The impact of search and SEO on e-commerce: insights from State of Search Brasil 5

Hedgehog Digital research details Brazilians' search behavior and reinforces the importance of SEO strategies for brands' success on the internet

The State of Search Brasil 5 survey, conducted by Hedgehog Digital, revealed crucial data on Brazilians' online search behavior and highlighted how SEO is an indispensable strategic tool for brands looking to stand out in digital retail.

The study, conducted between May and June 2024, surveyed men and women from all regions of Brazil, covering different age groups and social classes, with a margin of error of 1.5 percentage points.

The influence of media on the purchase journey

The study revealed that 90% of Brazilians start their product searches after being influenced by media, such as social networks, series, movies and TV shows.

This data shows the direct connection between content consumption and the purchase journey, highlighting the importance of a strategic presence in these channels.

Google leads, but social networks gain ground

Despite the growth of social networks, Google remains the leading search platform, chosen by 79% of respondents.

Next come Instagram (41%) and YouTube (39%), establishing themselves as key tools throughout the Brazilian consumer's journey.

Felipe Bazon, CSO of Hedgehog Digital SEO Agency, explains: “Google is the reference in search because it delivers relevance and speed in results. Consumers trust the top positions, making SEO essential for brands that want to gain visibility and better results.”

Devices and the importance of responsive websites

The study also analyzed device usage in online searches. Smartphones are the preferred choice for 35% of Brazilians, who search exclusively through them.

Another 56% combine the use of mobile phones and computers, while only 6% use laptops or desktops exclusively.

This data reinforces the need for responsive websites optimized for multiple platforms.

Search channels most used by consumers

The survey also mapped the main channels used by Brazilians in different purchasing contexts:

• Purchases via laptop/computer:
  • 29% turn to Google and other search engines;
  • 12% prefer national marketplaces;
  • 8% use image search tools.
• Purchases via smartphone:
  • 26% search on Google and other search engines;
  • 13% explore national marketplaces;
  • 8% turn to social networks.
• Purchases in physical stores:
  • 29% use Google to get information before purchasing;
  • 12% access marketplaces to compare prices;
  • 9% research on social networks before deciding.

The role of marketplaces in sales strategy

Marketplaces continue to play an essential role in the purchase journey. About 64% of respondents use these platforms' search bar to find specific items.

Other approaches include using filters on the homepage (18%), navigating the category menu (11%) and visiting sellers' pages directly (5%).

Felipe Bazon points out: “Visibility on marketplaces is just as important as on search engines. Being in the top positions within these platforms increases the chances of conversion, since consumers trust the results that appear at the top.”

SEO – Strategies for brands to stand out in digital retail

The study's results make it clear that brands need to invest in SEO and a robust digital presence.

Whether on Google, Instagram, YouTube or marketplaces, securing a good position in search results is a competitive advantage capable of directly influencing consumers' purchase decisions.

With the growth of digitalization in retail, SEO has become an essential tool for attracting and retaining customers, ensuring that brands are present exactly where and when consumers need them.

Thus, companies that prioritize search strategies and optimize their digital channels will be ahead in an increasingly competitive market.

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