Automation generates 5% higher average ticket and drives SME sales

Brazilian e-commerce experienced a heated first quarter in 2025. Only among small and medium-sized companies, revenues exceeded R$ 1 billion (according to data from Nuvemshop), with a growth of more than 30% over the same period in 2024 which reflects the digital maturation of online retail and the growing role of technology in the shopping experience.

Among the main drivers of this growth is the marketing automation, which not only boosted the number of orders, but also raised the average ticket of purchases. According to data from edrone, a platform specialized in marketing for e-commerce, the average value of orders placed through automated flows has reached R$ 362.11, 4.90% above the overall average of the sector in the period, which was R$ 345.19.

“Shops that adopt automations can offer more personalized experiences, resulting in larger tickets and greater customer loyalty. Data-driven automation is shaping the future of e-commerce and opening new possibilities for companies that want to grow in an intelligent and scalable way”, says Rafael Bueno, head of sales at edrone Brasil.

In the first quarter of 2025, the Fashion it was the most impacted by automations, with more than 170 thousand orders and billing generated by automations of more than R$ 50 million. 

The most profitable automation features were:

• Message after viewing products: R$ 16.7 million
  
• Message after abandonment of carts: R$ 10.9 million
  
• After-sales message: R$ 5.1 million
  
• Customized product recommendations: R$ 3.3 million

Automations convert more than newsletters

Automations also showed superiority in performance over traditional newsletter campaigns. Automated flows showed a conversion 25 times higher per email sent, with opening rate of 18.89% e 0.79% conversion, while the newsletters registered 14,11% opening e 0.03% conversion.

In practice, this means that every 1 Million emails sent, the automations resulted in 7,898 requests, against only 317 the integration between automations and newsletters has also proved valuable: e-commerce Ramon's Bank, with support from Sanders Agency, implemented an Auto Newsletter that automatically sends the best-selling products of the month, resulting in 135 orders and contributing to a 23% increase in quarterly store billing & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & All with single configuration.

“With automation, we were able to create a routine that keeps the customer always on top of the news & Every month he receives firsthand the best-selling products and the sweethearts of the period.This strengthens the relationship and even generates more interest in shopping, all in a practical, personalized and”, says Marisa Walsick, CRM specialist at Sanders.