Digital transformation has profoundly reshaped consumption habits in Brazil. With the increasing digitization, Brazilian consumers are increasingly connected, demanding integrated and personalized shopping experiences
According to theDigital Transformation Index Brazil (ITDBr) 2024, developed by PwC Brazil in partnership with Fundação Dom Cabral, 41% of companies still recognize digital transformation as crucial for their investments, highlighting a willingness to explore new technologies even in times of financial constraint. The study also reveals that 45,1% of the companies surveyed adopted a cautious stance regarding digital initiatives, limiting itself to modest investments
Digitalization is no longer a differentiator, but another necessity for companies that wish to remain competitive. Consumers expect seamless and integrated experiences across all channels, and those who do not invest in innovation run the risk of losing relevance. Adapting to digital transformation means not only implementing new technologies, but rethinking business models to meet the new market demands" highlights the data specialist, speaker and MBA professor at Fundação Getúlio Vargas (FGV), the author of the book"Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents", Kenneth Corrêa
What has changed in shopping habits
What was once a shopping journey limited to physical stores and dependent on time and travel, today has become a quick and dynamic experience, thanks to digitalization.
In the past, the research and price comparison were time-consuming, requiring direct consultations with sellers and catalogs. Now, consumers can search, compare and buy products from anywhere, at any time, through mobile devices
Personalization has become a major differentiator, with offers tailored to the consumer's profile based on browsing and previous purchase data. According todatafrom Outgrow, 90% of consumers prefer brands that offer personalized experiences and are 40% more likely to view recommended items based on information shared with the brand
Furthermore, payment methods such as PIX and contactless payment,make purchases faster and frictionless, changing the relationship with credit card payments.
According to theresearch"The Brazilian and His Relationship with Money", published by the Central Bank, Pix is already the most used payment method by Brazilians. The service is adopted by 76,4% of the population, followed by the debit card (69,1%) and cash (68,9%).
Loyalty has also changed. In the past, traditional points programs were the main strategy. Today, companies invest in personalized service, efficient after-sales, cashback and accessible communication, winning customer loyalty more effectively
From the rise of e-commerce to the popularization of digital payments, the social networks and the sharing economy, connectivity has reshaped the relationship between consumers and brands. Next, specialists highlight seven major curiosities driven by the internet that have significantly impacted the market
Curiosity 1: emergence of e-commerce
E-commerce has revolutionized retail, the first major Brazilian marketplace was launched in 1999. According to thereport "The Global Payments Report", the global online shopping market is expected to grow by more than 55,3% by the end of 2025, moving around US$ 8 trillion
Furthermore, oneresearchfrom Octadesk in partnership with Opinion Box revealed that 62% of consumers make between two and five online purchases per month, and 85% shop online at least once during this period. In light of this scenario, physical retail had to reinvent itself, consolidating Brazil as one of the main e-commerce markets in the world
The growth of e-commerce did not happen by chance. The convenience, the variety of products and the digitalization of payment methods have made online shopping a natural choice for consumers. Furthermore, factors such as the popularization of marketplaces, the agility in logistics and the strengthening of themobile commerceand drive this progress. Today, with just a few clicks, it is possible to compare prices, read reviews and complete a purchase safely and instantly, what transforms the consumption experience and reinforces the rise of e-commerce, assesses the sales specialist and CEO of Predictable Revenue, Thiago Muniz.
Curiosity 2: the expansion of digital payment methods
If before purchases depended exclusively on cash or cards, today digitalization has brought more practical alternatives, like PIX, digital wallets, Open Finance and installment payment solutions
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.
The expectation is that the system will reach an even larger share of the population by the end of 2025, since Pix by Biometry and Proximity is an innovation of Open Finance and will drive the payment market. "With this resource, the user just needs to link an account to a digital wallet and, through NFC technology and the biometric authentication of your device, a payment will be made promptly. It is not necessary to even open the bank app. This represents more convenience for the consumer, in addition to offering more opportunities and challenges for the entrepreneur, explains the Business Director of Lina Open X, Murilo Rabusky
Curiosity 3: personalization in the consumer experience and the use of data
With the advancement of artificial intelligence and big data, companies began to offer increasingly personalized experiences, analyzing preferences, purchase history and online behaviors to suggest products and services more accurately. ThereportConsumer Trends 2025 indicates that 78% of consumers prefer brands that provide personalized experiences.
For Lucas Monteiro, Martech Leader at Keyrus, international consultancy specializing in Data Intelligence and Digital Transformation, businesses are adopting an increasingly holistic approach to understanding their consumers.
