Consumers have been increasingly shopping in virtual stores and marketplaces and opting less for physical stores, according to the CX Trends 2025 research, carried out by Octadesk, LWSA 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 what was recorded in last year's edition of the same study. The search for purchases on websites and online stores has reached 77% of consumers. Still, among the surveyed, 43% still stated that they shop through store apps and 15% said they buy through social media, like WhatsApp and Instagram.
Convenience and costs drive this consumer preference for online shopping. According to the study, among the reasons for online shopping are 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
Besides free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of 10 purchase decisions for products or services. In the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% indicated that they have had experience with AI when making their purchases – an increase of 8 percentage points compared to the previous year.
Furthermore, 35% of respondents reported having experienced personalized recommendations through AI in their product purchases or service hiring."Today, beyond 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, and not replace it. This combination creates an experience that truly makes a difference for the customer and brings an opportunity for revenue growth for companies, says Rodrigo Ricco, Founder and CEO of Octadesk.
The CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Mosquito, Bling and KingHost, and heard from more than 2 thousand online consumers over 16 years old from all over Brazil and from all social classes. The margin of error of the survey is 2,2 percentage points. To access the full reportclick here.
