8 Curious facts about consumer habits in Brazil, according to experts

Digitalization has profoundly transformed the way Brazilians consume products and services, impacting everything from payment methods to customer loyalty strategies.With increasingly demanding and connected consumers, companies need to adapt to maintain their relevance in the market.

The 6th edition of prep “Digital Transformation in Brazilian Retail” PERFORMED by the Brazilian Society of Retail and Consumer (SBVC), in partnership with OasisLab and with the support of Cielo 0 revealed that 48% of companies have intensified investments in technology in the last year. Of these, 46% allocated more than 0.45% of gross revenue for this initiative.

Already the Digital Transformation Index Brazil (ITDBr), produced by PwC Brazil and the Dom Cabral Foundation, pointed out that 41% of Brazilian companies consider digital transformation essential for their investments. However, 45.1% still adopt a conservative approach, limiting themselves to modest investments.

For Kenneth Correa, data specialist, FGV MBA professor and author of the book “Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents”, digitalization is no longer a competitive differentiator, but a necessity for survival in the market. “Consumers demand fluid and integrated experiences between different channels, and companies that do not invest in this evolution risk losing relevance. The great challenge is that it is not enough just to implement new technologies, it is necessary to rethink business models to meet these new requirements”, he says.

What has changed in the way we consume?

If before purchases were limited to physical stores, with long search and price comparison processes, today consumers can do all this from anywhere, anytime, through mobile devices.

Personalization has also become a differential. According to Outgrow90% of consumers prefer brands that offer personalized experiences, and 40% are more likely to buy recommended products based on their browsing habits and previous purchases.

In addition, payment methods such as PIX and digital wallets have made transactions faster and more secure Central Bank, the PIX is already the most used payment method in Brazil, adopted by 76.4% of the population.

Loyalty has also undergone transformations. Points programs have given space to strategies such as cashback, personalized service and direct communication, creating a closer relationship between consumers and brands.

The following eight experts address facts about how consumption in Brazil has been impacted by the digital age:

1) “Research is essential to understand the” consumer, comments Danielle Almeida (CMO of MindMiners)

Whether in chatbot or assisting with payment method, information collection and analysis have become critical to understanding consumer expectations and improving marketing strategies.

“Companies need to be aware of the real demands of their customers. Turning this data into concrete actions is essential to create more effective loyalty strategies”, says MindMiners marketing and CMO expert Danielle Almeida 

2) “We are living the revolution of the E-commerce”, says Thiago Muniz (CEO of Predictable Revenue)

“Electronic commerce transformed Brazilian retail.The first major marketplace emerged in 1999, and today the sector continues to grow rapidly thanks to the wide variety of products and the digitization of the means of payment”, explains sales specialist and CEO of Revenue Predictable, Thiago Muniz. 

 The The Global Payments Report it estimates that the global online shopping market will grow by 55.3% by the end of 2025, moving around US$ 8 trillion.

A survey by Octadesk in partnership with Opinion Box showed that 62% of Brazilians make between two and five online purchases per month, while 85% buy online at least once in the same period. “Today, with a few clicks, the consumer can compare prices, read reviews and finalize a purchase quickly and safely”, Thiago adds. 

3) “It is the era of personalization based on” data, reveals Lucas Monteiro (Martech Leader of Keyrus)

Companies are increasingly investing in big data and AI to create tailored experiences for their customers Consumer Trends 2025 points out that 78% of consumers prefer brands that offer personalized interactions. “With the intelligent use of data, it is possible to predict customer turnover, segment campaigns and offer products that really make sense for each and every” audience, explains technology expert and Martech Leader at Keyrus, Lucas Monteiro. 

4) “Digital payments dominate the” market, says Murilo Rabusky (Business Director at Lina Open X)

The digitization of payments has brought more convenience, replacing physical money and cards with solutions such as PIX, digital wallets and Open Finance.

Open Finance, for example, last year surpassed the 47 million user mark in a month, according to data from the Brazilian Federation of Banks (Febraban). At the end of 2024, there were 57.62 million active consents, demonstrating a consistent advance.

According to Lina Open X Business Director Murilo Rabusky, the innovation that arrived in 2025 and that will impact the market is PIX by approximation, because it promises to be a game changer. “Just link an account to a digital wallet and authorize payment with a touch or facial recognition. This increases consumer convenience and opens new opportunities for” merchants, explains Murilo.  

