Have you ever added products to the cart of an online store and, for some reason, did not complete the purchase? That's right, you are not alone. Cart abandonment is a concerning reality for Brazilian e-commerce, with rates that can reach an impressive 82%, according to the E-commerce Radar. Unexpected costs, long delivery times and complicated checkouts are some of the factors that drive consumers away at the decisive moment, generating losses for retailers
Almost half of consumers (48%) give up on the purchase when faced with higher prices than expected, according to a study by the Baymard Institute. But the problem doesn't stop there. Delays in delivery are also a major villain, taking 36,5% of customers abandoning their carts, according to data from Yampi. And there's more: the complicated checkout is another critical factor. 79% of Brazilians prefer to pay for their purchases in installments, and the lack of flexible payment options causes many to give up even before completing the purchase, shows research from SPC Brazil – Credit Protection Service
However, technology has arrived to turn this game around. Innovative solutions have emerged in the market, making the consumer experience easier, efficient and personalized, in addition to driving the realization of purchases
One of the innovations that promises to reduce cart abandonment is Poli Pay, a feature created by Poli Digital, Goian startup specialized in contact channel automation. According to Alberto Filho, CEO of the company, this solution allows consumers to complete the entire shopping 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, in addition to boosting the growth of national e-commerce, highlights Alberto
Poli Digital reveals that the amounts transacted by Poli Pay have already exceeded R$ 6 million. Alberto emphasizes that this solution is highly effective, since 62% of Brazilian consumers use digital channels to make purchases, according to Opinion Box
While traditional e-commerce faces a difficult reality, with only 22% of customers who create shopping carts completing the transaction, the success rate of Poli Pay reaches 58%. "This means that the solution can achieve more than double the market average". The secret to this performance lies in the practicality and integration of the system, that offers a smooth shopping journey, where the consumer chooses products, interacts with service channels and makes the payment, everything within a single digital environment, highlights
Another great differentiator is its integration with market giants in payment processing, like Mercado Pago and PagSeguro, offering a variety of options for the consumer, from boleto to credit card. This ensures flexibility and practicality when completing the purchase. AND, for companies, the platform offers real-time transaction management, allowing managers to filter sales by customer name, seller or even payment status, optimizing sales control
Furthermore, with a strategic partnership with the Meta Group, owner of platforms like 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 with peace of mind, avoiding problems such as unexpected suspensions or blocks and ensuring a safe and uninterrupted experience for your users
Alberto concludes by emphasizing that "in light of 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 enterprises.He further emphasizes: "With the constant evolution of digital technologies, the trend is that more and more retailers adopt innovative strategies, enhancing the consumer experience and ensuring increasingly positive results for the sector.”
