Receita Previsível, Thiago Muniz.
Trend 2: The expansion of digital payment methods
If purchases once depended solely on cash or cards, digitization has now brought more practical alternatives like PIX, digital wallets, Open Finance, and installment payment solutions.
Open Finance, for example, surpassed 47 million users in a single month last year, according to data from the Brazilian Federation of Banks (Febraban). By the end of 2024, there were 57.62 million active consents, demonstrating consistent growth.
The expectation is that the system will reach an even larger portion of the population by the end of 2025, as PIX Biometrics and Contactless is an innovation of Open Finance and will drive the payments market. ‘With this feature, the user only needs to link an account to a digital wallet and, through NFC technology and biometric authentication on their device, a payment will be made instantly. You don’t even need to open the banking app. This represents greater convenience for the consumer, as well as more opportunities and challenges for entrepreneurs,’ explains Murilo Rabusky, Business Director at Lina Open X.
Trend 3: Personalization in consumer experience and data usage
With advances in artificial intelligence and big data, companies have started offering increasingly personalized experiences, analyzing preferences, purchase history, and online behavior to suggest products and services more assertively. The report Consumer Trends 2025 report indicates that 78% of consumers prefer brands that provide personalized experiences.
For Lucas Monteiro, Martech Leader at Keyrus, an international consultancy specializing in Data Intelligence and Digital Transformation, businesses are adopting an increasingly holistic approach to understanding their consumers.
‘Many companies are not just limiting themselves to monitoring consumer actions but are also investing in deeply understanding what they think, feel, and desire. With this strategy, it’s possible to create truly personalized experiences and build lasting relationships,’ he highlights.
In this scenario, data is fundamental. The Keyrus expert further explains, ‘Data can contain the answers to a company’s biggest challenges regarding its specific customers. Through Customer Data technology, for example, it’s possible to create personalized campaigns for different regions and segments, predict customer churn, helping companies improve customer interaction and increase sales by targeting the right audience with marketing campaigns.’
Trend 4: Using research to understand the consumer
Gathering and analyzing information has become essential for brands that want to better understand their audience. More and more companies are adopting data-based strategies to enhance their marketing efforts, understand consumer behavior, and personalize their offerings. Intensive use of this information helps identify trends, preferences, and buying habits, making communication more efficient and assertive.
According to Danielle Almeida, CMO of MindMiners, listening to and understanding the target audience is not just a trend but a strategic necessity. ‘Brands must adapt quickly to maintain their competitiveness. Therefore, understanding consumers’ real demands and turning this data into concrete actions is essential for winning and retaining customers in an increasingly dynamic market.’
Trend 5: The rise of digital influencers and purchase recommendations
If purchasing decisions were once based on traditional advertising, today influencers play a fundamental role in recommending products and brands.
In Brazil, 144 million people are active on social media, and content creators shape trends and build companies’ reputations. Magalu, for example, transformed its virtual assistant, ‘Lu,’ into a digital influencer with millions of followers, strengthening emotional connections with customers.
‘Companies are no longer communicating just as brands but are acting as creators, that is, content creators, to truly get closer to their customers. That’s why media teams at major companies have realized that advertising campaigns must be more humanized and authentic, connecting with audiences efficiently and genuinely. This connection is based on entertainment, meaning the ability to engage consumers through campaigns, building trust and driving purchase decisions,’ declares Pedro Paulo Alves, co-founder of Boomer.
Trend 6: Subscription-based loyalty
Customer loyalty is a process of retaining already-acquired customers. The foundation of this strategy is trust between the customer and the organization, built through differentiated service and quality products and services.
Some of the world’s most profitable companies, like Apple and Coca-Cola, and streaming services like Netflix and Spotify, owe much of their success to loyal customers who are always ready to defend them.
According to Eduardo Augusto, CEO of IDK, a consultancy specializing in technology, design, and communication, a prime example of subscription-based loyalty is Amazon’s strategy.
“Amazon changed the game in retail and technology, creating new market rules and transforming the way we consume. From Amazon Prime, which made fast delivery a standard and built customer loyalty through subscriptions with over 200 million members worldwide, to AWS, which dominates cloud computing, the company has not just innovated—it has reinvented entire industries. The Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the daily lives of millions. The result is a company that sets trends in technology, user experience, customer loyalty, and operations,” says Eduardo.
Fun Fact 7: the rise of the sharing economy and the circular economy
Beyond different consumption models, such as property rentals (Airbnb), online thrift stores (Enjoei), and online auctions (Kwara), the pursuit of more sustainable consumption drives the circular economy—a model that encourages reuse, recycling, and extending product life cycles.
According to Raimundo Onetto, co-founder of Kwara, an online auction platform, today’s consumers are more aware of the environmental impact of their choices.
“By acquiring a product at auction, you’re often giving a second life to something that still holds high value and is in perfect working condition, preventing premature disposal and reducing waste. This sustainable trend aligns with the values of many who want to consume more responsibly. Additionally, when it comes to auctions for quality items—be it electronics, vehicles, machinery, or even real estate—this logic of extending an item’s utility creates a positive sense of savings and ecological awareness. This combination of financial opportunity and environmental responsibility has indeed increased consumer interest in this purchasing format,” emphasizes Raimundo.
Fun Fact 8: the metaverse and the future of digital consumption
With technological advancements, the metaverse is emerging as the next frontier of consumption, enabling immersive experiences, interactive virtual stores, and new ways for brands and customers to engage.
“Major brands are already using virtual environments for training, customer engagement, and new business models. The key will be finding use cases that truly add value beyond the hype of 2022/23. The current focus is on augmented reality glasses, which are lighter and allow users to see the real world while viewing an additional layer of information in their field of vision, projected onto the lenses,” explains Kenneth.
From the present to the future
In the coming years, the consumer shopping journey will be impacted by increasingly advanced and integrated technologies. “Generative AI will play a central role, enabling highly personalized experiences, from product recommendations to automated interactions with more human-like virtual assistants. The use of data and machine learning will also intensify, providing more precise and real-time tailored offers based on consumer behavior,” comments technology and business expert, CEO Advisor, and President of Editora Brasport, Antonio Muniz.
Another strong trend is the evolution of immersive commerce, driven by the metaverse and augmented reality. “These technologies will allow consumers to virtually test products before purchase, improving the experience and reducing return rates. Additionally, payment methods will continue to evolve, with the rise of faster and more agile solutions making transactions smoother and more secure,” points out Antonio.
Finally, digital sustainability will also take center stage, with consumers increasingly mindful of the environmental impact of their purchases. Companies that adopt practices like green logistics, circular economy models, and lower carbon footprints in e-commerce will have a competitive advantage in this new landscape.
“In short, continuous innovation is crucial for companies that want not just to survive but thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be decisive for success,” concludes Muniz.
