Christmas is the most important date for commerce, especially for e-commerce. This year, sales in this segment are expected to reach R$ 23.33 billion, representing a 9.91% increase compared to the R$ 21.23 billion recorded in 2023. This estimate comes from the Brazilian Association of Electronic Commerce (ABComm), which considers the period extending from the beginning of Black Friday until December 24th.
This year, the average purchase price is expected to rise to R$ 639, with an anticipated 36.48 million orders during the period. In 2023, the average purchase price was R$ 611, and the total number of orders was 34.74 million.
In addition to the main categories, such as cell phones, home appliances, electronics, toys, and fashion, the cosmetics segment is among those that have grown the most in search volume in recent months. To further boost revenue, ABComm suggests that retailers utilize paid digital channels, social media, email marketing, and WhatsApp messages, among other strategies for promoting and selling products.
It's important to remember that Christmas, being a time of high sales, also raises concerns about potential fraud. The organization, in collaboration with market experts, emphasizes that consumers should be wary of extremely low prices and always prioritize trustworthy websites.
“We are optimistic that Christmas sales in 2024 will exceed our projections, reflecting the growing engagement of consumers in e-commerce. The segment continues to gain market share, especially on holidays, due to the convenience, savings, and diversity of options it offers. The ease of comparing prices, taking advantage of promotions, and making purchases with just a few clicks has been the decisive factor for the public,” highlights Mauricio Salvador, president of ABComm.
