The Brazilian Association of Electronic Commerce (ABComm) estimates that the number of online buyers in Brazil will exceed 100 million by 2026. Furthermore, the Brazilian e-commerce sector is forecasted to generate R$ 277 billion in revenue by 2028. These projections show an upward trajectory for the increase in the average ticket, which is the average value of sales over a period.
With the favorable dynamics in e-commerce, entrepreneurs should pay attention to the main trends in global retail. "This is one of the historic moments in which we have the greatest chances to anticipate the future, observing trends emerging in other countries that end up influencing Brazil. The Brazilian consumer is highly engaged with new technologies and innovative practices, especially in the digital environment," highlights Marlon Freitas, founder and CMO of Agilize Online Accounting, a pioneer in the sector in Brazil.
Freitas also emphasizes that customer loyalty is essential for the evolution of e-commerce. "We live in a volatile world where trends emerge and disappear quickly. In this context, many retailers are investing in building long-term relationships with their customers by offering a human and personalized experience through technology. Using creativity, it is possible to tailor service to each consumer's needs, creating a closer and more meaningful connection," explains the businessman.
The digital environment offers numerous conveniences for consumers, such as the convenience of shopping without leaving home, a wide range of products, and the ability to compare prices quickly and efficiently. E-commerce platforms are increasingly integrated with various payment solutions, such as digital wallets and easy installment plans, making the purchasing process more accessible for different performances.
Another important aspect in the Brazilian scenario is the use of WhatsApp as a sales channel. "In several stores, WhatsApp already surpasses traditional methods as the main means of interaction and closing sales. All the technological tools are already available; it is up to the entrepreneur to use them creatively and effectively to achieve the desired results," complements Freitas.
How to deal with seasonality
Various sectors of e-commerce face demand fluctuations throughout the year, especially during seasonal periods such as holidays. Therefore, seasonality directly impacts the revenue of many companies and should be considered in planning strategies. "The retailer needs to expand their knowledge, use the right tools, and choose good partners who help grow sustainably. Managing these natural market movements well is essential," he emphasizes.
For the CMO of Agilize, preparation for these variations involves proper planning, robust cash flow, and identifying opportunities that arise during these periods. "Projections of opportunities or threats should be made broadly, regardless of each business's situation. Proper preparation prevents frustrations and ensures that the entrepreneur can make the most of high-demand periods," concludes the executive.
