What matters most to Brazilian consumers when shopping online: top 10 decision factors for 2023

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If you’re an online retailer looking to sell to Brazilian consumers, it’s important to understand what factors are most important to them when making a purchase. To gain insights into the behavior of Brazilian online shoppers, UBS Evidence Lab surveyed 1,646 Brazilian consumers in December 2022. Consumers were asked to rate the importance of various factors when selecting an online retailer to shop from, on a scale of 1-5. 

In this article, we’ll go over the top 10 decision factors for Brazilian online shoppers, including shipping costs, payment security, fast delivery, store reputation, lower prices, and customer service, among others. By understanding the priorities of Brazilian consumers and taking steps to address them, you can improve your chances of success in the Brazilian eCommerce market in 2023.

The Most Important Decision Factors for Brazilian Consumers

Question: When selecting an online retailer to shop from, how would you rate the following factors in terms of importance? Rate 1-5
The chart refers to the % of respondents that rated each factor as extremely important (5).
(Extracted from UBS licks ‘n Bricks: How is the Brazilian shopper evolving?)

1. Shipping costs

If you’re an online retailer looking to sell to Brazilian consumers, you better make sure your shipping prices are competitive. In fact, a staggering 79% of respondents cited this as an extremely important factor when making an online purchase. This is particularly true for cross-border eCommerce, where high shipping fees from expensive carriers can be a major deterrent for shoppers. Traditional express carriers like FedEx or DHL may be reliable, but their high delivery costs can make it difficult for retailers to compete on price in the marketplace. In order to capture the attention and loyalty of Brazilian online shoppers, it’s crucial to offer low or no-cost shipping options.

2. Payment Security

Coming in at a close second is payment security. Over 78% of Brazilian shoppers cited security as an essential factor when buying online. With the rise of online scam fraud, it’s no surprise that consumers are wary of entering their personal and financial information into unfamiliar websites. One way that retailers can help give their customers the confidence they need to complete a purchase is by selling their products through reputable online marketplaces. Online marketplaces such as Mercado Libre, Americanas, and Amazon Brazil are well-known trusted sites. These platforms often offer secure payment options, such as encrypted checkout pages and trusted third-party processors, to protect your customers’ information and ensure that their transactions are safe. 

3. Fast delivery

Fast delivery is a crucial factor for many shoppers, with over 77% of them considering it extremely important. In Brazil, this is especially true as consumers there have a growing expectation of immediate satisfaction and want their purchases to arrive as quickly as possible. Therefore, it is important for cross-border retailers to partner with a company, like nocnoc, that can guarantee fast delivery of their products and efficiently handle cancellations and returns. This will help retailers meet the high expectations of their customers and increase the chances of completing a sale.

4. Store Reputation

Brazilian consumers put a lot of emphasis on the reputation of a store before making an online purchase. They want to ensure that their products will arrive on time, in good condition, and without any unexpected fees. As a result, they tend to avoid buying from stores that are new or have not had any recent sales.

For cross-border sellers, it can be especially difficult to build a strong reputation in a new market, especially if they are not fluent in the local language or do not offer reliable payment methods or good return policies. One way to overcome this challenge is to sell your products through existing mega stores that already have a strong reputation and can help you increase your conversion rates. nocnoc has stores with a proven track record in over 15 marketplaces.

5. Lower prices

Price is the fifth most important factor for online shoppers in Brazil, with 75% of consumers ranking it as one of the most significant deciding factors. Working with a company that has knowledge of the Brazilian market can help global retailers set competitive prices. Offering installments is another effective way to attract Latin American consumers. By dividing the full price of the purchase into smaller payments, consumers can more easily afford items such as electronics, perfumes, and jewelry that may be outside of their normal budgets. In fact, almost half of online purchases in Brazil are made using installments, so it’s important to make sure this option is available to your buyers

6. Customer service

Offering outstanding customer service is essential for success in Brazil’s eCommerce market. If you provide a positive experience, consumers will be more likely to rate your store highly and leave positive feedback. On the other hand, poor service will result in negative reviews and potentially harm your sales.

After a purchase has been made, it is important to maintain good customer service to build trust and prevent cancellations. 

