Therevenue of Brazilian e-commercein 2024 surpassed 200 billion reais, according to data from the Brazilian Electronic Commerce Association (Abcomm). The growth of more than 10% compared to the previous year is an indicator of new realities in purchasing behavior and in the way online stores communicate with the consumer, with a focus on the role of Artificial Intelligence (AI) in personalizing the shopping experience, driving force behind sales growth and customer loyalty.
By 2025, the expectations are even higheraccording to data from ABComm, it is expected that the revenue of online stores in Brazil in 2025 will exceed R$ 234 billion, representing a growth of almost 15% compared to the previous year, with an average ticket of R$ 539,28 and an increase of three million new buyers
In a scenario of high competitiveness and increasingly demanding consumers, AI has emerged as an indispensable tool for the success of e-commerce Uma pesquisa realizada pela Ebit/Nielsen revela que 7 em cada 10 lojas virtuais no país já usam algum tipo de recurso de inteligência artificial, how data analysis and automation deliver a more personalized and accurate experience to your customers.
Among the companies surveyed about the results of the use ofAI in e-commerce, the edrone, specialized platform in marketing automation and CRM, presented interesting data on the impact of its solutions on its clients' revenue. According to data from edrone, automation tools were responsible for approximately 20% of the total revenue of their partner online stores in 2024, resulting in extra sales generated from actions such as abandoned cart campaigns, customer recovery and post-purchase promotions. One of the most notable automations was the recovery of abandoned carts, that achieved an open rate of 25% and a conversion of 1,60%, helping to reduce the loss of sales that would normally occur in incomplete transactions
Furthermore, personalization was one of the main factors that drove sales. In a CRM platform like theedrone, the use of data for precise segmentation has enabled more effective marketing campaigns. Post-sale automations generated open rates of 43,7% and conversions of up to 1,86% in offers with discount coupons and cross-selling tactics. We were surprised by the results achieved, especially in increasing sales and customer loyalty. It is evident the difference in performance of clients who use customized automations, how to recover carts and segmented campaigns. They are able to not only optimize their operations, but also create stronger connections with consumers, generating expressive and sustainable results.”, shares Ana Luiza Zaroni, support team manager of edrone.
AI and automation help to sell more on special occasions
The commemorative dates are also expected to be even more impactful on e-commerce revenue in 2025, mainly for retailers who adopt artificial intelligence in their operations. НаBlack Friday 2024 at ArtStone, leader in the Brazilian market for natural stones and accessories for semi-jewelry, earned more than R$ 75 thousand in just one day, combining newsletter campaigns with three marketing automations from edrone, achieving an overall revenue in the month of November 52% higher than in the previous month
With such an extensive and strategic campaign, we needed a robust platform that would allow us to segment the audience, automate shots and track results in real time. The fact that there is no limit on shots allowed us to maintain active and consistent communication throughout the entire event, without having to worry about additional costs. The tool helped us create clear and targeted communications, ensuring that our clients were always informed and engaged."shares Alan Matheus Perez", marketing director of ArtStone.
With the expectation that the volume of online orders in 2025 is expected to grow by 5%, totaling 435 million purchases, the adaptation to these new technologies and trends will be essential for retailers to remain competitive. The year 2024 was marked by artificial intelligence as one of the biggest drivers of sales and, with the continuous evolution of these tools, the impact of AI on online sales is expected to intensify even further in 2025, helping brands deliver faster shopping experiences, customized and connected
"A new bet from edrone is the creation of"dynamic email subjects, according to the behavior of each user. Thus, the same campaign will have various forms of communication, targeted for each type of customer, all of this automatically with the help of Generative AI, anticipates Ana Luiza
