Start Site Page 18

Data reveals that consumers are anticipating Father's Day purchases online

E-Commerce Update
-
0
Data reveals that consumers are anticipating Father's Day purchases online

Father's Day remains one of the most important dates for Brazilian digital retail. In 2024, the sector handled approximately R$6.56 billion with the date, according to ABComm, a 4.9% increase compared to the previous year. The Cielo Expanded Retail Index (ICVA) indicates that between August 5 and 11, e-commerce revenue increased by 4% compared to the same period in 2023. According to the analysis ofNubimetricssales intelligence platform that usesbig dataand AI transforming data intoinsights forsellersand major brands, categories such as barbering, barbecue, and technology stand out and require prior preparation to make the most of the potential of the date.

Although the peak of purchases occurred on the actual commemorative Sunday last year, the warming in theonlineIt started earlier, and the trend is that the same will happen in 2025. "Studying consumer behavior on dates like this, we find that digital consumer activity in larger volumes begins almost a month earlier, reinforcing the importance of proactive marketing strategies to capture the audience's attention from the first signs of purchase intent," emphasizes Juliana Vital, Global Chief Revenue Officer of Nubimetrics.

To make the most of this moment and achieve better results, information is the greatest ally. Therefore, the professional gathered some of the main gift trends that should stand out ine-commercein August.

1. Personal care on the rise: more complete blades and kits

In 2024, shaving kits led the purchase intention in the Barbering category. But, when looking at the most recent searches, the specialist reveals that it is possible to notice a change in consumer behavior over the years: interest in practical solutions, such as razor blades, is increasing. To stand out, the tip is to bet on more complete combos, combining trimmers with oils orbalms,offering a more sophisticated and attractive experience for those giving gifts," emphasizes the specialist.

2. Barbecue: the bet on less explored accessories

The keyword "barbecue kit" is trending, both in searches and ad performance, indicating strong digital traction. For those looking to escape more direct competition, it's worth investing in accessories with lower saturation and good demand, such as: handles, personalized aprons, meat thermometers, or professional knives.

4. Tools: the segment is growing and requires smarter strategies

The power tools segment is gaining more and more strength. Only in 2025, this category already shows a growth of nearly 25% ine-commerceexpected to reach its first peak of the year in August. Sub-niches like screwdrivers are highly competitive, especially in catalog ads. "In cases where more sellers and brands are marketing the same type of product, the use of artificial intelligence for market analysis and decision-making becomes an important differentiator to achieve relevance and conversion," explains Juliana.

Behaviors like these reinforce the importance of looking at data strategically. With intelligence and advanced planning, brands and sellers can leverage Father's Day not just as a peak date, but as an opportunity to connect more effectively with consumers and stand out in the digital space, concludes the expert.

Live Commerce that Sells: it's not just about charisma. It's about structure.

Byanca Dias Ramos
-
0
Live Commerce that Sells: it's not just about charisma. It's about structure.

Live commerce, or live shopping, is not just a trend: it is an evolution in consumer behavior. The combination of interactive experience with convenience and urgency has transformed broadcasts into true sales channels. However, the success of a live broadcast goes far beyond the charisma of a presenter or the quality of the image — it depends on an intelligent, integrated, and data-driven commercial operation.

In this context, the role of Sales Operations (Sales Ops) it is essential for live commerce not to be just a one-time action, but rather a scalable and profitable strategy within the sales journey. Sales Ops is the one who structures the planning, organizes the machinery behind the operation, monitors performance in real time, and turns each live into a continuous improvement asset. Instead of relying solely on luck or virality, the company begins to work with predictability, efficiency, and margin.

This article presents how four key aspects of strategic management are decisive in live commerce: strategic planning, operational organization, real-time execution, and post-live analysis. In each section, we bring practical examples, market insights, and recommendations that help brands and teams to sell more, with less improvisation and more intelligence.

Strategic Planning

Every sales live session starts before turning on the camera. Strategic planning is what determines whether a broadcast will be just another promotional action or part of a profitable commercial engine aligned with business objectives. At this stage, Sales Ops acts as strategic arm of commercial leadershiptranslating corporate goals into clear actions, feasible objectives, and measurable indicators.

Defining what will be sold, to whom, with what value proposition, and what result is expected is not an intuitive task — it is technical. Sales Ops ensures that the planning is done with based on historical data, customer profile, margin potential, and the company's operational capacityIt's time to take the strategy out of PowerPoint and put it into the field, with focus, direction, and purpose.

