E-commerce is critical for any type of business in 2022

We have lived long enough during the last two years to understand that digital is part of Brazilian life. Not only that, but it also became clear that digital strategies pay off — just look at all the big brands and how much they invest in the area. This includes a number of actions, and one of the most important points is online retail.

THE e-commerce had already grown by more than 70% in 2020, according to the MCC-ENET index, and generated a turnover of BRL 87 billion, according to Ebit/Nielsen. In 2021, the first half has already broken records, reaching R$53.4 billion in sales, according to data from the most recent Ebit/Nielsen report to date. In terms of number of orders, this figure corresponds to about 100 million.

So, in addition to more people discovering the advantages of virtual shopping, consumers who already knew stayed active. Following this inclination, the market’s expectation is that growth will continue, even if timidly.

The fact is that the success of e-commerce does not only depend on the social isolation that the pandemic forced us to adopt, as much as this was a great kick.

The virtual stores were already well underway and with loyal customers, and the “secret” is precisely loyalty. E-commerce does not usually back down, as it has a dedicated and, in a way, even attached audience.

All this potential was heavily exploited over the past year, resulting in high-impact actions, from investments and acquisitions to logistical initiatives. Some examples are the inclusion of the SEDEX Hoje service by Correios, which offers delivery of orders on the same day as delivery; the purchase of KaBuM! by Magalu in a billion dollar transaction; and Carrefour’s plan to dedicate up to €3 billion to the e-grocery sector.

Fonte: Shutterstock

Now, in 2022, some trends help the market to think of strategies to follow the natural evolution of e-commerce. Among them are:

mobile shopping

Continuing with the latest Ebit/Nielsen report, the first half of 2021 showed that more than half of the number of e-commerce orders in Brazil (as well as billing) were made via mobile devices. In other words, stores and marketplaces optimized for mobile access are necessary to guarantee at least half of the results.

Various payment methods

Although some more traditional means of payment remain strong and must be maintained, the digital environment allows a variety of options that, increasingly, is expected by the consumer. According to a survey by Opinion Box in partnership with Banco BS2, 74% of entrepreneurs identified Pix as the main method used by consumers, even above credit and debit cards.

It is worth remembering that Pix has only been around for a little over a year, which shows how easily a novelty can spread. I also recommend keeping an eye on eWallets, or digital wallets — places where you can store money and carry out transactions exclusively at the store in question. C&A C&A has already introduced this possibility with C&A Pay, for example.

Omnichannel and Multimedia

The internet is a field of competition and it is difficult to be noticed. The best way to start standing out is with omnichannel strategies. In short, it’s how to make the company everywhere: on social networks, in Google ads, on the website and even in physical locations. If there is a physical store, take advantage of it also to promote e-commerce, this can bring great combined results.

It is also a good idea to take advantage of multimedia channels to make yourself present in different ways, such as video, image, text, audio and whatever else you can.

Technology: IA and RA

Speaking of competition, some differentials have the potential to leverage e-commerce, and trends across retail point to the use of technology. In this case, it is worth paying attention to artificial intelligence (AI), with possible applications in communication and personalization of experience; and also for augmented reality (AR), which allows the user to visualize the products in a hitherto unheard of way. This particular solution has been observed in clothing stores and home supplies stores such as paints, mainly.

Other trends are emerging and should continue to appear throughout the year, especially within specific segments. But regardless of the news that make sense for one or another target audience, we already know that e-commerce is essential for retail as a whole. Brazilians have already become a frequent adept of online shopping – all that is needed is for companies to keep up with the same pace.

André Palis, a columnist for TecMundo, worked at Google before starting his own business. He founded Raccoon in 2013, in São Carlos, an important technology hub in the State of São Paulo, and in 8 years he acquired the portfolio of major market players, such as Vivara, Natura, Leroy Merlin and Nubank. In 2013, he noticed a gap in the digital market, resigned from Google and, alongside Marco Túlio Kehdi, founded Raccoon, a full service agency that acts as a strategic partner throughout the digital chain. In 2021, Raccoon underwent a merger process and is now part of the global holding company S4 Capital and in 2022 it changed its name to Raccoon.Monks

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