74% of Brazilians use social networks to make purchases

Online consumption had already seen significant growth before the pandemic and is now a habit for 86% of Brazilians. According to We Are Social, 4.2 billion users worldwide use social commerce, which consists of building closer relationships with buyers and the practice of buying and selling through social networks.

According to a social commerce survey conducted by All iN | Social Miner in partnership with Etus and Opinion Box, in Brazil, 37% of users visit digital stores at least once a month to find deals, and 23% visit the web weekly to make purchases. To research desired items, 76% of Brazilian consumers have turned to social networks, 56% to get reviews from other customers, and 54% to compare prices.

According to the survey, 75% of Brazilian customers are interested in other people’s purchasing experiences, and their top choice for online product search is Instagram (62%), followed by Facebook (61%), Google Shopping (61%) and WhatsApp (37%).

Which channel do customers choose when purchasing?

Of the 86% of people who have online shopping habits, 74% spend through websites and apps, 18% spend in physical stores, and 8% spend through social networks. Specifically for those who use social networks for consumption, most resort to Google Shopping (53%) and Instagram (50%).

Among the reasons why people choose to shop on social networks, there is a range of different opinions, from price, speed, access to more information about products, to convenience and practicality when searching, and the possibility of finding small shops, small and medium-sized producers.

According to the survey, in addition to price ( 54%) and practicality (49%), some people feel that purchasing on websites and apps is safer (44%), and some people want more product selection (44%).

The Importance of Reviews in Social Business

The survey also showed that 75% of consumers have the habit of evaluating the stores and brands they buy from, 62% on the store/brand's website, 35% on websites such as Reclame Aqui, 34% on the brand's social network, or on their own social network (this is the choice of 26% of respondents).

The data also shows that 56% of people insist on searching for products on social networks to get reviews from other buyers, and 67% go directly to other customers' reviews to learn about their brand experience.

Social networks have proven to be an important showcase , both positively and negatively , and a great loyalty tool, for big brands, who can share with potential buyers the production process of the items and services they offer, inviting them to interact and become part of the day; and for small producers and local businesses, who can organically promote their business. "Retailers should invest in good communication and a good user experience so that their quality can be amplified through the network," said the CEO of Etus.

Online Shopping

E-commerce

Brazil