Delivery speed has become a decisive factor in the consumer experience in e-commerce. According to recent research by Capterra, speed of delivery is the most important criterion for customers, surpassing price and service. The survey revealed that 56% of respondents associate satisfaction with a store with the shipping time, while 64% are influenced by the estimated time to receive the order. In the flower segment, urgency is even more relevant, as it is a perishable product frequently purchased for special occasions. Plant delivery requires specific care to ensure that arrangements arrive at their destination in perfect condition. Proper refrigeration, between 1°C and 7°C, and controlled humidity are essential factors in maintaining product quality. Furthermore, appropriate packaging not only protects the structure of the flowers but also helps preserve their durability.
Another key point is choosing reliable carriers, especially for companies that serve different regions of the country. Using decentralized logistics hubs can optimize the process, reducing shipping times and ensuring that products arrive fresh to the end consumer. In case of any damage during transport, policies for immediate reshipment demonstrate a commitment to customer satisfaction and help build customer loyalty.
Change in consumer profile
The market has undergone significant transformations in recent years, driven by the growth of e-commerce and changes in consumer profiles. During the pandemic, the demand for flowers increased, both for gifting to loved ones and for decorating homes. Furthermore, online shopping has democratized access to floral arrangements, broadening the age range of consumers.
Previously, most buyers were over 35 years old, but today there is a significant participation of young people from the age of 18, who purchase arrangements, vases, and bouquets for various occasions. This behavior reinforces the need to offer a diverse portfolio and an agile shipping service to meet the demands of the public.
Industry growth and logistical challenges
The floriculture sector has shown significant growth in Brazil. A study by the Center for Advanced Studies in Applied Economics (Cepea-Esalq/USP), in partnership with the Brazilian Floriculture Institute (Ibraflor), indicated that the sector's GDP jumped from R$ 10 billion in 2017 to R$ 18.4 billion in 2022, an increase of 83.4%. The domestic market absorbs 97.5% of production, with São Paulo concentrating 75% of the supply and accounting for 55% of national consumption.
Despite the progress, the segment faces logistical challenges, especially due to climate change and the need for improvements in distribution. The adoption of real-time tracking technologies, automation of logistics processes, and expansion of strategic partnerships are essential measures to ensure efficient deliveries. With increasingly demanding consumers, offering speed and quality in flower delivery can be the key to success in the market.
