Brazilian e-commerce celebrates its 30th anniversary, and the "E-commerce Overview" research report by Visa Conecta shows that Brazilian consumers are increasingly embracing consumption in a more tech-savvy manner. This study was commissioned by Visa Marketing Services and conducted by the company On The Go.

According to the Brazilian magazine "EXAME," Gabriela Moura, the Senior Manager of Consumer Insights and Research at Visa Brazil, stated, "In the past, we had doubts and mistrust about online shopping, but these barriers have now been eliminated." However, this does not mean that offline shopping has lost its importance; "each has its own significance and characteristics."

In fact, e-commerce is thriving across various categories, including accessories, beauty products, health, and electronics. E-commerce platforms hold a 71% purchase share, followed by store websites (20%) and social networks or direct links (8%). In recent shopping activities, the most mentioned international e-commerce platforms include Amazon, Mercado Livre, Shopee, and Shein.

Mobile phones are the primary consumption channel. Nearly 80% of Brazilians use smartphones as their main shopping channel, with 79% of online transactions being completed through mobile devices. In contrast, the usage rates of desktop computers and laptops are only 12%, and tablets have an even lower usage rate at 6%.

Experts point out that many Brazilian households do not have laptops or desktop computers. Moura stated, "Our research shows that those who still primarily use laptops for shopping are usually from higher socioeconomic groups."

Over the past decade, smartphones have rapidly become widespread, with Brazil being one of the countries with the highest smartphone penetration rates globally. Moura noted, "If Brazilian habits are already integrated into their palms, then Brazilian business will undoubtedly also be integrated into their palms."

Companies have been focusing on promoting their apps. The research shows that nine out of ten people use a mobile device for shopping at least once a month, with 34% shopping online at least once a week.

Credit cards are the preferred payment method, with installment payments being the main motivator for using credit cards in this environment. The survey was conducted between December 18 and 26, 2025, interviewing 1,521 Brazilian consumers aged 18 and above who are proficient in digital technology. The study has a 95% confidence interval with a margin of error of 2.5 percentage points, covering different social classes, genders, and regions in Brazil, reflecting the national distribution of digitally proficient individuals.