According to the Brazilian Association of Electronic Commerce (ABComm), by 2026, Brazil will have over 100 million online buyers. To keep up with this demand and strong trend, companies find themselves obliged to adopt technologies that ensure efficiency and innovation within the digital realm. It’s no surprise, therefore, that the World Economic Forum indicates that next year, increasing digitalization will contribute approximately $100 trillion to the global economy, solidifying investment in digital tools as a strategic necessity for brands.
According to Gabriel Lima, CEO and founder of ENEXT, a consultancy specialized in full digital, the accelerated transformation goes beyond the possibility of boosting results, also providing clear competitive advantages, such as higher customer retention, increased revenue, and resource optimization. In the executive’s view, companies that do not invest in digital strengthening risk falling behind.
“Solutions such as artificial intelligence, data analytics, and intelligent logistics systems demonstrate tangible benefits by enhancing operational efficiency, reducing costs, and accelerating decision-making,” he says. “In an increasingly dynamic market, leveraging these innovations has become decisive for companies that want to stand out and thrive,” he adds.
With this in mind, the expert listed 5 digital solutions deemed indispensable for brands that want to stand out in the market next year. Check them out:
Automated retail media
Retail media is gaining ground as a strategic tool to increase ROI within marketplaces. Market data indicates that around 73% of purchasing decisions are influenced by personalized ads. Companies that bet on this solution can boost sales and strengthen their connection with consumers by offering products and conditions more aligned with their interests.
“In the current scenario, retail media is solidifying itself as one of the main tools to increase ROI in major marketplaces in the country such as Mercado Livre, Amazon, and Magazine Luiza,” says Lima. “The solution not only drives sales but also creates a more targeted and pleasant shopping experience for the user,” he points out.
AI for customer experience personalization
AI-based tools elevate the level of personalization in e-commerce, enabling better product suggestions and recommendations based on each user’s individual purchasing behavior. According to McKinsey data, AI-driven personalization solutions can generate up to a 40% increase in company revenue.
“The technology goes far beyond basic personalization. Through its high data analysis capacity, it becomes capable of understanding consumer purchasing behavior at an extremely detailed level, enabling better recommendations and more robust strategies,” explains Gabriel Lima.
Advanced SEO and performance optimization
Search engine optimization will also solidify itself as a central pillar in 2025. Advanced SEO strategies, combined with performance analysis, ensure that companies gain more organic traffic, reducing customer acquisition costs, while also helping brands achieve greater organic visibility within these search channels.
Cross-channel media management
Integrated campaigns across different and diverse channels, such as social networks, search and retail media, are responsible for ensuring a more consistent brand presence. According to the expert, with the expansion of AI and the possibility of omnichannel personalization, it is already possible to increase sales conversion rates by up to 25% thanks to this strategy.
“Cross-channel media management keeps consumers engaged and delivers consistent results. Omnichannel personalization is decisive for increasing customer retention and conversion across different touchpoints,” highlights ENEXT’s CEO.
Integrated CRM and Marketing Automation
The use of robust CRMs, integrated with marketing automation solutions, will also be indispensable in 2025. Thanks to these tools, brands can manage leads, retain customers, and automate personalized communications, contributing to improved conversion rates and optimizing customer experience and business results.
“Automating customer relationships is essential to ensure efficiency and offer personalized experiences at scale. In 2025, this will be critical for companies seeking sustainable growth,” concludes Lima.
