Black Friday, traditionally held in the last week of November, boosts sales volume for Brazilian e-commerce, but also puts the infrastructure of online stores to the test. The report "E-commerce Sectors in Brazil," by Conversion, shows that November sees one of the highest traffic peaks of the year, followed by an 8.6% drop in December, evidence of the exceptional volume of the period. A Tecflow study on Black Friday 2024 indicates that 55% of retailers faced slowdowns or instability, and that 40% of failures were linked to critical APIs, putting pressure on checkout and authentication systems. Despite the high interest, purchasing behavior reveals a paradox: more people reach the shopping cart, but many do not complete the purchase. According to E-commerce Radar, the abandonment rate can reach 82% in Brazil, influenced not only by fraud issues, but also by failures in the payment experience, such as undisclosed additional costs, uncompetitive deadlines, and complex checkouts.
Hugo Venda, CEO of UnicoPag and innovation specialist, emphasizes that the integration between technology and human service is essential for the evolution of payment methods: “True digital transformation happens when technology serves people. By combining data, automation, and human support, we can generate more predictability and trust for merchants, transforming payment into a real growth factor.” The combination of analytical tools, automated processes, and continuous monitoring allows for the identification of bottlenecks, adjustment of flows, and improvement of the user experience, which tends to reduce operational costs and increase the efficiency of transactions.
With increased competition in e-commerce, companies have been seeking solutions to avoid losses in critical stages of the buying journey. The combination of predictive technology, automation, and 24-hour consultative support proves efficient in transforming moments of rejection into learning opportunities and quick action. This integration allows retailers to make more assertive decisions, adjust payment flows, and monitor indicators in real time, increasing the efficiency and predictability of the sales process, even on high-demand dates such as Black Friday.
Looking to the future, UnicoPag envisions online payment methods evolving to combine data intelligence, personalization, and close customer relationships. In this context, Hugo Venda reinforces the solution's strategic vision: “The gateway can be more than just a technical service; it can become a partner for the merchant in the sustainable growth of Brazilian e-commerce, valuing both innovation and empathy in customer service.” This approach demonstrates that investing in technology aligned with human support is not merely an operational measure, but a competitive advantage that directly impacts conversion and customer loyalty.
