Father's Day kicks off the calendar of special retail dates in the second half of the year, with expectations of good results among Small and Medium Enterprises (SMEs) operating online stores. Within the LWSA digital solutions ecosystem, which brings together companies with e-commerce solutions, retailers generated nearly R$ 1 billion in sales between July and August 2023.
The total, 6.7% higher than that recorded by the company in 2022, corresponds to the GMV in transactions registered by the Tray and Bagy platforms, which offer solutions for online SMEs, such as website creation, marketplace integration, marketing, and other services for operating an e-commerce or online store.
This performance is higher than the overall sales volume for Father's Day in 2023, which, according to the National Confederation of Commerce of Goods, Services and Tourism (CNC), grew by 2%. For this year, the CNC estimates that sales during this period will grow by 4.7%.
Among the best-selling product categories during this period are auto parts and tools, clothing and footwear, accessories, jewelry, and electronics. According to Thiago Mazeto, director of Tray, a platform that offers e-commerce solutions such as creating online stores, marketing, and integration with marketplaces, Father's Day is an important date because it gauges sales and performance in the sector for the second half of the year.
Furthermore, it's a great opportunity for entrepreneurs to invest in promotions, create gift kits, and other initiatives to boost their sales. "It's a crucial date to gauge the sector's performance for the rest of the year and a golden opportunity for retailers to attract consumers and increase their sales," he states.
Logistics demand increases
Higher sales also impact the growth in demand for logistics services by SMEs. Melhor Envio, a freight integrator that serves e-commerce segments, recorded a 7.6% increase in July and August 2023, when 130 million parcels were shipped through the platform.
“With a diverse range of suppliers, the platform allows entrepreneurs to offer attractive shipping options to customers, and we know this is important because shipping is one of the main factors in a consumer's purchase decision,” explains Vanessa Bianculli, Marketing Manager at Melhor Envio.
Credit cards and Pix are the most commonly used
Credit cards remain the most widely used payment method, as they allow for installment payments, but there is growth in transactions using Pix (Brazil's instant payment system). "Consumers always seek convenience and ease, and when faced with confusing payment methods or those that redirect them to other pages, they may end up abandoning the purchase," explains Monisi Costa, Director of Payments & Banking at Vindi. According to her, offering a wide range of payment options that meet the diverse preferences of customers reduces the abandonment rate, where the product is left in the virtual shopping cart without the purchase being completed.
