The prospects for Brazilian e-commerce are quite interesting. Online shopping has become popular with the population who, since the pandemic, it only increases the volume of purchases made digitally. So much, that the expectation of the Brazilian Association of Electronic Commerce (ABComm), it is that the growth curve of the sector will be maintained for the next four years. For 2024, the expectation is that an increase of 10 will be achieved,45% of the revenue compared to last year, totaling R$ 205,11 billion
The data is extremely positive, however, there are a good number of online stores that face gigantic challenges to achieve satisfactory results. There are countless reasons that can lead players in the sector to difficulties. They may start with poorly executed planning, facing issues with the store's visual design, technical issues, incorrect pricing, technical problems that hinder easy navigation for the consumer, logistical challenges, until reaching the issues that involve marketing for e-commerce
I believe that one of the worst mistakes that can be made by an online store is related to marketing, that often happens without planning and in many other cases occurs incorrectly. Defining a good marketing strategy is essential and the first step, of course, it is necessary to think about the type of consumer that one wishes to reach with the communications. The same applies to the development of the buying journey and the experience offered to the consumer from the beginning of the process to post-sales. An important ally is email marketing, means by which it is possible to be in contact with the customer, bring information about launches, promotions, special and customized actions, that promote customer loyalty, etc
Another serious failure is related to the service provided to the customer. It may seem obvious that providing good service is essential, but many online stores still neglect this care. To have an operative and effective chat, that can clarify consumer doubts at the time of purchase is essential. In the same way, it is essential to communicate to the customer about the progress of each order placed, with clear communications, fast and accurate
In addition to an adequate and well-structured marketing plan, online stores need tools that can streamline the processes of interaction with customers, in an intelligent and direct way. The 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, contribute directly to the increase in sales and customer loyalty
Other advantages related to marketing automation for online stores are linked to operational efficiency, given that the time spent on repetitive tasks ends up being reduced, what allows the team to focus on more strategic aspects of the business. Furthermore, automation enables the sending of segmented communications, based on the customer's browsing behavior. Thus, the chances of conversion are expanded in an interesting way
Finally, when adopting marketing automation, e-commerce gains access to valuable data, that allow for relevant adjustments to be made to the strategies adopted by the online store in real time, inclusive regarding the personalization of messages sent to the consumer, in such a way that a much stronger and more appropriate connection is established. If the customer feels that their needs are understood, is more likely to return to buy from that e-commerce, that provided a positive experience. This, not to mention the possibility of increasing the average ticket by adding to personalized service a recommendation of a product or service associated with the item that was purchased or by reminding that it is already time to acquire a recurring use product. As a consequence, it ends up resulting in the loyalty of that customer
Together, these strategies not only optimize resources, but also create a unique experience for the consumer, 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