Many companies are not limiting themselves only to monitoring consumer actions, but they are also investing in deeply understanding what they think, feel and desire. With this strategy, it is possible to create truly personalized experiences and build lasting relationships,highlights
In this scenario, data is fundamental. The Keyrus specialist also explains that "the data may contain the answers to a company's biggest challenges regarding its customers specifically. It is possible, through Customer Data technology, for example, create personalized campaigns for different regions and segments, predict customer turnover, what helps companies improve customer interaction and increase sales, segmenting and targeting marketing campaigns to the right audience
Curiosity 4: using research to understand the consumer
The collection and analysis of information have become essential for brands that want to better understand their audience. More and more companies are adopting data-driven strategies to enhance their marketing efforts, understand consumer behavior and personalize your offers. The intensive use of this information allows for the identification of trends, preferences and shopping habits, making communication more efficient and assertive
According to the CMO of MindMiners, Danielle Almeida, listening to and understanding the target audience is not just a trend, but another strategic necessity. Brands need to adapt quickly to maintain their competitiveness. Therefore, understanding the real demands of consumers and turning this data into concrete actions is essential to winning and retaining customers in an increasingly dynamic market.
Curiosity 5: therise of digital influencers and purchase recommendations
If before purchase decisions were based on traditional advertising, today influencers play a fundamental role in recommending products and brands
In Brazil, 144 million people are active on social media, and content creators shape trends and build the reputation of companies. The Magalu, for example, transformed your virtual assistant, "Lu", a digital influencer with millions of followers, strengthening the emotional connection with your customers
"Companies are no longer communicating only as brands and are starting to act as"creators, that is to say, 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.
Curiosity 6: subscription loyalty
Customer loyalty is a process of retaining already acquired customers. The basis of this strategy is the trust between the client and the organization, created through differentiated service and quality products and services
Some of the most profitable companies in the world, like Apple and Coca-Cola, and some streaming services like Netflix and Spotify, they owe a good part of their success to loyal customers who are always ready to defend them
According to the CEO of IDK, specialized technology consulting, design and communication, Eduardo Augusto, a complete example of this subscription loyalty is that of Amazon
Amazon changed the game in retail and technology, 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. The result is a company that sets trends in technology, user experience, "loyalty and operation", affirms Eduardo
Curiosity 7 the advancement of the sharing economy and the circular economy
In addition to different consumption models, as rental of properties (Airbnb), online thrift stores (Enjoei) and online auctions (Kwara), the search for more sustainable consumption drives the circular economy, a model that encourages reuse, recycling and the extension of the product life cycle.
For Raimundo Onetto, co-founder of Kwara,online auction platform,the current consumer is more aware of the environmental impact of their choices.
"When purchasing a product at auction", many times one is giving a second life to something that still has high value and is in perfect condition for use, avoiding premature disposal and reducing waste. This sustainable movement aligns with the values of many people who wish to consume more responsibly. Furthermore, when we talk about auctions of quality items — be electronics, vehicles, machinery or even real estate —, this logic of prolonging the utility of the good generates a positive feeling of savings and ecological awareness. This combination of financial opportunity with environmental responsibility has, yes, increased consumer interest in this shopping format, highlights Raimundo
Curiosity 8: the metaverse and the future of digital consumption
With the evolution of technology, the metaverse emerges as the next frontier of consumption, allowing immersive experiences, interactive virtual stores and new ways of interaction between brands and customers
"Big brands are already using virtual environments for training", customer engagement and new business models. The key will be to find use cases that truly add value, além do hype de 2022/23. The main bet, at the moment, they are augmented reality glasses, that are lighter, and that allow the user to continue seeing the real world, while seeing an additional layer of information in your field of vision, designed in the lenses, explain Kenneth
From the present to the future
In the coming years, the consumer's buying journey will be impacted by increasingly advanced and integrated technologies. Generative artificial intelligence will play a central role, allowing highly personalized experiences, from product recommendations to automated interactions with more humanized virtual assistants. The use of data and machine learning should also intensify, providing more accurate offers tailored to consumer behavior in real time, comments the technology and business specialist, CEO Advisor and President of Brasport Publishing House, Antonio Muniz
Another strong trend is the evolution of immersive commerce, driven by the metaverse and augmented reality. These technologies will allow consumers to test products virtually before purchase, improving the experience and reducing the return rate. Furthermore, payment methods will continue to evolve, with the rise of more agile methods that will make transactions smoother and safer, points Antonio.
Finally, digital sustainability will also gain prominence, with consumers increasingly aware of the environmental impact of their purchases. Companies that adopt practices such as green logistics, circular economy and lower carbon footprint in e-commerce will have a competitive advantage in this new scenario.
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, finishes Muniz.
