The Brazilian e-commerce is experiencing a moment of maturity. According to data from Serasa Experian, 82% of national consumers make at least one online purchase monthly. This number reflects the definitive consolidation of e-commerce as part of everyday consumption in the country.
However, this accelerated growth brings complex challenges. As a specialist in digital transformation and data protection, I observe many companies still underestimating the importance of building a robust security infrastructure, focusing only on sales growth. According to the study, 48.1% of consumers have already abandoned their cart due to mistrust in the security of the site or application. A red alert for the sector.
The new reality of digital consumption
Far from being a phenomenon restricted to promotional dates, e-commerce has established itself as a permanent habit. About 33.4% of Brazilians make between two and three virtual purchases per month, indicating a mature and continuous relationship with digital commerce.
This scenario requires brands to adopt a different stance from what was previously taken. It is no longer just about offering good prices or attractive promotions but about building a lasting relationship of trust with the audience.
The protagonists of digital consumption
The data reveals interesting patterns about the profile of the digital consumer:
- Women lead consumption in most categories, especially in clothing, electronics, and beauty products;
- Class A maintains predominance, but Class C shows significant growth in sectors like digital entertainment;
- Men show greater involvement in specific niches such as sports betting and games.
This segmentation suggests the need for personalized strategies, considering the particularities of each audience.
The security challenge: beyond technology
Despite consistent growth, digital insecurity remains a significant barrier. It is concerning to note that 51% of Brazilians have already been victims of virtual fraud. This number requires immediate action from organizations and authorities.
For me, solving this challenge goes beyond implementing technological tools. It is necessary to develop an organizational culture and prioritize customer protection at the center of all decisions. Some essential pillars include:
Robust authentication: the combination of biometrics, behavioral analysis, and multi-layer verification
Transparency: clear communication about privacy policies and data protection
Continuous education: guiding consumers on safe purchasing practices
The road ahead
E-commerce is at a turning point. We have the opportunity ahead to consolidate a more reliable digital environment, but this will require strategic investments and a shift in mindset.
When companies understand digital security as a competitive advantage, they will be better positioned to capture the benefits of this evolving market. As industry leaders, we have a responsibility to build a more transparent ecosystem. The time to act is now, and Total IP+IA is committed to being an active part of this transformation.
