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    Research reveals high adoption of technologies in Brazilian retail and growth of e-commerce apps

    E-Commerce Update
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    Research reveals high adoption of technologies in Brazilian retail and growth of e-commerce apps

    A survey conducted by Instituto Locomotiva and PwC revealed that 88% of Brazilians have already used some technology or trend applied to retail. The study highlights that purchasing in marketplaces is the most adopted trend, with 66% adherence, followed by in-store pickup after online purchase (58%) and automated online service (46%)

    The research also showed that nine out of ten consumers prioritize brands that offer pleasant shopping experiences, practicality in delivery and actions focused on sustainability. Renato Meirelles, president of the Locomotiva Institute, highlights that Brazilians still shop a lot in physical stores, although they prefer to purchase certain products online

    Although physical stores remain the most frequent experience, some products already show a predominance of online shopping, varying according to the category. Electronics and various courses have greater adherence to e-commerce, while supermarkets, construction materials and hygiene and beauty products are still more often purchased in physical stores

    Parallely, the e-commerce app market is on the rise. According to Adjust's annual Mobile App Trends report, there was a 43% increase in installations and a 14% increase in sessions of virtual commerce apps in 2023. Bruno Bulso, COO of Kobe Apps, states that this growth reflects the increasing preference of consumers for mobile shopping experiences

    Latin America stood out by recording an increase in the average time spent per session in e-commerce apps, contrary to the global trend. Furthermore, Shein's leadership in the ranking of the most downloaded apps in the world highlights the need for brands to expand their digital channels to apps

    Brazil, classified as the fourth country in the world with the most app downloads in 2023, demonstrates the growing importance of mobile devices in the lives of Brazilian consumers. Specialists emphasize that the omnichannel journey, integrating physical stores and apps, it is a determining factor for the completion of the purchase and consumer loyalty

    Essential points for having a competitive e-commerce

    Clovis Souza
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    Essential points for having a competitive e-commerce

    E-commerce continues to grow. Numbers from the Brazilian Electronic Commerce Association (ABComm) indicate a revenue of R$ 73,5 billion in the first half of 2022. This represents a growth of 5% compared to the same period in 2021. 

    This increase is aided by the fact that online stores allow the sale of products to all regions of Brazil, for example. In addition to providing unique gifts for different styles and celebrations. Meanwhile, an important point for the full functioning of the store is an engaged team

    For an e-commerce to explore its potential, it is necessary to resort to strategies in all sectors – production, stock, logistics, SAC, after-sales – to provide a complete experience to customers. Therefore, there are three fundamental pillars for an e-commerce to thrive: strategic planning, quality products and an efficient customer service

    The planning consists of selecting the products that the company will sell, take good photos and produce texts and creative content, that attract the consumer. It is also essential to know the partners, check the expiration date of perishable products, evaluate the form of logistics, the compliance with deadlines and all the details that may eventually hinder the customer experience

    Quality products are a basic premise in any store, be online, be physical. When buying for personal use or to give as a gift, there is all the care to research the versions, sizes, colors, in addition to financial and emotional investment. In this way, the customer can take into account the store where they made the purchase and, in a next opportunity, return to the location

    The differentiated SAC, in turn, can contribute to customer return to e-commerce. It is an essential tool for harvestingfeedbacksboth positive and negative, two consumers, and so, enhance the experience

    The habit of shopping online is a reality in the country, because it is a practical way, efficient, dresser, and many times, fast, according to the logistics process. It has become a path that must be followed in parallel with the physical environment, therefore it is necessary to be careful to meet consumers' expectations in the best possible way

    Expansion beyond e-commerce: how to differentiate strategies for retailers

    Clovis Souza
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    Expansion beyond e-commerce: how to differentiate strategies for retailers

    With a lot of determination and planning, it is possible to increase profit even in times of crisis. Despite the political and economic scenario in Brazil, allied to the post-pandemic, the Brazilian entrepreneur shows resilience. According to the Companies Map Bulletin, in 2022, the country set a record for business openings, with microenterprises and individual microentrepreneurs. In the first four months of the year, 1,3 million new companies were born

    For those who work in e-commerce, sales showed a decline this year, after theboomdo online during social isolation and closure of physical locations. A survey by the Brazilian Association of E-Commerce (ABComm) indicates that there was a 5% growth in the first half of 2022, when more than 6% was expected for online sales

    In this scenario, those who operate in the segment need to invest in strategies that aim for expansion beyond online sales. In search of a broader audience, that aims to address the demands on various platforms. It is important to expand the possibilities, combining e-commerce with the option of physical stores, kiosks in shopping malls andmarketplaces.

