In recent years, e-commerce has ceased to be just a convenient alternative for busy consumers and has established itself as one of the main drivers of the global economy. In Brazil, the numbers impress. Only in 2023, e-commerce generated R$ 349 billion, and the projection is that it will reach R$ 557 billion by 2027 (E-Marketer, 2024). But what sustains this vertiginous growth? It is not just the transition from consumption to digital: it is a silent revolution shaped by data, automation and artificial intelligence.
This phenomenon can be observed in two main fronts. З одного боку, there is a transformation in consumer behavior, what, increasingly, opt for the convenience of online shopping. On the other, companies are rethinking how they operate, adopting technologies that not only optimize processes, but also create more personalized and efficient shopping experiences. An example is the expansion of m-commerce, mobile commerce, that is expected to grow 70% in the next four years, 2022), consolidating itself as the fundamental pillar of Brazilian e-commerce.
Behind these changes, data occupies a prominent place. Today, each click, research or abandoned cart reveals valuable information about the consumer. Companies that can capture and interpret this data are better prepared to anticipate demands, anticipate trends and offer products at the right time. A McKinsey study revealed that data-driven businesses are up to 23 times more likely to attract new customers and 19 times more likely to be profitable.
But it's not just data collection that is changing the game, it is what is done with them. Artificial intelligence and automation tools, for example, allow companies to turn this information into concrete actions. Imagine an advertising campaign that adapts in real time based on consumer behavior, orchatbotsthat offer such natural service that the customer doesn't even realize they are talking to a machine. More than trends, these solutions are already a reality for many companies, that report significant increases in efficiency and customer satisfaction.
And what to say about immersive commerce? The combination of augmented and virtual reality is starting to take the consumer inside the stores – even if virtually. With devices like the Apple Vision Pro and similar ones, the shopping experience is becoming more sensory, allowing the customer to "try out" products before buying them. This level of interactivity promises to revolutionize e-commerce in the coming years.
Despite so many advances, there is no room for accommodation. The adoption of technologies, although essential, requires planning. Companies that invest in data and automation are not just optimizing their operations: they are shaping the future of the market. And this future is not optional. According to Deloitte, automation can reduce costs by up to 30%, while a study by Salesforce points to a 12% increase in consumer satisfaction when interacting with automated processes.
At the same time, it is necessary to look at the consumer as a central piece of this transformation. He is not just the recipient of innovations, but also the agent that drives them. Your demands for convenience, efficiency and personalization continue to redefine the limits of what e-commerce can offer.
In the end, the e-commerce of the future is already under construction. Technology has been opening new doors, but it is the way companies use these tools that will determine who will lead this market that is progressing at the speed of light. For retailers and brands, the message is clear: the time to act is now, before the future passes by.
