Brazilian e-commerce experienced a heated first quarter in 2025. Among small and medium-sized businesses alone, revenue exceeded R$ 1 billion (according to Nuvemshop data), with growth of over 30% compared to the same period in 2024, reflecting the digital maturity of online retail and the growing 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 specialized in e-commerce marketing, the average value of orders placed through automated flows reached R$ 362.11, 4.90% higher than the sector’s overall average for the period, which stood at R$ 345.19.
“Stores that adopt automation can offer more personalized experiences, resulting in higher order values and greater customer loyalty. Data-driven automation is shaping the future of e-commerce and opening new possibilities for businesses looking to grow intelligently and scalably,” says Rafael Bueno, head of sales at edrone Brazil.
In the first quarter of 2025, the Fashion segment was the most impacted by automation, with over 170,000 orders and revenue generated by automation exceeding R$ 50 million.
The most profitable automation features were:
- Message after product viewing: R$ 16.7 million
- Message after cart abandonment: R$ 10.9 million
- Post-purchase message: R$ 5.1 million
- Personalized product recommendations: R$ 3.3 million
Automations convert more than newsletters
Automations also showed superior performance compared to traditional newsletter campaigns. Automated flows had 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 14.11% open rate and a 0.03% conversion rate.
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 valuable: the e-commerce store Banca do Ramon, with support from Agência Sanders, implemented an Auto Newsletter that automatically sends the month’s best-selling products, resulting in 135 orders and contributing to a 23% increase in the store’s quarterly revenue—all with a single setup and continuous operation.
“With automation, we were able to create a routine that keeps customers always updated on the latest—every month they receive the best-selling products and favorites of the period firsthand. This strengthens the relationship and also generates more interest in purchases, all in a practical and personalized way,” says Marisa Walsick, CRM specialist at Sanders.
