Xyoo no Hnub Txiv yuav txhawb nqa kev muag khoom hauv Brazilian thiab tswj kev loj hlob ntawm e-commerce. Raws li kev tshawb fawb los ntawm Brazilian Association of Artificial Intelligence thiab E-commerce (Abiacom), hnub no yuav tsum tsim R $ 10.56 billion hauv kev muag khoom hauv digital hauv xyoo 2026, nce 10.81% piv rau R $ 9.53 billion sau tseg xyoo tas los. Ntau tshaj li kev nce ntxiv ntawm qhov ntim ntawm kev yuav khoom, txawm li cas los xij, cov ntaub ntawv los ntawm Awin, ib qho ntawm cov platform kev lag luam koom tes thoob ntiaj teb loj tshaj plaws, taw qhia rau kev hloov pauv tseem ceeb hauv cov ntaub ntawv ntawm cov neeg siv khoom.
Kev tshuaj xyuas txog kev ua tau zoo ntawm cov khw muag khoom loj hauv kev zam, kev ua si, kev ua neej, thiab thev naus laus zis qhia tau tias cov neeg siv khoom tau pib tsom lawv cov kev yuav khoom rau cov khoom muaj nqis ntxiv, ua rau tus nqi daim pib nruab nrab nce ntxiv thiab hloov pauv kev sib xyaw ntawm cov txiv neej muag khoom. Hauv yuav luag txhua qhov kev ua haujlwm uas tau tshuaj xyuas, cov pawg uas ib txwm muaj feem cuam tshuam nrog kev hloov pauv, xws li cov tsho yooj yim, tau poob av rau cov tshuaj tsw qab zoo, khau kis las, tsho polo, ris tsho jeans, cov khoom siv, thiab lwm yam kev xaiv uas muaj nqis ntau dua.
Piv txwv li, hauv ntu zam, feem ntawm cov khoom txiv neej hauv tag nrho cov nyiaj tau los nce ntxiv los ntawm 10.38% mus rau 11.18%, thaum feem ntawm cov khoom muag tau nce ntxiv los ntawm 8.72% mus rau 9.41%. Tus tsav tsheb tseem ceeb ntawm kev loj hlob no yog cov tshuaj tsw qab zoo rau txiv neej. Pawg no yuav luag ob npaug ntawm nws cov nyiaj tau los, mus ntawm 0.71% mus rau 1.34%, thaum cov nyiaj tau los txhua hnub nce ntxiv kwv yees li 42% hauv lub sijhawm ua ntej Hnub Txiv. Qhov sib txawv, cov pawg ib txwm muaj xws li t-shirts, tsho, thiab lub tsho loj tau qhia txog kev loj hlob me ntsis, qhia tias kev nce ntxiv ntawm kev muag khoom cuam tshuam nrog kev yuav khoom plig zoo dua li kev hloov kho tshiab ntawm cov khaub ncaws txiv neej.
Tus cwj pwm zoo li no tshwm sim hauv kev lag luam muag khoom kim heev. Hauv lub lim tiam ua ntej Hnub Txiv, cov nyiaj tau los ntawm cov khoom txiv neej yog 45.4% siab dua li lub lim tiam dhau los. Raws li cov nyiaj tau los nce ntau dua li tus lej ntawm cov khoom muag, muaj kev nce ntxiv ntawm tus nqi pib nruab nrab. Cov khoom txiv neej tus nqi siab dua R $ 500 sau npe kev loj hlob ntawm ze li ntawm 47%, tsav los ntawm pawg xws li tsho polo, tsho, blazers, khau, thiab cov khoom siv txiv neej. Lwm daim ntawv yog qhov tseem ceeb: thaum nyob rau hauv lub lim tiam tsis tu ncua kev muag khoom feem ntau yuav tsom mus rau cov khoom yooj yim thiab hloov pauv, thaum lub sijhawm phiaj xwm muaj kev hloov pauv meej meej rau cov khoom muaj nqis siab dua thiab cov khoom lag luam zoo.
Raws li Rodrigo Genoveze, tus thawj coj cheeb tsam ntawm Awin rau Latin America, cov ntaub ntawv qhia tau tias cov neeg siv khoom tau hloov lawv txoj kev yuav khoom rau hnub no. "Peb tau pom tias cov neeg siv khoom tsis yog tsuas yog yuav ntau dua rau Hnub Txiv xwb, tab sis yuav cov khoom zoo dua. Es tsis txhob muab qhov tseem ceeb rau cov khoom yooj yim, lawv tab tom nqis peev rau cov khoom uas muaj nqis ntau dua, xws li tshuaj tsw qab, khau, thiab cov khoom zoo. Tus cwj pwm no ua rau tus nqi yuav khoom nruab nrab nce ntxiv thiab qhia tau tias, thaum hnub so, qhov kev xav hnyav dua hauv kev txiav txim siab yuav khoom."
