Part of the routine of Brazilian consumers, e-commerce is gaining more and more followers. So much so that according to the Brazilian Association of E-Commerce (ABComm), the sector is expected to reach its eighth consecutive year of growth in 2025, with an increase of at least 10% in revenue compared to last year, exceeding R$ 234 billion.
“These expectations are interesting and totally plausible, especially if online stores can devise good strategies to attract new customers, increase average ticket value, retain old customers, and of course, if they work on reversing situations such as cart abandonment and navigation abandonment, which often do not receive the proper attention,” analyzes Felipe Rodrigues, founder and CEO of Enviou – a platform specialized in tools and solutions to automate marketing for e-commerce.
According to the executive, it is currently possible to have tools and platforms that directly assist in the implementation of strategies that increase sales by up to 50%. The secret, in Rodrigues’ view, lies in the appropriate and combined use of available technologies.
“If the e-commerce team knows how to combine the right tools, create campaigns and actions that resonate with the consumer public, and operate the mechanisms to effectively recover that customer who does not complete their purchase, then success is guaranteed!”, he emphasizes.
Felipe Rodrigues even points out 6 solutions that contribute to the automation of marketing and help increase online sales. They are:
-Email Marketing: It is one of the consumers’ favorite tools for relationship with the stores where they usually make their purchases, according to Opinion Box research. Through this channel, it’s possible to deliver personalized content to the customer at a low cost, in a creative and effective way. The traditional, when well executed, produces relevant results.
-Abandoned Cart Recovery: is another tool that has already shown its potential. The technology detects when a purchase is not completed and the cart is abandoned and automatically sends special communications to the consumer, reminding them of the selection made and, in some cases, offering discount coupons to complete the purchase.
-Intelligent Repurchase: is a tool that will especially assist e-commerce that sells recurrent use products. The solution operates based on a series of information, such as the estimated average time for consumption of each product, the time interval between purchases of the same item by a series of customers, as well as algorithms. Shortly before that item runs out at the customer’s home, the tool sends a reminder that it’s time to purchase it again.
-Navigation Abandonment: automatically identifies and tracks the browsing flow of customers who access online stores. If the consumer abandons the purchase process before even adding products to the shopping cart, the tool identifies the item of interest and initiates a marketing automation journey through which products are suggested by email, SMS, browser push, and/or WhatsApp.
-Custom Trigger: allows for sending fully customized content to the customer when the action makes sense according to the e-commerce communication strategy. The completely personalized information is also sent to customers via WhatsApp, SMS, email, or browser push notifications.
-PIX Recovery: a tool that operates automatically, through custom triggers, and monitors orders with PIX as the selected payment method to send customized reminders to the consumer if they do not complete the purchase of that specific product or service, thus avoiding sales losses.
“These technologies can greatly enhance the sales performance of online stores, making life easier for e-commerce managers and marketing teams. Enviou’s multichannel marketing automation platform offers all these integrated solutions, simplifying routines and result tracking, which can be checked through comprehensive and detailed reports,” concludes Felipe Rodrigues, founder and CEO of Enviou.
