Fashion E-commerce: 3 Strategies to Compete with International Giants

The Brazilian online fashion market faces a growing challenge with the entry of international giants. According to the CNC, imports of Chinese consumer goods into Brazil, with an average value of US$$ 50, have grown by 575% over the past 20 years, compared to a global average of 155%. In this context, competing solely on price does not guarantee an advantage: Brazilian consumers also value the experience and relationship with brands.

To remain competitive, businesses need to invest in strategies that combine technology, experience, and operational efficiency. Murilo Vieira, partner and operations director of FG Agency, a specialist in e-commerce offering complete solutions through three verticals: Performance, Evolution, and B2C and B2B Project Implementation, shares valuable tips that can make a difference in the battle for market share. Check them out!

Applications as conversion and loyalty engines

In-house apps represent a significant competitive advantage in the fashion industry, where repeat purchasing is common. "We have cases at the agency where apps achieve higher conversion rates than traditional websites," comments Murilo.

A practical example is the launch of the Brooksfield Donna app, developed in partnership with FG. Within a few months, the app already demonstrates a conversion rate at least twice as high as the website. "The customer doesn't even need to search on Google, they just open the app and buy," explains the expert.

Furthermore, the apps allow for a personalized user experience: product recommendations, promotional notifications, and purchase history make the shopping journey quicker and more consumer-centric, strengthening customer loyalty.

2. Multi-platform strategy

An integrated operation between physical stores, e-commerce, and apps ensures the customer can buy through any channel, creating a smooth and consistent experience.

The key is to make each channel feed off the others. Meta Ads campaigns increase brand awareness, boosting organic searches and feeding the CRM; digital influencers generate qualified traffic for all channels; and Google acts as a gateway for customers at different stages of their journey, from discovery to purchase," explains Vieira. "Meta serves to guide the entire journey: the customer is impacted by an ad, clicks on the website, leaves and then is impacted on other channels."

This model has proven its effectiveness in recent agency client results. Brooksfield Donna saw a 64% increase in revenue during the first seven months of 2025 compared to the same period last year. This performance was accompanied by a 42% improvement in conversion rate and a 21% increase in ROAS (Return on Advertising Spend), indicators that reinforce the efficiency of the omnichannel strategy.

3. Intelligent inventory management

Integration between online and physical stock is another key differentiator. In a model where online sales are fulfilled from physical stores, faster delivery, lower shipping costs, and reduced stockouts are possible.

"The physical stores are well-stocked, the shipping costs are competitive, there are no stockouts, and inventory depth is well-managed. Furthermore, deliveries are faster, ensuring a positive customer experience," he/she states.

Bonus Tip: How AI enters the scene

In addition to these three strategies, Artificial Intelligence is transforming how e-commerce businesses operate and interact with consumers. Intelligent chatbots automate support, optimise team time, and enhance the customer experience.

AI is changing how organic traffic reaches brands. What previously came from organic Google searches is now complemented by traffic arriving via AI," analyzes Vieira. He highlights that many brands already appear in results from tools like ChatGPT when users make specific queries about products, creating new opportunities for visibility and sales.