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VTEX Acquires Weni to Strengthen Customer Experience in E-commerce

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VTEX Acquires Weni to Strengthen Customer Experience in E-commerce

VTEX, a specialist in e-commerce solutions, announced the acquisition of Weni, a company specialized in artificial intelligence and automation for Customer Experience (CX). The incorporation aims to strengthen VTEX's capabilities throughout the customer's purchase journey, with a special focus on after-sales.

With this acquisition, Weni will become an independent business unit within VTEX, maintaining its identity and leadership. The founders of Weni (Leandro Neves, John Cordeiro, Daniel Amaral, Bruno Amaral and Rinaldo Amaral & will remain with the company as executives.

The integration of Weni technologies to the VTEX platform promises to significantly improve the engagement, conversion and after-sales solutions offered to customers. Alexandre Soncini, co-founder and chief of staff of VTEX, highlighted a practical example of this integration: “When a customer makes a list of the month in Prezunic e-commerce and chooses an unavailable product, the store system triggers Weni, which sends a WhatsApp to the customer suggesting a replacement.”

VTEX plans to expand Weni solutions to the North American market, with a particular focus on the supermarket sector, where it sees great growth potential. This move is part of VTEX's strategy to expand its international presence and offer innovative solutions in the global e-commerce market.

Weni already serves prominent customers in Brazil, including the supermarket chain Prezunic, Cencosud, Stone and Raizen. With this acquisition, VTEX reinforces its commitment to offer a more personalized and efficient shopping experience, aligned with the growing demands of world e-commerce.

Transformations in B2B marketing: technology as a crucial strategy for companies

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Transformations in B2B marketing: technology as a crucial strategy for companies

B2B marketing, focused on strategies for companies that sell to other companies, is undergoing profound transformations.As the market evolves, adapting to new practices has become essential to maintain competitiveness and relevance. According to Juliano Dias, CEO of Meetz, a startup that offers end-to-end prospecting and sales engagement solutions for B2B businesses, “a modality faces unique challenges, such as prolonged and complex sales cycles, which require a strategic and detailed approach to stand out.”

The sector is characterized by the need to involve multiple decision-makers in each transaction. Unlike the B2C market, where impulsive purchases are common, in B2B investment decisions require careful analysis and consideration of various stakeholders.To meet these challenges, companies are adopting advanced practices that stand out for the customization and strategic use of technology.

Personalization is a key strategy, with evidence pointing to its positive impact on conversion rates, according to a report released by the Evereage88% of marketers identified an increase in conversion rate when adapting their content. Thus, adapting campaigns to the specific needs of each customer allows to build stronger relationships, positioning the brand as an authority in the industry.

Marketing automation is becoming a key pillar. This approach not only optimizes processes and targets audiences more accurately, but also enables more effective measurement of return on investment (ROI) McKinsey it reveals that implementing so-called Industry 4.0 technologies can boost productivity by up to 30%, freeing up teams to focus on more creative and complex strategies.

Another technique on the rise is Account-Based Marketing (ABM), which focuses on accounts with high return potential. This approach improves campaign efficiency and reduces sales cycles. Data analytics complements these practices by providing valuable insights to adjust strategies and improve results.

B2B marketing has more functions than just expanding the reach of the brand, it plays a critical role in building relationships, customer education and lead qualification.“A well-designed strategy not only attracts and engages, but also relieves the burden on the sales team, ensuring that only fit profiles are directed to the” closure, says Juliano Dias. Among the benefits of this approach are the increased generation of potential consumers, the qualification of contacts and the reduction of the cost of user acquisition. Dias highlights that the implementation of effective strategies can lead to greater consumer retention and a return on the most significant investment.

The future of B2B marketing is being shaped by the increasing adoption of advanced technologies such as artificial intelligence and big data.“The use of these solutions is crucial for an in-depth analysis and continuous adaptation of” strategies, concludes Dias. These innovations promise to further transform the landscape, offering new opportunities to create immersive experiences and predict behaviors more effectively.

