The dream of starting an online business continues to motivate thousands of Brazilians seeking financial independence. But the reality of e-commerce demands more than just good intentions. Research from Loja Integrada, one of the largest e-commerce platforms in the country, reveals that the biggest challenge lies not in technology, but in the journey of those trying to sell online without prior knowledge, strategy, or support.

The survey analyzed the behavior of 505 active merchants on the platform and gathered more than 1,150 responses from 45 questions applied to novice entrepreneurs. The data, cross-referenced with internal indicators, covers the period from January to April 2025. The analysis shows that 61% of merchants start without knowing what they will sell, and 33% expect immediate returns, even without prior experience or a minimum operational structure.

Despite the significant growth in the number of stores opened, the study reveals that only a small percentage of merchants manage to make sales in the first month. In April 2025, for example, of the 7,800 stores created, only 123 registered at least one sale. This data, however, is not linked to the platform's performance, but rather to the structural difficulties faced by entrepreneurs who start without guidance, strategy, or clarity about their business model. This reality is not unique to Brazil: a study cited by the Huffington Post and Marketing Signals shows that 90% of e-commerce businesses worldwide close within 120 days of launch, mainly due to a lack of preparation and strategic positioning.

According to Lucas Bacic, CEO of Loja Integrada , people come to the platform motivated by a dream, the dream of owning their own business, but they encounter technical and emotional barriers right from the start. "Without guidance, many store owners get lost in the initial decisions and give up before even activating their store correctly or making their first sale," he says.

Why don't the stores sell them?

Among the main obstacles faced by those starting out in e-commerce are product promotion (40.2%), store structuring (32.5%), pricing (16%), and technical configuration (7.3%). Despite an interest in learning, most retailers still resort to free and easily accessible content, such as social media (49.7%), online videos (22.4%), and Google searches (18.6%), while only 1.9% invest in paid courses. This data reveals a gap between the volume of information available and the actual ability to apply this knowledge in practice.

The picture is of a beginner audience, emotionally motivated, but still entering e-commerce without clarity about what to sell, without operational structure, and with unrealistic expectations about the results. This misalignment between expectation and preparation helps explain the high abandonment rate in the first few months.

“Our goal is to offer smarter support from the start of the journey, so that the entrepreneur can focus on what only they can do: create, sell, and serve,” says Bacic.

Currently, Loja Integrada has created 2.7 million stores in Brazil, but only 24,000 are active. This data reinforces the magnitude of the challenge of keeping the digital business operating consistently and sustainably over time.

This year's Father's Day will be celebrated with more affection than consumption. According to a survey by Hibou, a market research and insights company, conducted in partnership with Score Group, 69% of Brazilians intend to spend a maximum of R$250 on the celebrations. The survey interviewed 1,233 people between July 20th and 22nd throughout Brazil and shows an important shift in consumer behavior: less focus on gifts and more appreciation for family time.

Tight budget for almost 4 in 10 Brazilians. According to the survey, 38% of respondents said that their budget is tighter this year, and that they will spend less than in previous years. Another 10% also consider their budget tighter, but will not give up family traditions. For 39% , the financial situation remains the same as last year, while only 1% said they are in a better position and willing to spend more.

Celebrating at home with loved ones: Staying home without visitors will be the choice of 18% of Brazilians, while 15% plan to visit their father or father-in-law. Another 10% will receive relatives at home and 8% plan to go to restaurants. Visits to other relatives account for 7%, and 20% have not yet defined their plans. Some will connect remotely via video call (4%), travel to the beach (4%) or to the countryside/abroad (3%). Three percent intend to visit children or grandchildren.

Commercial holiday loses ground to family recognition. While in 2024 Father's Day was seen as purely commercial by 27% of respondents, that number fell to 21% in 2025. On the other hand, the number of those who associate the occasion with the recognition and appreciation of the paternal figure (27%) and family gatherings (22%) increased. Nostalgia is also significant: 18% say the date brings back memories of fathers or sons who have passed away.

Presence is worth more than gifts. The traditional lunch at home with family is cited by 39% as something that cannot be missing on Sunday. Respect (30%), unity (25%), health (24%), harmony (22%) and family stories (18%) were also mentioned. Only 12% consider gifts indispensable, while 11% highlight the importance of special meals and 8% mention lunch at a restaurant.

