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Expansion beyond e-commerce: how to differentiate strategies for retailers?

Clovis Souza
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Expansion beyond e-commerce: how to differentiate strategies for retailers?

With a lot of determination and planning, it is possible to increase profit even in times of crisis. Despite the political and economic scenario in Brazil, combined with the post-pandemic, the Brazilian entrepreneur is resilient. According to the Map of Companies Bulletin, in 2022, the country hit record of opening companies, with microenterprises and MEIs. In the first four months of the year, 1.3 million new companies were born.

For those who work in e-commerce, sales showed a drop this year, after the boom research from the Brazilian Association of Electronic Commerce (ABComm) indicates that there was growth of 5% in the first half of 2022, when more than 6% was expected for online sales.

In this scenario, those who work in the segment need to invest in strategies that aim at expansion beyond the sale over the internet. In search of a broader audience, which aims to solve the demands on various platforms. It is important to expand the possibilities, joining e-commerce to the option of physical stores, kiosks in shopping malls and marketplaces.

Units that sell in person bring the possibility of evaluating the product, checking the material and having contact with the item before making the investment. The stimulation of various senses, such as touch, smell, hearing, vision and even taste can make a difference in the shopping experience. Personal contact is more welcoming and increases the reliability of a business. Talking with the seller is a factor that impacts the purchase journey of a customer, so physical stores have this advantage.

When the store is on the street, it is possible to offer a more personalized experience, focusing on the product and the customer. But the kiosks in shopping malls and shopping centers also have the same benefits and earn points on the side of practicality, since the consumer can solve other issues in the same environment.

The marketplace, in turn, is a business model that revolutionized online retail, connecting different retailers to customers. According to a survey by Ebit Nielsen, these collaborative environments already have 78% of participation in e-commerce in Brazil. In addition, this mode of sales is one of the favorites of consumers.

According to the survey of the French company Mirakl, 86% of Brazilians identify the marketplaces as the most satisfactory way to make purchases online. Another opportunity for the entrepreneur to gain strength and go beyond traditional e-commerce IO joining the most diverse possibilities to your business.

Tramontina launches B2B e-commerce to expand reach and facilitate business purchases

E-Commerce Update
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Tramontina launches B2B e-commerce to expand reach and facilitate business purchases

Tramontina, a renowned Brazilian company of utensils and tools, announced the launch of its e-commerce platform exclusive for B2B (business-to-business) sales and for use and consumption. This initiative marks an important digital expansion of the brand, complementing the traditional service by representatives and offering a new way of interaction with business customers.

The new online channel, available at empresas.tramontina.com.br, allows customers to access the company's vast portfolio, which includes more than 22 thousand items.The range of products covers from household appliances and tools to furniture, also serving the hospitality and food service segments, including restaurants, bars, coffee shops and hotels, as well as retailers, wholesalers and resellers.

Among the main benefits of the platform are:

  1. Agile and personalized shopping
  2. Complete order management, including those made online and by representatives
  3. Specialized support tailored to the specific needs of each client
  4. Free shipping for orders that meet the minimum purchase amount

This initiative by Tramontina represents a significant step in the digitalization of its sales processes, aiming at a closer relationship with the brand and facilitating the business management of its business customers.The company expects this new B2B sales channel to enhance its reach in the market and offer a more efficient and convenient shopping experience for its corporate customers.

Anatel releases list of e-commerce sites with illegal mobile ads; amazon and Mercado Livre lead ranking

E-Commerce Update
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Anatel releases list of e-commerce sites with illegal mobile ads; amazon and Mercado Livre lead ranking

The National Telecommunications Agency (Anatel) revealed last Friday (21) the results of a surveillance carried out on e-commerce sites, focusing on mobile ads without official certification or that entered the country illegally.

According to the report, Amazon and Mercado Livre presented the worst statistics. On Amazon, 51,52% of mobile phone ads were from non-approved products, while in Mercado Livre this number reached 42,86%. Both companies were classified as “non-compliant and should exclude irregular ads, under penalty of fine and possible removal of the websites from the air.

Other companies, such as Lojas Americanas (22,86%) and Grupo Casas Bahia (7,79%), were considered “partially compliant” and will also need to make adjustments. On the other hand, Magazine Luiza did not submit any illegal ad registrations, being classified as “ and Carrefour, although without any percentages disclosed, were listed as “conforms” commitments to Anatel.

