It is a fact: marketplaces in Brazil are experiencing exponential growth, concentrating about 80% to 87% of online sales and moving more than R$300 billion in 2025. This accelerated growth in recent years has brought with it a new level of demand by consumers. If before convenience was already a differential, today it is just the starting point. In practice, what we see is a maturation of the digital consumer, and with it, the value ruler has also risen.<\/p>\n\n\n\n
In this scenario, three pillars are consolidated as determinants for the competitiveness of marketplaces: practicality, price and experience. Much more than isolated attributes, this triad functions as an interdependent system, where the imbalance of an element can compromise the entire perception of value of a brand.<\/p>\n\n\n\n
Practicality:<\/strong> the basics need to be impeccable, simple as that! For the new consumer, practicality is no longer innovation and has become a must. Intuitive navigation, efficient search, simplified checkout and fast deliveries are no longer differentials, they are prerequisites that the customer already expects. <\/p>\n\n\n\n The consumer does not tolerate friction. Every unnecessary click, every confusing step or delay in delivery represents a missed opportunity. In an environment where competition is just seconds away, simplifying the journey is a direct retention strategy. Here I reinforce that practicality goes beyond the interface. It also involves efficient logistics, integration of sellers and operational consistency. It is essentially the ability to make the complex seem simple.<\/p>\n\n\n\n Price: <\/strong>in this regard, marketplaces managers need to face competitiveness with intelligence, not with zero margin. Of course, price remains one of the main decision factors, especially in an inflationary environment and greater economic sensitivity.<\/p>\n\n\n\n Mature marketplaces understand that competitiveness does not necessarily mean being the cheapest, but rather offering the best perceived cost-benefit. This involves product curation, seller diversity, attractive freight policies and dynamic, data-driven pricing strategies.In addition, transparency is key. The current consumer compares, researches and quickly identifies inconsistencies. Price today is also about trust.<\/p>\n\n\n\n Experience:<\/strong> this is the umpulo do cat\u2018 as a true competitive differential. This is because, if practicality is the basic and price is the input factor, experience is what really loyal. And here, the experience must be understood broadly, that is, efficient service; customization; relevant communication; active after-sales; and agile problem solving. Each point of contact contributes to the construction (or destruction) of the relationship with the customer.<\/p>\n\n\n\n Marketplaces that stand out are those that can transform a transaction into a relationship, and this inevitably involves the intelligent use of data to understand behaviors, anticipate needs and offer increasingly personalized journeys.<\/p>\n\n\n\n In this dynamic scenario, the great challenge for marketplace managers is not to develop each of these pillars in isolation, but to orchestrate them in an integrated and intelligent way. As the market evolves, the trend is that differentiation is no longer in isolated features and starts to reside in the consistency of delivery. Consumers are no longer looking for promises, they expect fluidity, transparency and real value in each interaction.<\/p>\n\n\n\n After all, practicality without experience generates cold efficiency; price without practicality generates abandonment; and, finally, experience without competitive price limits scale. The true competitive advantage arises when the three elements operate in harmony, supported by technology, data and a clear vision of customer centrality.<\/p>\n\n\n\n *<\/em>Mariana Mantovani is a specialist in Marketplace and E-commerce, and founder of Boost Marketplace, a company specialized in boosting and boosting sales results in the largest marketplaces in the market. With more than 15 years of experience in the digital ecosystem, Mariana has always worked in reference companies such as Netshoes, Electrolux, Mercado Livre and RD Health, focusing on e-commerce, marketplaces, leadership of performance teams, and business development.<\/em><\/p>","protected":false},"excerpt":{"rendered":" \u00c9 um fato: os marketplaces no Brasil vivem um crescimento exponencial, concentrando cerca de 80% a 87% das vendas online e movimentando mais de R$300 bilh\u00f5es em 2025. Esse crescimento […]<\/p>\n","protected":false},"author":1,"featured_media":10809,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,36],"tags":[47,68,43],"class_list":["post-94926","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-dicas-artigos","tag-artigos","tag-dicas","tag-e-commerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/posts\/94926","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/comments?post=94926"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/posts\/94926\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/media\/10809"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/media?parent=94926"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/categories?post=94926"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_nz\/wp-json\/wp\/v2\/tags?post=94926"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}