Digital SMEs move R$ 18.2 billion and grow above average with their own e-commerce

In a scenario marked by persistent inflation and high interest rates, Brazilian small and medium-sized enterprises (SMEs) have demonstrated resilience and growth capacity by betting on e-commerce as a strategic channel. In the first quarter of 2025, entrepreneurs using the digital platforms of LWSA, which brings together the brands Bling (ERP), Tray (e-commerce), Bagy (social commerce) and others, moved R$ 18.2 billion in sales, which represents a growth of 14.5% compared to the same period of the previous year.

The advance stands out especially among retailers operating their own stores, whose revenue grew 14.1% in the period, reinforcing the trend of channel diversification and greater control over brand, margin and consumer relationship. 

For Marcelo Navarini, director of Bling, this performance is a direct result of the combination of planning, efficient management and use of technological tools.“Even with economic challenges, those who organize and invest in the right solutions can grow. A well-structured ERP allows you to monitor cash flow, control inventory, issue invoices and even predict demand more safely”, he says.

Currently, LWSA serves more than 700 thousand customers (most of them, SMEs. The net revenue of the Commerce segment of the company totaled R$244.2 million in the first quarter of this year, an increase of 12.6% in the annual comparison. Part of this growth also comes from the strengthening of multichannel sales strategies, which include the simultaneous presence in marketplaces, social networks and the TikTok Shop.

According to Thiago Mazeto, director of Tray, the secret is to anticipate the high consumption dates, such as Valentine's Day, Black Friday, Christmas and even major events such as The Town in Sao Paulo. “With Tray, the shopkeeper can create his store, integrate with several channels and control everything in a single platform, enhancing sales with”, the multichannel strategy also allows to improve marketing campaigns, automate operational processes and raise the quality of the end customer experience.

77% of consumers buy online and in physical stores

This digital effort is echoed in consumer behavior. The CX Trends 2025 study, conducted by Octadesk in partnership with Opinion Box, shows that 60% of Brazilian consumers are already impacted by artificial intelligence and hyperpersonalization in the purchase process. In addition, 77% of respondents bought both online and in physical stores in the last 12 months, revealing a consolidated hybrid pattern. The main buying channels are online stores (68%), marketplaces (66%) and physical retail (64%).

Among the criteria most valued by consumers are free shipping (62%), product or service quality (56%) and competitive price (53%). On the other hand, delays in delivery (24%), misleading advertising (24%) and poor product quality (26%) are among the main reasons for withdrawal or complaints.

For Rodrigo Ricco, CEO of Octadesk, the use of technology must always go hand in hand with empathy.“Technology needs to facilitate and personalize, but without replacing human contact. Hybrid service, which combines automation with proximity, is today a real competitive differential”, he concludes.