The Brazilian Association of E-commerce (ABComm) estimates that the number of online buyers in Brazil is set to surpass 100 million by 2026. Additionally, Brazilian e-commerce has a revenue forecast of R$ 277 billion in 2028. These projections show an upward trajectory for the increase in average ticket, which is the average value of sales in a period.
With the favorable dynamics in e-commerce, entrepreneurs should pay attention to the main trends in global retail. “This is one of those historical moments where we have a greater chance of anticipating the future by observing trends that emerge in other countries and end up influencing Brazil. The Brazilian consumer is highly engaged in new technologies and innovative practices, especially in the digital environment,” highlights Marlon Freitas, founder and CMO of Agilize Online Accounting, a pioneer in the sector in Brazil.
Freitas also emphasizes that customer loyalty is essential for the evolution of e-commerce. “We live in a volatile world, where trends come and go quickly. In this context, many retailers are investing in building a long-term relationship with their customers, offering a human and personalized experience through technology. By using creativity, it’s possible to tailor service to the needs of each consumer, creating a closer and more meaningful connection,” explains the entrepreneur.
The digital environment offers countless conveniences for consumers, such as the convenience of shopping from home, a wide range of products, and the ability to compare prices quickly and effectively. E-commerce platforms are increasingly integrated with different payment solutions, such as digital wallets and easy installments, making the purchasing process more accessible for various performance levels.
Another important aspect in the Brazilian scenario is the use of WhatsApp as a sales channel. “In several stores, WhatsApp already surpasses traditional methods as the main means of interaction and closing sales. All the technological equipment is already available; it is up to the entrepreneur to use it in a creative and effective way to achieve the desired results,” adds Freitas.
How to deal with seasonality
Various sectors of e-commerce face demand fluctuations throughout the year, especially in seasonal periods, such as holidays. Therefore, seasonality directly impacts the revenue of many companies and should be considered in planning strategies. “The retailer needs to expand their knowledge, use the right tools, and choose good partners to help grow sustainably. Dealing well with these natural market movements is essential,” emphasizes
For the CMO of Agilize, preparation for these variations involves proper planning, robust cash flow, and identifying the opportunities that arise during these periods. “Opportunities or threats projections should be made broadly, regardless of each business’s situation. Adequate preparation prevents frustrations and ensures that the entrepreneur can take full advantage of high-demand periods,” concludes the executive.
