The Brazilian e-commerce experienced a heated first quarter in 2025. Only among small and medium-sized enterprises, revenue exceeded R$ 1 billion (according to Nuvemshop data), with a growth of over 30% compared to the same period in 2024, reflecting the digital maturity of online retail and the increasing role of technology in the shopping experience.
Among the main drivers of this growth is marketing automation, which not only boosted the number of orders but also increased the average order value of purchases. According to data from edrone, a platform specializing in e-commerce marketing, the average value of orders placed through automated flows reached R$ 362.11, 4.90% higher than the overall sector average for the period, which was R$ 345.19.
“Stores that adopt automations can provide more personalized experiences, resulting in larger tickets and greater customer loyalty. Data-driven automation is shaping the future of e-commerce and opening up new possibilities for companies that want to grow intelligently and scalably,” says Rafael Bueno, head of sales at edrone Brasil.
In the first quarter of 2025, the Fashion segment was the most impacted by automations, with over 170 thousand orders and revenue generated by automations exceeding R$ 50 million.
The most profitable automation features were:
- Message after product view: R$ 16.7 million
- Message after cart abandonment: $10.9 million
- Post-sales message: $5.1 million
- Personalized product recommendations: $3.3 million
Automations convert more than newsletters
Automations have also shown superior performance compared to traditional newsletter campaigns. Automated flows resulted in a 25 times higher conversion per email sent, with an open rate of 18.89% and a conversion rate of 0.79%, while newsletters recorded an open rate of 14.11% and a conversion rate of 0.03%.
In practice, this means that for every 1 million emails sent, automations resulted in 7,898 orders, compared to just 317 from newsletters. The integration between automations and newsletters also proved to be valuable: the e-commerce site Banca do Ramon, with support from the Sanders Agency, implemented an Auto Newsletter that automatically sends the best-selling products of the month, resulting in 135 orders and contributing to a 23% increase in the store’s quarterly revenue – all with a unique setup and continuous operation.
“With automation, we can create a routine that keeps the customer always up to date with the news — every month he receives firsthand the best selling products and the favorites of the period. This strengthens the relationship and generates more interest in purchases, all in a practical and personalized way,” says Marisa Walsick, CRM specialist at Sanders.
