The way Brazilian consumers discover products and make online purchases undergoes a profound change. A study by Cadastra in partnership with Similarweb shows that generative artificial intelligence tools, such as ChatGPT, are redesigning the path to the consumer and changing the logic of digital marketing in the country.<\/p>\n\n\n\n
The research, entitled \u201cO Future of Search: how generative AI is redefining the way to the consumer\u201d, analyzed the search behavior and online traffic between January 2023 and August 2025. The survey points out that ChatGPT concentrates 99% of the national market of generative tools and generated more than 6.1 million reference visits for the ten largest e-commerces in Brazil. The Free Market leads with 1.8 million accesses, followed by OLX (914 thousand) and Amazon (840 thousand).<\/p>\n\n\n\n
The OpenAI platform accumulates more than 310 million monthly visits, growth of 124% in 12 months. Perplexity, second placed, recorded just over 2 million accesses 2 million still far from the reach of ChatGPT, but with an increase of 131%. These numbers indicate that the Brazilian consumer gradually migrates to AI-mediated consumption flows, with a direct impact on online visibility strategies.<\/p>\n\n\n\n
This advance marks the beginning of the so-called predictive conversational search, in which queries function as continuous dialogues, with more detail and context. While traditional SEO searches have, on average, four words, AI interactions reach 23 words and sessions longer than seven minutes. In this environment, keywords lose strength and gain relevance objective, structured and contextual responses essential for brands to be cited as reliable sources by models.<\/p>\n\n\n\n
Brazil already occupies the third position in the global traffic of these platforms, behind only the United States and India. Between January and August 2025, Google recorded a drop of 0.88% in national traffic, reaching 38.57 billion visits; in the same period, ChatGPT grew 71.9%, reaching 1.97 billion accesses and concentrating 67% of traffic among the main chatbots of the country. In 12 months, it increased 260.7% in audience, with an average of 252,9 million visitors per month, respectively, used by Google.<\/p>\n\n\n\n
The impact of this change on e-commerce performance already appears in the data.In the United States, almost 60% of consumers use generative AI to make online purchase decisions.In Brazil, the ten largest e-commerce stores received more than 6 million visits originated in ChatGPT between 2023 and 2025. The technology shortens the journey, reduces the interval between discovery and purchase decision and tends to accelerate this process even more with the arrival of Instant Checkout, which will allow direct transactions within the platform.<\/p>\n\n\n\n
The most active audience is young: users between 18 and 34 years old represent almost 60% of the ChatGPT base.Distinct sectors reveal their own patterns.In pharmaceutical retail, the use of AI focuses on price comparisons; in fashion, used product marketplaces, such as Enjoei, receive a strong volume of traffic; in the travel segment, mobility apps such as Uber surpass hosting platforms and tickets, indicating a preference for immediate solutions.<\/p>\n\n\n\n
For Hygor Roque<\/strong><\/a>, Head of Marketing <\/strong>daDivibank<\/strong><\/a>, optimizing content for generative AI requires clarity, structure and precision.\u201cThe challenge is not only to appear, but to be recognized as a reliable reference, transforming visibility into conversion and consolidating brand presence in a rapidly changing digital landscape\u201d, he says. If you are interested in the agenda, just let me know that I bridge with the executive.<\/p>","protected":false},"excerpt":{"rendered":" A forma como consumidores brasileiros descobrem produtos e realizam compras online passa por uma mudan\u00e7a profunda. Um estudo da Cadastra em parceria com a Similarweb mostra que ferramentas de intelig\u00eancia […]<\/p>\n","protected":false},"author":1,"featured_media":87835,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,34],"tags":[43,53,79],"class_list":["post-88444","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_au\/wp-json\/wp\/v2\/posts\/88444","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/comments?post=88444"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/posts\/88444\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/media\/87835"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/media?parent=88444"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/categories?post=88444"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/tags?post=88444"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}