The online shopping segment is one of the most efficient in recent years. To give you an idea, in 2024, Brazilian e-commerce moved over R$204 billion, representing a 10.5% expansion compared to 2023. These are data from ABComm, which also indicates that for 2025, the expectation is for revenue to reach R$224.7 billion, with a 10% increase.
With technological advancements, more complex shopping journeys, and increasingly demanding consumers, the act of selling online goes far beyond just delivering services and products. This is where requirements like data, automation, personalization, and integrated channels come into play. Today, these are the essential pillars for those who want not only to survive but to thrive and stand out in e-commerce.
For you, dear reader, to understand a bit better, I will explain these points:
- Data: data can be considered the new fuel for online retail. This is why companies that invest in analytics can better understand their customers’ profiles, predict demands, optimize inventory, and create more effective campaigns. It is precisely through data that managers can make faster and more efficient decisions, especially in an increasingly fast-paced world;
- Automation: here, I start by reinforcing that automation does not mean ‘coldness’ or distance. Automation, when well implemented, goes in the opposite direction. Through it, managers can free up teams to focus on strategy and creativity, while robots handle operational tasks;
- Hyper-personalization: as I mentioned at the beginning of this text, consumers are becoming increasingly demanding, and this has generated a high demand for increasingly personalized services, products, and campaigns. Therefore, more than a technological issue, personalization is a strategic choice, as it is through it that brands can generate connection and campaigns with their target audience, increasing engagement with their brand/company and, consequently, the number of loyal customers;
- Omnichannel: You are impacted by a TV campaign, start researching a bit more online, check the brand’s reputation on different platforms, chat with other customers via WhatsApp, and finally, go to the physical store to make a purchase. This is just one example of how the shopping journey is no longer linear. Therefore, it is extremely relevant to interact and keep the customer active;
Finally, it is a fact that online retail has undergone many transformations, and believe me, we will have even more incredible innovations in the coming years. The general proposal is to attract, engage, and transform customers into fans and ambassadors of brands. Think about it!
