Research shows that 38% of orders placed in e-commerce occur in the afternoon.
Compre & Confie, a market intelligence company, says the afternoon is preferred by Brazilians for online shopping. According to data mapped by the company, during 2018, 38% of orders placed on e-commerce were placed at this time, while 33% were completed at night. Then come shopping in the morning (23%) and dawn (6%).
The most bought categories in the afternoon, according to the survey, are: fashion and accessories, telephony and beauty and perfumery. To a lesser extent, computers and appliances also appear as a consumer target during the afternoon.
“The wide offer of e-commerce for the fashion and beauty industries is attracting more and more customers. The convenience of shopping without wasting time in queues in simple and safe ways drives the growth of these sectors, ”says André Dias, executive director of Compre & Confie.
Consumers of all ages choose to make purchases during this period: those who are up to 35 years old concentrate the majority (52%), while those aged 36 and over have 48% of purchases made.
For the executive, the preference for the afternoon is linked to computer access. “In the morning, many consumers are in traffic or public transportation, which makes access to e-commerce difficult. At night, worries about the home and children, for example, take the place in the routine of most Brazilians. ”
Black Friday has a different routine
The only exception to the routine shown by Buy & Trust is Black Friday. Due to the very characteristic of the promotion, most online purchases during this period were made at night (37%), while afternoon orders (32%) were in second place. “On Black Friday, offers start to appear overnight and so there is the concern of the consumer to be able to take advantage of them before they run out,” adds Dias.
Source: First Page
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