Apesar de passar despercebida pelo consumidor final, a logística é a engrenagem invisível que conecta indústrias, comércios e clientes, garantindo que produtos estejam disponíveis para quem compra, seja em grandes cidades ou regiões mais remotas. No Brasil, os custos logísticos em 2023 representaram 18,4% do Produto Interno Bruto (PIB), segundo dados do Instituto de Logística e Supply Chain (ILOS) — o equivalente a quase um quinto de toda a economia do país.

É nesse cenário que atua a JSL, empresa com o maior e mais completo portfólio de serviços logísticos do país. A companhia garante que tudo chegue ao consumidor final, oferecendo soluções integradas que vão da gestão de armazéns e operações portuárias até entregas urbanas. Diariamente, a JSL transporta em média 6.821 cargas, operando com uma frota de mais de 26 mil veículos que abastecem diferentes regiões do país. Em 2025, a companhia já percorreu mais de 170 milhões de quilômetros — o equivalente a mais de 4 mil voltas ao redor da Terra — transportando cargas de diversos setores, como alimentos e bebidas (24%), agronegócio (17%), automotivo (14%), bens de consumo (11%), químico (8%), siderurgia e mineração (7%), varejo/e-commerce (6%) e outros (13%). Apenas em commodities, a projeção para este ano é de movimentar mais de 105 milhões de toneladas.

“O cliente é a ponta mais visível da cadeia, mas existe um sistema inteiro que precisa funcionar para que o produto chegue a ele. Nosso papel é fazer essa engrenagem girar todos os dias, em diferentes setores e regiões, do campo ao e-commerce, do Brasil à África”, afirma Ramon Alcaraz, CEO da JSL.

Para que um produto esteja disponível ao cliente, seja ele pessoa física ou jurídica, existe uma cadeia complexa em ação: coleta na origem, armazenagem, processamento, transporte rodoviário, ferroviário, aéreo ou marítimo, distribuição em centros regionais e, por fim, a entrega. O setor logístico é repleto de desafios e cada etapa exige tecnologia, eficiência e planejamento detalhado para reduzir custos e garantir que o item chegue no prazo certo e em perfeitas condições.

Datas como Dia do Cliente e Black Friday são oportunidades estratégicas para pequenos negócios, mas também representam desafios, já que se destacar em um ambiente digital saturado exige criatividade e estratégia visual. A inteligência artificial surge como aliada para criar imagens nítidas, envolventes e profissionais, mesmo com equipes reduzidas e orçamento limitado. 

O que dizem os números da Photoroom 

Uma pesquisa recente da Photoroom mostra que quase metade dos vendedores considera importante atualizar regularmente as fotos do catálogo. Manter imagens atuais e alinhadas às tendências ajuda a reforçar a relevância dos produtos e a atrair clientes. Para pequenos empreendedores, isso significa revisar o portfólio periodicamente e renovar visuais que estejam desatualizados. 

Outro dado relevante indica que 79% dos profissionais utilizam mais de um tipo de fotografia por produto. Mostrar ângulos diferentes, detalhes e contextos variados ajuda o consumidor a compreender melhor o item e aumenta a confiança na decisão de compra. Nesse sentido, é recomendável que cada produto tenha de três a cinco imagens, como adotado por 58% dos vendedores, explorando variações de perspectiva e situações de uso para criar conexão emocional. 

O fundo da foto também influencia diretamente na percepção do produto. Para 39% dos profissionais, fundos limpos e minimalistas são os mais eficazes para conversão, destacando o item e transmitindo profissionalismo. A luz natural, utilizada por 47% dos entrevistados, valoriza cores e detalhes sem exigir equipamentos sofisticados, sendo um recurso simples e acessível para empreendedores que desejam melhorar a apresentação de seus produtos. 

Como a inteligência artificial amplia resultados 

Em suma, imagens nítidas com brilho, contraste e cores equilibradas facilitam a compreensão do produto e ajudam a capturar a atenção do público. Remover distrações, organizar os elementos da composição e aplicar recursos como sombras realistas, desfoque de fundo e cortes estratégicos ajuda a destacar o que realmente importa. Pequenos ajustes criativos, como adicionar texto ou elementos gráficos, também podem transformar uma foto comum em conteúdo envolvente, reforçando a identidade da marca. 

A inteligência artificial potencializa resultados, permitindo substituir fundos, corrigir cores e criar cenários personalizados em minutos. A empreendedora Débora Campos, de Campinas, mostra como isso pode ser aplicado na prática: ao produzir fotos de bolsas artesanais, ela utiliza fundos claros ou personalizados combinados à iluminação natural, resultando em imagens profissionais que contam histórias visuais e aumentam o engajamento nas redes, sem precisar investir em estúdios caros. 

“Investir na qualidade das imagens não é apenas estético, é estratégico”, afirma Larissa Morimoto, Growth Manager da Photoroom. “A combinação de criatividade, inteligência artificial e atenção aos detalhes transforma a experiência de compra, aproxima o cliente do produto e fortalece o engajamento, especialmente para pequenos empreendedores.” 

