Spedizione gratuita: perché i brasiliani la amano e quanto pesa davvero nella decisione di acquisto

In the competitive Brazilian e-commerce universe, free shipping has ceased to be merely a promotional advantage and has become a central element in consumer psychology. More than a differentiator, it has become an expectation, capable of defining the success or failure of a sale. But what, in fact, is the weight of this factor in the final customer decision? And how can brands apply it without compromising profitability?

Ifølge Rodrigo Garcia, administrerende direktør for Petina Soluções Digitais, er avsky for leveringskostnader et av de mest studerte fenomenene innen nettvarehandel. "Den brasilianske forbrukeren behandler fraktkostnaden ulikt produktet pris. Når frakten er null, selv om produktverdien er litt høyere, tolker hjernen det som et absolutt gevinst, noe som bidrar til å øke konverteringsraten. Denne såkalte..."The translation of "efeito zero" in Portuguese depends heavily on context. "Zero effect" is a very general translation, but more specific information is needed to give a precise translation. Please provide the sentence or paragraph *where* you encountered "efeito zero". "Creates a feeling of advantage so strong that it often overrides the pursuit of the lowest total price," he explains.

Pesquisas confirmam essa percepção. Um levantamento da Opinion Box em parceria com a Octadesk mostra que 67% dos consumidores brasileiros apontam o frete grátis como um dos principais fatores de decisão de compra. Outro estudo, da CT Trends, indica que 65% dos clientes desistem da compra diante de um frete elevado, enquanto 85% preferem lojas que oferecem entrega gratuita ou mais acessível. Já a Econsultancy aponta que o frete caro responde por até 55% dos abandonos de carrinho.

Data intelligence and sustainability

The implementation of free shipping, according to the executive, should be timely, and not the rule. The strategy should consider segment, average order value, and consumer profile. "In high-repurchase and high-margin categories, like intimate apparel, beauty, and personal care, free shipping is often worthwhile. The cost is diluted by the repeat purchase behaviour," he comments.

In higher-value, lower-frequency segments like electronics, furniture, and appliances, the logic differs. In these cases, offering free shipping above a certain value or during seasonal campaigns makes sense. The key is data intelligence: cross-referencing logistics costs, product margins, and purchasing behavior to create automated and profitable rules. "More aggressive negotiations with marketplaces and logistics operators are also crucial to making the strategy viable," he states.

The emotional value behind "free"

Garcia sottolinea anche il componente simbolico del beneficio. "Non si tratta solo di risparmiare qualche reale. La spedizione gratuita è percepita come un regalo, un gesto di generosità e attenzione del marchio. Questo fattore emotivo genera un legame positivo che va oltre la transazione commerciale", spiega.

Denne oppfatningen, ifølge ham, gjør gratis frakt til en kraftig lojalitetsgenerator. "Forbrukeren føler seg verdsatt og belønnet. Det er en uimotståelig konkurransefordel, men ekstremt reell. Ofte er det nettopp denne emosjonelle faktoren som avgjør det endelige valget."

Garcia emphasizes that the discussion has shifted from whether or not to offer something, to how it should be implemented. "The question today is no longer 'whether we should offer it', but 'how, when, and to whom we should offer it'. The consumer seeks convenience, transparency, and a fair price. Brands that understand this strategic trifecta will undoubtedly be ahead of the curve," he concludes.