According to a survey by the British Council, only 5% of Brazilians can speak English, and only 1% of those speak it fluently. Therefore, it is vital to offer support in Spanish or Portuguese or to outsource these services to a company that does. Additionally, providing a tracking number for orders can help establish trust as it allows customers to track their purchases and ensure they are on their way. 

At nocnoc, we prioritize excellent customer service both before and after a purchase. Our local team is fluent in Spanish and Portuguese, so if you sell your products through our stores, you won’t have to worry about language barriers with your customers. We take care of all the customer service so you can focus on other aspects of your business.

7. Well-organized store

A well-organized website or store is the next important decision factor for online shoppers in Brazil, with 71% of respondents rating it as extremely important. A well-organized website makes it easy for consumers to find and filter products, which leads to a better shopping experience. Brazil’s marketplaces attract millions of daily visitors, providing a significant opportunity to drive traffic to your store. Additionally, marketplaces are optimized for search engines, making them and your products more easily discoverable.

8. Sales and promotions

Many consumers in Brazil tend to wait for sales or promotions before making online purchases. They are attracted to discounts and special offers, which is why events like Black Friday and Cyber Monday tend to have a high volume of sales. For example, in 2021, Black Friday sales were 940% higher than on a typical day and accounted for over 10.5% of the year’s online eCommerce sales. Online marketplaces contribute to the popularity of these special days by investing heavily in promotions and marketing campaigns. By selling your products through online marketplaces, you can take advantage of these marketing efforts and reach more consumers.

9. Good return policy

Efficient return and cancellation policies are the next most important factor for online shoppers in Brazil, with 70% of consumers considering it a deciding factor when shopping online. In Brazil, consumers generally expect to have the right to cancel products within seven days of receiving them. They also expect to receive their money back quickly, or they may file a complaint against you. 

Cancellations and returns can be a major source of loss for cross-border eCommerce. Many sellers cannot afford the reverse logistics needed to send back canceled items to their home country, so they often dispose of them. 

As an overseas seller, it is important to prioritize keeping your cancellation rates low in order to avoid losses, improve your brand reputation, and increase exposure in marketplaces. There are several ways you can achieve this, such as optimizing your logistics operations to ensure timely delivery, training your customer support team to handle complaints and cancellation requests, and ensuring that your product titles, images, and descriptions accurately reflect the items you are selling.

10. Seller’s reputation

The final factor on our top-10 list is having a positive seller reputation. Just as it is important to maintain a positive store reputation, it is also important to maintain a positive reputation as a seller. Some ways to build a positive seller reputation include offering high-quality products, providing excellent customer service, shipping orders on time, having a clear returns policy, and using high-quality images and descriptions to accurately represent your products.

Establishing a strong reputation online takes time. It can take months or even years to earn the trust of customers, and until then you may experience low conversion rates and a high number of cancellations. One way to get started quickly is by partnering with a cross-border eCommerce megastore like nocnoc, which allows you to sell your products on Brazil’s leading marketplaces.

Streamline Your eCommerce Expansion to Brazil with nocnoc: Start selling in 48 hours with no upfront costs

Starting an eCommerce business in Brazil can be a daunting task, with many factors to consider in order to succeed. In order to stand out from the competition, you’ll need to offer low shipping costs, reliable payment options, fast delivery, competitive pricing, maintain a strong store reputation, create marketing campaigns, and provide a good return policy. This can take a lot of time and effort to develop a successful strategy.

But there is a shortcut to getting your business up and running in Brazil quickly and easily. By enrolling in a platform like nocnoc’s Seller Center and uploading your product catalog, you can start selling in the top marketplaces in the region within 48 hours, with no upfront costs. nocnoc takes care of all the legal, marketing, customs, delivery, and cancellation issues for you, so you can focus on growing your business.

With nocnoc, it’s possible to expand your eCommerce business to Latin America in just 48 hours. You’ll have access to 15 marketplaces and the ability to sell to over 485 million consumers without any initial investment. All you have to do is Sign up and one of our specialists will be in touch to get you started. Don’t let the challenges of starting an eCommerce business in Brazil hold you back – nocnoc makes it easy and convenient to tap into the vast potential of the Latin American market.


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