Viral trends represent a golden opportunity to increase sales, but it’s crucial to know how and when to engage with them — and, most importantly, when to exit. For Ecommerce na Prática, the global leader in e-commerce education, entrepreneurs must take a strategic approach to leverage trends, attract new customers, strengthen their brand, and focus on retaining this audience.
“We see the impact of these trends very clearly. An example is the 2000% increase in products sold with the name ‘capybara’ listed on Nuvemshop’s platform. This shows how internet cultural behaviors can directly influence e-commerce. But it’s essential to act mindfully and not get carried away by emotion,” says Ana Clara Magalhães, marketing specialist and senior acquisition manager at Ecommerce na Prática.
Check out the expert’s top tips for turning a trend into a sales opportunity:
1) Pay attention to societal movements: Understanding what’s happening in the world — and on the internet — is the first step. Trends emerge from memes, viral videos, influencers, or social movements. “You don’t need to follow everything that’s trending, but you should identify what resonates with your audience. This requires active social media listening and curiosity to track trends. Only then can you recognize when there’s real potential to turn it into a product,” explains Ana Clara.
2) Adapt the trend to your niche: Not every trend needs to be followed rigidly—the best approach is to adapt what’s trending to your brand’s identity or your audience’s interests, creating stronger connections and sales. “In the case of capybaras, for example, you don’t necessarily have to sell plush toys. You could use the theme in a print, decoration, campaign references, or even in social media content. The key is to incorporate what’s going viral in a way that makes sense for your business,” she advises.
3) Test before heavy investment: Before committing heavily to a new demand, experiment first. Try a limited launch or even a made-to-order product to gauge market reception. “Small tests prevent losses and help determine whether a trend has longevity or will peak and decline. Usually, the latter happens, whether in the short or medium term, so stocking up on inventory may not be the best initial approach. In digital, everything changes very quickly, so experimentation is a valuable ally,” advises Ana.
4) Prepare to restock quickly: When a product starts selling well, response time must be fast; good negotiations with suppliers and logistics partners will make all the difference. “On the other hand, delays can make you miss the best part of the trend. That’s why you should always have a Plan B for restocking and assess whether your supplier can meet the pace the trend demands,” highlights the manager.
5) Use the trend to retain customers: Beyond selling, trends can be an entry point to building relationships with new customers. “If someone comes to your store because of a viral product, this is the moment to showcase other differentiators of your business. Send a free gift, offer a coupon for the next purchase, or have your website ready to bundle complementary or similar offers to increase the average immediate order value or encourage repeat purchases. The first interaction is crucial to providing a good customer experience and starting retention strategies,” concludes Ana Clara.
