In 2024, Brazilian e-commerce grew 10,5% compared to the previous year, totaling R$ 204,3 billion raised. In total, the number of online buyers in the country reached 91,3 million, according to data from the Brazilian Electronic Commerce Association (ABComm). This scenario shows us that online sales are an expanding market, where there is opportunity for growth in various segments. However, the adoption of the wrong strategy can compromise e-commerce sales results. Hygor Roque,Brand and Partnership Director at Uappi, company specialized in e-commerce, explain what the main mistakes made by companies are and how to avoid them.
Main mistakes in e-commerce
A survey by the Baymard Institute indicates that the average cart abandonment rate in e-commerce is 69,57%, given that the main reasons include high additional costs (49%), the need to create an account (24%) and a complex checkout (18%). Check the main factors that can frustrate the online sales strategy, according to Roque
Treat the site as a parallel sales channelthis is the most common mistake among companies. Many treat e-commerce as a parallel channel and not as a real business, what leads to strategic failures, as a lack of investment in traffic, little attention to user experience and absence of a clear brand positioning, detail
Wrong technologywhen making the investment, some companies opt for cheaper platforms, that end up being expensive in the medium term: "They end up being limited and requiring dozens of additional integrations, increasing the real cost of the operation, evaluate Hygor.
Lack of audience investmentmany brands build a digital trajectory completely dependent on paid media, without investing in audience and recurrence, what weakens the business and makes it less sustainable. The truth is that selling online requires a professional approach, with customer acquisition strategy, a well-planned structure and an efficient shopping experience. Those who ignore these factors end up turning e-commerce into a problem, and not in a solution for brand growth, concluded the expert.
Hide extra coststhis is the main reason for cart abandonment. Unexpected extra costs, such as high freight or additional fees, must be present from the beginning of the consumer journey. The ideal is to be transparent from the beginning, informing the total cost on the product page or offering shipping simulation before checkout, adds Hygor.
Need to create an account to purchasethis drives away many consumers. The checkout should be quick and smooth. Consider offering the option to checkout as a guest, this can significantly improve the conversion, explain. Furthermore, make the payment process more difficult, it can also generate cart abandonment. Simplify forms, reducing the number of mandatory fields and offering multiple payment options are effective ways to reverse this scenario, evaluate the specialist.
Lack of well-elaborated information about the productThe online consumer cannot touch the product, to try or ask questions to the seller at the time of purchase. All he has to make his decision are the descriptions and images from the website. If this information is vague, generic or incomplete, the chance of abandonment increases considerably, explain. It is important to invest in detailed descriptions, that answer the most common customer questions and highlight the product's differentiators. The images must be high quality and show the product from different angles. If possible, include videos. In the descriptive part, the company must provide all relevant technical information. The more information the brand provides, the fewer objections the consumer will have the greater the conversion will be, concludes.
Evaluations that should be made before investing in e-commerce
Although most companies are focused on business expansion, through online sales, not all businesses are ready for this step. Before launching an e-commerce, it is important to assess whether there is demand for this online purchase of brand products, if the company has the structure to carry out inventory logistics and real-time service, in addition to assessing the remaining profit margin if it is necessary to make investments for sales via e-commerce. Even analyzing all these points, after starting, many companies make mistakes that can compromise results and profitability, if they are not well calculated
