Black Friday Ahead: How E-commerce Prepares to Break New Records

Black Friday 2024 entered history as the largest in Brazilian e-commerce. During the promotion days, online sales totaled R$9.3 billion, a growth of 10.5% compared to 2023, with 17.9 million orders and average ticket of R$520, according to data from Confi.Neotrust.In one of the days, revenue reached R$4.27 billion, an increase of 8.4% in the annual comparison, reinforcing the potential of digital retail expansion in the country.

The Brazilian Electronic Commerce Association (ABComm) projects that the national e-commerce revenues will reach R$224.7 billion, surpassing the growth rate of mature markets such as North America and Western Europe.At the same time, Pix should consolidate its presence as a means of payment, with a forecast to move R$130 billion, a jump of 121% compared to the previous year.

In practice, this is already the means of payment that stands out as a favorite of consumers: the Central Bank recorded 239.9 million transactions, totaling the same R$130 billion. This growth, however, is accompanied by security challenges: ClearSale identified 28.5 thousand fraud attempts, avoiding losses of R$45 million. Interestingly, the average ticket of fraudulent transactions (R$1.576.75) was almost three times higher than the legitimate purchases of R$540, highlighting the importance of robust anti-fraudent solutions.

With the historical records in the last Black Friday, experts reinforce that the success of the event goes far beyond aggressive promotions. It depends on an early, integrated and strategic preparation, which involves from communication and marketing to payments, logistics, affiliate management and operational support. The performance of companies in this period is directly linked to the ability to offer a fluid, safe and efficient shopping experience.

In this scenario, technology has proved to be an indispensable ally and especially in interactions with the consumer Connectly, a global reference in artificial intelligence applied to communication between brands and consumers, have transformed the way retail relates to its audience. From personalized conversations on WhatsApp, the company helps brands to recover abandoned carts, send relevant notifications and create more human and engaging buying journeys, with results far superior to traditional channels, such as email or SMS. “With conversational messaging, brands are able to maintain close contact with consumers, increasing the chances of conversion and reducing dropouts at the final moment of purchase”, says Leonardo Bruno, VP of sales at Connectly. This new form of direct and continuous dialogue has been consolidated as a pillar of the interactions in the real retailers.

More than attracting the consumer, it is essential to ensure that the purchase process is completed simply and securely. The combination of efficient communication and a robust payment system is what determines the success of each transaction. At this point, the technological infrastructure responsible for connecting different payment methods, reducing failures and optimizing the flow of approvals, a crucial step to maintain customer trust and retail profitability, comes into play.

A Yun, one of the global leaders in infrastructure and payment orchestration, has been one of the driving forces behind the evolution of digital checkout. The company has developed a complete infrastructure that connects different payment methods, from Pix and cards to digital wallets, ensuring that each purchase happens quickly, safely and without obstacles. By combining artificial intelligence and real-time orchestration, Yuno offers companies the power to optimize their transactions and reduce failures that usually directly impact sales.“We are building the infrastructure that is defining the future of payments. With artificial intelligence and real-time orchestration, we ensure that each transaction finds the best way, without friction, the customer seeks to more.