Clear Objectives

Before defining the live session's script, it is the role of Sales Ops to provoke strategic reflections such as:

  • What is the main objective of the action? Immediate conversion, lead nurturing, stock clearance, branding?
  • What are the primary KPIs? Billing? CAC? ROAS?
  • What is the target audience profile of this live session? New, recurring, promotional, or premium?

Having clarity on these points is what differentiates a live broadcast with direction from a shot in the dark.

Case Study 1:
A beauty brand set as its goal generate qualified leads for anti-aging skincare funnelWith that, they chose a more educational approach and offered a free e-book at the end of the live, capturing 1,200 targeted leads and reducing the CPL by 35%.

Case Study 2:
An electronics company needed to clear a batch of discontinued devices, and Sales Ops structured the live as a "flash sale" with limited-time offers and scarcity triggers. The stock ran out in 1 hour and 20 minutes of broadcasting.

Create specific KPIs for live broadcasts

Sales Ops is responsible for turning the live's objective into operational and tactical indicators for real-time monitoring.

Recommended KPIs:

  • Sales per minute and per product;
  • Peak audience vs. timing of the offer;
  • Chat engagement by time block;
  • Live cart abandonment;
  • Conversion rate by entry channel;
  • ROAS (Return on Advertising Investment) of the live.

Case Study 1:
During a fashion live, monitoring the KPIsales per minute"allowed for adjusting the presentation of the best-selling looks, which increased the overall conversion rate by 21%."

Case Study 2:
In a toy live stream, the real-time cart abandonment rate skyrocketed after showcasing products above R$ 500. Based on this, the team introduced promotional kits with lower tickets — and recovered 18% of abandoned carts even during the broadcast.

PRE-PRODUCTION AND ORGANIZATION OF THE OPERATION: THE SALES "BACKSTAGE"

If the live is the stage, the success of the show is behind the scenes. The pre-production and operational organization stage is where Sales Ops shines by ensuring that all gears are perfectly synchronized: catalog, stock, logistics, customer service, payment, technology, and sales pitch. Without this structure, the live may even have an audience, but it will hardly have performance.

Here, the role of Sales Ops is to act as integration hub between the departments, ensuring smoothness throughout the end-to-end process. The mission is simple, but powerful: remove friction from the conversion pathThis includes predicting bottlenecks, aligning systems, reviewing margins, ensuring strategic products are in stock, and validating that the operation is ready to turn audience attention into actual sales.

Integration between stocks, channels, and platforms

Avoiding breakages, checkout failures, or delivery delays starts with integration. Sales Ops must ensure:

  • Stock system connection with the sales platform;
  • Synchronization between payment methods (PIX, link, QR Code, digital wallet);
  • Automation of workflows with CRM, WhatsApp, chatbot, and customer service.

Case Study 1:
An online pet shop started using a payment link via WhatsApp Business integrated with the ERP. Previously, the link was sent manually. Automation increased conversion in the direct channel by 47% and reduced the average service time from 6 to 1 minute.

Case Study 2:
A shoe store was facing overselling problems. After the integration between the physical stock and the e-commerce carried out by Sales Ops, stockouts were reduced by 92% and complaints about out-of-stock products plummeted.

Commercial curation + margin

The product selection cannot be random. Sales Ops, together with the pricing team, must ensure a portfolio with a balance between:

  • Sustainable gross margin
  • Turnover potential;
  • Engagement potential (product that "looks good" on camera);
  • Alignment with the theme of the live and the audience's behavior.

Case Study 1:
In a live gourmet utensils session, products with a profit margin above 60% were prioritized. To maintain attractiveness, a kit was created with a bonus (premium pot + apron) that added perceived value, increasing the average ticket by 38%.

Case Study 2:
A women's fashion store used the BCG matrix to define the products for the live. The "dairy cows" were the flagship products with attractive offers, while the "question marks" were positioned exclusively and with limited stock, creating FOMO (fear of missing out) and boosting sales of these items by 74%.

REAL-TIME EXECUTION: SELL WITH LIVE INTELLIGENCE

The live begins, and with it, the live performance game begins. There is no time for guesswork. During execution, the role of Sales Ops is to ensure that the data speaks louder than intuition. It's at this moment that quick decisions, based on dashboards, enable precise adjustments that increase conversion, recover drops, or amplify the impact of an action.

Sales Ops monitors the transmission performance second by second: tracking KPIs such as sales per minute, engagement, entry channel, clicks on the purchase button, and much more. The mission is clear: to provide real-time intelligence so that the front-line team can make informed and tactical decisions, such as changing the script, activating a trigger, or packaging a new flash offer. Those who have given do not improvise. Adjust. Convert. Scale.

