Viral trends represent a golden opportunity to increase sales, but you need to know how and when to embrace them—and, most importantly, when to exit. According to Ecommerce na Prática, a global leader in e-commerce education, entrepreneurs must adopt a strategic approach to take advantage of them. trends, attract new consumers, strengthen your brand and focus on building customer loyalty.
“We see the impact of these trends very clearly. One example is the 2,000% increase in the number of items sold with the name ‘capivara’ registered on the Nuvemshop platform. This shows how internet cultural behaviors can directly impact e-commerce. But it’s essential to act consciously and not get carried away by emotion,” says Ana Clara Magalhães, marketing specialist and senior acquisition manager at Ecommerce na Prática.
Check out the expert’s top tips for turning a trend into a sales opportunity:
1) Be aware of society’s movements: Understanding what’s happening in the world—and on the internet—is the first step. Trends emerge from memes, viral videos, influencers, or social movements. “You don’t need to follow everything that’s trending, but you should identify what resonates with your audience. This requires active listening on social media and curiosity to keep up with trends. Only then will you know when there’s real potential to become a product,” explains Ana Clara.
2) Adapt the trend to your niche: Not every trend needs to be followed to the letter: the ideal is to adapt what’s trending to your brand identity or your audience’s interests, generating more connection and sales. “In the case of capybaras, for example, you don’t necessarily need to sell stuffed animals. You can use the theme in a print, decoration, references from a fun campaign, or even in social media content. The important thing is to incorporate what’s going viral in a way that makes sense for your business,” he advises.
3) Test before investing heavilyBefore betting big on a new demand, experiment. Launch a limited edition product or even a custom product to gauge market response. “Small tests prevent losses and help understand whether the trend has staying power or will peak and decline. Generally, the latter is what happens, whether in the short or medium term, so filling your inventory with products may not be the best initial approach. In the digital world, everything changes very quickly, so experimentation is a valuable ally,” advises Ana.
4) Be prepared to replenish stock quickly: When a product starts selling well, response time needs to be fast; good negotiation with suppliers and logistics partners will make all the difference. “On the other hand, slowness can make you miss the best part of the trend. Therefore, always have a plan B for replenishment and evaluate whether the supplier is able to deliver at the pace demanded by the trend,” highlights the manager.
5) Use the trend to build customer loyalty: More than just selling, a trend can be an entry point for building a relationship with new consumers. “If someone came to your store because of a viral product, this is the time to showcase other unique features of your business. Send a free gift, offer a coupon for their next purchase, or have your website ready to add complementary and similar offers with a focus on increasing the average immediate ticket or subsequent repurchase. The first contact is crucial for offering a good customer experience and starting to invest in loyalty strategies,” concludes Ana Clara.