Kev zam khaub ncaws kuj tseem hloov pauv qhov profile muag khoom
Qhov sib txawv kuj pom tseeb hauv kev muag khoom ua si. Hauv ib txoj saw hlau loj, feem ntawm cov khoom txiv neej hauv cov nyiaj tau los tau nce los ntawm 53.6% mus rau 61.9%, nce 8.3 feem pua. Txawm hais tias cov nyiaj tau los ntawm cov txiv neej tsuas yog nce 1.7% thaum lub sijhawm ntawd, qhov seem ntawm kev ua haujlwm tau qhia txog kev poob qis, ua kom pom tseeb tias qhov kev ua tau zoo ntawm pawg no tau tsav los ntawm lub caij ntawm Hnub Txiv.
Kev loj hlob tau tsom mus rau cov pawg uas cuam tshuam nrog kev khiav thiab kev cob qhia, nrog rau kev tsom mus rau cov khau khiav zoo tshaj plaws, GPS sports watches, thiab cov khoom lag luam uas tsom mus rau kev ua tau zoo.
Hauv lwm qhov kev ua haujlwm hauv ntu khoom siv kis las uas Awin tau tshuaj xyuas, cov txiv neej feem ntawm pawg khoom tau nce ntxiv los ntawm 58.9% mus rau 59.8%, thaum nws feem ntawm cov khoom muag tau nce ntxiv los ntawm 64.6% mus rau 65.6%. Txawm li cas los xij, qhov kev hloov pauv tseem ceeb tau tshwm sim hauv cov khoom sib xyaw: khau tau nce ntxiv los ntawm 67.3% mus rau 77.4% ntawm cov txiv neej cov nyiaj tau los, thaum cov khoom siv kuj tau txais feem ntawm kev ua lag luam. Ib qho ntawm cov qauv zoo tshaj plaws uas tau tshuaj xyuas tau nce nws cov nyiaj tau los ntau dua li 7.5 npaug thaum lub sijhawm ua ntej Hnub Txiv, ua kom muaj kev nyiam rau cov khoom muaj nqis ntxiv ntau dua.
Cov nyiaj rov qab txhawb nqa cov pawg muaj nqis siab dua
Lwm qhov sib txawv uas Awin pom tau tshwm sim hauv cov phiaj xwm cashback uas tau ua los ntawm lub khw muag khaub ncaws loj. Ua ntej qhov kev tshaj tawm, pawg txiv neej sawv cev rau kwv yees li 10% ntawm kev muag khoom los ntawm txoj kev. Thaum lub sijhawm ua koob tsheej Hnub Txiv, qhov feem no tau nce mus txog 15%, uas yog 50% kev loj hlob ntawm pawg neeg sawv cev.
Ntxiv rau qhov kev koom tes ntau ntxiv, muaj kev hloov pauv tseem ceeb hauv cov ntaub ntawv ntawm kev yuav khoom. Cov khoom yooj yim poob qis rau cov ris tsho jeans, ris luv, thiab cov khoom kim dua, ua rau tus nqi xaj nruab nrab (AOV) nce ntxiv thiab ntau haiv neeg ntawm cov txiv neej sib xyaw.
Raws li Genoveze, tus cwj pwm no qhia tau tias cov phiaj xwm ua tau zoo tuaj yeem coj kev thov mus rau cov pawg tseem ceeb dua. "Thaum cashback, cov neeg tsim khoom, thiab kev lag luam koom tes ua haujlwm ua ke, kev txhawb nqa tsis sib tw tsuas yog ntawm tus nqi. Nws pab cov neeg siv khoom nrhiav pom cov khoom uas muaj txiaj ntsig zoo dua thiab tsim kom muaj ib puag ncig zoo los nce tus nqi nruab nrab yam tsis tas yuav cia siab rau cov luv nqi hnyav."
Technology ua raws li nws tus kheej dynamic
Ntawm cov ntu uas Awin tau tshuaj xyuas, tsuas yog cov khw muag khoom siv thev naus laus zis xwb uas qhia txog tus cwj pwm sib txawv. Hauv qhov no, tsis muaj cov cim qhia meej tias Hnub Txiv cuam tshuam rau kev siv khoom. Kev loj hlob uas pom tau yog tsom mus rau cov pawg uas txuas nrog kev ua si thiab lub ntiaj teb ua tau zoo, xws li daim npav video, cov processors, consoles, thiab cov khoom siv kho vajtse zoo.
Raws li Awin, qhov no qhia tau tias thaum zam, kis las, thiab kev ua neej nyob teb rau hnub ua kev nco txog, cov ntu xws li thev naus laus zis tseem raug tsav los ntawm kev ua lag luam thiab cov khoom tshiab. "Thaum cov hom lag luam siv cov tswv yim kev ua tau zoo, cov neeg tsim khoom, cov nyiaj rov qab, thiab cov ntsiab lus hauv kev sib koom ua ke, lawv tuaj yeem tsom mus rau cov neeg siv khoom lub hom phiaj yuav khoom zoo dua. Qhov tshwm sim yog kev sib xyaw ua ke zoo dua, nrog rau feem ntau ntawm cov khoom zoo thiab cov txiaj ntsig zoo dua rau cov khw muag khoom, "Genoveze hais.
