With the largest global growth of e-commerce in 2024, and a 16% increase in online sales, e-commerce in Brazil is at the center of a digital revolution that keeps growing, it is what shows the2024 Latin America Digital Transformation Report. Today, e-commerce in Brazil represents 11% of total retail sales, showing the strong digitalization of consumption in the country, but there is still a lot of opportunity for growth
Thinking about it, the retail market has invested heavily in hyper-personalization of online shopping and, with the evolution of artificial intelligence (AI), the opportunities are endless. While navigating, consumers not only find what they are looking for more easily, but also receive highly personalized recommendations, that make the buying journey more intuitive and efficient. In retail, this technology is already a reality: arecent research from Nvidiapoints out that nine out of ten companies in the sector are using or are implementing AI in their operations
In the Fujioka Group, artificial intelligence has been a key element in transforming the consumer's relationship with the platform. The manager of Fujioka's B2B e-commerce, Frederico Godoy, the site analyzes customer navigation in real time to strategically suggest products. Our AI model observes user behavior, from what he seeks to the interaction with different categories, and adjusts the recommendations according to this information, highlights
Personalization happens dynamically. If a customer visits the laptop section, for example, he can receive suggestions for similar models. If you add a product to the cart, the AI understands the context and offers complementary accessories, like a mouse, keyboard and backpacks, increasing the assertiveness of the recommendation. This level of personalization allows the consumer to find what they want more quickly, reducing search time and making the experience smoother
In addition to product recommendations, AI also assists in pricing and analyzing consumption trends. "Technology not only suggests similar items, but also cross-references purchase behavior data from different users to identify market patterns and emerging trends, explain Frederico. This allows the Fujioka Group to adjust its business strategy more precisely, optimizing inventory and offering targeted promotions to the right audience
The results of this strategy are already noticeable. According to Frederico, the impact of artificial intelligence can be measured in different ways, but the most visible is the increase in browsing time and sales conversion. We noticed that customers stay longer on the site, explore more pages and, mainly, they add more products to the cart. The conversion rate increased, and the average ticket of purchases also grew, affirms
E-commerce of the future
For Frederico, AI will continue to evolve, making consumer interaction with platforms even more intuitive. "The trend is that navigation will no longer be done only by clicks and will transform into a chat with artificial intelligence". The research and purchase will be made through an interactive conversation, where AI understands and responds to customer needs in real time, foresees
Another major bet for the future is the integration of AI with Augmented Reality (AR) and Virtual Reality (VR). According to Frederico, this innovation will allow consumers to interact with products before purchase. "With 3D models generated by AI", it will be possible to visualize an item in the real environment or experience it virtually, increasing confidence in the purchasing decision, explain
Artificial intelligence is no longer a distant trend – she is redefining the way we shop and interact with brands. At Fujioka and in several other retail companies, technology is consolidating as a strategic pillar to provide a more agile experience, personalized and efficient, connecting consumers and products in an increasingly intelligent way
