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What is Online Marketplace?

E-Commerce Update
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What is Online Marketplace?

An online marketplace is a digital platform that connects buyers and sellers, allowing them to conduct commercial transactions over the internet. These platforms act as intermediaries, providing infrastructure for individual sellers or companies to offer their products or services to a large number of potential customers. Some popular examples of online marketplaces include Amazon, eBay, Mercado Livre, and Airbnb.

History:

Online marketplaces emerged in the late 1990s with the advent of e-commerce. One of the first and most successful examples was eBay, founded in 1995, which started as an online auction site for consumers to sell items to each other. As the internet became more accessible and trust in e-commerce grew, more marketplaces emerged, covering a wide range of sectors and business models.

Types of online marketplaces:

There are several types of online marketplaces, each with their own characteristics and target audiences:

1. Horizontal marketplaces: They offer a wide variety of products from different categories, such as Amazon and Mercado Livre.

2. Vertical marketplaces: Focus on a specific niche or sector, such as Etsy for handmade and vintage goods, or Zalando for fashion.

3. Service marketplaces: Connect service providers with customers, like Fiverr for freelancers or Uber for transportation services.

4. P2P (peer-to-peer) marketplaces: Allow consumers to sell products or services directly to each other, such as eBay or Airbnb.

Advantages:

Online marketplaces offer several advantages for sellers and buyers:

1. Expanded reach: Sellers can access a much larger audience than would be possible with a physical store.

2. Convenience: Buyers can find and purchase products or services easily, anytime, anywhere.

3. Variety: Marketplaces often offer a large selection of products or services, allowing shoppers to find exactly what they are looking for.

4. Trust: Established platforms offer reputation and consumer protection systems, increasing trust in transactions.

5. Reduced costs: Sellers can save on operational costs such as rent for physical space and employees.

Challenges:

Despite their advantages, online marketplaces also present some challenges:

1. Competition: With many sellers offering similar products, it can be difficult to stand out and attract customers.

2. Fees: Platforms often charge fees on sales, which can reduce sellers’ profit margins.

3. Platform Dependency: Sellers can become overly dependent on the marketplace, limiting their ability to build their own brand.

4. Quality issues: Ensuring the quality and authenticity of products can be a challenge, especially in marketplaces with many sellers.

Future of online marketplaces:

As e-commerce continues to grow, online marketplaces should become even more prevalent and sophisticated. Some trends that are expected to shape the future of marketplaces include

1. Personalization: The use of data and artificial intelligence to provide more personalized shopping experiences.

2. Omnichannel integration: The combination of online and offline experiences to create a seamless shopping journey.

3. Specialized marketplaces: The emergence of more marketplaces focused on specific niches or communities.

4. Globalization: The expansion of marketplaces into new international markets, connecting sellers and buyers around the world.

Conclusion:

Online marketplaces have revolutionized the way we buy and sell products and services, offering unprecedented convenience, variety, and accessibility. As technology advances and consumer habits evolve, marketplaces must continue to play a central role in e-commerce and the global economy. Although there are challenges to be faced, the future of online marketplaces looks promising, with new innovations and opportunities always emerging.

What is e-commerce?

E-Commerce Update
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What is e-commerce?

E-commerce, also known as electronic commerce, is the practice of conducting commercial transactions via the internet. This includes the buying and selling of products, services, and information online. E-commerce has revolutionized the way businesses conduct their operations and how consumers acquire goods and services.

History:

E-commerce began to gain popularity in the 1990s with the advent of the World Wide Web. Initially, online transactions were mainly limited to the sale of books, CDs, and software. Over time, as technology advanced and consumer confidence in e-commerce grew, more companies began to offer a wide variety of products and services online.

Types of e-commerce:

There are several types of e-commerce, including:

1. Business-to-Consumer (B2C): Involves selling products or services directly to end consumers.

2. Business-to-Business (B2B): Occurs when a company sells products or services to another company.

3. Consumer-to-Consumer (C2C): Allows consumers to sell products or services directly to each other, usually through online platforms such as eBay or OLX.