Anatel President Carlos Baigorri pointed out that negotiations with e-commerce companies have been taking place for about four years.He specifically criticized Amazon and Mercado Livre for not having engaged in the collaborative process.

The inspection took place between June 1 and 7, using a scanning tool with 95% precision.Anatel reported that, after focusing on mobile phones, the agency will investigate other products illegally marketed without approval.

The precautionary measure published today aims to give another opportunity for companies to adapt to the standards, starting with mobile phones.Anatel pointed out that other companies, in addition to the seven largest retailers mentioned, are also subject to the same requirements.

Magazine Luiza and AliExpress announce new partnership in e-commerce

E-Commerce Update
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Magazine Luiza and AliExpress announce new partnership in e-commerce

Magazine Luiza and AliExpress have entered into a landmark agreement that will allow cross-selling of products on their respective e-commerce platforms.This partnership marks the first time the Chinese marketplace will make its products available for sale by a foreign company, in an unprecedented cross-border strategy.

The collaboration aims to diversify the catalog of both companies, taking advantage of the strengths of each. While AliExpress is known for its variety in beauty items and technological accessories, Magazine Luiza has a strong presence in the market of home appliances and electronics.

With this initiative, the two platforms, which together total more than 700 million monthly visits and 60 million active customers, expect to significantly increase their sales conversion rates. The companies ensure that there will be no changes in tax policies for consumers and that the guidelines of the Conformity Shipping program will be maintained, including the exemption of fees for purchases below US$ 50.

The announcement of the partnership was well received by the financial market, resulting in a valuation of more than 10% in Magazine Luiza shares, which had been facing a fall of almost 50% in the year.

This collaboration represents an important milestone in the Brazilian and international e-commerce scenario, promising to expand the purchase options for consumers and strengthen the position of both companies in the market.

Deliveries and prices: how to build customer loyalty in e-commerce?

Clovis Souza
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0
Deliveries and prices: how to build customer loyalty in e-commerce?

Philip Kotler, in his book “” Marketing Administration, states that winning a new customer costs five to seven times more than maintaining the current ones. After all, for the recurring customer it is not necessary to devote effort in marketing to present the brand and gain confidence. This consumer already knows the company, the service and the products.

In the online environment, this task is more strategic due to the lack of experience face to faceloyalty to customers in e-commerce requires some specific actions to satisfy the consumer, strengthen the relationship and make him buy more often.

The finding may seem obvious, but it is only possible to retain buyers who were satisfied with the experience they had. If they are dissatisfied because of an error in the payment process or in the time-consuming delivery, for example, they may not return and still speak ill of the brand.

On the other hand, loyalty is also advantageous for the consumer. When discovering a reliable e-commerce, with quality products and fair price, good service and on-time deliveries, he does not wear out and starts to see that store as a reference. This generates trust and credibility that the company serves him in the best way.

In this scenario, two elements are fundamental to ensure the loyalty process: deliveries and prices. It is interesting to know some essential strategies to strengthen these operations, especially in the virtual environment:

1) Investment in last-mile 

The last phase of delivery to the consumer is one of the keys to ensure a good experience. In a company with national capillarity, for example, it is essential to close partnerships with local organizations, which can handle deliveries in a more personalized way. In addition, a tip is to promote exchanges and training with regional deliverymen so that the order arrives in perfect condition and with the face of the brand. Finally, this strategy still cheapens costs and reduces consumer freight, bringing a solution to one of the main pains of the online sales market today.

2) Packaging

The time to pack the product is important. Treating each delivery as unique, taking into account the packaging needs and peculiarities of each item is essential to ensure good handling.In addition, customizing deliveries with personalized touches makes the difference, such as handwritten cards, perfume sprayed and sending gifts.

3) Omnichannel

Having data tools and a thorough and careful analysis is fundamental in an enterprise to bring this experience to the consumer. The benefits are numerous. First, there is more assertive communication and smarter strategies when we implement the omnichannel, since the user has a unified experience online and offline. The service becomes even more personalized and accurate.

