March 02, 2026
Consumer preferences and barriers in the digital retail of construction materials
Giovana Beline Giuli; Pedro Vaz Mendes
Summary prepared by the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute focused on synthesis and writing.
This study analyzed the preferences, expectations, and challenges of construction material consumers in online purchasing, identifying the factors that influence the choice between digital and physical retail. The research aimed to identify the main factors in the purchasing decision, measure the acceptance and trust in the sector’s e-commerce, and compare online and offline purchasing behaviors. The investigation starts from the observation that, despite the high economic representation of the construction materials sector in Brazil, its adoption of e-commerce remained incipient compared to other segments, creating a knowledge gap regarding consumer motivations and barriers in this market.
The retail trade of construction materials stands out for its extent and variety (Quissini, 2018). The economic relevance of the sector is undeniable: data from the Brazilian Association of the Construction Materials Industry (ABRAMAT, 2024) indicate that the construction production chain corresponded to 6.4% of the Brazilian GDP in 2023. The materials trade represented 12.6% of this total, with a turnover of R$ 289 billion. Retail was responsible for 26.4% of these sales, operating through approximately 152,000 active stores in the country (ANAMACO, 2023).
Despite this magnitude, the digitalization of the sector is slow. While general e-commerce in Brazil jumped from 6% to 9% of retail share between 2019 and 2024 (ABCOMM, 2025), the construction materials segment did not keep pace. This low adoption contrasts with the potential demonstrated by cases like Leroy Merlin, which projected reaching 15% of its sales via digital channels in 2023, a significant increase from 3% pre-pandemic. This scenario highlights that the integration between physical and digital channels can overcome the sector’s challenges, justifying the need to deepen the understanding of consumer behavior.
Academic literature points to risk perception as a central factor, encompassing dimensions such as financial, performance, and psychological risk (Kovacs and Farias, 2004). The mitigation of these risks is linked to trust building, influenced by store reputation, usability, security, and product information quality (Devens, 2017; Eckert and Milan, 2016). In parallel, retail is evolving towards omnichannel models, which seek the total integration of channels for a fluid shopping experience (Carminatti et al., 2020). This model is crucial in the sector, as it allows combining the convenience of online research with the security of the physical store (Mareco, 2022).
The research problem was to identify which factors explain consumer behavior in the construction materials retail sector, resulting in their resistance to e-commerce and preference for physical retail. The study’s relevance lies in the potential of its results to support companies in reducing the digital gap. Understanding consumer motivations allows companies to adapt more effectively to the digital context, contributing to economic development (Menegatti et al., 2017).
The research adopted a mixed approach, quantitative and qualitative, of a descriptive nature, ideal for identifying population characteristics and relationships between variables (Gil, 2019). The main quantitative approach allowed for numerical data analysis, while the complementary qualitative approach deepened the interpretation of respondents’ perceptions. The study population consisted of Brazilian consumers who had made at least one purchase of construction materials in the last three years, through physical or digital channels.
Data collection used a field survey through a structured online questionnaire on the Google Forms platform (Gil, 2019). The sampling was non-probabilistic by convenience. The questionnaire contained 25 conditional questions, resulting in 19 mandatory quantitative questions and 3 optional qualitative questions for each participant. The quantitative questions used multiple-choice, dichotomous formats, and a five-point Likert scale (Malhotra, 2019).
Data collection occurred over 20 days, from June 15 to July 05, 2025, generating 113 responses, with 103 considered valid. The validation criteria were consent to participate and confirmation of purchase within the stipulated period. Quantitative data analysis was performed using descriptive statistics in Microsoft Excel. Qualitative responses were subjected to content analysis to identify recurring patterns and themes.
The study followed the guidelines of CNS Resolution No. 510/2016, waiving the need for submission to an Ethics Committee for opinion research with unidentified participants. Participation was conditioned on the acceptance of an Informed Consent Form (TCLE), ensuring anonymity and voluntariness.
The analysis of the 103 valid respondents revealed a profile with a predominance of the female gender (68.9%), aligned with Sebrae research (2022). The most representative age group was 25 to 34 years old (39.8%), followed by those over 55 years old (23.3%). The level of education was high, with 31.1% having completed higher education and 28.2% having postgraduate degrees. The monthly family income was diversified, with highlights for the ranges of 7 to 10 minimum wages (25.2%) and 2 to 4 minimum wages (22.3%). The majority (93.2%) were final consumers. The most purchased product categories were plumbing materials (68%), paints and accessories (67%), and electrical materials (65%), suggesting that renovations and small improvements are the main purchase motivators.
