Digitalization has profoundly transformed the way Brazilians consume products and services, impacting from payment methods to customer loyalty strategies. With increasingly demanding and connected consumers, companies need to adapt to maintain their relevance in the market
The 6th edition of thestudyDigital Transformation in Brazilian Retail — carried out by the Brazilian Society of Retail and Consumption (SBVC), in partnership with OasisLab and with support from Cielo — revealed that 48% of companies increased investments in technology in the last year. Of these, 46% allocated more than 0,45% of gross revenue for this initiative
Already theDigital Transformation Index Brazil (ITDBr), produced by PwC Brazil and Fundação Dom Cabral, pointed out that 41% of Brazilian companies consider digital transformation essential for their investments. However, 45,1% still adopt a conservative approach, limiting itself to modest investments
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 advantage, but another necessity for survival in the market. Consumers demand seamless and integrated experiences across different channels, and companies that do not invest in this evolution run the risk of losing relevance. The great challenge is that it is not enough to simply implement new technologies, it is necessary to rethink business models to meet these new demands, affirms
What has changed in the way of consuming
If before purchases were limited to physical stores, with long processes of research and price comparison, today consumers can do all of this from anywhere, at any time, through mobile devices
Personalization has also become a differentiator. According to theOutgrow, 90% of consumers prefer brands that offer personalized experiences, and 40% are more likely to buy recommended products based on their browsing and previous purchasing habits
Furthermore, payment methods like PIX and digital wallets have made transactions faster and safer. According to theCentral BankPIX is already the most used payment method in Brazil, adopted by 76,4% of the population
Loyalty has also undergone transformations. Point programs have given way to strategies like cashback, personalized service and direct communication, creating a closer relationship between consumers and brands
Next, eight specialists address facts about how consumption in Brazil has been impacted by the digital age
1) "Research is essential to understand the consumer", comment Danielle Almeida (CMO of MindMiners)
Whether in the chatbot or assisting with the payment method, the collection and analysis of information have become essential to understand consumer expectations and improve marketing strategies
Companies need to be attentive to the real demands of their customers. Transforming this data into concrete actions is essential for creating more effective loyalty strategies, evaluates the marketing specialist and CMO of MindMiners, Danielle Almeida
We are living 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 digitalization of payment methods, explains the sales expert and CEO of Predictable Revenue, Thiago Muniz.
TheThe Global Payments Reportestimates that the global online shopping market will grow 55,3% by the end of 2025, moving around US$ 8 trillion
A survey by Octadesk in partnership with Opinion Box showed that 62% of Brazilians make between two and five online purchases per month, while 85% shop online at least once in the same period."Today, with a few clicks, the consumer can compare prices, read reviews and complete a purchase quickly and securely, complete Thiago.
"It is the era of data-driven personalization", reveals Lucas Monteiro (Martech Leader at Keyrus)
Companies are increasingly investing in big data and AI to create tailored experiences for their customers. TheConsumer Trends 2025points out that 78% of consumers prefer brands that offer personalized interactions."With the intelligent use of data", it is possible to predict customer turnover, segment campaigns and offer products that really make sense for each audience, explains the technology specialist and Martech Leader at Keyrus, Lucas Monteiro.
4) "Digital payments dominate the market", says Murilo Rabusky (Business Director of Lina Open X)
The digitization of payments has brought more convenience, replacing physical money and cards with solutions like PIX, digital wallets and Open Finance
Open Finance, for example, in the last year, surpassed the mark of 47 million users in a month, according to data from the Brazilian Federation of Banks (Febraban). At the end of 2024, there were 57,62 million active consents,demonstrating consistent progress
According to the Business Director of Lina Open X, Murilo Rabusky, the innovation that arrived in 2025 and will impact the market is proximity PIX, because it promises to be a game changer. Just link an account to a digital wallet and authorize the payment with a touch or facial recognition. This increases consumer convenience and opens new opportunities for merchants, explain Murilo.
5) "The“digital influencers dictate consumption”, affirmsPedro 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 the reputation of organizations. Large companies, like Magalu, they are transforming their virtual assistant with the aim of making it more humanized. A "Lu", a digital influencer with millions of followers, strengthening the emotional connection with your customers.
Companies are moving away from communicating solely as brands and are starting to act as content creators, to truly get closer to their customers. Therefore, media teams of large companies have realized that advertising campaigns need to be more humanized and authentic, connecting with the audience in an efficient and genuine way. This connection is based on entertainment, that is to say, in the ability to involve and engage the consumer through campaigns, "generating trust and driving the purchase decision" declares the co-founder of Boomer,Pedro Paulo Alves.
6) "The consumption of streaming highlights the power of loyalty", declareEduardo Augusto (CEO of IDK)
Companies like Netflix and Amazon have revolutionized the market by investing in subscriptions, ensuring recurring revenue and keeping loyal customers for longer. This model is expanding into various sectors, as fashion, food and services
"Amazon", for example, changed the game in retail and technology by creating new rules for the market and transforming the way we consume. Do Amazon Prime, that made fast delivery a standard and secured subscription customers with over 200 million members worldwide, to AWS, that dominates cloud computing, the company not only innovated, she reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa integrated artificial intelligence into the routine of millions of people, reminds the CEO of IDK, Eduardo Augusto.
The result is an organization that sets trends in technology, user experience, loyalty and operation.
7) "Caring for the environment through the circular economy is essential", pointsRaimundo Onetto (co-founder of Kwara)
The emergence of new consumption models, as rental of properties (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, online auction platform, consumers are increasingly aware of the environmental impact of their purchasing decisions
"Participating in an auction means", many times, give new life to a valuable item that is still in excellent condition, avoiding premature disposal and minimizing waste. This sustainable behavior is aligned with the values of many consumers who wish to make more conscious choices. Furthermore, when considering auctions of products such as electronics, vehicles, machinery and real estate, this practice not only expands the utility of goods, but also provides financial advantages. The combination of economy and environmental responsibility has driven interest in this acquisition model, highlights Raimundo
8) "The future is in the metaverse", affirmsKenneth Corrêa (innovation and data specialist)
With technological advancement, the metaverse presents itself as the next great revolution of consumption, enabling immersive experiences, interactive virtual stores and new dynamics of relationship between brands and consumers
Large companies are already exploring virtual environments for training, audience engagement and business innovation. The challenge is to develop applications that truly deliver value, going beyond the excitement that marked the years 2022 and 2023. Currently, the main bet is on augmented reality glasses, that have become lighter and allow the user to see the real world at the same time, in which it receives projected information on the lenses, explain Kenneth.
Our future will be 100% connected
In the coming years, the buying journey will be transformed by more advanced and integrated technologies. Generative artificial intelligence will play a central role, providing personalized recommendations and more humanized automated interactions. The use of data and machine learning will also evolve, making offers more precise and tailored to consumer behavior in real time.
Immersive commerce, driven by the metaverse and augmented reality, will allow consumers to test products virtually, improving the experience and reducing returns. Furthermore, payment methods will continue to evolve, making transactions faster and safer.
Digital sustainability will also be a priority, with consumers demanding practices such as green logistics and circular economy.That is to say, continuous innovation is important for companies that wish not only to survive, but also thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be decisive for success, finalizes the technology and business specialist, CEO Advisor and President of Brasport Publishing House, Antonio Muniz.
