From Brick-and-Mortar to E-commerce: The Race for Stores to Stay Alive in 2026

The boundary between physical and digital retail has virtually disappeared. For Jovana Menezes, a digital marketing and branding expert and founder of Joya Woman, an agency dedicated exclusively to women entrepreneurs, the transition to the online environment is no longer a competitive advantage but has become a survival condition for companies wishing to remain relevant from 2026 onward. “The consumer no longer separates physical stores from online stores. They want an integrated experience, convenience, and brands with purpose. Those who haven't yet understood this are becoming invisible,” states the expert.

The numbers confirm the warning. According to the Retail Digital Transformation Global Market Report 2025, the global digital transformation in retail market is projected to grow from $285.1 billion in 2024 to $336.9 billion in 2025, at an annual rate of 18.2%. In broader projections, the sector is expected to reach $665.6 billion by 2029, consolidating digitalization as the main global growth driver. In Brazil, e-commerce saw an 18.7% jump in the first half of 2024, totaling approximately R$160 billion in sales, according to data from Adtail. Total e-commerce revenue is expected to exceed R$234 billion in 2025, according to a survey by Edrone.

Even with physical retail showing signs of recovery — the IBGE recorded a 0.5% increase in February 2025, reaching the highest level in the historical series — consumer behavior makes it clear that future growth lies in the digital realm. “Stores that continue to bet solely on physical locations live off occasional peaks. Those that understand digital as a strategic channel and not just a showcase achieve gains in scale, data, and relationship,” observes Jovana.

Studies reinforce the central role of communication and positioning in the digital journey. The Conversion report (2025) indicates that 87.6% of companies recognize the importance of aligning branding and performance, but 30.4% still struggle to create an engaged online community. This data highlights the main challenge for retail: migrating to digital is not enough; it is necessary to build a solid and coherent brand presence. “The internet is the environment of authenticity. If your brand lacks clarity of purpose and narrative, it's just another store with ads. And in the digital world, that means disappearing amidst the noise,” explains the founder of Joya Woman.

Consumer behavior is also changing at an accelerated pace. An estimated 2.27 billion people will shop online in 2025, nearly one-third of the world's population, according to data from Whatfix. Influencer marketing follows this trend: 61% of Brazilians have already made a purchase based on an influencer's recommendation, and 78% state they trust recommendations from people they follow, according to a survey by the portal Empreender. Globally, investment in influencer marketing is expected to exceed $7.1 billion in 2025, according to Shopify.

The expert states that brands wishing to remain relevant must view digital as part of the value ecosystem and not just as a sales channel. “Entering the online space is more than having a website. It's about data, relationship, experience, and positioning. The digital customer doesn't just buy a product; they buy an identity. Therefore, branding and technology go hand in hand,” emphasizes Jovana.

She explains that a successful transition requires planning. The first step is to strengthen branding, ensuring the brand communicates its values and has a coherent visual identity across all channels. Next, integrating physical and digital — a strategy known as omnichannel — is essential to ensure the customer has the same experience in-store, on social media, and on marketplaces. Another key point is the collection and use of data to personalize communication, create targeted campaigns, and anticipate consumer behavior.

In the macroeconomic scenario, digital transformation also represents an opportunity for efficiency gains. The global corporate digital transformation market is expected to jump from $1.42 trillion in 2025 to $13.26 trillion by 2035, with an average annual growth rate of 22.5%, according to the report by GlobeNewswire. This advancement reflects the direct impact of technologies such as artificial intelligence, automation, and data integration on companies' competitiveness.

For women entrepreneurs and small business owners, the change is both technological and behavioral. “You don't need to compete with giants, but rather understand the new game. Those who master the digital space communicate directly with the public, build authority, and reduce acquisition costs. The secret is consistency, content, and coherence,” explains Jovana. She further highlights that digital has democratized access to communication and reduced entry barriers, allowing small brands to reach national and international audiences with controlled investment.

The future of consumption will be hybrid, but leadership will be in the hands of those who know how to unite experience and data. Stores that treat digital as a strategic priority by 2026 will not only survive but will be able to scale efficiently, predictably, and purposefully. As Jovana Menezes summarizes: “The 2026 consumer won't look for what's closest, but rather for what connects most. And this connection happens in the digital realm.”.