Familiarity with e-commerce for construction materials showed a cautious adaptation. The majority (38.8%) have already bought online with reservations, while 29.1% feel comfortable. A group of 21.4% has never bought but would consider the option. This caution reflects the perception of risk (Kovacs and Farias, 2004) and translates into the channels used: 53.4% use physical and online channels, 38.8% buy exclusively in physical stores, and only 7.8% opt solely for online. This validates the omnichannel behavior trend. Even among consumers “very comfortable” with e-commerce, 60% still use both channels, reinforcing that digital complements the purchasing journey.
The analysis of channels revealed a duality. In the online environment, the preference is for marketplaces like Mercado Livre and Amazon (73%) and e-commerces of large chains like Leroy Merlin (50.8%). In the physical environment, neighborhood stores are the main place of purchase for 85% of those who prefer in-person shopping, highlighting the importance of proximity. This dynamic reinforces the relevance of the omnichannel strategy (Mareco, 2022); marketplaces can be an entry point for the digitalization of small retailers (Makdissi Jr., 2018).
The factors driving online purchasing are “lower prices” (79.4%) and “convenience” (60.3%), pillars of e-commerce (Kotler and Keller, 2019). When asked what would motivate them to buy more online, respondents cited “better prices than in-store” (82.5%) and “fast deliveries” (60.3%). Transactional benefits outweigh promotional incentives such as loyalty programs.
Barriers to online shopping and the attractions of physical stores center on sensory experience and logistics. The “need to see the product physically” was the main impediment for 65% of those who did not buy online and the main reason for choosing the physical store for 77.5% of consumers. “Immediate pickup” (55%) is a major attraction of physical retail, contrasting with the “fear of delivery delays” (22.5%) and “slow shipping” (17.5%) for online. This highlights the challenge of the “last mile”, especially for bulky products (Silva and Camargo, 2020), and reinforces the importance of solutions like “click and collect”.
The analysis of trust in e-commerce revealed that consumers feel more secure buying small-sized materials online (59.2% agreement) than large-sized ones (34% agreement). The sufficiency of online information is a point of concern, with 30.1% of respondents disagreeing that it is adequate. To mitigate insecurity, it is crucial to invest in the quality of information and the store’s reputation (Devens, 2017; Eckert and Milan, 2016). The preference for stores that integrate physical and online channels is majoritarian (66% agreement), validating the omnichannel model. The perception that technical support and guidance are superior in physical stores is almost unanimous (82.5% agreement), pointing to a gap that e-commerce needs to fill with specialized support (Santi, 2021; Katz, 2023).
The qualitative analysis deepened these findings. The strengths of physical retail were direct interaction with the product and qualified human interaction. For the ideal online retail, consumers suggested richer product information (videos, simulators), more human and qualified online service (experts via chat) and logistics integrated with physical stores. The suggestions point to the desire for a unified shopping journey.
The study concludes that the consumer of construction materials has consolidated a hybrid behavior, using digital and physical channels in a complementary way. E-commerce is the main channel for price research and convenience, while the physical store remains fundamental for mitigating risks, offering sensory validation, immediate pickup, and technical support. Overcoming the sector’s challenges lies in channel integration. The omnichannel model is the most adequate response, as it reflects how consumers already move between environments. Digitalization in the sector should not be a replacement for the physical channel, but a strategic complementation. The main challenge for digital advancement consists of transferring the attributes of trust and security from physical retail to the online environment.
It is recognized that non-probabilistic convenience sampling limits the generalization of results. For future research, the adoption of probabilistic sampling and the analysis of how immersive technologies, such as augmented reality, can overcome the barriers of sensory experience and technical support in the digital environment are recommended. It is concluded that the objective was achieved: it was demonstrated that consumer choice between digital and physical retail of construction materials is driven by a complementary search; the online offers convenience and price, while the physical meets the need for sensory validation, trust, and technical support, consolidating the omnichannel model as the preferred strategy for the sector.
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Executive summary from the Final Course Work of Specialization in Digital Business from the MBA USP/Esalq
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