4) Marketplace

The entry into a wider environment of offers allows varied shopping options. Thus, it is possible to meet the most diverse needs of the public, bringing alternatives to all tastes and styles. Today, the tool has become essential for e-commerce. It is necessary to offer diversified options, with assertive solutions to the demands of the public, as well as focus on different offers with low price options.

5) Inclusion

Finally, thinking about inclusive platforms enables democratic service and reaches an even larger audience. Offering purchases by phone or WhatsApp, as well as serving people in a personalized way by SAC are alternatives widely used today.

Marketplaces in Brazil record 1.12 billion hits in May, according to report

E-Commerce Update
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Marketplaces in Brazil record 1.12 billion hits in May, according to report

O mês de maio registrou o segundo maior número de acessos em marketplaces no Brasil neste ano, de acordo com o Relatório Setores do E-commerce no Brasil, produzido pela Conversion. Ao longo do mês, os brasileiros acessaram 1,12 bilhão de vezes sites como Mercado Livre, Shopee e Amazon, ficando atrás apenas do mês de janeiro, quando houve 1,17 bilhão de acessos, impulsionado pelo Dia das Mães.

Mercado Livre lidera com 363 milhões de acessos, seguido por Shopee e Amazon Brasil

O Mercado Livre manteve a liderança entre os marketplaces mais acessados, registrando 363 milhões de acessos em maio, um aumento de 6,6% em relação a abril. A Shopee ficou em segundo lugar, com 201 milhões de visitas, apresentando um crescimento de 10,8% em comparação ao mês anterior. Pela primeira vez, a Shopee ultrapassou a Amazon Brasil em quantidade de acessos, que ficou em terceiro lugar com 195 milhões de acessos, um aumento de 3,4% em relação a abril.

Faturamento do e-commerce mantém tendência de crescimento em maio

Além dos dados de acesso, o relatório também apresenta informações sobre o faturamento do e-commerce, obtidos pela Conversion a partir dos dados da Venda Válida. Em maio, o faturamento seguiu uma tendência de crescimento, assim como o número de acessos, registrando uma alta de 7,2% e mantendo a tendência iniciada em março, impulsionada pelo Dia da Mulher.

Perspectivas positivas para junho e julho, com Dia dos Namorados e férias de inverno

A expectativa é que essa tendência de crescimento continue em junho, com o Dia dos Namorados, e possivelmente se estenda até julho, com as vendas para as férias de inverno em boa parte do país. Os marketplaces brasileiros demonstram um desempenho sólido e consistente, refletindo a crescente adoção do comércio eletrônico pelos consumidores.

Betminds releases first season of “Digital Commerce & the” Podcast

E-Commerce Update
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Betminds releases first season of “Digital Commerce & the” Podcast

A Betminds, agência de marketing e aceleradora de negócios digitais com foco em e-commerce, anunciou o lançamento da primeira temporada do “Digital Commerce – o Podcast”. O novo projeto reunirá profissionais das principais marcas de Curitiba para discutir, de forma descontraída, temas relevantes do mundo do e-commerce, como marketing de performance, gestão, logística, indústria e varejo, além das principais tendências do setor.

Objetivo é fomentar relações e compartilhar insights

Tk Santos, CMO da Betminds e anfitriã do podcast, destacou que o principal objetivo do projeto é “fomentar as relações de quem trabalha com e-commerce em Curitiba, mostrando os grandes cases da cidade”. Além disso, o podcast busca “trazer insights e tendências para os gestores deixarem suas operações mais eficientes”.

Rafael Dittrich, CEO da Betminds e também anfitrião do podcast, complementou: “No dia a dia do e-commerce acabamos ficando somente na operação e a ideia do podcast é trazer esse olhar do que os gestores estão fazendo na rotina e que poderia ser uma solução para outros negócios”.

Primeiro episódio discute estratégia híbrida de e-commerce e marketplace

O episódio de estreia do “Digital Commerce – o Podcast” contou com a participação especial de Ricardo de Antônio, Coordenador de Marketing e Performance do MadeiraMadeira, e Maurício Grabowski, Gerente de E-commerce do Balaroti. O tema abordado foi “Aposta híbrida de e-commerce e marketplace”, onde os convidados discutiram os principais desafios de operar um marketplace próprio em conjunto com uma loja virtual tradicional, bem como o momento ideal para realizar essa transição no modelo de negócio.