Dynamic performance monitoring

During the transmission, the Sales Ops team should be with:

  • Performance dashboard by product;
  • Comparison between audience and conversion;
  • Entry channel (organic, paid, direct link);
  • Click and action map in the chat.

Case Study 1:
During an electronics live stream, upon noticing a drop in conversion after 30 minutes, Sales Ops recommended a "surprise discount for 10 minutes." The stock recovered the curve and generated a sales peak 4 times higher than the live average.

Case Study 2:
A cosmetics brand identified that the audience was more engaged with practical demonstration clips. The real-time guidance was to change the script, prioritizing the application of the products instead of the technical explanation — the average duration increased by 33%.

POST-LIVE: ANALYSIS, IMPROVEMENT, AND AGILE CYCLES

The end of the live is not the end — it's the beginning of a new performance cycle. The post-live is where Sales Ops dives into the data, cross-references indicators, and transforms insights into practical decisions for future broadcasts. More than reporting what happened, this stage is about understanding why did it happenwhat worked, what can be adjusted, and how to scale the successes.

The strategic approach here involves applying methodologies such as PDCA and continuous learning cycles. With this, Sales Ops helps the company move from the "trial and error" mode to the "iterative execution with continuous improvement" mode. In summary: each live needs to be better than the previous one — not by luck, but because the data showed it.

Data-driven decisions

With structured data, Sales Ops delivers analyses such as:

  • Products with high views but low conversion;
  • Engagement and dropout curve per minute;
  • Performance by acquisition channel;
  • Ratio of new clients to recurring clients;
  • Lifetime value (LTV) of the generated leads.

Case Study 1:
A furniture company noticed that 65% of purchases during the live came from returning customers. Decided to use the upcoming broadcast to capture new leads, creating an exclusive welcome action with free shipping. Resultado: 2.500 novos cadastros e base renovada.

Case Study 2:
A frozen food brand noticed that customers who participated in the live had a 3x higher LTV. Based on that, he started investing more in remarketing for this audience — increasing monthly revenue by 18%.

Continuous improvement framework (PDCA adapted to live commerce)

Sales Ops applies the PDCA cycle as a scalable performance methodology:

  • Plan - Based on the previous metrics, an optimized plan is created;
  • Do - Conducts the live session focusing on previous learnings;
  • Check - Compare results with goals and benchmarks;
  • Act - Refines processes, tests, and implements improvements.

Case Study 1:
After a series of three live sessions, a pharmacy chain documented the lessons learned and created a best practices playbook for all franchises. The standard increased the average conversion by 23% across the network.

Case Study 2:
In a decoration brand, a new live format was tested with shorter duration and focus on a single room per episode. Engagement and retention increased by 50% compared to the traditional model.

Conclusion

The force behind a successful live commerce operation is not only in front of the cameras but also in what happens before, during, and after the broadcast. It is in this scenario that the Sales Ops assumes a leading role, connecting strategy and execution, data and decision, backstage and result. Your performance ensures that each stage — from choosing the product mix to post-live analysis — occurs in a coordinated manner, without improvisation and with a focus on performance. Without this operational governance, growth is accidental; with it, it becomes predictable and scalable.

Complementing that, the Sales Enablement acts as the engine for human readiness and performanceTraining the team that conducts the live sessions, ensuring mastery of the sales pitch, alignment of narratives, fluency in offers, and product knowledge is not a luxury — it is a prerequisite to convert attention into sales. Effective enablement prepares presenters, operators, customer service representatives, and commercial areas to deliver the best possible experience, even in adverse or high-pressure situations. In live commerce, Who is on air needs to be on point.

For all of this to work, it is essential to understand that Strategy is not what is planned — it is what is consistently delivered.Companies that treat live commerce as an isolated action or a "trend of the moment" tend to achieve inconsistent results. Those that incorporate this approach within a structured commercial model, with clear goals, well-defined routines, and end-to-end governance, are able to maximize the channel's potential and integrate it into their omnichannel sales journey.

