Brazilian retail grew by 2.4% in July 2025, according to the Stone Retail Index (IVS), released by Forbes Brazil. While physical stores experienced a more moderate increase of 0.7%, digital commerce showed a decline of 6.8% during the period. Despite the temporary slowdown in e-commerce, experts highlight that marketplaces and digital strategies remain the main drivers of the sector's transformation, emphasizing the importance of an online presence for consistent and competitive results.
For marketing and business strategy specialist Frederico Burlamaqui, the growth of digital retail and the strength of marketplaces are directly linked to changes in Brazilian consumer behavior. "Today's customer is more informed and connected. Many purchases start online, even when the finalization occurs in the physical store. Marketplaces bring together variety, competitive prices, and convenience, offering a safe and efficient experience for both consumers and brands," he explains.
Physical and digital experience
Burlamaqui explains that even with the accelerated growth of online commerce, physical stores continue to play a strategic role, especially in segments that require direct interaction with the product or specialized service. "Physical stores have not lost relevance, but they need to reinvent themselves to meet the new consumer expectations. Integrating the customer experience in the physical store with digital allows for more convenience, comfort, and personalization. This not only increases customer satisfaction but also strengthens loyalty and boosts the average ticket, creating a virtuous cycle of engagement and revenue," he says.
In addition to integrating physical and digital stores, the professionalization of online retail becomes an essential factor to maintain competitiveness and meet the new consumer expectations. At this point, investments in agile logistics, personalized service, and data analysis enable campaigns to be more targeted and precise, enhancing the shopping experience across all channels. "Marketplaces offer infrastructure and traffic, but true success depends on careful management of the product mix, delivery times, and communication with the consumer. Companies that see digital as a natural extension of their business achieve consistent and lasting results, building sustainable competitive advantage," he explains.
Expert tips for retailers to adapt to the digital landscape
1 – Channel integration
The unification of stock, prices, and communication between physical and online stores creates a seamless experience for the customer, avoiding confusion and reinforcing trust. "When the consumer perceives that the brand offers a continuous journey, whether shopping in-store or online, it increases loyalty and the average ticket," explains Burlamaqui.
2 – Presence in strategic marketplaces
Choosing platforms that communicate with the target audience and investing in positioning within them increases visibility and sales. "It's not just about being present, but standing out. Marketplaces can bring traffic, but those who communicate clearly and in a targeted way can convert much more," says the expert.
3 – Logistics optimization
Ensuring competitive deadlines, efficient tracking, and reliable deliveries is crucial for customer satisfaction. "The delivery experience directly impacts brand perception. Logistical problems can destroy the reputation built with effort," warns Burlamaqui.
4 – Use of data for personalization
Purchase and browsing information allow for the creation of targeted offers and increased conversion. "Those who understand consumer behavior can anticipate needs and offer exactly what they are looking for, increasing engagement and sales," he explains.
3 – Team training
Training employees to provide good service both physically and digitally ensures brand consistency. "Humanized service makes a difference. Well-trained teams turn experiences into loyalty," highlights Burlamaqui.
4 – Investment in customer experience
Attractive packaging, efficient after-sales service, and attention to detail create a perception of value and loyalty. "Experience is not just price or product; it is every interaction. Brands that invest in this differentiate themselves in the market," comments the expert.
5 – Adoption of support technology
CRM tools, marketing automation, and inventory management help optimize processes and strategic decisions. "Technology enables efficiency and speed. Those who use data to make decisions minimize errors and maximize opportunities," says Burlamaqui.
6 – Exploration of social commerce
Integrating sales with social networks broadens reach and facilitates impulsive purchases. "Social networks are not just marketing channels; they are strategic sales points to engage and convert consumers," reinforces the specialist.
7 – Performance metrics monitoring
Monitoring conversion rate, cart abandonment, and average ticket helps to quickly adjust strategies. "Without measuring performance, there is no way to correct routes." Indicators show where to improve and where to invest more," warns Burlamaqui.
8 – Smart promotions
Limited-time and personalized campaigns boost engagement without compromising margin. "A well-planned promotion creates a sense of urgency and perceived value, but it must be strategic to not affect profitability," concludes the specialist.
