8 interesting facts about consumer habits in Brazil, according to experts.

Digitization has profoundly transformed how Brazilians consume products and services, impacting everything from payment methods to customer loyalty strategies. With increasingly demanding and connected consumers, companies need to adapt to maintain market relevance.

The 6th edition of... study Digital Transformation in Brazilian Retail – conducted by the Brazilian Retail and Consumption Society (SBVC), in partnership with OasisLab and with the support of Cielo – revealed that 481,000 of the companies intensified technology investments in the last year. Of these, 461,000 allocated more than 0.451% of their gross revenue to this initiative.

Already the Digital Transformation Index Brazil (ITDBr)A report, produced by PwC Brazil and Fundação Dom Cabral, indicated that 41% of Brazilian companies consider digital transformation essential for their investments. However, 45.1% still adopt a conservative approach, limiting themselves to modest investments. **Explanation of Issue and Possible Solutions:** The original text contains a nonsensical numerical expression ("41%" and "45.1%"). It's likely a typo or a placeholder for a real percentage. To translate accurately, it's crucial to know what those numbers *should* be. * **If they are actual percentages:** The translation above provides the most likely intended meaning. * **If they are incorrect or missing data:** The translation will need to be adjusted to reflect the actual data when the correct information is available. I cannot proceed with an accurate translation until the correct numerical data is provided.

For Kenneth Corrêa, data specialist, MBA professor at FGV, and author of the book "Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents," digitalization is no longer a competitive differentiator, but a necessity for survival in the market. "Consumers demand seamless and integrated experiences across different channels, and companies that don't invest in this evolution risk losing relevance. The big challenge is that it's not enough to simply implement new technologies; you need to rethink business models to meet these new demands," he says.

What has changed in the way we consume?

Whereas previously shopping was limited to physical stores, with lengthy processes of researching and comparing prices, today consumers can do all of this from anywhere, at any time, via mobile devices.

Personalization has also become a differentiator. According to the Outgrow90% consumers prefer brands that offer personalized experiences, and 40% are more likely to buy products recommended based on their browsing and purchase history.

Furthermore, payment methods such as PIX and digital wallets have made transactions faster and more secure. As the Central Bank PIX is already the most used payment method in Brazil, adopted by 76.41% of the population.

Loyalty programs have also undergone changes. Point-based programs have given way to strategies like cashback, personalized service, and direct communication, creating a closer relationship between consumers and brands.

Following, eight experts address facts about how consumption in Brazil has been impacted by the digital age:

1) "Research is essential for understanding the consumer," comments Danielle Almeida (CMO of MindMiners).

Whether in the chatbot or assisting with payment methods, gathering and analyzing information has become crucial for understanding customer expectations and improving marketing strategies.

Companies need to pay attention to their customers' real needs. Transforming this data into concrete actions is essential for creating more effective loyalty strategies,” assesses marketing specialist and CMO of MindMiners, Danielle Almeida. 

2) "We're experiencing the e-commerce revolution," says Thiago Muniz (CEO of Receita Previsível).

E-commerce has transformed Brazilian retail. The first major marketplace emerged in 1999, and today the sector continues to grow rapidly thanks to the wide variety of products and the digitization of payment methods," explains sales specialist and CEO of Receita Previsível, Thiago Muniz. 

 The The Global Payments Report Estimates place the global online shopping market to grow 55.31% by the end of 2025, generating approximately US$8 trillion in revenue.

A survey by Octadesk in partnership with Opinion Box showed that 62% Brazilians make between two and five online purchases per month, while 85% make at least one online purchase in the same period. "Today, with a few clicks, consumers can compare prices, read reviews, and complete a purchase quickly and securely," Thiago adds. 

3) "It's the era of data-driven personalization," reveals Lucas Monteiro (Martech Leader at Keyrus)

Companies are increasingly investing in big data and AI to create customized experiences for their customers. Consumer Trends 2025 Points out that 78% consumers prefer brands offering personalized interactions. "With intelligent data use, it's possible to predict customer churn, segment campaigns, and offer products that truly make sense for each audience," explains Keyrus technology specialist and Martech Leader, Lucas Monteiro. 

4) "Digital payments dominate the market," says Murilo Rabusky (Business Director of Lina Open X)

Digitization of payments has brought more convenience, replacing physical cash and cards with solutions like PIX, digital wallets, and Open Finance.

Open Finance, for example, surpassed 47 million users in a single month last year, according to data from the Brazilian Federation of Banks (Febraban). By the end of 2024, there were 57.62 million active consents, demonstrating consistent growth.