    The units that sell in person provide the opportunity to evaluate the product, check the material and have contact with the item before making the investment. The stimulation of various senses, like touch, olfaction, hearing, sight and even taste can make a difference in the shopping experience. Personal contact is more welcoming and enhances the reliability of a business. Talking to the seller is a factor that impacts a customer's buying journey, that's why physical stores have this advantage

    When the store is on the street, it is possible to offer a more personalized experience, focused on the product and the customer. But kiosks in shopping malls and commercial centers also offer the same benefits and score points for their practicality, since the consumer can resolve other pending issues in the same environment

    THEmarketplace, in turn, it is a business model that revolutionized online retail, connecting different retailers to customers. According to a survey by Ebit Nielsen, these collaborative environments already account for 78% of participation in e-commerce in Brazil. Furthermore, this sales model is one of the consumers' favorites

    According to the research by the French company Mirakl, 86% of Brazilians identify themarketplaces as the most satisfying way to shop online. Another opportunity for the entrepreneur to gain strength and go beyond traditional e-commerce – uniting the most diverse possibilities to your business

    Tramontina launches B2B e-commerce to expand reach and facilitate corporate purchases

    E-Commerce Update
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    Tramontina launches B2B e-commerce to expand reach and facilitate corporate purchases

    A Tramontina, renowned Brazilian company of utensils and tools, announced the launch of its e-commerce platform exclusive for B2B (business-to-business) sales and for use and consumption. This initiative marks an important digital expansion of the brand, complementing the traditional service by representatives and offering a new way of interacting with business clients

    The new online channel, available in companies.tramontina.with.br, allows customers to access the company's vast portfolio, that includes more than 22 thousand items. The product range includes everything from household items and tools to furniture, also serving the hospitality and food service segments, including restaurants, bears, cafeterias and hotels, beyond retail, wholesalers and resellers

    Among the main benefits of the platform are:

    1. Fast and personalized purchases
    2. Complete order management, including those made online and by representatives
    3. Specialized support adapted to the specific needs of each client
    4. Free shipping on orders that meet the minimum purchase amount

    This initiative by Tramontina represents a significant step in the digitalization of its sales processes, aiming for a closer relationship with the brand and facilitating the business management of its corporate clients. The company expects that this new B2B sales channel will enhance its market reach and provide a more efficient and convenient shopping experience for its corporate clients

    Anatel releases list of e-commerce sites with ads for illegal cell phones; Amazon and Mercado Livre lead the ranking

    E-Commerce Update
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    Anatel releases list of e-commerce sites with ads for illegal cell phones; Amazon and Mercado Livre lead the ranking

    The National Telecommunications Agency (Anatel) revealed last Friday (21) the results of an inspection carried out on e-commerce websites, focusing on mobile phone ads without official certification or that entered the country illegally. The action is part of a new precautionary measure published by the agency to combat piracy

    According to the report, Amazon and Mercado Livre presented the worst statistics. On Amazon, 51,52% of mobile phone ads were for non-certified products, while on Mercado Livre this number reached 42,86%. Both companies were classified as "non-compliant" and must remove the irregular ads, under penalty of fine and possible removal of the sites from the air

    Other companies, like Lojas Americanas (22,86%) and Grupo Casas Bahia (7,79%), were considered "partially compliant" and will also need to make adjustments. On the other hand, Magazine Luiza did not present records of illegal advertisements, being classified as "compliant". Shopee and Carrefour, although without disclosed percentages, were listed as "compliant" for having already made commitments to Anatel

    The president of Anatel, Carlos Baigorri, highlighted that negotiations with e-commerce companies have been taking place for about four years. He specifically criticized Amazon and Mercado Livre for not engaging in the collaborative process

    The inspection took place between June 1 and June 7, using a scanning tool with 95% accuracy. Anatel informed that, after focusing on cell phones, the agency will investigate other products sold illegally without approval

    The precautionary measure published today aims to give companies one more opportunity to comply with the regulations, starting with mobile phones. Anatel emphasized that other companies, in addition to the seven largest retailers mentioned, are also subject to the same requirements

    Magazine Luiza and AliExpress announce unprecedented partnership in e-commerce

    E-Commerce Update
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    Magazine Luiza and AliExpress announce unprecedented partnership in e-commerce

