Have you ever added products to the cart of an online store and, for some reason, did not complete the purchase? Well, you are not alone. Cart abandonment is a worrying reality for Brazilian e-commerce, with rates that can reach an impressive 82%, according to E-commerce Radar. Unexpected costs, long delivery times, and complicated checkouts are some of the factors that drive consumers away at the decisive moment, generating losses for retailers.
Nearly half of consumers (48%) give up on a purchase when faced with higher costs than expected, according to a study by the Baymard Institute. But the problem does not stop there. Delivery delays are also a major villain, leading 36.5% of customers to abandon their carts, according to Yampi data. And there’s more: complicated checkout is another critical factor. 79% of Brazilians prefer to installments their purchases, and the lack of flexible payment options causes many to give up even before completing the purchase, as shown in a survey by SPC Brasil – Credit Protection Service.
However, technology has arrived to turn this game around. Innovative solutions have emerged in the market, making the consumer experience easier, more efficient, and personalized, as well as boosting the completion of purchases.
One of the innovations that promises to reduce cart abandonment is Poli Pay, a feature created by Poli Digital, a Goiás-based startup specializing in contact channel automation. According to Alberto Filho, the company’s CEO, “this solution allows consumers to complete the entire purchasing journey on a single platform, using popular channels like WhatsApp”.
And Brazil is at the forefront of this transformation. “We are one of the few countries where payments via messaging apps are a reality, making the purchasing experience more practical and accessible, as well as boosting the growth of national e-commerce,” Alberto highlights.
Poli Digital reveals that the amounts moved by Poli Pay have already exceeded R$ 6 million. Alberto emphasizes that this solution is highly effective, given that 62% of Brazilian consumers use digital channels to make purchases, according to Opinion Box.
While traditional e-commerce faces a challenging reality, with only 22% of customers who create shopping carts completing the transaction, Poli Pay’s success rate reaches 58%. “This means that the solution can more than double the market average. The secret to this performance lies in the practicality and integration of the system, which offers a seamless shopping journey, where the consumer chooses products, interacts with service channels, and makes payments, all within a single digital environment,” he emphasizes.
Another significant differentiator is its integration with payment market giants like Mercado Pago and PagSeguro, offering a variety of options for consumers, from boleto to credit card. This guarantees flexibility and convenience when completing the purchase. And, for businesses, the platform offers real-time transaction management, allowing managers to filter sales by customer name, seller, or even payment status, optimizing sales control.
In addition, with a strategic partnership with the Meta Group, owner of platforms like WhatsApp, Instagram, and Facebook, Poli Digital ensures that the system complies with all the guidelines of these social networks. This means that companies can operate smoothly, avoiding issues such as unexpected suspensions or blocks and ensuring a safe and uninterrupted experience for their users.
Alberto concludes by emphasizing that “in this scenario, tools like Poli Pay represent a true revolution in Brazilian e-commerce. They offer effective solutions to reduce cart abandonment rates while boosting sales, especially for small and medium-sized businesses.” He further states: “With the constant evolution of digital technologies, the trend is for more and more retailers to adopt innovative strategies, enhancing the consumer experience and ensuring increasingly positive results for the sector.”