According to Lina Open X's Business Director, Murilo Rabusky, the innovation arriving in 2025 that will impact the market is PIX by proximity, as it promises to be a watershed moment. "Simply link an account to a digital wallet and authorize payment with a touch or facial recognition. This increases consumer convenience and opens up new opportunities for merchants," explains Murilo.  

Please provide the rest of the text after "5) “Os". "Digital influencers dictate consumption," states Pedro Paulo Alves (co-founder of Boomer)

Today in Brazil, 144 million people are active on social media, and content creators are shaping trends and building organizations' reputations. Large companies, like Magalu, are transforming their virtual assistants to make them more human. "Lu," a digital influencer with millions of followers, is strengthening the emotional connection with their customers. 

"Companies are moving beyond simply communicating as brands and are now acting as content creators to truly connect with their customers," declares Boomer co-founder Pedro Paulo Alves. "This is why media teams at large companies are realizing that advertising campaigns need to be more humanized and authentic, connecting with audiences effectively and genuinely. This connection relies on entertainment—the ability to engage and involve consumers through campaigns, building trust and driving purchase decisions."   

6) "Streaming consumption highlights the power of customer loyalty," declares Eduardo Augusto (CEO of IDK)

Companies like Netflix and Amazon revolutionized the market by investing in subscriptions, ensuring recurring revenue and keeping customers loyal for longer. This model is expanding into diverse sectors, such as fashion, food, and services.

Amazon, for example, revolutionized retail and technology, creating new rules for the market and transforming how we consume. From Amazon Prime, which made fast delivery a standard and built customer loyalty through subscription with over 200 million members worldwide, to AWS, which dominates cloud computing, the company not only innovated, it reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the daily routines of millions of people," recalls IDK CEO, Eduardo Augusto.  

The result is an organization that sets trends in technology, user experience, loyalty, and operations. 

7) "Protecting the environment through a circular economy is fundamental," points out  Raimundo Onetto (co-founder of Kwara)

The emergence of new consumption models, such as property rentals (Airbnb), online thrift stores (Enjoei), and digital auctions (Kwara), reflects the growing search for more sustainable alternatives. In this context, the circular economy gains strength by encouraging reuse, recycling, and extending the lifespan of products.

For Raimundo Onetto, co-founder of Kwara, an online auction platform, consumers are increasingly mindful of the environmental impact of their purchasing decisions.

"Participating in an auction often means giving a new life to a valuable item that is still in excellent condition, avoiding premature disposal and minimizing waste. This sustainable behavior aligns with the values of many consumers who want to make more conscious choices. Furthermore, when considering auctions for products like electronics, vehicles, machinery, and real estate, this practice not only expands the utility of goods but also offers financial advantages. The combination of economy and environmental responsibility has boosted interest in this acquisition model," highlights Raimundo.

8) "The future is in the metaverse," he/she/they assert. Kenneth Corrêa (innovation and data specialist)

With technological advancements, the metaverse presents itself as the next major revolution in consumption, enabling immersive experiences, interactive virtual stores, and new relationship dynamics between brands and consumers.

Large companies are already exploring virtual environments for training, public engagement, and business innovation. The challenge lies in developing applications that truly deliver value, moving beyond the excitement of 2022 and 2023. Currently, the primary focus is on augmented reality glasses, which have become lighter and allow users to visualize the real world simultaneously with information projected onto the lenses," explains Kenneth. 

Our future will be 100% connected 

In the coming years, the buying journey will be transformed by more advanced and integrated technologies. Generative AI will play a central role, providing personalized recommendations and more humanized automated interactions. Data and machine learning usage will also evolve, making offers more precise and adapted to consumer behavior in real time. 

Immersive commerce, fueled by the metaverse and augmented reality, will allow consumers to virtually test products, improving the experience and reducing returns. Furthermore, payment methods will continue to evolve, making transactions faster and more secure. 

Digital sustainability will also be a priority, with consumers demanding practices like green logistics and the circular economy. "In other words, continuous innovation is important for companies that want not only to survive, but also to thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be crucial for success," concludes technology and business specialist, CEO Advisor and President of Editora Brasport, Antonio Muniz. 

