E-commerce is already part of the routine of most Brazilians: according to the Serasa Experian Identity and Fraud Report 2025, 82% of consumers say they make at least one online purchase per month. The data reinforces the consolidation of the digital channel as a consumption habit in the country, even outside promotional periods. Still, the situation requires attention to security: nearly half of the respondents (48.1%) have already abandoned an order due to lack of trust in the website or app.
Although dates like Mother's Day, Black Friday, and Christmas drive seasonal sales peaks, the study shows that digital consumption is a continuous behavior, not limited to special occasions. "High recurrence in online shopping requires companies to be prepared to protect their customers at every stage of the journey, not just during major retail events," emphasizes Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian. "Our anti-fraud solutions are specifically developed to balance security and experience, supporting both consumers and businesses in building a more trustworthy digital environment," he/she/they concludes.
Women and Class A lead in digital consumption
The survey also reveals who the main players in digital commerce are: women lead consumption in almost all categories, especially in clothing, electronics, and beauty or wellness products (66.3% versus 52.9% of men). They also buy and sell more items online (60.1% vs. 53.2%) and place more food orders (52.7% vs. 43.1%). Among men, leadership appears in only three areas: sports betting, online gaming, and credit card applications.
From a socioeconomic perspective, Class A concentrates the largest volume of digital activities, with a significant advantage in categories such as grocery orders (34%) and consumption of books and music (36.1%). Class C, although still representing a smaller share, is beginning to show growth in some areas, such as reading and entertainment, with an increase of nearly 10 percentage points in this category.
Below is a table with the main online activities mapped by the survey:
Online consumption remains strong, but insecurity still hinders e-commerce.
Even outside of special occasions, the digital habit is established: 33.4% of consumers state they make between two and three online purchases per month. However, convenience comes with challenges. Almost half of consumers (48.1%) have already abandoned a purchase due to lack of trust in the website or app — a factor that only trails expensive shipping (75.6%) as the main reason for abandonment.
This behavior reveals a dilemma of online commerce: the growth of consumption is accompanied by the expansion of fraud. With the increase in traffic on dates like Mother's Day, cybercriminals intensify their actions, using fake promotions, data theft through social media and fraudulent websites.
"For consumers, it is essential to check the reputation of stores, be suspicious of deals that seem too good to be true, avoid clicking on suspicious links, and register your Pix keys only through the banks' official channels," advises Rocha. "The Identity and Fraud Report shows that 51% of consumers have already been victims of fraud, which reinforces the importance of multiple layers of identity verification to combat this insecure environment. By combining biometrics, device intelligence, and registration validation at different stages of the journey, we can enhance security and strengthen trust in the digital environment," he concludes.
Below are the charts with data on Brazilians' monthly purchase frequency and the main reasons for abandoning a purchase:
