The second quarter of the year, Q2/2024, brought the main indicators for the marketplace sector in Brazil, from a sales perspective, operation, service until the relevant events in the ecosystem in Q2, as well as the highlighted marketplaces and an overall perspective of the upcoming sales calendar.
According to data from the ANYTOOLS platform, that accounts for more than 10% of the revenue of marketplaces in the country, the period from April to June revealed important trends for sellers looking to optimize their sales performance and boost operational efficiency for the next semester of the year.
The report shows that the marketplaces recorded a significant increase in the number of orders, with growth of more than double digits, being 16,24% for the quarter in question. Meanwhile, there was a reduction in the importance of 9,20% of the average ticket value, reflecting a purchasing behavior focused on acquiring more items of lower value, instead of a few expensive items.
For the CEO of ANYTOOLS, Victor Eduardo Cobo, the rapid changes in the digital sales landscape, economic interference and consumer behavior, they demand more and more from the seller. The data shows an ever-evolving marketplace ecosystem, being expressive to the point of already being a specific business; and we noticed in it the adaptation of consumers to the new economic realities. Our goal with this report is to provide, to sellers, strategic information that helps them optimize their operations and maximize their sales, putting energy where it makes sense. ANYTOOLS produces the report, every quarter for the entire market, while our clients have this information daily, so that everyone can act with this data in hand. Together, we can drive growth and excellence in the marketplace ecosystem, relates.
According to the PhD in Economics, João Ricardo Tonin, "We can notice the consumers' search for discounts and for low-ticket products". Still a result of the post-pandemic effects, we have noticed consumers who are more indebted and with a more limited purchasing power. This condition is not exclusive to Brazil, being a global trend.In this context, it is natural for consumers to be more attentive to promotions, "look for products with more affordable prices and choose to pay for your purchases in longer installments".
The economist also points out that "although there are expectations of a slight improvement in this scenario in the second half, it is always recommended to stay vigilant. The highlight was the advancement of large Asian retailers that offer products at lower prices targeted at consumers in emerging markets, like Brazil. The need for these companies to gain market share aligns with consumers' search for discounts and low-ticket products. It is likely that this movement will continue to gain strength in the coming months, given that consumers' financial condition will not change in the short term, explain.
But how to get ahead
The commercial director of ANYTOOLS, André Gonçalves Pereira, highlights that the differential for sellers is the possibility of having, with the report, a detailed view of the main market indicators and compare with the reality of your operation for strategic decision making.
"We like to always see 'the glass half full'". This means that sellers have, in hands, not only the details of indicators, but the purchasing pattern that the consumer has been following in this current scenario. All of this makes the seller invest in new strategies, according to the consumer profile, starting with example, refining the sales strategy to align with the customer's buying profile. Electronic products and higher value items are purchased less frequently and require more consultative service.On the other hand, lower value products and frequent purchases require not only a lower price, but also attention to the shipping cost and delivery time of the purchase, suggests.
Logistics and Consumer Behavior
The experts' tip is for the seller to focus on offering free shipping or advantageous shipping conditions for products, and how to achieve this also for the low ticket ones, especially those that are recurring purchases, ensuring that customers receive their products quickly, without frustrations.
Average Ticket and Subcategory Performance
It is essential to monitor and compare the average tickets of the subproducts within each category. A difference in the average ticket does not necessarily indicate a higher volume of sales, but it can signal better performance in relation to the average price. Just as if the market is practicing a higher average ticket than the seller and showing if he is losing margin.
Importance of Customer Service
An efficient customer service is crucial for increasing sales conversion. Quickly responding to consumer inquiries can reduce hesitation at the time of purchase and even regrets after the purchase. The tip is to use Artificial Intelligence to speed up customer service, responding outside of business hours and on weekends, like Mia, that can meet within the context and in a humanized way. Quick responses increase conversion chances and are important for reputation in the marketplace, mainly when they avoid cancellations.
Planning for Black Friday and Special Dates
Q2 showed us that the days with the highest sales occurred on the days leading up to Mother's Day and Valentine's Day. So, which special dates do sellers need to prepare for in Q3 and the second half of 2024? Although Black Friday takes place only in November, the planning must start now.
The purchasing trends of the first half of the year, how the preference for lower average ticket products, they are valuable indicators for Black Friday. In this sense, having this assortment is important, but also to observe the payment methods, with installments that fit in the pockets. Another tip is to strengthen the relationship with suppliers to ensure stock during Black Friday and consider extending promotions for an entire week, taking advantage of consumers' thirteenth salary.
Growth Strategies
Ensure investments in technology and employee training, as well as staying alert to market trends and adjusting strategies to remain competitive. To increase the chances of success in online retail, sellers should regularly monitor their performance, compare it with the market and keep your strategies updated. Connect to marketplaces through hubs, keeping financial reconciliation up to date and adopting Artificial Intelligence technologies to assist in customer service and manage your reputation are essential practices to enhance customer service and ensure consumer satisfaction, with that, ensuring sustainable growth.