5)“Os digital influencers dictate the consumption of”, he says Pedro Paulo Alves (co-founder of Boomer)

Today in Brazil 144 million people are active in social networks, and content creators are shaping trends and building the reputation of organizations. Large companies, such as Magalu, are transforming their virtual assistant in order to make it more humanized.“Lu”, a digital influencer with millions of followers, strengthening the emotional connection with its customers. 

“Companies are failing to communicate only as brands and starting to act as content creators, to truly get closer to their customers. Therefore, the media teams of large companies have realized that advertising campaigns need to be more humanized and authentic, connecting with the public in an efficient and genuine way. This connection is based on entertainment, that is, the ability to engage and engage the consumer through campaigns, generating trust and boosting the purchase decision” declares the co-founder of Boomer, Pedro Paulo Alves.   

6) “ Streaming consumption highlights the power of” loyalty, he says Eduardo Augusto (CEO of IDK)

Companies like Netflix and Amazon have revolutionized the market by investing in subscriptions, ensuring recurring revenue and keeping loyal customers longer.

“A Amazon, for example, changed the game in retail and technology by creating new rules for the market and transforming the way we consume. From Amazon Prime, which made fast delivery a standard and loyalized subscription customers with more than 200 million members worldwide, to AWS, which dominates cloud computing, the company not only innovated, it reinvented entire sectors.The Marketplace opened doors to millions of sellers, while Alexa put artificial intelligence in the routine of millions of people”, recalls IDK CEO Eduardo Augusto.  

The result is an organization that dictates trends in technology, user experience, loyalty and operation. 

7) “Care for the environment through the circular economy is essential”, he points out  Raimundo Onetto (co-founder of Kwara)

The emergence of new consumption models, such as real estate rental (Airbnb), online thrift stores (Enjoei) and digital auctions (Kwara), reflects the growing search for more sustainable alternatives.In this context, the circular economy gains strength by encouraging reuse, recycling and extension of the useful life of products.

For Raimundo Onetto, co-founder of online auction platform Kwara, consumers are increasingly aware of the environmental impact of their purchasing decisions.

“Participating in an auction often means giving a new life to a valuable item that is still in excellent condition, avoiding premature disposal and minimizing waste. This sustainable behavior is aligned with the values of many consumers who want to make more conscious choices. In addition, when considering auctions of products such as electronics, vehicles, machinery and real estate, this practice not only extends the usefulness of goods, but also provides financial advantages. The combination of economy and environmental responsibility has driven interest in this acquisition model”, highlights Raimundo.

8) “The future is in the” metaverse, he says Kenneth Correa (expert in innovation and data)

With technological advances, the metaverse presents itself as the next great consumer revolution, enabling immersive experiences, interactive virtual stores and new dynamics of relationship between brands and consumers.

“Size companies already explore virtual environments for training, public engagement and business innovation. The challenge is to develop applications that truly deliver value, going beyond the excitement that marked the years 2022 and 2023. Currently, the main bet is the augmented reality glasses, which have become lighter and allow the user to view the real world at the same time, in which he receives information projected on the” lenses, explains Kenneth. 

Our future will be 100% connected 

In the coming years, the buying journey will be transformed by more advanced and integrated technologies.Generative artificial intelligence will play a central role, providing personalized recommendations and more humanized automated interactions.The use of data and machine learning will also evolve, making offers more accurate and adapted to consumer behavior in real time. 

Immersive commerce, driven by metaverse and augmented reality, will allow consumers to test products virtually, improving the experience and reducing returns.In addition, payment methods will continue to evolve, making transactions more agile and secure. 

Digital sustainability will also be a priority, with consumers demanding practices such as green logistics and circular economy. “That is, continuous innovation is important for companies that want to not only survive, but also thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be decisive for the SUCcea”, concludes technology and business expert, CEO Advisor and President of Brasport Publishing, Antonio Muniz. 

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Kenneth CorreaKenneth Correa he is a renowned expert in Data, Artificial Intelligence and Metaverse. MBA Professor at the Getulio Vargas Foundation (FGV), the professional has helped shape the next generation of leaders. In addition, Kenneth is an international TEDx lecturer and serves as Director of Strategy of the Agency 80 20 Marketing, where he leads a team of 90 professionals. With 15 years of experience in marketing and technology, he develops innovative projects for large companies such as AEGEA, JBS and Suzano Recently launched at MIT (MIT (MIT Massachusetts Institute of Technology) his first international book, “O Genncognitive Power of AI more than AI Kenneth Correa. 

