The online shopping segment is one of the most efficient in recent years. For example, in 2024, Brazilian e-commerce generated over R$1,472,040,000,000, representing a 10.51% expansion compared to 2023. These figures come from ABComm, which also indicates that for 2025, the expected revenue will reach R$1,472,224,700,000, with an increase of 10.1%.
With technological advancements, more complex shopping journeys, and increasingly demanding consumers, online selling goes far beyond simply delivering services and products. This is where requirements like data, automation, personalization, and integrated channels come in. Today, these are the essential pillars for anyone who wants not just to survive, but to thrive and stand out in e-commerce.
To help you, dear reader, understand these points a little better, I will explain them.
- Data: Data can be considered the new fuel for online retail. This is why companies investing in analytics gain a better understanding of their customer profiles, can predict demand, optimise stock levels, and create more effective campaigns. It's precisely through data that managers are able to make quicker and more efficient decisions, particularly in an increasingly fast-paced world.
- Automation: Here I want to emphasise that automation doesn't mean "coldness" or detachment. Automation, when implemented well, goes precisely the opposite way. Through it, managers can free up teams to focus on strategy and creativity, while robots handle the operational tasks.
- Hyperpersonalisation: As I mentioned at the start of this text, consumers are becoming increasingly demanding, leading to a high demand for increasingly personalized services, products, and campaigns. Therefore, personalising is more than just a technology issue; it's a strategic choice, as it's through personalisation that brands can build connections and campaigns with their target audience, boosting engagement with their brand/company and, consequently, the number of loyal customers.
- Multichannel You're influenced by a TV campaign, start researching a little more online, checking the brand's reputation across different platforms, chatting with other customers via WhatsApp, and finally, you go to the physical store to buy. This is just one example of how the buying journey is no longer linear. Therefore, it's extremely important to interact with and keep the customer engaged.
Finally, it's a fact that online retail has undergone many transformations, and, believe us, we'll have even more exciting innovations in the years to come. The overall aim is to attract, engage, and turn customers into fans and brand ambassadors. Think about it!
