Based on surveys of more than 2,000 consumers and 500 merchants in the country, PYMNTS’ Global Digital Shopping Index: Brazil Edition, a Cybersource collaboration, reveals the extent of the digital shift in a smartphone-saturated economy that’s gone decisively digital since 2020.
“The use of mobile-native and cross-channel options surged 36 percent in Brazil,” a dramatic departure from the other studied markets, where online channels have been favored over mobile ones, per the study. “Online shopping has also increased dramatically in popularity in Brazil, although consumers there are far more inclined toward online-native journeys, which grew by 42 percent, versus cross-channel ones, which grew by just 4 percent.”
The Brazil edition adds that “This tendency to take a digital-first approach is reflected more broadly in Brazilian consumers’ inclination to start shopping journeys digitally: An average of 41 percent are ‘very’ or ‘extremely’ likely to use digital-first features to make purchases across product categories, surpassing the level of interest found in other studied markets.”
With “young high-earners nearly twice as likely as other Brazilians to report making their most recent purchases via mobile or online channels,” the Global Digital Shopping Index: Brazil Edition found mobile and younger demos driving digital commerce and related trends there.
For example, “only 26 percent of young high-earners prefer in-store shopping today while 45 percent prefer online-native journeys. Another 17 percent are cross-channel online shoppers and slightly more than 11 percent are mobile native,” per the Index.
Where we find concentrations of mobile-centric shoppers, we also find feature preferences strongly influencing everything from shopping channels to payment methods, and more.
Per the study, “Brazilian consumers are most likely to value ‘make it easy for me’ features while ascribing less importance to ‘protect me’ and ‘know me’ features, such as data security and profiles. Consumers in the U.K. and the U.S., in contrast, are approximately three times more likely than those in Brazil to consider ‘protect me’ features important to overall satisfaction.”
While finding that 66 percent of Brazilian consumers use or would use rewards — the same share as use or would use promotional codes — rewards aren’t at the very top of the list.
For Brazilians, the most important features are free shipping (13 percent of respondents), promo codes (11 percent), rewards (10 percent) and data protections (8 percent). “It bears noting that consumers in all of the studied markets tend to regard the above features as highly important, which suggests that pocketbook considerations are always high on shoppers’ agendas, no matter where they live,” the Global Digital Shopping Index: Brazil Edition states.