Christmas is the most important date for commerce, especially for e-commerce. This year, sales in this segment are expected to reach R$ 23.33 billion, representing a 9.91% increase compared to the R$ 21.23 billion recorded in 2023. The estimate is from the Brazilian Association of Electronic Commerce (ABComm), which considers the period from the start of Black Friday until December 24th.
This year, the average ticket for purchases is expected to rise to R$ 639, with an anticipated 36.48 million orders during the period. In 2023, the average ticket was R$ 611, and the total number of orders reached 34.74 million.
In addition to main categories such as cell phones, appliances, electronics, toys, and fashion, the cosmetics segment is among those that have experienced the most growth in search volume in recent months. To further boost revenue, ABComm recommends that retailers use paid digital channels, social media, email marketing, and WhatsApp messages, among other strategies for promoting and selling products.
It is good to remember that Christmas, being a time of many sales, also raises alerts about possible frauds. The entity, in collaboration with market experts, emphasizes that consumers should be wary of extremely low prices and always prioritize trustworthy websites.
“We are optimistic that Christmas sales in 2024 will exceed our projections, reflecting the growing consumer engagement in e-commerce. The segment continues to gain market share, especially on festive dates, due to the practicality, savings and diversity of options it offers. The ease of comparing prices, taking advantage of promotions and making purchases with just a few clicks has been the decisive differentiator for the public”, highlights Mauricio Salvador, president of ABComm.
