In a scenario marked by persistent inflation and high interest rates, Brazilian small and medium-sized enterprises (SMEs) have been demonstrating resilience and growth potential by investing in e-commerce as a strategic channel. In the first quarter of 2025, entrepreneurs using LWSA's digital platforms, which include the brands Bling (ERP), Tray (e-commerce), Bagy (social commerce), and others, generated R$ 18.2 billion in sales, representing a 14.5% increase compared to the same period of the previous year.
The advance is particularly notable among retailers operating their own stores, whose revenue grew by 14.1% in the period, reinforcing the trend of channel diversification and greater control over brand, margin, and customer relationships.
For Marcelo Navarini, director of Bling, this performance is the direct result of the combination of planning, efficient management, and the use of technological tools. "Even with economic challenges, those who organize themselves and invest in the right solutions can grow. A well-structured ERP allows monitoring cash flow, controlling inventory, issuing invoices, and even forecasting demand more securely," he states.
Currently, LWSA serves more than 700,000 clients – most of them SMEs. The net revenue of the company's Commerce segment totaled R$244.2 million in the first quarter of this year, a 12.6% increase compared to the previous year. Part of this growth also comes from strengthening multichannel sales strategies, which include a simultaneous presence on marketplaces, social networks, and TikTok Shop.
According to Thiago Mazeto, Tray's director, the secret is to anticipate high-consumption dates such as Valentine's Day, Black Friday, Christmas, and even major events like The Town in São Paulo. "With Tray, the retailer can create their store, integrate with various channels, and control everything on a single platform, boosting sales efficiently," he states. The multichannel strategy also allows for improving marketing campaigns, automating operational processes, and enhancing the quality of the end customer's experience.
77% of consumers shop online and in physical stores
This digital effort resonates with consumer behavior. The CX Trends 2025 study, conducted by Octadesk in partnership with Opinion Box, shows that 60% of Brazilian consumers are already impacted by artificial intelligence and hyper-personalization in the purchasing process. Additionally, 77% of respondents purchased both online and in physical stores in the last 12 months, revealing a consolidated hybrid pattern. The main purchasing channels are online stores (68%), marketplaces (66%), and physical retail (64%).
Among the criteria most valued by consumers are free shipping (62%), product or service quality (56%), and competitive pricing (53%). On the other hand, delivery delays (24%), misleading advertising (24%), and poor product quality (26%) are among the main reasons for cancellations or complaints.
For Rodrigo Ricco, CEO of Octadesk, the use of technology must always go hand in hand with empathy. "Technology needs to facilitate and personalize, but without replacing human contact. Hybrid service, which combines automation with proximity, is now a real competitive advantage," he concludes.
