Consumption patterns have been changing, and recently shoppers have preferred to purchase products from virtual stores and marketplaces instead of physical stores. This is one of the conclusions of the CX Trends 2025 research, developed by Octadesk in partnership with Opinion Box.
According to the survey, 64% of respondents reported regularly visiting physical stores. This number represents a drop of 3 percentage points from the indicator recorded in last year’s edition of the same study. On the other hand, the proportion of consumers who prefer to be served on websites and virtual stores increased to 77%. Additionally, 43% of respondents stated that they make purchases through store apps, while 15% reported making social purchases via WhatsApp and Instagram.
Convenience and associated costs further stimulate this consumer preference for online shopping. The study points out that among the motivations for online purchases, the following stand out: Free shipping (62%), Product or service quality (56%), and Price (53%). Regarding channels, the main sources of acquisition were: Online stores (68%), Marketplaces (66%), WhatsApp (30%), and Instagram (28%).
In recent years, strategies involving the use of AI for delivering personalized content have gained prominence.
Merchants and advertisers have been seeking new methods to engage customers. Beyond free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of every 10 purchasing decisions for products or services.
High proportions in a significant year have occurred in survey responses pointing to the use of AI and customer service as decision factors: an unmatched 68% highlighted personalization in the last 12 months, while 50% reported interacting with AI during their purchases, an 8% increase compared to the previous year.
Additionally, 35% of respondents reported experiencing personalized recommendations through AI in their product purchases or service hiring. “Today, beyond quality or efficiency, consumers want an experience that understands and connects to their needs,” said Rodrigo Ricco, Founder and General Director of Octadesk. “Technology should be employed as a partner in service to enhance human interaction, not suppress it. This blend delivers an experience that will make a ready difference for customers and provides more profit for businesses.”
CX Trends 2025 consists of the survey conducted by Octadesk, together with Opinion Box and support from Vindi, Locaweb, Moskit, Bling, and KingHost, involving over 2,000 consumers aged 16 and above, from all social classes and regions of Brazil. The research has an estimated margin of error of 2.2 percentage points. Click here to access the full report.
