From production to e-commerce: how own manufacturing becomes a competitive differential in marketplaces

According to data from the Brazilian Electronic Commerce Association (ABComm), Brazilian e-commerce surpassed R$ 200 billion in revenues in 2025, with double-digit growth projections for 2026, driven mainly by marketplaces, which concentrate much of the traffic and online sales in the country and already account for more than a third of all the sector's revenues, creating opportunities, but also intensifying competition among sellers, since thousands of similar products compete for visibility and price within the platform.

For the administrator, manager and partner of Uled Luminososos, Carla Hladczuk, controlling own manufacturing is fundamental for companies that want to grow sustainably within marketplaces. “When the company dominates the production process, it ceases to compete only for price and starts to compete for value. The product ceases to be generic and starts to carry identity, history, exclusivity, quality and purpose”, he says.

In addition, autonomy in production allows quick adjustments in the portfolio, more agile launches and more control over costs and quality. Hladczuk also states that exclusive products have a higher conversion rate and less sensitivity to aggressive discounts, in addition to favoring the construction of reputation and recurrence of purchase.

Despite the benefits, own production requires efficient management, integration between factory, inventory and digital channels, as well as attention to regulatory and logistical requirements. Still, Carla Hladczuk points out that the effort pays off. “It is an investment that brings return in the medium and long term. The company gains predictability and builds an asset that goes beyond monthly billing: its brand.”

As Brazilian e-commerce becomes more competitive, self-manufacturing becomes an affordable and decisive strategy for small and medium-sized companies.“Oown production is not just about manufacturing, it is about controlling the future of the business.