In the last year, the revenue of Brazilian e-commerce was R$ 185,7 billion, according to data from the Brazilian Electronic Commerce Association (ABComm). The value represents a growth of more than 10% compared to 2022. The segments that stood out were electronics, electronics, telephony, home and decor and fashion and accessories
The projection for 2024 is that earnings will be even greater and reach the mark of R$ 204 billion, with an average ticket of R$ 500. The number of virtual buyers is expected to exceed 90 million, according to ABComm. Despite the accelerated expansion, the sector still faces challenges
Among the main obstacles to taking advantage of the promising prospects of this business model is the difficulty of access in some regions of the country, according to information from the National School of Public Administration (Enap), in partnership with the Subsecretariat of Business Environment and Competitiveness (SANC) and the Ministry of Economy
The obstacles to making deliveries in rural areas, regions with access difficulties, favelas and areas without ZIP codes can impact the expansion of the sector. The road transport model is the most adopted, however, the limitations and restrictions influence the final price of the order, resulting in high shipping costs
Internet scams cause distrust among consumers
Among the challenges faced by digital commerce are scams, that increase consumer distrust, as reported by the Brazilian Service of Support for Micro and Small Enterprises (Sebrae).
Invest insecure payment technologiesand provide on the website information such as the company name, address, CNPJ isfeedbackthe clients are measures that should be adopted by stores to show the consumer the good functioning
Serasa Experian, datatechleader in intelligence solutions for risk and opportunity analysis, reveals that, only at the end of 2023, there were more than 837 thousand fraud attempts in the country. That's why, concern about this type of crime has increased to 58% among companies, in 12 months. In the case of large organizations, 68% declare that they are more aware of the subject
The situation also causes concern among consumers. According to the Brazilian Federation of Banks (Febraban), three in every ten people in the country have already been victims of some type of scam. But it is possible to enhance security through measures such as not clicking on unknown links, prefer to shop at companies where business has already been done and reinforce care with passwords and cards
Among the strategies to prevent online fraud, Serasa indicates, yet, check the company's commercial data and verify security seals and digital certification. E-commerce website addresses should always start with "https", and not "http".
Evaluate the quality of communication, like Portuguese errors and low-quality photos, and use secure devices, avoiding other people's computers and public Wi-Fi networks, also reduce the chances of the consumer becoming a victim of online fraud
Digital exclusion creates access barriers
Survey conducted in 2023, by the Brazilian Society of Retail and Consumption (SBVC), indicates that the maindigital payment optionsoffered by companies in online retail is the credit card in full (100%), the Pix (85%) and the installment credit card (85%).
In purchases made through the computer, the installment credit card is the consumer's preference. Already in those carried out by the cell phone, Pix consolidates itself as the most used payment method. The digitization of payment methods brings convenience to the customer, but this reality has not yet reached the whole country.
There are more than 36 million people offline in Brazil and, in rural areas, the index reaches 53,3%. The data is from the TIC Households, released in 2023 by the Regional Center for Studies on the Development of the Information Society (Cetic.and highlight that digital commerce is still not accessible to everyone
E-commerce grew, but the competition also
In 2023, the number of online stores increased by 17% compared to the previous year, reaching over 1,9 million. The result of the research "Profile of Brazilian E-Commerce", carried out byBigDataCorp, demonstrates that the scenario is favorable for the growth of online businesses
With the emergence of new companies, the competition intensifies. To remain competitive, they need to show the differential to the target audience and develop strategies to position themselves in search engines, how to invest in marketing and SEO
According to Sebrae, one of the most common navigation problems is heavy websites and applications that, many times, take a long time to load or show errors, influencing the abandonment of the purchase. E-commerce needs to be accessible, with platforms that offer good usability and enhance the user experience