4. Consumer-to-Business (C2B): Involves consumers offering products or services to businesses, such as freelancers offering their services through platforms such as Fiverr or 99Freelas.

Advantages:

E-commerce offers several advantages for companies and consumers, such as:

1. Convenience: Consumers can purchase products or services anytime, anywhere as long as they have access to the internet.

2. Wide variety: Online stores generally offer a much wider selection of products than physical stores.

3. Price Comparison: Consumers can easily compare prices from different suppliers to find the best deals.

4. Reduced costs: Businesses can save on operational costs, such as rent for physical space and employees, by selling online.

5. Global Reach: E-commerce allows businesses to reach a much wider audience than would be possible with a physical store.

Challenges:

Despite its many advantages, e-commerce also presents some challenges, including:

1. Security: Protecting consumers’ financial and personal data is a constant concern in e-commerce.

2. Logistics: Ensuring that products are delivered quickly, efficiently and reliably can be a challenge, especially for smaller businesses.

3. Stiff competition: With so many businesses selling online, it can be difficult to stand out and attract customers.

4. Trust issues: Some consumers are still hesitant to shop online due to concerns about fraud and the inability to see and touch products before purchasing.

Future of e-commerce:

As technology continues to advance and more people around the world gain access to the internet, e-commerce is expected to continue growing and evolving. Some trends that are expected to shape the future of e-commerce include

1. Mobile Shopping: More and more consumers are using their smartphones and tablets to shop online.

2. Personalization: Companies are using data and artificial intelligence to provide more personalized shopping experiences to consumers.

3. Augmented Reality: Some companies are experimenting with augmented reality to allow consumers to virtually “try on” products before purchasing.

4. Digital payments: As digital payment options such as e-wallets and cryptocurrencies become more popular, they are expected to become even more integrated into e-commerce.

Conclusion:

E-commerce has fundamentally changed the way we do business and continues to evolve rapidly. As more companies and consumers adopt e-commerce, it becomes an increasingly essential part of the global economy. Although there are still challenges to overcome, the future of e-commerce looks bright, with new technologies and trends constantly emerging to improve the online shopping experience.

Research reveals high adoption of technologies in Brazilian retail and growth of e-commerce apps

E-Commerce Update
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Research reveals high adoption of technologies in Brazilian retail and growth of e-commerce apps

A survey conducted by Instituto Locomotiva and PwC revealed that 88% of Brazilians have already used some technology or trend applied to retail. The study highlights that purchasing on marketplaces is the most adopted trend, with 66% participation, followed by in-store pickup after online purchase (58%) and automated online customer service (46%).

The research also showed that nine out of ten consumers prioritize brands that offer pleasant shopping experiences, delivery convenience, and sustainability initiatives. Renato Meirelles, president of the Locomotiva Institute, emphasizes that Brazilians still buy a lot in physical stores, despite preferring to purchase certain products online.

Although physical stores remain the most frequent experience, some products already show a predominance of online purchasing, varying according to the category. Electronics and various courses have higher engagement with e-commerce, while supermarkets, building materials, and hygiene and beauty products are still more purchased in physical stores.

Meanwhile, the e-commerce app market is on the rise. According to Adjust's annual Mobile App Trends report, there was a 43% increase in installations and a 14% rise in sessions of virtual commerce apps in 2023. Bruno Bulso, COO of Kobe Apps, states that this growth reflects the increasing consumer preference for mobile shopping experiences.

Latin America stood out by recording an increase in the average time spent per session on e-commerce apps, contrary to the global trend. Furthermore, Shein's leadership in the ranking of the most downloaded apps worldwide highlights the need for brands to expand their digital channels to apps.

Brazil, ranked as the fourth country in the world with the most app downloads in 2023, demonstrates the growing importance of mobile devices in the lives of Brazilian consumers. Specialists emphasize that the omnichannel journey, integrating physical stores and apps, is a key factor in completing the purchase and customer loyalty.

Essential points for having a competitive e-commerce

Clovis Souza
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Essential points for having a competitive e-commerce

E-commerce continues to grow. Numbers from the Brazilian Association of Electronic Commerce (ABComm) indicate a revenue of R$ 73.5 billion in the first half of 2022. It is a 5% increase compared to the same period in 2021.

