The Brazilian e-commerce continues to show rapid growth, and the food sector is one of the major protagonists of this expansion. According to data from Nielsen, a global leader in consumer intelligence, e-commerce revenue in Brazil grew by 18.7%, reaching R$ 160.3 billion in the first half of 2024. Among the highlights of this increase is the food category, which saw a 18.4% growth in gross revenue, driven by the increasing demand for fast-moving consumer goods (FMCG).
The Nielsen research revealed that Baskets composed of Food, Beverages, Perfumery, and Cosmetics were the main growth drivers in e-commerce, together representing 51% of total orders. The shopping experience and convenience in the payment and delivery process have been fundamental factors for customer satisfaction, further enhancing consumer confidence in this shopping channel.
In this context, Vapza, a company specializing in vacuum-packed and ready-to-eat foods, is one of the leading players in the e-commerce sector that have been standing out. In the first half of 2024, the company recorded a 39% increase in e-commerce compared to the same period of the previous year, consolidating its position in the digital market. “Vapza’s e-commerce is constantly growing, as a result of various strategies and technical improvements. We expect the same trend of growth in the second half of 2024, as in August, we saw a growth of 24.6% compared to the same period in 2023. This progress reflects the consumer behavior, which seeks convenience, healthiness, and safety when making online purchases,” comments Vapza’s CEO, Enrico Milani.
Innovative Strategies
To support this growth trend, Vapza is betting on a set of innovative strategies. The company has been investing in partnerships with digital influencers and promotional campaigns focused on holidays, such as Black Friday and Christmas, aiming to attract and retain new consumers. ‘One of Vapza’s main differentials in e-commerce is the Vapza Lovers Club, a loyalty program that offers immediate cashback in the shopping cart. The Vapza Lovers Club emerged as a strategy to value our customers. The more they buy and refer, the more points they accumulate and can use, providing a real and direct benefit,’ explains Milani.
With clients throughout Brazil and in 14 other countries, Vapza has stood out especially in the South and Southeast regions. Additionally, according to the Head of Marketing, Liza Schefer, the company faces challenges in the digital environment, such as the constant improvement of the shopping experience and adaptation to new market demands. ‘E-commerce in Brazil continues to grow, and we see this reflected in Vapza’s sales. In this context, we are attentive to consumer needs and always seeking new ways to enhance our online operation to reach our audience, composed of consumers looking for convenience without compromising quality and healthiness,’ emphasizes Liza.
Vapza Alimentos celebrated its 30th anniversary in the market in 2024. Founded in 1994, Welinton Milani joined the company’s board in 1998 and, in 2007, with a solid vision of growth potential, acquired 100% of the company and made the brand a pioneer in vacuum-packed and steam-cooked foods in Brazil.