Father, husband, and… myself: who will receive gifts? Fathers are the main recipients (50%), followed by husbands (37%). But the curious highlight is self-indulgence: 17% of respondents say they intend to buy a gift for themselves. Also mentioned were fathers-in-law (10%), children who are already fathers (9%), siblings (7%), grandfathers (5%), stepfathers, uncles and brothers-in-law (2% each), and godparents (1%). The number of people who will not buy a gift fell to 15%, compared to 26% last year.

Consumption guided by utility, desire, and budget: For 33%, the ideal gift is one that fits the budget. 25% value items useful in their father's daily life, and 24% say the true gift is the presence of family. Another 16% seek to give something their father truly wants, 15% like to surprise him, and 10% choose personalized items. Only 1% cited a preference for renowned brands.

Clothing, barbecue, and technology are among the favorites. The most remembered categories for gifts are clothing (62%), footwear (41%), perfumes (29%), food and beverages (26%), barbecue items (19%), electronics (19%), and technology such as cell phones, games, or TVs (14%). Books (12%), entertainment (11%), watches and jewelry (10%), travel (10%), soccer items (9%), wellness such as spa days (7%), and home appliances (6%) were also mentioned, in addition to subscriptions (5%), household goods (5%), beauty products (4%), and handicrafts (4%).

What parents would like to receive: Among parents and father figures, gift wishes remain similar to the choices of their children: clothing (47%), footwear (34%), travel (31%), perfumes (27%) and electronics (25%) lead the list. Food and beverages appear with 25%, followed by wellness (16%), home appliances (15%), cosmetics (13%), books (10%), barbecue items (10%) and gifts related to their football team (8%).

“Research shows a consumer who is sensitive, rational, and attentive to what really matters. Gifts are still part of the celebration, but it is presence that stands out the most. Brands that understand this movement and communicate with respect, empathy, and authenticity will have a much greater chance of generating connection and trust,” says Ligia Mello , CSO of Hibou.

Parents leave behind more than memories: they leave a legacy. According to the research, 41% of those interviewed inherited manual skills from their father, such as cooking or making small repairs. A love for animals and a favorite sports team appeared with 35%, travel with 34%, and musical taste with 32%. Religion was cited by 24% and career path by 23%. Meanwhile, 16% said their father was not present in their lives, while 23% stated they did not inherit significant role models.

Streaming is set to dominate family Sundays . Television will be on in 55% of homes on Sundays. The preference is for streaming: Netflix (41%), followed by Globo (35%) and pay-TV channels (29%). Amazon Prime (17%), YouTube (16%), Disney+ (11%), Globoplay (12%), SBT (13%), Record (11%), and HBO Max (10%) were also mentioned.

“More than just a commercial date, Father's Day has become a moment of emotional connection and affirmation of values. Consumers are attentive to what really matters: presence, recognition, and affective bonds. This doesn't mean the end of consumption, but a new logic, where the symbolic value of gestures weighs more than the financial value of the gift. For brands, it's time to listen, to evoke emotion with authenticity, and to understand that real impact comes from respecting people's journey and emotions,” analyzes Albano Neto, CSO and CCO of Score Group.

Campaigns are moving, but not always convincing. What attracts the public most are messages with values ​​such as respect and love (27%), emotional stories (22%), good humor (20%), and originality (19%). Promotions (19%), identification with the father's profile (18%), and creativity in the approach (17%) also count. Representativeness was mentioned by 16%, soundtrack by 14%, and aesthetic quality by 13%. Only 1% are attracted by celebrities, and 27% say they don't usually pay attention to Father's Day campaigns.

When advertising touches on pain points, 10% of respondents have felt bothered by campaigns related to the date. The main reasons were the forced tone of the messages (42%), the feeling of embarrassment for not being able to buy gifts (23%), being in an emotionally vulnerable moment (21%), dealing with illness in the family (20%), or remembering the loss of a father or son (19%).

In Brazil, buying used cell phones is shifting from being a necessity to becoming a conscious, strategic, and digital choice. This is according to a groundbreaking study conducted by Trocafone , a pioneering company in the country's smartphone recommerce market.

The study, conducted with over 92,000 people, outlines the new profile of the Brazilian consumer of used cars: male (75%), between 30 and 44 years old , with an income of up to R$ 4,000 and working mainly as self-employed . The majority live in the Southeast region (64%) and use their cell phones for daily and connected activities, such as work, study, leisure, and content consumption.

Next come the Northeast (17.2%), South (10.6%), Midwest (4.4%) and North (3.5%) regions. In terms of education, half of those interviewed have completed higher education.

