According to the report The Global Payments Report 2022, by FIS, the global e-commerce market is expected to grow by 55.3% by the end of next year, reaching a transaction value of over $8 trillion. In Brazil, the scenario is even more promising, with an estimated 95% increase in online sales, reaching a total of $79 billion. This outlook is encouraging, but to achieve this goal, brands need to go beyond classic sales strategies (such as discounts and free shipping) and marketing efforts limited to social media, especially at the beginning of the year—a period marked by project reviews and planning for the next cycle.
Today, the market itself already offers alternatives that create a greater impact in the relationship between brands and audiences, but these are often overlooked, such as affiliate marketing.
Referral work
One of the main examples is affiliate marketing, a strategy where partners promote a brand’s products or services in exchange for commissions on sales or actions resulting from referrals. This approach allows companies to expand reach and sales without direct investment in advertising, as payment is made only for results generated by affiliates.
To give an idea of the strategy’s impact, in the United States, affiliate marketing accounts for about 15% of total digital media revenue and 16% of e-commerce sales during 2024. Considering the local context, the tactic has gained even more traction. According to an Admitad report, the number of affiliates in Brazil increased by 8% in 2023. It’s worth noting that retail dominates the expansion of this concept in the country, accounting for 43% of the market’s revenue.
In the coming years, one of the major trends is the integration of artificial intelligence into affiliate campaigns. This is because the technology will be used to optimize content creation, target audiences more precisely, and even predict consumption trends. In other words, brands will be able to offer personalized and more relevant promotions to their audiences, maximizing conversions based on data collected and analyzed in real-time.
Additionally, more and more consumers are using virtual assistants to find deals, requiring an adaptation in SEO strategies to ensure their promotions and products are the first to appear in searches. For retailers, this optimization can be an interesting competitive advantage to improve the performance of both the affiliate and the partner brand.
Influence of all sizes
Another essential aspect is strategies focused on social networks, especially with the support of micro and nano-influencers. Although they have smaller audiences, these creators tend to have high engagement and trust levels, making them a sure bet. Their authentic recommendations, combined with exclusive offers, tend to have a significant impact on sales.
Aligned with this, it’s important to keep in mind that influencer marketing is very powerful in Brazil, as the country is a global leader in the number of digital influencers on Instagram. According to Nielsen research, there are over 10.5 million influencers with approximately a thousand followers on the platform, plus another 500,000 with over 10,000 fans.
Again, AI comes into play as a tool that facilitates matches between brands and content creators. Additionally, it enhances the personalization of offers, adjusting them based on user behavior.
Money that goes and comes back
Finally, cashback and coupon strategies remain popular, especially during periods of economic instability. Companies that promote these offers have a better chance of attracting consumers looking to maximize their discounts, as the benefit stands out among loyalty initiatives, according to research released last year by the Brazilian Association of Loyalty Market Companies (Abemf).
Thus, it’s safe to say that brands investing in innovative strategies—such as affiliate marketing, smart use of AI, and the power of micro-influencers—have a greater chance of capturing consumers’ attention and increasing their revenue. After all, personalized and relevant experiences have the power to turn purchase intentions into sales conversions.
