Black Friday has evolved from a single “day of promotions” into a competitive cycle that can boost sales in the following months. With an earlier schedule, traffic wars, more demanding algorithms, and increasingly informed consumers, selling effectively on marketplaces requires early preparation, operational control, and strategic use of automation. According to marketplace experts, the key to performance lies in the convergence of competitive pricing, data intelligence, logistics, and reputation.
According to Jasper Perru, Growth Performance Specialist at ANYTOOLS, the largest marketplace ecosystem in Brazil, the key takeaway from recent editions is simple: those who come prepared become a priority for the platforms. “Reacting on the day itself isn't enough. Those who prepare in advance, master their product mix, automate processes, and have a solid operation stand out, gain access to coupons, funding, and visibility,” he states.
The expert pointed out that certain impact fronts, when combined, boost sales and reduce losses, especially for those working in online sales. Perru prepared 7 insights to scale sales with margin and predictability:
1 – Operation as a Competitive Advantage
To Jasper, an organized operation is worth more than any aggressive discount. This includes reliable deadlines, a complete catalog (with good photos, descriptions, and videos), and at least 45 days of planning. He further emphasizes the importance of the right product mix and kits with A-curve plus long-tail items, which increase the average ticket and strengthen SEO within marketplaces.
Moreover, catalogs should be customized by channel, not duplicated. “Each marketplace has its own algorithm. When sellers ignore this, they lose relevance even before pricing,” it states. Logistics strategies have also evolved: fulfillment and regional carriers now work together, and multi-distribution centers are gaining traction to reduce delivery times, taxes, and shipping costs.
2 – Competitiveness: competing is not about lowering prices
Price will always be decisive in campaigns, however, the competitive landscape introduces other variables just as important as clicking the buy button. Jasper emphasizes that the Buy Box also depends on reputation, logistics, installment options, and customer service. He highlights the role of automation in monitoring competition and making dynamic adjustments. “Competition isn’t about impulsiveness—it’s about timing. Without data, the seller makes mistakes.”
Moreover, negotiating coupons, rebates, official campaigns, and affiliate partnerships makes the operation more aggressive without compromising the margin.
3 – Consumer experience has become a visibility metric.
Today's Black Friday doesn't reward those who sell the most, but rather those who sell well. Perru explains that ratings and post-sale service influence an ad's visibility. “Customer service has become the engine of visibility. Resolving issues quickly sells more than offering discounts,” he summarizes. The use of AI for responses, screening, and preventing cancellations has already become an indispensable tool during this period.
4 – Selling a lot is not enough: you must profit.
The expert states that many sellers spend Black Friday celebrating volume and later discover losses. Reverse logistics costs, taxes, fees, and shipping must be rigorously anticipated. Jasper recommends automated reconciliation, updated income statements, and actual margin calculation before launching campaigns.
5 – Marketplace as a Brand Stage
For the ANYTOOLS expert, treating the marketplace solely as a volume channel means missing out on potential. Official stores and curated sellers prevent counterfeiting, protect pricing, and strengthen positioning. He emphasizes that established brands use the channel as a strategy for controlled market penetration, rather than as direct competition to their e-commerce operations.
6 – AI and automation: scaling with profitability (More natural and idiomatic translation, conveying the idea of increasing scale while maintaining/improving profit margins.)
Automation boosts conversion with lower costs: intelligent cataloging, channel-specific pricing rules, automatic selection of the cheapest CD, and AI-powered customer service are key triggers for scaling safely. According to Jasper, “automation prevents human errors precisely when the volume is so large that there’s no time to correct them.”
7 – The Final Counsel
“Prepare in advance and on all fronts. The consumer has become smarter, marketplaces only bet on those who are fully prepared, and any mistake comes at a high cost. Those who arrive ready take advantage of the traffic; those who arrive unprepared pay the price,” summarizes Jasper Perru.