As B2B marketing continues to evolve, personalization and technology are becoming essential pillars for success. Adopting these practices allows companies to keep up with market trends and lead with innovation and effectiveness.

Rox Partner aims to be a leading player in the data and cybersecurity market

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Rox Partner aims to be a leading player in the data and cybersecurity market

The importance of data in the corporate ecosystem has already become a consensus in the public debate. According to a survey conducted by New Vantage Partners, 97% of global organizations are investing in the use of information strategically Rox Partner, leading technology consultancy in data and cybersecurity, plans to invest more than R$ 1 million in commercial and brand expansion projects in 2024. The company plans to expand revenue in 48%.Last year, the value was R$ 21 million. 

Founded in 2019, the company guides the performance in the expertise in data engineering, data science and data management know-how, seeks to consolidate a well-targeted data-driven journey, according to the level of maturity and growth potential of each client, ensuring uninterrupted monitoring of operations and commitment to data protection. To ensure a solid performance in the area, it has allocated more than R$ 2 million in governance and information security tools for internal controls and security assurance in the provision of its services.

With a team of more than 130 employees distributed among eight departments, the company also expects to expand its talent team in 39% by the end of the year. Currently, the consultancy adds more than 250 customers in the portfolio, which has 10 of the largest companies in Brazil.

“We want to increase our market reach and deepen our commitment to excellence and operational safety.This is the foundation on which we will strengthen our reputation and continue the strategic expansion of the” business, says Rox Partner founding partner and chief data officer (CDO) Mathias Brem.

Consolidation of solutions and new investments 

The company, which focuses on offering solutions and services that convert strategic information into competitive differentials, has the mission of enhancing the business of its partners.For Brem, the positive projection for 2024 reflects this deepening of the capacity for innovation and delivery by its team.

“The growth process of Rox Partner is a reflection of contributions and efforts aimed at new product lines and services, in addition to the consolidation of solutions already offered. For this year, we also hope to consolidate new areas, one of them focused on following the demands of the Generative Artificial Intelligence market. Each action or solution we develop is designed to meet and anticipate all customer needs and exceed expectations in terms of innovation and security”, notes the executive.

Movement for data literacy

One of the actions that also integrate the company's maturity plan is data literacy with customers.In order to train leaders and managers on the importance of data analysis and protection as assets of a corporation, Rox School was born, an initiative consisting of training provided by experts in a number of topics associated with the market. 

Having actively collaborated in the development of more than 50 executives from large organizations, the consultancy plans to launch, in 2024, its own platform with training also aimed at the general public. 

“With Rox School, we have been able to educate decision makers and strengthen our customers' position in the market by equipping them with the knowledge they need to navigate the complexity of the data environment securely”, Brem details.

Safety first

The company also aims to increase the awareness of the customer base about the importance of betting on cloud technologies and cybersecurity services, a position that is corroborated by the achievement of the ISO 27001 certificate.In addition, the company has full adherence to the requirements of the General Data Protection Law (LGPD), adopting all the methods, processes and documents required by the legislation.

“Due to our responsibility with our own and customer data, we take very seriously the alignment of activities to the standard.We made a point of creating a committee specialized in data security and privacy, in addition to appointing a professional specialized in data protection, in order to ensure the maintenance of good practices in our performances and services”, adds the founding partner. 

Netshoes will have special offers from Magalu's PayDay Settlement during the NFL's broadcast on CazeTV

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Netshoes will have special offers from Magalu's PayDay Settlement during the NFL's broadcast on CazeTV

This September, Netshoes, sports and lifestyle e-commerce, debuts on PayDay, Magalu's proprietary settlement, which takes place on the fifth business day of the month, the famous Payday.The date, September 6, coincides with the first NFL game in Brazil, whose broadcast will be sponsored by the company on CazeTV. Therefore, the communication and marketing strategy of the two events are closely linked.

