With the largest global growth in e-commerce in 2024, and a 16% increase in online sales, e-commerce in Brazil is at the center of a digital revolution that continues to grow, as shown byLatin America Digital Transformation Report 2024. Today, e-commerce in Brazil represents 11% of total retail sales, demonstrating the strong digitalization of consumption in the country, but there is still a lot of opportunity for growth.
With this in mind, the retail market has been investing heavily in hyper-personalization of online shopping, and with the evolution of artificial intelligence (AI), the opportunities are endless. By browsing, consumers not only find what they are looking for more easily but also receive highly personalized recommendations that make the shopping journey more intuitive and efficient. In retail, this technology is already a reality: arecent Nvidia researchpoints out that nine out of ten companies in the sector use or are implementing AI in their operations.
At Grupo Fujioka, artificial intelligence has been a key element in transforming the consumer's relationship with the platform. Frederico Godoy, the B2B e-commerce manager at Fujioka, explains that the website analyzes customers' browsing in real time to strategically suggest products. "Our AI model observes user behavior, from what they search for to interactions with different categories, and adjusts recommendations accordingly," he highlights.
The customization happens dynamically. If a customer visits the notebooks section, for example, they may receive suggestions for similar models. If you add a product to the cart, the AI understands the context and offers complementary accessories, such as mouse, keyboard, and backpacks, increasing the accuracy of the recommendation. This level of personalization allows the consumer to find what they want more quickly, reducing search time and making the experience smoother.
In addition to product recommendations, AI also assists in pricing and analyzing consumption trends. "The technology not only suggests similar items but also cross-references purchase behavior data from different users to identify market patterns and emerging trends," explains Frederico. This allows the Fujioka Group to adjust its commercial strategy more precisely, optimizing inventories and offering targeted promotions to the right audience.
The results of this strategy are already noticeable. According to Frederico, the impact of artificial intelligence can be measured in different ways, but the most visible is the increase in browsing time and sales conversion. "We noticed that customers stay longer on the site, explore more pages, and, most importantly, add more products to the cart. The conversion rate increased, and the average ticket size of purchases also grew," he states.
E-commerce of the future
For Frederico, AI will continue to evolve, making consumer interaction with platforms even more intuitive. "The trend is that navigation will no longer be done solely through clicks and will transform into a chat with artificial intelligence. Research and purchasing will be conducted through an interactive conversation, where AI understands and responds to the customer's needs in real time," it predicts.
Another major bet for the future is the integration of AI with Augmented Reality (AR) and Virtual Reality (VR). According to Frederico, this innovation will allow consumers to interact with products before purchasing. "With AI-generated 3D models, it will be possible to view an item in the real environment or try it virtually, increasing confidence in the purchase decision," he explains.
Artificial intelligence is no longer a distant trend – it is redefining the way we shop and interact with brands. At Fujioka and in several other retail companies, technology is becoming a strategic pillar to offer a faster, personalized, and more efficient experience, connecting consumers and products in an increasingly intelligent way.
