Perfumes and cosmetics are the items with the highest intention to buy over the internet, according to 54% of consumers heard by the study of NIQ Ebit, a company specialized in e-commerce and market research. As the main reason for preference, 44% claim that they arrive at online stores due to the influence of advertisements on social networks such as Instagram and Facebook.
In Brazil and worldwide, e-commerce has been growing, from the change in consumer buying habits. The information was disclosed by the survey “E-commerce Trends 2025”, carried out by Octadesk in partnership with the Opinion Box, which shows that, among the 2,055 respondents, more than half make their cosmetic purchases virtually, reducing the trip to physical stores.
In the list of the most sought after products are fragrances, articles of skincare and hair care items such as dryers and dyes. Purchases are mostly made for your own consumption, but makeup and perfumes for gift also impact sales.
It is important to choose the right cosmetics
The Brazilian Society of Dermatology (SBD) warns that before making the purchase of cosmetics, it is necessary to understand the characteristics of the skin and the body skincare, Items should be chosen carefully to avoid possible irritations.
Questions about which sunscreen is best or how to choose a facial moisturizer are common, and both choices should be made taking into account each person's skin type, which can be mixed, oily or dry.
About perfumes, the recommendation is to seek information about the composition. Fragrances are divided into olfactory families, being herbal, woody and amber. Knowing them facilitates the choice.
Information on concentration levels can also help. Only products that have the percentage above 30% are considered really perfumes.The application should be made on the wrists and the nape, and the product should not be in contact with heat and moisture.
The identification of the type of hair is also important for the choice of products. For oily hair are indicated light products and that do not dry. To take care of the dry wires, the orientation is to prioritize those with moisturizing and nutritious action, while the mixed require balance of the shampoo and the conditioner. To help in the search, a tip is to understand the labels and ingredients used.
Security data ensures protection for purchases
The survey by NIQ Ebit shows that 88% of customers make purchases online at least once a month, it is important to be aware of bureaucratic and security information. Conduct research on the reliability of the virtual store, forms of payment, product descriptions and be careful with fraud and very high discounts are important care so that data and purchase are protected, as directed by consumer protection agencies.
In addition to these points, defense agencies warn about the importance of understanding the company's return and exchange policies, delivery times and compare prices in order to ensure the best deal.
International purchases require special attention from consumers. Last year, the IRS created the Consignment Conform program, which certifies e-commerce companies that follow import rules. According to the agency, the consumer who buys on these sites guarantees advantages, such as reducing tax for purchases with value up to US$ 50.
Furthermore, according to the study, among Brazilian consumers, 72% state they acquire most of their products from foreign stores, such as Shopee, Shein and Aliexpress. Preference is justified by the diversity of items, lower prices and quality of products.
To ensure the protection of consumers, there is legislation that also covers digital commerce.The Consumer Protection Code (CDC) establishes rules for the preservation of customer rights and the responsibilities of sellers. Already the E-commerce Law (no 7.962/2013) provides for transactions made between an online store and its buyer.
