Every year, retailers face the same dilemma: how to create irresistible discounts and attractive campaigns to stand out in the flood of promotions during each season
But, looking at this seasonal race, is it enough to sell more
Although all of this has its value in increasing the retailer's revenue, it will only be possible to have sustainable performance throughout the year when the entrepreneur undergoes a mindset shift: the use of automation and data to sell more efficiently and with sustainable operational effort. It is what I see as part of the future of smart e-commerce.
Looking back, a Black Friday, for example, it is not just the biggest sales event of the year; she is a thermometer of the market, revealing consumption patterns, customer behavior and operational efficiency. The big question that every retailer should ask themselves now is: what can I take from this experience to grow in the next year
Going beyond the tip of the iceberg
The modern retailer needs to accept that competitive pricing is only part of the equation. Consider the following scenario: you invested heavily in discounts, attracted massive traffic, but ended the campaign with hundreds of abandoned carts. What does this mean? That something deeper — and often neglected — needs to be resolved
This is where the strategic use of data and automation comes in. For example, segment offers for specific profiles, send personalized messages to customers who did not complete their purchases or offer special conditions to those who only visited a page, they are initiatives that transform lost interactions into real conversions
Furthermore, analyzing which products have the highest abandonment rate allows for more precise adjustments to your strategies. Maybe the discount is not attractive enough, or the target audience for that item was not correctly identified. Learning from these missed opportunities is a necessary step for growth. And this is visible in practice: according to Loja Integrada, retailers recovered over R$ 30 million in sales using abandoned cart tools just in 2024
Another important lesson that Black Friday leaves is the need for a robust operation. Those who prepared well for peak traffic times and high stock demand likely got ahead
To know, for example, which products were best sold or peak traffic times are essential for planning future campaigns. More than that, having an agile operation to adjust promotions in real time can be the difference between reaching or not reaching the goals
The power of data
Data analysis is the most valuable legacy that any seasonality can leave for your business. See how to use them to your advantage
- Prioritize the best-selling items: Which items had the highest demand? Stay tuned to these categories to highlight them in future campaigns
- Understand consumer behavior: Who bought what, and when? Use this information to segment your customers and improve your offers
- Prepare better: Products that were out of stock or remained unsold can be important indicators for planning 2025
- Adjust marketing campaigns: Historical data can guide adjustments in ads, email marketing and remarketing, making your next campaigns even more strategic
What remains, so
E-commerce platforms must go beyond simply providing tools to meet demands – they need to ease the entrepreneur's workload, especially during market peaks. It is necessary to act proactively for the retailers, identifying opportunities, taking actions and generating measurable growth autonomously
It is not about incremental changes – it's about rethinking e-commerce completely
