The beginning of the year was favorable for e-commerce in Brazil. This is what the data released in June by the Brazilian Electronic Commerce Association (ABComm) shows. Online shopping reached R$ 44,2 billion in the first quarter of 2024, value that represents an increase of 9,7% compared to the same period of the previous year. The average ticket was also higher, going from R$ 470 to R$ 492. But, despite the growth, the low seasons also arrive and are a reality for digital retailers
Months without commemorative dates and significant events —like July and October —they tend to be moments of lower demand for various segments. However, it is important to set aside the fear of seasonality and face it as a natural process. After all, it happens to all businesses, from small retailers to marketplaces, everyone can count on performance marketing as an ally
To improve sales during low periods, advance planning is essential. Luana Merlyn, media coordinator of theYooper, it is recommended to analyze the data from the previous year to understand e-commerce behavior and map objectives, actions and goals for the new year. "Create a calendar and take advantage of low seasonality to create special dates", like brand anniversaries and exclusive promotions, can be very effective, advises
With careful planning and well-defined performance marketing strategies, e-commerces can turn periods of low demand into growth opportunities, maintaining consumer relevance and engagement throughout the year. Luana highlights three main ways of acting with this goal
- Anticipation of actionsit is recommended to intensify media before important commemorative dates, what can generate advance sales and increase traffic. "We can", for example, start promoting Father's Day in July to boost August revenue, suggests Luana
- Focus on hot audiencessegment e-commerce visitors, users who recently added products to the 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 indicated, also, expand segmentation by creating targets with characteristics similar to repeat buyers. "It is a way to maximize the reach of the campaigns", explain
Luana also warns that interrupting the marketing plan during low demand periods can be harmful. "Paid media tools rely on the continuous learning provided by machine learning". Pausing the strategies means discarding all the intelligence built, also harming the months of high demand, finalizes the specialist
