Taking a different path to digitization, Brazil is a nation where more people have smartphones than they do bank accounts, creating a unique mix of mobile-first digital engagement mixed with vast opportunity to make more connections between consumers and brands.
It is an engrossing case study in the digital transformation of large populations, with PYMNTS data finding Brazilian consumers the second most mobile-engaged of six nations studied.
For “The 2022 Global Digital Shopping Playbook: Brazil Edition,” a collaboration with Cybersource, we surveyed over 2,200 Brazilian consumers and more than 600 Brazilian businesses about smartphone usage, the features shoppers most value, plus how they prefer to receive online purchases, along with a wealth of relevant data on this striking Latin American economy.
See it now: The 2022 Global Digital Shopping Playbook: Brazil Edition
Among new behaviors accelerated by the pandemic, using the smartphone as a kind of remote control during online and in-store shopping excursions, and Brazil is highly engaged in this.
Our research found that roughly 20 million Brazilian consumers used their smartphones when they last shopped in a physical store, with 24% of those shoppers comparing prices in real time and 23% seeking downloadable coupons and discounts in the shopping moment.
Per the study, “Smartphone-enabled shopping is not limited to brick-and-mortar stores. An estimated 33 million Brazilian shoppers are using their smartphones to inform or enable their shopping experiences at any given time, whether to shop via app, use mobile wallet payments in-store or otherwise.” In other words, Brazilian shoppers are 23% more likely than consumers across all six countries to use their smartphones at least once during their retail excursions.
While options like curbside pickup and BOPIS are more favored in other nations we studied, Brazilian consumers show a distinct predilection for home delivery. While they are not the least likely to use popular pickup options of today, Brazil is in the top three on this count.
Just 17% of Brazilian eCommerce shoppers retrieved their most recent purchases in-store. Per the study, “this makes [Brazil] the third-least likely of consumers in any nation to do so, after only the U.S. and the U.K., where 12% and 10% of eCommerce shoppers picked up their most recent purchases in-store, respectively.”
Proper application of friction is imperative in eCommerce where buyers aren’t always who they say they are — a fact borne out by the soaring rates of online fraud we’re seeing in 2022.
Brazil’s merchants grasp the enormity of the eCommerce opportunity and are working to remove frictions, particularly in mobile shopping experience, as the data shows.
“Consumers who shop on these merchants’ apps report experiencing 58% less shopping friction than the average consumer across all six countries in our study, and those shopping via desktop and mobile sites report facing 56% less, as reflected in their Index scores. Brazilian merchants’ apps and desktop and mobile sites earned average scores of 169 and 157 in 2021, respectively — the highest Index scores earned by any merchants across any channel that year.”
Get your copy: The 2022 Global Digital Shopping Playbook: Brazil Edition
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