Brazilian e-commerce is experiencing a moment of rapid and challenging transformations. With the increasing digitalization of consumption, more consumers have been migrating to online shopping, driving the growth of the sector. However, this growth is not always linear. Many retailers still face obstacles in maintaining sustainable operations and increasing the conversion of visitors into repeat customers.
In a highly competitive environment, where the options for consumers are vast and expectations are increasingly high, understanding how to stand out and retain the customer becomes essential. In this context, strategic management of customer relationships emerges as a decisive differential for the success of online stores
According to the data from theCRM Report ofEmail, that analyzed thousands of e-commerce operations, the way of relating to the customer base can directly impact the results
1. The frequency of contact and its impact on sales
The frequent sending of communications is a relevant factor for the performance of online stores. According to the analyzed data, e-commerces that shipmore than 30 campaigns per monthregister an average revenue ofR$ 45 thousand, while those who send between 1 and 4 campaigns remain in the range ofR$ 2.333.
Thus, maintaining constant contact can help consolidate the brand in consumers' memory. However, the effectiveness of this contact depends on the relevance of the content and the segmentation of the audience
2. The role of automation in customer conversion
The implementation of automation directly impacts sales. Companies that useautomated welcome flowsregister a revenue143% largerthan those that do not adopt this strategy
Automation allows communications to be sent at the most appropriate time for each customer, avoiding gaps in the relationship and increasing the chances of conversion
3. Recovery of abandoned carts
The cart abandonment rate in e-commerce remains high, but the data shows that a structured approach can mitigate this problem. Companies that useautomation for recovering abandoned cartsvia e-mail and WhatsApp they can recover up toR$ 298 mil/mêsin sales that, in another way, would be lost
The automation of these interactions also impacts thereturn on investment (ROI), that can reachR$ 9,01in this type of campaign
4. The relationship between the size of the contact base and revenue
The data shows that e-commerce withmore than 100 thousand contactsregister an average revenue ofR$ 33.835/mês, while those with less than 5.000 contacts are in the range ofR$ 1.584/mês.
Thus, the expansion of the customer base, when done in a qualified manner, can directly influence financial results. Strategies such as active lead generation and efficient segmentation can contribute to this growth
5. The impact of CRM on the organization of e-commerce
E-commerce businesses that use a structured CRM tool have an average revenue ofR$ 21.900/mês, while those who do not use remain inR$ 5.300/mês.
The CRM is not just a repository of information about customers, but another resource that enables campaign personalization and improves communication throughout the consumer journey
Structured relationship: the decisive factor for the growth of e-commerce
The data indicates that building a structured relationship with customers can make a difference in e-commerce performance. The recurrence of communication, the use of automation and the qualified capture of contacts are elements that directly impact results
The analysis of this information can help retailers identify areas for improvement in their operations and structure more efficient strategies for customer retention and conversion
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