Your business has started focusing their efforts on their markets in Brazil, and you’re committed to tailoring your cart to match Brazilian shopping preferences.
This is no surprise, considering Brazil is the eighth largest economy and one of the top growth markets in the world. Substantial natural resources, a vast consumer base, major infrastructure investments, and, above all, the continental dimensions of Brazil are just some of the reasons why the country is a promising market for foreign investment.
Localizing your online business’ shopping cart and overall customer experience for your Brazilian audience, with their distinct preferences in terms of payment setup, can have a dramatic impact on your global revenue, up to 15 to 30%, or more.
In some international markets, A/B testing has shown that if your product page is localized but your checkout page isn’t, for example, you’ll lose conversions. In other countries, you can boost your conversion rate by up to 20% just by adding or cutting a step in the purchase funnel. Brazil has its own preferences.
Let’s look at the most important tools to focus on related to the online buying process, especially for your Brazilian customer base.
Offer local payment methods
In some countries, at least 10% and up to 50% of online purchases are made using local payment methods. Different countries prefer different payment methods; Russia uses Qiwi, China uses Alipay and WeChatPay, while The Netherlands prefers iDEAL.
Online payments in Brazil are dominated by credit cards, which are used for 67% of all online payments, according to the Webshoppers 40th edition report. The second most popular option is Boleto Bancário, accounting for 19% of online purchases in Brazil. Businesses may find that many users in Brazil will not complete purchases online if Boleto isn’t available. Merchants that had orders with Boleto or credit card installments had a 90% higher conversion rate than the ones without those payment options (11.04% conversion rate for merchants with local payment methods versus 5.82% conversion rate for merchants without local payment methods)¹.
Additionally, merchants using new layout templates, with payment buttons for the most popular payment methods in Brazil, have conversion rates over 20%. Payment logos should be easy to spot; don’t hide them in a drop-down menu and make the card installments field available¹.
Be aware of the cart flow country preferences
The cart flow’s summary, checkout, and review can be rearranged and modified depending on the country, usually in one-step and two-step flows (the former without a review page and the latter including the review page). The 2Checkout platform data revealed that Brazil shoppers preferred the flow with review page, and the conversion rate for the flow with review is 79% higher at the platform level, compared to the flow without review.
Translate content
In certain countries, having translated content can bring dramatically higher revenue increases. In the Russian Federation, for example, we’ve seen conversion rates that show around 20% increase if the cart is in the local language. For Brazil, it’s as high as a 24% increase.
The language in the cart should update according to the country (Brazilian Portuguese) and the language in the browser. Portuguese is the primary written and spoken language for almost 85% of Brazil’s population; only 12% of Brazilians speak English, and most people expect brands to communicate with them in Portuguese. But remember that Portuguese spoken in Portugal differs from Portuguese spoken in Brazil.
Translations into the local language also need to factor in the accented characters that are used in Brazilian Portuguese. While it may be difficult to use these accents on social media chats, using them correctly and consistently on your website content or in other written documents will help your brand build trust and loyalty.
Make sure your content is not just translated, but also has the appropriate tone and voice for its audience. When considering localizing for Brazil, remember that it is a young country, with a median age of just 33.5 years old, and it has a more informal culture than some countries; a more easygoing and playful tone could be more effective.
Localize the prices, both in the display and billing by displaying Brazilian Real in the shopping cart and show the standard local taxes that apply. Tailor date and time, graphics, color, and formatting, to the Brazilian market, as much as possible. Finally, optimize load time for Brazil, working on optimization according to that country’s priorities.
Ultimately, making these efforts to localize your cart experience for your audience in Brazil can guarantee a major revenue increase. Take the steps to make the shopping experience one that is smooth, easy to follow, and consistent, and your Brazilian customers are more likely to purchase—and to return for future sales.
¹ Source: 2Checkout platform data and analysis
About the author
Stefan Cenusa | Senior Product Manager at 2Checkout
Stefan is Senior Product Manager at 2Checkout, being in charge with the payments area.
With more than 10 years of practical experience in the fintech area, he has easily and systematically acquired knowledge on eCommerce solutions and technologies, risk management and governance. A focused professional with background in technical product management, Stefan has a proven record of designing solutions and managing their full lifecycle.
