According to the Brazilian Electronic Commerce Association (ABComm), by 2026, Brazil will have more than 100 million online shoppers. To keep up with this demand and strong trend, companies are forced to adopt technologies that ensure efficiency and innovation within the digital realm. It's no surprise, therefore, that the World Economic Forum indicates that, next year, increasing digitalization will contribute approximately US$100 trillion to the global economy, solidifying investment in digital tools as a strategic necessity for brands.
According to Gabriel Lima, CEO and founder of ENEXT , a consultancy specializing in full digital, accelerated transformation goes beyond simply boosting results, also providing clear competitive advantages, such as greater customer retention, increased revenue, and resource optimization. In the executive's view, companies that fail to invest in digital strengthening risk falling behind.
"Solutions like artificial intelligence, data analytics, and intelligent logistics systems demonstrate tangible benefits by improving operational efficiency, reducing costs, and accelerating decision-making," he states. "In an increasingly dynamic market, relying on these innovations has become crucial for companies that want to stand out and thrive," he adds.
With this in mind, the expert listed five digital solutions considered essential for brands looking to stand out in the market next year. Check them out:
Automated retail media
Retail media is gaining ground as a strategic tool for increasing ROI within marketplaces. Market data shows that approximately 73% of purchasing decisions are influenced by personalized ads. Companies that invest in this solution can boost sales and strengthen connections with their consumers by offering products and conditions that better align with their interests.
"In the current scenario, retail media is consolidating itself as one of the main tools for increasing ROI in the country's major marketplaces, such as Mercado Livre, Amazon, and Magazine Luiza," says Lima. "The solution not only drives sales but also creates a more targeted and enjoyable shopping experience for the user," he adds.
AI for customer experience personalization
AI-powered tools are elevating personalization in e-commerce, enabling better product suggestions and recommendations based on each user's individual purchasing behavior. According to McKinsey, AI-powered personalization solutions can generate up to a 40% increase in company revenue.
"The technology goes far beyond basic personalization. Through its high data analysis capabilities, it can understand consumer purchasing behavior at an extremely detailed level, enabling better recommendations and more robust strategies," explains Gabriel Lima.
Advanced SEO and performance optimization
Search engine optimization is also expected to become a central pillar in 2025. Advanced SEO strategies, combined with performance analysis, ensure that companies gain more organic traffic, reducing customer acquisition costs, and helping brands achieve greater organic visibility within these search channels.
Cross-channel media management
Integrated campaigns across different channels, such as social media, search , and retail media , are responsible for ensuring a more consistent brand presence. According to the expert, with the expansion of AI and the possibility of omnichannel personalization, it's already possible to increase sales conversion rates by up to 25% thanks to this strategy.
"Cross-channel media management keeps consumers engaged and delivers consistent results. Omnichannel personalization is crucial for increasing customer retention and conversion across different touchpoints," highlights ENEXT's CEO.
Integrated CRM and Marketing Automation
The use of robust CRMs, integrated with marketing automation solutions, will also be essential in 2025. Thanks to these tools, brands can manage leads, build customer loyalty, and automate personalized communications, contributing to improved conversion rates and optimizing the customer experience and business results.
"Automating customer relationships is essential to ensure efficiency and offer a personalized experience at scale. By 2025, this will be essential for companies seeking sustainable growth," concludes Lima.