In an increasingly competitive market, have a clear, data-driven strategy enabled by intelligent operationsit's not a differential — it's a matter of survival. Live commerce requires agility, but also requires a method. It demands creativity, but it also demands structure. The secret is in combining the two worlds: the shine of the showcase with the precision of the backstage. And that's where Sales Ops, Enablement, and commercial intelligence come together to turn audience into results and engagement into sustainable growth.

iFood Move 2025 will bring big names in Marketing to provide unmissable tips for restaurant owners

E-Commerce Update
-
0
iFood Move 2025 will bring big names in Marketing to provide unmissable tips for restaurant owners

Big names in Marketing will share unmissable tips for entrepreneurs during iFood Move 2025, an event that this year establishes itself as the largest restaurant gathering in Latin America, taking place on August 5 and 6 at São Paulo Expo.

On the first day, Fábio Medeiros, the marketing director of Bacio di Latte, will present the behind-the-scenes of the company and the strategies that transformed an entrepreneurial vision into a scalable and profitable business, focusing on operations, sales, and marketing.With the lecture "Desmarketize Yourself," João Branco, former VP of marketing at Méqui, will present a new perspective, showing how to create authentic connections with consumers, humanize brands, and generate growth with purpose, truly standing out.

On the stage of the Delivery Academy, Michael Menezes, a digital marketing specialist, will present the science behind the content that sells. Those who attend this lecture will discover the most effective formats, storytelling techniques, and how to structure a strategic editorial calendar for your delivery. In addition to providing practical tools to turn your social media into sales channels.

The second day is also unmissable for those looking to learn more about Marketing. The Success & Sales Strategy stage will host Lohran Soares, CEO and founder of Milky Moo, who will bring data, creativity, and personalization into practice: how digital marketing and growth strategies are driving business growth in foodservice and delivering tangible results. A panel with success stories and a practical look at what really works in daily life.

Another inspiring case will be that of the Dengo brand, presented by Renata Lamarco, Marketing and Digital Channels Director of the company. In this panel, the speaker will present the trajectory of a company that values national cocoa, trains small producers, and transforms the consumer experience into a powerful growth lever.

Check out the full schedule of iFood Move 2025 here

An event to transform the future of restaurants

In an even more robust edition, iFood Move 2025 promises over 70 hours of content, with six simultaneous stages and more than 100 speakers. In addition to the main stage, the event will feature the expanded "Delivery Academy," which this year will have two stages for practical classes. Additionally, there will be an exhibition area showcasing products and initiatives from the sector, such as major industry players, for entrepreneurs, and an award that recognizes the best delivery service: the iFood Super Restaurants Award.

Excellence at iFood Move 2025

Additionally, on the main stage of the event, Usain Bolt will share his entrepreneurial journey with approximately 12,000 restaurant owners. In an unprecedented interview, the former athlete will reveal how he transitioned from a sports legend to a successful businessman, discussing the challenges faced from founding his first restaurant to expanding the brand, connecting his record-breaking history on the tracks to the creation of global enterprises. Bolt demonstrates that those who accelerate with purpose can shape their own future.

The iFood Move 2025 will also feature other prominent names who inspire and share knowledge from the gastronomic universe, but mainly their inspiring stories. Among them is Galvão Bueno, who reinvented himself, owns the Bueno Wines brand, and will share his story as an inspiration for established restaurant owners and the general public. Furthermore, Galvão will share stories that demonstrate how mentorship, determination, and big dreams helped him reach new levels of excellence, both in sports and in the business world, always in a resilient manner.

Another highlight will be Boninho, one of the great names of Brazilian TV and a renowned executive in this universe. Known for leading audience programs, he will speak about creativity as a form of innovation and how to transform businesses into icons of success. The participants of iFood Move 2025 will also have the distinguished presence of Renata Lamarco, Marketing Director of Dengo; and João Diamante, award-winning chef and founder of the Diamantes na Cozinha project.

The iFood executives who will once again be present and bring news to the audience are Diego Barreto, the company's president; Luana Ozemela, Vice President of Impact and Sustainability; Roberto Gandolfo, President of Marketplace; Bruno Henriques, President of iFood Pago.

Service:

Data:August 5 and 6, 2025

Local:São Paulo Expo, São Paulo, SP

TicketsInterested parties can purchase tickets through the official event website. www.ifoodmove.com.br.

Logistics solutions reduce return costs by 40% and prevent the emission of 15 tons of CO₂

E-Commerce Update
-
0
Logistics solutions reduce return costs by 40% and prevent the emission of 15 tons of CO₂

A Click Remove, a leader in intelligent logistics solutions, presents two innovations aimed at thee-commerceSmartdrop, which reduces dispatch and return costs by up to 40%, and Reversa, a sustainable reverse logistics operation with proven environmental impact. Together, the solutions accelerate processes, enhance operational efficiency, and reinforce the company's commitment to ESG goals. With quick integration to ERPs, TMSs, and e-commerce platforms, they serve frommarketplaceseven independent retailers, covering the entire journey without the need for their own infrastructure. Among the results already achieved are returns completed in less than 24 hours (previously taking up to 5 days), five tons of CO₂ avoided in six months, and comprehensive logistics coverage with a significant reduction in costs.

