In a scenario marked by persistent inflation and high interest rates, Brazilian small and medium-sized enterprises (SMEs) have been demonstrating resilience and growth potential by investing in e-commerce as a strategic channel. In the first quarter of 2025, entrepreneurs using the digital platforms of LWSA, which brings together the brands Bling (ERP), Tray (e-commerce), Bagy (social commerce), and others, generated R$ 18.2 billion in sales, representing a growth of 14.5% compared to the same period the previous year.
The growth is particularly notable among retailers operating their own stores, whose revenue grew by 14.1% in the period, reinforcing the tendency towards channel diversification and greater control over brand, margin, and consumer relationships.
According to Marcelo Navarini, director of Bling, this performance is a direct result of the combination of planning, efficient management, and the use of technological tools. “Even with economic challenges, those who organize themselves and invest in the right solutions can grow. A well-structured ERP allows you to track cash flow, control inventory, issue invoices, and even predict demand more securely,” he says.
Currently, LWSA serves more than 700,000 customers – most of them SMEs. The net revenue of the Commerce segment of the company totaled R$ 244.2 million in the first quarter of this year, a 12.6% increase year-over-year. Part of this growth also comes from the strengthening of multichannel sales strategies, which include simultaneous presence in marketplaces, social networks, and the TikTok Shop.
According to Thiago Mazeto, the director of Tray, the secret lies in anticipating high consumption dates, such as Valentine’s Day, Black Friday, Christmas, and even major events like The Town in São Paulo. “With Tray, the merchant can create their store, integrate with various channels, and control everything on a single platform, maximizing sales efficiently”, he affirms. The multichannel strategy also allows for improving marketing campaigns, automating operational processes, and enhancing the quality of the final customer experience.
77% of consumers shop online and in physical stores
This digital effort resonates with consumer behavior. The CX Trends 2025 study, conducted by Octadesk in partnership with Opinion Box, shows that 60% of Brazilian consumers are already impacted by artificial intelligence and hyper-personalization in the purchasing process. Additionally, 77% of respondents purchased both online and in physical stores in the last 12 months, revealing a consolidated hybrid pattern. The main purchase channels are online stores (68%), marketplaces (66%), and physical retail (64%).
Among the criteria most valued by consumers are free shipping (62%), product or service quality (56%), and competitive pricing (53%). On the other hand, delivery delays (24%), misleading advertising (24%), and poor product quality (26%) are among the main reasons for abandonment or complaints.
According to Rodrigo Ricco, CEO of Octadesk, technology should always go hand in hand with empathy. “Technology needs to facilitate and personalize but without replacing human contact. Hybrid customer service, which combines automation with closeness, is now a real competitive advantage”, he concludes.
