Have you ever added products to an online store's cart and, for some reason, didn't complete the purchase? That's right, you're not alone. Cart abandonment is a concerning reality for Brazilian e-commerce, with rates that can reach an impressive 82%, according to E-commerce Radar. Unexpected costs, long delivery times, and complicated checkouts are some of the factors that deter consumers at the decisive moment, causing losses for retailers.
Almost half of consumers (48%) give up on a purchase when faced with higher-than-expected prices, according to a study by the Baymard Institute. But the problem doesn't stop there. Delivery delays are also a major villain, causing 36.5% of customers to abandon their carts, according to Yampi data. And there's more: complicated checkout is another critical factor. 79% of Brazilians prefer to split their purchases into installments, and the lack of flexible payment options causes many to give up before even completing the purchase, according to a survey by SPC Brasil – Credit Protection Service.
However, technology has arrived to change the game. Innovative solutions have emerged in the market, making the consumer experience easier, more efficient, and personalized, as well as driving the completion of purchases.
One of the innovations that promises to reduce cart abandonment is Poli Pay, a feature created by Poli Digital, a startup from Goiás specializing in contact channel automation. According to Alberto Filho, the company's CEO, "this solution allows consumers to complete the entire purchase journey on a single platform, using popular channels like WhatsApp."
And Brazil is at the forefront of this transformation. "We are one of the few countries where payments via messaging apps are a reality, making the shopping experience more practical and accessible, as well as boosting the growth of the national e-commerce," highlights Alberto.
Poli Digital reveals that the amounts processed by Poli Pay have already exceeded R$ 6 million. Alberto emphasizes that this solution is highly effective, as 62% of Brazilian consumers use digital channels to make purchases, according to Opinion Box.
While traditional e-commerce businesses face a difficult reality, with only 22% of customers who create shopping carts completing the transaction, Poli Pay's success rate reaches 58%. This means that the solution can more than double the market average. The secret to this performance lies in the system's practicality and integration, which offers a smooth purchasing journey where the consumer selects products, interacts with support channels, and makes the payment, all within a single digital environment, it highlights.
Another major differentiator is its integration with industry giants in the payments market, such as Mercado Pago and PagSeguro, offering a variety of options for consumers, from boleto to credit card. This ensures flexibility and convenience when completing the purchase. And for companies, the platform offers real-time transaction management, allowing managers to filter sales by customer name, salesperson, or even payment status, optimizing sales control.
Furthermore, through a strategic partnership with the Meta Group, owner of platforms such as WhatsApp, Instagram, and Facebook, Poli Digital ensures that the system complies with all the guidelines of these social networks. This means that companies can operate smoothly, avoiding issues such as unexpected suspensions or blocks and ensuring a safe and uninterrupted experience for their users.
Alberto concludes by emphasizing that "in this scenario, tools like Poli Pay represent a true revolution in Brazilian e-commerce. They offer effective solutions to reduce cart abandonment rates while boosting sales, especially for small and medium-sized businesses." He also emphasizes: "With the constant evolution of digital technologies, the trend is that more and more retailers will adopt innovative strategies, enhancing the consumer experience and ensuring increasingly positive results for the sector."
