Brazilian e-commerce is undergoing a moment of rapid and challenging transformations. With the increasing digitization of consumption, more consumers have migrated to online shopping, driving the sector’s growth. However, this growth is not always linear. Many retailers still face obstacles in maintaining sustainable operations and converting visitors into recurring customers.
In a highly competitive environment, where consumer options are vast and expectations are increasingly high, understanding how to stand out and retain customers becomes crucial. In this context, strategic customer relationship management emerges as a decisive differentiator for the success of online stores.
According to data from CRM Report by Mailbiz, which analyzed thousands of e-commerce operations, the way businesses engage with their customer base can directly impact results.
1. Contact frequency and its impact on sales
Sending frequent communications is a relevant factor for the performance of online stores. According to the analyzed data, e-commerce businesses that send more than 30 campaigns per month achieve an average revenue of R$ 45,000, while those that send between 1 and 4 campaigns stay around R$ 2,333.
Thus, maintaining constant contact can help consolidate the brand in consumers’ memory. However, the effectiveness of this contact depends on the relevance of the content and audience segmentation.
2. The role of automation in customer conversion
Implementing automation directly impacts sales. Companies that use automated welcome flows achieve a revenue that is 143% higher than those that do not adopt this strategy.
Automation allows communications to be sent at the most appropriate time for each customer, avoiding gaps in the relationship and increasing the chances of conversion.
3. Abandoned cart recovery
Cart abandonment rates in e-commerce remain high, but the data shows that a structured approach can mitigate this issue. Companies that use automation for abandoned cart recovery via email and WhatsApp can recover up to R$ 298,000/month in sales that would otherwise be lost.
Automating these interactions also impacts the return on investment (ROI), which can reach up to R$ 9.01 in this type of campaign.
4. The relationship between contact list size and revenue
The data shows that e-commerce businesses with more than 100,000 contacts achieve an average revenue of R$ 33,835/month, while those with fewer than 5,000 contacts remain around R$ 1,584/month.
Thus, expanding the customer base, when done in a qualified manner, can directly influence financial results. Strategies such as active lead generation and efficient segmentation can contribute to this growth.
5. The impact of CRM on e-commerce organization
E-commerce businesses that use a structured CRM tool achieve an average revenue of R$ 21,900/month, while those that do not use one stay around R$ 5,300/month.
CRM is not just a repository of customer information but a resource that enables campaign personalization and improves communication throughout the consumer journey.
Structured relationship: the decisive factor for e-commerce growth
The data indicates that building a structured relationship with customers can make a difference in e-commerce performance. Communication frequency, the use of automation, and qualified contact acquisition are elements that directly impact results.
Analyzing this information can help retailers identify improvement points in their operations and structure more efficient strategies for customer retention and conversion.
Mailbiz is the ideal partner to boost sales and results in e-commerce! With over 5,000 clients, we offer personalized strategies and advanced technology in automation and CRM. Our team of experts helps you retain customers through tools such as lead generation, repurchase, campaign creation, landing pages, segmentation, automation, and cart recovery—all with an intuitive dashboard to simplify management.