The dispute between Philadelphia Eagles and Green Bay Packers, will be the first of the 59th edition of the NFL in Brazil and to celebrate this moment, the Netshoes will have a list of 59 super offers indicated with the seal “CazetV”. The disclosure will play with the English word “pay day” and other terms related to American football. 

To enhance the reverberation of the theme in social networks, the influencer Dan Lessa DO who has about 750 thousand followers on Instagram and more than 1.4 million in TikTok 0 will cover the event and will promote the promotions of Netshoes, and interact with the public around the stadium Corinthians, where the game will take place in Sao Paulo. 

Regenerative Business: how learning skills affects the regeneration capacity of your business

Guilherme Pereira
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Regenerative Business: how learning skills affects the regeneration capacity of your business

Technology and Environmental, Social and Governance issues (ESG / ESG) have become some of the fundamental pillars for almost any entrepreneur or entrepreneur who wants to grow. The era of sustainability has passed. Unfortunately, our planet and our existence already need a new proposal. Now, it is not enough that business is sustainable. They need to take an active role in the regeneration of our ecosystem.

Therefore the need to move towards a new era of Regenerative Business, which actively operates with restorative models, from the point of view of people and the business itself. These models go beyond the zero result in impact (net zero) or carbon neutrality in their chain.They can create formats that favor the restoration of the ecosystems in which they are included.

In this model, the business processes created by the company are literally designed to be regenerative for the environment in which they generate impacts. This means not only using renewable inputs, but going further and creating ways that the very logic of extractive these inputs allow the ecosystem to flourish even more by the presence of that company in the extraction environment.

Nature is, in itself, totally efficient and self-regenerative. Think that corporate regenerative systems are us humans, acting and doing things as nature itself (regenerative living systems). 

There are four environments for regeneration to occur in a systemic way: in business, in the economy, in people and in organizational culture. From the point of view of the first two, we need to understand that transformations occur within the business model.

Whether on the one hand or the other, if the company does not integrate and embodies the ability to generate and capture value, the impact does not become systemic. That is, without developing new skills and competencies, no business can say that it is undergoing a transformation.

Although very relevant today, technologies alone are not the answer. It is not enough to train the level of leadership in Artificial Intelligence if the next day there is no impact on the business model or the operation of your company. However the mastery of technological skills is precisely the differential that ensures agility in the transformation journeys.

Regeneration goes beyond resilience and sustainability. It is a strategy that drives the company and requires it to become a protagonist in its chain of impacts. Regenerative business models require a holistic approach, where business processes are intentionally planned to be beneficial to the ecosystem.

Technology as a potentiator of business transformation

Despite the many concerns about the exponential use of AI solutions is increasing considerably the consumption of electricity in the world, the technology itself is also a solution path.

In the first versions of blockchain we live the intensive need for electricity use, including to cool the data processing structures. But, for example, more rationalized formats of solution architecture and new technologies have allowed a reduction of more than 90% of this consumption in the latest generations of Ethereum applications.

And when we look at AI, we start to get a taste of this potentially promising scenario: the Ark Invest points out that AI tools can increase the productivity of collaborating people by almost 140% in the next eight years. In financial terms, this amounts to an increase of approximately US$ 50 thousand per working person, resulting in US$ 56 trillion worldwide. This availability of time and resources could change the level of businesses that are ready for this transition.

However, people and companies that are in a greater state of readiness for the agile changes that we will live in the coming years, be they climate, behavior and technology, can benefit from this new moment.In this context, the learning of tech skills is increasingly relevant not only for the IT areas of companies. 

There is a high correlation between individuals who value continuous learning and the development of high-performance environments in companies. People with a growth mindset, those who constantly seek improvement and learning, bring a positive dynamic to the workplace.These individuals not only hone their own skills, but also inspire their colleagues to do the same, creating a virtuous cycle of development and innovation. 