This increase is aided by online stores enabling the sale of products to all regions of Brazil, for example. In addition to providing unique gifts for different styles and celebrations. Meanwhile, an important point for the full operation of the store is an engaged team.

For an e-commerce to explore its potential, it is necessary to employ strategies across all sectors – production, inventory, logistics, customer service, post-sales – to provide a complete experience for customers. Therefore, there are three fundamental pillars for a thriving e-commerce: strategic planning, quality products, and efficient customer service.

The planning involves selecting the products the company will sell, taking good photos, and creating texts and creative content that attract the consumer. It is also essential to know the partners, check the expiration date of perishable products, assess the logistics process, ensure deadlines are met, and pay attention to all details that could potentially hinder the customer experience.

Quality products are a basic premise in any store, whether online or physical. When purchasing for personal use or as a gift, there is careful research of the versions, sizes, colors, as well as the financial and emotional investment. In this way, the customer can consider the store where they made the purchase and, on a future occasion, return to the location.

The differentiated SAC, in turn, can contribute to customers returning to the e-commerce. It is an essential tool for harvestingfeedbacks,both positive and negative, from consumers, and thus, improve the experience.

The habit of shopping online is a reality in the country, as it is a practical, efficient, convenient, and often quick way, depending on the logistics process. It has become a path that must run in parallel with the physical environment, so it is necessary to be careful to best meet the expectations of consumers.

Expanding beyond e-commerce: how to differentiate strategies for retailers?

Clovis Souza
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Expanding beyond e-commerce: how to differentiate strategies for retailers?

With a lot of determination and planning, it is possible to increase profit even in times of crisis. Despite the political and economic scenario in Brazil, combined with the post-pandemic period, the Brazilian entrepreneur shows resilience. According to the Business Map Bulletin, in 2022, the country set a record for business openings, including microenterprises and individual microentrepreneurs. In the first four months of the year, 1.3 million new companies were born.

For those who work in e-commerce, sales have fallen this year, after theboomdoing online during social isolation and the closure of physical locations. Research by the Brazilian Association of Electronic Commerce (ABComm) indicates a 5% growth in the first half of 2022, when more than 6% was expected for online sales.

In this scenario, those operating in the sector need to invest in strategies aimed at expanding beyond online sales. In search of a broader audience, aiming to address demands across various platforms. It is important to expand the possibilities by combining e-commerce with the option of physical stores, kiosks in shopping malls, andmarketplaces.

The units that sell in person offer the opportunity to evaluate the product, check the material, and have contact with the item before making the investment. Stimulation of various senses, such as touch, smell, hearing, sight, and even taste, can make a difference in the shopping experience. Personal contact is more welcoming and enhances the reliability of a business. Talking to the seller is a factor that impacts a customer's purchase journey, which is why physical stores have this advantage.

When the store is on the street, it is possible to offer a more personalized experience, focusing on the product and the customer. But the kiosks in shopping malls and shopping centers also offer the same benefits and earn points on the practicality side, since the consumer can resolve other pending matters in the same environment.

THEmarketplace, in turn, is a business model that revolutionized online retail, connecting different retailers to customers. According to a survey by Ebit Nielsen, these collaborative environments already account for 78% of Brazil's e-commerce. Furthermore, this sales method is one of the consumers' favorites.

According to research by the French company Mirakl, 86% of Brazilians identify themarketplaces as the most satisfying way to shop online. Another opportunity for the entrepreneur to gain strength and go beyond traditional e-commerce – combining the most diverse possibilities for their business.

Tramontina launches B2B e-commerce to expand reach and facilitate corporate purchases

E-Commerce Update
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Tramontina launches B2B e-commerce to expand reach and facilitate corporate purchases

Tramontina, the renowned Brazilian company of utensils and tools, announced the launch of its e-commerce platform Exclusive for B2B (business-to-business) sales and for use and consumption. This initiative marks an important digital expansion of the brand, complementing the traditional service by representatives and offering a new way of interaction with corporate clients.

