Hybrid consumption is no longer a trend and has become routine in Brazil. Research by Wake – a technology company for digital solutions – shows that 92.7% of Brazilians already use more than one channel before finalizing a purchase.
According to the study, consumers no longer identify themselves as digital or physical, being able to move between different channels. The company had 1,000 participants to carry out the study.
Digital as a showcase
The discovery of new products mostly occurs on social media. About 63.9% find news in the app feedwhile 62.6% find what they want in the search toolsays the research.
Furthermore, the viralization of goods in the digital environment is also a factor that weighs on the decision at the time of purchase. For 56.3% of respondents, viral products increase purchase intent. Platforms like TikTok Shop e o Instagram already influence more than half of consumers.
But despite the attractions and convincing tactics that come from digital, the buyer’s final decision depends on the credibility of the market.
Some tools that help consumers create greater trust can be the competitive differentiator for brands. According to the study, 80.3% of Brazilians are influenced to make a purchase when reviews from other customers are available.
Integration between channels is also another factor that drives consumption, with 45.8% considering coherence between physical and digital as essential. 69.4% also declared that they had given up purchasing on a marketplace due to a bad reputation.
Interest in different shopping channels
But despite the integration between the physical and digital environments, interests are still different for each space.
Nos marketplacesthe categories of greatest interest focus on products such as electronics, home items and fashion and beauty items that are most searched for. The reason is associated with consumer perception that sees these channels as complete comparison centers.
Social networks drive purchases based on desire. Thus, the sectors of “fashion and skincare” lead the movement, while “creative decoration” also follows the impulse.
On brands’ own websites, consumer motivation is linked to trust. Therefore, exclusive or technical products are the most sought after.
The future of commerce is already hybrid
Brazilian consumer behavior becomes different as
According to the survey, virtual assistants are already useful for 38.4% of respondents, who use the digital instrument to track purchases in real time and perform image searches.
But despite the ease, human contact remains essential. The study highlights a structural change that
Shopping also makes Brazilians look for spaces – physical or digital – where there is convenience, trust and a good experience.
The change in consumer behavior makes the integration of channels increasingly necessary, and makes competitiveness depend on the delivery of a frictionless and more fluid service.
*Under the supervision of Pedro Zanatta.
