In a scenario marked by persistent inflation and high interest rates, Brazilian small and medium-sized enterprises (SMEs) have shown resilience and growth potential by betting on e-commerce as a strategic channel. In the first quarter of 2025, entrepreneurs using LWSA’s digital platforms—which include brands like Bling (ERP), Tray (e-commerce), Bagy (social commerce), and others—processed R$18.2 billion in sales, representing a 14.5% growth compared to the same period the previous year.
This growth is particularly notable among merchants operating their own stores, whose revenue grew by 14.1% during the period, reinforcing the trend of channel diversification and greater control over branding, margins, and customer relationships.
For Marcelo Navarini, director of Bling, this performance is a direct result of combining planning, efficient management, and the use of technological tools. ‘Even with economic challenges, those who organize themselves and invest in the right solutions can grow. A well-structured ERP allows tracking cash flow, managing inventory, issuing invoices, and even forecasting demand with greater confidence,’ he says.
Currently, LWSA serves over 700,000 clients—most of them SMEs. The company’s Commerce segment reported net revenue of R$244.2 million in the first quarter of this year, a 12.6% year-over-year increase. Part of this growth also comes from strengthening multichannel sales strategies, which include simultaneous presence on marketplaces, social networks, and TikTok Shop.
According to Thiago Mazeto, director of Tray, the secret lies in anticipating high-consumption dates like Valentine’s Day, Black Friday, Christmas, and even major events like The Town in São Paulo. ‘With Tray, merchants can create their stores, integrate with multiple channels, and manage everything on a single platform, boosting sales efficiently,’ he says. The multichannel strategy also improves marketing campaigns, automates operational processes, and enhances the end-customer experience.
77% of consumers shop both online and in physical stores
This digital effort resonates with consumer behavior. The CX Trends 2025 study, conducted by Octadesk in partnership with Opinion Box, shows that 60% of Brazilian consumers are already impacted by artificial intelligence and hyper-personalization in the purchasing process. Additionally, 77% of respondents shopped both online and in physical stores in the last 12 months, revealing a consolidated hybrid pattern. The main purchasing channels are online stores (68%), marketplaces (66%), and physical retail (64%).
Among the most valued criteria for consumers are free shipping (62%), product or service quality (56%), and competitive pricing (53%). On the other hand, delivery delays (24%), misleading advertising (24%), and poor product quality (26%) are among the main reasons for abandonment or complaints.
For Rodrigo Ricco, CEO of Octadesk, technology must always go hand in hand with empathy. ‘Technology should facilitate and personalize, but without replacing human contact. Hybrid customer service, which combines automation with proximity, is now a real competitive differentiator,’ he concludes.