According to the company, with narrow margins and high order turnover, thee-commercedemands maximum efficiency In this scenario, Smartdrop and Reversa establish themselves as strategic allies in logistics transformation. The use ofsmart lockersdrastically reduces the cycle time of returns, lowering the cost per operation and speeding up the item's return to stock. The Reversa allows thee-commercemitigate environmental and operational risks with integrated processes of collection, sorting, and sustainable disposal, without the need for own infrastructure. The combination of these solutions promotes tangible gains in productivity, traceability, andcompliance.

Developed byClick Remove, Smartdrop uses smart lockers installed at strategic points, enabling faster and more cost-effective returns. Operational results already show a reduction of up to 40% in costs, with the average resolution time dropping to less than 24 hours. With Smartdrop, thesellersachieve significant gains in agility, control, and cost savings, essential factors for competitiveness inmarketplaces", highlights"Gustavo Artuzo, CEO of CliqueRetire.

Reversa positions itself as a strategic partner ofe-commercewho seek a complete, efficient, and environmentally responsible reverse logistics operation. The solution covers the entire return journey: from collection and sorting to proper disposal, whether returning to stock or sustainably discarding unused items, eliminating the need for investment in own infrastructure. In 2025, Reversa has already served clients from various sectors, establishing itself as an effective model for companies with leaner structures. "In addition to meeting logistical demands, Reversa directly contributes to cost reduction and the achievement of our clients' ESG goals," he/she/they emphasizes.Artuzo.

The technological architecture of theClick Removewas designed for quick integration with ERPs, TMSs, and platforms ofe-commerce, enabling agile and scalable implementation for any size operation. Both Smartdrop and Reversa operate with their own management dashboards, customized reports, and defined SLAs, facilitating control and decision-making in operations with multiple channels. This integration capability has been a differentiator for sellers and retailers who need to adapt their logistics flows to high-volume or variable contexts.

According to EbitNielsen data, Brazilian e-commerce moved over R$185 billion in 2024, driven by the growth of marketplaces and changes in consumer habits. Meanwhile, the costs associated with reverse logistics and returns still pose significant obstacles to the sector's profitability and sustainability. In this context, solutions like Smartdrop and Reversa become strategic differentiators in an increasingly competitive market. "We believe that combining operational efficiency with environmental responsibility is essential for the future of digital retail. With Smartdrop and Reversa, we deliver complete and integrated solutions that meet the sector's main demands and generate tangible value for our partners," he concludes.Gustavo Artuzo

The growing pressure for environmental goals and sustainable practices, coming from consumers, investors, and regulators, transforms logistics solutions with measurable positive impact into a competitive advantage. Reversa, for example, has already prevented the emission of 15 tons of CO₂ in just six months, operating with approved partners throughout the disposal chain. Smartdrop also contributes to reducing urban traffic and indirect pollutant emissions by consolidating returns intolockershigh turnover. By incorporating these solutions,marketplacesande-commerceThey evolve their ESG agendas without compromising operational performance.

VHSYS connects physical stores to over 70 marketplaces and expands sales channels with low investment

E-Commerce Update
-
0
VHSYS connects physical stores to over 70 marketplaces and expands sales channels with low investment

VHSYS, a management platform aimed at micro and small businesses, has just launched an integration that connects physical stores to over 70 marketplaces and e-commerce platforms. The new feature promises to make it easier for brick-and-mortar retailers to enter digital commerce, allowing entrepreneurs to control inventory, prices, orders, and product registration across multiple channels, all in one place.

According to Reginaldo Stocco, CEO of vhsys, the goal is to pave the way for small traditional businesses to sell online without the need for large investments or advanced technical knowledge. "Many retailers are still hesitant to go digital because they don't want to have to learn to operate multiple different platforms. We make this feasible, practical, and accessible," he/she/they highlights.

The idea is for the physical retailer to transform their store into a multichannel operation, moving stagnant inventory and gaining national reach without leaving the system they already use daily. "Our role is not to promise unrealistic results, but to take the first step together with the entrepreneur. We want him to stay at the store counter, but have the ability to sell all over Brazil with just a few clicks," completes Reginaldo.

