{"id":95589,"date":"2026-05-07T11:46:16","date_gmt":"2026-05-07T14:46:16","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=95589"},"modified":"2026-05-07T11:46:21","modified_gmt":"2026-05-07T14:46:21","slug":"dia-das-maes-os-dados-que-explicam-o-desafio-do-varejo-em-2026","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/en_za\/dia-das-maes-os-dados-que-explicam-o-desafio-do-varejo-em-2026\/","title":{"rendered":"

Mother's Day: the data explaining the retail challenge in 2026<\/p>"},"content":{"rendered":"

According to the Unified Commerce Benchmark (UCB) 2026 for Latin America, developed by Manhattan Associates in partnership with Incisiv, 37% of the capabilities that differentiated retailers in 2024 have already become basic in 2026, while the average maturity in unified commerce in the region has advanced from 31% to 48% in just two years. Still, only 11% of companies are considered leaders in this model, evidencing a relevant gap in execution.<\/p>

That is, at the same time as the maturity of unified commerce and the use of artificial intelligence grows, expectations for faster, integrated and frictionless journeys also increase. This mismatch adds to other factors typical of commemorative dates, such as the need for hiring in short windows and the dispute for attention and conversion in multiple digital channels.<\/p>

For Stefan Furtado, Manhattan Associates Regional Manager, this data helps explain why dates like Mother's Day increase the pressure on retail. \u201cWhen we see that more than a third of capabilities have already become a basic requirement and that only 11% of companies can operate as leaders, it is clear that most of retail is still rushing to keep up with the level of consumer demand. On dates like Mother's Day, this mismatch appears more strongly, especially in stock availability, delivery times and consistency between\u201d channels, he says.<\/p>

UCB also shows that 65% of Latin American consumers already expect faster and less friction shopping hours, which reinforces the need for more agile and integrated operations. \u201cThe consumer expectation data combined with the advance of maturity 31% to 48% 48% shows that there has been evolution, but not at the same speed of demand. This requires companies to have a greater capacity for real-time execution, especially at peak times, when any failure directly impacts the\u201d conversion, adds the executive.<\/p>

Temporary hires reflect broader retail dynamics<\/strong><\/p>

The advance of temporary work in Brazil also helps to explain the importance of seasonal dates for retail. The expectation of the Brazilian Association of Temporary Work (Asserttem) is that about 800 thousand jobs are opened throughout 2026, driven mainly by periods of greater demand in trade.<\/p>

Within this calendar, Mother's Day appears as a more concentrated peak. In 2025, the date generated about 25.9 thousand temporary vacancies, according to the National Confederation of Commerce (CNC), focusing on sales and service functions. In these cases, the short hiring interval increases the pressure on the efficiency of the selection processes.<\/p>

\u201cDia das Mamas is a stress test for any recruitment operation. The volume appears at once, the deadline is short and the manager wants the vacancies filled yesterday. The question that separates who goes through this peak with tranquility from those who go into fire-out mode is simple: did you already have the data organized before the demand arrived? Because when seasonality knocks on the door, there is no time to tidy up the house. Climbing hiring in short windows requires that the structure is already standing. This is planned in March, not in May\u201d, says Augusto Frazao, CEO of InHire.<\/p>

Social networks as a sales channel<\/strong><\/p>

When the dispute for attention and conversion intensifies in retail, social networks assume increasingly complementary roles, but still unequal in terms of financial results.Reportei data show that, despite the accelerated growth of TikTok as a platform for discovery and influence, Meta (Instagram and Facebook) remains the main conversion engine in campaigns. On average, actions on Meta generated a return up to 20 times higher than on TikTok, reflecting a more mature ecosystem of paid media and performance strategies already consolidated. \u201cO TikTok is extremely efficient to generate interest and engagement, but the conversion still happens mostly in Meta Reporting, which offers more predictability, C.<\/p>

At the same time, the advancement of the TikTok Shop and the strengthening of organic content indicate a relevant change in consumer behavior, which begins to discover products in a more spontaneous and integrated way to entertainment. This scenario requires a more sophisticated strategy by brands, combining top funnel channels with more efficient conversion platforms. In addition, artificial intelligence has gained prominence in the marketing operation: another Reportei survey points out that more than 80% of professionals already use AI in day to day, mainly for generating ideas, content production and data analysis.<\/p>

AI use advances in retail and expands customization potential on seasonal dates<\/strong><\/p>

Mother's Day reinforces the need for Brazilian retail to convert the increase in traffic into operational efficiency and qualified sales. In this scenario, artificial intelligence is consolidated as a strategic tool, as pointed out by the research carried out by Zucchetti Brazil in partnership with the Retail Center, in the second half of 2025. The survey indicates that 59% of companies already use technology, driven by the urgency of increasing productivity and competitiveness in the face of pressed profit margins. Currently, the focus lies on the consumer journey, with applications in marketing and content (57%) and (5413T customer service, leading to the sector retention.<\/p>

On the other hand, the numbers reveal a gap of opportunity on structural fronts. Although essential for the logistical success of seasonal dates, areas such as demand forecasting (17%) and logistics and delivery (12%) still register low adherence. This contrast suggests that Brazilian retail is in the early phase of AI integration, prioritizing direct contact with the public before moving towards supply chain optimization.
\u00a0<\/p>

The potential for expansion is clear, since 90% of retailers intend to expand investments in the coming months, aiming at productivity gains that are already perceived by 87% of current users. For Bernardo Rachadel, CTO of Zucchetti Brazil, this movement tends to intensify especially in seasonal dates.\u201cO retail has already advanced by incorporating artificial intelligence in direct contact points with the consumer, but seasonal dates such as Mother's Day make even more evident the need to evolve in personalization and behavior reading. In this context, the more the retailer can anticipate preferences and adjust the communication in real time, it affirms the greater chance to provide relevant experiences, it is to provide even more.<\/p>

The immediate challenge, therefore, is capacity building, cited by 60% of non-user companies as the first step to integrating end-to-end technology into business strategy.<\/p>","protected":false},"excerpt":{"rendered":"

De acordo com o Unified Commerce Benchmark (UCB) 2026 para a Am\u00e9rica Latina, desenvolvido pela Manhattan Associates em parceria com a Incisiv, 37% das capacidades que diferenciavam varejistas em 2024 […]<\/p>\n","protected":false},"author":1,"featured_media":10225,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,34],"tags":[43,53,79],"class_list":["post-95589","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias","category-pesquisas","tag-e-commerce","tag-noticias","tag-pesquisas"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/posts\/95589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/comments?post=95589"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/posts\/95589\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/media\/10225"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/media?parent=95589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/categories?post=95589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_za\/wp-json\/wp\/v2\/tags?post=95589"}],"curies":[{"name":"

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