In recent years, e-commerce has ceased to be just a convenient alternative for busy consumers and has consolidated itself as one of the main engines of the global economy. In Brazil, the numbers impress.Only in 2023, e-commerce moved R$ 349 billion, and the projection is that it will reach R$ 557 billion by 2027 (E-Marketer, 2024). But what sustains this dizzying growth?It is not just the transition from consumption to digital: it is a silent revolution shaped by data, automation and artificial intelligence.
This phenomenon can be observed on two main fronts. On the one hand, there is the transformation of consumer behavior, which increasingly opts for the convenience of online shopping. On the other, companies are rethinking how they operate, adopting technologies that not only optimize processes, but also create more personalized and efficient shopping experiences.An example is the expansion of m-commerce, commerce via mobile devices, which should grow 70% in the next four years (Exame, 2022), consolidating itself as the fundamental pillar of Brazilian e-commerce.
Behind these changes, data occupies a prominent place. Today, every click, search or abandoned cart reveals precious information about the consumer. Companies that can capture and interpret this data are better prepared to anticipate demands, predict trends and offer products at the right time.A McKinsey study revealed that data-driven businesses are up to 23 times more likely to attract new customers and 19 times more likely to be profitable.
But it is not only data collection that is changing the game, it is what is done with them. Artificial intelligence and automation tools, for example, allow companies to turn this information into concrete actions. Imagine an advertising campaign that adapts in real time based on consumer behavior, or chatbots that offer a service so natural that the customer does not even realize that he is talking to a machine. More than trends, these solutions are already reality for many companies, which report significant increases in efficiency and customer satisfaction.
And what about immersive commerce? The combination of augmented and virtual reality is starting to take the consumer into stores - yet virtually. With devices like Apple Vision Pro and the like, the shopping experience is becoming more sensory, allowing the customer to “experiment” products before buying them. This level of interactivity promises to revolutionize e-commerce in the coming years.
Despite so many advances, there is no room for accommodation. The adoption of technologies, although essential, requires planning. Companies that invest in data and automation are not only optimizing their operations: they are shaping the future of the market.And this future is not optional. According to Deloitte, automation can reduce costs by up to 30%, while a study by Salesforce points to a 12% increase in the satisfaction of consumers who interact with automated processes.
At the same time, we must look at the consumer as a centerpiece of this transformation. He is not only the recipient of innovations, but also the agent that drives them. His demands for convenience, efficiency and personalization continue to redefine the limits of what e-commerce can offer.
In the end, the e-commerce of the future is already under construction. Technology has been opening new doors, but it is the way companies use these tools that will determine who will lead this market that progresses at the speed of light. For retailers and brands, the message is clear: the time to act is now, before the future passes.
