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 E-commerce (ABComm). This scenario shows us that online sales are a growing market, where there is an opportunity for growth in various segments. However, adopting the wrong strategy can compromise e-commerce sales results. Hygor Roque, Director of Brands and Partnerships at Uappi, a company specialized in e-commerce, explains the main mistakes made by companies and how to avoid them.
Main errors in e-commerce
A study by the Baymard Institute shows that the average shopping cart abandonment rate in e-commerce is 69.57%, with the main reasons including high extra costs (49%), the need to create an account (24%), and complex checkout (18%). Check out the main factors that can frustrate online sales strategy, according to Roque.
Treating the site as a parallel sales channel: this is the most common mistake among companies. “Many treat e-commerce as a parallel channel and not as a real business, which leads to strategic failures, such as lack of investment in traffic, little attention to user experience, and the absence of a clear brand positioning,” details.
Wrong technology: when making the investment, some companies opt for 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 operation,” evaluates Hygor.
Lack of audience investment: many brands build a digital trajectory totally dependent on paid media, without investing in audience and recurrency, which weakens the business and makes it less sustainable. “The truth is that selling online requires a professional approach, with 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, not a solution for brand growth,” concludes the expert.
Hide extra costs: this is the main reason for cart abandonment. Unexpected extra costs, such as high shipping or additional fees, should be present from the beginning of the consumer’s journey. “The ideal is to be transparent from the start, informing the total cost on the product page or offering shipping simulation before checkout,” adds Hygor.
Need to create an account to buy: this drives many consumers away. Checkout should be quick and seamless. “Consider offering the option of guest checkout, this can significantly improve conversion,” he explains. Also, complicating the payment process can lead to cart abandonment. “Simplifying forms, reducing the number of required fields, and offering multiple payment options are effective ways to reverse this scenario,” evaluates the expert.
Lack of well-crafted product information: “The online consumer cannot touch the product, try it, 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 chance of abandonment increases considerably,” he explains. It is important to invest in detailed descriptions that answer the most common customer doubts and highlight the product’s differentials. The images should be of high quality and show the product from different angles. If possible, include videos. In the descriptive part, the company should provide all relevant technical information. “The more information the brand provides, the fewer objections the consumer will have, and the higher the conversion rate will be,” he concludes.
Assessments that should be made before investing in e-commerce
Although most companies are geared towards 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 a demand for online purchase of the brand’s products, whether the company has the structure to carry out stock logistics and real-time service, in addition to evaluating the remaining profit margin in case it is necessary to make investments for sales via e-commerce. Even analyzing all these points, after starting, many companies make mistakes that can compromise results and profitability if not well calculated.