Companies that encourage learning and intellectual curiosity tend to have more robust and resilient organizational cultures.When employees feel they have the freedom and support to explore new ideas and acquire new knowledge, they feel more engaged and motivated. 

The time has passed for us to have the privilege of pushing the problems we inherit to the next generations.The challenges of the future have never been more noticeable in our daily lives. And the next generation of leaders needs to understand that the great limiter of a more promising future is our own inability to think differently and act mindset leadership is our greatest threat to the future.

Edenred and BNP Paribas Brazil hold second edition of event that discusses data protection and artificial intelligence governance in companies

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Edenred and BNP Paribas Brazil hold second edition of event that discusses data protection and artificial intelligence governance in companies

Edenred, the leading digital platform for services and payment methods, and BNP Paribas Brasil, the leading bank in the European Union with a presence in more than 60 countries, announce the second edition of the DPO event (Data Protection Officer) Talks, which promotes debates on artificial intelligence, privacy and digital security, as well as strategies for the protection of personal data in the current context and promotion of innovation. The focus of the meeting, which takes place on September 18 from 14h, will be the commemoration of the four years of entry into force of the General Law on the Protection of Personal Data (LGPD). 

The event will be open to the public, with free registration, and will be held at La Fabrique, an initiative of Edenred and BNP Paribas and whose mission is to accelerate companies and startups, as well as encourage the development of technology and innovation projects in Brazil hub it is located within the STATE innovation center, in Vila Leopoldina, West Zone of Sao Paulo. 

“We are in a relevant technological and regulatory moment.It is therefore essential that DPOs are ahead of trends. Bringing together the main leaders of this area is a unique opportunity to exchange ideas, explore approaches and jointly strengthen governance in data protection and AI, driving innovation with” responsibility, comments Graziella Adas, Executive Director of the Legal, Risk and Regulatory area of Edenred in Latin America.

For BNP Paribas Brazil, innovation is a central point and is strongly linked to the bank's commitment to being a customer-focused and operationally efficient organization.But it is essential not to lose sight of issues related to security.“The emergence and advancement of new technologies bring unprecedented challenges. In this context, forums such as DPO Talks gain even more relevance, as they create an exchange environment that allows us to jointly define parameters and good practices in the use of” data, says Frederic Thomas, Director of Innovation at BNP Paribas Brasil.   

The DPO Talks will have two discussion tables. The first will be mediated by Aline Fachinetti, Data Protection Manager in the Americas region of Edenred, and will have the participation of representatives of large companies, such as Caroline Rocabado, DASA; Humberto de Jesus Ortiz, DPO of Whirpool; Joao Bernardi, DPO of BNP Paribas Brazil; Gustavo Godinho, Data protection Specialist and creator of DPO Wannabe and Juliana Morales, Specialist in personal data protection of BNP Paribas Brazil. 

The second panel of debate, mediated by the DPO of Edenred Brazil, Lara Goncalves, will be composed of specialized lawyers who will address the trends in the area and how they are seeing the scenario, the main doubts, uncertainties, risks and challenges they perceive, as consultants to the companies: Nuria Lopez, Daniel Law, Luis Fernando Prado, PVA Advogados, Fernanda Maia, Marcel Leonardi Advogados; Juliana Abrusio, Machado Meyer Advogados and Caio Lima VKL Advogados. 

Between the tables, there will be pitches from invited startups, such as Deep Legal Analytics and Bits Academy, which develop innovative solutions at the intersection of Law and Technology, including data protection, and AB2L, the Brazilian Association of Lawtechs & Legaltechs. 

More information and registration for the event is available on site.

Service

2a : Personal Development DPO Talks 

Date: september 18th

Schedule: 14h to 18h (with happy hour at the end of the event) 

Location: La Fabrique io Espace STATE io Avenida Manuel Bandeira, 360, Vila Leopoldina io Sao Paulo, SP.

