The Brazilian Electronic Commerce Association (ABComm) estimates that the number of online shoppers in Brazil should exceed 100 million by 2026. In addition, Brazilian e-commerce is expected to generate revenues of R$277 billion in 2028. These projections show an upward trajectory for the increase in the average ticket, which is the average value of sales in a period.
With the favorable dynamics in e-commerce, entrepreneurs should pay attention to the main trends in global retail. “This is one of the historical moments in which we have the greatest chance of anticipating the future, observing trends that emerge in other countries and end up influencing Brazil. Brazilian consumers are highly engaged in new technologies and innovative practices, especially in the digital environment”, highlights Marlon Freitas, founder and CMO of Agilize Contabilidade Online, a pioneer in the sector in Brazil.
Freitas also emphasizes that customer loyalty is essential for the evolution of e-commerce. “We live in a volatile world, where trends come and go quickly. In this context, many retailers are investing in building a long-term relationship with their customers, offering a human and personalized experience through technology. Using creativity, it is possible to adapt service to the needs of each consumer, creating a closer and more meaningful connection”, explains the entrepreneur.
The digital environment offers consumers numerous benefits, such as the convenience of shopping without leaving home, a wide range of products and the ability to compare prices quickly and effectively. E-commerce platforms are increasingly integrated with different payment solutions, such as digital wallets and easy installments, which makes the purchasing process more accessible for different customers.
Another important aspect in the Brazilian scenario is the use of WhatsApp as a sales channel. “In many stores, WhatsApp is already overtaking traditional methods as the main means of interaction and closing sales. All the technological equipment is already available; it is up to the entrepreneur to use it creatively and effectively to achieve the desired results”, adds Freitas.
How to deal with seasonality
Several e-commerce sectors face variations in demand throughout the year, especially during seasonal periods, such as holidays. Therefore, seasonality directly impacts the revenue of many companies and must be considered in planning strategies. “Retailers need to expand their knowledge, use the right tools and choose good partners who help them grow sustainably. Dealing well with these natural market movements is essential,” he emphasizes.
For Agilize’s CMO, preparing for these changes involves adequate planning, robust cash flow, and identifying opportunities that arise during these periods. “Projections of opportunities or threats must be made broadly, regardless of the situation of each business. Proper preparation avoids frustration and ensures that the entrepreneur can make the most of periods of high demand,” concludes the executive.
