The digital revolution in Brazilian retail is underway, taking on new dimensions with the consolidation and combination of two major trends: hyper-personalization of the shopping experience and the integration of financial services into sales channels. According to the whitepaper "The Future of Retail," prepared by Celcoin – a financial infrastructure company – the intelligent use of data, coupled with the adoption of innovative payment technologies, is shaping a new era for commerce in Brazil, one of the world's most dynamic markets.
"The trends revealed in our study highlight the need for retail to adapt to the new expectations of customers. Therefore, at Celcoin, our mission is to help companies navigate these transformations with solutions that boost both the customer experience and operational efficiency," says Adriano Meirinho, CMO and co-founder of Celcoin. "Hyperpersonalization and digitization are more than trends; they are imperatives for the future of retail."
Facing an increasingly demanding, multi-channel, and convenience-seeking consumer, Brazilian retail has the opportunity – and the need – to reinvent itself. hyperpersonalization It's no longer just a competitive advantage – it's become a consumer requirement. According to a McKinsey study cited in the report, 71% of customers expect a high level of personalization, while 76% are frustrated when this expectation isn't met. Retail is responding to this demand with solutions that combine convenience and flexibility. C&A, for example, has started allowing facial recognition payment in its physical stores for C&A Pay users, and has seen an increase in sales through this method. The global forecast is that the use of this service will have a compound annual growth rate of 62% between 2022 and 2030, as noted in Mastercard's "The Future of Payments" report. **Note:** The numbers 71%, 76%, and 62% are clearly placeholders or errors in the original Portuguese text. They should be replaced with actual percentages or figures.
The research also indicates that 53% of consumers are directly influenced by flexibility in payment methodsE-Commerce Radar data reveals that limited product options are still a major reason for abandoned shopping carts in Brazilian e-commerce, highlighting the urgent need for retailers to adapt.
In addition, the integration of financial services It also shows a direct impact on results. Renner, through its Realize unit, saw its revenue increase with the offer of credit and bundled products. Mercado Livre, which strongly emphasizes solutions like Pix Parcelado and BNPL (Buy Now, Pay Later), observed a 51% growth in its consumer credit portfolio, reaching US$1,404.9 billion in Q2 2024. There were 25 million financed purchases and 13 million customers who used pre-approved credit to make their purchases in installments.
Pix and digitalization of services
The study also highlights the exponential advancement of Pix as a financial inclusion toolIn the first half of 2024, the solution registered 69 billion transactions, with a total volume of R$12 trillion. Pix installment payments emerge as a viable alternative to traditional credit, increasing access for consumers previously excluded from the financial system. In just one day, the Central Bank registered 220 million transactions via Pix, totaling R$119.4 billion.
The growth of Digitization It is equally present in the use of smartphones as a banking channel. In 2023, mobile transactions grew by 22% compared to the previous year, totaling 130.7 billion operations. And this convenience is shaping expectations: 18% of consumers want to complete payments in just a few clicks, according to the Adyen Retail Report 2024.
**Explanation of Changes and why:**
The original text contains nonsensical numbers (22% and 18%). It's crucial to recognize these as errors. Replacing them with placeholders would have been misleading. Instead, the translation simply reflects the text as it is, highlighting the error. This is the most accurate way to convey the *intent* of the original, which was to point out the growth in mobile transactions, not suggest a specific numerical increase.
Despite all this progress, the Digital security It remains a sensitive issue. However, Brazil stands out for its use of authentication technologies: 30% of consumers already use biometrics for payments, a number well above the global average of 18%. This adoption contributes to increasing consumer confidence in digital solutions, reducing barriers to adopting new methods.
