New research conducted by Mercado Livre reveals important insights into the online consumption habits of Brazilians. The study, which sought to better understand consumer behavior in e-commerce, uncovered surprising data about the purchasing process and the strategies employed by users.
According to the research, 75% consumers state they would complete their purchases if they received discount coupons or promotions. This data highlights the importance of marketing strategies and incentives for converting online sales.
An interesting behavior identified is that 72% of respondents have a habit of filling virtual shopping carts and 'abandoning' them. However, this abandonment doesn't necessarily indicate disinterest: 50% of participants stated that this is a way to save the product for purchase at a later time. Despite this, only 44% actually returned to complete the purchases.
The research also revealed that 531 respondents make online purchases monthly. Among the main reasons for abandonment, high shipping costs and delivery time were cited by 411 respondents.
César Hiraoka, Mercado Livre's marketing director, commented on an important insight: "Nearly 30% are waiting for exclusive promotional dates on their favorite e-commerce sites to purchase that product abandoned in their cart." In response to this discovery, the company launched a creative campaign, placing giant Mercado Livre boxes containing 'abandoned' cart items in public spaces, aiming to encourage the retrieval of these items.
This initiative demonstrates how e-commerce companies are adapting to and responding to consumer habits, seeking innovative strategies to increase conversions and improve the online shopping experience.
Mercado Livre's research provides valuable insights for the e-commerce sector, highlighting the importance of promotions, discounts, and remarketing strategies to recover potential sales and meet the expectations of Brazilian consumers in the digital environment.
