{"id":13411,"date":"2025-11-19T13:46:39","date_gmt":"2025-11-19T16:46:39","guid":{"rendered":"https:\/\/fenati.org.br\/?p=13411"},"modified":"2025-11-19T15:45:19","modified_gmt":"2025-11-19T18:45:19","slug":"ia-buscas-transforma-trafego-e-commerces-brasil","status":"publish","type":"post","link":"https:\/\/homolog.fenati.org.br\/en\/ia-buscas-transforma-trafego-e-commerces-brasil\/","title":{"rendered":"IA redefine buscas e transforma tr\u00e1fego dos e-commerces no Brasil"},"content":{"rendered":"<p><strong>IA &#8211;<\/strong> O papel do <a href=\"https:\/\/pt.wikipedia.org\/wiki\/ChatGPT\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> no varejo digital brasileiro ganhou novo peso, segundo dados do estudo da Cadastra em parceria com a Similarweb. Entre janeiro de 2023 e agosto de 2025, a ferramenta da OpenAI passou a influenciar diretamente a descoberta de produtos, o tr\u00e1fego dos sites e a l\u00f3gica tradicional da busca online no pa\u00eds.<\/p>\n<p>Segundo o levantamento, o ChatGPT concentra 99% do uso de ferramentas generativas no Brasil e j\u00e1 originou mais de 6,1 milh\u00f5es de visitas de refer\u00eancia para os dez maiores e-commerces. O Mercado Livre lidera os acessos, com 1,8 milh\u00e3o, seguido por OLX (914 mil) e Amazon (840 mil). Magalu, Shopee e Temu completam o grupo de varejistas impactados pelo redirecionamento crescente de tr\u00e1fego.<\/p>\n<p><a href=\"https:\/\/fenati.org.br\/saiba-recuperar-investimentos-aplicados-banco-master\/\" target=\"_blank\" rel=\"noopener\"><strong>LEIA: Saiba como recuperar investimentos aplicados no Banco Master<\/strong><\/a><\/p>\n<p>A plataforma da OpenAI acumula atualmente mais de 310 milh\u00f5es de visitas mensais, um avan\u00e7o de 124% em doze meses. O Perplexity segue distante, com pouco mais de 2 milh\u00f5es de acessos, mesmo ap\u00f3s aumento de 131% no per\u00edodo.<\/p>\n<p>Esse salto faz com que o comportamento do consumidor se aproxime cada vez mais de consultas guiadas por IA, levando marcas a revisarem suas estrat\u00e9gias de SEO e presen\u00e7a digital para n\u00e3o perderem relev\u00e2ncia.<\/p>\n<p>O estudo identifica o in\u00edcio da chamada busca conversacional preditiva, em que intera\u00e7\u00f5es assumem tom de di\u00e1logo cont\u00ednuo. Enquanto buscas tradicionais t\u00eam m\u00e9dia de quatro palavras, consultas no ChatGPT chegam a 23 termos e duram mais de sete minutos.<\/p>\n<p>Nesse ambiente, respostas diretas e estruturadas ganham protagonismo, influenciando se uma marca ser\u00e1 ou n\u00e3o citada como fonte confi\u00e1vel pelos modelos generativos.<\/p>\n<p><strong>Mudan\u00e7as no tr\u00e1fego global<\/strong><\/p>\n<p>O Brasil j\u00e1 \u00e9 o terceiro pa\u00eds que mais acessa plataformas de IA generativa, atr\u00e1s apenas dos Estados Unidos e da \u00cdndia. Entre janeiro e agosto de 2025, o Google registrou queda de 0,88% nas visitas nacionais, somando 38,57 bilh\u00f5es. No mesmo per\u00edodo, o ChatGPT cresceu 71,9%, chegando a 1,97 bilh\u00e3o de acessos, o equivalente a 67% do tr\u00e1fego entre os principais chatbots.<\/p>\n<p>Nos \u00faltimos doze meses, a audi\u00eancia da ferramenta aumentou 260,7%, com m\u00e9dia de 252,9 milh\u00f5es de visitas mensais e 24,1 milh\u00f5es de visitantes \u00fanicos. Nos EUA, usu\u00e1rios que utilizaram o ChatGPT por quatro meses reduziram em 26% os cliques no Google.<\/p>\n<p><strong>Efeito nos e-commerces<\/strong><\/p>\n<p>O impacto aparece no desempenho de varejistas. Nos Estados Unidos, quase 60% dos consumidores j\u00e1 usam IA generativa para decidir compras. No Brasil, desde 2023, os dez maiores e-commerces receberam mais de 6 milh\u00f5es de visitas vindas do ChatGPT.<\/p>\n<p>A ferramenta reduz o trajeto entre descoberta e decis\u00e3o de compra, tend\u00eancia que deve se intensificar com o Instant Checkout, funcionalidade que permitir\u00e1 concluir compras dentro da pr\u00f3pria plataforma.<\/p>\n<p>O p\u00fablico de 18 a 34 anos representa quase 60% dos acessos ao ChatGPT. Cada setor apresenta comportamentos espec\u00edficos:<\/p>\n<p>\u2022 Farm\u00e1cias: foco em compara\u00e7\u00e3o de pre\u00e7os;<br \/>\n\u2022 Moda: marketplaces de itens usados, como Enjoei, concentram maior volume;<br \/>\n\u2022 Viagens: apps de mobilidade, como Uber, superam sites de hospedagem e passagens, indicando busca por solu\u00e7\u00f5es imediatas.<\/p>\n<p>Para Hygor Roque, Head of Marketing da Divibank, o cen\u00e1rio exige adapta\u00e7\u00e3o r\u00e1pida. \u201cO desafio \u00e9 ser reconhecido como refer\u00eancia confi\u00e1vel, o que influencia visibilidade e convers\u00e3o\u201d, afirma.<\/p>\n<p><em><strong>(Com informa\u00e7\u00f5es de Carta Capital)<\/strong><\/em><br \/>\n<em><strong>(Foto: Reprodu\u00e7\u00e3o\/Freepik\/javigu333)<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Ferramenta da OpenAI altera padr\u00f5es de descoberta de produtos e pressiona lojas a reverem estrat\u00e9gias digitais<\/p>","protected":false},"author":10,"featured_media":13413,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[13],"class_list":["post-13411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ti","tag-sindical"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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