Organization: Edenred and BNP Paribas

Free registrations

More info: https://www.sympla.com.br/evento/dpo-talks-privacidade-e-protecao-de-dados-2-edicao/2594610?_gl=1*ohsv54*_gcl_au*MTM0ODQ2OTE4MS4xNzIxODQ3NTA5Ljg3NDQ5MjUwNy4xNzI0MTc5MzMyLjE3MjQxNzkzMzE.*_ga*MTQ3NTEzODM5OC4xNzIxODQ3NTEw

Alva increases sales by 56 times through Retail Media

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Alva increases sales by 56 times through Retail Media

The beauty and cosmetics market in Brazil has registered a significant growth, with an increase of 5.8% in sales in 2023, according to data from the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC). The forecast is that the sector will reach US$33.14 billion in 2024, with an expected expansion to US$44.03 billion by 2029, according to a survey by Mordor Intelligence. 

Driven by the positive moment of this market and inspired by values of integral health and transparency, in 2008 Alva was founded to offer natural personal care products, based on purity, quality, practicality and responsibility. Although it had clear differentials in relation to other brands in the market, last year faced great challenges in online commerce, being part of a highly competitive category, in which major players dominated the entire space.

To boost its results on the platform, Alva decided to seek an agency specialized in Retail Media, an advertising strategy that promotes products in a targeted way within marketplaces, in order to increase sales directly where purchases are made. This is how it chose ProfitlogiQ, Retail Media agency specialized in optimization through artificial intelligence. 

“The partnership with ProfitlogiQ was a game changer for Alva. We were able to implement 360° strategies that not only increased our visibility, but also helped us reach new customers and retain existing ones,”, says Alexandre Luz, CFO of Alva.

The strategy designed was focused on increasing brand awareness, acquiring new users and preparing for important seasonality such as Black Friday.“A Alva had a great growth potential that was unlocked, we went far beyond the niche that the brand initially operated. This was only possible through the implementation of specific Retail Media strategies. Our goal was not only to make sales grow, but also to ensure that the brand had a significant return on investment”, highlights Alexandra Avelar, Country Manager of Brazil at ProfitlogiQ.

Comparing the previous period, August 2023, with November 2023, during Black Friday, Alva saw its sales increase 56 times and the number of orders grow 70 times. During the action period, the brand stood out as the best-selling in the deodorant category, competing directly with large traditional companies in the market. It also registered a 22-fold increase in product sales and a ROAS (Return on Investments in Ads) of 183%. In addition, the cost per conversion was reduced by 53, demonstrating the effectiveness of the brand has already surpassed in the first 23, the first (13rd and first.

Based on these results, Alva plans to continue expanding its Retail Media operations.The company is already preparing to start campaigns with Amazon DSP and foresees new product lines, including one for children and another for sun protection.This year, Alva will again take advantage of the seasonality of Black Friday, with even more aggressive expectations. 

“The success we have achieved so far is just the beginning.We are excited to explore new opportunities and continue growing in retail media with the support of ProfitlogiQ”, concludes Alexandre Luz.

Digitalization is still a challenge in foodservice, a market that is expected to turn over R$ 35 billion by 2032

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Digitalization is still a challenge in foodservice, a market that is expected to turn over R$ 35 billion by 2032

The global food service market reached a significant value of US$1,721.5 billion in 2022, with optimistic projections for the coming years. According to Market Research Future's "Food Service Market Trends" study, this segment is expected to reach US$1,249.067 billion by 2032 (i.e., a value close to R$1,35 billion), with a compound annual growth rate (CAGR) of 11,501,000.

Among the main drivers are changes in tastes and food preferences, with a growing demand for ready-to-eat foods. Furthermore, the search for more innovative and personalized meal alternatives has boosted the sector. Given this scenario, investment in technology is essential to keep up with changes in consumer behavior, especially in the current context, where delivery and apps have played a significant role.

