The prospects of Brazilian e-commerce are quite interesting. Online shopping has become popular among the population, which has been increasing the volume of digitally made purchases since the pandemic. So much so that the Brazilian Association of Electronic Commerce (ABComm) expects the sector's growth curve to be maintained for the next four years. For 2024, the expectation is to achieve a 10.45% increase in revenue compared to last year, totaling R$ 205.11 billion.
The data is extremely positive, but there are a good number of online stores facing huge challenges to achieve satisfactory results. There are countless reasons that can lead industry players to difficulties. They can start with poorly executed planning, go through issues with the store's visual appearance, technical problems, incorrect pricing, technical issues that hinder easy navigation for the consumer, logistical challenges, up to marketing issues related to e-commerce.
I believe that one of the worst mistakes an online store can make is related to promotion, which often happens without planning and in many cases occurs incorrectly. Defining a good marketing strategy is essential, and the first step, of course, should be to consider the type of consumer you want to reach with your communications. The same applies to the development of the purchase journey and the experience offered to the consumer from the beginning of the process to post-sales. An important ally is email marketing, a means through which it is possible to stay in contact with the customer, provide information about launches, promotions, special and customized actions, which foster customer loyalty, etc.
Another serious flaw is related to the customer service provided. It may seem obvious that providing good service is essential, but many online stores still neglect this care. Having an operational and effective chat that can address the consumer's questions at the moment of purchase is essential. Similarly, it is essential to inform the customer about the progress of each order placed, with clear, quick, and accurate communications.
In addition to proper and well-structured marketing planning, online stores need tools that can streamline customer interaction processes in an intelligent and direct manner. Automation and personalization of marketing are effective ways to achieve these goals. After all, in addition to optimizing processes, the measures contribute to improving the customer experience and, consequently, directly contribute to increased sales and customer loyalty.
Other advantages related to marketing automation for online stores are linked to operational efficiency, as the time spent on repetitive tasks is reduced, allowing the team to focus on more strategic aspects of the business. Furthermore, automation enables the sending of targeted communications based on the customer's browsing behavior. Thus, the chances of conversion are significantly increased.
Finally, by adopting marketing automation, e-commerce gains access to valuable data that allows for relevant adjustments to the strategies adopted by the online store in real time, including regarding the personalization of messages sent to the consumer, so that a much stronger and more appropriate connection is established. If the customer feels that their needs are understood, they are more likely to return to that e-commerce site that provided a positive experience. Yes, not to mention the possibility of increasing the average ticket by adding to the personalized service a recommendation of a product or service related to the item purchased or reminding that it's already time to acquire a recurring-use product. As a consequence, that client ends up becoming loyal.
Together, these strategies not only optimize resources but also create a unique experience for the consumer, an essential point for the growth and sustainability of the business. In an increasingly dynamic market, investing in these areas is a smart decision for any e-commerce looking to stand out.
