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Brazilian shoppers are more concerned with freight prices than payment fraud, says survey

Feeling safe while buying is a priority for only 18.5% Brazilians, but 33.9% haven't finished a purchase because of the freight prices

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  • In this online shopping scenario, influential and well-known e-commerce brands win customer preference;
  • The majority of Brazilians believe they had a positive purchase experience amid pandemic.

Feeling safe while purchasing is a priority for only 18.5% Brazilians. If fear of payment fraud is not at the top of the list of reasons why Brazilians haven’t finished an e-commerce purchase, freight prices are, according to a report by Social Miner and Opinion Box.

The research shows that 33.9% of Brazilians haven’t finished an e-commerce purchase because of the freight price and delivery delays (19.7%). Concerns over online fraud accounted for only 19.4% cart abandonments.

In this online shopping scenario, influential and well-known brands win customer preference. Enterprises that had also stood out as physical stores before the coronavirus pandemic show an advantage for public confidence in e-commerce during the social distancing period, with 22.4% of Brazilians choosing to buy online on these stores that they previously knew.

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When looking for what people will buy online after the COVID-19, the survey points out that regarding home appliance purchases, 32.7% of Brazilians will buy those online, and 32.6% will buy electronics and computers. As for ready-made meals, 19.6% will prefer ordering online than going to a restaurant. 

For those that are buying on e-commerce during the pandemic, 72.4% believe they had a positive purchase experience and 22.1% had an regular experience – not negative, nor positive – while 5.4% experienced it negatively. 

The survey found out that among the main reasons for this high approval rate are good prices and offers (53.6%), followed by practicality (38.7%) and fast delivery (35.9%). Regarding negative shopping experiences, 38.8% stated that the problem was bad delivery, and 37.8% pointed out that the freight charge was too high, unfair or made the item unattractive price-wise.

Regarding newcomers in e-commerce, 7.5% of consumers made online purchases for the first time amid this quarantine period. Among customers of mid- to low- social classes, this rate reaches 8.37%, which means that there is a new public profile entering e-commerce.

Among high-income classes, the percentage related to the first e-commerce transaction was only 3.83%. Brazilian richer audience consumed the most on online stores that they didn’t know yet, 23.47%.

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Brazilians find e-commerce stores mainly through Google and Bing (46.3%) and 31.3% found them via Instagram. Also, among shoppers between 16 and 29 years old, Instagram represents a 43.6% share of e-commerce. Among people aged 50 or over, this rate was 12.7%. According to the survey, 72.2% of Brazilians prefer to buy on a website, and 61.9% do so on e-commerce apps. Shopping through WhatsApp represents 40.7%. 

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Also, almost half of Brazilians (45.4%) intend to study and attend only online courses after the isolation period and 46.6% must mix their studies both online and offline. 

The survey “The future of consumption in a post-Covid scenario” interviewed 2,004 Brazilians, men and women over 16 years old on June 17th-19th. It has a degree of confidence of 95%, with an error margin of 2.2%.