E-commerce: conversion can grow up to 5x with integration between data, operation and service

Between click and delivery of e-commerce, a chain of simultaneous and integrated decisions supports each order and there is no room for failure. Applications analyzed by Quality Digital indicate that integration between different fronts of the journey can boost results, with cases such as Osklen, which record growth of up to five times in the conversion of order recovery into conversational channels by connecting data, service and execution throughout the process. Each order runs a continuous sequence of decisions executed simultaneously so that the journey works consistently.

Inspired by the logic of transport networks, Quality Digital's digital operation organizes e-commerce as a structure in which different flows operate in a parallel and interdependent manner. B2C, B2B, D2C, marketplace and omnichannel appear as lines that intersect along the journey and connect to critical points that support execution. Decisions related to catalog, price, availability, payment, order management, logistics and delivery cease to act in isolation and begin to compose an integrated network, in which performance depends on the consistency between data and systems. 

The proposal defended displaces the traditional reading of digital commerce, which for a long time was organized sequentially. By positioning the request as a central element, the model shows that the continuity of the journey depends on the coordination between multiple layers that operate at the same time. “A sale is no longer an isolated event and has become data-driven throughout the operation. When this base is organized, it is possible to measure direct impact on conversion, average ticket and” recurrence, says Julio Britto, CEO of Quality Digital.  

The expansion of channels and integrations has raised the level of operational complexity in companies. Commerce platforms, order management systems, payment methods, logistics solutions and customer relationship tools have started to act simultaneously, requiring continuous synchronization. With the reduction of manual intervention, response time decreases, while inconsistencies tend to spread with greater speed throughout the operation. 

E-commerce performance is increasingly associated with the ability to execute. Demand generation loses relevance when the operational structure does not sustain the journey to delivery.Inaccurate information at checkout, inventory divergences and logistic misalignments affect the consumer experience, increase costs and impact the perception of brand value. 

According to Roberto Ave Faria, director of Quality Digital, the execution of the journey needs to combine operational precision with capacity to adapt to demand.“The concept of delivery promise works as a delivery deadline contract and is decisive for the finalization of the purchase, after all, any deviation directly impacts the conversion and consumer confidence”, he says. The executive also highlights the need for evolution in the way retail works the hyperpersonalization of the experience. “In the concept of home for you, the digital showcase starts to be assembled according to the profile, history and customer interest.It is no use to offer everything to everyone. 

Currently, in the digital commerce scenario, the sustainable growth of e-commerce depends less on the increase in volume and more on the ability to coordinate decisions in an integrated way. With the expansion of digital channels and the increase in the connections necessary to support each order, operational efficiency begins to define the limit between growth with profitability and loss of performance. By making this structure visible, the model presented contributes to a more accurate understanding of the factors that determine the result in digital commerce.