Three mistakes small retailers still make when entering marketplaces

Brazilian micro and small businesses generated R$ 67 billion in e-commerce in 2024, a record growth of over 120% in five years, according to data from the Ministry of Development, Industry, Commerce, and Services (MDIC) based on the Federal Revenue Service.

For Reginaldo Stocco, CEO of vhsys — a technology company specializing in online business management solutions — this progress suggests that small retailers are finally migrating to marketplaces. However, the executive believes that many of them still stumble on common pitfalls that compromise the return on this digital transformation.

"It is encouraging to see this movement, but many still get lost precisely in those details that will determine who truly takes off," states Reginaldo. Next, the expert highlights three classic, yet decisive, errors that can undermine the results of small entrepreneurs:

1. Not pricing with a holistic vision

Many retailers set prices by only looking at competitors, without considering marketplace fees, shipping costs, or margin strategy. What to do: calculate the final price based on the total cost of operation. Use comparative tools and do not sacrifice profitability for momentary visibility.

2. Lack of professional descriptions and images

Listings with low-quality photos or generic texts do not convince those who are not yet familiar with your brand. What to do: invest in sharp photos, varied angles, and clear descriptions. Highlight benefits, usage, unique selling points, and keywords that aid in the platform's internal search.

3. Manual management of inventory and orders

Manual updates are prone to errors: out-of-stock products remain listed for sale, orders are delayed, and reputation is affected. What to do: integrate your system (ERP or management platform) with the marketplace to automatically synchronize inventory, order status, and avoid unpleasant surprises for the consumer.