Lina Open 

Lina was born with the objective of building technological solutions to support Brazilian financial institutions and insurance companies in all the needs related to the Open Finance data sharing ecosystem and services. The company, which began its work in Open Banking, is already a leader in Open Insurance and has consolidated itself as one of the most important Open Finance providers in the Brazilian market, being the strategic partner of important institutions such as B3, RTM and TecBan. Learn more: https://linaopenx.com.br/ 

Keyrus
Keyrus it is a global digital transformation consultancy, operating in 27 countries and with a team of more than 3,300 experts.Recognized by Forbes as one of the best consultancies in the world, the company operates in three main areas: Data Intelligence, Digital Experience and Management & Transformation Consulting.

Keyrus stands out as a leader in offering innovative proposals in BI, Data Driven Journey, Artificial Intelligence, Hyperautomation, Martech, Digital Products and Augmented Solutions for the Industry. This strategic approach enables the company to combine its technical expertise with a deep understanding of the challenges of each client, resulting in customized deliveries that meet the specific demands of each sector.

In addition, Keyrus is recognized in Brazil as a leader in the Advanced BI & Reporting Modernization Services & Midsize quadrants and has gained prominence as “Market Challenger in the Data Science & AI Services and Data Modernization Services 2024 ISG report, according to ISG 2024. These achievements reaffirm Keyrus' commitment to excellence and innovation in digital transformation, solidifying its prominent position in the market. To learn more, visit the website Keyrus stories LinkedIn.

MindMinersA MindMiners it is a technology company that has been operating since 2013 committed to innovation to bring disruptive solutions to the consumer insights market. By combining research, technology and data intelligence, it helps large brands from various segments to make business decisions efficiently from reliable data that translate consumer behavior. The company has a proprietary and exclusive panel of respondents, MeSeems, which brings together more than 5 million people from all over the country, they share ideas, preferences and routines, generating a valuable database of information. Among the customers that today integrate the MindMiners portfolio are Itau, Renner, Vivo, Know more about Nestlik: Diako and Diakle. https://mindminers.com/

BoomerBoomer is a company specialized in performance media, growth marketing, data intelligence and sales to accelerate brands. It uses tools such as conversion optimization (CRO) and paid media management, helping brands to maximize their return on investment (ROI) in the digital environment. With a data-based approach, Boomer offers customized solutions that aim to improve the user experience, increase conversion rates and boost the performance of digital channels. With a team of highly qualified specialists and a portfolio with large companies in the market, such as Chima Steakhouse, HS Sports, Mamma Jamma, GE Beauty and The Mountain, Boomer has been a strategic partner to transform their online operations and Rock has been a company that has been transforming. Know more.

IDKIDK it is a renowned consultancy in Brazil, which offers solutions that unite technology, design and communication. The combination of these three areas at IDK is what results in the quality of deliveries, innovation and high performance of its customers. The goal is to help companies that want to turn their aspirations into reality, building real connections and learning through data analysis and personalization of service. IDK assists large companies on the fronts of branding, media, data, gaming content, video production, digital development, service release, customer experience, UI, UX/CX research and CRM). Technology is not the end, it is just the means, it is the ID-K, it is the very much, it is the ID-K!  

KwaraKwara it is a platform that sells goods, products and assets of any nature to companies of any segment and place in Brazil. The business offers cutting-edge technology, security, agility and wide range, bringing the complete solution so that customers sellers and buyers do not have to worry when it comes to buying and selling. Learn more in Kwara.

Antonio Muniz'sAntonio Muniz's he is a renowned leader in the technology and business sector, acting as CEO Advisor and President of Brasport Publishing, where he offers high-impact strategic consulting. His performance goes beyond the educational sphere, being also president of the Technology Committee in two academies, where he fosters networking and professional development. Muniz is widely recognized for his ability to connect people and ideas, always with the objective of promoting collective growth and mutual success. As Community Leader of the Collaborative Journey, he is a reference in areas such as Agility, DevOps, Lean, Educa, OKR and Digital Transformation. In addition to writer, speaker and professor of Business Accessing and Information Technology. LinkedIn.