Mugihe vendredi vendredi 2025 yegereje kuwa gatanu utaha, imbuga nkoranyambaga zaretse kuba imurikagurisha gusa kandi ryahindutse ikigo nyacyo cyo kugurisha no kuvumbura ibicuruzwa. Urugero, mu 2024, icuruzwa ry’umubiri muri Berezile ryiyongereyeho 18.7% mu cyumweru cyo ku wa gatanu w’umukara, nkuko byatangajwe na Serasa Experian , bikaba byerekana neza ko abaguzi barushijeho kwishora mu bikorwa. Noneho, ibiteganijwe ni uko e-ubucuruzi nubucuruzi mbonezamubano bizakurikiza uyu muvuduko wihuse, bitegura umwanya wo kurushaho gusohora imibare kandi yibihe byigihembwe cyo kugabanya uyu mwaka.
Imyitwarire y'abaguzi bo muri Berezile yerekana imbaraga zimbuga nkoranyambaga. Dukurikije Datareportal , 63.1% by'abakoresha Berezile bahitamo gukoresha imbuga nkoranyambaga mu gushakisha kuri interineti, bakarenza ibikoresho gakondo nka Google. Uku guhitamo gusobanura ibisubizo bifatika: 65% by'Abanyaburezili bakoresha imbuga nkoranyambaga kugira ngo bagure kuri interineti, nk'uko raporo ya Adyen yo
Bruna Madaloni, umuyobozi mukuru wa Hay Hyve, ikigo gishinzwe butike ku isi hose, agira ati: "Imbuga nkoranyambaga zahindutse umuyoboro nyamukuru wo kuvumbura ibicuruzwa no gufata ibyemezo. Abaguzi bo muri Berezile ntibashakisha ibicuruzwa kuri uru rubuga gusa, ahubwo banizera ko byemeza ibyo bahisemo, kugereranya ibiciro ndetse no kurushaho kurangiza ibikorwa."
Instagram yiganje, ariko TikTok irihutisha urugamba rwubucuruzi.
Ubushakashatsi bwakozwe na Panorama Mobile Time / Opinion Box 2025 bwerekana ko Instagram ikomeje kuba urubuga rukomeye mu bucuruzi bw’imibereho, aho 91% byinjira kuri terefone zigendanwa zo muri Berezile . Umuyoboro uyobora mubyifuzo byubucuruzi hamwe na 61% byemewe, bigakurikirwa na Facebook (52%) na TikTok (19%).
Ariko, TikTok igaragara nkurubuga rusange rwihuta cyane mu gihugu. Hagati ya 2023 na 2024, urubuga rwasimbutse ruva kuri 40% rugera kuri 46% rwinjira mu bikoresho bya Berezile, hiyongeraho 27% ingano y’imyanya hagati ya Mutarama na Gicurasi 2025, nk'uko amakuru ava muri porogaramu ubwayo abitangaza. Burezili imaze kugira abakoresha miliyoni 111 bakora, ifata umwanya wa gatatu ku isoko mpuzamahanga ku isi.
Kandi iri terambere rifite ingaruka zitaziguye kuri e-ubucuruzi, kubera ko TikTok Shop yageze muri Berezile gusa muri uyu mwaka, mbere ikaba yaraboneka mu bihugu 15 kandi ikagaragaza imikorere ikomeye ku masoko nka Amerika ndetse n’amajyepfo y’amajyepfo ya Aziya, aho ubucuruzi bw’imibereho bumaze gushingwa.
"Mu gihe Instagram ikiri imurikagurisha ku Banyaburezili, TikTok irihutisha urugendo rurenze kure imyidagaduro: guhindura ibintu mu bucuruzi. Imiterere ya videwo ngufi, ishishikaje cyane bivuze ko kuvumbura ibicuruzwa hamwe no guharanira kugura bibera mu gace kamwe, bigabanya igihe cyo gufata ibyemezo ku baguzi. ugereranije, ”nk'uko Bruna abisobanura.
Igisekuru Z gisobanura gushakisha amasezerano.
