In 2024, Brazilian e-commerce grew by 10.5% compared to the previous year, totaling R$ 204.3 billion collected. In total, the number of online buyers in the country reached 91.3 million, according to data from the Brazilian Association of Electronic Commerce (ABComm). This scenario shows us that online sales are a growing market, where there are opportunities for growth across various segments. However, adopting the wrong strategy can compromise e-commerce sales results. Hygor Roque, Brand and Partnership Director at Uappi, a company specialized in e-commerce, explains the main mistakes made by companies and how to avoid them.
Main mistakes in e-commerce
A study by the Baymard Institute indicates that the average cart abandonment rate in e-commerce is 69.57%, with the main reasons including high additional costs (49%), the need to create an account (24%), and a complex checkout process (18%). Check out the main factors that can frustrate the online sales strategy, according to Roque.
Treating the website as a parallel sales channel:This is the most common error among companies. "Many treat e-commerce as a parallel channel rather than a real business, which leads to strategic failures such as lack of investment in traffic, little attention to the user experience, and absence of a clear brand positioning," he/she/they explains.
Wrong technology:When making the investment, some companies choose cheaper platforms, which end up costing more in the medium term: "They end up being limited and requiring dozens of additional integrations, increasing the actual cost of the operation," evaluates Hygor.
Lack of audience investment:Many brands build a digital trajectory entirely dependent on paid media, without investing in audience and recurrence, which weakens the business and makes it less sustainable. "The truth is that selling online requires a professional approach, with a customer acquisition strategy, a well-planned structure, and an efficient shopping experience. Those who ignore these factors end up turning e-commerce into a problem, rather than a solution for brand growth," concludes the expert.
Hide extra costs:This is the main reason for cart abandonment. Unexpected additional costs, such as high shipping or extra fees, should be present from the beginning of the consumer's journey. "The ideal is to be transparent from the beginning, informing the total cost on the product page or offering a shipping simulation before checkout," adds Hygor.
Need to create an account to purchase:that deters many consumers. The checkout should be quick and smooth. "Consider offering the guest checkout option, as this can significantly improve conversion," he explains. Furthermore, making the payment process more difficult can also lead to cart abandonment. "Simplifying forms, reducing the number of mandatory fields, and offering multiple payment options are effective ways to reverse this scenario," evaluates the specialist.
Lack of well-prepared information about the product"The online consumer cannot touch the product, try it out, or ask the seller questions at the time of purchase. All they have to make their decision are the descriptions and images on the website. If this information is vague, generic, or incomplete, the likelihood of abandonment increases significantly," he explains. It is important to invest in detailed descriptions that address the most common customer questions and highlight the product's unique features. The images should be of high quality and showcase the product from different angles. If possible, include videos. In the descriptive section, the company must provide all relevant technical information. "The more information the brand provides, the fewer objections the consumer will have and the higher the conversion," he concludes.
Assessments that should be made before investing in e-commerce
Although most companies are focused on expanding their business through online sales, not all businesses are ready for this step. Before launching an e-commerce, it is important to assess whether there is demand for this online purchase of the brand's products, whether the company has the infrastructure to handle inventory logistics and real-time customer service, as well as to evaluate the remaining profit margin in case investments are needed for e-commerce sales. Even after analyzing all these points, many companies make mistakes after starting that can compromise results and profitability if not carefully calculated.
