Brazilian retail grew 2.4% in July 2025, according to the Stone Retail Index (IVS), released by Forbes Brasil. While physical stores showed a more moderate increase of 0.7%, digital commerce experienced a 6.8% contraction during the period. Despite the momentary slowdown in e-commerce, experts highlight that marketplaces and digital strategies remain key players in the sector’s transformation, reinforcing the importance of an online presence for consistent and competitive results.
According to marketing and business strategy expert Frederico Burlamaqui, the growth of digital retail and the strength of marketplaces are directly linked to changes in Brazilian consumer behavior. ‘Today’s customer is more informed and connected. Many purchases start online, even when finalized in physical stores. Marketplaces combine variety, competitive pricing, and convenience, offering a secure and efficient experience for both consumers and brands,’ he explains.
Physical and digital experience
Burlamaqui explains that despite the rapid growth of online commerce, physical stores continue to play a strategic role, especially in segments requiring direct product interaction or specialized service. ‘Physical stores haven’t lost relevance, but they must reinvent themselves to meet new consumer expectations. Integrating the customer experience across physical and digital channels offers more convenience, comfort, and personalization. This not only increases customer satisfaction but also strengthens loyalty and boosts average order value, creating a virtuous cycle of engagement and revenue,’ he states.
Beyond integrating physical and digital stores, the professionalization of online retail becomes essential to maintaining competitiveness and meeting new consumer expectations. Investments in agile logistics, personalized service, and data analysis enable more targeted and effective campaigns, enhancing the shopping experience across all channels. ‘Marketplaces provide structure and traffic, but true success depends on careful management of product mix, delivery times, and consumer communication. Companies that see digital as a natural extension of their business achieve consistent and lasting results, building sustainable competitive advantage,’ he explains.
Expert tips for retailers adapting to the digital landscape
1 – Channel integration
Unifying inventory, pricing, and communication between physical and online stores creates a seamless customer experience, avoiding confusion and reinforcing trust. ‘When consumers perceive that a brand offers a continuous journey, whether shopping in-store or online, loyalty and average order value increase,’ explains Burlamaqui.
2 – Presence on strategic marketplaces
Choosing platforms aligned with the target audience and investing in positioning within them boosts visibility and sales. ‘It’s not just about being present—it’s about standing out. Marketplaces can bring traffic, but those who communicate clearly and segment effectively convert much more,’ says the expert.
3 – Logistics optimization
Ensuring competitive delivery times, efficient tracking, and reliable shipping is critical for customer satisfaction. ‘The delivery experience directly impacts brand perception. Logistics issues can destroy hard-earned reputation,’ warns Burlamaqui.
4 – Using data for personalization
Purchase and browsing data enable targeted offers and higher conversion rates. ‘Understanding consumer behavior allows brands to anticipate needs and offer exactly what they’re looking for, increasing engagement and sales,’ he explains.
5 – Team training
Training employees to excel in both physical and digital service ensures brand consistency. ‘Humanized service makes a difference. Well-prepared teams turn experiences into loyalty,’ emphasizes Burlamaqui.
6 – Investment in customer experience
Attractive packaging, efficient post-sale service, and attention to detail create perceived value and loyalty. ‘Experience isn’t just about price or product—it’s every interaction. Brands that invest in this stand out in the market,’ notes the expert.
7 – Adoption of support technology
CRM tools, marketing automation, and inventory management optimize processes and strategic decisions. ‘Technology enables efficiency and speed. Data-driven decision-making minimizes errors and maximizes opportunities,’ says Burlamaqui.
8 – Exploration of social commerce
Integrating sales with social media expands reach and facilitates impulse purchases. ‘Social media isn’t just a marketing channel—it’s a strategic sales point to engage and convert consumers,’ the expert reinforces.
9 – Monitoring performance metrics
Tracking conversion rates, cart abandonment, and average order value helps adjust strategies quickly. ‘Without measuring performance, course correction is impossible. Indicators show where to improve and invest more,’ warns Burlamaqui.
10 – Smart promotions
Time-limited and personalized campaigns drive engagement without compromising margins. ‘Well-planned promotions create urgency and perceived value but must be strategic to avoid affecting profitability,’ concludes the expert.
