Even with e-commerce slowdown, Brazilian retail grows 2.4%

Brazilian retail grew 2.4% in July 2025, according to the Stone Retail Index (IVS), released by Forbes Brazil. While physical stores registered a more moderate advance of 0.7%, digital commerce showed a decrease of 6.8% in the period. Despite the punctual slowdown in e-commerce, experts highlight that marketplaces and digital strategies continue to be protagonists of the transformation of the sector, reinforcing the importance of online presence for consistent and competitive results.

For marketing and business strategy specialist Frederico Burlamaqui, the growth of digital retail and the strength of marketplaces are directly linked to changes in Brazilian consumer behavior.“Today's customer is more informed and connected. Many purchases start online, even when the completion takes place in the physical store.Marketplaces bring together variety, competitive price and convenience, offering a safe and efficient experience for both the consumer and the” brands, he explains.

Physical and digital experience

Burlamaqui explains that even with the accelerated growth of online commerce, physical stores continue to play a strategic role, especially in segments that require direct interaction with the product or specialized service. “ Physical stores have not lost relevance, but need to reinvent themselves to meet the new expectations of the consumer. Integrating the customer experience in the physical point with the digital allows to offer more practicality, comfort and customization. This not only increases consumer satisfaction, but also strengthens loyalty and enhances the average ticket, creating a virtuous cycle of engagement and revenue”, he says.

In addition to integrating physical and digital stores, the professionalization of online retail becomes an essential factor to maintain competitiveness and meet new consumer expectations. At this point, investments in agile logistics, personalized service and data analysis allow campaigns to be more segmented and assertive, enhancing the shopping experience in all channels.“Marketplaces offer structure and traffic, but true success depends on careful management of the product mix, delivery times and communication with the consumer. Companies that see digital as a natural extension of the business achieve consistent and lasting results, building sustainable competitive advantage”, he explains. 

Expert tips for retailers to adapt to the digital landscape

1 ^ Channel integration

Unifying inventory, pricing and communication between physical and online stores creates a fluid customer experience, avoiding confusion and reinforcing trust.“When the consumer realizes that the brand offers a continuous journey, whether buying in-store or through e-commerce, increases loyalty and the average ticket”, explains Burlamaqui.

2 ^Prevention in strategic marketplaces

Choosing platforms that talk to the target audience and invest in positioning within them increases visibility and sales. “It is not just about being present, but about standing out. Marketplaces can bring traffic, but those who communicate clearly and segmented can convert much more”, says the expert.

3 ^ Logistics optimization

Ensuring competitive deadlines, efficient tracking and reliable deliveries is decisive for consumer satisfaction.“The delivery experience directly impacts brand perception.Logistic problems can destroy the reputation built with” effort, warns Burlamaqui.

4 'Use of data for personalization

Buying and browsing information allows you to create targeted offers and increase conversion.“Who understands consumer behavior can anticipate needs and offer exactly what he seeks, increasing engagement and sales”, he explains.

3 ^ Team training

Empowering employees to serve well both in physical and digital ensures brand consistency.“Humanized service makes a difference. Well-prepared teams transform experiences into” loyalty, Burlamaqui highlights.

4 4 Investing in customer experience

Attractive packaging, efficient after-sales and attention to detail generate value perception and fidelity.“Experience is not just price or product; it is every interaction. Brands that invest in it differ in the market”, comments the expert.

5 5 Adoption of supporting technology

CRM tools, marketing automation and inventory management help optimize processes and strategic decisions.“Technology enables efficiency and speed. Those who use data to make decisions minimize errors and maximize” opportunities, says Burlamaqui.

6 'Exploring social commerce

Integrating sales with social networks extends reach and facilitates impulsive purchases.“Social networks are not just marketing channels; they are strategic selling points to engage and convert the” consumer, reinforces the expert.

7 ^ Monitoring performance metrics

Tracking conversion rate, cart abandonment and average ticket helps you adjust strategies quickly.“Without measuring performance, there is no way to correct routes. Indicators show where to improve and where to invest more”, warns Burlamaqui.

8 Smart promotions

Time-limited and personalized campaigns stimulate engagement without compromising margin.“Well-planned promotion creates a sense of urgency and perceived value, but it needs to be strategic so as not to affect” profitability, concludes the expert.