Part of the Brazilian consumer’s routine, e-commerce has been gaining more and more followers. So much so that, according to the Brazilian Association of Electronic Commerce (ABComm), the sector is expected to reach its eighth consecutive year of growth in 2025, with an increase of at least 10% in revenue compared to last year, surpassing R$ 234 billion.
“These expectations are interesting and entirely plausible, especially if online stores manage to develop good strategies for attracting new customers, increasing the average ticket size, retaining old customers, and, of course, if they work on reversing situations such as cart and browsing abandonment, which often don’t receive due attention”, analyzes Felipe Rodrigues, founder and CEO of Enviou – a platform specialized in tools and solutions to automate marketing for e-commerce.
According to the executive, it is now possible to use tools and platforms that directly assist in implementing strategies that can increase sales by up to 50%. The secret, in Rodrigues’ view, lies in the proper and combined use of available technologies.
“If the e-commerce team knows how to combine the right tools, create campaigns and actions that resonate with the consumer audience, and operate mechanisms to recover that customer who doesn’t complete their purchase, success is guaranteed!”, he highlights.
Felipe Rodrigues even points out 6 solutions that contribute to marketing automation and help increase online sales. They are:
-Email Marketing: it is one of consumers’ favorite tools for engaging with the stores where they usually shop, according to Opinion Box research. Through this channel, it is possible to deliver personalized content to the customer, at a low cost, in a creative and effective way. The traditional method, when well executed, yields relevant results.
-Abandoned Cart Recovery Tool: is another tool that has already demonstrated its potential. The technology detects when a purchase is not completed and the cart is abandoned and, automatically, sends special communications to the consumer, reminding them of the selected items and, in some cases, offering discount coupons to complete the purchase.
-Smart Rebuy: is a tool that will especially assist e-commerce stores that sell recurring-use products. The solution works based on a series of information, such as the average estimated time for the consumption of each product, the time interval between purchases of the same item by a series of customers, in addition to algorithms. Shortly before the item runs out at the customer’s home, the tool reminds them that it’s time to acquire it again.
-Browsing Abandonment: automatically identifies and tracks the browsing flow of customers who access online stores. If the consumer abandons the purchase process before even adding products to the shopping cart, the tool identifies which item was of interest and initiates a marketing automation journey through which the products are suggested via email, SMS, browser push, and/or WhatsApp.
-Custom Trigger: allows sending fully customized content to the customer when the action makes sense, according to the e-commerce communication strategy. The fully personalized information is also forwarded to customers via WhatsApp, SMS, email, or browser push.
-PIX Recovery Tool: a tool that operates automatically, through custom triggers, and monitors orders where the selected payment method is PIX, in order to send customized reminders to the consumer if they do not complete the purchase of that particular product or service, thus avoiding lost sales.
“These technologies can greatly enhance the sales performance of online stores, making life easier for e-commerce managers and marketing teams. Enviou’s multichannel marketing automation platform offers all these integrated solutions, which simplifies the routine and the monitoring of results, which can be verified through complete and detailed reports”, concludes Felipe Rodrigues, founder and CEO of Enviou.
