The number of Brazilians opting for e-commerce is growing every year, and ABComm projects that digital consumers will surpass 92 million in the country by the end of 2024. In this context, the survey “Shopping Habits in Food Retail” analyzes the expanding market in Brazil and confirms that almost half of those interviewed already integrate online grocery shopping into their routine. Of this total, 56,4% make monthly purchases, while 31,2% use e-commerce weekly.
The study produced by Neogrid, a technology and data intelligence ecosystem that develops solutions for managing the consumption chain, in partnership with Opinion Box, a leading technology company for market research and customer experience, also shows which factors most influence preference for e-commerce: lower prices (34,6%), exclusive promotions (32,3%) and convenience (29,1%).
Brazilians seek more clothes and accessories on e-commerce
Among the most searched products in online shopping in the last year, the clothing and accessories category leads the ranking, with 47% of responses. Next, in balance, is the food and beverage segment (46,5%). Soon after, beauty products (38,5%) and electronics (35,8%) stand out. The decorative furniture category appears last, with 19,3%.
The importance of being well positioned
Another important aspect highlighted in the survey is the need for retailers to be well-positioned to capture customers’ attention. Product reviews emerged as a crucial factor, as consumers rely on other users’ experiences to make more informed decisions. More than half of respondents (57,4%) said they always value reviews, while 39,2% indicated they do so sometimes, and only 3,4% said they never consider them.
“Despite the importance of having robust data, optimizing well-crafted titles and descriptions can generate savings and reduce the need for investments in paid searches or promotional actions,” says Franklin Lima, executive director of Lett, a Neogrid solution. “While, on the one hand, images attract consumers’ attention, on the other, well-crafted descriptions are essential for the performance of algorithms.”
Profile of respondents
The survey was conducted online, on the Opinion Box Respondent Panel, between June and July 2024, with more than 2 people from all over Brazil over the age of 16 and from all social classes who are responsible or partially responsible for household purchases.
