Brazil retail sector faces AI-driven shopping assistance and uneven sales

Brazilian e‑commerce platform VTEX is rolling out AI that can act as a personal shopper, selecting and even purchasing items for consumers. Co‑founder Rafael Forte explained that the technology “acts as an assistant that knows your needs, can influence your consumption or even anticipate it,” and that today roughly 90 % of customer requests are handled by AI through channels such as WhatsApp, voice and text.

At the same time, the Instituto Brasileiro de Geografia e Estatística (IBGE) reported that retail sales in April 2026 fell 1.5 % from March, ending a streak of monthly growth. The data illustrate a new pattern of non‑linear consumer behaviour, driven by variables such as disposable income, credit conditions, financing costs, promotions and real‑time price comparisons. Analysts say the shift reflects a more rational, information‑rich purchasing process that makes sales trends less predictable for retailers.