The second quarter of the year, Q2/2024, brought the main indicators for the marketplace sector in Brazil, from sales, operations, and customer service to relevant events in the ecosystem in Q2, as well as highlight marketplaces and a general sales calendar outlook.
According to data from the ANYTOOLS platform, which accounts for more than 10% of the country's marketplace revenue, the period from April to June revealed important trends for sellers seeking to optimize their sales performance and boost operational efficiency for the next semester of the year.
The report shows that the marketplaces recorded a significant increase in the number of orders, with a growth of over two digits, totaling 16.24% for the quarter in question. Meanwhile, there was a 9.20% decrease in the average ticket value, reflecting a purchasing behavior focused on acquiring more lower-value items rather than a few expensive items.
For the CEO of ANYTOOLS, Victor Eduardo Cobo, the rapid changes in the digital sales landscape, economic interference, and consumer behavior increasingly demand more from the seller. "The data shows a constantly evolving marketplace ecosystem, to the point of being significant enough to be a specific business; and we observe consumer adaptation to new economic realities within it. Our goal with this report is to provide sellers with strategic information that helps them optimize their operations and maximize their sales, focusing their energy where it makes sense. ANYTOOLS produces the report quarterly for the entire market, while our clients have access to this information daily, so everyone can act with these data at hand. Together, we can drive growth and excellence in the marketplace ecosystem," he reports.
According to PhD in Economics, João Ricardo Tonin, "we can observe consumers' search for discounts and low-ticket products. Still a result of the post-pandemic effects, we have noticed consumers more indebted and with a more limited purchasing power. This condition is not exclusive to Brazil, being a global trend. In this context, it is natural for consumers to be more attentive to promotions, seek more affordable products, and choose to parcel their purchases over longer periods."
The economist also points out that "although there are expectations of a slight improvement in this scenario in the second half of the year, it is always recommended to stay vigilant. The highlight was the growth of major Asian retailers offering lower-priced products targeted at consumers in emerging markets, such as Brazil. The need for these companies to gain market share aligns with consumers' search for discounts and low-ticket products. It is likely that this movement will continue to gain strength in the coming months, given that consumers' financial condition will not change in the short term," he explains.
But how to get ahead?
The commercial director of ANYTOOLS, André Gonçalves Pereira, highlights that the key advantage for sellers is the ability to have, with the report, a detailed view of the main market indicators and compare it with the reality of their operation for strategic decision-making.
"We always like to see the 'half full glass.' This means that sellers have, in hand, not only the indicator details but also the purchasing pattern that consumers have had in this current scenario. All of this leads the seller to invest in new strategies, according to the consumer profile, starting, for example, by refining the sales strategy to align with the customer's buying profile. Electronic and higher-value products are purchased less frequently and require a more consultative service. On the other hand, lower-value products and frequent purchases demand not only a lower price but also attention to shipping costs and delivery time," he suggests.
Logistics and Consumer Behavior
The experts' tip is for sellers to focus on offering free shipping or advantageous shipping conditions for products, and how to achieve this also for low-ticket items, especially those that are recurring purchases, ensuring that customers receive their products quickly, without frustrations.
Average Ticket and Subcategory Performance
It is essential to monitor and compare the average tickets of sub-products within each category. A difference in the average ticket does not necessarily indicate a higher sales volume, but it may signal better performance regarding the average price. Just as the market is practicing a higher average ticket than the seller's and showing whether it is losing margin.
Importance of Customer Service
Efficient customer service is crucial to increasing sales conversion. Responding quickly to consumer questions can reduce hesitation at the time of purchase and even post-purchase regrets. The tip is to use Artificial Intelligence to accelerate customer service, responding outside of business hours and on weekends, like Mia, who can serve within the context and in a humanized manner. Quick responses increase conversion chances and are important for marketplace reputation, especially when they prevent cancellations.
Planning for Black Friday and Special Dates
Q2 showed us that the days with the highest sales occurred on the days leading up to Mother's Day and Valentine's Day. So, what special dates do sellers need to prepare for in Q3 and the second half of 2024? Although Black Friday occurs only in November, planning should start now.
The purchasing trends of the first semester, such as the preference for lower average ticket products, are valuable indicators for Black Friday. In this sense, having this assortment is important, but it is also necessary to observe the payment methods, with installments that fit within people's budgets. Another tip is to strengthen relationships with suppliers to ensure stock during Black Friday and consider extending promotions for an entire week, taking advantage of consumers' thirteenth salary.
Growth Strategies
Ensure investments in technology and employee training, as well as stay attentive to market innovations and adjust strategies to remain competitive. To increase the chances of success in online retail, sellers should regularly monitor their performance, compare it with the market, and keep their strategies updated. Connecting to marketplaces through hubs, keeping financial reconciliation up to date, and adopting Artificial Intelligence technologies to assist with customer service and manage your reputation are essential practices to improve customer service and ensure consumer satisfaction, thereby guaranteeing sustainable growth.
