Despite the advancement of e-commerce platforms and the increase in the number of connected consumers, many Brazilian entrepreneurs continue to face difficulties in making a profit in the digital environment. In 2023, the national e-commerce market moved R$ 196.1 billion, according to the Ministry of Development, Industry, Commerce, and Services (MDIC). Even so, the mortality rate of digital businesses remains high—it is estimated that 70% of online stores do not survive past their second year of operation.
According to experts, a large part of these failures could be avoided with quality information and strategic organization. ‘Selling online is not just about creating a virtual store and waiting for results. It requires planning, technical knowledge, and attention to the customer experience. Many common mistakes end up compromising the entire operation,’ explains Paulo Silva, CEO of Filtrify,, the first market platform focused on intelligence for affiliates in digital marketing.
Below, the expert lists the five most frequent mistakes and advises on how to avoid them:
1. Lack of financial planning: separating personal accounts from business accounts and having a structured cash flow is still a challenge for many small businesses. ‘Without clear financial planning, the entrepreneur gets lost between expenses and revenues, and this affects important strategic decisions, such as investment in marketing or inventory replenishment,’ warns Paulo. Having a well-defined business plan, with realistic goals and market analysis, is essential for survival in e-commerce.
2. Poorly structured logistics: high shipping costs, long delivery times, and delivery issues are major contributors to abandoned carts, which in Brazil reach a rate of 82%, according to E-Commerce Radar. ‘The consumer wants convenience and speed. If shipping is expensive or delivery takes too long, they simply abandon the purchase,’ explains the expert. Investing in efficient logistics partnerships and tracking systems can make all the difference.
3. Poor customer experience: slow websites, poorly adapted for mobile, with incomplete descriptions and limited payment options harm the consumer journey. ‘Today, more than half of purchases are made via smartphone. If the site is not responsive or requires too many steps to payment, the chance of conversion plummets,’ highlights Paulo. The tip is to simplify the purchasing process and ensure the consumer easily finds what they need.
4. Unqualified traffic: attracting many visits to the site does not mean selling more. ‘Many entrepreneurs invest in traffic but do not analyze whether they are reaching the right audience. This leads to wasted budget and low conversion rates,’ says the CEO of Filtrify. The ideal is to work with data and segmentation to reach consumers who are genuinely interested in what is being offered.
5. Lack of effective customer service: the absence of quick and humanized service, whether pre- or post-sale, drives customers away and harms the brand’s reputation. ‘The consumer wants answers. Having clear contact channels and efficient support directly influences customer retention and the success of the online store,’ comments Paulo.
Despite the challenges, the expert points out that there are ways to reverse this scenario and improve results in e-commerce. ‘The good news is that all these points can be adjusted with organization and access to reliable information. Educational content, support platforms, and management tools can help digital entrepreneurs correct course and achieve more sustainable results,’ concludes Paulo Silva.
