According to the Brazilian Association of E-commerce (ABComm), by 2026, Brazil will have over 100 million online buyers. To keep up with this demand and strong trend, companies find themselves obliged to adopt technologies that ensure efficiency and innovation within the digital realm. It is not in vain, therefore, that the World Economic Forum indicates that, in the upcoming year, the growing digitalization will contribute approximately $100 trillion to the global economy, consolidating the investment in digital tools as a strategic necessity by brands.
According to Gabriel Lima, CEO and founder of ENEXT, a consultancy specialized in full digital, accelerated transformation goes beyond the potential to enhance results, providing clear competitive advantages, such as increased customer retention, revenue growth, and resource optimization. In the executive’s view, companies that do not invest in digital strengthening risk falling behind.
“Solutions like artificial intelligence, data analytics, and intelligent logistics systems demonstrate tangible benefits by improving operational efficiency, reducing costs, and accelerating decision-making,” he states. “In an increasingly dynamic market, relying on these innovations has become decisive for companies that want to stand out and thrive,” he adds.
With this in mind, the expert listed 5 digital solutions identified as essential for brands looking to stand out in the market in the coming year. Check it out:
Automated Retail Media
Retail media is gaining space as a strategic tool to increase ROI within marketplaces. Market data indicates that about 73% of purchasing decisions are influenced by personalized ads. Companies that invest in this solution can boost sales and strengthen the connection with their consumers by offering products and conditions closer to their interests.
“In the current scenario, retail media is consolidating as one of the main tools to increase ROI in the country’s leading marketplaces such as Mercado Livre, Amazon, and Magazine Luiza,” says Lima. “The solution not only drives sales but also creates a more targeted and pleasant shopping experience for the user,” he points out.
AI for customer experience personalization
AI-based tools elevate the level of personalization in e-commerce, enabling better product suggestions and recommendations based on each user’s individual buying behavior. According to McKinsey data, AI personalization solutions can generate up to a 40% increase in company revenues.
“Technology goes far beyond basic personalization. Through its high data analysis capability, it becomes capable of understanding the consumer’s buying behavior at an extremely detailed level, enabling better recommendations and more robust strategies,” explains Gabriel Lima.
Advanced SEO and performance optimization
Search engine optimization is also expected to become a central pillar in 2025. Advanced SEO strategies, combined with performance analysis, ensure that companies gain more organic traffic, reducing customer acquisition costs, and helping brands achieve more organic visibility within these search channels.
Cross-channel media management
Integrated campaigns across different channels like social media, search, and retail media are responsible for ensuring a more consistent brand presence. With the expansion of AI and omnichannel personalization possibilities, experts can already increase sales conversion rates by up to 25% thanks to this strategy.
“Cross-channel media management keeps consumers engaged and delivers consistent results. Omnichannel personalization is crucial to increasing customer retention and conversion at different touchpoints,” highlights the CEO of ENEXT.
Integrated CRM and Marketing Automation
The use of robust CRMs integrated with marketing automation solutions is expected to be indispensable in 2025. With the help of these tools, brands can manage leads, retain customers, automate personalized communications, contribute to improving conversion rates, and optimizing customer experience and business results.
“Automating customer relationships is essential to ensure efficiency and offer a personalized experience on a large scale. In 2025, this will be essential for companies seeking sustainable growth,” concludes Lima.
