Brazilian retail grew 2.4% in July 2025, according to the Stone Retail Index (IVS), released by Forbes Brasil. While physical stores saw a more moderate increase of 0.7%, digital commerce experienced a 6.8% contraction during the period. Despite the momentary slowdown in e-commerce, experts highlight that marketplaces and digital strategies remain key players in the sector’s transformation, reinforcing the importance of an online presence for consistent and competitive results.
According to marketing and business strategy expert 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 if they are finalized in physical stores. Marketplaces combine variety, competitive pricing, and convenience, offering a secure and efficient experience for both consumers and brands,’ he explains.
Physical and digital experience
Burlamaqui explains that despite the rapid growth of online commerce, physical stores continue to play a strategic role, especially in segments requiring direct interaction with products or specialized service. ‘Physical stores haven’t lost relevance, but they need to reinvent themselves to meet new consumer expectations. Integrating the customer’s in-store experience with digital channels offers more convenience, comfort, and personalization. This not only increases customer satisfaction but also strengthens loyalty and boosts average spending, creating a virtuous cycle of engagement and revenue,’ he states.
Beyond integrating physical and digital stores, the professionalization of online retail becomes essential to maintaining competitiveness and meeting new consumer expectations. Investments in agile logistics, personalized service, and data analysis enable more targeted and effective campaigns, enhancing the shopping experience across all channels. ‘Marketplaces provide structure and traffic, but true success depends on careful management of product mix, delivery times, and customer communication. Companies that see digital as a natural extension of their business achieve consistent and lasting results, building sustainable competitive advantage,’ he explains.
Expert tips for retailers adapting to the digital landscape
1 – Channel integration
Unifying inventory, pricing, and communication between physical and online stores creates a seamless customer experience, avoiding confusion and reinforcing trust. ‘When consumers perceive that a brand offers a continuous journey, whether shopping in-store or online, loyalty and average spending increase,’ explains Burlamaqui.
2 – Presence on strategic marketplaces
Choosing platforms that resonate with the target audience and investing in positioning within them boosts visibility and sales. ‘It’s not just about being present—it’s about standing out. Marketplaces can drive traffic, but those who communicate clearly and in a targeted manner convert much more,’ says the expert.
3 – Logistics optimization
Ensuring competitive delivery times, efficient tracking, and reliable shipping is crucial for customer satisfaction. ‘The delivery experience directly impacts brand perception. Logistical issues can destroy a carefully built reputation,’ warns Burlamaqui.
4 – Using data for personalization
Purchase and browsing data allow for targeted offers and increased conversion. ‘Those who understand consumer behavior can anticipate needs and offer exactly what they’re looking for, boosting engagement and sales,’ he explains.
5 – Team training
Training employees to excel in both physical and digital service ensures brand consistency. ‘Humanized service makes a difference. Well-prepared teams turn experiences into loyalty,’ emphasizes Burlamaqui.
6 – Investment in customer experience
Attractive packaging, efficient post-sale service, and attention to detail create a perception of value and loyalty. ‘Experience isn’t just about price or product—it’s every interaction. Brands that invest in this stand out in the market,’ comments the expert.
7 – Adoption of support 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.
8 – Exploration of social commerce
Integrating sales with social media expands reach and facilitates impulsive purchases. ‘Social media isn’t just a marketing channel—it’s a strategic sales point to engage and convert consumers,’ reinforces the expert.
9 – Monitoring performance metrics
Tracking conversion rates, cart abandonment, and average spending helps adjust strategies quickly. ‘Without measuring performance, there’s no way to correct course. Indicators show where to improve and where to invest more,’ warns Burlamaqui.
10 – Smart promotions
Time-limited and personalized campaigns drive engagement without compromising margins. ‘Well-planned promotions create urgency and perceived value but must be strategic to avoid affecting profitability,’ concludes the expert.
