The Brazilian e-commerce revenue in 2024 exceeded 200 billion reais, according to data from the Brazilian Association of Electronic Commerce (Abcomm). The growth of more than 10% compared to the previous year is an indicator of new realities in purchasing behavior and in how online stores communicate with consumers, with emphasis on the role of Artificial Intelligence (AI) in personalizing the shopping experience, driving increased sales and customer loyalty.
For 2025, expectations are even higher: according to ABComm data, the revenue of online stores in Brazil in 2025 is expected to exceed R$ 234 billion, representing a growth of almost 15% compared to the previous year, with an average ticket of R$ 539.28 and an increase of three million new buyers.
In a scenario of high competitiveness and increasingly demanding consumers, AI has emerged as an indispensable tool for the success of e-commerce. A survey conducted by Ebit/Nielsen reveals that 7 out of 10 online stores in the country already use some type of artificial intelligence resource, such as data analysis and automations to deliver a personalized and more assertive experience to their customers.
Among the companies consulted about the results of using AI in e-commerce, edrone, a platform specialized in marketing automation and CRM, presented interesting data on the impact of its solutions on its clients’ revenue. According to edrone data, automation tools were responsible for approximately 20% of the total revenue of their partner online stores in 2024, resulting in extra sales generated from actions such as abandoned cart campaigns, customer recovery, and post-purchase promotions. One of the most highlighted automations was abandoned cart recovery, which achieved an open rate of 25% and a conversion rate of 1.60%, helping to reduce the loss of sales that would normally occur in incomplete transactions.
Additionally, personalization was one of the main factors driving sales. On a CRM platform like edrone, the use of data for precise segmentation allowed for more effective marketing campaigns. Post-sale automations generated open rates of 43.7% and conversions of up to 1.86% on offers with discount coupons and cross-selling tactics. “We were surprised by the results achieved, especially in increased sales and loyalty. The difference in performance among clients who use personalized automations, such as cart recovery and segmented campaigns, is evident. They not only optimize their operations but also create stronger connections with consumers, generating significant and sustainable results,” shares Ana Luiza Zaroni, manager of edrone’s support team.
AI and automation help sell more during holiday seasons
Holiday seasons also promise to be even more impactful for e-commerce revenue in 2025, especially for retailers who adopt artificial intelligence in their operations. During Black Friday 2024, ArtStone, a leader in the Brazilian market for natural stones and semi-jewelry accessories, generated over R$ 75 thousand in just one day, combining newsletter campaigns with three marketing automations from edrone, achieving an overall revenue in November 52% higher than the previous month.
“With such an extensive and strategic campaign, we needed a robust platform that would allow us to segment the audience, automate triggers, and track results in real time. The fact that there was no limit on triggers allowed us to maintain active and consistent communication throughout the entire event, without worrying about additional costs. The tool helped us create clear and targeted communications, ensuring our customers were always informed and engaged,” shares Alan Matheus Perez, marketing director at ArtStone.
With the expectation that the volume of online orders in 2025 will grow by 5%, totaling 435 million purchases, adapting to these new technologies and trends will be essential for retailers to remain competitive. The year 2024 was marked by artificial intelligence as one of the biggest drivers of sales, and with the continuous evolution of these tools, the impact of AI on online sales is expected to intensify even further in 2025, helping brands deliver faster, more personalized, and connected shopping experiences.
“A new bet from edrone is the creation of dynamic email subjects, based on each user’s behavior. Thus, a single campaign will have multiple forms of communication, tailored to each type of customer, all automatically with the help of Generative AI,” anticipates Ana Luiza.
