Online sales of luxury goods in Brazil grow by more than 200%.

The luxury market in Brazil is growing, particularly within the digital realm. According to data from the Luxury Lab Global 2024 report by Euromonitor International,between 2019 and 2024, online sales of personal luxury goods in Brazil recorded a growth of 261%,demonstrating the rapid adoption of e-commerce in the high-end segment.

In this scenario, renowned brands such as Hermès and Hugo Boss have expanded their online operations, strengthening digital communication with customers. Hugo Boss, for example, launched its own virtual platform in 2023, developed in partnership with Infracommerce, and in 2024 introduced a new loyalty program called HUGO BOSS XP. This program combines traditional features with new elements supported by blockchain, allowing members to collect BOSS XP and HUGO XP tokens (NFTs) with their purchases, unlocking exclusive benefits and services in the digital world.

Hermès has also strengthened its digital presence in the country by making its collections available through an official online store. Brazilian customers can purchase a variety of products, from fashion accessories to perfumes and jewelry, directly through the brand's website, which also communicates with customers via newsletters that are true works of art. Much like in fashion, Hermès' emails offer interactive experiences with animated imagery that take the consumer on a genuine sensory journey of the brand.

According to information from the Vogue Business Index,luxury brands are adopting digital tools to strengthen their connection with consumers, including the use of WhatsApp and AI-powered chatbots for more personalized customer service. The study also points out that Latin America, especially Brazil, has become a focus for both physical and digital investments by major luxury houses, reinforcing the relevance of omnichannel in the sector. These initiatives highlight a growing trend among luxury brands to invest in digital channels and enhance online communication with customers,meeting the demands of an increasingly connected Brazilian market.

With its For online consumers who are more demanding and conscious, personalization in communication has been essential for e-commerce success. The footwear brand Sarah Chofakian combined WhatsApp and email marketing edrone to promote a cashback campaign, reaching 228 customers via mobile and over 7,000 via email. The result was an open rate of 58% on WhatsApp and a conversion rate of 9% via email, generating over R$ 17,000.00 in sales from a single campaign.

“We know our customers are contemporary women who live in a fast-paced world and need comfort, utility, lightness, practicality, and style. This is how we design our shoes, and now we seek to extend this mission to consumer communication, facilitating purchases that can be made from anywhere, in just a few clicks, with advantages for loyal customers,” explains Luiz Benine Netto, Operations Director and partner at Sarah Chofakian.