Small and medium online fashion and beauty retailers started the year optimistically: according to NuvemCommerce, annual study on Brazilian e-commerce, more than 80% of them are confident for the new year – and for good reasons. In 2024, there was a 37% growth in business (compared to 2023), with revenue exceeding R$ 2 billion. The study was conducted by Nuvemshop, leading e-commerce platform in Latin America.
This growth is the result of specific strategies, that bring brands closer to their consumers and generate sales: more than half (54%) of e-commerce owners also sell directly through social media; 37% have special groups with clients on channels like Telegram and WhatsApp; 18% participate in fairs and events; and 17% increase in email marketing.
For 2025, online fashion and beauty brands intend to invest even more in social media (83%), but they will also look at paid media (71%) and partnerships with digital influencers (48%). "In segments as visual as fashion and beauty", these strategies are the key to further boosting the business. The significant growth of the sector indicates the ease of connection with the younger audience, that values author brands and identifies with digital businesses through its presence on social media. In this way, the growth potential is even greater, comment Letícia Vaz, head of Fashion Innovation at Nuvemshop and founder of the brand LV Store.
Margin for growth
Amid the development of the sector, there is still room for growth: NuvemCommerce also revealed that 48% of fashion and beauty retailers still do not use any specific technology to improve the website experience and attract the audience. They are resources like Artificial Intelligence, live commerce, virtual fitting room, videos and even chatbot.
This reality is set to change in 2025, since the expectation is that only 10% of retailers will remain stagnant. Among the tools that are revolutionizing the consumer experience, the virtual fitting room and artificial intelligence stand out. The first allows the public to visualize a piece of clothing on their body virtually, and the prediction is that the technology will become up to 10 times more common than it is now.
AI can already make the customer experience more personalized and accurate, analyzing consumer behavior data, offering recommendations, optimizing inventory management and even creating exclusive designs.
Live Commerce and product videos also stand out, digital payment, augmented reality and digital service. High-quality photos, videos with details like texture, fall and finish, virtual fitting room, clear and visible measurement table, testimonials and reviews from other consumers with photos, among other technological tools, they are the biggest bets for this market, points Letícia.
