Brazilian buyers focused on smartphones |

Brazilian buyers focused on smartphones |

Taking a different path to digitalization, Brazil is a nation where more people have smartphones than bank accounts, creating a unique blend of mobile-centric digital engagement and vast opportunities to connect consumers more marks.

It’s a compelling case study of the digital transformation of large populations, with PYMNTS data indicating that Brazilian consumers are the second most mobile of the six countries studied.

For “The 2022 Global Digital Shopping Playbook: Brazil Edition”, a collaboration with cyber sourcewe surveyed over 2,200 Brazilian consumers and over 600 Brazilian businesses about smartphone usage, the features shoppers value most, and how they prefer to receive online purchases, plus a host of relevant data on this remarkable Latin American economy.

See now: The 2022 Global Digital Procurement Handbook: Brazil Edition

graph, use of smartphones by shoppers in stores

  • 52% of Brazilian shoppers used a smartphone at least once during their last trip to the store

Among the new behaviors accelerated by the pandemic, using the smartphone as a kind of remote control when shopping online and in stores, and Brazil is very committed to this.

Our study revealed that around 20 million Brazilian consumers used their smartphone during their last purchase in a physical store, with 24% of them comparing prices in real time and 23% looking for downloadable coupons and discounts at the time. of the purchase.

According to the study, “smartphone shopping is not limited to physical stores. An estimated 33 million Brazilian shoppers use their smartphones to inform or activate their shopping experiences at any time, whether shopping via an app, using mobile wallet payments in-store or otherwise.In other words, Brazilian shoppers are 23% more likely than consumers in all six countries to use their smartphone at least once while shopping.

how consumers shop online

  • 75% of Brazilian consumers prefer to have their e-commerce orders delivered to their home

While options such as curbside pickup and BOPIS are more popular in other countries we’ve studied, Brazilian consumers show a distinct predilection for door-to-door delivery. While not the least likely to use today’s popular pickup options, Brazil is in the top three for this.

Only 17% of Brazilian e-commerce shoppers picked up their most recent purchases in-store. According to the study, “this makes [Brazil] the third least likely consumer to do so in any country, after only the US and UK, where 12% and 10% of e-commerce shoppers bought their most recent purchases in-store, respectively . »

merchant feature offerings

  • Brazilian consumers who buy via their smartphone report 58% friction compared to the average

Proper application of friction is imperative in e-commerce where buyers are not always who they say they are – a fact confirmed by the surge in online fraud rates we are seeing in 2022.

Brazilian merchants are seizing the enormity of the e-commerce opportunity and working to eliminate friction, especially in the mobile shopping experience, data shows.

“Consumers who shop on apps from these merchants report experiencing 58% less purchase friction than the average consumer across the six countries in our study, and those who shop through desktop and mobile sites report experiencing 56% lower, as evidenced by their Index scores.Brazilian merchants’ desktop and mobile apps and sites achieved average scores of 169 and 157 in 2021, respectively – the highest Index scores achieved by any merchants across all channels that year.

Get your copy: The 2022 Global Digital Procurement Handbook: Brazil Edition

Download Cybersource 2022 Global Digital Shopping Brazil Edition



About: PYMNTS’ survey of 2,094 consumers for The Tailored Shopping Experience report, a collaboration with Elastic Path, shows where merchants are succeeding and where they need to up their game to deliver a personalized shopping experience.