The post-Black Friday marks the beginning of a new cycle for e-commerce In the dynamic and ever-evolving landscape of retail, Black Friday stands as a monumental event that significantly impacts consumer behavior and business strategies. However, the period following Black Friday is equally critical, as it not only signals the culmination of the holiday shopping season but also heralds the start of a new cycle for e-commerce. Post-Black Friday, retailers face the challenge of sustaining momentum and continuing to drive sales. This phase requires a strategic pivot, as businesses must adjust their marketing efforts, inventory management, and customer engagement tactics to keep the momentum going. One of the key aspects of this period is the Cyber Monday sales, which have become an essential extension of Black Friday promotions. Cyber Monday allows retailers to offer additional discounts and deals, encouraging consumers to continue their shopping spree online. Beyond Cyber Monday, the post-Black Friday period is an opportunity for e-commerce businesses to analyze the performance of their Black Friday campaigns. This analysis involves evaluating sales data, customer feedback, and overall market response. Such insights are invaluable for refining future marketing strategies, understanding consumer preferences, and identifying areas for improvement. For instance, if certain products performed exceptionally well during Black Friday, retailers might stock up on similar items for upcoming sales events. Conversely, if specific promotions did not yield the expected results, businesses can learn from these experiences to avoid repeating the same mistakes. Moreover, the post-Black Friday phase is a time for e-commerce platforms to address any operational challenges that arose during the peak shopping period. This includes resolving technical issues, optimizing website performance, and ensuring that customer service teams are well-prepared to handle increased inquiries and support requests. By addressing these challenges promptly, businesses can enhance the overall customer experience and build trust with their audience. Additionally, the post-Black Friday period is an excellent time for e-commerce businesses to engage with their customers through various marketing channels. Email campaigns, social media interactions, and personalized recommendations can help maintain customer interest and loyalty. By staying connected with their audience, businesses can foster a sense of community and encourage repeat purchases. For example, sharing behind-the-scenes content, customer success stories, or exclusive previews of upcoming products can create excitement and anticipation among customers. Furthermore, the post-Black Friday period allows e-commerce businesses to explore new market opportunities and expand their reach. This might involve entering new geographic regions, targeting different demographic segments, or experimenting with new product categories. By diversifying their offerings and exploring new avenues, businesses can tap into previously untapped markets and drive growth. In conclusion, the post-Black Friday period is more than just the aftermath of a major sales event; it is the beginning of a new cycle for e-commerce. It presents a unique opportunity for businesses to reflect on their strategies, address operational challenges, engage with customers, and explore new growth opportunities. By leveraging this period effectively, e-commerce businesses can set the stage for continued success in the competitive world of online retail.

By Jasper Perru, head of Groth & Ecosystem Performance ANYTOOLS

Black Friday has gone from being a 24-hour race to becoming a strategic cycle of at least 60 days. Brazilian online retail is now living a model in which October warms, November converts and December consolidates, and those who continue planning as if everything were summarized to a single peak are falling behind. 

An analysis of the ANYMARKET on the marketplace market confirms that while Black Friday growth remains relevant, its dynamics have changed structurally.Given October and November sales, GMV has advanced 39.5% and order volume has grown 26.07% on the annual comparison.Black Friday saw a 44.93% increase in GMV in 2025, while the period up to Cyber Monday has accumulated growth of 43.97%. 

However, these results were accompanied by a loss of concentration of sales throughout the month. The participation of Black Friday and Cyber Monday in total sales in November fell from 24.7% in 2024 to 23.7% in 2025, showing a redistribution of demand to other times of the calendar. 11/11 emerges as one of the main vectors of this dilution, presenting significant growth of 155.9% in 2025 compared to the same date of the previous year, consolidating itself as a new relevant month within the current peak.

This growth is not born of chance: it is a direct result of a more judicious and conscious consumer, of more competitive marketplaces and of more mature sellers, capable of aligning inventory, data and operation to take advantage of a commercial window that today lasts almost a quarter. In internal debates, with partners who actively work in the sector, we no longer speak of an isolated date, but in a strategic quarter. This requires real integration between channels, ERP, logistics and service, with any rupture or delay has a direct impact on reputation and visibility.

The internal data reinforce the thesis: in this last Black Friday, ANYTOOLS participated in 10% of the entire and e-commerce brazilian. A movement of this size only happens when sellers operate with quality, depth of stock and commercial intelligence. Predictive management and preparation begin months before, with infrastructure adjustments, new backlogs of functionality, alignment between service and strategy and direct approach to marketplaces. The result is an operation capable of sustaining peaks without incidents and turning data into a competitive advantage.

Another determining factor is consumer behavior. The sale diluted throughout the month and the dispute for attention, driven by affiliates, lives, coupons and lightning offers, make the scenario even more competitive. Marketplaces, with massive traffic and willingness to invest, expanded their protagonism. Prepared sellers knew how to use this to their advantage: they guaranteed visibility, increased the catalog, negotiated aggressive actions and took advantage of campaigns sponsored by marketplaces themselves. And the trend should follow in December, since platforms want to retain the market share conquered in November.

In parallel, automation emerges as the biggest game changer.Stock synchronization, the creation of smart kits, the application of channel-specific trade rules and strict order control avoid costly mistakes, not only in cash, but in reputation. Pure discount has become a trap. Without strategy, the seller sells, but profits less.

With the increase in impulsive purchases, the volume of doubts, cancellations and returns grows. Identifying patterns by channel, product or carrier allows faster and more efficient responses. AI accelerates diagnostics and frees teams to solve complex cases. Ignoring after-sales means losing margin, reputation and future exposure.

Another critical point is financial reconciliation.In weeks filled with special commission rules, rebates and coupons, any divergence erodes the margin.Sellers who do not reconcile by SKU, channel and period risk paying commissions above the agreed and compromise the result of the campaign.

In the final balance, this year's Black Friday can be highlighted in the maturity of the sellers and the strength of ecosystems. Visits to major operations during the week reinforced partnerships, guaranteed trust and showed the real impact of the group's solutions on the lives of the professionals behind giant operations.

The vision that is imposed for 2025 is clear: e-commerce has entered a more competitive era, data-driven, automation-centered and predictability-based. The seller challenge ceases to be “sell a lot in November” and becomes “perform well throughout the strategic quarter”. Post-Black Friday, not the date itself, is the real differential. Who dominates this cycle sells more and sells better.