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Kenneth CorrêaKenneth Corrêais a renowned data specialist, Artificial Intelligence and Metaverse. MBA professor at Fundação Getúlio Vargas (FGV),the professional has helped shape the next generation of leaders. Furthermore, Kenneth is an international TEDx speaker and serves as the Strategy Director at Agency 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. Recently, launched at MIT – Massachusetts Institute of Technology) your first international book, Cognitive Organizations –Leveraging the Power of Generative AI and Intelligent Agents, that explores the impact of AI on organizations. For more informationKenneth Corrêa
Open Line
Lina was born with the goal of building technological solutions to support Brazilian financial institutions and insurers in all needs related to the data and services sharing ecosystem of Open Finance. The company, that started its work in Open Banking, is already a leader in Open Insurance and has established itself as one of the most important providers of Open Finance in the Brazilian market, being the strategic partner of important institutions such as B3, RTM and TecBan. Learn more https://linaopenx.com.br/
Keyrus
Keyrusit is a global digital transformation consultancy, that operates in 27 countries and has a team of more than 3.300 specialists. Recognized by Forbes as one of the best consulting firms in the world, the company operates in three main areas: Data Intelligence, Digital Experience and Management & Transformation Consulting
Keyrus stands out as a leader in offering innovative proposals in BI, Data Driven Journey, Artificial Intelligence, Hyperautomation, Martech, Digital Products and Enhanced Solutions for Industry. This strategic approach enables the company to combine its technical expertise with a deep understanding of each client's challenges, resulting in customized deliveries that meet the specific demands of each sector
Furthermore, Keyrus is recognized in Brazil as a leader in the quadrants of Advanced BI & Reporting Modernization Services – Midsize has gained prominence as a "Market Challenger" in the Data Science & AI Services and Data Modernization Services quadrants – Médio, according to the ISG 2024 report. These achievements reaffirm Keyrus's commitment to excellence and innovation in digital transformation, solidifying its prominent position in the market. To know more, access the siteKeyrusorLinkedIn
MindMinersAMindMinersit is a technology company that has been operating since 2013 committed to innovation to bring disruptive solutions to the consumer insights market. By combining research, technology and data intelligence, helps large brands from various segments make business decisions efficiently based on reliable data that reflects consumer behavior. The company has a proprietary and exclusive panel of respondents, the MeSeems, that brings together more than 5 million people from all over the country, they share ideas, preferences and routines, generating a valuable database of information. Among the clients that are currently part of MindMiners' portfolio is Itaú, Renner, Live, Nestlé, Diageo and TikTok. Learn morehttps://mindminers.com/
BoomerBoomer is a company specialized in performance media, growth marketing, data intelligence and sales to accelerate brands. She uses tools such as conversion rate optimization (CRO) and paid media management, helping brands maximize their return on investment (ROI) in the digital environment. With a data-driven approach, Boomer offers personalized solutions aimed at enhancing the user experience, increase conversion rates and boost the performance of digital channels. With a team of highly skilled specialists and a portfolio featuring major companies in the market, like Chima Steakhouse, HS Sports, Mamma Jamma, GE Beauty and Rock The Mountain, Boomer has been a strategic partner for companies looking to achieve exceptional results and transform their online operations. Learn more
IDKIDKit is a renowned consultancy in Brazil, that offers solutions that combine technology, design and communication. The combination of these three areas at IDK is what results in the quality of the deliveries, in innovation and in the high performance of its clients. The goal is to help companies that want to turn their aspirations into reality, building real connections and learning through data analysis and personalized service. IDK assists large companies in branding efforts, media, data, gaming content, video production, digital development, service release, досвід клієнта, UI, UX/CX research e CRM). Technology is not the end, it's just the way, this is the IDK, welcome!
KwaraKwarait is a platform that sells goods, products and assets of any nature for companies of any segment and place in Brazil. The business offers cutting-edge technology, security, agility and large-scale reach, bringing the complete solution so that seller and buyer clients do not need to worry when it comes to buying and selling. Learn more atKwara
Antonio MunizAntonio Munizhe is a renowned leader in the technology and business sector, acting as CEO Advisor and President of Brasport Publishing, where it offers high-impact strategic consulting. Your performance goes beyond the educational sphere, also serving as president of the Technology Committee in two academies, where it fosters networking and professional development. Muniz is widely recognized for his ability to connect people and ideas, always with the aim of promoting collective growth and mutual success. As Community Leader of the Collaborative Journey, he is a reference in areas such as Agility, DevOps, Lean, QA, OKR and Digital Transformation. Besides being a writer, speaker and professor of Executive MBA in Agility, Technology and Business at Anhanguera Educacional, Muniz is the author and editor of several books on technology and management. For more information, accessLinkedIn