Unlike traditional solutions, the vhsys customer does not pay per connected channel or per product volume; the focus is on selling more without complicating the operation. The tool is available for R$ 49.90 per month, with up to 50 orders included. Beyond that, the retailer pays only R$1.50 per extra order, with no limit on registered products or activated channels — including names like Shopee, Amazon, Magalu, Americanas, Aliexpress, Shein, Casas Bahia, Renner, C&A, Netshoes, and others.

Small businesses in the spotlight of LGPD expose how digital marketing in July increases legal and reputational risks

E-Commerce Update
-
0
Small businesses in the spotlight of LGPD expose how digital marketing in July increases legal and reputational risks

July, a month traditionally marked by winter sales and partial judicial recess, has become a period of heightened attention for small and medium-sized Brazilian companies. By intensifying digital marketing campaigns and lead generation strategies, these organizations also expose themselves to increasing risks of legal sanctions and reputational losses. The warning is ofEdgard Dolatalawyer and data privacy specialist, guest lecturer in executive education programs.

"Even smaller businesses are in the ANPD's sights. In July, with the increase in digital campaigns, the exposure to legal and reputational risk also grows. Ignoring the LGPD not only puts the company at risk of sanctions but also compromises its image in the market," says Dolata.

According to a report released in June by the National Data Protection Authority (ANPD), there was a 37% increase in complaints regarding the violation of the right to data deletion in the first half of 2025. Article 18 of the LGPD guarantees data subjects the right to request the deletion of their data, and failure to comply may result in investigations, fines, and damage to reputation.

Among the most common violations are the improper use of email marketing, sending to contact lists purchased without consent, lack of privacy policies, and failures in respecting the rights of data subjects. "It is common for companies, in the enthusiasm of sales, to adopt aggressive strategies without a legal basis — such as sending promotional emails without authorization — which is illegal," he explains.

Another point of attention involves legal advertising on social media. With the growth of lawyer profiles on platforms like Instagram, LinkedIn, and TikTok, many contents exceed the limits established by the OAB Code of Ethics. Digital authority in advocacy must respect the limits of professional ethics. In July, with increased engagement on social media, the OAB's scrutiny of irregular practices also intensifies. Legal content cannot be treated as advertising, it warns.

Since the inauguration of the new ANPD board in March 2025, inspections have intensified especially on micro and small businesses in the e-commerce, education, and legal services sectors. At the same time, the number of complaints made directly by consumers also increased, who now have simplified channels to report violations.

To reduce risks,DolataIt is recommended that companies structure their marketing actions based on legal foundations and invest in informative content, without invasive promotional appeals. "Being compliant with LGPD is not just about avoiding fines. It is about building a trusting relationship with the customer, demonstrating responsibility and respect for the data they entrust to your brand," concludes the expert.

Logistics warehouse: how to choose the best option for your business?

Rogério Scheffer
-
0
Logistics warehouse: how to choose the best option for your business?

Behind the scenes of any efficient logistics operation, storage, movement, and automation are decisive elements to ensure the efficiency and effectiveness of the operation. More than just a storage space, it is the beating heart of intralogistics. A well-structured warehouse, with optimized processes and solutions tailored to the business profile, directly impacts the company's competitiveness through faster deliveries, cost reduction, or increased productivity.

In recent years, especially driven by the rise of e-commerce in Brazil, we have seen an accelerated transformation in this sector. Companies began to view their distribution centers with a more strategic perspective, seeking modernization, automation, and, above all, efficiency. But, given so many possibilities, how to choose the ideal storage model for each operation?

  1. Own storage

Ideal for organizations that want complete control over the operation. In this model, the company is responsible for all management — from the physical structure to processes, layout, technology, and team. The great advantage lies in customization and autonomy: it is possible to adapt the warehouse according to seasonality, new market demands, or portfolio expansion.

However, it is important to be aware of the costs involved, the need for constant technological updates, and the full responsibility for the operation's performance.

  1. Third-party storage

Suitable for companies that prefer to focus on their core business by outsourcing logistics operations. In this case, a specialized company takes responsibility for the storage, handling, and control of the products.

The main advantage is the agility to scale operations and the reduction of investments in infrastructure and personnel (CAPEX). But be careful: it is essential to choose partners with proven know-how, solid structure, and the ability to meet the particularities of your supply chain.

  1. Contracted storage

A hybrid model, increasingly popular, especially with the expansion of logistics condominiums in Brazil. The company hires the space and physical infrastructure but maintains management of the operation and the team under its command.

