Brazilian consumers increasingly turn to retail platforms before making purchases.
For the first time, online marketplaces have overtaken search engines as the primary starting point for product research among Brazilian consumers, according to the latest edition of the Commerce survey by MRM Brasil, part of the McCann Worldgroup network.
The study found that 54% of respondents now begin their shopping journey on platforms such as Amazon, Magazine Luiza, and Mercado Libre — up four percentage points over the past four years. Search engines like Google, Bing, and Yahoo dropped to second place, cited by 52% of participants, a five-point decline over the same period.
Conducted in two waves between 2020 and 2024, the survey sampled 1,000 consumers in each round. Results highlight the increasing sophistication of Brazil’s online shoppers, who are adopting more mobile, multichannel behaviors. Mobile phones are used by 91% of respondents for digital purchases, while the use of computers fell to 53%. Smart TVs emerged as a relevant shopping channel, cited by 10%.
“The second wave of the Commerce study revealed a rapid evolution in Brazilian consumer behavior, outpacing even the industry’s own transformation,” said Fábio Souza, CEO of MRM Brasil. “Digitally mature consumers now navigate a far more complex journey with multiple touchpoints, including online marketplaces, review sites, and social media.”
When it comes to categories, electronics remain the most purchased online, with 55% of respondents. Fashion and accessories showed significant growth, rising 12 percentage points to reach 53%. Home appliances came in at 41%, followed by beauty and personal care products at 39%, the same share as home and decor. Computer products accounted for 31%, while food and beverages represented 30%.
Shopping experience and peer reviews were the leading factors influencing purchasing decisions, mentioned by 70% and 65% of respondents, respectively. Environmental and social concerns also played a role, with 17% prioritizing sustainability and 14% supporting social causes.
On the flip side, practices that turn consumers away include socioeconomic insensitivity (61%), animal testing (53%), and environmental neglect (50%). A lack of diversity was also a deal-breaker for 40%.
“The main driver behind brand abandonment is not necessarily product quality, but rather a misalignment with consumer values,” Mr. Souza noted. “Especially when companies stray from ESG principles, it creates a break in trust. Today, consumer loyalty is increasingly tied to a company’s social and environmental reputation—less so to price or functionality.”
Source: Valor International
