Every global retailer has wondered what people buy most online, right? After all, understanding consumer buying profiles is crucial for anyone who wants to succeed in this space. Brazil, for example, is a country with a digitally connected and ever-growing population. As such, online consumption trends are a goldmine for companies looking for business opportunities around the world.
Brazil is a country rich in culture and diversity - and this is reflected in its shopping trends. Each region has its consumer habits, which require retailers to be flexible. According to a survey by Cetic.br, residents of the Southeast region are the most active online shoppers. They represent no less than 49% of the population and are always on the lookout for new products. This is followed by the South region, with 22% of online shoppers looking for quality products and traditional brands.
The Northeast of Brazil is home to another 17% of the country's digital consumers, who are particularly interested in good deals from virtual stores. Finally, the Midwest and North regions represent 7% and 6% of the market, respectively. These are promising areas, but they still require patience and versatility from retailers.
According to the survey by IAB Brasil, “Online purchasing behaviour: Brazilians' Internet habits and their relationship with advertising", 89% of online Brazilians use smartphones to shop online.
This underlines the importance of having a responsive or mobile-optimised e-commerce platform. On the other hand, 39% of Brazilian consumers use a laptop or desktop computer to carry out a transaction.
But what is it that really catches the eye of these consumers on the Internet? In general, the survey reveals that the top-selling products are clothing and fashion items (57%). This is followed by electronics (45%), beauty and personal care (42%) and a significant proportion of the sample also buy household products online (40%).
Brazilians' spending on online services is also impressive. In the online betting sector alone, according to Central Bank data on remittances to foreign betting companies from January to November, approximately $11.1 billion was spent in 2023. To put this in perspective, this amount is even higher than the country's beef exports in the same year.
At the same time, video streaming and video games have shown significant growth in Brazil. According to PwC's Global Entertainment and Media Outlook 2022-2026, the OTT video segment in Brazil grew faster than the rest of the world after the pandemic, with revenues reaching $855 million in 2021. The report forecasts a compound annual growth rate (CAGR) of 9.8% for the sector in Brazil through 2026, outpacing the global forecast of 7.6%. For games, PwC forecasts a CAGR of 15.2% in Brazil over the same period, almost double the global rate of 8.4%.
Another interesting fact comes from a recent Bango study on subscription services. According to the report, Brazilians spend an average of $275 per year on these services. To put this in perspective, this amount is equivalent to more than a full month's work, based on the national minimum wage. In addition, the same survey shows that the average number of subscriptions per user in the country is 3.8. Most of these consumers subscribe to streaming video services (86%) and music services (52%). A significant proportion also have subscriptions to food (46%), retail (38%) and games (32%).
As we can see, Brazilians are interested in fashion, technology, and beauty. These segments are strongly influenced by social media, especially Instagram and TikTok, which highlight consumer trends for internet users. Gen Z (millennials), digital natives aged 18 to 34, are one of the main drivers of e-commerce in the country. According to Cetic.br, they make up 43% of Brazilian internet users and are considered to be impulsive buyers.
Generation X, adults aged 35 to 49, is not far behind. This group represents 31% of Brazilian internet users. Although they are more moderate in their online shopping habits, they do not shy away from new items for the home, electronics, and appliances. However, as discerning shoppers, they prioritise price and quality. They also pay attention to the reliability of websites.
It's worth mentioning a recent survey carried out by the National Confederation of Shopkeepers (CNDL), collaborating with SPC Brazil. This survey revealed that 91 million consumers made their purchases on international websites in 2023, preferring clothing and footwear, mobile accessories, and home items. This cross-border shopping trend is attracting Brazilians mainly due to favourable prices and a wide variety of products.
Interestingly, Brazilian consumer behaviour extends beyond national borders. Even in a heated domestic market, they seek imported products, especially electronics, which are often unavailable locally or competitively priced abroad. As a result, they are turning to reliable international platforms. According to a Forrester Research/Paypal study, the top countries exporting to Brazil are China, with 60% of exports, followed by the United States (23%) and Japan (5%).
A lower price abroad attracts 60% of consumers, while the absence of the brand in the domestic market leads 36% to buy internationally. A Kaleido Intelligence research shows that global retailers are expanding their outreach by selling directly to consumers in international markets.
In this context, strategies that combine marketplace presence with the strength of a dedicated website are essential to compete globally. Having a trusted and visible platform in foreign markets strengthens the brand and extends product reach. This approach meets the demand for diverse and competitive consumer options.
Understanding the market is critical to developing effective strategies to drive online sales. To learn more about this topic and gain greater insight into Brazilian online consumer habits, download our exclusive e-books now.
