The online shopping segment is one of the most efficient in recent years. To give an idea, in 2024, Brazilian e-commerce moved over R$204 billion, representing a 10.5% increase compared to 2023. These are data from ABComm, which also indicates that by 2025, the expected revenue will reach R$224.7 billion, with a 10% increase.
With technological advancements, more complex shopping journeys, and increasingly demanding consumers, the act of selling online goes far beyond just delivering services and products. And this is where requirements such as data, automation, personalization, and integrated channels come into play. Today, these are the essential pillars for those who want not only to survive but to thrive and stand out in e-commerce.
For you, dear reader, to understand a little better, I will explain these points:
- Data:Data can be considered the new fuels for online retail. That's why companies that invest in analytics are able to better understand their customers' profiles, forecast demand, optimize inventories, and create more effective campaigns. It is precisely through data that managers are able to make faster and more efficient decisions, especially in an increasingly fast-paced world.
- Automation:Here I start by emphasizing that automation does not mean 'coldness' or detachment. Automation, when well implemented, goes precisely in the opposite direction. Through it, managers can free up teams to focus on strategies and creativity, while robots handle the operational tasks;
- Hyper-personalization:As I mentioned at the beginning of this text, consumers are becoming increasingly demanding, and this has led to a high demand for more personalized services, products, and campaigns. Therefore, more than a technological issue, customization is a strategic choice, as it is through it that brands can generate connection and campaigns with their target audience, and increase engagement with their brand/company and, consequently, the number of loyal customers;
- Multichannel:You are impacted by a TV campaign, start researching a bit more on the internet, check the brand's reputation on different platforms, talk to other customers via WhatsApp, and finally go to the physical store to make a purchase. This is just one example of how the buying journey is no longer linear. Therefore, it is extremely important to engage and keep the customer active;
Finally, it is a fact that online retail has undergone many transformations, and believe it or not, we will have even more incredible news in the coming years. The proposal, in general, is to attract, engage, and turn customers into fans and brand ambassadors. Think about it!
