O e-commerce amadureceu: Está na hora de encarar as vendas complexas no digital

For a long time, it was synonymous with convenience and speed, a channel for simple and impulsive purchases. But the digital world has matured, and so has the consumer. Today, the online environment is beginning to dominate a new territory: complex sales, those that require technical dialogue, trust, and shared decision-making.

We call them complex sales when the purchase decision involves multiple influencers, a high degree of customization, technical analysis, and a longer negotiation cycle. These are transactions that go far beyond clicking the shopping cart: they demand detailed information, offer personalization, and consultative support to help the customer choose the best solution. In the past, this type of relationship seemed incompatible with the digital world. Today, however, the consumer feels comfortable conducting most of this journey online, and this is the turning point. 

According to McKinsey, more than 70% of the decision-making process in complex categories already occurs in a digital environment, even when the finalization takes place physically or hybridly. In other words, the modern customer no longer initiates a purchase with the salesperson, but approaches them after having conducted their own research, simulated possibilities, and formed an opinion.

This new behavior is a direct result of the digital maturity achieved in recent years. In 2024, Brazilian e-commerce moved over R$ 200 billion, according to ABComm, and attracted over 90 million active consumers—a number that continues to grow even during periods of economic downturn. This shows that the Brazilian consumer has learned to trust digital experiences and expects them to be complete, transparent, and integrated. They want autonomy but also clarity; they want speed but do not give up security. And it is in this convergence that complex sales find room to develop.

Digitizing this type of sale is not just a matter of convenience—it's a strategic necessity. When a company transforms analog and people-dependent processes into digital workflows, it gains scale, consistency, and predictability. What previously required dozens of emails, in-person visits, and manual approvals now occurs in an organized and auditable manner, supported by integrated systems and data intelligence. This shift frees up the salesperson to act as a consultant and dedicate themselves to moments of higher added value.

At the same time, the digitalization of complex sales expands the potential for personalization. With the use of recommendation algorithms, machine learning, and predictive analytics, it is possible to map decision patterns, anticipate needs, and offer tailored solutions in real time. In the automotive sector, for example, manufacturers like Tesla and BMW already allow vehicles to be configured and purchased online, with hybrid support from specialized consultants. What closes this equation is precisely technology coupled with data intelligence, which generates trust and convenience.

Even so, the challenge of digitizing these sales also involves culture, structure, and governance, as many sales teams resist giving up part of the control over the negotiation process, believing that physical presence is irreplaceable. However, what the market shows is precisely the opposite: the human touch remains essential, just at a different moment. It is the hybrid—or phygital—model that is consolidating: the customer navigates digitally and, when they encounter a critical question, finds an expert ready to help them, whether via chat, video, or a call integrated into the platform.

With this, journeys that were previously fragmented and slow become shorter and more transparent, where the customer has access to detailed information, can compare options, simulate scenarios, and interact when they want to—not when the salesperson approaches them. This reduces anxiety, accelerates the decision, and, paradoxically, increases buyer confidence. Loyalty also takes on a new meaning: each digital interaction generates data that allows for the personalization of future communications, the creation of tailored loyalty programs, and the identification of upgrade or cross-sell opportunities with much greater precision.

The trend for the coming years is the consolidation of this model. The combination of augmented reality, generative AI, and guided selling platforms should enable immersive experiences where the consumer can visualize projects, test configurations, and receive intelligent recommendations autonomously.

In summary, migrating complex sales to digital is not just a matter of convenience, but a necessity to serve more informed and demanding consumers, while companies gain efficiency and predictability. Brands that understand that trust is also built with data, and not just with a handshake, will be at the forefront of the new digital retail.

*Rodrigo Brandão is Marketing Manager at Smart Space, Brazil's first house store