Year-end sales: 7 surefire strategies to boost your online store

With the arrival of year-end sales focused on holidays such as Christmas and corporate parties, e-commerce retailers face the peak season of online retail. However, according to expert Thiago Muniz, the secret to success lies not only in seasonal promotions but in continuous strategies for optimization and customer relationship management throughout the entire year.

According to the survey “Black Friday 2025 – Beyond Price”, conducted by MindMiners, 9 out of 10 consumers research before buyingIn addition, 71% of Brazilians plan to spend up to R$ 1,000, which reinforces a more rational and planned behavior.

“Year-end dates, such as Black Friday, Christmas, and year-end parties, are unique conversion opportunities, but retailers who limit their strategies only to these dates are leaving money on the table during the other 10 months of the year,” warns sales expert, professor at Fundação Getúlio Vargas (FGV), and CEO of Receita Previsível, Thiago Muniz.

E-commerce Scenario in Brazil 

Brazilian e-commerce continues to expand and has established itself as one of the most promising in the world. According to Brazilian Association of Electronic Commerce (ABComm), the projected revenue for Brazilian e-commerce by 2029 is 350 billion reais.

Another relevant point is the growing influence of content creators on purchasing behavior. Data from Rakuten Advertising reveal that 61% of consumers (in Brazil and globally) made purchases motivated by influencer recommendations in the last six months. In Brazil, 83% have already purchased products above R$ 100 recommended by influencers, with 38% spending over R$ 500.

 These numbers show that the digital consumer is more attentive, informed, and demanding, and competing in this environment requires continuous planning, personalized experiences, and operational excellence.

Furthermore, the Brazilian digital market presents an increasingly competitive landscape. Regarding the brands most remembered by consumers during promotional periods, Magalu leads with 22%, followed by Casas Bahia (16%), Americanas (13%), Shopee and Amazon (12%), Mercado Livre (9%), Samsung (7%), Electrolux, Nike, and Shein (3%), according to the MindMiners survey.

Another noteworthy data point in the survey is the meteoric rise of Shopee, which entered Brazil in mid-2019 and in just 6 years has already caught up with traditional Brazilian and international brands. With a mention count close to that of Americanas, the strength of its brand building in recent years is evident.

“Shopee's case demonstrates that it's not only established giants that can stand out. Small and medium-sized stores can indeed compete, as long as they implement the right strategies consistently,” analyzes Muniz.

Practical Tips to Maximize E-commerce Results

To help entrepreneurs maximize their results in year-end sales, Thiago Muniz gathered seven practical tips that can be implemented immediately in any online store:

1. Optimize website speed: loading speed is one of the main factors impacting conversion rate. According to Think with Google, 53% of mobile users abandon a site if it takes more than 3 seconds to load. “Investing in quality hosting and image compression is essential to keep visitors engaged. A fast site builds trust and reduces cart abandonment,” advises Muniz.
2. Simplify the checkout process: each additional field in the purchase form reduces the conversion rate. According to the Baymard Institute, the average cart abandonment rate in e-commerce is 69.8%. Offering simplified checkout, PIX payment, autofill, and guest checkout options can quickly boost conversions. PIX, for example, is already the most used payment method in the country by 73% of Brazilians, according to survey da MindMiners. 
3. Invest in complete product descriptions: in the online environment, the customer cannot touch or test the product, so detailed information is essential. “Complete descriptions, with dimensions, technical specifications, high-resolution photos, and videos, reduce doubts and returns, in addition to strengthening the site's SEO,” adds Thiago.
4. Implement urgency and scarcity ethically: informing about limited stock, differentiated delivery times, or time-limited offers stimulates purchase decisions, as long as it's done transparently and truthfully. Deceptive strategies, besides being illegal, damage brand reputation. 
5. Create a post-sale relationship program: retaining customers is much more profitable than acquiring new ones. A prep from Harvard Business Review indicates that acquiring a new customer can cost 5 to 25 times more than retaining an existing one. Furthermore, data from Bain & Company show that a 5% increase in retention rate can raise profits by 25% to 95%. “Invest in follow-up emails, satisfaction surveys, exclusive offers, and loyalty programs to turn occasional buyers into recurring customers,” highlights Muniz.
6. Use social proof strategically: customer reviews, number of sales made, and security seals increase consumer trust. According to the Spiegel Research Center, the likelihood of purchasing a product with five reviews is 270% higher than the likelihood of purchasing a product without comments. “Show real comments, respond to reviews, and encourage satisfied customers to share their experiences,” he adds.
7. Personalize the browsing experience: personalization is one of the main e-commerce trends. Data from Epsilon show that 80% of consumers are more likely to do business with a company that offers personalized experiences. Moreover, 44% of consumers say they are likely to become recurring buyers after a positive personalized experience. Use behavioral data and purchase history to create personalized recommendations, dynamic showcases, and segmented communication.

Long-term Vision

According to Thiago Muniz, the most common mistake among retailers is focusing exclusively on one-off sales without building a sustainable system. “The difference between online stores that survive and those that thrive lies in predictability. When you implement consistent processes for optimization, data analysis, and customer relationship management, sales stop being a lottery and become an expected outcome,” explains the CEO of Receita Previsível.

The expert's recommendation is that retailers dedicate at least 20% of their time to metric analysis and continuous optimization, treating the online store as a system that can and should be constantly improved.

“Year-end sales and the Christmas period are excellent opportunities to test strategies at scale. What works during these times should be adapted and maintained throughout the year. Success in e-commerce is not about having one good month; it's about building twelve consistent months,” concludes Muniz.