The beginning of the year was favorable for e-commerce in Brazil. That’s what the data released in June by the Brazilian Electronic Commerce Association (ABComm) shows. Online purchases reached R$ 44.2 billion in the first quarter of 2024, representing a 9.7% increase compared to the same period the previous year. The average ticket was also higher, increasing from R$ 470 to R$ 492. However, despite the growth, low seasons also come and are a reality for digital retailers.
Months without holidays and significant events — like July and October — tend to be periods of lower demand for various sectors. However, it’s important to set aside the fear of seasonality and face it as a natural process. After all, it happens to all businesses, from small retailers to marketplaces, and everyone can rely on performance marketing as an ally.
To enhance sales during low periods, early planning is essential. Luana Merlyn, media coordinator at Yooper, recommends analyzing data from the previous year to understand e-commerce behavior and map out objectives, actions, and goals for the new year. “Creating a calendar and leveraging low seasonalities to create special dates, such as brand anniversaries and exclusive promotions, can be very effective,” she advises.
With careful planning and well-defined performance marketing strategies, e-commerce businesses can turn low-demand periods into growth opportunities, maintaining consumer relevance and engagement throughout the year. Luana highlights three main ways to act towards this goal:
- Anticipation of actions: It is recommended to intensify media before important celebratory dates, which can generate early sales and increase traffic. “For example, we can start promoting Father’s Day in July to boost August revenue,” suggests Luana.
- Focus on hot audiences: Targeting e-commerce visitors, users who recently added products to the cart, and frequent customers is another strategy that can be applied in performance marketing. “Recurring buyers are practically brand fans and represent a very valuable audience,” emphasizes the coordinator.
- Creation of similar audiences: It is also recommended to expand segmentation by creating targets with characteristics similar to recurring buyers. “It’s a way to maximize campaign reach,” explains.
Luana also warns that interrupting the marketing plan during low demand times can be detrimental. “Paid media tools rely on continuous learning provided by machine learning. Pausing strategies means discarding all the built intelligence, also harming high-demand months,” concludes the specialist.