    Magazine Luiza and AliExpress have signed a historic agreement that will allow cross-selling of products on their respective e-commerce platforms. This partnership marks the first time that the Chinese marketplace will make its products available for sale by a foreign company, in an unprecedented cross-border strategy

    The collaboration aims to diversify the catalog of both companies, taking advantage of the strengths of each one. While AliExpress is known for its variety of beauty items and tech accessories, Magazine Luiza has a strong presence in the market for appliances and electronics

    With this initiative, the two platforms, that together total more than 700 million monthly visits and 60 million active customers, they expect to significantly increase their sales conversion rates. The companies assure that there will be no changes to tax policies for consumers and that the guidelines of the Remessa Conforme program will be maintained, including the exemption from fees for purchases under US$ 50

    The announcement of the partnership was well received by the financial market, resulting in an appreciation of more than 10% in the shares of Magazine Luiza, that had been facing a decline of almost 50% in the year

    This collaboration represents an important milestone in the Brazilian and international e-commerce landscape, promising to expand purchasing options for consumers and strengthen the position of both companies in the market

    Deliveries and prices: how to retain customers in e-commerce

    Clovis Souza
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    Deliveries and prices: how to retain customers in e-commerce

    Philip Kotler, in his book "Marketing Management”, it is stated that acquiring a new customer costs five to seven times more than retaining the current ones. After all, for the recurring customer, it is not necessary to dedicate effort in marketing to present the brand and gain trust. This consumer already knows the company, the service and the products

    In the online environment, this task is more strategic due to the lack of experienceface to face. Loyalty of customers in e-commerce requires specific actions to satisfy the consumer, narrow the relationship and make him buy more often

    The observation may seem obvious, but it is only possible to retain buyers who were satisfied with the experience they had. If they are dissatisfied due to an error in the payment process or delayed delivery, for example, they may not come back and still speak ill of the brand

    On the other hand, customer loyalty is also advantageous for the consumer. When discovering a reliable e-commerce, with quality products and fair prices, good service and on-time deliveries, he does not wear out and starts to see that store as a reference. This generates trust and credibility that the company serves you in the best way

    In this scenario, two elements are fundamental to ensure the loyalty process: deliveries and prices. It is interesting to know some essential strategies to strengthen these operations, especially in the virtual environment

    1) Investment inlast mile 

    The final phase of delivery to the consumer is one of the keys to ensuring a good experience. In a company with national reach, for example, it is essential to establish partnerships with local organizations, that can handle deliveries in a more personalized way. Furthermore, one tip is to promote exchanges and training with regional delivery personnel so that the package arrives in perfect condition and with the brand's identity. Finally, this strategy still lowers costs and reduces shipping to the consumer, bringing a solution to one of the main pain points of the online sales market today

    2) Packaging

    The moment of packing the product is important. Treat each delivery as unique, taking into account the packaging needs and peculiarities of each item is essential to ensure proper handling. Furthermore, customizing deliveries with personalized touches makes a difference, like handwritten cards, sprays of perfume and sending of gifts

    3) Omnichannel

    Relying on data tools and thorough and careful analysis is essential in a venture to bring this experience to the consumer. The benefits are numerous. Firstly, there is more assertive communication and smarter strategies when we implement theomnichannel, since the user has a unified experience online and offline. The service becomes even more personalized and accurate

    4) Marketplace

    The entry into a broader environment of offerings allows for varied shopping options. In this way, it is possible to meet the most diverse needs of the public, bringing alternatives for all tastes and styles. Today, the tool has become essential for e-commerce. It is necessary to offer diverse options, with assertive solutions for the demands of the public, as well as focusing on different offers with low price options

    5) Inclusion

    Finally, thinking about inclusive platforms enables democratic service and reaches an even larger audience. Offer purchases by phone or WhatsApp, as well as providing personalized service to people through customer service are very commonly used alternatives today

    Marketplaces in Brazil register 1,12 billion accesses in May, second report

    E-Commerce Update
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    Marketplaces in Brazil register 1,12 billion accesses in May, second report

    The month of May recorded the second highest number of accesses in marketplaces in Brazil this year, according to the Report on E-commerce Sectors in Brazil, produced by Conversion. Throughout the month, Brazilians accessed 1,12 billion times sites like Mercado Livre, Shopee and Amazon, ranking just behind the month of January, when there was 1,17 billion accesses, driven by Mother's Day

    Mercado Livre leads with 363 million accesses, followed by Shopee and Amazon Brazil

