The growth of e-commerce is already a reality. Because, while the public previously preferred shopping in physical stores, today this reality is challenged by a greater preference for online channels. Not for nothing, according to the Brazilian Association of Electronic Commerce (ABComm), the segment grew by 10.5% in 2024, recording a revenue of R$ 204.3 billion. Given such significant representation, it is essential that the vertical invests in the right strategies to support its performance.
For years, we have been witnessing the strength and expansion of e-commerce. This movement gained even more significance, especially during the pandemic, when businesses had to adapt to the period of social isolation and migrate to platforms that assisted in meeting public demands.
But, while for some merchants this was a "temporary" measure, today this argument is refuted, considering the high customer adherence to online practices. That is, more and more people are connected and using tools that contribute to speed and convenience when shopping. Furthermore, the current client is more demanding and observant, which requires meticulous care.
In other words, more than just ensuring that products are available to meet demand, it is essential for organizations operating in e-commerce and aiming to enhance their reach to pay attention to five key aspects:
#1 Customer experience:Customer service should be seamless and integrated across all channels. In other words, it is essential to ensure personalized service that provides support, regardless of the digital platform the customer is browsing. This action is what ensures the conversion for the purchase and, consequently, its loyalty.
#2 Omnichannel:Complementing the previous topic, it is essential for companies to define how to integrate the service channels. Whether in the physical or digital environment, the consumer needs to feel the same care and support, from the product selection to the presentation of payment methods.
#3 Logistics:If the customer no longer wants to leave, the merchandise must reach them – but quickly. This is an effective strategy that has been adopted by major players, such as Mercado Livre. In this way, the organization needs to develop a logistical plan to meet deadlines and satisfy the client's expectations.
#4 Inventory management:There's no point in marketing without the guarantee that the product exists. In other words, it is essential to integrate stock data and information for better control of operations, whether physical or digital, to prevent disruptions.
#5 Artificial Intelligence:To ensure the effective execution of previous trends, it is essential to rely on technology support. In this context, AI emerges as a strong trend due to its versatility in supporting tasks ranging from automation of functions, such as customer service, pattern and data analysis, to strategy formulation, including operational control, security, and compliance.
All trends have in common the fact that they reinforce the importance of structuring operations. Regarding this, relying on robust and specialized solutions for this type of commercialization is essential, as they support all management, control, and above all, ensure greater efficiency and quality.
Even though e-commerce has experienced explosive growth — and, for many organizations, in an unstructured way — this is a modality that will continue to expand, considering current behaviors and preferences of the public. As proof of this, according to ABComm, this year the vertical is expected to reach a revenue of R$ 224.7 billion, expanding by more than 10% compared to 2024.
Therefore, for those who have not yet invested in establishing a presence in the digital environment or who do not seek to implement outreach strategies, they will certainly fall behind. Therefore, in addition to having the right resources, seeking the help of a specialized consultancy is an excellent step to determine the best course of action.
We live in the digital age. If having a store located in a strategic spot was once what guaranteed sales success, now, in addition to that, it is necessary to be on social media. As technology facilitates access, it is essential for merchants to keep up with this movement in pursuit of better results. After all, the future is not just "selling online," but providing a smooth, intelligent, and integrated experience to the consumer; retailers who do not adapt will likely lose ground.
