Viral trends represent a golden opportunity to increase sales, but knowing how and when to get into them – and, especially, when to get out is crucial. For Ecommerce na Prática, a global leader in e-commerce education, entrepreneurs must have a strategic outlook to take advantage of trends, attract new consumers, strengthen their brand, and focus on customer loyalty.
“We see the impact of these trends very clearly. An example is the 2000% increase in the number of items sold with the name ‘capivara’ registered on the Nuvemshop platform. This shows how internet cultural behaviors can directly reflect on e-commerce. But it is essential to act consciously and not get carried away by emotions,” says Ana Clara Magalhães, a marketing specialist and senior acquisition manager at Ecommerce na Prática.
Check out the specialist’s top tips for turning a trend into a sales opportunity:
1) Be attentive to societal movements: understanding what is happening in the world – and on the internet – is the first step. Trends come from memes, viral videos, influencers, or social movements. “You don’t need to follow everything that’s trending, but you should identify what makes sense for your audience. This requires active listening on social media and curiosity to follow trends. Only then can you know when there is real potential to turn it into a product,” explains Ana Clara.
2) Adapt the trend to your niche: not every trend needs to be followed to the letter: the ideal is to adapt what is trending to the identity of your brand or the interests of your audience, generating more connection and sales. “In the case of capybaras, for example, you don’t necessarily need to sell plush toys. You can use the theme in a print, decoration, references for a fun campaign, or even in the content of social media. The important thing is to incorporate what is going viral in a way that makes sense for your business,” she advises.
3) Test before investing heavily: before betting big on a new demand, experiment. Do a limited release or even a custom order product to feel the market’s receptivity. “Small tests avoid losses and help understand if the trend has legs or if it will peak and decline. Generally, the latter is what happens, be it in the short or medium term, so stocking up on products may not be the best initial approach. In the digital world, everything changes very quickly, so experimentation is a valuable ally,” Ana advises.
4) Prepare to restock quickly: when a product starts selling well, the response time needs to be fast; good negotiations with suppliers and logistics partners will make all the difference. “Conversely, slowness can make you miss the best part of the trend. Therefore, always have a plan B for replenishment and assess whether the supplier is capable of delivering at the pace the trend demands,” the manager emphasizes.
5) Use trends to retain customers: More than selling, trends can be an entry point to build a relationship with new consumers. “If someone has come to your store because of a viral product, this is the moment to show other differentials of your business. Send a gift, offer a coupon for the next purchase, or have your website ready to add complementary and similar offers focusing on increasing the immediate average ticket or future repurchase. The first contact is very important to provide a good experience to the consumer and start investing in strategies to retain”, concludes Ana Clara.
