Summer is one of the most strategic periods for the and e-commerce brazilian, especially in marketplaces. Driven by school holidays and high temperatures, the season changes consumer behavior and directs demand for products related to leisure, mobility, well-being and immediate consumption.
According to a recent survey by Neotrust Confi, Brazilian e-commerce showed a growth of 13.3% this summer. Among the items that grew in sales are chairs for swimming pools and beaches (84.4%), coolers and coolers (74.1%), inflatable boats (68%), umbrellas (37.8%) and accessories for swimming pools and beaches (36.2%).
“During the summer, consumers change their buying priorities.They search for items that provide practicality, comfort and experiences, and marketplaces are the main channel to meet this demand quickly and conveniently”, says Rodrigo Garcia, executive director of Petina Digital Solutions.
Categories such as beachwear, sporting goods, outdoor products, tourism, portable electronics, cosmetics and beverages register a significant increase in interest and sales. Items such as light clothing, bikinis, sunglasses, among others gain prominence in searches and conversions during the hottest months of the year.
Sellers must create offers for 5 em high‘ categories’
For Garcia, seasonal behavior requires increased attention from sellers.“The shopkeeper who understands summer timing and adjusts his product mix comes out ahead in sales.In addition to selling more, it is important to be present in the right categories at the time when the consumer is ready to buy”, he highlights.
In marketplaces, this movement is enhanced by the greater visibility of digital windows and the search for consumers for competitive prices and fast delivery. For retailers, the period represents a relevant opportunity for growth, provided there is strategic planning.
“Thematic campaigns, intelligent use of data and media investments within marketplaces make all the difference in this period. The summer is short, so the strategy needs to be well executed to generate” results, reinforces Rodrigo.
Lightning offers and efficient logistics
In addition, investing in attractive descriptions, images contextualized with the season weather and lightning offers can significantly increase conversion rates. Agile logistics strategies and attention to the customer experience also become important differentiators at a time of higher order volume.
“The consumer is more prone to impulse purchases in the summer. Who can unite good exposure, competitive price and efficient delivery has great chances to increase visibility, strengthen the brand and boost revenue in marketplaces”, he concludes.
