A survey produced by NielsenIQ shows that 89.71% of Brazilians intend to shop online in the second quarter of 2026. The share of Brazilians shopping through digital means stands out as financial difficulties increase, with a rise of 7.8 percentage points in the proportion of families claiming to be in a worse financial situation compared to the first quarter of the year.<\/p>\n\n\n\n
Today, 33.91% of the interviewed households report a worsening financial condition, according to the study. Another 37.71%, however, say they have observed some improvement. According to NielsenIQ, the deterioration in financial perception pressures purchase intention. \u201cAmong those who do not intend to consume, most find themselves in a worse financial situation than the previous year. Despite this, online shopping is already extremely consolidated in Brazil, which justifies the high purchase intention,\u201d explained Andrea Stoll, e-commerce leader at NielsenIQ.<\/p>\n\n\n\n
Pessimism regarding the economy is also greater among people who are in a worse financial situation than before. When asked whether they believe the financial situation will improve starting in July 2026, 35.61% of this group said that the financial situation tends to worsen. In the total sample, however, 46.41% believe they will be in a better situation by mid-year.<\/p>\n\n\n\n
Baskets<\/strong><\/p>\n\n\n\n The Cosmetics & Fragrance basket had the greatest prominence in the quarter. According to NielsenIQ's research, 74.71% intend to buy some item from the basket in the coming months. In the same period last year, the percentage was 53.71%.<\/p>\n\n\n\n Following closely is the Health basket, with 68.71% purchase intention, also showing a significant increase compared to the second quarter of 2025 (48.51%). In third place is Home and Decoration, with 68.31%, up from 45.21% last year.<\/p>\n\n\n\n Among consumers who reported shopping for special occasions (10.61%), 25.81% were inclined to seek products from the Cosmetics & Fragrance basket to gift mothers on the date. Special dates also impacted Home Appliances (15.71%), Food (13.91%), Non-alcoholic Beverages (12.51%), Fashion and Accessories (12.21%), and others.<\/p>\n\n\n\n Mother's Day was an important driver for Cosmetics & Fragrance, influencing 25.81% to seek products from the basket to gift mothers on the date. The impact was also significant in baskets such as Home Appliances (15.71%), Food (13.91%), Non-alcoholic Beverages (12.51%), Fashion and Accessories (12.21%), and others.<\/p>\n\n\n\n Categories<\/strong><\/p>\n\n\n\n The main category of the Food and Beverages basket in online purchase intention continues to be Alcoholic Beverages. Compared to the second quarter of 2025, the category increased from 41.1% to 43.21% in 2026. Following are non-alcoholic beverages, which recorded even greater growth in purchase intention: the index, which was 29.71% in 2025, jumped to 38.91% this year.<\/p>\n\n\n\n Among the products, wine and beer are the most sought after this quarter, with the intention to purchase at 63.3% for wine and 62.4% for beer in the second quarter of 2026.<\/p>\n\n\n\n In Home and Decoration, the main advance was observed in Bed, Table, and Bath items, with an increase of 16.4 p.p. compared to the second quarter of 2026 and the same period of the previous year. Still, the highest intention to purchase within the basket remains with Household Utilities, which reached 60.0% in the second quarter of 2026.<\/p>\n\n\n\n In the basket of Cosmetics and Perfumery, products related to hair care are the main highlight. In the second quarter of 2025, the intention to purchase these items was 42.9%, now reaching 60% in 2026.<\/p>\n\n\n\n In the basket of Home Appliances, air conditioners and vacuum cleaners are the most sought-after products of the quarter. Compared to the same period last year, air conditioners grew by 6.7 p.p., while vacuum cleaners advanced by 10.4 p.p.<\/p>\n\n\n\n Profile<\/strong><\/p>\n\n\n\n Of the respondents who intend to make online purchases in the coming months, 60.5% are men and 39.4% are women. The majority (58.1%) is concentrated in the Southeast region. The age group with the most buyers is between 35 and 64 years, representing 65.7% of the respondents. Finally, 32.8% have a family income of 4 to 10 minimum wages. In total, the survey included 1,550 respondents from across the country.<\/p>","protected":false},"excerpt":{"rendered":" Levantamento produzido pela NielsenIQ mostra que 89,7% dos brasileiros pretendem fazer compras online no segundo trimestre de 2026. A parcela de brasileiros que compram por meios digitais se destaca \u00e0 […]<\/p>\n","protected":false},"author":1,"featured_media":85691,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,34],"tags":[43,53,79],"class_list":["post-97942","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias","category-pesquisas","tag-e-commerce","tag-noticias","tag-pesquisas"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts\/97942","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/comments?post=97942"}],"version-history":[{"count":1,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts\/97942\/revisions"}],"predecessor-version":[{"id":97943,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/posts\/97942\/revisions\/97943"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/media\/85691"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/media?parent=97942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/categories?post=97942"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en\/wp-json\/wp\/v2\/tags?post=97942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}