According to The Global Payments Report 2022 , the global e-commerce market is expected to grow by 55.3% by the end of next year, reaching a transaction value of over US$8 trillion. In Brazil, the scenario is even more promising, with a projected 95% increase in online sales, reaching a total of US$79 billion. This outlook is encouraging, but to achieve this goal, brands need to go beyond classic sales strategies (such as discounts and free shipping) and marketing strategies, such as limiting content to social media, especially at the beginning of the year, a period marked by project reviews and planning for the next cycle.
Today, the market itself offers alternatives that generate a greater impact on the relationship between brand and audience, but which are often overlooked, such as affiliate marketing.
Referral work
One of the main examples is affiliate marketing, a strategy in which partners promote a brand's products or services in exchange for commissions on sales or actions carried out based on recommendations. This approach allows companies to expand their reach and sales without direct investment in advertising, since payment is made only for results generated by affiliates.
To give you an idea of the strategy's impact, in the United States, affiliate marketing represents approximately 15% of total digital media revenue and 16% of e-commerce sales during 2024. Considering the local context, the tactic has gained even more strength. According to a report by Admitad, the number of affiliates in Brazil increased by 8% in 2023. It's worth noting that retail dominates the expansion of the concept in the country, accounting for 43% of this market's revenue.
For the coming years, one of the major trends is the integration of artificial intelligence into affiliate campaigns. This is because the technology will be used to optimize content creation, segment audiences more precisely, and even predict consumer trends. In other words, brands will be able to offer personalized and more relevant promotions to their audience, maximizing conversions based on data collected and evaluated in real time.
Furthermore, more and more consumers are using virtual assistants to find deals, requiring an adaptation in SEO strategies to ensure that their promotions and products are among the first to appear in search results. For retailers, this optimization can be an interesting competitive advantage aimed at improving the performance of both affiliates and partner brands.
Influence of all sizes
Another essential aspect is strategies focused on social media, especially with the support of micro and nano-influencers. Despite having smaller audiences, these creators tend to have high levels of engagement and trust, making them a sure bet. Their authentic recommendations, combined with exclusive offers, tend to generate a significant impact on sales.
In line with this, it's important to keep in mind that influencer marketing is a very powerful practice in Brazil, since the country is a world leader in the number of digital influencers on Instagram. According to research by Nielsen, there are more than 10.5 million influencers with approximately one thousand followers on the network, in addition to another 500,000 with more than 10,000 fans.
Once again, AI comes into play as a tool that facilitates the matching of brands and content producers. Furthermore, it enhances the personalization of offers, adjusting them based on user behavior.
Money that goes and comes back
Finally, cashback and coupon strategies remain popular, especially during periods of economic instability. Companies that promote these offers have a greater chance of attracting consumers seeking to maximize their discounts, as the benefit is highlighted by the public among loyalty programs, according to research published last year by the Brazilian Association of Loyalty Market Companies (Abemf).
Therefore, it's possible to say that brands that invest in innovative strategies, such as affiliate marketing, the intelligent use of AI, and the power of micro-influencers, have a greater chance of capturing consumers' attention and increasing their revenue. After all, personalized and relevant experiences have the power to transform purchase intentions into sales conversions.
