Octadesk Study Reveals Brazil's 'Night Owl' Shoppers: Over Half of Online Purchases Occur in the Evening or Early Morning

On February 28, according to the "2026 Customer Experience Trends" research report jointly released by Octadesk and Opinion Box, over half (54%) of Brazilian consumers make online purchases in the evening or early morning, a group referred to as "night owl consumers." The study shows that 85% of respondents have experience with online shopping, while 78% also visit physical stores, further validating the prevalence of hybrid shopping behaviors. 76% of respondents stated that marketplaces are their preferred shopping channel, primarily due to higher security (88%). The report also indicates that 67% of consumers have abandoned a purchase at least once in the past year, mainly due to high shipping costs (65%), high product prices (56%), and insufficient trust in merchants or fear of fraud (56%). In terms of customer service, 85% of consumers said they are more likely to shop again after a positive service experience, with quick response times (51%), accurate information (43%), and politeness and friendliness (40%) being the most important factors. WhatsApp is the preferred after-sales support channel for 59% of respondents. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce insights via algorithm in real time. This AI is still young; welcome to contact run@ebrun.com or leave comments to help it improve.]