Uappi, a company specialized in e-commerce solutions for multi-model operations, announced the consolidation of its strategic partnership with Daikin Brazil, one of the world's largest manufacturers in the air conditioning sector. The collaboration, which began in 2021, was the driving force behind the industry's structured entry into direct-to-consumer (D2C) digital commerce, resulting in a growth of 152% in cumulative revenue from the digital operation between January and October of this year, compared to the previous year.
This move marks a significant shift in Daikin's positioning. Previously without its own e-commerce operation, the company sought not only to digitize its sales but also to unify data and harmonize its activities with its partner network. The result was significant: Daikin came to represent between 35% and 40% of sales in the connected distributor channel, becoming the leading sales brand within that ecosystem.
Technical and Strategic Challenge
The project required robust technical engineering to overcome the specificities of the HVAC (Heating, Ventilation, and Air Conditioning) sector. The solution developed by Uappi integrated the sales platform directly with the industry's ERP, centralizing management.
One of the key differentiators was the adaptation to the sector's tax complexity and the enablement of selling “kits” (joint commercialization of evaporators and condensers), an essential requirement for Daikin's operation.
According to Edmilson Maleski, CEO of Uappi, the company's role went beyond technology, acting in a consultative capacity. “The project with Daikin is a clear example of how digital can be a strategic ally for industry, even in complex and highly regulated environments. We designed a channel strategy that would generate growth and scale while maintaining harmony with the distributor ecosystem,” explains the executive.
Black Friday Results and Expansion
Recent numbers validate the strategy. During the last Black Friday, traffic on the platform exceeded the mark of 400 thousand users. The period saw an increase of over 70% in revenue and a 32% rise in the average ticket, which surpassed R$ 8 thousand.
For Viviane Almeida, Head of E-commerce at Daikin Brazil, the system's robustness was fundamental in supporting this volume and the complexity of the hybrid operation. “We managed to structure direct sales, strengthen the distributor channel, and automate critical processes, with a direct impact on conversion and growth,” she states.
The Future is Hybrid
The partnership between Uappi and Daikin points to a growing trend in the air conditioning sector and industry in general: the convergence between B2B (business-to-business) and B2C (business-to-consumer) models.
The expectation for the coming years is for increasingly hybrid operations, demanding high integration between corporate systems, process automation, and data-driven personalization, allowing the industry to operate on multiple fronts without generating channel conflict.