Ubushakashatsi na MindMiners 31% bya Generation Z bemeza ko imbuga nkoranyambaga zigira uruhare runini mu kwizihiza, aho TikTok yamaze kuba igikoresho cyo gushakisha iki gisekuru mu gihe cyo kuzamurwa mu ntera.
Madaloni yagize ati: "Igisekuru Z ni ihuriro riri hagati yo kwidagadura no gukoresha. Iki gisekuru cyize guhaha mu gihe cyo kwinezeza, kandi ibyo bisobanura iterambere ryihuse ry’ubucuruzi bw’imibereho. Ibirimo byahagaritse kuba ibintu gusa kandi byabaye bimwe mu bunararibonye bwo guhaha."
Abagira uruhare muntangiriro yingamba
Uruhare rwabakora ibintu nibyingenzi kugirango batsinde ibicuruzwa mugihe cyumunsi wumukara. Ubushakashatsi bwakozwe na Spark bugaragaza ko 53% by'Abanyaburezili batangira gutegura ibyo bagura guhera muri Nyakanga, ariko 48% bahitamo kubishaka kugira ngo batazabura amasezerano meza.
Bruna asesengura agira ati: "Ubucuruzi mbonezamubano bugeze aharindimuka. Uyu munsi, ibicuruzwa bishoboye guhuza imbaraga nyazo, ibirimo ubuziranenge, hamwe n'ubunararibonye bwo guhaha bitavanze bigera ku bisubizo biri hejuru cyane ugereranyije, kandi iyi nzira ishobora kwiyongera mu gihe cyo guhaha umwaka urangiye."
Ubucuruzi rusange: kuva kuvumbura kugeza guhinduka
Ubucuruzi mbonezamubano muri Berezile burerekana imibare ishimishije. Raporo "Leta y’ubucuruzi bw’ibicuruzwa muri Burezili 2025 na 15% by’isi yose. Byongeye kandi, 90% by'ibicuruzwa birateganya kwagura Instagram yabo mu mpera za 2025, byibanda ku guhinduka no kugaruka ku ishoramari.
Datareportal ibitangaza, WhatsApp nayo yigaragaza nk'umuyoboro ufatika, aho 93.4% by'abakoresha interineti bo muri Berezile bakoresha iyo porogaramu naho 55% by'abayikoresha bakayifashisha mu bucuruzi .
Nk’uko impuguke ibivuga, kwishyira hamwe hagati yubuvumbuzi kuri Instagram cyangwa TikTok no kurangiza binyuze kuri WhatsApp bigenda biba urugendo rusanzwe. Bruna agira ati: "Imyitwarire y'abaguzi yarahindutse. Uyu munsi, igihe cyo kuvumbura n'umwanya wo kugura bibera icyarimwe. Babona ibirimo, bakizera ibyifuzo, kandi bashaka kurangiza kugura ukanze bike-akenshi muri porogaramu ubwayo. Izi ni zo mbaraga z'ubucuruzi mbonezamubano iyo zubatswe neza".
Ku wa gatanu igurishwa rizarangwa n’abaguzi benshi kandi basaba. Urebye ibi, ibirango bigomba kurenga kugabanuka no gushora mubucuti nyabwo - hamwe nibirimo, ibyifuzo byingirakamaro, hamwe nubunararibonye bwo guhaha bwubaha urugendo rwibikorwa byinshi byabaguzi ba Berezile. Madaloni yongeyeho ati: "Ibigo bimwe bimaze kubikora mu bwenge, biteza imbere ibiganiro byumvikana n'ababumva aho gusunika gusa kuzamurwa mu ntera. Ubu buryo bushobora kubyara uruhare runini no gushimangira kumenyekanisha ibicuruzwa."
Hamwe n'ibirori bigenda bikwirakwira mu Gushyingo ndetse n'imbuga nkoranyambaga zahujwe nk'ibidukikije nyamukuru byo kuvumbura, guhumekwa, no kugura, Black vendredi 2025 isezeranya kuzaba imibare n’imibereho myiza cyane mu mateka y’ubucuruzi bwa Berezile.
