E-commerce is entering brick-and-mortar shopping – buyers reveal that they often use their smartphones while shopping in-store. That means being mobile-friendly isn’t enough; merchants should offer a cross-channel shopping experience to stay competitive.
Brazilians head the list with the highest average time spent on their smartphones: around 5.4 hours daily. The phenomenon, however, occurs globally – it has increased by 30% worldwide since 2019. In addition, mobile phone use is entering other aspects of users’ lives, such as changing consumers’ habits and shopping journeys.
In research conducted by PYMNTS, which examined the behavior of 13,114 consumers and 3,100 merchants across Australia, Brazil, the UAE, the U.K., the U.S., and Mexico, shoppers are changing how they purchase not only online but offline as well.
According to the study, “Smartphones are a vital tool in improving the efficiency and satisfaction of consumers’ shopping experiences regardless of where and how they take possession of the products they want to buy.”
In the same study, 34% of in-store shoppers from these countries use their smartphones in many different ways, whether ordering a meal via a delivery app or issuing a digital payment while doing brick-and-mortar shopping.
That means that providing a mobile-friendly online store isn’t enough. These behaviors show that merchants should take a step further and offer a full cross-channel shopping experience.
Digital-first: A Priority During All Stages of a Buyer’s Journey
More than one-third of customers in the research revealed they used their smartphone at least at some point in their in-store shopping journey. 15% of them used it to compare prices online between competitors, 14% used it to find special offers and discount coupons, and 14% searched for product information, such as product reviews.
Digital-first becomes even more important when it comes to the final stage of a buyer’s journey. That’s because, in the study, most shoppers said that payment choice is the most valuable feature when it comes to shopping decisions. 63% are more likely to buy with merchants that offer their preferred payment methods.
Brazilian shoppers are heading this list – in Brazil, buyers are twice as likely to shop for a specific product with a merchant who offers the payment method of their choice. In other words, Brazilians won’t think twice about reaching out to the competition if they provide their preferred payment method.
Well Beyond UX
While many digital businesses are worried about offering the best user experience to their customers, some may neglect one of the most critical parts of the buyer’s journey: the checkout.
The e-commerce market is dynamic. A fluid, transparent, hassle-free checkout that offers a variety of payment methods is perhaps one of the most important steps of the online shopping experience. In Brazil, when it comes to payment methods, we should think of local alternatives, such as boleto bancário, Pix, and credit card installments.
Multinational merchants intending to enter the Brazilian market should have this as a priority, just as much as translating their website into Portuguese or learning about marketing strategies in the country.
Brazilian Merchants Ahead
Brazilian merchants already feel that their target market appreciates a cross-channel shopping experience, even brick-and-mortar shoppers. More than 50% of merchants in the country offered digital profiles in 2021, the highest number among the researched countries.
However, the customer’s journey doesn’t occur linearly: there are many online and offline interactions, as well as intensive research and contemplation, as we demonstrate below.
One way of optimizing the customer’s journey is through a payment link. Ralf Germer, CEO at PagBrasil, explains that this payment method helps merchants to recover abandoned carts and increase revenue:
“If merchants try to recover purchases by getting in touch with the consumer – through, let’s say, WhatsApp – and send the customer a payment link, it is possible to recover up to 15% of lost sales. This is extremely important, as it increases sales significantly, and, consequently, boosts revenue.”
Read more: How to boost your sales with Payment Link
Germer also reinforces that WhatsApp is an incredibly relevant sales channel, even for large retail companies: Magazine Luiza, one of Brazil’s leading retailers, has over 14,000 users on WhatsApp. Via Varejo, holder of companies such as Casas Bahia, Extra.com and Ponto, works with over 20,000 users.
The numbers on Instagram are also surprising: over 69% of Brazilian consumers interact with brands through this social media platform.
Here, at PagBrasil, we specialize in learning the hurdles and specificities of the Brazilian customer, so we have developed unique payment methods tailored to the particularities of the Brazilian market. Discover our exclusive Payment Link and get in touch with our sales team!