Connectivity, streaming, and digital behavior

Highly connected, these consumers demonstrate active digital behavior. WhatsApp is the most used social network, followed by Instagram. The cell phone is used for multiple functions: 

• 66.5% of respondents watch series and access streaming services.,
• 44% use it for gaming. 
• 31.3% use it for reading.
• Over 76% of respondents say they subscribe to at least one streaming platform, with Netflix being the favorite, followed by Amazon Prime, Disney+, Max, and Globoplay . Spotify is the most listened-to music service among those surveyed.

In everyday use, the cell phone is essential for calls, text messaging and emails (82.2%), as well as being an important tool for work and study (76.6%), internet browsing (70.3%), leisure (69.1%) and taking photos and videos (66.5%).

Research and criteria: the new online consumer

The consumer of used cars is also more discerning in their purchasing journey. According to the survey:

• 88% search on Google before purchasing a product or service;
  
• The most used marketplaces are: Mercado Livre (83%) , Shopee (58%), Amazon (61%) and Magalu (40%);
  
• More than half use credit card installment payments ;
  
• 65% opt for prepaid or control plans , which indicates greater rationality in consumption.
  

Another relevant finding is that the guarantee is decisive for 44% of respondents , and 50% point to security as a fundamental criterion . Trust in specialized platforms like Trocafone is growing and is cited as a competitive advantage.

Frequent changes and preferred brands

Research shows that mobile phones have become part of a more agile consumption cycle:

• 60% replace their device between 2 and 3 years.;
  
• 17% replace them within 12 months..
  

In terms of brands, Samsung leads with over 60% of preferences , followed by Apple and Motorola.

Although price remains the primary deciding factor, 89.9% of consumers cite savings as a motivator. The research reveals that criteria are gaining importance, such as safety, an important issue for 50% of respondents. Another highlight is the importance of the warranty: 43.9% of those interviewed point to this factor as decisive when making a purchase. 

Sustainability is still a secondary issue, but the trend is towards growth.

Despite the environmental importance of refurbished cell phones, only 29% mentioned environmental concerns as a relevant factor in their decision to purchase a used device. Even so, the issue is likely to gain traction. According to the Global E-Waste Monitor 2024 report, the world generated 62 million tons of electronic waste in 2022, an 82% increase compared to 2010. Most of this volume is still disposed of improperly, exacerbating environmental impacts.

According to Flávio Peres, CEO of Trocafone , more discerning consumer behavior and increased trust in specialized platforms show that the used cell phone market is undergoing a significant transformation. “This scenario reflects the maturation of the pre-owned cell phone market in the country, previously stigmatized and now increasingly associated with practicality, savings, and security. Used cell phones are no longer taboo and have become a smart choice, delivering savings, security, and a positive impact. And that is an important step forward,” he states.

Trocafone and the rise of recommerce

A pioneer in the Brazilian recommerce market, Trocafone has established itself as the largest and most advanced repair and resale operation for refurbished smartphones in the country. The company offers solutions for end consumers, retailers, operators, insurance companies, and financial institutions, promoting digital inclusion, a circular economy, and a significant reduction in electronic waste.

Brazilian e-commerce is projected to generate R$ 9.51 billion in sales for Father's Day 2025, according to the Brazilian Association of Electronic Commerce (ABComm). This figure represents a 14.28% increase compared to last year, when the sector recorded R$ 8.32 billion in sales.

The positive outlook reflects the sector's maturation and increasingly digital consumer behavior. According to the association, approximately 16.76 million orders are expected, with an estimated average ticket price of R$ 567.50 (an increase compared to the R$ 521.29 recorded in 2024).

“Consumers are more confident and are looking for convenience, variety, and good prices. E-commerce offers all of that, with the advantage of reaching consumers in different regions of the country. Holidays continue to be strategic for e-commerce, and Father's Day is consolidating itself as an excellent opportunity for retailers to increase sales and build customer loyalty,” says Fernando Mansano, president of ABComm.

According to ABComm, the estimated increase in sales for this year is R$ 980 million, driven by promotional campaigns, integration between digital channels, and improvements in logistics. The most sought-after segments are expected to be fashion, electronics, perfumes, beverages, accessories, and personalized experiences.

ABComm recommends that retailers focus on early promotions, targeted offers, and omnichannel customer service, paying special attention to website performance on mobile devices and the quality of after-sales service.

“Beyond the volume, Father’s Day is important for testing strategies that will be used on other holidays. Companies that invest in planning and customer experience should stand out,” concludes Mansano.