The fourth quarter is the most strategic period of the year for e-commerce. With key dates such as Black Friday, Cyber Monday, Christmas, and New Year, the final months account for a significant portion of annual retail and e-commerce revenue, and e-commerce, and require sellers careful planning from sellers to capitalize on the surge in demand.
In 2024, Brazilian and e-commerce e-commerce, for instance, recorded significant growth in order volume and revenue, even surpassing pre-pandemic levels. According to data from ABcomm, the sector generated R$ 204.3 billion in the country, solidifying its position as one of the main drivers of the digital economy. Given this scenario, the primary challenge for those in the industry is to increase profitability by considering necessary profits and expenses, in addition to operating strategically based on smarter decisions.
“Success at the end of the year does not depend on luck or intuition, but rather on how to manage data assertively. Understanding market behavior and planning actions based on concrete information is what differentiates sustainable businesses from those that merely react automatically to major dates without planning,” emphasizes Pamela Scheurer, CEO of Nubimetrics, Sales intelligence platform that uses big data and AI transforming data into actionable insights, to sellers and big brands.
To support professionals and brands in this decisive moment, Pamela outlines four essential steps to maximize results and enhance performance in the final months of 2025.;
1. Study your business thoroughly
Use historical data to identify the most profitable products with the highest profit margins. For example, if bundles performed better than individual items during the year, investing in this format can yield more consistent returns in year-end campaigns.
“AI tools help map performance by category and identify niches with the greatest potential, allowing the strategy to be directed toward what truly delivers results,” reinforces the expert.
2. Know your competition
Understanding competitor behavior is crucial. Analyzing prices, titles, images, and reviews helps adjust strategies and positioning. “We have a tool that explores ads, views them, and helps sellers identify featured products and track promotions in real-time. We have seen with our clients that this facilitates and optimizes decisions, reducing the chances of errors,” states Pamela.
3. Plan actions for each commercial date
The seasonal calendar should guide strategic actions, and according to the CEO, this planning needs to begin at the start of the year. “It is important to identify the most relevant dates for the types of items the seller seller distributes, in order to anticipate inventory, logistics, and campaigns. This way, it is possible to ensure product availability and avoid delays during peak demand periods,” explains the executive.
More than just occasional promotions, good planning involves integrating data, trends, and personalization. By aligning the calendar with market movements and monitoring results daily, the seller seller can adjust campaigns in real-time and direct investments toward products with the best performance on each marketplace — increasing the chances of capturing opportunities ahead of the competition.
4. Stand out from the ‘herd’
Amid thousands of offers, differentiation is the key. Providing a positive shopping experience, fast customer service, and campaigns that align with consumer expectations is what transforms occasional interactions into lasting relationships.
“In e-commerce, success does not happen by chance. It is built with strategy, analysis, and data-driven decisions. The end of the year is the grand showcase for those who know how to use this information to benefit their business,” concludes Pamela.
