Consumers prefer online shopping and the trip to physical stores decreases

Consumer patterns have been changing, and shoppers have recently been choosing to purchase products from online stores and marketplaces rather than physical stores. This is one of the conclusions of the CX Trends 2025 survey, developed by Octadesk in partnership with Opinion Box.

According to the survey, 64% of respondents reported frequent visits to in-person stores. This figure represents a 3 percentage point decrease compared to last year's edition of the same study. On the other hand, the proportion of consumers who prefer to be served through websites and online stores increased to 77%. Furthermore, 43% of respondents stated they make purchases through store apps, while 15% reported making social purchases via WhatsApp and Instagram.

Convenience and associated costs further fuel consumer preference for online shopping. The study highlights that among the motivations for online shopping, the following stand out: free shipping (62%), product or service quality (56%), and price (53%). Regarding channels, the main acquisition sources were: online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).

In recent years, strategies involving the use of AI to deliver personalized content have gained prominence.

Retailers and advertisers have been seeking new ways to engage customers. Beyond free shipping and convenience, hyperpersonalization and artificial intelligence (AI) influence 6 out of 10 product or service purchasing decisions.

A significant year-over-year increase in survey responses has been reported when pointing to the use of AI and customer service as decision factors: an unmatched 68% highlighted personalization in the past 12 months, while 50% said they had interacted with AI during their purchases, an increase of 8% compared to the previous year.

Furthermore, 35% of those surveyed reported having experienced personalized recommendations powered by AI when purchasing products or contracting services. "Today, beyond quality and efficiency, consumers want an experience that understands and connects with their needs," said Rodrigo Ricco, Founder and CEO of Octadesk. "Technology should be used as a partner in customer service to enhance, not suppress, human interaction. This combination delivers an experience that will make a difference for customers and generate more profits for companies."

CX Trends 2025 consists of a survey conducted by Octadesk, in conjunction with Opinion Box and supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed more than 2,000 consumers over the age of 16, from all social classes and regions of Brazil. The survey has an estimated error of 2.2 percentage points. Click here to access the full report.