This year, Black Friday will be on November 29. Companies that want to stand out from the competition must prepare to meet the expectations of an increasingly demanding consumer audience. A survey by Akamai Technologies, company specialized in cloud computing services and cybersecurity, revealed that 20% of consumers make online purchases once a week, while 31% do this monthly, however, this frequency increases particularly during events with great repercussions.
The research also shows that most consumers prefer to shop in international marketplaces, mainly clothing (32%) and electronics (32%). This preference is justified by the wide variety of products available, besides the ease of price comparison, being the favorite choice of those seeking a more positive and secure shopping experience
We are in a moment where time is extremely valuable and the possibility of finding a wide variety of products in one place becomes highly attractive. On Black Friday, this reality becomes even more evident, because consumers want to shop quickly, but without compromising the security of transactions. Marketplaces meet this demand well by offering not only a variety of products, but also a shopping experience that generates trust, affirms Helder Ferrão, strategy manager for industries at Akamai LATAM.
Besides the preference for marketplaces, Akamai's research also highlights the diversification of the purchasing channels that consumers use. Smartphone apps lead in popularity, especially in categories such as food (27%) and clothing (16%). However, in segments such as electronics, the preference is balanced among international marketplaces, like Amazon and Mercado Livre (32%), the Brazilian sites, like Magazine Luiza and Casas Bahia (31%).Already for appliances, the national sites, stand out with 45% of the preferences, showing that consumers are willing to explore different platforms depending on their specific needs.
When making payments, consumers prioritize methods that are fast, safe and practical, but they usually vary the payment methods when making purchases. The credit card remains the favorite, used by 71% of Brazilians. The Pix, with 65%, is gaining popularity as an instant payment option with no fees. Furthermore, 31% of respondents also choose the debit card, while 19% pay via boleto and 18% use digital payments, like PayPal and MercadoPago
The security of transactions also becomes a concern for consumers. 90% of respondents believe that companies should be penalized for data breaches that compromise user privacy. Furthermore, 54% value guarantees regarding the security of credit card data during the transaction, 52% consider the ease and security of the payment process as decisive factors when making an online purchase
The concern with security in online shopping, especially during Black Friday, requires companies to invest in technologies that protect consumers' personal and financial information. Helder emphasizes the importance of retailers adapting to the needs of the public. Black Friday is a unique opportunity to increase sales and build customer loyalty, but requires careful planning. Companies that offer an integrated shopping experience, intuitive navigation and effective customer support are more likely to stand out.”
For consumers, this date offers the opportunity to make significant purchases, but it is essential to be aware of conscious consumption practices. The price comparison, research on seller reputation and reading product reviews can make a difference when closing the purchase. Make the most of the offers wisely, establishing a budget and avoiding impulse purchases are essential measures for a satisfying shopping experience
Methodology
The research "The landscape of online shopping in Brazil: consumer preferences and vulnerabilities in the online environment" was conducted with over 900 people through an online panel in April 2024. The study explores payment method preferences, fears and shopping habits in Brazil, bringing new insights on the topic of vulnerabilities and attacks that consumers face when making online purchases
