A survey conducted by Instituto Locomotiva and PwC revealed that 88% of Brazilians have already used some technology or trend applied to retail. The study highlights that purchasing on marketplaces is the most adopted trend, with 66% participation, followed by in-store pickup after online purchase (58%) and automated online customer service (46%).
The research also showed that nine out of ten consumers prioritize brands that offer pleasant shopping experiences, delivery convenience, and sustainability initiatives. Renato Meirelles, president of the Locomotiva Institute, emphasizes that Brazilians still buy a lot in physical stores, despite preferring to purchase certain products online.
Although physical stores remain the most frequent experience, some products already show a predominance of online purchasing, varying according to the category. Electronics and various courses have higher engagement with e-commerce, while supermarkets, building materials, and hygiene and beauty products are still more purchased in physical stores.
Meanwhile, the e-commerce app market is on the rise. According to Adjust's annual Mobile App Trends report, there was a 43% increase in installations and a 14% rise in sessions of virtual commerce apps in 2023. Bruno Bulso, COO of Kobe Apps, states that this growth reflects the increasing consumer preference for mobile shopping experiences.
Latin America stood out by recording an increase in the average time spent per session on e-commerce apps, contrary to the global trend. Furthermore, Shein's leadership in the ranking of the most downloaded apps worldwide highlights the need for brands to expand their digital channels to apps.
Brazil, ranked as the fourth country in the world with the most app downloads in 2023, demonstrates the growing importance of mobile devices in the lives of Brazilian consumers. Specialists emphasize that the omnichannel journey, integrating physical stores and apps, is a key factor in completing the purchase and customer loyalty.