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Kenneth CorrêaKenneth Corrêa He is a renowned expert in Data, Artificial Intelligence, and the Metaverse. As an MBA professor at Fundação Getúlio Vargas (FGV), he has helped shape the next generation of leaders. Furthermore, Kenneth is an international TEDx speaker and serves as Strategy Director at Agência 80 20 Marketing, where he leads a team of 90 professionals. With 15 years of experience in marketing and technology, he develops innovative projects for large companies like AEGEA, JBS, and Suzano. He recently launched his first international book, “Cognitive Organizations – Leveraging the Power of Generative AI and Intelligent Agents,” at MIT (Massachusetts Institute of Technology), exploring the impact of AI on organizations. For more information: Kenneth Corrêa 

Open Lina 

Lina was founded with the goal of building technological solutions to support Brazilian financial institutions and insurance companies in all needs related to the data and service sharing ecosystem of Open Finance. The company, which began its work in Open Banking, is already a leader in Open Insurance and has solidified itself as one of the most important Open Finance providers in the Brazilian market, being a strategic partner of important institutions like B3, RTM, and TecBan. Learn more: https://linaopenx.com.br/ 

Keyrus
Keyrus It is a global digital transformation consultancy, operating in 27 countries and staffed by over 3,300 specialists. Recognized by Forbes as one of the world's best consulting firms, the company operates in three key areas: Data Intelligence, Digital Experience, and Management & Transformation Consulting.

Keyrus stands out as a leader in offering innovative proposals in BI, Data-Driven Journeys, Artificial Intelligence, Hyperautomation, Martech, Digital Products, and Augmented Solutions for industry. This strategic approach allows the company to combine its technical expertise with a deep understanding of each client's challenges, resulting in personalized deliveries that meet the specific demands of each sector.

Furthermore, Keyrus is recognized in Brazil as a leader in the Advanced BI & Reporting Modernization Services – Midsize quadrants, and has achieved "Market Challenger" status in the Data Science & AI Services and Data Modernization Services – Midsize quadrants, according to the 2024 ISG report. These achievements reaffirm Keyrus' commitment to excellence and innovation in digital transformation, solidifying its leading position in the market. To learn more, visit the website. Keyrus or LinkedIn

MindMinersA MindMiners It's a technology company operating since 2013, committed to innovation to bring disruptive solutions to the consumer insights market. By combining research, technology, and data intelligence, it helps large brands from diverse segments make efficient business decisions based on reliable data that translates consumer behavior. The company has a proprietary and exclusive panel of respondents, MeSeems, which brings together more than 5 million people nationwide. They share ideas, preferences, and routines, generating a valuable information bank. Among the clients currently part of MindMiners' portfolio are Itaú, Renner, Vivo, Nestlé, Diageo, and TikTok. Learn more: https://mindminers.com/

BoomerBoomer is a performance media, growth marketing, data intelligence, and sales company specializing in accelerating brand growth. They utilize tools such as conversion rate optimization (CRO) and paid media management, helping brands maximize their return on investment (ROI) in the digital landscape. Using a data-driven approach, Boomer offers personalized solutions aimed at improving user experience, increasing conversion rates, and boosting performance across digital channels. With a team of highly skilled specialists and a portfolio featuring prominent market players like Chima Steakhouse, HS Sports, Mamma Jamma, GE Beauty, and Rock The Mountain, Boomer has been a strategic partner for companies seeking exceptional results and transforming their online operations. Learn more.

I don't know.I don't know. It's a renowned consultancy in Brazil, offering solutions that combine technology, design, and communication. The confluence of these three areas at IDK is what delivers quality results, innovation, and high performance for its clients. The goal is to help companies transform their aspirations into reality, building genuine connections and learning opportunities through data analysis and personalized service. IDK assists large companies in branding, media, data, gaming content, video production, digital development, service release, customer experience, UI, UX/CX research, and CRM. Technology isn't the end, it's simply the means; this is IDK. Welcome!  

KwaraKwara It's a platform that facilitates the sale of goods, products, and assets of any kind to businesses of any sector and location in Brazil. The business offers cutting-edge technology, security, speed, and wide-reaching capabilities, providing a complete solution so that seller and buyer clients don't have to worry about the buying and selling process. Learn more at Kwara.

Antonio MunizAntonio Muniz He is a renowned leader in the technology and business sectors, serving as CEO Advisor and President of Editora Brasport, where he provides high-impact strategic consulting. His involvement extends beyond the educational sphere, as he also serves as president of the Technology Committee in two academies, fostering networking and professional development. Muniz is widely recognized for his ability to connect people and ideas, always with the goal of promoting collective growth and mutual success. As a Community Leader in the Collaborative Journey, he is a reference in areas such as Agility, DevOps, Lean, QA, OKR, and Digital Transformation. In addition to being a writer, speaker, and MBA Executive professor in Agility, Technology, and Business at Anhanguera Educacional, Muniz is also an author and editor of several books on technology and management. For more information, please visit: LinkedIn