Brazilian e-commerce continues to show rapid growth, and the food sector is one of the main protagonists of this expansion. According to data from Nielsen, the world's leading consumer intelligence company, e-commerce revenue in Brazil grew by 18.7%, reaching R$ 160.3 billion in the first half of 2024. Among the highlights of this increase is the food category, which recorded an 18.4% growth in gross revenue, driven by the rising demand for fast-moving consumer goods (FMCG).
Nielsen's research revealed that baskets composed of Food, Beverages, and Perfumery and Cosmetics were the main drivers of growth in e-commerce, accounting for a combined 51% of total orders. The shopping experience and the convenience of the payment and delivery process have been key factors for customer satisfaction, further increasing consumer confidence in this shopping channel.
In this context, Vapza, a company specialized in vacuum-packed ready-to-eat foods, is one of the sector players that has stood out in e-commerce, with the company recording a 39% increase in e-commerce in the first half of 2024 compared to the same period of the previous year, consolidating its position in the digital market. "Vapza's e-commerce is constantly growing, a result of various strategies and technical improvements. We expect the same level of growth in the second half of 2024, as in August, we experienced a 24.6% increase compared to the same period in 2023. This progress reflects consumer behavior, which seeks convenience, healthiness, and safety when shopping online," comments Vapza's CEO, Enrico Milani.
Innovative strategies
To support this growth trend, Vapza is betting on a set of innovative strategies. The company has been investing in partnerships with digital influencers and promotional campaigns focused on holidays, such as Black Friday and Christmas, with the aim of attracting and retaining new customers. One of Vapza's main differentiators in e-commerce is the Vapza Lovers Club, a loyalty program that offers immediate cashback in the shopping cart. The Vapza Lovers Club was created as a strategy to value our customers. The more they buy and refer, the more points they accumulate and can use, providing a real and direct benefit, explains Milani.
With clients across Brazil and in 14 other countries, Vapza has been especially prominent in the South and Southeast regions. Furthermore, according to the Head of Marketing, Liza Schefer, the company faces challenges in the digital environment, such as the constant improvement of the shopping experience and adaptation to new market demands. "E-commerce in Brazil is only growing, and we see this reflected in Vapza's sales. In this context, we are attentive to consumer needs and always seeking new ways to improve our online operation to reach our audience, composed of consumers who seek practicality without sacrificing quality and healthiness," reinforces the marketing head.
Vapza Alimentos celebrated 30 years in the market in 2024. Founded in 1994, Welinton Milani joined the company's board in 1998 and, in 2007, with a solid vision of growth potential, acquired 100% of the industry and made the brand a pioneer in the vacuum-packed and steam-cooked food market in Brazil.
