A survey conducted by the Locomotiva Institute and PwC revealed that 88% of Brazilians have used some technology or trend applied to retail. The study highlights that purchasing in marketplaces is the most adopted trend, with 66% adherence, followed by in-store pickup after online purchase (58%) and automated online service (46%).
The survey also showed that nine out of ten consumers prioritise brands that offer pleasant shopping experiences, convenience in delivery, and actions focused on sustainability. Renato Meirelles, president of the Locomotiva Institute, emphasises that Brazilians still shop a lot in physical stores, despite preferring to buy certain products online.
Although physical stores remain the most frequent experience, some products are already predominantly purchased online, varying by category. Electronics and various courses have higher adoption of e-commerce, while supermarkets, construction materials, and hygiene and beauty products are still mostly bought in physical stores.
Meanwhile, the e-commerce app market is on the rise. According to the annual Mobile App Trends report by Adjust, there was a 43% increase in installations and a 14% increase in sessions of virtual commerce apps in 2023. Bruno Bulso, COO of Kobe Apps, states that this growth reflects consumers’ increasing preference for mobile shopping experiences.
Latin America stood out by recording an increase in the average time spent per session in e-commerce apps, contrary to the global trend. Furthermore, Shein’s leadership in the rankings of the most downloaded apps in the world highlights the necessity for brands to expand their digital channels to apps.
Brazil, ranked as the fourth country in the world with the most app downloads in 2023, demonstrates the growing importance of mobile devices in the lives of Brazilian consumers. Experts emphasise that the omnichannel journey, integrating physical stores and apps, is a determining factor for completing purchases and consumer loyalty.