    Mercado Livre maintained its leadership among the most accessed marketplaces, registering 363 million accesses in May, a 6 increase,6% compared to April. Shopee came in second place, with 201 million visits, showing a growth of 10,8% compared to the previous month. For the first time, Shopee surpassed Amazon Brazil in the number of accesses, that came in third place with 195 million accesses, an increase of 3,4% compared to April

    E-commerce revenue maintains growth trend in May

    In addition to the access data, the report also presents information about e-commerce revenue, obtained by Conversion from the Valid Sale data. In May, the revenue followed a growth trend, as well as the number of accesses, registering an increase of 7,2% and maintaining the trend that started in March, driven by International Women's Day

    Positive outlooks for June and July, with Valentine's Day and winter vacation

    The expectation is that this growth trend will continue in June, with Valentine's Day, and may possibly extend until July, with sales for the winter holidays in much of the country. Brazilian marketplaces demonstrate solid and consistent performance, reflecting the growing adoption of e-commerce by consumers

    Betminds launches first season of "Digital Commerce" – the Podcast

    E-Commerce Update
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    Betminds launches first season of "Digital Commerce" – the Podcast

    A Betminds, marketing agency and digital business accelerator focused on e-commerce, announced the launch of the first season of "Digital Commerce – the Podcast. The new project will bring together professionals from the leading brands in Curitiba to discuss, in a relaxed way, relevant topics in the world of e-commerce, as performance marketing, management, logistics, industry and retail, in addition to the main trends in the sector

    The goal is to foster relationships and share insights

    Tk Santos, CMO of Betminds and host of the podcast, highlighted that the main objective of the project is to "promote the relationships of those who work with e-commerce in Curitiba, showing the great cases of the city. Furthermore, the podcast aims to "bring insights and trends for managers to make their operations more efficient"

    Rafael Dittrich, CEO of Betminds and also host of the podcast, he added: "In the day-to-day of e-commerce, we end up focusing only on operations, and the idea of the podcast is to bring this perspective of what managers are doing in their routine that could be a solution for other businesses"

    First episode discusses hybrid e-commerce and marketplace strategy

    The premiere episode of "Digital Commerce – The podcast featured a special appearance by Ricardo de Antônio, Marketing and Performance Coordinator at MadeiraMadeira, and Maurício Grabowski, E-commerce Manager of Balaroti. The topic addressed was "Hybrid bet of e-commerce and marketplace", where the guests discussed the main challenges of operating their own marketplace alongside a traditional online store, as well as the ideal moment to make this transition in the business model

    Upcoming episodes will feature industry experts

    For the upcoming episodes, the participation of Luciano Xavier de Miranda is already confirmed, E-commerce Logistics Director of Grupo Boticário, Evander Cássio, General Logistics Manager of Balaroti, Rafael Hortz, E-commerce Manager at Vitao Food, and Liza Rivatto Schefer, Head of Marketing and Innovation at Vapza Vacuum Packed Foods

    Interested parties can check out the first episode of "Digital Commerce – the Podcast on Spotify and YouTube

    Online stores should invest in ERP, says the specialist

    E-Commerce Update
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    Online stores should invest in ERP, says the specialist

    According to an analysis by the Brazilian Association of Electronic Commerce (ABComm), Brazilian e-commerce is expected to reach a revenue of R$ 91,5 billion in the second half of 2023. The report also indicates that sales in the sector are expected to increase by 95% by 2025. At a global level, the Global Payments Report, released by Worldpay from FIS, projects a growth of 55,3% in the next three years for the segment

    Matthew Toledo, CEO of MT Soluções, company that offers solutions for e-commerce, believes that the increasing adoption of online shopping by Brazilians will boost business in the sector. In this sense, according to Toledo, an ERP (Enterprise Resource Planning, in the English acronym – Integrated Management System, in Portuguese) is one of the elements that can assist in e-commerce practices

    A good ERP can assist in the entire management of a business, organizing information and data that are essential within the work routine of a manager, affirms Toledo. The ERP helps with inventory control of the store, financial control, issuance of invoices and payment slips, registration of customers and products, among others, complete

    Evolving ERP tools and strategies

    According to the CEO of MT Soluções, the tools and strategies of ERP have evolved in recent years, seeking to include all company control in a single integrated management system. "Among the next steps for improvement, ERP platforms have been seeking to improve their technologies and listen to 'those who really matter', what are the retailers, says Toledo

    "The proof of this is that organizations brought their product teams to the three largest e-commerce events that took place in Brazil this year". It is noted the openness and respect towards Brazilian entrepreneurs so that, in a short period, "news and improvements appear on these platforms", concluded the expert

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