Web Search in Brazil Current Behavior Changes Analysis

Ongoing Behavior Changes

Analysis of the provided reports highlights several ongoing behavior changes among final customers (both B2C and B2B) in the Brazilian web search ecosystem. These changes significantly impact the relationships and demand across the value chain.

A primary behavior change among B2C customers is the overwhelming shift towards mobile usage for accessing the internet and performing searches. Over 96% of Brazilian searches now occur on mobile devices. [Value Chain Analysis] This indicates a strong preference for on-the-go access and interfaces optimized for smaller screens and touch interactions.

Another critical behavior is the ingrained habit of using search engines, primarily Google, as a fundamental step in the purchase journey. A significant 93% of Brazilians reportedly research on Google before making a purchase. [Value Chain Analysis, E-Commerce Brasil. (2021, October 1). “93% dos brasileiros pesquisam no Google antes de comprar.”] This behavior transforms search from a purely informational tool into a crucial e-commerce enabler, driving transactional intent.

The sustained and projected growth of the Brazilian e-commerce market represents a major behavioral trend from the perspective of both B2C and B2B customers. The market is expected to grow substantially, indicating increasing consumer willingness to purchase online and, consequently, increasing business activity in the digital retail space. [Value Chain Analysis, Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.”] This growth fuels greater reliance by businesses (B2B customers) on search platforms to reach these online consumers.

For B2B customers, particularly content providers and advertisers, a persistent behavior change is the need for constant adaptation to the volatility of search engine algorithms. This requires ongoing investment in SEO and SEM efforts. [Value Chain Analysis] Coupled with this is the behavior of intense competition in search advertising, leading to rising cost-per-click (CPC) for desirable keywords. [Value Chain Analysis] These are not new behaviors but are ongoing and influential in shaping how businesses interact with the search value chain.

Finally, the overall increasing internet penetration and usage in Brazil, reflected in the figure of over 180 million internet users and the significant increase in Google visits, signifies a fundamental behavior change of greater digital engagement across the population. [Value Chain Analysis]

Table of the impact of these changes on the value chain

Ongoing Behavior Change	Impact on Value Chain Stage(s)	Impact on Relationships	Impact on Demand
High Mobile Usage (B2C)	User Interface & Experience; Web Crawling & Data Collection; Data Processing & Indexing; Monetization & Business Models	Strengthens the relationship between search engines and mobile users; increases dependency of content providers on search engines for mobile traffic; changes the nature of the relationship between advertisers and users (mobile ad formats).	Increased demand for mobile-optimized search experiences and content; drives demand for mobile-first indexing and crawling by search engines; increases demand for mobile advertising inventory.
Search as Pre-Purchase Research Tool (B2C)	Query Processing & Ranking; User Interface & Experience; Monetization & Business Models; Data Processing & Indexing	Alters the user-search engine relationship towards transactional intent; strengthens the relationship between search engines and e-commerce businesses; increases reliance of businesses on search for lead generation/sales.	Increased demand for transactional query processing; higher demand for rich results (e.g., shopping carousels); increased demand for paid search advertising from retailers; demand for accurate product data indexing.
Growth of E-commerce (B2B/B2C)	Monetization & Business Models; Web Crawling & Data Collection; Data Processing & Indexing; Query Processing & Ranking	Strengthens the commercial relationship between search engines and e-commerce businesses; increases the role of agencies managing e-commerce search campaigns; closer data exchange relationships (e.g., product feeds).	Drives increased demand for search advertising (PPC); increases demand for SEO services; higher volume of e-commerce related queries; demand for comprehensive e-commerce site crawling and indexing.
Adaptation to Algorithm Volatility & Rising CPC (B2B)	Query Processing & Ranking; Monetization & Business Models	Creates a dependent and sometimes challenging relationship between content providers/advertisers and the dominant search engine; strengthens the relationship between businesses and digital marketing agencies.	Drives demand for SEO and SEM expertise and tools; shifts in demand for different ad strategies (e.g., focus on profitability vs. volume) due to high CPC.
Increasing Internet Usage (B2C) & Google Visits	All stages of the value chain	Expands the base of the user-search engine relationship; increases the potential audience size for businesses/advertisers, impacting their relationship with the platform.	Increases overall demand for search services (query volume); expands the available inventory and demand for search advertising across various sectors.

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/