With a strategy focused on enhancing the customer shopping experience, Espaço Smart, a steel frame ecosystem, expects to generate over R$40 million in e-commerce alone by 2025—double the previous year’s revenue. This growth will be driven by investments in Artificial Intelligence (AI) and the metaverse, technologies that promise to improve the shopping experience and customization of digitally marketed projects.
Currently, business interactions and home transactions conducted via e-commerce represent about 6% of the company’s revenue. ‘Precisely because of unfamiliarity with this format, we invest heavily in enhancing the experience on this channel. Our strategy has focused on offering the possibility to customize projects with just a few clicks—whether selecting finishes or financing options—all entirely digitally. We believe this channel still has significant room for growth,’ he adds.
To ensure a consistent experience in this sales format, the company relies on AI for organic customer acquisition with SEO-optimized texts, as well as automating and personalizing customer service through intelligent chatbots, which have optimized the brand’s digital operations by 45%.
Additionally, the technology is being used to adapt offers, recommendations, and content based on the user’s profile and behavior. ‘Since our customer base is broad, this measure is essential for assertive communication throughout the purchasing journey,’ explains Fernando Scheffer, Marketing Director and founder of Espaço Smart.
Investing in innovation for 2025
Another resource receiving special attention this year is metaverse solutions. Using this technology, the store offers a ‘village’ on its sales platform, allowing customers to virtually explore home projects, view details, interact with the 3D environment, and even simulate customizations—as if visiting their future home. ‘Through this possibility, we boost engagement and provide a much richer and more interactive shopping journey for our audience—an experience not very common in the construction sector,’ notes the executive.
According to Scheffer, combining these two technologies has been essential to increasing the brand’s average online sales ticket. This happens through two complementary pillars: intelligent personalization and recommendations, and an immersive experience for investments. ‘By analyzing customer preferences and behavior, AI suggests complementary products or versions the consumer might not have considered. Through the metaverse, this possibility becomes interactive, increasing customer interest,’ he adds.
Beyond investments in AI and the metaverse, the company plans other innovations focused on e-commerce. Efforts include digitizing B2B operations onto a fully customized platform for enterprise clients, featuring space for quotes, negotiations, and delivery management for large projects and construction. Another novelty is launching a platform exclusively for architects to submit projects and refer clients for Light Steel Frame construction.
‘With our home e-commerce platform, we bring a completely different way to buy property to the market. Every new step is designed to make this experience even more interesting and appealing to the public,’ concludes Scheffer.
