In growth since the last decades, the projection for e-commerce in 2025 is R$234, 9 billion, with users of the platforms generating 435 million orders and 94 million online purchases, according to ABCOMM (Brazilian Association of E-Commerce). To understand how to undertake in a market in vertical expansion, Pedro Spinelli, CEO of MAP Education in Marketplaces, spoke at Marketplace Experience, the largest e-commerce event in the state of Rio de Janeiro. With valuable insights on the subject, the entrepreneur has divided his experience in the panel“Pilars, who is focused on the growth. 

1. Analyze the data before making any decision:  Avoid the impulsiveness of good months of sales influencing the management of the business as a whole. Entrepreneurs who make data-driven decisions can sell up to three times as much by examining sales assertively year-over-year.
   
2. Increase revenue by privileging your contribution margin: Give importance to your contribution margin to increase profitability in the overall turnover of your business. Always analyze the number of orders X products sold, deciding strategically which products increase the average ticket of your e-commerce and consequently, the billing. 

1. Be careful with the use of ADS: Examine the need to build paid advertising and the relevance of this for your online store. It is important to pay attention to different metrics at the time of decision making. Always remembering that there is a difference when you work paid traffic in e-commerce itself, and when you work in marketplace, where one builds your brand and another audience is the platform.

1. Always keep your box healthy: To ensure profitability in your business, it is important to look beyond billing, also focusing on the company's operating expenses, always paying attention to your cash flow. Not knowing when and where to increase or decrease the investment can generate a cash that can not afford its own commitments.

The expectation is that the national e-commerce market will grow 15% compared to 2024, positioning Brazil among the largest players in the segment for the next years.

E-commerce has evolved rapidly, driven by changes in consumer behavior, mainly given by the advancement of technologies and new digital solutions.As a consequence, the demand of companies for new channels of negotiation and relationship with the public, such as marketplaces e e-commerce. That is why a Nubimetrics, platform that empowers sellers and big brands with smart data, it becomes essential for companies to excel in this competitive environment Juliana Vital, Global Chief Revenue Officer, startup, and The use of strategic information allows us to understand customer preferences and anticipate trends for more assertive decision making, a decisive factor for the success of” businesses.

According to the Product Intelligence Report organizations that use source intelligence tools are 5.5x more likely to see their revenue grow above 25% per year than those that do not. However, CRO from Nubimetrics points out that implementation alone is not enough 'IT is necessary to choose platforms with the capacity for intelligent analysis and insights, which will support the entire market analysis process with high assertiveness and predictive ability.

“This is a key role for brands, allowing them to extract insights the intelligent interpretation of this information enables more effective adjustments in marketing campaigns, product launches, inventory optimization and user experience improvement, resulting in more informed decisions and greater profitability”, adds the expert.

Walking together with the consumer, who differentiates, for the executive, the big brands also have diverse needs in their segments, even if with the same goals in common: to boost sustainable growth and ensure positive shopping experiences. “ With a vision oriented to the future, Nubimetrics combines advanced technologies (such as artificial intelligence and big data 'to the expertise of industry experts to understand the specific demands of each company.To accelerate the growth of our customers in the marketplaces e e-commerce, e-commerce we develop a package of customized services that are coupled to the platform that has the entire solution, so we adapt to the needs of each segment, and finish the professional.

The expansion of data automation systems, big data and specialized artificial intelligence models puts us, again, in a time of great technological transformations. We see an exponential growth of the AI market (a study by Grand View Research points out an annual growth rate of 37.3% until 2030. From retail to health, these applications have been expanding every year, helping companies and customers to improve their processes and some decision making.

In the financial market is no different. “Investing in automation and AI technologies, we see not only internal benefits, such as simplified and more agile operations, but significant improvements to the customer experience, delivering a real value gain”, says William Conzatti, founding partner of Concredit, fintech specialized in payroll loans and affordable financial solutions.“This technological transformation drives the growth of the company and, dare I say, of the entire market, as it improves competitiveness and the provision of” services, continues.

