Six out of ten Brazilians plan to shop on Black Friday this year, a number close to the 62% expected in 2024, according to Google. Last year, there was a record 3.4 billion interactions between consumers and businesses, a 26% increase over 2023, according to Infobip . Of these, 1.8 billion were messages via SMS, WhatsApp, and RCS, with a peak of 1.6 billion in a single day. To make the most of the event, companies should start communicating early, and consumers can use chatbots and AI to compare prices.
With 53% of people saving money to shop on Black Friday, according to data from Google, it is crucial that companies implement digital channels and virtual assistants to handle high demand, warns Giovanna Dominiquini, Sales Director at Infobip, a company responsible for integrating these conversational platforms into numerous e-commerce sites, such as Mercado Livre, for example.
“The lessons learned last year show that consumers seek convenience, personalization, and security. Brands that strategically used multiple channels managed to reduce errors and offer a more consistent experience. For 2025, the recommendation is to integrate digital channels, automate communications, and explore technologies such as RCS and AI agents to scale without losing proximity,” he comments.
WhatsApp remains the dominant channel, used by brands for both offers and customer service, according to the Infobip study, which includes data from the last Black Friday. SMS maintained its strategic role for critical messages, such as payment confirmations and order statuses, thanks to its high delivery rate. RCS, considered an evolution of SMS, gained strength as an interactive alternative, registering a growth of 388% compared to 2023 and allowing for more immersive experiences with images, action buttons, and detailed information.
In addition to its growth in Brazil, RCS is also advancing globally. Infobip has already surpassed 10 billion messages delivered on its platform, with a 500% increase in just one year. "This growth reinforces the channel's role on high-consumption dates like Black Friday, when companies seek more interactive messages, with buttons, images, and personalization to engage customers and boost sales," explains Giovanna.
However, despite this progress, market figures reveal that bottlenecks still exist. According to the National Confederation of Commerce of Goods, Services and Tourism (CNC), e-commerce generated R$5.22 billion on Black Friday 2024, but Procon-SP (the consumer protection agency in São Paulo) received more than 2,000 complaints , mainly related to delays and delivery failures. This data reinforces the need for brands to be prepared not only to sell, but also to provide fast and efficient service during periods of high demand.
Another point highlighted in the Infobip report is that successful campaigns share three elements: intelligent segmentation, to deliver the right offer to the right audience; automated messaging, which increases efficiency without sacrificing personalization; and a multichannel strategy, leveraging the strengths of each platform at different stages of the journey.
Retail and e-commerce grew by 42% , according to the same study, while finance advanced by 36% , reinforcing the centrality of these categories in Black Friday. Furthermore, the volume of interactions extended throughout the month of November , indicating that the event is no longer limited to Black Friday itself, but has consolidated itself as an extended shopping season.
The expectation for this year is for even greater growth. According to the Brazilian Association of Electronic Commerce (ABComm) , e-commerce is expected to generate between R$11.6 billion and R$13.3 billion in revenue during Black Friday 2025, an increase of almost 15% compared to 2024. Google estimates that 68% of people may change their purchase based on a good price, suggesting that companies should make greater use of AI for consumer research and that virtual assistants should be used on a larger scale to persuade and communicate with customers.
“This should be the Black Friday of AI, where the number of customer interactions with chatbots could break records. It's the most opportune moment to transform data into practical actions. With the right tools, the date ceases to be a challenge and becomes an opportunity to build lasting relationships with customers,” concludes Giovanna.
