Brazil, January 2025: Global retail is expected to grow 8.4% annually by 2027, according to McKinsey data, while in Brazil, e-commerce projects an 18% increase in 2025, led by social commerce. Despite an expected slowdown in 2025, analyses presented during the world’s largest retail event in New York, NRF 2025, have reignited optimism in the sector.
Experts highlighted how technology, sustainability, and innovative experiences are transforming the market. “Retail is no longer just about consumption. It is becoming an environment for real experiences and connections,” says serial entrepreneur and businessman Guy Peixoto, who has founded and led over 11 companies in logistics, retail, and energy. And further, “Companies that balance innovation and environmental responsibility will have a competitive edge in the near future.”
Peixoto, author of the book ‘101 Essential Principles of Entrepreneurship’—a practical guide empowering business owners to expand their operations and diversify their portfolios—emphasizes that the changes require entrepreneurs to rethink their strategies: “The retail of the future will be guided by clear purposes and smart use of technology. It’s no longer enough just to sell; you must delight, engage, and respect both the consumer and the planet.”
The integration between physical and digital was also highlighted as an essential factor to engage Generation Z and Alpha consumers. These generations demand personalized experiences, transparency, and authenticity. Sustainability, the use of AI for personalization, and the creation of hybrid and gamified environments are also key themes for capturing their attention.
Five Retail Trends for the Coming Years
1. Personalization Driven by Artificial Intelligence (AI)
AI leads the retail revolution by offering personalized experiences and automating processes. “Consumers want tailored solutions, and data analysis will be the main driver of this transformation,” comments Peixoto.
However, resistance to the use of bots in Latin America remains significant, with only 17% of consumers comfortable with this technology. This underscores the importance of strategies that integrate automation without losing a human touch, such as hybrid and personalized customer service.
2. Sustainability as a Strategic Differentiator
ESG practices and the circular economy are top priorities for consumers. According to Euromonitor, five million products with sustainability labels were registered in 2024, covering 11 sectors and 25 countries.
‘Businesses that ignore sustainability will not survive,’ warns Peixoto. Moreover, consumers generally value brands that prove their environmental practices through concrete actions, including high-efficiency products and transparency in ecological impact.
3. Accelerated Growth of Social Commerce
Social networks are solidifying as sales platforms, combining entertainment and consumption. Data from the Brazilian Association of E-Commerce (ABComm) indicates that e-commerce in Brazil will grow 10% in 2025.
‘Real-time interaction and direct engagement with consumers are redefining brand-customer relationships,’ highlights Peixoto. For consumers, transparency, fluidity, and interactivity are fundamental pillars for loyalty.
4. Automation and Autonomous Operations
Automation is revolutionizing inventories and physical stores with technologies like robots, self-checkout systems, and digital twins. Cashier-less stores, such as the Amazon Go model, illustrate how sensors and AI can make shopping faster and more efficient.
Peixoto notes that ‘Brazil faces challenges in implementing these technologies affordably, but the gains in productivity and operational cost reduction are undeniable.’ Adopting automation in basic processes frees teams to focus on customer experience and strategic planning.
5. Physical Stores as Experience Centers
Despite digital advancements, physical spaces remain crucial in retail but with a new role: offering immersive experiences and strengthening emotional bonds with brands.
These stores are becoming interactive environments where consumers can experience products with augmented reality, participate in events, or even relax in integrated spaces, such as stores that combine cafés and lounge areas. ‘Physical stores need to be destinations, not just points of sale,’ concludes Peixoto.
Retail is moving toward an increasingly dynamic future, where the integration of technology, purpose, and innovation will be essential to serve more conscious and demanding consumers. The dilution of loyalty and the volatility of consumer behavior reinforce the need for agile and authentic strategies.
With optimistic outlooks and a focus on transformation, the retail sector is ready to redefine its role in the global landscape, delivering not just products but experiences that connect and inspire generations.