However, according to Carlos Drechmer, CEO of ACOM Sistemas, a technology company specializing in food service management, many establishments still face challenges in transitioning to the digital environment, resulting in financial and operational efficiency losses.

"The transition to a paperless environment is an essential step toward modernizing the industry. Although many resist the change, adopting digital technologies can bring significant benefits, such as greater operational efficiency and a better customer experience."

One example is the use of technology to fulfill tax and business obligations, where many documents have deadlines and require storage. Or, alternatively, the use of omnichannel platforms, which integrate different communication and sales channels. This approach not only improves the customer experience but also optimizes internal processes. "Serving customers in a more personalized way and integrating different contact methods improves operations and leads to loyalty," explains Francisco Gioielli, CEO of Atena.ai, a company specializing in automation.

When it comes to inventory, going paperless is essential both to avoid waste and to ensure responsible consumption. After all, keeping inventory organized and up-to-date saves time and money. "With digitalized inventory and real-time information, it's possible to avoid unnecessary purchases, eliminate the depreciation of unused supplies, and even increase market competitiveness, as it's possible to negotiate prices with suppliers based on your establishment's true demand," Drechmer points out.

Paperless Food Service: How to Take the First Step?

First and foremost, food service owners must remember that "you can't bite off more than you can chew," as the saying goes. "In other words, it's a gradual process that will require investment in advanced technology. Furthermore, open communication with different generations of professionals will also be essential, since younger people tend to be more technologically inclined," comments Gioelli.

Initially, online forms will help replace printed forms and offer an alternative way to fill out data. These forms must also be kept up to date and comply with the General Data Protection Law (LGPD). For this to happen, and for the next step, data analysis, a management system is required.

Drechmer states that one of the main challenges facing the sector today is still resistance to digital technology. He believes it's essential to embrace a new cultural shift. This includes involving employees in all phases of the digital transformation process, providing effective training and ongoing support. Furthermore, it's crucial to highlight the benefits of a paperless system, such as greater cost reduction, reduced rework, environmental sustainability, and optimized operations.

A new feature to be launched soon by ACOM reinforces the company's commitment to further expanding its digital footprint. The new solution focuses on supporting business activity control, managing the sales process, and monitoring operating expenses. Ultimately, this translates into faster and more strategic business analysis using tools such as the Income Statement (DRE). The solution is already in the testing phase with some clients.

"Our goal is to facilitate the analysis of a company's strengths and weaknesses, which can benefit the restaurant both in management and in results. We want the client to benefit, whether through agility, increasing the number of customers, or optimizing the workforce, which is already scarce. The goal is for them to become more competitive and ensure consistently more satisfactory results in the end," emphasizes ACOM's CEO.

Strategy Expert Presents 5 Innovative Steps to Boost Sales in Medium and Large Enterprises

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Strategy Expert Presents 5 Innovative Steps to Boost Sales in Medium and Large Enterprises

In an increasingly competitive and dynamic business landscape, medium and large enterprises face the challenge of optimizing their sales strategies to ensure sustainable growth and outperform the competition. Max Bavaresco, founder and CEO of SONNE Educação, a consultancy specialized in strategic planning, outlines five essential steps to boost sales for these companies, focusing on aspects such as value proposition, market positioning, and customer experience.

1. Develop a Clear and Unique Value Proposition

According to Bavaresco, the value proposition is the core of any effective sales strategy. Successful companies are able to clearly and objectively articulate what makes them unique and how their products or services solve specific customer problems. “Why should someone buy your product or service instead of what your direct competitor offers?”, the expert questions.

2. Define a Consistent Market Positioning

Another crucial point is maintaining clear and consistent market positioning. This involves a combination of variables that may vary depending on the context, audience, and channel. “Pricing must be consistent. You cannot be the cheapest and the most expensive at the same time. It is necessary to balance the price with the differentiators of your products and services,” Bavaresco explains.

