The online shopping segment is one of the most efficient in recent years. To provide some context, in 2024, the Brazilian e-commerce market generated over R$ 204 billion, representing a growth of 10.5% compared to 2023. These figures are from ABComm, which also indicates that revenue is expected to reach R$ 224.7 billion in 2025, with an increase of 10%.
With technological advancements, more complex shopping journeys, and increasingly demanding consumers, selling online goes far beyond merely delivering services and products. This is where requirements such as 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.
To help you, dear reader, 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 begin by emphasizing that automation does not mean 'coldness' or detachment. When well implemented, automation does quite the opposite. Through it, managers can free up their 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, which has led to a high demand for more personalized services, products, and campaigns. Therefore, beyond being a technological matter, personalization is a strategic choice, as it is through it that brands can generate connection and campaigns with their target audience, increase engagement with their brand/company, and consequently, the number of loyal customers;
- Multi-channel: You are impacted by a TV campaign, start researching further 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 see even more amazing developments in the coming years. The overall goal is to attract, engage, and turn customers into fans and brand ambassadors. Think about it!