The new online channel, available at empresas.tramontina.com.br, allows customers to access the company's extensive portfolio, which includes over 22,000 items. The product range covers from household utilities and tools to furniture, also serving the hospitality and food service segments, including restaurants, bars, cafes, and hotels, as well as retail, wholesale, and resellers.

Among the main benefits of the platform are:

  1. Fast and personalized purchases
  2. Complete order management, including those made online and by representatives
  3. Specialized support adapted to the specific needs of each client
  4. Free shipping on orders that meet the minimum purchase amount

This Tramontina initiative represents a significant step in the digitization of its sales processes, aiming for closer engagement with the brand and facilitating the management of its corporate clients' businesses. The company expects that this new B2B sales channel will enhance its market reach and provide a more efficient and convenient purchasing experience for its corporate clients.

Anatel releases list of e-commerce sites with illegal cell phone ads; Amazon and Mercado Livre lead ranking

E-Commerce Update
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Anatel releases list of e-commerce sites with illegal cell phone ads; Amazon and Mercado Livre lead ranking

The National Telecommunications Agency (Anatel) revealed last Friday (21) the results of an inspection carried out on e-commerce websites, focusing on ads for cell phones without official certification or that entered the country illegally. The action is part of a new precautionary measure published by the agency to combat piracy.

According to the report, Amazon and Mercado Livre showed the worst statistics. On Amazon, 51.52% of cell phone listings were for non-approved products, while on Mercado Livre this number reached 42.86%. Both companies were classified as "non-compliant" and must remove the irregular ads, under penalty of fines and possible removal of the websites.

Other companies, such as Lojas Americanas (22.86%) and Grupo Casas Bahia (7.79%), were considered "partially compliant" and will also need to make adjustments. On the other hand, Magazine Luiza did not record any illegal advertisements, being classified as "compliant". Shopee and Carrefour, although without disclosed percentages, were listed as "compliant" for having already made commitments with Anatel.

The president of Anatel, Carlos Baigorri, highlighted that negotiations with e-commerce companies have been ongoing for about four years. He specifically criticized Amazon and Mercado Livre for not engaging in the collaborative process.

The inspection took place between June 1st and 7th, using a scanning tool with 95% accuracy. Anatel announced that, after focusing on cell phones, the agency will investigate other products sold illegally without approval.

The precautionary measure published today aims to give companies another opportunity to comply with the regulations, starting with mobile phones. Anatel emphasized that other companies, besides the seven largest retailers mentioned, are also subject to the same requirements.

Magazine Luiza and AliExpress announce unprecedented partnership in e-commerce

E-Commerce Update
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Magazine Luiza and AliExpress announce unprecedented partnership in e-commerce

Magazine Luiza and AliExpress have signed a historic agreement that will enable cross-selling of products on their respective e-commerce platforms. This partnership marks the first time that the Chinese marketplace will make its products available for sale by a foreign company, in an unprecedented cross-border strategy.

The collaboration aims to diversify both companies' catalogs, leveraging each other's strengths. While AliExpress is known for its variety of beauty items and tech accessories, Magazine Luiza has a strong presence in the home appliances and electronics market.

With this initiative, the two platforms, which together total over 700 million monthly visits and 60 million active customers, hope to significantly increase their sales conversion rates. The companies assure that there will be no changes to the tax policies for consumers and that the guidelines of the Remessa Conforme program will be maintained, including the exemption of fees for purchases under US$ 50.

The announcement of the partnership was well received by the financial market, resulting in an appreciation of more than 10% in Magazine Luiza shares, which had been facing a drop of almost 50% during the year.

This collaboration represents an important milestone in the Brazilian and international e-commerce scene, promising to expand purchasing options for consumers and strengthen the position of both companies in the market.

Deliveries and prices: how to build customer loyalty in e-commerce?

Clovis Souza
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Deliveries and prices: how to build customer loyalty in e-commerce?

Philip Kotler, in his book “Marketing Management”, it is said that acquiring a new client costs five to seven times more than retaining existing ones. After all, for the recurring customer, there is no need to dedicate effort in marketing to introduce the brand and gain trust. This consumer already knows the company, the service, and the products.

