The Brazilian retail sector grew by 2.4% in July 2025, according to the Stone Retail Index (IVS) released by Forbes Brasil. While physical stores showed a more moderate growth of 0.7%, digital commerce experienced a decline of 6.8% in the period. Despite the temporary slowdown in e-commerce, experts emphasize that marketplaces and digital strategies continue to be key players in the sector’s transformation, reinforcing the importance of online presence for consistent and competitive results.
According to marketing and business strategy expert Frederico Burlamaqui, the growth of digital retail and the strength of marketplaces are directly linked to changes in Brazilian consumer behavior. “Today’s customer is more informed and connected. Many purchases start online, even if they are finalized in a physical store. Marketplaces bring together variety, competitive pricing, and convenience, providing a safe and efficient experience for both consumers and brands,” he explains.
Physical and digital experience
Burlamaqui explains that despite the rapid growth of online commerce, physical stores continue to play a strategic role, especially in segments that require direct interaction with the product or specialized service. “Physical stores have not lost relevance, but they need to reinvent themselves to meet the new consumer expectations. Integrating the customer experience in physical and digital spaces allows for more convenience, comfort, and personalization. This not only increases consumer satisfaction but also strengthens loyalty, enhances average spending, creating a virtuous cycle of engagement and revenue,” he states.
In addition to integrating physical and digital stores, the professionalization of online retail becomes an essential factor to maintain competitiveness and meet new consumer expectations. At this point, investments in agile logistics, personalized service, and data analysis allow campaigns to be more targeted and assertive, enhancing the shopping experience across all channels. “Marketplaces offer structure and traffic, but true success depends on careful management of product mix, delivery times, and communication with the consumer. Companies that see digital as a natural extension of the business achieve consistent and lasting results, building sustainable competitive advantage,” explains.
Specialist tips for retailers to adapt to the digital landscape
1 – Channel integration
Unifying inventory, prices, and communication between physical and online stores creates a seamless experience for the customer, avoiding confusion and reinforcing trust. “When the consumer realizes that the brand offers a continuous journey, whether by buying in-store or through e-commerce, it increases loyalty and the average ticket,” explains Burlamaqui.
2 – Presence in strategic marketplaces
Choosing platforms that resonate with the target audience and investing in positioning within them increases visibility and sales. “It’s not just about being present, but about standing out. Marketplaces can bring traffic, but those who communicate clearly and segmented can convert much more,” says the specialist.
3 – Logistic optimization
Ensuring competitive deadlines, efficient tracking, and reliable deliveries is crucial for customer satisfaction. ‘The delivery experience directly impacts brand perception. Logistics problems can destroy the reputation built with effort,’ warns Burlamaqui.
4 – Use of data for personalization
Purchase and navigation information allows for creating segmented offers and increasing conversion. ‘Those who understand consumer behavior can anticipate needs and offer exactly what they are looking for, increasing engagement and sales,’ explains.
3 – Team training
Empowering employees to provide good service both physically and digitally ensures brand consistency. ‘Personalized service makes a difference. Well-prepared teams turn experiences into loyalty,’ highlights Burlamaqui.
4 – Investment in customer experience
Attractive packaging, efficient after-sales, and attention to detail generate value perception and loyalty. ‘Experience is not just price or product; it’s every interaction. Brands that invest in this differentiate themselves in the market,’ comments the specialist.
5 – Adoption of supporting technology
CRM tools, marketing automation, and inventory management help optimize processes and strategic decisions. ‘Technology enables efficiency and speed. Those who use data to make decisions minimize errors and maximize opportunities,’ says Burlamaqui.
6 – Exploration of social commerce
Integrating sales into social networks expands reach and facilitates impulse purchases. ‘Social networks are not just marketing channels; they are strategic sales points to engage and convert consumers,’ emphasizes the specialist.
7 – Monitoring performance metrics
Tracking conversion rate, cart abandonment, and average ticket helps to adjust strategies quickly. “Without measuring performance, there’s no way to correct routes. Indicators show where to improve and where to invest more,” warns Burlamaqui.
8 – Smart promotions
Time-limited and personalized campaigns stimulate engagement without compromising margin. “Well-planned promotions create a sense of urgency and perceived value, but need to be strategic to not affect profitability,” concludes the expert.
