The growth of and e-commerce The growth of e-commerce is already a reality. Not least because, if before the public had a preference for shopping in physical stores, today this reality is faced with the greatest preference for online channels. No wonder, according to the Brazilian Electronic Commerce Association (ABComm), the segment grew 10.5% in 2024, registering a turnover of R$ 204.3 billion. In view of such representativeness, it is essential that the vertical invests in the right strategies to support its performance.
For years, we have been witnessing the strength and expansion of e-commerce. This movement has gained even more representation, especially during the pandemic, when businesses had to adapt to the period of social isolation and migrate to platforms that would help meet the demands of the public.
But if for some traders this was a measure “provisional”, currently, this argument is refuted, considering the great adherence of customers to online practice. That is, more and more people are connected and using tools that collaborate for agility and convenience at the time of purchases. In addition, the current customer is more demanding and observant, which requires strict care.
That is, more than just ensuring that there are products to meet the demand, it is essential that organizations that operate in e-commerce and want to enhance their reach pay attention to five key aspects:
#1 Customer Experience: customer service must be fluid and integrated in all channels. That is, it is essential to ensure a personalized service that supports, regardless of the digital environment in which the customer is browsing. This action is what ensures the conversion to the purchase and, consequently, its loyalty.
#2 Omnichannel: complementing the previous topic, it is essential that companies define how to integrate service channels.Whether in the physical or digital environment, the consumer needs to feel the same care and support, from the choice of product to the presentation of the means of payment.
#3 Logistics: if the customer no longer wants to leave, the merchandise has to reach him ¡ ̄ BUT in an agile way. This is an efficient strategy that has been adopted by large players, such as the Free Market. Thus, the organization needs to draw a logistical planning to meet the deadlines and meet customer expectations.
#4 Stock management: there is no point in marketing without having the guarantee that there is the product. That is, it is essential to integrate data and inventory information for better control of operations, whether physical or digital, so that there are no disruptions.
#5 Artificial Intelligence: to ensure the execution of previous trends effectively, it is essential to have the support of technology. In this context, AI emerges as a strong trend, due to its versatility in supporting tasks ranging from the automation of functions such as customer service, analysis of standards and data, to the definition of strategies such as operational control, security and compliance.
All trends have in common the fact that they reinforce the importance of structuring operations. In this regard, having the support of robust and specialized solutions in this type of marketing is essential, since they support all management, control and, above all, ensure more efficiency and quality.
Even e-commerce having had an explosive growth ' and, for many organizations, in a unstructured way '', this is a modality that will continue to expand, considering the current behaviors and preferences of the public. As proof of this, still according to ABComm, this year the vertical should reach a turnover of R$ 224.7 billion, expanding another 10% compared to 2024.
Therefore, for those who have not yet invested in creating a presence in the digital environment or who do not seek to implement outreach strategies, they will certainly be left behind. Thus, in addition to having the right resources, having the help of a specialized consultancy is an excellent step to define the best way forward.
We live the digital age. If before having a store located in a strategic point was what guaranteed sales success, now, in addition, you need to be in the networks. As technology favors access, it is paramount that merchants seek to follow this movement for better results. After all, the future is not only selling online”, but offer a fluid, intelligent and integrated experience to the consumer, the retailer that does not adapt, will probably lose space.
