Consumers are increasingly shopping at online stores and marketplaces and choosing physical stores less, according to the CX Trends 2025 survey conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box.
According to the survey, 64% of respondents revealed a preference for physical stores – 3 percentage points less than the figure from last year's edition of the same study. The search for purchases on websites and online stores has reached 77% of consumers. Furthermore, among the respondents, 43% still stated that they shop through store apps and 15% said they purchase via social networks, such as WhatsApp and Instagram.
Convenience and costs drive this consumer preference for online. According to the study, the reasons for online shopping include free shipping (62%), product or service quality (56%), and low price (53%). The main purchasing channels include online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).
Message personalization influences purchases
In addition to free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of 10 purchasing decisions for products or services. In the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% reported having experienced AI while shopping – an 8 percentage point increase compared to the previous year.
Additionally, 35% of respondents stated that they experienced personalized recommendations through AI in their product purchases or service hiring."Today, in addition to quality or efficiency, the consumer wants an experience that understands and connects to their needs. Technology should be used as an ally to enhance human service, not replace it. This combination creates an experience that truly makes a difference for the customer and presents an opportunity for revenue growth for companies," says Rodrigo Ricco, Founder and General Director of Octadesk.
The CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed over 2,000 online consumers aged 16 and above from all over Brazil and all social classes. The margin of error of the survey is 2.2 percentage points. To access the full report,Click here.
