Web Search in Brazil Final Customers Identification

Customers Categorization

In the web search value chain in Brazil, the final customers can be broadly categorized into two main segments: Business-to-Consumer (B2C) and Business-to-Business (B2B).

The B2C customers are the individual internet users in Brazil who utilize search engines to find information, navigate websites, and research products and services for personal use. These are the end-users consuming the core search service. The text refers to these as "users" and highlights that Brazil has "more than 180 million internet users". [Value Chain Analysis]

The B2B customers in this value chain are primarily the entities that leverage the search platform for commercial purposes. This includes businesses of various sizes that advertise on search engines, digital marketing agencies managing campaigns on behalf of businesses, and content providers (website owners, publishers) who rely on search engines to drive traffic to their online properties. Specialized data providers and e-commerce platforms also interact with search engine operators in a B2B capacity, exchanging data or services. [Value Chain Analysis]

Detailed Report on Final Customers Categorized into B2B and B2C Segments

B2C Customers: Characteristics and Demographics

The B2C customers of web search in Brazil are a large and diverse group, representing the significant internet user base in the country. A key characteristic is their high engagement with online search for various purposes, from seeking general information ("como fazer pudim") to navigational queries ("Mercado Livre") and transactional searches ("comprar celular 5G barato"). [Value Chain Analysis] The vast majority of these users access search engines via mobile devices, with over 96% of Brazilian searches occurring on mobile phones. [Value Chain Analysis] This highlights a strong preference for mobile-first experiences and necessitates search interfaces and content optimized for these devices. The text also notes that Brazilians extensively use search engines like Google before making purchase decisions, with 93% of Brazilians reportedly researching on Google before buying. [Value Chain Analysis, E-Commerce Brasil. (2021, October 1). “93% dos brasileiros pesquisam no Google antes de comprar.”] This indicates a demographic that is increasingly integrated into the digital economy and relies on search as a crucial step in their consumer journey, particularly within the large Brazilian e-commerce market. [Value Chain Analysis, Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.”]

B2B Customers: Characteristics and Demographics

The B2B customers are primarily the advertisers and businesses operating in the Brazilian market. These range from large corporations to small and medium-sized enterprises (SMEs). Their primary characteristic as B2B customers in the search value chain is their objective to reach potential customers or users through the search platform. Advertisers utilize search engine advertising platforms (like Google Ads) to promote their products and services, targeting users based on their search queries and intent. [Value Chain Analysis] Digital marketing agencies serve these businesses by managing their search engine marketing (SEM) and search engine optimization (SEO) efforts, aiming to improve their visibility and return on investment. [Value Chain Analysis] Content providers, including news portals, e-commerce sites, and blogs, are B2B entities seeking to attract organic traffic from search results to monetize their content or drive sales. [Value Chain Analysis] A key characteristic of these B2B customers is their exposure to challenges such as the high cost-per-click (CPC) in competitive niches and the volatility of search engine algorithms, which can impact their online visibility and traffic. [Value Chain Analysis] The Brazilian e-commerce sector, a significant segment of B2B customers for search monetization, is experiencing substantial growth and relies heavily on search traffic. [Value Chain Analysis, Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.”] Specialized B2B customers also include academic institutions and data providers who interact with search engines for indexing and data exchange purposes. [Value Chain Analysis]

References:

Conversion. “Mecanismos de Busca: os 5 buscadores mais usados e sua participação no mercado do Brasil.” https://www.conversion.com.br/blog/mecanismos-de-busca/ Google. “Guia detalhado de como a Pesquisa Google funciona.” https://www.google.com/intl/pt-BR/search/howsearchworks/ Nuvemshop. “Quais são os principais desafios do e-commerce no Brasil?” https://www.nuvemshop.com.br/blog/desafios-e-commerce-brasil/ ONCLICK. “Quais os principais desafios do e-commerce no Brasil e como superá-los?” https://www.onclicksolucoes.com.br/blog/principais-desafios-do-e-commerce-no-brasil Rock Content. 2024. “Quais são os sites mais acessados no Brasil? Descubra agora!” https://rockcontent.com/br/blog/sites-mais-acessados-brasil/ E-Commerce Brasil. 2021. “93% dos brasileiros pesquisam no Google antes de comprar.” https://ecommercebrasil.com.br/noticias/pesquisa-google-antes-comprar-mercado Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.” https://www.mordorintelligence.com/pt/industry-reports/brazil-e-commerce-market Web Estratégica. 2024. “Algoritmo do Google: tudo o que precisa saber sobre os updates.” https://webestrategica.com.br/marketing-digital/seo/algoritmo-do-google/ Neil Patel. “Web Crawler: Entenda o Que é, Quando Usar e Como Funciona.” https://neilpatel.com/br/blog/web-crawler/ Cetic.br. 2023. “Economia de dados: conceitos e desafios para a medição.” https://www.cetic.br/pt/tic/2022/economia-de-dados/economia-de-dados-conceitos-e-desafios-para-a-medicao/ E-Commerce Brasil. (2024, September 20). “Desafios dos e-commerces no Brasil na busca de escala de audiência gratuita.” https://ecommercebrasil.com.br/noticias/desafios-ecommerces-brasil-audiencia-gratuita edrone. (2025, April 11). “E-commerce no Brasil 2025: dados e cenário atual - edrone.” https://edrone.me/br/blog/e-commerce-brasil-2025 NIQ. (2024, April 18). “A trajetória ascendente do e-commerce brasileiro em 2023 - NIQ.” https://niq.com/pt/insights/a-trajetoria-ascendente-do-e-commerce-brasileiro-em-2023/ Conversion. (2025, March 26). “E-commerce no Brasil: market share, dados e sites.” https://www.conversion.com.br/blog/e-commerce-brasil-dados/