THEBrazilian e-commerce revenueIn 2024, it exceeded 200 billion reais, according to data from the Brazilian Association of Electronic Commerce (Abcomm). The growth of over 10% compared to the previous year is an indicator of new realities in purchasing behavior and how online stores communicate with consumers, highlighting the role of Artificial Intelligence (AI) in personalizing the shopping experience, driving increased sales and customer loyalty.
For 2025, expectations are even higher:according to data from ABComm, it is expected that the revenue of virtual stores in Brazil in 2025 will exceed R$ 234 billion, representing a growth of almost 15% compared to the previous year, with an average ticket of R$ 539.28 and an increase of three million new buyers.
In a highly competitive scenario with increasingly demanding consumers, AI has emerged as an indispensable tool for the success of e-commerce.A survey conducted by Ebit/Nielsen reveals that 7 out of 10 online stores in the country already use some type of artificial intelligence resource, such as data analysis and automations to deliver a personalized and more accurate experience to your customers.
Among the companies consulted about the results of usingAI no e-commerce, edrone, a platform specialized in marketing automation and CRM, presented interesting data on the impact of its solutions on its clients' revenue. According to edrone data, automation tools were responsible for approximately 20% of the total revenue of their partner online stores in 2024, resulting in additional sales generated from actions such as abandoned cart campaigns, customer recovery, and post-purchase promotions. One of the most prominent automations was the abandoned cart recovery, which achieved an open rate of 25% and a conversion rate of 1.60%, helping to reduce the loss of sales that would normally occur in incomplete transactions.
Furthermore, personalization was one of the main factors that drove sales. In a CRM platform like theedronethe use of data for precise targeting enabled more effective marketing campaigns. Post-sale automations generated open rates of 43.7% and conversions of up to 1.86% in offers with discount coupons and cross-selling tactics. "We were surprised by the results achieved, especially in increased sales and customer loyalty. The difference in performance is evident among clients who use personalized automations, such as cart recovery and segmented campaigns. They are able not only to optimize their operations but also to create stronger connections with consumers, generating significant and sustainable results," shares Ana Luiza Zaroni, support team manager at edrone.
AI and automation help sell more on special dates
Holidays also promise to be even more impactful on e-commerce revenue in 2025, especially for retailers who adopt artificial intelligence in their operations. In theBlack Friday 2024 a ArtStone, leader in the Brazilian market for natural stones and accessories for costume jewelry, earned more than R$75 thousand reais in just one day, combining newsletter campaigns with three marketing automations from edrone, achieving an overall revenue in November 52% higher than in the previous month.
"With such an extensive and strategic campaign, we needed a robust platform that would allow us to target the audience, automate sends, and monitor results in real time. The fact that there was no limit on sends allowed us to maintain active and consistent communication throughout the entire event, without having to worry about additional costs. The tool helped us create clear and targeted communications, ensuring that our clients were always informed and engaged." shares Alan Matheus Perez, marketing director of ArtStone.
With the expectation that the volume of online orders in 2025 will grow by 5%, totaling 435 million purchases, adapting to these new technologies and trends will be essential for retailers to stay competitive. The year 2024 was marked by artificial intelligence as one of the greatest drivers of sales, and with the continuous evolution of these tools, it is expected that the impact of AI on online sales will intensify even further in 2025, helping brands deliver faster, more personalized, and connected shopping experiences.
“A new bet by edrone is the creation ofdynamic email subjects, according to each user's behavior. Thus, the same campaign will have various forms of communication, targeted to each type of customer, all automatically with the help of Generative AI," anticipates Ana Luiza.
