Tenerity executive points out what the online sales trends will be for 2024
Apparently, online sales are expected to continue growing in 2024. According to data from the Brazilian Electronic Commerce Association (ABComm), the sector expects to have a turnover of R$ 205.11 billion, which represents an increase of 10 .4% compared to 2023.
Among the main themes of impact for the year are online advertising strategies and the use of artificial intelligence and, for Eduardo Esparza, VP General Manager of Tenerity in Iberia and Brazil, it will be necessary to invest in approaches that increasingly attract consumers .
“Digital advertising, through methods such as Retail Media, creates possibilities to reach customers and generate extra income for stores. This approach is among the most relevant themes for online retail in 2024. With such a favorable scenario, Brazilian e-commerce, it is essential that advertising is part of businesspeople’s plans next year”, explained the executive.
According to the company, there are some points that promise to guide e-commerce strategies, such as retail media. For the executive, the strategy allows companies to monetize advertising spaces within their platforms.
Eduardo also highlights that understanding the consumer profile is essential for building a loyalty process.
“Personalization continues to be crucial and is increasingly improved with the use of Artificial Intelligence (AI), a tool responsible for recommendations and specific offers, which is why business owners need to delve deeper into the topic. In a new purchase, the customer has the possibility of finding other products that fit your profile of needs and desires”, stated the VP of Tenerity.
Another highlight is omnichannel, which represents the integration between physical and digital channels.
With the strategy, customers can be served on social media, emails, SMS or in the physical store with coupons, offers and other actions that strengthen the presence of online retail.
“The actions of digital and physical media do not need separate movements. In fact, they require the greatest possible integration. The consumer needs to be served and perceive advantages in any channel that wants contact with the store. This connection enhances the power of communication in more diverse platforms”, highlighted Esparza.
Finally, the executive also highlighted purchases made via cell phone as a trend for the sector. According to ABComm, 55% of transactions made in 2022 were made on mobile devices.
For 2024, the average ticket amount spent by Brazilians on online purchases is expected to grow from R$470 to R$490 in 2024.
“Purchasing power and how consumers are carrying out these transactions can be valuable information for retailers’ planning. There is a growing demand, which is learning to search and select its products better. Our challenge, as e-commerce specialists, is to understand This movement is to create a favorable environment for both businesspeople and customers”, concluded Eduardo.
