How digital platforms facilitated new forms of consumption


You want to buy a new car. Previously, you would open the newspaper and go to the classifieds page. Sale of Uno, Chevette, Monza and Logus. Only owner. He picked up the phones and called. He discussed the price, understood more about the car, searched for information. I visited the places. Looked closely. After a lot of searching, I realized that none of them were what I imagined and started searching all over again.

The evolution of the internet in society and our behaviors is clear. You could feel the difference that digital platforms make in everyone’s daily life, right? Today, it is easier to search, find and buy what you want. From a car to a simple lunch. The arsenal of possibilities is in our hands. With the arrival of the pandemic, the use of digital platforms became even more common for a greater number of people. Connections became much simpler, communication remained possible even with physical distance. Barriers at work, in personal life, and in the way we understand the world have been immediately broken down. Understand how these changes have impacted the way of consumption.

Consumer habits and digital platforms

The big change, led by the pandemic, has caused consumers to buy much more online. A study by All iN and Social Miner showed that 42.9 million consumers bought through digital platforms. Of them, almost half were new consumers.

In another study carried out by Social Miner, this trend is noticeable: among those interviewed in the survey, 48% said that they buy online because it is cheaper and for 46% the process is much more practical and faster. Another highlight of the survey is the fact that 39% are attracted to online offers.

Consumers who have had a positive shopping experience in the digital environment were excited to repeat the process. This shows how much the habits of the pandemic have changed and that this change must be established even after the measures of distancing and isolation are no longer imposed.

And of course the domestic market was hit heavily in 2020.

National market in 2020, the strength of marketplaces

The data from the Brazilian Association of Electronic Commerce (ABComm) is clear: in 2020, electronic commerce reached a growth of 68%, reaching more than 126 billion in revenue, with a share of 11%. Who took full advantage of this process were the marketplaces.

If you don’t know the term, market is the combination of the words market (market) and place (place) and it means exactly that: a place in the digital environment where various sellers offer their products.

Since the pandemic began, marketplaces have played a critical role for sellers, especially those who have not yet sold online. To understand this effect, around 78% of B2C (Business-to-Consumer) electronic commerce is carried out in this type of modality, according to the Ebit | Nielsen.

Digital platforms are the protagonists

It is undeniable that the companies that used this strategy were successful. Mercado Livre, for example, has become the most valuable brand in Latin America. Rappi and iFood follow the winning track. These brands share the DNA of digital platforms in common: facilitating access and relationships.

Digital platforms basically work with information, to facilitate the process of people who offer something to those who demand it. The reverse also works. This model makes interactions happen multilaterally, considering the myriad possible connections. In other words, it is not a bilateral relationship between merchant and consumer: it is a network made up of several characters that greatly enriches the exchange. This explains the fact that the brands mentioned above grow so much in the pandemic. It is not only the supply and the demand: it is also the form of relationship and the ease of finding information. Scalability is one of the great advantages of this type of business.

Those who work with services also earn

Those who benefit from this model are not only those who offer a physical product to sell, but there is also a high demand for services or even freelancers. Anyway, the possibilities are varied.

This dynamism is part of digital platforms, but it is far from the only advantage. Another gain is cost reduction. The infrastructure tends to be much smaller, which is reflected in the savings. In addition, there is a considerable improvement in the relationship between company / customer and company / supplier. These connections allow everyone to grow: it becomes beneficial for everyone involved in the process.

This alternative is not the only one in a complex scenario like the current one, but a principle that digital platforms led, and the companies that also worked in this period, is to facilitate the lives of consumers. Creating connections, simplifying paths and making consumption a practical habit has changed the reality of many companies, and it can change yours too.

Be part of our newsletter and receive more insights on the subject and also on the business world for your day to day.


Leave a Comment