The speed of delivery has become a decisive factor for the consumer experience in e-commerce. According to a recent survey by Capterra, the speed of delivery is the most important criterion for customers, surpassing price and service. The survey revealed that 56% of respondents associate satisfaction with a store to the shipping time, while 64% are influenced by the estimated time to receive the order. In the flower segment, the urgency is even more relevant, because it is a perishable product and often purchased for special occasions. The delivery of plants requires specific care to ensure that the arrangements arrive at their destination in perfect condition. Proper refrigeration, between 1°C and 7°C, and controlled humidity are essential factors for maintaining product quality. Furthermore, appropriate packaging not only protects the structure of the flowers, but also help preserve its durability.
Another fundamental point is the choice of reliable carriers, especially for companies that serve different regions of the country. The use of decentralized logistics hubs can optimize the process, reducing shipping times and ensuring that products arrive fresh to the final consumer. In case any damage occurs during transportation, immediate reshipment policies demonstrate a commitment to customer satisfaction and help to retain the audience.
Change in consumer profile
THEmarkethas undergone significant transformations in recent years, driven by the growth of e-commerce and the change in consumer profile. During the pandemic, the search for flowers has increased both to gift loved ones and to decorate home environments. Furthermore, online shopping has democratized access to floral arrangements, expanding the age range of consumers.
Before, most buyers were over 35 years old, but today there is a significant participation of young people from the age of 18, that acquire arrangements, vases and bouquets for various occasions. This behavior reinforces the need to offer a diversified portfolio and an agile shipping service to meet the demands of the public.
Sector growth and logistical challenges
The floriculture sector has shown significant growth in Brazil. Um estudo do Centro de Estudos Avançados em Economia Aplicada (Cepea-Esalq/USP), in partnership with the Brazilian Institute of Floriculture (Ibraflor), pointed out that the GDP of the segment jumped from R$ 10 billion in 2017 to R$ 18,4 billion in 2022, an increase of 83,4%. The domestic market absorbs 97,5% of the production, with São Paulo concentrating 75% of the supply and accounting for 55% of national consumption.
Despite the progress, the segment faces logistical challenges, especially due to climate change and the need for improvement in distribution. The adoption of real-time tracking technologies, automation of logistics processes and expansion of strategic partnerships are essential measures to ensure efficiency in shipments. With the consumer becoming increasingly demanding, offering speed and quality in flower delivery can be the differentiator for success in the market.