Próximos episódios contarão com participação de especialistas do setor

Para os próximos episódios, já estão confirmadas as participações de Luciano Xavier de Miranda, Diretor de Logística de E-commerce do Grupo Boticário, Evander Cássio, Gerente Geral de Logística do Balaroti, Rafael Hortz, Gerente de E-commerce da Vitao Alimento, e Liza Rivatto Schefer, Head de Marketing e Inovação da Vapza Alimentos Embalados a Vácuo.

Os interessados podem conferir o primeiro episódio do “Digital Commerce – o Podcast” no Spotify e no YouTube.

Online stores should invest in ERP, says expert

E-Commerce Update
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Online stores should invest in ERP, says expert

De acordo com uma análise da Associação Brasileira de Comércio Eletrônico (ABComm), o e-commerce brasileiro deve atingir uma receita de R$ 91,5 bilhões na segunda metade de 2023. O balanço também aponta que as vendas do setor devem aumentar 95% até 2025. A nível global, o relatório Global Payments Report, divulgado pela Worldpay from FIS, projeta um crescimento de 55,3% nos próximos três anos para o segmento.

Mateus Toledo, CEO da MT Soluções, empresa que oferece soluções para e-commerce, acredita que a crescente adesão dos brasileiros às compras on-line impulsionará os negócios do setor. Neste sentido, segundo Toledo, um ERP (Enterprise Resource Planning, na sigla em inglês – Sistema de Gestão Integrado, em português) é um dos elementos que podem auxiliar em práticas de e-commerce.

“Um bom ERP pode auxiliar em toda gestão de um negócio, organizando informações e dados que são essenciais dentro da rotina de trabalho de um gestor”, afirma Toledo. “O ERP auxilia no controle de estoque da loja, controle financeiro, emissão de notas fiscais e boletos, cadastro de clientes e produtos, entre outros”, completa.

Ferramentas e estratégias de ERP em constante evolução

Segundo o CEO da MT Soluções, as ferramentas e estratégias de ERP têm evoluído nos últimos anos, buscando incluir todo o controle da empresa em um único sistema de gestão integrado. “Entre os próximos passos para o aprimoramento, as plataformas de ERP têm buscado melhorar as suas tecnologias e ouvir ‘quem realmente importa’, que são os lojistas”, diz Toledo.

“A prova disso é que as organizações trouxeram a equipe de produtos de suas empresas para os três maiores eventos de e-commerce que ocorreram no Brasil este ano. Nota-se a abertura e respeito aos empresários brasileiros para que, em um breve período, novidades e melhoras apareçam nessas plataformas”, conclui o especialista.

Cart abandonment is harmful and should be reversed, says expert

E-Commerce Update
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Cart abandonment is harmful and should be reversed, says expert

A survey conducted by Opinion Box, titled "Cart Abandonment 2022," with over 2000 consumers, revealed that 78% of respondents are in the habit of giving up on a purchase at the final stage, with shipping costs being the major motivator for this practice known as cart abandonment.

Ricardo Nazar, a Growth specialist, points out that cart abandonment is a very damaging practice for business owners. "It's crucial to pay attention to this type of behavior so that well-defined strategies can be developed. After all, the customer went through all the purchase steps and didn't complete it. What could have caused that?" Nazar explains.

The survey also pointed out other reasons that lead to shopping cart abandonment, such as cheaper products on other websites (38%), discount coupons that don't work (35%), charges for unexpected services or fees (32%), and very long delivery times (29%).

Nazar suggests that a good technique for trying to bring the customer back is direct contact. "Whether by email, WhatsApp, or SMS, offering a discount or advantage greatly increases the probability of a prospect completing the purchase," says the expert. This strategy is corroborated by the survey numbers, which show that 33% of respondents consider the chance of completing an abandoned purchase "very likely" when presented with an offer made by the store.

The survey also investigated the factors contributing to the decision to purchase from an e-commerce site. Consumers' biggest fear is falling victim to some kind of scam, with 56% of respondents prioritizing website trustworthiness. Other important aspects include lower prices (52%), promotions and offers (51%), previous shopping experience (21%), ease of navigation (21%), and variety of payment methods (21%).

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