Online retailer should run for 27 mi new customers

São Paulo-to supply the entry of 27 million new customers until 2021, the Brazilian retailing need to chase the time lost with the crisis and raising investments in technologies and new categories in order to bolster the demand for increasingly discerning consumers out shopping.
Over the next five years the industry will have to deal yet – in addition to the new buyers-with the increase in the number of categories sold and implement features that facilitate the relationship between the consumer and retailer, heading toward the multicanalidade of business in operation.
With this evolution, according to a survey produced by Google, in 2021 the impact retail web modal skips over 70% of what it is currently, and will reach 42 percent of purchases made impact in the country, which would mean more than 365 R$ billion in sales.
"These are some factors that will contribute to achieving a maturity in e-commerce, as we see in countries where e-commerce is more advanced, as in the United Kingdom or United States," says the Manager of retail insights from Google and one of the study''s coordinators, Carol rock.
According to the Executive, to reach about maturity, e-commerces Brazilians will need to invest in improving their relationships with customers, and so they would leave the main factor of conversion not buy back: mistrust.
"The great marketplaces Brazilians have great technology and services adapt the sites to access via smartphone won''t be a problem. What they really need is to work the buyer confidence. In Brazil, we still have that barrier that no longer see in mature markets, "he says.
The marketplaces, including, should help you cross this barrier, since it can be used for smaller shops to expose their products, which increases client confidence.
According to the survey of the search engine, the rise of the marketplaces should help make the mix of categories if diversify until 2018, when clothing, footwear and food will represent 25% of sales in e-commerce. Today, the index is 11%.
In the Palm of your hand
Another focus of the investment shall be the advancement of online pages to access via mobile. According to Google, in 2021, 41% of purchases are made through these devices, while this year the m-commerce, as it is called, some 19% of all that is sold online. To give you an idea, in the United Kingdom, 51% of purchases on the internet are conducted by mobile devices. In the United States the rate is 33%. "The solution for online shopping via mobile device is one of the most inexpensive and simple to invest, mostly if thought of in the expansion of the business," says retail expert and CEO of GS & COMM, Ricardo Michelazzo.
Average ticket
The influence of the internet on selling goes beyond transaction, according to Google, and also impacts the value of the purchase. It is estimated that consumers will shell out up to 40% more omnichannel by purchasing products on the web, compared to traditional retail customers.
According to the survey, respondents who had acquired some of the main items sold at retail, the average customer spending was R$ multichannel 1,115, while the single spent R$ 796.
The study also highlights that, in 2016, R$ 1.6 trillion expected to be moved by the Brazilian retail, R$ 228 billion will be directly impacted by the internet, either via research or purchase of fact.
"The focus of the networks now is to increase productivity and sales conversion, in addition to the increase in the average ticket. That should guide the investments, mainly in this post-crisis period, "says Michelazzo.
Online
Passed the economic instability, the retailers that operate in Brazilian e-commerce must accelerate their investments so that the numbers from Google if you do real.
To Deprive, largest online Country outlet, bet soon in a messaging application to "talk" to their customers. "Our goal is to facilitate the service and our relationship with the client in the channels in which he''d prefer. For this, we must invest in chatbots, which allow custom interactions ", admits the head of marketing of Privalia, Debora Capobianco. Without giving figures, which will be invested in the project, she says that next year the company should launch a new development in this area.
Another focus of the investments of the company is the marketplace, according to Debora, serves as a platform to other stores. "It is common that the brands entering the e-commerce through Privalia and then develop their own e-commerce. We are a showcase for them, "says the Executive to the DCI.
Offline
Aware of the need to upgrade, the popular retail chain Armarinhos Fernando does not intend to be left out of the internet for a long time. "We offer a range of almost 200,000 items and have a variety that big in the e-commerce is a big challenge. However, it is being studied, as is inevitable in a technological world that people have access to the products they like best and they need, without leaving home, "replied the company, after being questioned by the report about not having web store.
"The integration of sales channels is a one-way street. All retailers will focus on it sooner or later. But, of course, in the last two years the concerns of institutions were maintaining box on the crisis. That certainly delayed this type of investment, "says e-commerce specialist and professor at the Faculty of administration of FAAP, Joseph Sarkis Arakelian.
For him, it is possible that in this post-crisis period the stores back to focus their contributions into investments in sales channels, data analysis and relationship with the customer.