3. Integrate Marketing, Sales, Identity, and Management

For Bavaresco, the integration between marketing, sales, identity, and management is fundamental. “Communication, team, management, and brand must operate in harmony. If one of these disciplines fails, the others cannot compensate,” he states. He emphasizes the importance of delivering what the brand promises, summarized in the phrase: “making your brand deliver what it promises.”

4. Focus on the Customer and the Experience

Customer experience should be a priority. “Be correct and admit your mistakes, solve the problem, and exceed the expectations you yourself generated. Even with all the business evolution, nothing surpasses the basics done well,” advises Bavaresco. This includes everything from product delivery to complaint resolution.

5. Adopt Methodology, Measurement, and Discipline

Finally, Bavaresco highlights the importance of organized and disciplined execution. “The strategy must be organized, with clear processes to ensure everyone understands their responsibilities, objectives, and goals. Collecting data, making adjustments, and understanding that everything starts anew each day is essential for long-term success,” he notes.

Conclusion

Max Bavaresco emphasizes that boosting sales in medium and large enterprises requires a strategic and multifaceted approach. “By adopting an in-depth market analysis, refining the value proposition, investing in team training, utilizing advanced technology, and aligning marketing and sales, companies can create a solid foundation for sustainable growth. The ability to adapt to changes and constantly innovate is also essential to maintain competitiveness,” concludes the strategist.

With these guidelines, medium and large enterprises can transform their sales operations, ensuring not only survival but also robust growth in a highly competitive market.

Brazilian Electronic Commerce Grows 4% in 2023 and Moves US$ 196.1 Billion

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Brazilian Electronic Commerce Grows 4% in 2023 and Moves US$ 196.1 Billion

The Observatory of National Electronic Commerce, linked to the Ministry of Development, Industry, Commerce and Services (Mdic), disclosed that the e-commerce in Brazil registered a growth of 4% in relation to 2022, moving US$ 196.1 billion over 2023. This value represents more than five times the amount recorded in 2016, which was just over R$ 39 billion.

According to the report, Sao Paulo, Espirito Santo and Minas Gerais concentrated 60% of the business conducted via e-commerce in 2023.

“This shows that we have a hard work to do, which is the process of digital inclusion and income distribution”, said Uallace Moreira, Secretary of Industrial Development, Innovation, Trade and Services at Mdic.

Purchasing Profile

Based on electronic invoice data provided by the Federal Revenue, the Observatory pointed out that smartphones led sales in Brazilian e-commerce in 2023, moving R$ 10.3 billion. Other products that stood out were books, brochures and printed matter (R$ 6.4 billion), televisions (R$ 5.3 billion), refrigerators and freezers (R$ 5 billion), tablets (R$ 4.4 billion) and food supplements (R$ 3.7 billion).

The list of best-selling products varies from state to state. In Minas Gerais, footwear was the most purchased; in Espirito Santo, air conditioning units led. Santa Catarina and Paraiba stood out in the sale of refrigerators and freezers; in Goias, automobiles were the main product, while in the Federal District, books were the best-selling.

Online Trade Adhesion

The report also revealed significant differences between the Brazilian regions. The Southeast region dominated the e-commerce scenario, concentrating 73.5% of online sales, followed by the South (15.2%), Northeast (7%), Midwest (3%) and North (1.3%). When analyzing the origin of purchases, the Southeast was also the main, with 55.6%, followed by the South (16.8%), Northeast (TP,813T).

To increase the adhesion of small businesses to online commerce, MDIC and the Brazilian Agency for Industrial Development (ABDI) are developing the E-commerce.BR project, with a forecast of launch by the end of the year. The initiative aims to improve the financial performance of companies through innovative solutions, especially in regions where e-commerce is still incipient. In terms of e-commerce flow, interstate transactions were predominant, representing 62% of operations, while transactions within the state itself totaled 38%.

With agency information

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