The second quarter of the year, Q2/2024, brought the main indicators for the marketplaces sector in Brazil, from a sales, operation, service view to the relevant events in the ecosystem in Q2, as well as the highlights marketplaces and an overview of the sales calendar that is coming.
According to data from ANYTOOLS platform, which concentrates more than 10% of the turnover of marketplaces in the country, the period from April to June revealed important trends for sellers seeking to optimize their sales performance and boost efficiency in operations for the next half of the year.
In the report it is possible to verify that marketplaces registered a significant increase in the number of orders, with growth of more than two digits, being 16,24% for the quarter in question. However, there was a reduction in the importance of 9,20% in the value of the average ticket, reflecting a buying behavior focused on the acquisition of more items of lower value, instead of a few expensive items.
For the CEO of ANYTOOLS, Victor Eduardo Cobo, the rapid changes in the digital sales scenario, economic interference and consumer behavior, increasingly require the seller. “Data show an ecosystem of marketplaces constantly evolving, being expressive to the point of already being a specific business; and we realize in it the adaptation of consumers to new economic realities. Our goal with this report is to provide sellers with strategic information that helps them optimize their operations and maximize their sales, putting energy where it makes sense.ANYTOOLS produces the report, every quarter for the entire market, while our customers have this information daily, so that we can boost their data with the market, so that we can act with all.
According to the PhD in Economics, Joao Ricardo Tonin, “we can note the search of consumers for discounts and low-ticket products. Still the result of the post-pandemic effects, we have noticed more indebted consumers and with a more limited purchasing power. This condition is not exclusive to Brazil, being a global trend. In this context, it is natural that consumers are more attentive to promotions, seek products with more affordable prices and choose to split their purchases in longer terms”.
The economist also points out that “although there are expectations of a slight improvement in this scenario in the second half, it is always recommended to remain vigilant. The highlight was the advance of large Asian retailers that offer products with lower prices and directed to consumers in emerging markets, such as Brazil.The need for these companies to conquer market share aligns with the search of consumers for discounts and low-ticket products.It is likely that this movement will continue to gain strength in the coming months, given that the financial condition of consumers will not change in the short term”, explains.
But how to get out in front?
The commercial director of ANYTOOLS, Andre Goncalves Pereira, points out that the differential for sellers is the possibility of having, with the report, a detailed view of the main market indicators and compare with the reality of their operation for strategic decision making.
“We like to always see (half full glass’. This means that sellers have, at hand, not only the details of indicators, but the pattern of purchase that the consumer has had in this current scenario. All this makes the seller invest in new strategies, according to the consumer profile, starting for example, refining the sales strategy to align with the customer's purchase profile. Electronic and higher value products are purchased less often and require a more consultive service. On the other hand, lower value products and frequent purchases demand not only a lower price, but also the attention to the cost of shipping and”.
Logistics and Consumer Behavior
The tip of the experts is for the seller to focus on offering free shipping or advantageous shipping conditions for products, and how to achieve this also for low ticket, especially those that are recurring purchases, ensuring that customers receive their products quickly, without frustration.
Average Ticket and Subcategory Performance
It is essential to track and compare the average tickets of by-products within each category. A difference in the average ticket does not necessarily indicate higher sales volume, but can signal a better performance in relation to the average price. Just as if the market is practicing a higher average ticket than the seller and showing if it is losing margin.
Importance of Customer Service
An efficient customer service is crucial to increase sales conversion. Responding quickly to consumer questions can reduce hesitation at the time of purchase and even regrets after purchase. The tip is to use Artificial Intelligence to accelerate customer service, responding outside business hours and on weekends, like Mia, who can meet in context and in a humanized way. Quick answers increase the chances of conversion and are important for reputation in the marketplace, especially when avoiding cancellations.
Planning for Black Friday and Special Dates
Q2 showed us that the days with the highest sales happened in the days leading up to Mother's Day and Valentine's Day. So what special dates do sellers need to prepare in this Q3 and second half of 2024? Although Black Friday only takes place in November, planning should start now.
The buying trends of the first half, such as the preference for lower average ticket products, are valuable indicators for Black Friday. In this sense, the sellet having this assortment is important, but also observe the forms of payments, with installments that fit in the pockets. Another tip is to strengthen the relationship with suppliers to ensure inventory during Black Friday and consider extending the promotions for a whole week, taking advantage of the thirteenth salary of consumers.
Growth Strategies
Ensure investments in technology and employee training, as well as be aware of market news and adjust strategies to remain competitive. To increase the chances of success in online retail, sellers should regularly monitor their performance, compare it with the market and keep their strategies updated. Connecting to marketplaces through hubs, maintain financial reconciliation on time and adopt Artificial Intelligence technologies to help service and take care of their reputation are essential practices to improve customer service and ensure consumer satisfaction, thereby ensuring sustainable growth.
