87% of Brazilians shop online and are increasingly adept at social commerce

In their latest study, all ina platform that brings together consumer data, technology and humanization to help businesses optimize their results, in partnership with frame of mindhas just analyzed consumer trends on social networks, based on new online sales models such as Social network and live storeboth conducted exclusively on social networks.

According to research data, 87% of consumers already shop online, and another 75% use social networks to search for products. The poll has a confidence level of 95%, after 1,087 people, men and women from different social classes, aged 16 and older, were questioned.

“Consumers have developed more confidence to make digital purchases as a result of the pandemic and these new habits result in the need to develop this market, to meet the demands of consumers that continue to evolve,” says Ricardo Rodrigues, product manager in general at.

Consumer habits

The national retail consumer market has seen strong changes since 2020, when e-commerce has strengthened despite isolation phases and reached surprising levels of online sales. Since then, consumer habits have been shaped by the availability of the sector, and thus the online market has expanded and new sales formats have begun to appear.

This is the case of Social Commerce, a branch of e-commerce that takes place exclusively on social media platforms, and Live Commerce, a sales model born in China, which arose as an evolution of the traditional sales practices that took place before. live on TV, and now they have moved into the lives of social profiles.

According to analysis, 61% of consumers are fans of Live Commerce for exclusive shipping discounts. In addition, Instagram was highlighted as the most used social network for researching, purchasing and evaluating products, with 70%

Overall, 31% of consumers say they have a monthly shopping habit, and 21% already shop online every week.

*data referring to 87% of consumers who stated that they have the habit of buying online

where the journey begins

The research also analyzed the relationship between demand and purchase, and as determined, 75% of consumers choose to search for products on social networks, starting with price information or visibility of experiences that other customers had with a particular brand.

“This movement reinforces the need for online stores to show as much as possible about the products they offer, since it is not possible to have a face-to-face experience like in a physical store — so social media can be a great ally. It shows videos of products from different angles and has all its tools. . In addition to ensuring engagement, these strategies satisfy the customer and ensure greater confidence in the item sold,” adds Rodrigues.

In terms of the public being asked for the survey, 64% of women ask for comments on the buying experience of other consumers (reviews), compared to 55% of men. Additionally, 65% of AB audiences are looking for more product images and photos on social media, versus 55% of CDEs.

Another interesting piece of information is related to trust. The existing threat of online fraud is a fear for 52% of people who shop through digital platforms. In this sense, an important point for 28% of consumers is the fact that they have a faster and more efficient service, which reflects the need for companies to invest in a specialized service, based on a solid offer of user experience from the beginning to the end of the customer’s purchase journey.

The interesting information found is based on the profile of consumers present on each social network, where 48% of people aged 50+ prefer Facebook for shopping, compared to 42% of 30-49 year olds and 32% of 16-29 year olds.


Even so, despite the high performance of Social Commerce and the increase in sales of this new format, there are still those who prefer to shop on the official websites or apps of brands, so that 78% of respondents prefer to shop on these platforms. It is worth paying attention to the fact that social networks still do not provide a shopping cart and payment methods to complete the purchase.

But for those who prefer to shop on social media, 55% find it easier to search, and 45% opt for convenience. It is important to emphasize that social networks have brought more sales opportunities to stores that do not have a website/app structure, and can sell via DM, WhatsApp, and even have an online storefront.

“All this data is important for presenting a new scenario for marketers and providing access to relevant information that will definitely contribute to possible improvements and investments in their profiles on social networks, and in addition to guide them during the constant evolution of sales models. shops”, concludes Ricardo.

Also read: Investments in agrofoodtech grow 13 times in Europe, with a focus on e-Grocery.

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