This format combines the best of both worlds: strategic location, modern infrastructure, and operational flexibility. It is an interesting alternative for companies seeking to grow in a structured way, keeping management under control, but without the costs of building and maintaining their own warehouse.

Finally, logistics is the main competitive advantage, and each year intralogistics has been consolidating as a strategic differentiator for companies seeking to grow with efficiency and sustainability. The choice of the logistics warehouse model is one of the pillars of this journey, aligned with a good automation project.

The next wave of intelligent ERP systems

Roberto Abreu
-
0
The next wave of intelligent ERP systems

An Enterprise Resource Planning (ERP) System is the operational brain of a company, centralizing data and providing transparency and real-time insights for strategic decisions. Meanwhile, outdated systems turn this advantage into an obstacle to efficiency, growth, and opportunity exploitation. Migration to modern platforms, especially cloud-based ones, ceases to be an option and becomes imperative.

ERP migration is a process that involves moving data, configurations, and workflows from an old system to a new one. This involves planning, data cleaning, system testing, user training, and support for implementation. The goal is to improve functionality, reduce costs, and align the system with the current business needs.

The ERP sector in Brazil is experiencing robust growth. According to projections by ABES (Brazilian Association of Software Companies), the market is expected to reach US$ 4.9 billion in 2025, representing an 11% growth compared to the previous year. This expansion is driven by migration to the cloud, with nearly 30% of investments directed towards SaaS (Software as a Service) solutions.

According to Gartner analysts, the global cloud ERP market will reach $40.5 billion by 2025, highlighting a fundamental transformation in how companies approach their management systems.

Strategies for a successful migration

ERP migration goes beyond simple software updates. It is an organizational transformation that requires meticulous planning and structured execution. To develop a strategy and a plan for transferring this data, it is important to follow some steps:

- Data auditing and assessment -Identifying redundancies and inconsistencies in the legacy is crucial. Focusing on the quality and relevance of the information to be migrated streamlines the process and ensures integrity in the new environment;

- Compatibility analysis -It is necessary to ensure that legacy data is compatible with the new system requirements. This includes the implementation of preventive measures against data loss, duplication, and migration errors.

- Governance and expertise -A multidisciplinary team with in-depth knowledge of both old and new systems is essential to conduct the migration efficiently. This team should include IT specialists, end users, and external consultants when necessary;

- Rigorous testing -Simulating operations and validating data after migration is essential to detect failures, ensure performance, and compliance before go-live.

Benefits of AI in ERP

The implementation of artificial intelligence in ERP systems generates transformative impacts across multiple operational dimensions. Intelligent automation allows complex processes, which traditionally required constant human intervention, to be executed autonomously and efficiently. This includes everything from automatic approvals based on predefined business rules to dynamic optimization of delivery routes, considering variables such as traffic, weather conditions, and customer priorities.

Meanwhile, Machine Learning algorithms revolutionize organizations' predictive capabilities by analyzing complex historical patterns. This analysis enables accurate forecasting of demand trends, proactive identification of optimization opportunities, and anticipation of potential problems before they materialize into significant operational impacts.

Future prospects

The adoption of modern, cloud-based, AI-driven ERPs is not just technological modernization. It is a strategic restructuring that generates tangible operational efficiency, productivity gains, and sustainable cost reduction.

Companies that master this transition, with well-planned migrations and leveraging AI's cognitive capabilities, will not only navigate the challenges of the current market but also gain a decisive competitive advantage.

Magalu launches "Paitrocine seu pai," a humorous Father's Day campaign

E-Commerce Update
-
0
Magalu launches "Paitrocine seu pai," a humorous Father's Day campaign

For this Father's Day, Magalu hops on the "paitrocínio," one of the main topics on social media at this time of year, to launch its promotional campaign. With the slogan "Paitrocine your dad," the idea is to turn the internet's good humor into an opportunity to celebrate the occasion with affection, gifts, and discounts.

We captured the term "paitrocínio" widely used by Brazilians on social media. We bet on the theme "PAItrocine your father" because it brings emotion and good humor to our campaign."claims Aline Izo, senior manager of marketing, branding, and communication at Magalu. Additionally, we offer discounts of up to 60% and free shipping to encourage children to reciprocate all the support their parents have given throughout their lives.

The campaign is active until August 10th, Father's Day Sunday. During this period, consumers will find offers of up to 60% OFF on selected items on the website, app, and in nearly 1,250 physical stores across Brazil. The product assortment comes from the most diverse categories, such as electronics, appliances, personal care, fashion, and decoration.

