Web Search in Brazil Current Demand Behavior Analysis¶
Demand Behavior¶
The demand for web search services in Brazil originates from two primary customer segments: individual internet users (B2C) and businesses and organizations (B2B) that leverage search platforms for commercial and operational purposes.
Detailed report on the number of individual and business consumers:
B2C Customers (Individual Consumers): The primary B2C customers are the vast number of individual internet users across Brazil. According to the provided information, Brazil has "more than 180 million internet users". [Value Chain Analysis] These users represent the large base of final consumers who utilize search engines daily for a wide array of needs, including informational queries, navigation, and product research before making purchases. [Value Chain Analysis] While a specific, up-to-date count of unique individual users actively engaging with search in 2024-2025 is not available in the provided text, the figure of over 180 million internet users serves as an indicator of the potential size of this customer segment. The report highlights that over 96% of Brazilian searches occur on mobile devices, indicating a strong preference for mobile access among these individual consumers. [Value Chain Analysis]
B2B Customers (Businesses and Organizations): The B2B customers are diverse and include businesses of all sizes, digital marketing agencies, content creators (website owners, publishers), and e-commerce platforms. These entities are customers in the sense that they rely on or pay for services related to the search ecosystem, primarily for visibility, traffic acquisition, and advertising. [Value Chain Analysis] Businesses act as advertisers on search platforms like Google Ads, while agencies manage these advertising efforts. [Value Chain Analysis] Content providers depend on search engines to drive organic traffic to their sites, which they then monetize. [Value Chain Analysis] E-commerce businesses, a significant portion of the B2B customer base in the search value chain's monetization stage, utilize search advertising and strive for high organic rankings to attract customers in the rapidly growing Brazilian online retail market. [Value Chain Analysis] The reports do not provide a specific number detailing the total count of these B2B entities actively engaged with the search value chain in 2024-2025. However, their significance is underscored by the substantial search advertising spend and the critical role of search in driving e-commerce activity in Brazil.
Table showing the growth/decline in the number of customers:
| Customer Segment | Number of Customers (Estimate/Indicator) | Growth or Decline Trend (Based on available data) | Supporting Information from Reports |
|---|---|---|---|
| B2C (Individuals) | > 180 million internet users | Growing or Stable (Implied) | Brazil has >180 million internet users. [Value Chain Analysis] Nearly 8 billion Google visits/month from Brazil in 2023, a "significant increase" from the previous year. [Value Chain Analysis] |
| B2B (Businesses/Organizations) | Not specifically quantified | Growing | Brazilian e-commerce market projected to grow from USD 52.87 bn (2024) to USD 125.68 bn (2029). [Value Chain Analysis] 93% of Brazilians research on Google before buying, indicating business reliance on search. [Value Chain Analysis, E-Commerce Brasil. (2021, October 1). “93% dos brasileiros pesquisam no Google antes de comprar.”] |
Evaluation of the growth or decline in the number of customers:
Based on the provided reports, the number of customers in both the B2C and B2B segments appears to be growing or maintaining a strong growth trajectory, particularly when considering the most recent data available for 2023 and projections for 2024-2025.
For the B2C segment, while a direct growth rate for the "number of individual users of search engines" is not explicitly stated for 2024-2025, the figure of over 180 million internet users provides a large base. The significant increase in monthly Google visits from Brazil, reaching nearly 8 billion in 2023 compared to the previous year, strongly indicates a growing engagement and likely an increase in the active B2C customer base utilizing search services. [Value Chain Analysis]
For the B2B segment, the growth trend is more explicitly supported by the projections for the Brazilian e-commerce market. With the market expected to more than double between 2024 and 2029 (from USD 52.87 billion to USD 125.68 billion), the number of businesses operating online and relying on search for customer acquisition (both through paid advertising and organic traffic) is very likely increasing. [Value Chain Analysis, Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.”] The high percentage of Brazilians using Google before purchasing also reinforces the continued and potentially growing importance of search as a channel for businesses, driving demand from this B2B segment. [Value Chain Analysis, E-Commerce Brasil. (2021, October 1). “93% dos brasileiros pesquisam no Google antes de comprar.”]
Therefore, the available information points towards a growing number of customers in the Brazilian web search market, driven by increasing internet usage and the expansion of the digital economy, particularly e-commerce.
References¶
Conversion. “Mecanismos de Busca: os 5 buscadores mais usados e sua participação no mercado do Brasil.” Google. “Guia detalhado de como a Pesquisa Google funciona.” Nuvemshop. “Quais são os principais desafios do e-commerce no Brasil?” ONCLICK. “Quais os principais desafios do e-commerce no Brasil e como superá-los?” Rock Content. 2024. “Quais são os sites mais acessados no Brasil? Descubra agora!” E-Commerce Brasil. 2021. “93% dos brasileiros pesquisam no Google antes de comprar.” Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.” Web Estratégica. 2024. “Algoritmo do Google: tudo o que precisa saber sobre os updates.” Neil Patel. “Web Crawler: Entenda o Que é, Quando Usar e Como Funciona.” Cetic.br. 2023. “Economia de dados: conceitos e desafios para a medição.” E-Commerce Brasil. (2024, September 20). “Desafios dos e-commerces no Brasil na busca de escala de audiência gratuita.” edrone. (2025, April 11). “E-commerce no Brasil 2025: dados e cenário atual - edrone.” NIQ. (2024, April 18). “A trajetória ascendente do e-commerce brasileiro em 2023 - NIQ.” Conversion. (2025, March 26). “E-commerce no Brasil: market share, dados e sites.”