The online shopping segment is one of the most efficient in recent years. For an idea, in 2024, Brazilian e-commerce moved more than R$204 billion, representing an expansion of 10.5% when compared to 2023. These are data from ABComm, which also indicates that for 2025, the expectation is that revenue will reach R$224.7 billion, with an increase of 10%.
With technological advances, more complex shopping journeys, and increasingly demanding consumers, selling online goes far beyond just delivering services and products. And this is where requirements like data, automation, personalization, and integrated channels come in. Today, these are the essential pillars for those who want not only to survive but to thrive and stand out in e-commerce.
For you, dear reader, to understand a little better, I will explain these points:
- Data: data can be considered the new fuel for online retail. That is why companies investing in analytics can better understand their customers’ profiles, predict demands, optimize stocks, and create more effective campaigns. It is precisely through data that managers can make faster and more efficient decisions, especially in an increasingly fast-paced world;
- Automation: here I start by emphasizing that automation does not mean ‘coldness’ or distancing. Automation, when well implemented, goes exactly in the opposite direction. Through it, managers can free up teams to focus on strategies and creativity, while robots take care of the operational side;
- Hyperpersonalization: As I mentioned at the beginning of this text, consumers are becoming increasingly demanding, leading to a high demand for increasingly personalized services, products, and campaigns. Therefore, more than a technology issue, personalizing is a strategic choice because it is through it that brands can generate connection and campaigns with their target audience, increase engagement with their brand/company, and consequently, the number of loyal customers;
- Multi-channels: You are impacted by a campaign on TV, start researching more on the internet, check the brand’s reputation on different platforms, chat with other customers via WhatsApp, and finally, go to the physical store to purchase. This is just one example of how the buying journey is no longer linear. Therefore, it is extremely relevant to interact and keep the customer engaged;
Finally, it is a fact that online retail has undergone many transformations, and believe me, we will have even more incredible news in the coming years. The general proposal is to attract, engage, and turn customers into fans and ambassadors of the brands. Think about it!
