According to a five-year outlook conducted by Gartner, the future of digital commerce brings the fundamental principles of reliability, anticipation, solutions and continuity, in addition to four major themes: customer centricity, connected experiences, agility and intelligence. Starting from this, the digital landscape will become increasingly omnipresent and will focus on providing connected and agile experiences through AI to create possibilities for businesses and consumers.
The study reveals significant analyses of a strategic landscape towards digitalization. Gartner warns that, by 2025, 80% of low-code technology developers will be citizens who are not part of the IT department, that is, people from various areas and groups. It is estimated that by 2027, 20% of B2B organizations will use digital twins to improve revenue and customer experience. Until 2028, 15 billion connected products will exhibit behavior as if they were customers and will seek services and products for themselves and their managers. Finally, the research indicates that by the year 2030, sellers will be integrated into B2C and B2B transactions only when necessary and conversational automation will be part of everyday life, inclusive for the global market.
The integration of systems and platforms with solutions automated by artificial intelligence providesinsightsvaluable insights on the main trends in the Brazilian retail sector such as personalization, omnichannel, simplification of financial transactions, consumer experience and digitalization of organizations to explore business opportunities in 2025.
According to the Nielsen report, NIQ Guide to 2025 Mid-Year Consumer Outlook, released this year, the global middle class will reach 131 million new consumers. The ranking is led by countries like India and China, but Brazil could also benefit from this increase, once the customer-centered approach can redefine strategies to stand out, execute tasks and boost sales in the face of competitiveness.
In this way, personalization reveals a strong tool to customize all stages, from the first contact with the client, until his loyalty to the company or brand. A Yalo, for example, recreated intelligent sales agents using AI. With that, the technology will allow them to act as specialized and trained salespeople to gather information and data in real time, creating engaged connections for a quality relationship throughout the journey.
Omnichannel consumption continues to be a trend, involving both shopping experiences on online platforms, how much in physical spaces, becoming a protagonist among Brazilians. A study by Harvard Business Review revealed that 73% of interviewed customers use more than one channel during the journey to completing a purchase, reaching to invest 10% more online compared to those who use only a single method to buy.
In this sense, the increase in omnichannel customers implies the opportunity for new technological integrations capable of transforming shopping journeys and boosting retail sales. A Jitterbit, global company ofsoftwareand pioneer in the market with solutionslow-codeof AI, uses technology to implement secure and scalable solutions that enable greater connectivity for clients during the sales stages, ensuring a personalized experience and reducing friction.
The research Artificial Intelligence in Retail 2024, from the Retail Central, brought data about the current scenario, increasingly digitized. 47% of retailers said they already apply AI-related technologies in their operations, while 53% stated they are attentive to the possibilities for implementation soon.
The Customer Experience (CX) sector stands out as one of the largest investors in Generative Artificial Intelligence (GenAI). Solution providers for this market already widely use technology, as pointed out in the latest edition of the ISG Provider Lens™ Contact Center study — Customer Experience Services 2024 for Brazil, produced and distributed by TGT ISG. However, despite the rapid adoption, there are still doubts about the long-term impact of this innovation on business.
Tied to technologies, payment solutions are also evolving to simplify and facilitate transactions and provide an increasingly secure experience for the consumer. A survey by the Central Bank pointed to the instant transfer system, the PIX, as one of the most successful A2A models in Latin America. In 2024, the modality surpassed the mark of 224,2 million transactions carried out for end users within 24 hours, in addition to the amount of money which was R$119,4 billion on the same day.
Thinking of providing access to credit for Brazilians and expanding the use of reliable methods, Horizon Pay launches an easy credit technology and installment plan, the PIXCard. The new tool uses PIX, popularly known, offering limit, especially in transactionsprivate label, for use in any establishment with the possibility of installment payment, favoring customers and ensuring greater flexibility for prospecting and loyalty on the part of retailers.
In general, the trends that drove retail in 2024 will continue to rise as strategic tools for the sector in 2025. Consumers are increasingly intentional in their purchases, seeking not only products that offer value, but a satisfying journey, smooth and high quality at the time of purchase. Integrate platforms bringing innovative solutions, technological and automated with AI is a way to take advantage of the opportunities that the growing wave of new consumers is seeking to find with significant and impactful advantages.