In the online environment, this task is more strategic due to the lack of experienceface to face. Building customer loyalty in e-commerce requires specific actions to satisfy the consumer, strengthen the relationship and make them buy more often.

The observation may seem obvious, but it is only possible to retain buyers who were satisfied with the experience they had. If they become dissatisfied due to a payment process error or delayed delivery, for example, they may not return and may even speak badly about the brand.

On the other hand, loyalty is also advantageous for the consumer. Upon discovering a trustworthy e-commerce with quality products, fair prices, good customer service, and timely deliveries, he doesn't get tired and begins to see that store as a reference. This builds trust and credibility that the company serves you in the best way.

In this scenario, two elements are fundamental to ensuring the loyalty process: deliveries and prices. It is interesting to learn some essential strategies to strengthen these operations, especially in the virtual environment.

1) Investment inlast mile 

The final phase of delivery to the consumer is one of the keys to ensuring a good experience. In a company with nationwide reach, for example, it is essential to establish partnerships with local organizations that can handle deliveries in a more personalized manner. Additionally, a tip is to promote exchanges and training with regional delivery personnel so that the order arrives in perfect condition and reflects the brand's image. Finally, this strategy also reduces costs and lowers shipping fees for the consumer, providing a solution to one of the main challenges in the online sales market today.

2) Packaging

The moment to package the product is important. Treat each delivery as unique, taking into account packaging needs and the peculiarities of each item to ensure proper handling. Additionally, customizing deliveries with personalized touches makes a difference, such as handwritten cards, spritzes of perfume, and sending gifts.

3) Omnichannel

Having data tools and thorough, careful analysis is essential in an enterprise to bring this experience to the consumer. The benefits are numerous. Firstly, there is more assertive communication and smarter strategies when we implement it.omnichannelsince the user has a unified experience online and offline. The service becomes even more personalized and precise.

4) Marketplace

Entering a broader environment of offerings allows for a variety of shopping options. In this way, it is possible to meet the most diverse needs of the public, offering alternatives for all tastes and styles. Today, the tool has become essential for e-commerce. It is necessary to offer diversified options, with assertive solutions for the demands of the public, as well as focus on different offers with low-price options.

5) Inclusion

Finally, thinking about inclusive platforms enables democratic service and reaches an even larger audience. Offering purchases by phone or WhatsApp, as well as providing personalized service through the Customer Service Center (SAC), are very commonly used alternatives nowadays.

Marketplaces in Brazil register 1.12 billion hits in May, according to report

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Marketplaces in Brazil register 1.12 billion hits in May, according to report

The month of May recorded the second highest number of accesses to marketplaces in Brazil this year, according to the E-commerce Sector Report in Brazil, produced by Conversion. Throughout the month, Brazilians accessed websites such as Mercado Livre, Shopee, and Amazon 1.12 billion times, ranking only behind January, when there were 1.17 billion accesses, driven by Mother's Day.

Mercado Livre leads with 363 million hits, followed by Shopee and Amazon Brazil

Mercado Livre maintained its leadership among the most accessed marketplaces, recording 363 million visits in May, a 6.6% increase compared to April. Shopee ranked second, with 201 million visits, showing a 10.8% increase compared to the previous month. For the first time, Shopee surpassed Amazon Brazil in number of visits, which ranked third with 195 million visits, a 3.4% increase compared to April.

E-commerce revenue maintains growth trend in May

In addition to access data, the report also presents information about the e-commerce revenue, obtained by Conversion from the Valid Sale data. In May, revenue followed a growth trend, as did the number of accesses, recording a 7.2% increase and maintaining the trend started in March, driven by Women's Day.

Positive outlook for June and July, with Valentine's Day and winter holidays

The expectation is that this growth trend will continue in June, with Valentine's Day, and possibly extend into July, with sales for the winter holidays in much of the country. Brazilian marketplaces demonstrate a solid and consistent performance, reflecting the growing adoption of e-commerce by consumers.

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