With the highest global e-commerce growth in 2024, and a 16% increase in online sales, e-commerce in Brazil is at the center of a digital revolution that continues to grow, as shown by the Latin America Digital Transformation Report 2024. Today, e-commerce in Brazil represents 11% of total retail sales, demonstrating the strong digitalization of consumption in the country, but there is still plenty of room for growth.
With this in mind, the retail market has heavily invested in hyper-personalization of online shopping, and with the evolution of artificial intelligence (AI), the opportunities are endless. While browsing, consumers not only find what they’re looking for more easily but also receive highly personalized recommendations that make the shopping journey more intuitive and efficient. In retail, this technology is already a reality: a recent Nvidia study indicates that nine out of ten companies in the sector use or are implementing AI in their operations.
At Grupo Fujioka, artificial intelligence has been key to transforming the consumer’s relationship with the platform. Frederico Godoy, manager of Fujioka’s B2B e-commerce, explains that the website analyzes customer navigation in real-time to strategically suggest products. ‘Our AI model observes user behavior, from what they search for to their interaction with different categories, and adjusts recommendations based on this information,’ he highlights.
Personalization happens dynamically. If a customer visits the notebook section, for example, they may receive suggestions for similar models. If they add a product to the cart, the AI understands the context and offers complementary accessories like mice, keyboards, and backpacks, increasing the accuracy of the recommendation. This level of personalization helps consumers find what they want faster, reducing search time and making the experience more fluid.
Beyond product recommendations, AI also assists in pricing and analyzing consumption trends. ‘The technology not only suggests similar items but also cross-references purchase behavior data from different users to identify market patterns and emerging trends,’ explains Frederico. This allows Grupo Fujioka to adjust its commercial strategy more precisely, optimizing inventory and offering targeted promotions to the right audience.
The results of this strategy are already noticeable. According to Frederico, the impact of artificial intelligence can be measured in different ways, but the most visible is the increase in browsing time and sales conversion. ‘We’ve noticed that customers spend more time on the site, explore more pages, and, most importantly, add more products to their carts. The conversion rate has risen, and the average purchase value has also grown,’ he states.
E-commerce of the future
For Frederico, AI will continue to evolve, making consumer interaction with platforms even more intuitive. ‘The trend is for navigation to move beyond clicks and become a chat with artificial intelligence. Research and purchases will be made through an interactive conversation where AI understands and responds to customer needs in real-time,’ he predicts.
Another major bet for the future is the integration of AI with Augmented Reality (AR) and Virtual Reality (VR). According to Frederico, this innovation will allow consumers to interact with products before purchasing. ‘With AI-generated 3D models, it will be possible to visualize an item in a real environment or try it virtually, increasing confidence in purchasing decisions,’ he explains.
Artificial intelligence is no longer a distant trend—it is redefining how we shop and interact with brands. At Fujioka and many other retail companies, the technology is solidifying as a strategic pillar to deliver a faster, more personalized, and efficient experience, connecting consumers and products in increasingly smarter ways.
