Perfumes and cosmetics are the items with the highest purchase intent online, according to 54% of consumers surveyed by NIQ Ebit , a company specializing in e-commerce and market research. The main reason for their preference is cited by 44% as being influenced by advertisements on social media platforms like Instagram and Facebook.
In Brazil and worldwide, e-commerce has been showing growth, driven by changes in consumer purchasing habits. This information was released by the " E-commerce Trends 2025 " survey, conducted by Octadesk in partnership with Opinion Box , which shows that, among the 2,055 respondents, more than half make their cosmetic purchases online, reducing visits to physical stores.
skincare items , and hair care products such as hair dryers and dyes. Purchases are mostly for personal use, but makeup and perfumes given as gifts also impact sales.
It's important to choose the right cosmetics.
The Brazilian Society of Dermatology (SBD) warns that, before purchasing cosmetics, it is necessary to understand the characteristics of the skin and body. Regarding skincare , items should be chosen carefully to avoid potential irritations.
Questions about which sunscreen is most suitable or how to choose a facial moisturizer are common, and both choices should be made considering each person's skin type, which can be combination, oily, or dry.
Regarding perfumes, the recommendation is to seek information about their composition. Fragrances are divided into olfactory families, namely herbal, woody, and amber. Knowing them makes the choice easier.
Information about concentration levels can also be helpful. Only products with a concentration above 30% are considered true perfumes. Application should be done on the wrists and nape of the neck, and the product should not come into contact with heat or humidity.
Identifying your hair type is also important for choosing the right products. For oily hair, lightweight products that don't dry it out are recommended. To care for dry hair, prioritize products with moisturizing and nourishing properties, while combination hair requires a balance between shampoo and conditioner. To help with the search, a tip is to understand the labels and the ingredients used.
Security data ensures purchase protection.
Research by NIQ Ebit shows that 88% of customers make online purchases at least once a month, making it important to pay attention to bureaucratic and security information. Researching the reliability of the online store, payment methods, product descriptions, and being wary of fraud and excessively high discounts are important precautions to protect your data and purchase, in accordance with consumer protection agency guidelines.
In addition to these points, consumer protection agencies warn about the importance of understanding the company's return and exchange policies, delivery times, and comparing prices in order to ensure the best deal.
International purchases require special attention from consumers. Last year, the Brazilian Federal Revenue Service created the "Remessa Conforme" program, which certifies e-commerce companies that follow import regulations. According to the agency, consumers who buy from these sites are guaranteed advantages, such as reduced taxes on purchases up to US$50.
According to the study, 72% of Brazilian consumers say they buy most of their products from foreign stores, such as Shopee , Shein, and Aliexpress . This preference is justified by the diversity of items, lower prices, and product quality.
To ensure consumer protection, there is legislation that also covers digital commerce. The Consumer Protection Code (CDC) establishes rules for preserving customer rights and the responsibilities of sellers. The E-commerce Law (No. 7,962/2013) governs transactions between an online store and its buyer.
