With the arrival of end-of-year sales focused on holidays like Christmas and celebrations, e-commerce retailers are facing the peak season for online retail. But the secret to success lies not only in seasonal promotions, but also in continuous optimization strategies and customer relationship management throughout the year.
According to the survey "Black Friday 2025 – Black Friday Beyond the Price ," conducted by MindMiners, 9 out of 10 consumers research before buying . Furthermore, 71% of Brazilians intend to spend up to R$ 1,000 , reinforcing a more rational and planned behavior.
“The end-of-year dates, such as Black Friday, Christmas, and end-of-year celebrations, are unique conversion opportunities, but retailers who limit their strategies only to these dates are leaving money behind in the other 10 months of the year,” warns sales expert Thiago Muniz, professor at the Getúlio Vargas Foundation (FGV) and CEO of Receita Previsível.
E-commerce scenario in Brazil
Brazilian e-commerce continues to expand and has established itself as one of the most promising in the world. According to the Brazilian Association of Electronic Commerce (ABComm) , the projected revenue for Brazilian e-commerce by 2029 is 350 billion reais.
Another relevant point is the growing influence of content creators on purchasing behavior. Data from Rakuten Advertising reveals that 61% of consumers (in Brazil and globally) made purchases motivated by influencer recommendations in the last six months. In Brazil, 83% have already bought products above R$ 100 recommended by influencers, with 38% spending more than R$ 500.
These numbers show that the digital consumer is more attentive, informed, and demanding, and that competing in this environment requires continuous planning, personalized experiences, and operational excellence.
Furthermore, the Brazilian digital market presents an increasingly competitive landscape. Regarding the brands most remembered by consumers during promotional periods, Magalu leads with 22%, followed by Casas Bahia (16%), Americanas (13%), Shopee and Amazon (12%), Mercado Livre (9%), Samsung (7%), Electrolux, Nike and Shein (3%), according to research by MindMiners.
Another striking finding of the survey is the meteoric rise of Shopee, which emerged in Brazil in mid-2019 and in just 6 years has already surpassed traditional Brazilian and international brands. With a number of mentions close to Americanas, the strength of the brand's development in recent years is evident.
“The Shopee case demonstrates that it’s not just established giants that can stand out. Smaller and medium-sized stores can indeed compete, as long as they implement the right strategies consistently,” analyzes Muniz.
Practical tips to maximize results in e-commerce.
To help entrepreneurs maximize their end-of-year sales results, Thiago Muniz has compiled seven practical tips that can be implemented immediately in any online store:
1. Optimize website speed: Loading speed is one of the main factors impacting conversion rates. According to Think with Google , 53% of users abandon a mobile website if it takes more than 3 seconds to load.
“Investing in quality hosting and image compression is essential to keep visitors engaged. A fast website conveys trust and reduces shopping cart abandonment,” advises Muniz.
2. Simplify the checkout process: each additional field in the purchase form reduces the conversion rate. According to the Baymard Institute , the average shopping cart abandonment rate in e-commerce is 69.8%. Offering simplified checkout, payment via PIX (Brazilian instant payment system), auto-fill data, and the option to purchase as a guest can quickly increase conversions.
PIX, for example, is already the most used payment method in the country by 73% of Brazilians, according to a survey by MindMiners.
3. Invest in complete product descriptions: In the online environment, the customer cannot touch or test the product, so detailed information is essential. "Complete descriptions, with dimensions, technical specifications, high-resolution photos and videos, reduce doubts and returns, in addition to strengthening the website's SEO," adds Thiago.
4. Implement urgency and scarcity ethically: informing customers about limited stock, special delivery times, or limited-time offers stimulates purchase decisions, provided it is done transparently and truthfully. Deceptive strategies, besides being illegal, compromise the brand's reputation.
5. Create a post-sales relationship program : retaining customers is much more profitable than acquiring new ones. A Harvard Business Review study data from Bain & Company shows that a 5% increase in retention rate can raise profits between 25% and 95%.
“Invest in follow-up emails, satisfaction surveys, exclusive offers, and loyalty programs to transform occasional buyers into repeat customers,” emphasizes Muniz.
6. Use social proof strategically: customer reviews, number of sales made, and security seals increase consumer confidence. According to the Spiegel Research Center , the likelihood of buying a product with five reviews is 270% higher than the likelihood of buying a product with no reviews.
"Show real reviews, respond to reviews, and encourage satisfied customers to share their experiences," they add.
7. Personalize the browsing experience: Personalization is one of the main trends in e-commerce. Data from Epsilon shows that 80% of consumers are more likely to do business with a company that offers personalized experiences. Furthermore, 44% of consumers say they are likely to become repeat buyers after a positive personalized experience.
Use behavioral data and purchase history to create personalized recommendations, dynamic storefronts, and targeted communication.
Long-term vision
According to Thiago Muniz, the most common mistake among online retailers is focusing exclusively on one-off sales without building a sustainable system. “The difference between online stores that survive and those that thrive lies in predictability . When you implement consistent processes for optimization, data analysis, and customer relationship management, sales cease to be a lottery and become an expected outcome,” explains the CEO of Receita Previsível.
The expert recommends that retailers dedicate at least 20% of their time to analyzing metrics and continuous optimization, treating the online store as a system that can and should be constantly improved.
"End-of-year sales and the Christmas period are excellent opportunities to test strategies on a large scale. What works during these times should be adapted and maintained throughout the year. Success in e-commerce isn't about having one good month, it's about building twelve consistent months," concludes Muniz.