The expert then lists the main benefits of the technology, based on his experiences at the forefront of fintech.Check out:

1. Faster and more efficient service

With process automation, customers enjoy a more agile service. AI allows operations such as contracting services in record time without the need for human intervention. This means less bureaucracy and more practicality for users, who can solve their demands quickly and safely.

2. Customized solutions

Artificial intelligence is able to analyze large volumes of data in real time, allowing fintechs to understand the specific needs of each customer. With this, companies offer customized solutions, adapted to the profile and expectations of those who seek their services. This customization ensures a unique and high quality experience & which ensures access to solutions that meet not only current needs, but also possible future demands.

3. Cost reduction and more competitive conditions

Automation reduces operating costs, a benefit that can be passed directly on to customers. With more efficient processes, the company can offer more advantageous conditions than competitors, such as reduced rates and flexible deadlines, making its products and services more accessible to the target audience.

4. Fluid communication and anticipation of needs

No generic answers. When answering questions and requests quickly DO with a proper dialogue and based on the previous interactions of the institution, skill acquired through machine learning & IAI enables more efficient communication with consumers. 

Technology anticipates needs, offering solutions before the customer even identifies problems. Thus, it creates a relationship of trust and proximity, reinforcing public satisfaction.

5. Safety and reliability

Automation and AI also ensure greater security in operations. With advanced data analysis systems, it is possible to identify and prevent possible risks, protecting information and the interests of customers. This reliability is essential for those seeking peace of mind when hiring financial services.

In an increasingly competitive scenario, marketplaces have been looking for new forms of monetization beyond traditional commissions. One of the most promising strategies is Retail Media, which turns the platform into a true media channel, allowing sellers to promote their products directly within the digital environment.
 

According to a study by Boston Consulting Group (BCG) in partnership with Google, the global retail media market is expected to move approximately US$ 75 billion by 2026, with an average growth of 22% per year. And although this practice is already consolidated in markets such as the United States, especially with Amazon, which today dominates the segment with robust investments in paid advertising within the platform itself, in Brazil this movement is still gaining traction.
 

“O what we see in the United States is a maturity in the use of internal advertising, especially on Amazon, where investment within the marketplace already exceeds what is done on platforms such as Google”, explains Rodrigo Garcia, executive director of Petina Digital Solutions. “In Brazil, we are still starting this path, highlighting initiatives by Mercado Livre and Shopee, which have been expanding the use of internal ads and affiliate models.”

Rodrigo shares the following 4 key Retail Media strategies for marketplaces that want to accelerate their monetization:

1. Sponsored ads

This is the most direct way to generate revenue.By allowing sellers to pay to highlight their products, whether on the homepage, in search results, or in strategic areas of the site, the visibility of offers increases exponentially.

“It works like a digital billboard.Sellers can stand out among thousands of products, and the marketplace, in turn, generates revenue from the” exhibition, says Rodrigo.

2. Partnerships with brands and companies

In addition to the sellers that already operate on the platform, it is possible to attract major brands to exclusive actions.“These companies see in the marketplace a powerful showcase. Partnerships for banners, special campaigns and exclusive discounts create new sources of revenue and make the user experience richer”, points Rodrigo.

3. Affiliate and influencer programs

Inspired by successful models like Shopee, which allows influencers to promote products directly from the platform in exchange for commission, this strategy has been growing.“It is an efficient way to segment campaigns. You choose the creators most aligned with your audience and share the revenue with them”, explains Rodrigo.

With the arrival of the TikTok Shop, this trend tends to intensify, creating a network of microinfluencers connected directly to the marketplace.

4. Geolocalized advertising

For marketplaces that operate regionally, targeting ads by location is a powerful strategy.“A geolocation allows more relevant campaigns with higher conversion rate. This makes the experience more personalized and increases effectiveness for” sellers, he concludes.