Amid discussions about taxation, international websites continue to gain ground in consumer preference, and 7 out of 10 Brazilians already make purchases on foreign e-commerce sites. Among the favorites are Shopee (52%), Shein (43%), and Aliexpress (39%). This data is from the E-commerce Trends 2025* study, conducted by Octadesk, LWSA, in partnership with Opinion Box, which anticipates industry trends for the coming year. Click here to download the study.
For 60% of consumers, the pace of purchases in these stores should remain the same over the next 12 months, while 25% intend to increase their purchases and 15% want to buy less. “Consumers are increasingly seeking ease and convenience. Prices, product diversity, and quality end up influencing their purchasing decisions in international e-commerce. This situation creates competitive challenges, but also opportunities for national entrepreneurs,” says Rodrigo Ricco, Founder and CEO of Octadesk.
88% shop online at least once a month
The E-commerce Trends 2025 report also shows that consumers remain inclined to buy online. Of all respondents, 88% stated they buy online at least once a month, a 3% increase compared to last year. Online stores (65%) and marketplaces (60%) are the preferred channels, followed by the stores' own apps (54%).
Free shipping is the main factor considered by 72% of respondents when choosing where to buy, followed by promotions (61%) and delivery time (48%). In addition, lower prices (53%), convenience (58%), promotions (51%), and ease of price comparison (50%) are reasons for preferring e-commerce.
“For 73% of consumers, the smartphone is the preferred means of making purchases. This, along with other research data such as shipping costs and ease of price comparison, shows a structural change in consumption habits, driven by convenience and connectivity, features that consumers are increasingly seeking,” Ricco points out.
New technologies boost sales of clothing and shoes
With the growth of new technologies, such as virtual fitting rooms and augmented reality filters, along with changing habits, consumers are increasingly buying clothes and accessories online. According to the survey, 57% stated that they had already purchased clothing items online, while 42% bought shoes, 40% bought hygiene and beauty products, and 39% bought electronics.
The power of influencers in purchasing decisions
According to the study, 45% of consumers have already purchased products recommended by digital influencers. The largest influenced audience is made up of women (52%). In terms of age, the influence is even greater: 55% of young women between 16 and 29 years old stated that they make purchases influenced by content creators. The percentage drops to 45% in the 30-49 age group and to 34% for those 50 years or older. Among men, only 36% stated that they were influenced, while 54% said they did not purchase products based on influencer recommendations, and another 10% were unsure.
Pix is growing, but credit cards remain the main form of payment
Pix remains popular among consumers, with 88% stating they have already used the payment system to make online purchases. However, credit cards with installment payments remain the primary payment method, accounting for 52% of transactions, followed by Pix with 24%, a 2 percentage point increase compared to 2022. Credit card payments for immediate payment are used by 14%, debit cards by 4%, and bank slips by 2%.
*The study surveyed 2,055 consumers, aged 16 and over, from all over Brazil and from all social classes, in May 2024. All respondents had made at least one online purchase in the last six months. The margin of error for the survey is 2.1 percentage points.
