Izinkampani ezidayisayo eziku-inthanethi ezincane nezimaphakathi zithole imali engenayo engu-R$814 million phakathi no-Black November 2025, isikhathi sezaphulelo ezinwetshiwe kuyo yonke inyanga kaNovemba okuhlanganisa uLwesihlanu Olumnyama (Novemba 28). Lokhu kusebenza kumelela ukukhula okungama-35% uma kuqhathaniswa no-2024, ngokusho kwedatha evela eNuvemshop, inkundla ehamba phambili ye-e-commerce eBrazil naseLatin America, futhi igqamisa ukuvuthwa kwemodeli ye-D2C (Direct-to-Consumer), lapho amabhrendi ethengisa ngqo kubathengi ngeziteshi zabo, njengezitolo eziku-inthanethi, ngaphandle kokuthembela kubalamuleli kuphela.
Ukwehlukaniswa kwezigaba kukhombisa ukuthi Imfashini ibe yingxenye enenzuzo enkulu kakhulu, yafinyelela ku-R$370 million, ukukhula ngo-35% uma kuqhathaniswa no-2024. Lokhu kwalandelwa iHealth & Beauty, nge-R$ 99 million kanye nokwenyuka ngo-35%; Izesekeli, ezikhiqize amaRandi ayizigidi ezingama-R56 futhi zakhula ngama-40%; I-Home & Garden, nge-R$ 56 million kanye nokwenyuka ngo-18%; kanye nobucwebe, ngamaRandi ayizigidi ezingama-R43 kanye nokwenyuka ngo-49%.
Izintengo zamathikithi ezimaphakathi kakhulu zirekhodwe esigabeni Sezisetshenziswa Nemishini, ngama-R$930; Ukuhamba, ngama-R$ 592; kanye ne-Electronics, ngama-R431.
Lapho ibhidlizwa umbuso, iSão Paulo yahola ukuthengisa ngamaRandi ayizigidi ezingu-374, ilandelwa iMinas Gerais, eyafinyelela ku-R$80 wezigidi; iRio de Janeiro, nezigidi ezingama-R73; I-Santa Catarina, enezigidi ezingu-R58; kanye neCeará, ngamarandi ayizigidi ezingama-R43.
Kuyo yonke inyanga, kudayiswe imikhiqizo eyizigidi eziyi-11.6, umthamo ongaphezulu ngo-21% kunalowo orekhodiwe onyakeni odlule. Phakathi kwezinto ezithengiswa kakhulu yimfashini, ezempilo nobuhle, kanye nezinsiza. Isilinganiso senani lethikithi lalingu-R$ 271, 6% ngaphezulu kunango-2024. Imithombo yezokuxhumana iqhubekile nokuba ngelinye labashayeli bokuguqulwa abafaneleka kakhulu, ibalelwa ku-13% wama-oda, okuthi ama-84% awo avela ku-Instagram, okubonisa ukuqiniswa kwezentengiselwano zomphakathi ezweni kanye nokunwetshwa kweziteshi eziqondile ezijwayelekile ze-D2C, ukutholwa okuxhumanisa i-ecosystem, nokuqukethwe komkhiqizo.'
"Inyanga isiziqinise njengenye yamawindi amakhulu okuhweba okudayisa ngedijithali, esebenza "njengenyanga yegolide" kuma-SMEs. Ukusatshalaliswa kwesidingo phakathi noNovemba akunciphisi nje kuphela izingqinamba kodwa futhi kwandisa ukubikezela kokuthengisa futhi kuvumela osomabhizinisi ukuthi bahlele imikhankaso enolaka ngokuhlukahluka okukhulu kwezinzuzo. Kumisebenzi ye-D2C, lokhu kubikezela kuhumushela ekuphathweni okungcono kwe-margin okusekelwe kanye nokwesekwa okwengeziwe kwedatha - ukuhoxiswa kwedatha okuthuthukisiwe. ithathwe eziteshini eziqondile,” kuchaza u-Alejandro Vázquez, umongameli kanye nomsunguli weNuvemshop.
Umbiko Wokuthrendayo: Ukuziphatha Kwabathengi Kuyo yonke i-Brazil
Ngaphezu kwemiphumela yokuthengisa, i-Nuvemshop ilungiselele umbiko mayelana nezitayela zikazwelonke ze-Black Friday 2026, etholakala lapha . Ucwaningo lubonisa ukuthi izinzuzo zezohwebo zihlala zibalulekile phakathi no-Black November kulo lonke elase-Brazil: u-79% wabathengisi abanemali engenayo yanyanga zonke engaphezu kuka-R$20,000 abasebenzisa amakhuphoni esaphulelo, kuyilapho u-64% enikeza ukuthunyelwa kwamahhala, izenzo ezithuthukisa ikakhulukazi ukuguqulwa ekuqaleni kwenyanga, lapho abathengi besaqhathanisa okunikezwayo. Ukuthengiswa kwe-flash (46%) nezinsiza zomkhiqizo (39%) nakho kuzuze ukuvelela phakathi kosomabhizinisi abakhulu, okwandisa inani le-oda elimaphakathi nokuthenga okuphindayo.
NgokukaVázquez, ngo-2025, abathengi bazokwazi okwengeziwe futhi babe nokulindelwe okucacile mayelana nezaphulelo ezinwetshiwe. "Imodeli ye-D2C ifakazela ukuthi inenzuzo nakakhulu kulesi simo, ivumela imikhiqizo ukuthi ilawule amanani, i-inventory, nokuxhumana, inikeze amadili aqondene nawe, futhi iguqule ngendlela enokubikezelwa okukhulu. Ukwelula imikhankaso kwehlisa ingcindezi ye-Black Friday futhi kusiza ukwakha isisekelo samakhasimende esiqinile, okugxile ekugcineni nokwethembeka kuka-2026," usho kanje.
Lo mbiko ubuye uqinise amandla ezentengiselwano zomphakathi: phakathi kwabathengi abasebenzisane nemikhiqizo yabathengisi be-Nuvemshop, ama-81.4% athenge ngomakhalekhukhwini, kanti i-Instagram iyisango elikhulu, elihlanganisa ama-84.6% okuthengiswa komphakathi. Ngaphezu kwalokho, i-Pix namakhadi esikweletu ahlala eyindlela yokukhokha esetshenziswa kakhulu, emele u-48% no-47% wemisebenzi, ngokulandelana. Le datha iphinda ikhombise izinguquko ezibalulekile ekuziphatheni kwabathengi.
Phakathi no-Black November, i-Nuvem Envio, isixazululo semikhumbi ye-Nuvemshop, yazisungula njengendlela eyinhloko yokulethwa kwabathengisi, iphatha u-35.4% wama-oda futhi iqinisekisa ukuthi u-82% wama-oda asekhaya afinyelela kubathengi phakathi nezinsuku zebhizinisi ezi-3.
Ukuhlaziywa kubheka ukuthengiswa okwenziwa izitolo zase-Brazilian Nuvemshop kuyo yonke inyanga kaNovemba ngo-2024 nango-2025.
