With the end of January, the prospects for e-commmerce in the coming years have become increasingly solid. Online commerce is one of the segments that stands out, with 56% of Brazilian consumers stating that they make more purchases online than in physical stores, according to a survey by Opinion Box.
Pointing the same way, the FIS Global Payments Report 2022 reveals that the online sales market has an expected growth of 55.3% by the end of next year, overcoming the barrier of US$ 8 trillion in transaction value. In Brazil, the scenario is the same, with a growth forecast of 95% in the period, and may reach US$ 79 billion.
According to Renato Avelar, Co-CEO of A&EIGHT, an ecosystem of high-performance end-to-end digital solutions, the beginning of the year represents a milestone for the and e-commerce can take advantage of the opportunities of the next cycle. “This transition moment is crucial to plan and implement changes that meet consumer expectations. Evaluating the market in advance, brands that bet on innovation, personalization and responsible practices will have more chances to lead the sector in 2025”, he opines.
Thinking about it, the executive listed the 5 main trends for the e-commerce market in 2025 and that should even follow for other years.
Pragmatism in decisions
The high global cost of capital acquisition impacts retail on a large scale, and decisions will be increasingly guided by the guarantee of return on investment.“There are many disruptive technologies and innovative methodologies, but executives should focus on what actually changes the pointer of their e-commerce, always with the look turned to the last line, that is, the key factor that really causes a significant impact on revenue or the arrival of new customers”, explains Avelar.
Retail media as a lever for profitability
“Transforming traffic into revenue is essential and for this retail media [or retail media] is essential, since it takes advantage of physical and digital infrastructures to sell advertising space to brands, generating revenues with high margin and optimizing the use of primary data”, the executive points out. That is, retailers expect an increase of 10% in revenue from retail media.However, the contribution margin of this source can exceed 6%, which has the potential to double the profit of a retail operation with an increase of only 10% in revenue, being highly profitable and beneficial to the brand as a whole.
Omnichannel focused on loyalty
Omnicality is another strong point for retail in the coming years, especially in 2025. Avelar details that this integration of channels contributes to customer loyalty, which can have at their disposal a wider range of options to seek products and finalize their purchase. However, the focus on loyalty requires a robust and integrated CRM, with a single data source and an approach of composable marketing’, that is, a modular approach to build and improve online stores allowing consistent and personalized experiences across all channels, according to co-CEO.
“In this way, e-commerce will be able to use specialized systems and pay only for the use of services that they actually use in the operation, optimizing processes and” costs, he concludes.
AI for process automation
Artificial intelligence today already has an important role in e-commerce, but the trend is that technology will take an even greater role in the personalization of service in 2025, an essential element for brands to win and retain customers. According to Avelar, the market is waking up and understanding that AI is not just for chatbots.“A artificial intelligence will be key to automate complex integrations and standardize data, improving operational efficiency and optimizing inventories, marketing and customer service”, he explains.
Retail union, creation of digital catalogs and investment in own channels
In the digital environment, it is already possible to observe the movement of large retailers that have joined efforts, integrating seller catalogs to offer greater variety and compete with global marketplaces, creating a stronger and more efficient network, such as Magalu and AliExpress. Currently, marketplaces represent approximately 75% of the national e-commerce market, which shows the strength and impact of the sector in the country.
For Avelar, the marketplaces in the country have been built on a similar basis to an oligopoly, dominating the sector and defining commerce. “Brands that sell in marketplaces realize that situations are getting increasingly unsustainable, that is, being seller is getting 4 to the mercy of the’ of high rates, unsustainable models of profitability and loss of the greatest asset that an e-commerce can have that is the customer”, reflects the executive, which complements, concludes, retailers and brands are beginning to perceive this topic as risk and loss of equity.Marketplaces usually represent more than 60 sales, thus they are 10, and sales of the market10, thus the market10, the best sales, the market, the market, the market, the market is the market, the market, the market, the market, the market, the market is the market, the market, the market is the market, the market, the market is the market, the market, the market is the market, the market, the market of the market, the market, the market is the market is the market, the market, the market of the market is the market, the market, the market, the market of the market, the market is the market of the market of the market, the market of the market, the market, the market, the market, the market is the market, the market is the market, the market is the market of the market of the market, the market of the market of the market of the market of the market of the market of the market of the market of the market of the market of the market of the market of the market of the market
