E-commerce has never had so many technological resources available as now. From AI-based solutions to marketing automation, passing through chatbots, real-time data analysis and intelligent logistics systems. The sector is experiencing a period of rapid evolution. And the data proves: according to Nuvei, the e-commerce sales should jump from US$ 26,6 billion from 2024 to US$ 51,2 billion in 2027 – a rise of 92,5% in the period, what is driven by the advancement of digital transformation and the growing desire for personalization in the shopping journey
But in front of so many options, surgir a pergunta inevitável quais ferramentas realmente valem o investimento? In times of tight margins, marketing directors, tecnology or innovation should adopt a profitability-centered approach. That is to say, the priority is to protect thelinha de fundo — that last line of the financial statement that reveals the company's profit. In this sense, the choice of new technologies should be directly linked to the measurable impact they generate on the business
Many companies make the mistake of investing in tools that do not align with their operational reality or are implemented hastily and without planning. The result? Overloaded times, dados descentralizados e uma série de processos emperrados que dificultam a tomada de decisão. Therefore, a more effective way — especially for small and medium enterprises — é escalar com estratégia: adotar uma tecnologia de cada vez, focusing on solving real and specific problems.
This approach allows precise tracking of the impact of each solution, making adjustments whenever necessary. Besides conserving resources, this strategy promotes an increase in return on investment (ROI) and reduces the risk of waste
Another important point is the suitability of the tools to the local context. It is common for Brazilian companies to adopt solutions recommended by international headquarters that, although globally consolidated, do not fit into Brazil's regulatory and operational processes. This incurs high costs in dollars, non-return proportional. In these cases, the local manager needs to take a more active role and demonstrate that solutions developed by national companies can be more effective, faster and more financially viable
It is important to highlight that seeking efficiency does not mean abandoning innovation. Chatbots, for example, são soluções comprovadas na redução de custos com atendimento, with the potential to cut up to 30% of these expenses. However, automation should be used in moderation — excess can lead to the dehumanization of the customer experience. Therefore, the planning is as essential as the tool itself
In the same reasoning, the architecture modelcomposable, que permite combinar diferentes ferramentas para criar soluções personalizadas, is extremely promising — as long as it comes with clarity of objectives and digital maturity. Following this logic, the ideal is to seek solutions that meet multiple needs with the smallest possible number of contracts. This reduces the integration effort, simplify management and improve operational efficiency. Solutions focused on the customer experience — como plataformas de personalização e automação de marketing — they usually deliver feedback more quickly. Already more robust technologies, como análise preditiva e sistemas de otimização logística, can be adopted in later phases, as the business matures
In summary, technology should be a lever for growth, not a financial or operational burden. The secret is in making conscious choices, based on data, objectives clear and in the actual operation of each company. Not everything available on the market is applicable to all businesses. The important thing is to identify what truly moves the indicators and, from this, grow with intelligence
