The consumption pattern has been changing, and recently shoppers have preferred to purchase products from online 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 decrease of 3 percentage points from the indicator measured 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 online stores increased to 77%. Additionally, 43% of respondents say they shop through store apps, while 15% say they make social purchases via WhatsApp and Instagram.
Convenience and associated costs further stimulate this consumer preference for online. The study indicates that among the motivations for online shopping, the following stand out: free shipping (62%), product or service quality (56%), and price (53%). Regarding the 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 to deliver personalized content have gained prominence.
Merchants and advertisers have been seeking new ways to engage customers. In addition to free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of 10 purchasing decisions for products or services.
There have been significant year-on-year increases in survey responses citing AI and customer service as decision-making factors: an unparalleled 68% highlighted personalization in the past 12 months, while 50% said they had interacted with AI during their purchases, an 8% increase from 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," said Rodrigo Ricco, Founder and General Director of Octadesk. Technology should be used as a partner in service to enhance human interaction and not suppress it. This blend delivers an experience that will make a difference for customers and provides more profit for companies.
The CX Trends 2025 is a survey conducted by Octadesk, in partnership with Opinion Box and with 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 survey has an estimated error of 2.2 percentage points. Click here to access the full report.
