A recent survey conducted by Magis5, platform that automates e-commerce by integrating them with the largest marketplaces in Brazil,mapped the main trends for the segment, based on consumer information and movements in the online sales market, that has already reached the mark of R$ 185 billion
According to Henrique de Oliveira Paschoa,Director of the Acquisition department at Magis5,it is very important to understand these guidelines to invest time, energy and money effectively, avoiding waste with inadequate strategies. E-commerce will continue to grow in 2024, and the understanding of the consumer and the market will be crucial for those who wish to stand out and thrive. The details of each guideline are outlined in more detail in thee-bookprepared by the platform.
1 . Increased care with emotionally exhausted consumers
Consumers around the world are facing emotional exhaustion in the face of rapid social and technological transformations. The avalanche of stimuli from "extreme connectivity", how social media and gamification, has generated widespread anxiety. E-commerce emerges as an opportunity to meet the demands of an increasingly anxious and cautious population. According to a survey by WGSN (Future Consumer 23-24), consumers seek comfort in shopping, whether in food or in the purchase of clothes, however with requirements regarding the quality of the brands
2 . Personalization: the feeling and the need for the consumer to be unique
Personalization emerges as a primary challenge for companies in the coming years. The goal is to make each customer feel unique and valued, whether to retain him or turn him into a brand advocate. This process requires a deep understanding of each consumer's persona, based on detailed data about your shopping preferences
In a world where consumers are increasingly concerned about the future and seek to enhance their quality of life, data-driven personalization is essential, such as customized packaging and subscription services, to create an emotional connection with the consumer and strengthen loyalty, says Paschoa
For that, technological tools such as Business Intelligence (BI) can help interpret patterns and expectations, in order to create personalized and relevant experiences for each customer. "The collection and analysis of consumer data", when done in an ethical and safe manner, can provide valuable insights into consumer behavior, helping companies adapt their processes, products and services to better meet the needs of the public, emphasizes
3 . Consumer experience and usability
E-commerce, the new front of retail, is increasingly gaining ground when it comes to improving the consumer experience. According to data, the growth rate of e-commerce in the US during the first quarter of 2020 was equivalent to that of the last ten years
Consumers in the e-commerce market mainly seek good experiences, usability and good service. Understanding this audience, your daily behaviors and how products can lead to sales success
"However, it is important to take into account that, in a globalized and superconnected world, consumers have been suffering from an overload of stimuli. It is necessary to understand this dynamic and seek ways to alleviate this situation to provide pleasant shopping experiences, says Paschoa
4. Fast Logistics
Another important factor in the user experience is the speed and efficiency of delivery. The survey "Freights and Deliveries in E-commerce" by Opinion Box showed that 46% of respondents consider the delivery time a decisive factor for purchasing from an e-commerce site and 74% said that the faster the delivery, the greater the chance of winning them over
In this sense, large marketplace companies like Mercado Livre, Magalu, Via Varejo and Amazon are increasingly seeking to improve their logistics processes and invest in technologies to ensure fast and efficient deliveries
For this reason, large marketplaces have invested in "logistics condominiums", usually near highways and airports, where the products are stored and ready for dispatch. The table below shows how these companies have used large areas for product storage
5 . Mobile betting
The growing popularity of mobile has further boosted the reach of e-commerce. According to a survey by eMarketer, the use of mobile devices will represent 42,9% of all e-commerce in the US in 2024. This demonstrates the importance of adapting online stores to mobile devices to ensure a user-friendly and efficient shopping experience
6 . Omnichannel, Figital and Buy and Pick Up
Omnichannel emerges as a central strategy, seeking to provide an integrated experience at all touchpoints, be digital, human or automated. This approach, allied to the concept of "figital", that integrates the physical and the digital to create memorable experiences, strengthens the presence of companies in a highly competitive market
The "Buy and Pick Up" strategy emerges as a response to the demand for convenience, allowing consumers to complete their online purchases and pick up the products in the physical store or through a drive-thru system. This modality not only meets the agility expectations of the current market, but also reinforces the importance of offering flexible purchasing options to customers
7. Social Media and influencers
The growing importance of social media as sales channels highlights the need to adapt marketing strategies to different platforms and consumer profiles. The use of videos, in particular, continues to be a powerful marketing tool, demanding dynamic and engaging content to capture the audience's attention
Instagram is still the channel that "brings" the most sales, with 65% of participants in the survey using this tool, followed by Google (shopping function) with 56%, Whatsapp, 47%, and Facebook, 36%. The TikTok, fashion platform, still represents a low number, with only 7%, however, the trend is that this number will grow in the next survey
Digital influencers play a central role in marketing strategies, not only as generators of engagement and sales, but also as brand promoters and drivers of market positioning and presence
As e-commerce advances, the ability to adapt to digital trends and strategies becomes essential for the success of companies. The future of e-commerce will be shaped by the ability to provide exceptional experiences to the consumer and by the capacity to stand out in an increasingly competitive and dynamic market, highlights the specialist from Magis5
