The prospects of Brazilian e-commerce are quite interesting. Online shopping has grown on the population, which, since the pandemic, has only increased the volume of digital purchases. So much so that the Brazilian E-commerce Association (ABComm) expects the sector’s growth curve to continue for the next four years. For 2024, the expectation is a 10.45% revenue increase compared to last year, totaling R$ 205.11 billion.
The data is extremely positive; however, a significant number of online stores still face immense challenges in achieving satisfactory results. There are countless reasons that can lead sector players to struggle. These may start with poor planning, issues with store aesthetics, technical problems, incorrect pricing, technical issues that hinder easy customer navigation, logistical challenges, and even marketing-related obstacles for e-commerce.
I believe one of the worst mistakes an online store can make relates to promotion, which often occurs either without planning or incorrectly. Defining a good marketing strategy is crucial, and the first step, of course, should be considering the type of customer you want to reach with your communications. The same applies to developing the buying journey and the experience offered to the customer, from the start of the process to post-sales. An important ally is email marketing, a means through which you can stay in touch with customers, share information about new arrivals, promotions, and special or customized actions that foster customer loyalty.
Another serious flaw is linked to customer service. It may seem obvious that offering good service is essential, but many online stores still neglect this aspect. Having an operational and effective chat to address customer queries at the time of purchase is crucial. Similarly, it’s vital to keep customers informed about the progress of each order with clear, quick, and accurate communication.
Besides a well-structured and adequate marketing plan, online stores need tools that can streamline customer interaction processes in a smart and direct way. Automating and personalizing marketing are effective ways to achieve these goals. After all, in addition to optimizing processes, these measures improve the customer experience and, consequently, directly contribute to increased sales and customer loyalty.
Other advantages related to marketing automation for online stores are linked to operational efficiency, as the time spent on repetitive tasks is reduced, allowing the team to focus on more strategic business aspects. Additionally, automation enables segmented communications based on customer browsing behavior, thereby significantly increasing conversion chances.
Finally, by adopting marketing automation, e-commerce businesses gain access to valuable data, enabling real-time adjustments to marketing strategies, including message personalization, to establish a stronger and more appropriate connection. If customers feel their needs are understood, they are more likely to return to that e-commerce store, which provided a positive experience. This is without even considering the potential to increase the average order value by adding personalized service, such as recommending related products or reminding customers it’s time to repurchase recurring-use items. As a result, customer loyalty is strengthened.
Together, these strategies not only optimize resources but also create a unique experience for the consumer—an essential factor for business growth and sustainability. In an increasingly dynamic market, investing in these areas is a smart decision for any e-commerce business looking to stand out.
