One of the main advantages ofe-commerceFor the consumer, it's the convenience of buying and receiving products without leaving home. However, this scenario is not always the case for some Brazilians due to logistical bottlenecks that prevent delivery in certain regions. This unavailability by ZIP code is the main source of frustration for 33.9% of respondents in the survey "Shopping Habits in Food Retail" when making online purchases.
The survey conducted by Neogrid, a technology and data intelligence ecosystem that develops solutions for supply chain management, in partnership with Opinion Box, a leading company in technology for market research and customer experience, shows how consumers react when a product is not available for delivery in their region. According to the study data, 58.7% of respondents seek alternatives on other websites, while 25.1% check the availability of the item in physical stores. About 15.8% of respondents say they have already definitively given up on the purchase.
The Neogrid/Opinion Box survey also assessed the level of consumer frustration in different regions of the country. The Midwest leads with 35.8% of dissatisfied, closely followed by the Southeast (34.3%) and South (34%) regions. The Northeast records 32.9% frustration, while the North, 31.3%.
Urgency is crucial when making a purchase
Besides the price, urgency is a decisive factor at the time of purchase. The survey indicates that if a product is unavailable on the website, cannot be delivered to the consumer's address, or there are inconsistencies in the item's description, most respondents choose to look for the product on another website.
“It is essential to be attentive to the pains, needs and demands ofshoppers"Manufacturers and retailers who recognize the importance of keeping up with trends and implementing solutions and strategies at all levels of the supply chain end up standing out in the market," says Dionaldo Passos, head of Neogrid's Supply Chain business unit. This approach ensures competitiveness, attractiveness, and transparency in the eyes of clients.
Profile of interviewees
The survey was conducted online, on the Opinion Box Respondent Panel, between June and July 2024, with more than 2,000 people from all over Brazil over the age of 16 and from all social classes who are responsible or partially responsible for household purchases.
