The Free Market, one of the largest e-commerce platforms in Latin America, recently published a study highlighting the shopping habits of Brazilian consumers. The research, based on data collected by the company, reveals valuable insights into user behaviour and maps personalised consumption profiles
According to the study, Brazilians are increasingly embracing online shopping, seeking practicality, variety and competitive prices. The COVID-19 pandemic further accelerated this trend, with many consumers choosing to make their purchases via mobile devices, like smartphones and tablets
The Mercado Livre identified different consumption profiles among Brazilians, considering factors such as age, gender, geographical location and product preferences. Among the highlighted profiles are the "technology enthusiasts", who are constantly seeking the latest news in electronics and gadgets, and the "fashion lovers", that follow trends and prioritize the purchase of clothing and accessories
Another identified profile is that of the "modern parents", que utilizam a plataforma para adquirir produtos para os seus filhos, como brinquedos, baby clothes and baby care items. Os "especialistas em casa e decoração" são aqueles que procuram móveis, appliances and household items
The research also revealed that Brazilian consumers value fast delivery and the possibility of installment payments. The Mercado Livre has been investing in logistics solutions to meet this demand, how the expansion of your distribution centres and partnerships with delivery companies
Furthermore, the platform has been investing in customization features, using artificial intelligence to recommend products based on users' purchase and browsing history. This approach aims to provide a more relevant and accurate experience for each consumer
The study of the Free Market reinforces the importance of understanding consumer behaviour and preferences in the digital environment. When mapping personalized consumption profiles, the company aims to provide an increasingly satisfying shopping experience tailored to the individual needs of Brazilians
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