The beginning of the year was favorable for e-commerce in Brazil. This is what the data released in June by the Brazilian Association of Electronic Commerce (ABComm) shows. Online shopping reached R$ 44.2 billion in the first quarter of 2024, a 9.7% increase compared to the same period last year. The average ticket was also higher, increasing from R$ 470 to R$ 492. But, despite the growth, the slow seasons also arrive and are a reality for digital retailers.
Months without commemorative dates and significant events—such as July and October—tend to be periods of lower demand for various segments. However, it is important to set aside the fear of seasonality and view it as a natural process. After all, it happens to all ventures, from small retailers to marketplaces, and everyone can count on performance marketing as an ally.
To improve sales during low periods, advance planning is essential. Luana Merlyn, media coordinator of theYooperIt is recommended to analyze the previous year's data to understand the e-commerce behavior and to map out objectives, actions, and goals for the new year. "Creating a calendar and taking advantage of seasonal lows to create special dates, such as brand anniversaries and exclusive promotions, can be very effective," he advises.
With careful planning and well-defined performance marketing strategies, e-commerce businesses can turn periods of low demand into growth opportunities, maintaining relevance and consumer engagement throughout the year. Luana highlights three main ways of acting with this goal
- Anticipation of actionsIt is recommended to intensify media campaigns before important commemorative dates, which can generate early sales and increase traffic. "For example, we can start promoting Father's Day in July to boost August sales," suggests Luana.
- Focus on hot audiencesSegmenting e-commerce visitors, users who recently added products to their cart, and frequent customers is another strategy that can be applied in performance marketing. "Repeat buyers are practically brand fans and represent a very valuable audience," highlights the coordinator.
- Creating lookalike audiencesIt is also recommended to expand targeting by creating audiences with characteristics similar to repeat buyers. "It's a way to maximize the reach of campaigns," he explains.
Luana also warns that interrupting the marketing plan during periods of low demand can be detrimental. "Paid media tools rely on the continuous learning provided by machine learning. Pausing strategies means discarding all the built intelligence, also harming the months of high demand," concludes the specialist.