O conselho final para quem atua em marketplaces ou redes sociais é planejar o catálogo visual, diversificar os tipos de imagem, aplicar técnicas de composição e explorar os recursos de IA. Cada foto pode se tornar uma oportunidade de venda, fidelizar clientes e reforçar a presença digital da marca. 

Metodologia  

O relatório é baseado em duas fontes de dados: uma pesquisa interna da Photoroom entre os usuários e uma pesquisa externa entre proprietários de pequenas empresas e gerentes do setor. A Photoroom realizou a pesquisa com clientes em um painel de 1.131 usuários nos EUA, no Reino Unido e no Brasil, de 5 de dezembro de 2024 a 13 de janeiro de 2025. A pesquisa externa foi realizada via Centiment em um painel de 1.575 profissionais de 12 de dezembro de 2024 a 31 de dezembro de 2024.  

The Direct-to-Consumer (D2C) model, in which brands sell directly to end consumers without intermediaries, remains one of the most transformative forces in e-commerce. With benefits such as full operational control, building direct relationships with customers, and higher profit margins, D2C has been the focus of brands seeking prominence and independence in the digital market.

According to Bernardo Brandão, CMO of Nuvemshop, direct-to-consumer sales represent a break from traditional distribution models. "By creating their own sales website, brands take full control of their business operations and the purchasing journey, from production to service, gaining access to real customer data and thus building more direct, personalized relationships with greater loyalty potential," comments Brandão. "In the first half of 2025 alone, D2C e-commerce brands generated revenue of over R$1.4 billion, representing year-over-year growth of R$2.6 billion. The potential is immense."

With this in mind, Nuvemshop organized the D2C Summit, the first event dedicated to the Direct-to-Consumer model in Brazil, bringing together experts, entrepreneurs, and major brands to discuss the sector's key trends and strategies. To anticipate the key themes gaining traction in the market, Brandão listed five emerging trends that are shaping the future of direct-to-consumer sales and should be implemented:

Customization as standard: Personalization is no longer a differentiator but a requirement for new generations of consumers. D2C brands have invested in offering customizable products, allowing customers to configure items according to their individual preferences. Whether choosing colors, sizes, or features, this trend is especially present in sectors such as fashion, home decor, and cosmetics. "By creating unique experiences, brands can not only meet consumer expectations but also build stronger emotional bonds. This approach reinforces brand loyalty and differentiates companies in an increasingly competitive market, something that isn't possible in marketplaces," says Nuvemshop's CMO.

Digital communities strengthening brands: More than just selling products, D2C brands are creating digital communities to engage their consumers. These spaces, often organized on social media or their own platforms, allow customers to share experiences, exchange ideas, and even influence the company's strategic decisions. Loyalty programs, exclusive groups, and online forums are examples of initiatives that have transformed consumers into true brand ambassadors.

In addition to strengthening customer relationships, these communities directly impact brands' bottom lines. In the D2C model, companies eliminate intermediaries, such as marketplaces, which increases profit margins and reduces operating costs. This type of engagement also reduces new customer acquisition costs and increases loyalty, creating a cycle of sustainable and profitable growth.

The power of micro influencers: Instead of large influencers, D2C brands are relying on micro-influencers to reach specific niches authentically. With smaller but highly engaged audiences, these content creators have generated significant results in marketing campaigns. "This strategy allows brands to build closer relationships with segmented audiences, increasing trust and conversion. Choosing the right partners and measuring the impact of these collaborations have been key to successfully using micro-influencers," concludes the executive.

These and other trends are part of the D2C Summit content program and will be explored in more depth in panels such as “12 areas that entrepreneurs need to master”, with Joel Jota, entrepreneur, investor and writer; “The Power of Communities: When Belonging Becomes a Result”, with Érico Borgo, founder of Omelete and CCXP; and “The new era of influencer marketing in e-commerce”, with Uana Amorim, co-founder of Saint Germain and partner-ambassador of Nuvemshop.

Created in the 2000s, Customer Day has gradually gained ground in the Brazilian retail activation calendar. Unlike more established promotional periods like Black Friday or Mother's Day, the date, celebrated on September 15th, still lacks a standard campaign pattern, which opens the door to more targeted strategies focused on customer relationships.

For Harmo, a leading technology company in Google Business Profile management in Brazil, the event's potential for activation lies precisely in its flexibility. Without being tied to a specific segment, it offers opportunities for personalized actions and campaigns to enhance the current consumer base. According to Santiago Edo, CEO and co-founder of Harmo, companies that successfully transform customer recognition into concrete digital reputation initiatives come out ahead. "Campaigns that encourage reviews on Google, for example, have a direct impact on visibility and conversion in local searches, especially in physical stores, where traffic increasingly depends on online behavior," he explains.

