This report looks at the following areas:
- Shopping by category and shopping method
- Channels used for online shopping and search
- Retailer drivers and important factors when shopping
- Habits and attitudes toward online and offline shopping
Despite saving time when shopping online, Brazilians want to visit physical stores to touch and try products. It's crucial for retailers to offer both channels.
Laura Menegon, Analyst Food & Drink, LATAM
Market Definitions
This Report covers the habits and preferences of Brazilian consumers toward online and offline shopping. It covers beauty, personal care, household care and healthcare products, clothing and accessories, groceries and non-alcoholic beverages for at-home consumption, restaurant food, alcoholic beverages, technology and communications, home improvement products, leisure and entertainment, travel products and services and pet products.
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EXECUTIVE SUMMARY
- What you need to know
- Challenges
- Provide safety assurances to consumers when shopping online
- Pop-ups offer way for online retailers to provide product trial
- Graph 1: in-store shopping benefits, by two age groups, 2024
- AB consumers prefer retailers to have both physical and online stores
- Graph 2: important factors when shopping, by socioeconomic group, 2024
- Opportunities
- In-store digital payments can lure in younger consumers
- Expand support to social causes to please Southerners
- Graph 3: important factors when shopping, 2024
- Promote in-store events to attract university students
- Graph 4: in-store shopping benefits, by student status, 2024
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THE CONSUMER
- Category overview
- Brazilian consumers have a multichannel shopping behavior
- In-store shopping is almost universal in Brazil…
- …and online shopping is getting there
- Groceries is the most common type of product shopped in-store while clothing/footwear is the number one online
- Graph 5: products shopped for, 2024
- Shopping of groceries and personal care products are concentrated in physical stores
- Consumers are getting more comfortable to buy clothing online
- Marketplaces are the most used type of online retailer
- Graph 6: retailers shopped, 2024
- Marketplaces boost online sales
- Better smartphone models will create opportunities for app shopping
- The smartphone is wildly popular for online shopping
- Graph 7: shopped online via smartphones, by age*, 2024
- Better phones and connectivity can expand online shopping
- Brands are investing in apps
- Important factors when shopping
- AB consumers prefer retailers to have both physical and online stores
- Graph 8: important factors when shopping, by socioeconomic group, 2024
- E-commerce florist Giuliana Flores expands its physical stores
- Mercado Livre creates a temporary physical store
- Southerners consider supporting social issues important
- Graph 9: important factors when shopping, 2024
- Supporting social causes have become the norm
- Magazine Luiza supports women
- Mercado Livre focus on a sustainable fleet
- In-store shopping benefits
- Ability to touch/try products in-store is an opportunity to bring in older consumers
- Graph 10: in-store shopping benefits, by two age groups, 2024
- Tools to allow consumers with disabilities to try makeup samples in-store
- Enjoei plans huge physical expansion
- Bombril has opened a concept store that also functions as an innovation lab
- Moët & Chandon stages a pop-up offering consumers personalized bottles
- In-store events can be attractive to university students
- Graph 11: in-store shopping benefits, by student status, 2024
- University/college students have interest in experiences and want to have fun
- Convenience store OXXO opens a theme store for snack brand Takis
- Carmed stages an immersive experience on a bus, taking consumers across São Paulo state
- Melissa transforms its flagship store into an artistic immersive experience
- Online shopping benefits
- Provide busy online shoppers tools to make their lives easier
- Graph 12: online shopping benefits, 2024
- Help online shoppers to browse and purchase more efficiently
- Graph 13: online shopping benefits, 2024
- Refine reviews to allow speedier decision-making
- Graph 14: online shopping benefits, 2024
- Attitudes toward shopping
- In-store digital payments appeal to younger consumers
- Graph 15: attitudes toward shopping, by two age groups, 2024
- Technology is part of the daily life
- TikTok coins can be used on Quem Disse, Berenice?
- Innovations in payment
- Provide safety assurances to consumers when shopping online
- Graph 16: attitudes toward shopping, any agree, by age, 2024
- Sense of security is paramount to bring in older consumers
- Build trust with consumers
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KEY PLAYERS
- Companies and brands
- Shoppe expands its distribution centers
- Operators are using technology to help retailers
- Launches and innovations
- SHEIN has launched its creative incubator in Brazil.
- Amazon enables the sale of second-hand products through its Quase Novo feature
- Marketing campaigns and actions
- Universidade Zumbi has created a bag to fight racism in retail environments
- Amazon Brazil celebrates LGBTQ+ Pride in 10 different ways in 2024
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THE MARKET
- Household Internet access approaches universalization
- Total income and household income per capita grow
- Despite a slight rise in unemployment at the start of 2024, the trend still has a positive outlook
- Graph 17: unemployment rate, Q1 2022-Q2 2024
- Inflation slightly rises in September
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APPENDIX – DEFINITION, METHODOLOGY AND ABBREVIATIONS
- Report definition
- Methodology
- Abbreviations and terms
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