"Humor is the dominant language on social media when we talk about parenthood, especially in Brazil. According to Winnin's estimate, content with this tone has already surpassed 58 million views and demonstrates the strength of this approach in how fathers are portrayed online," says Fabio Bronco, head of creation and business at Ogilvy Brazil. "More than just humor, there is a figure that revolves around the caricatured Brazilian father: full of quirks, with very own customs and a unique way of communicating. Therefore, we brought together two diverse families in comedic scenes in a colorful shoot to convey this joy and the striking vibrancy of the parent-child relationship."

Generating emotions with AI

Magalu also invests in an interactive and emotional experience with artificial intelligence on WhatsApp, created in partnership with 20DASH. On Lu's channel, the customer just needs to start a conversation with Magalu's virtual influencer and follow the instructions. Based on the photos sent, the AI generates personalized content to honor the bond between parents and children, like an "impossible meeting in time." The event will take place between August 7 and 10. The proposal combines technology and emotion, awakening nostalgia and generating shareable memories.

"Our artificial intelligence technology will combine photos of parents and children at the same age to create touching videos of an embrace between them and recreate moments of affection that never happened but touch the heart," says Daniel Bottas, CCO of 20DASH. The initiative goes beyond animation; it is personalized content generated by AI and demonstrates how technology can bring generations closer together and create memories filled with emotion and curiosity in a unique way. Customizing campaigns through AI is a challenge that Magalu offers us daily.

The Father's Day campaign will also feature a team of over 100 influencers, focusing on institutional and promotional disclosures. Among the names are Matheus Mazzola, Matheus Costa, and Diego Cruz.

The French offensive against Shein and Temu and the future of low-cost e-commerce

E-Commerce Update
-
0
The French offensive against Shein and Temu and the future of low-cost e-commerce

France has issued a global alert by passing legislation that directly targets platforms like Shein and Temu, global leaders in ultra-low-cost e-commerce. With a model based on accelerated production, massive advertising, and almost unbeatable prices, these companies have gained consumers but have also faced criticism for environmental, labor, and commercial practices. Now, the French government is seeking to make these operations less advantageous by imposing taxes, fines, and specific restrictions. The movement is not isolated: it reveals a strategic repositioning of Europe in response to the growing influence of Chinese digital retail.

Among the measures already taken, the €40 million fine imposed on Shein for deceptive offers and unsubstantiated environmental claims stands out, according to theWall Street JournalAdditionally, a new law approved by the French Senate in June 2025 sets environmental fees of up to €10 per item sold until 2030 and prohibits influencers from promoting ultra-fast fashion products. The official justification is to reduce environmental impact and curb hyperconsumption, but experts also see it as a political move to protect the local industry and respond to the growing pressure from entities related to climate and labor rights.

The French strategy also operates on another front: to hinder the logistical model that supports the cost advantage of these apps. The government proposed to the European Union the imposition of fees on packages valued below €150, currently exempt. Since Temu and Shein heavily rely on small international shipments to avoid conventional taxation, the measure could drastically reduce their competitiveness. Meanwhile, Alibaba, owner of Temu, is facing EU investigations into data transparency and consumer safety, which increases regulatory pressure on the Chinese big tech.

The central question is whether these platforms will be able to adapt their business model to a more stringent regulatory environment. Although Shein has promised to invest €13 million in compliance and security, doubts still linger about its ability to operate with the same margins when faced with stricter environmental, tax, and commercial regulations. Analysts warn that the success of these platforms largely depends on the fragility of regulatory systems — and that when these gaps close, the price advantage may disappear.

SecondRebecca Fischer, co-founderandChief Strategy Officer (CSO) yesDivibankMore than a commercial dispute, what is at stake is the very future of digital consumption. "The French offensive signals a desire to redraw the rules of global e-commerce, increasing the social and environmental costs of what was previously sold as accessible and democratic. For Chinese brands, the challenge is clear: either reinvent their operations to meet the new international demands or see their global expansion slow down. Ultimately, the consumer, attracted by low prices, will have to decide how much they are willing to pay for convenience — and how much responsibility they demand," it states.

1...171819...529Página 18 de 529

LATEST ARTICLES

POPULAR TOPICS

POPULAR CATEGORIES

ABOUT US

E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.

Contact contato@ecommerceupdate.com.br

© E-Commerce Update 2024 - All rights reserved.

[elfsight_cookie_consent id="1"]