In this context, Customer Day can be seen as a "bridge" between acquisition initiatives and retention strategies. According to the Local Decision 2025 study, conducted by Harmo in partnership with Reclame Aqui, 961% of consumers read Google reviews before choosing a physical store, a fact that reinforces the role of digital reputation as a decisive factor in the purchasing journey, especially on dates with high potential for local activation. "Today's customers aren't guided solely by price or store displays: they consult, compare, and choose based on the experience of other consumers. Turning feedback into a strategy is one of the most efficient ways to generate ongoing value," says Santiago.

Emotional connection and efficiency: the role of digital design

In e-commerce, design plays an important role in companies' strategies for building the shopping experience. According to research by Red Website Design, 941% of consumers leave pages with poor design, which reinforces the importance of fluid navigation, clean layouts, and well-distributed information. According to Walisson Feijo Santana, head of design at Atomsix, a global design and technology studio, design acts as a link between brand identity and the consumer's emotional state, directly influencing decision-making. On occasions like Customer Day, a responsive, organized, and intuitive website can be decisive in closing a purchase.
 

"Beyond usability, the visual presentation of products also impacts results. Images that contextualize use, simulations, and elements that evoke the emotional world of the day help establish immediate connections," explains Walisson. Therefore, anticipating campaigns, capturing leads, and maintaining consistency between visual identity and brand positioning are actions that transform digital channels into performance showcases, especially during periods of high demand and competition.
 

Data is not yet so popular, but planning can make a difference

For Bernardo Rachadel, Retail Business Unit Director and CTO at Zucchetti Brasil—an Italian multinational specializing in management systems that serves over 120,000 companies in Brazil—one of the key actions to harness the potential of Customer Day is planning. "Improvised campaigns or benefits that can't be delivered end up damaging the brand's image. The date should be conceived as a moment to value the consumer, with consistent and well-structured actions," he advises.

In this scenario, technology plays a central role in supporting retail strategies. CRM tools, marketing automation, and integrated management systems (ERP) allow you to organize data, personalize communications, and accurately measure results. "Even simple resources, like messaging apps, can become powerful allies in strengthening customer relationships, as long as they are used strategically," adds Rachadel.

However, the executive emphasizes that the greatest value lies in loyalty, not just sales. While dates like Mother's Day or Black Friday are usually driven by sales volume, this celebration is essentially about relationships. "Companies that understand this can not only sell more, but also build a more loyal customer base. September 15th is an opportunity to plant seeds of engagement that bear fruit throughout the year," concludes Rachadel.

Customer Day is an opportunity to increase online sales

For small entrepreneurs and independent professionals, Customer Day is an opportunity to boost sales and strengthen ties with their online customer base. According to Ricardo Melo, VP of Growth & Product at HostGator LatAm, investing in proprietary channels, such as sales pages, blogs, or online stores, helps create consistent touchpoints that don't rely solely on social media. In addition to building credibility, these channels allow for personalized campaigns, such as exclusive discounts for repeat customers or the promotion of new products with more engaging storytelling.

With the support of affordable digital solutions, entrepreneurs can transform the date into a milestone for relationships and visibility. Artificial intelligence-based website creation and digital marketing tools, such as those offered by HostGator, allow you to develop themed pages in just a few clicks and launch targeted campaigns. This makes Customer Day a strategic moment to build loyalty and expand your customer base.

Ricardo Melo further emphasizes that relying solely on social media, without having their own channels, is a risk that can compromise the operations of small businesses. "When entrepreneurs rely on third-party platforms, they're subject to algorithm changes, reach restrictions, and even account bans. With their own channels, such as sales pages and professional emails, it's possible to ensure direct and personalized communication. Today, with our digital presence and marketing solutions based on AI agents, entrepreneurs have the autonomy and freedom to own their own online channels," he states.

Focus on customer relationship actions enhances results

For Vinicius Teixeira, Growth Director at Quality Digital, a Brazilian technology company with 36 years of experience, one of the key actions to harness the potential of Customer Day is relationship-focused planning. "Improvised campaigns or empty promotions end up damaging the connection with the consumer. The date should be thought of as a moment of genuine customer appreciation, with consistent and well-structured actions," he advises.
 

In this scenario, technology plays a central role in supporting e-commerce relationship strategies. CRM tools, marketing automation, and digital experience platforms allow you to personalize communications, create unique journeys, and accurately measure engagement. "Features like personalized landing pages and audience segmentation can become powerful allies in strengthening customer relationships, as long as they are used strategically to add real value," adds Teixeira.

However, the executive emphasizes that the greatest value lies in building lasting bonds, not just a one-off increase in sales. While dates like Black Friday are typically driven by transaction volume, Customer Day is essentially about strengthening relationships. "Companies that understand this can sell more and, most importantly, consolidate a more loyal and engaged customer base. September 15th is an opportunity to plant seeds of connection that bear fruit throughout the year," concludes Teixeira.