Lack of repetition is still an obstacle for the e-commerce sector in Brazil

With revenues of 53.4 billion BRL, Brazilian e-commerce broke sales records in the first half of 2021. This is what the 44th edition of Webshoppers shows, a report prepared by Ebit Nielsen and carried out in partnership with Bexs Banco. Growth of 31% compared to the same period last year.

Photo: DINO / DINO

Also, according to the study, the half-year result is the effect of an increase in the number of orders of 7% in the total amount of 100 million BRL in purchases, which is the result of an increase in the average ticket of 22%, which amounted to 534 BRL.

According to a survey by Webshoppers – a report on Brazilian e-commerce – at least 17% of consumers made their first online purchase this year. On balance, a significant percentage of these customers expect to continue shopping through virtual stores from now on.

As a result, Brazil has established itself in the list of countries with well-developed e-commerce, as evidenced by the analysis of eMarketer – a market research company -; according to the report, which compares the “top 10” countries that have generated the most e-commerce in the past few months, the country reached the seventh position, ahead of nations such as Spain, the United Kingdom and Thailand.

From the perspective of Ícar Cardoso, CEO of Sou Guia – a company that works with tourist itineraries -, the figures show that Brazilian e-commerce has reached the projection as a result of the Covid-19 pandemic, when the habits of millions of people have been changed. modified by measures of quarantine and social isolation.

“The health crisis has brought about the long-awaited digital revolution. Now consumers are expected to continue shopping online, as research suggests. The outlook is encouraging, but despite this, there are challenges that digital entrepreneurs will have to face. They are the so-called unique customers “, he says.

E-commerce: how to increase the percentage of regular customers?

According to a report by Neotrust, one of the main sources for those working in the digital market, there was a 43.9% increase in the number of unique consumers, with 22.8 million customers. Maintaining a high percentage of these unique customers is one of the main challenges of digital business because it reflects the conversion difficulties that companies still have.

“Unless the focus of your business is a one-time purchase, a low rate of repeat customers can be quite a problem. In this case, you need to do a detailed analysis of your company, since the sheer number of unique customers creates problems evidently due to a poor purchase experience on the first visit and, in some cases , the result of a site that doesn’t offer good products or services,” explains Cardoso. Yet, putting it “at the tip of a pencil,” according to the company’s CEO Sou Gui, it costs much less to retain a customer than to attract and win a new one. In addition, it allows for predictability in billing, which is why it should be the focus of every business manager. In his opinion, an alternative would be to review and analyze the purchases of regular customers. “What made these customers keep coming back? This can be the key to directing new actions to retain consumers,” he points out.

In the case of e-commerce, there are several opportunities to acquire repeat customers, especially at a time when this niche market is growing above 30% and has billions in revenue. “Developing digital marketing campaigns, defining a communication routine, understanding the mix of products and services and their frequency, adjusting sets and promotions, categorizing products and services with certain filters, working on an active after-sales service and offering effective payment solutions are, today, more than strategies. They are the basic conditions for staying on the market,” warns Ícara.

The cashback model has given positive feedback when it comes to retaining and attracting new customers. WhatsApp, for example, recently announced that it will work with a model for those who pay through the application. Ícara also comments on the implementation of the strategy in Sou Guia, “with the great variety of options that customers find in the market today, we have to look for the difference at all times. We will, for example, start with the sale of tickets and the distribution of Coupons , where the person who makes the purchase receives cash back for all purchases on the platform. As entrepreneurs, we saw in the program a way to reinvent ourselves even more,” he concludes.

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