Brazil, January 2025: Global retail is expected to grow 8,4% per year until 2027, according to data from McKinsey, while in Brazil e-commerce is projected to grow by 18% in 2025, led by social commerce. Despite an expected slowdown for 2025, analyses presented during the largest global retail event in New York, the NRF 2025, rekindled optimism in the sector
Experts highlighted how technology, sustainability and innovative experiences are transforming the market. Retail is no longer just about consumption. It is becoming an environment of real experiences and connections,"affirms serial entrepreneur and businessman Guy Peixoto", who has already founded and led more than 11 companies in logistics, retail and energy. And still, companies that balance innovation and environmental responsibility will have a competitive advantage in the near future.”
Peixoto, author of the book 101 Essential Principles of Entrepreneurship – a practical guide that empowers entrepreneurs to expand their operations and diversify their portfolios – changes require entrepreneurs to rethink their strategies: “The retail of the future will be guided by clear purposes and the intelligent use of technology. It's not enough just to sell; it is necessary to enchant, engage and respect the consumer and the planet.”
The integration between the physical and the digital was also highlighted as an essential factor to engage consumers from Generations Z and Alpha. These generations demand personalized experiences, transparency and authenticity. Sustainability, the use of AI for personalization and the creation of hybrid and gamified environments are also key topics to capture your attention
Five Trends for Retail in the Coming Years
1. AI-driven personalization
AI leads the retail revolution by offering personalized experiences and automating processes. Consumers want tailored solutions, and data analysis will be the main driver of this transformation,"comments Peixoto
Meanwhile, the resistance to the use of bots in Latin America is still significant, with only 17% of consumers feeling comfortable with this technology. This highlights the importance of strategies that integrate automation without losing the human touch, such hybrid and personalized services
2. Sustainability as a strategic differentiator
ESG practices and the circular economy are at the top of consumers' priorities. According to Euromonitor, five million products with sustainability labels were registered in 2024, covering 11 sectors and 25 countries
Businesses that ignore sustainability will not survive,alert Peixoto. Furthermore, consumers in general value brands that prove their environmental practices with concrete actions, including high-efficiency products and transparency in ecological impact
3. Accelerated growth of Social Commerce
Social media is consolidating as sales platforms, uniting entertainment and consumption. Data from the Brazilian Electronic Commerce Association (ABComm) indicates that e-commerce in Brazil will grow by 10% in 2025
Real-time interaction and direct engagement with the consumer are redefining the relationship between brands and customers,"highlights Peixoto". For consumers, transparency, fluency and interactivity are fundamental pillars for customer loyalty
4. Automation and autonomous operations
Automation is revolutionizing inventories and physical stores with technologies like robots, self-checkout systems and digital twins. Stores without cashiers, like the Amazon Go model, illustrate how sensors and artificial intelligence can make shopping faster and more efficient
Peixoto observes that "Brazil faces challenges in implementing these technologies in an accessible way, but the gains in productivity and reduction of operational costs are undeniable.Adopting automation in basic processes frees teams to focus on customer experience and strategic planning
5. Physical stores as experience centers
Despite the digital advancement, physical spaces remain crucial in retail, but with a new role: that of offering immersive experiences and strengthening the emotional bond with brands
These stores are becoming interactive environments, where consumers can experience products with augmented reality, participate in events or even relax in integrated spaces, like stores that combine cafes and social areas. Physical stores need to be destinations, not just points of sale,"concludes Peixoto"
Retail is moving towards an increasingly dynamic future, where the integration of technology, purpose and innovation will be essential to meet more conscious and demanding consumers. The dilution of loyalty and the volatility of consumer behavior reinforce the need for agile and authentic strategies
With optimistic perspectives and a focus on transformation, the retail sector is ready to redefine its role in the global landscape, delivering not just products, more experiences that connect and inspire generations
