Delivery speed has become a decisive factor for the consumer experience in e-commerce. According to a recent Capterra survey, fast delivery is the most important criterion for customers, surpassing price and customer service. The study revealed that 56% of respondents associate satisfaction with a store to the shipping time, while 64% are influenced by the estimated time to receive their order. In the flower segment, urgency is even more relevant, as it involves a perishable product often purchased for special occasions. Plant delivery requires specific care to ensure arrangements arrive in perfect condition. Proper refrigeration, between 1°C and 7°C, and controlled humidity are essential factors for maintaining product quality. Additionally, appropriate packaging not only protects the structure of the flowers but also helps preserve their durability.
Another crucial point is choosing reliable carriers, especially for companies serving different regions of the country. The use of decentralized logistics hubs can optimize the process, reducing shipping times and ensuring products arrive fresh to the end consumer. If any damage occurs during transport, immediate reshipment policies demonstrate commitment to customer satisfaction and help build customer loyalty.
Change in consumer profile
The market has undergone significant transformations in recent years, driven by the growth of e-commerce and changes in consumer behavior. During the pandemic, demand for flowers increased both for gifting loved ones and for home decoration. Moreover, online purchases have 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 aged 18 and above, who purchase arrangements, vases, and bouquets for various occasions. This behavior reinforces the need to offer a diversified portfolio and agile shipping services to meet customer demands.
Sector growth and logistical challenges
The floriculture sector has shown significant growth in Brazil. A study by the Center for Advanced Studies in Applied Economics (Cepea-Esalq/USP), in partnership with the Brazilian Floriculture Institute (Ibraflor), found that the segment’s GDP jumped from R$ 10 billion in 2017 to R$ 18.4 billion in 2022, an 83.4% increase. The domestic market absorbs 97.5% of production, with São Paulo accounting for 75% of supply and 55% of national consumption.
Despite this advancement, the sector faces logistical challenges, especially due to climate change and the need for distribution improvements. The adoption of real-time tracking technologies, automation of logistics processes, and expansion of strategic partnerships are essential measures to ensure shipping efficiency. With increasingly demanding consumers, offering speed and quality in flower delivery can be the key differentiator for market success.
