According to a five-year perspective held by Gartner, the future of digital commerce brings the fundamental principles of reliability, anticipation, solutions and continuity, as well as four major themes: customer centrality, connected experiences, agility and intelligence. From this, the digital landscape will be increasingly ubiquitous and will focus on providing connected and agile experiences from AI to create possibilities for businesses and consumers.
The study reveals significant analysis of a strategic landscape towards digitalization. Gartner warns that by 2025, 80% of low-code technology developers will be citizens who are not part of the IT department, that is, people from various areas and groups. It is estimated that by 2027, 20% of B2B organizations will use digital twins to improve revenue and customer experience. By 2028, 15 billion connected products will present a behavior as if they were customers and seek integrated services and products for themselves and their customers. Finally, it will make the research into B2 will be part of the B2, the B2 will be part of the automation, until 202 points to the market, the 2 to the B2.
The integration of systems and platforms with solutions automated by artificial intelligence provides actionable insights, valuable on key trends in the Brazilian retail sector such as personalization, omnichannel, simplification of financial transactions, consumer experience and digitalization of organizations to explore business opportunities in 2025.
According to Nielsen's report NIQ Guide to 2025 Mid-Year Consumer Outlook, released this year, the world middle class will reach 131 million new consumers. The ranking is led by countries such as India and China, but Brazil will also be able to benefit from this increase, since the customer-centric approach may redefine strategies to gain prominence, perform tasks and boost sales in the face of competitiveness.
Thus, personalization reveals a strong tool to customize all steps, from the first contact with the customer, to the loyalty of the customer to the company or brand. Yalo, for example, has recreated intelligent sales agents with the use of AI. With this, technology will allow them to act as specialized and trained salespeople to gather information and data in real time, creating engaged connections for a quality relationship throughout the journey.
Omnichannel consumption continues to be a trend, involving both shopping experiences on online platforms and in physical spaces, becoming a protagonist among Brazilians. A study by Harvard Business Review revealed that 73% of the interviewed customers use more than one channel during the path taken until the purchase was made, even investing 10% more in online compared to those who use only a single means to buy.
In this sense, the increase in omnichannel customers implies the opportunity for new technological integrations capable of transforming shopping journeys and leveraging retail sales.Jitterbit, a global software and pioneer in the market with solutions low-code from AI, it uses technology to implement secure and scalable solutions that enable greater connectivity for customers during sales stages, ensuring a personalized experience and reduced friction.
The Retail Artificial Intelligence 2024 survey, from Central do Retail, brought data on the current scenario, increasingly digitized. 47% of retailers said they already apply AI-linked technologies in their operations, while 53% said they were aware of the possibilities for implementation soon.
The Customer Experience (CX) sector stands out as one of the largest investors in Generative Artificial Intelligence (GenAI). Solution providers for this market already widely use technology, as pointed out by the latest edition of the ISG Provider Lens Contact Center 2024 for Customer Experience Services for Brazil, produced and distributed by TGT ISG. However, despite the rapid adoption, doubts remain about the long-term impact of this innovation in business.
Linked to technologies, payment solutions are also evolving to simplify and facilitate transactions and offer an increasingly secure experience for the consumer. A survey by the Central Bank pointed to the instant transfer system, PIX, as one of the most successful A2A models in Latin America. In 2024, the modality surpassed the mark of 224.2 million transactions carried out for end users within 24 hours, in addition to the volume of money that was R$119.4 billion on the same day.
Thinking of providing access to credit for Brazilians and expanding the use of reliable methods, Horizon Pay launches an easy credit technology and installment, the PIXCard.The new tool uses the PIX, popularly known, offering limit, especially in transactions private label hotel, for use in any establishment with the possibility of installment, favoring customers and ensuring greater flexibility for prospecting and loyalty by retailers.
Overall, the trends that drove retail in 2024 will continue to rise as strategic tools for the industry in 2025. Consumers are increasingly intentional in their purchases, seeking not only products that offer value, but a satisfactory, fluid and quality journey at the time of purchase. Integrating platforms bringing innovative, technological and automated solutions with AI is a way to take advantage of the opportunities that the growing wave of new consumers has been seeking to find with significant and impactful advantages.
