‘Datas duplas’ no comércio eletrônico viram nova corrida por vendas em grandes marketplaces

The Brazilian retail calendar is no longer the same. Driven by e-commerce giants like Shopee, Amazon, and Mercado Livre, ‘double dates’ or spike days are reshaping how consumers shop and, more importantly, how we, market leaders, need to prepare to sell.

The race for new sales fronts in Brazilian e-commerce is reconfiguring the retail calendar, and the strategy behind it has a name: “double dates.” Born in China through an initiative by Alibaba, which turned 11/11 (Singles' Day) into a global sales event, these dates have become a phenomenon in Brazil.

The power of this movement is undeniable: in the last edition, 11/11 globally moved $203.6 billion in a single day, a value four times higher than the annual revenue of Brazilian e-commerce. This new dynamic requires a new strategic posture, where every month has the potential to generate demand spikes.

But here, we already have impressive results as well. On 07/07, a double date marking Shopee's anniversary, our Magis5 system processed half a million orders. This volume surpassed the total number of orders from all marketplaces during the last Black Friday. During peak hours, our platform exceeded the mark of 40,000 orders per hour, demonstrating the necessary robustness to support demand spikes.

All this movement is due to demand for Shopee, but also for other marketplaces. Aware of Shopee's offensive, networks like Mercado Livre and Amazon have also deployed bold discounts and promotions.

O Mercado Livre baixou, em julho, o valor mínimo para compras com frete grátis, de R$ 79 para R$ 19. Você deve ter visto na televisão, na internet e em outras mídias a campanha publicitária da empresa, estrelada por Neymar e Ronaldo Fenômeno.

In turn, Amazon has instituted Amazon Day – usually around the 15th of each month. It is not, therefore, necessarily a double date, but the special deals day is defined as a reaction to Shopee's double date strategy itself.

Given this new reality, it is crucial to alert e-commerce managers and major sellers. This entrepreneurial force, composed of Brazilians who find in e-commerce a significant source of income, needs preparation to take advantage of the growing race among marketplaces. Professionalization is no longer an option but a requirement to meet demand and maintain competitiveness.

I draw attention to the need for sellers to be prepared to take advantage of this marketplace race. It is necessary to invest increasingly in professionalization to meet what the marketplaces demand and what the consumer requires. Integrated management, meticulous inventory control, and meeting deadlines are no longer differentiators but basic requirements for those seeking competitiveness and scale. In short, an integrated management that can withstand the impact of these demand waves.

It is no longer about waiting and focusing on Black Friday. Every month now has its potential.

By Cláudio Dias, CEO of Magis5, a marketplace automation and integration hub