Web Search in Brazil Emerging Consumption Needs Analysis

Impact of Behavior Changes

The ongoing behavior changes among Brazilian internet users and businesses significantly reshape the web search value chain, influencing demand, relationships, and the importance of different stages. The pervasive shift to mobile usage means that the User Interface & Experience stage, as well as the technical aspects of Web Crawling & Data Collection and Data Processing & Indexing that support mobile-first indexing, become paramount. [Web Search in Brazil Current Behavior Changes Analysis] Search engines and content providers face increased demand for fast-loading, mobile-optimized pages and intuitive mobile interfaces. [Web Search in Brazil Current Behavior Changes Analysis] Advertisers must adapt their strategies for mobile ad formats. [Web Search in Brazil Current Behavior Changes Analysis]

The ingrained behavior of using search for pre-purchase research elevates the importance of the Query Processing & Ranking and Monetization & Business Models stages. [Web Search in Brazil Current Behavior Changes Analysis, E-Commerce Brasil. (2021, October 1). “93% dos brasileiros pesquisam no Google antes de comprar.”] Users' transactional intent drives demand for relevant commercial results, including rich snippets like shopping carousels, increasing the reliance of e-commerce businesses on search visibility and paid advertising. [Web Search in Brazil Current Behavior Changes Analysis] This strengthens the commercial ties between search engines and retailers. [Web Search in Brazil Current Behavior Changes Analysis]

The robust growth of the e-commerce market, fueled by changing consumer habits and increasing online business activity (B2B), directly impacts the Monetization & Business Models, Web Crawling & Data Collection, and Data Processing & Indexing stages. [Web Search in Brazil Current Behavior Changes Analysis, Mordor Intelligence. “Mercado de comércio eletrônico no Brasil – tamanho, participação e tendências.”] There is a higher demand for search advertising and SEO services as businesses compete for online visibility. [Web Search in Brazil Current Behavior Changes Analysis, E-Commerce Brasil. (2024, September 20). “Desafios dos e-commerces no Brasil na busca de escala de audiência gratuita.”] This also necessitates more comprehensive crawling and indexing of e-commerce sites and accurate product data feeds. [Web Search in Brazil Current Behavior Changes Analysis]

For B2B customers, particularly those involved in content creation and advertising, the ongoing need to adapt to algorithm volatility and rising CPCs influences their relationship with dominant search engines. [Web Search in Brazil Current Behavior Changes Analysis] This drives sustained demand for expertise and tools in SEO and SEM, impacting the Monetization stage by potentially shifting advertising spend and strategies. [Web Search in Brazil Current Behavior Changes Analysis]

The overall increase in internet usage expands the user base across all stages of the value chain, leading to higher search volume and consequently increasing the scale of crawling, indexing, processing, and monetization activities. [Web Search in Brazil Current Behavior Changes Analysis] This broadens the audience for businesses and advertisers interacting with the platform. [Web Search in Brazil Current Behavior Changes Analysis]

These shifts in behavior give rise to several emerging consumption needs among Brazilian users and businesses interacting with the web search ecosystem.

Emerging Consumption Needs:

1. Enhanced Mobile-First Experience: Users require faster, more intuitive, and feature-rich search experiences specifically designed for mobile devices, including better integration with mobile functionalities (e.g., location services, voice input).
2. More Granular and Actionable E-commerce Information in Search Results: Users need more detailed product information, price comparisons, availability, and seller reputation directly within the search results page to facilitate quicker purchase decisions.
3. Improved Local Search Capabilities: With increasing mobile use and the importance of the pre-purchase phase, there is a growing need for highly accurate and detailed local business information, including real-time availability, appointment booking, and reviews, integrated into search results.
4. Greater Transparency and Control over Data Usage: Users are becoming more aware of data privacy, leading to an emerging need for clearer explanations of how their search data is used for personalization and advertising, along with easier ways to manage their data preferences.
5. More Diverse and Less Algorithmically Sensitive Traffic Sources (for Businesses): Businesses seek ways to reduce their dependency on volatile search algorithms and high CPCs by exploring and needing better tools and opportunities for traffic generation outside of traditional organic and paid search listings, potentially through direct integrations, specialized vertical search platforms, or alternative discovery channels facilitated by search engines.
6. Tools and Insights for Navigating Market Concentration and Competition: Businesses, especially SMEs, need better tools, data, and insights to understand and navigate the competitive landscape dominated by large players, particularly concerning search advertising costs and algorithm changes.

Table of Potential Impact of Emerging Needs

Emerging Consumption Need	Potential Impact on Value Chain Stage(s)	Potential Impact on Demand	Potential Impact on Relationships
Enhanced Mobile-First Experience	User Interface & Experience; Development across all stages to support mobile optimization.	Increased demand for mobile UX/UI design expertise; demand for technologies enabling faster mobile loading; demand for mobile-specific search features.	Closer collaboration needed between search engines and mobile developers/designers; increased pressure on content providers to maintain mobile-friendly sites.
More Granular/Actionable E-commerce Info	User Interface & Experience; Data Processing & Indexing (structured data); Query Processing & Ranking.	Demand for richer SERP features for e-commerce; increased demand from businesses to provide structured product data feeds; demand for algorithms that prioritize actionable commercial information.	Strengthened data exchange relationships between e-commerce platforms and search engines; increased value proposition for businesses that provide detailed, structured product data.
Improved Local Search Capabilities	Query Processing & Ranking (localization); Data Processing & Indexing (local data); User Interface & Experience; Monetization & Business Models (local ads).	Increased demand for accurate local business data indexing and ranking; demand for real-time local info features; higher demand for geo-targeted advertising options.	Deeper integration and data sharing needed between search engines and local business directories/platforms; new opportunities for hyper-local advertising models.
Greater Transparency and Control over Data	Data Processing & Indexing; Monetization & Business Models; User Interface & Experience.	Demand for user-friendly privacy settings and dashboards; demand for clearer privacy policies; potential shifts in demand for personalized vs. non-personalized search/ads.	Increased scrutiny on search engine data practices; necessitates stronger communication and trust-building between search engines and users; potential regulatory impacts on relationships with advertisers.
More Diverse/Less Algorithm-Sensitive Traffic (Businesses)	Monetization & Business Models; Potential new stages for direct integration/platforms.	Demand for alternative advertising/discovery formats beyond traditional search ads; demand for tools to analyze traffic sources beyond organic search.	Exploration of new commercial relationship models between search engines and businesses (e.g., direct platform integrations, specialized listings); potential reduced dependency on the core search ad auction model for some businesses.
Tools and Insights for Navigating Market Concentration/Competition	Monetization & Business Models (analytics); Query Processing & Ranking (competitive analysis tools).	Demand for competitive analysis tools; demand for clearer data on advertising costs and performance benchmarks; demand for resources to optimize budget allocation in a competitive auction.	Increased value proposition for search engines and agencies offering analytics and strategic guidance; potential pressure for regulatory bodies (like CADE) to require more transparency from dominant players.

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/