The speed of delivery has become a decisive factor for the consumer experience in e-commerce. According to a recent Capterra survey, delivery speed is the most important criterion for customers, surpassing price and service. The survey revealed that 56% of respondents associate satisfaction with a store to the shipping time, while 64% are influenced by the estimated delivery time. In the flower segment, urgency is even more relevant, as it is a perishable product often purchased for special occasions.The delivery of plants requires specific care to ensure that arrangements arrive at their destination in perfect condition. Proper refrigeration, between 1°C and 7°C, and controlled humidity are essential factors to maintain product quality. Furthermore, appropriate packaging not only protects the structure of the flowers but also helps preserve their durability.
Another key point is the choice of reliable carriers, especially for companies that serve different regions of the country. The use of decentralized logistics hubs can optimize the process, reducing shipping times and ensuring that products reach the final consumer fresh. In case of any damage during transportation, immediate reshipment policies demonstrate a commitment to customer satisfaction and help retain the audience.
Change in consumer profile
THEmarkethas undergone significant transformations in recent years, driven by the growth of e-commerce and changes in consumer profiles. During the pandemic, the search for flowers increased both to gift loved ones and to decorate home environments. Furthermore, online shopping has democratized access to floral arrangements, expanding the age range of consumers.
Previously, most buyers were over 35 years old, but today there is a significant participation of young people from 18 years old, who purchase arrangements, vases, and bouquets for various occasions. This behavior reinforces the need to offer a diversified portfolio and an agile shipping service to meet the demands of the public.
Sector growth and logistical challenges
The floriculture sector has been experiencing significant growth in Brazil. A study by the Advanced Center for Applied Economics Studies (Cepea-Esalq/USP), in partnership with the Brazilian Institute of Floriculture (Ibraflor), indicated that the GDP of the segment jumped from R$ 10 billion in 2017 to R$ 18.4 billion in 2022, an increase of 83.4%. The domestic market absorbs 97.5% of the production, with São Paulo concentrating 75% of the supply and accounting for 55% of national consumption.
Despite the progress, the segment faces logistical challenges, especially due to climate change and the need for improvement in distribution. The adoption of real-time tracking technologies, logistics process automation, and the expansion of strategic partnerships are essential measures to ensure efficiency in shipments. With consumers becoming increasingly demanding, offering speed and quality in flower delivery can be the key to success in the market.
