A survey conducted by Instituto Locomotiva and PwC revealed that 88% of Brazilians have used some technology or trend applied to retail. The study highlights that purchasing from marketplaces is the most adopted trend, with 66% participation, followed by picking up in physical stores after online purchases (58%) and online automated service (46%).
The survey also showed that nine out of ten consumers prioritize brands that offer pleasant shopping experiences, convenience in delivery, and actions focused on sustainability. Renato Meirelles, president of Instituto Locomotiva, emphasizes that Brazilians still shop a lot in physical stores, even though they prefer to buy certain products online.
Although physical stores continue to be the most frequent experience, some products already show a predominance of online purchases, varying by category. Electronics and various courses have higher adoption of e-commerce, while supermarkets, construction materials, and hygiene and beauty products are still more often purchased in physical stores.
At the same time, 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 the increasing preference of consumers 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 ranking of the most downloaded apps in the world highlights the need 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 emphasize that the omnichannel journey, integrating physical stores and apps, is a decisive factor for purchase completion and consumer loyalty.
