More than 55% of Brazilians shop online at least once a month, study finds

The number of Brazilians who opt for e-commerce grows every year and the projection of ABComm is that digital consumers exceed 92 million in the country by the end of 2024. In this context, the survey “Purchasing Habits in Food Retail” analyzes the expanding market in Brazil and confirms that almost half of respondents already integrate online grocery shopping into their routine. Of this total, 56.4% make monthly purchases, while 31.2% use e-commerce weekly.

The study produced by Neogrid, a technology and data intelligence ecosystem that develops solutions for the management of the consumer chain, in partnership with Opinion Box, a reference company in technology for market research and customer experience, also shows which factors most influence the preference for e-commerce: lower prices (34,6%), exclusive promotions (32,3%) and convenience (29,1%).

Brazilian seeks more clothes and accessories in e-commerce

Among the most sought after products in online shopping in the last year, the category of clothing and accessories leads the ranking, with 47% of the answers. Then, in balance, the segment of food and beverages appears (46.5%). Soon after, beauty products (38.5%) and electronics (35.8%) stand out. The category of decoration furniture appears last, with 19.3%.

The importance of being well positioned

Another important aspect highlighted in the survey is the need for retailers to be well positioned to attract customer attention. Product reviews have emerged as a crucial factor, as consumers rely on the experiences of other users to make more informed decisions. More than half of respondents (57.4%) say they always value reviews, while 39.2% indicated they do so sometimes, and only 3.4% said they never consider them.

“Despite the importance of having robust data, the optimization of well-designed titles and descriptions can generate savings and reduce the need for investments in paid searches or promotional actions”, says Franklin Lima, executive director of Lett, Neogrid's solution. “Se, on the one hand, images attract the attention of consumers, on the other hand, well-constructed descriptions are fundamental to the performance of algorithms

Respondent profile

The survey was conducted online, in the Opinion Box Respondents Panel, between June and July 2024, with more than 2 thousand people from all over Brazil over 16 years and from all social classes who are responsible or partially responsible for the purchases of the house.