In recent years, e-commerce has shown accelerated growth around the world. In Brazil, by 2024, online sales are expected to exceed R$ 350 billion, driven by the increase in the number of digital consumers and the greater frequency of purchases.
This scenario of continuous expansion leads us to an important reflection: What is the next step for my e-commerce? But the most important question to answer is: do you have a well-defined strategy for your e-commerce? Without this solid foundation, it is impossible to plan the scalability of the business efficiently.
Having a clear strategy is like having a map that guides decisions and sets priorities. This is what makes sustainable and competitive growth possible. But before taking the next steps towards expansion, the starting point must be a careful analysis of the current operation. Understanding strengths, identifying weaknesses and mapping out opportunities for improvement are indispensable steps in building a successful e-commerce trajectory.
Importance of KPIs
In order to scale an e-commerce business efficiently, it is essential to carry out a detailed analysis of the main performance indicators, the famous KPIs. This data acts as a complete X-ray of the operation, highlighting bottlenecks that may be limiting growth and directing efforts to the areas that really make a difference.
Among the most relevant KPIs (apart from DRE) to monitor in your e-commerce operation are:
Conversion rateThe "visits" indicator: measures the extent to which the site manages to turn visits into purchases.
Average ticketThe average amount spent per customer on each order.
CAC (Customer Acquisition Cost)The average cost of winning a new customer.
LTV (Lifetime Value)calculates the total value generated by a customer throughout their relationship with the brand.
Logistics reverseThe "returns management" system: measures the costs and efficiency of returns management.
Items per orderThe average number of products purchased per transaction.
OTIF (On Time, In Full): evaluates the delivery of complete orders within the stipulated timeframe.
Contact rateThe percentage of customers who need to contact Customer Service to resolve issues is monitored.
Analyzing these indicators in depth allows us to understand the real performance of e-commerce and make strategic decisions that have a direct impact on results. After all, an action plan based on data is the basis for identifying opportunities and prioritizing changes with a focus on sustainable growth.
After analyzing the KPIs, the next step is to use this data to identify bottlenecks and implement a strategic plan to overcome them. Among the various possibilities, expanding the product portfolio stands out as an effective solution for attracting new customers and increasing the average ticket. Here are some tactics that can make a difference:
Creating kitsCombining complementary products in a single package not only increases perceived value, but also encourages higher value purchases.
Use of CRM for repurchaseCustomer relationship management tools make it possible to segment the base and send personalized offers, increasing the chances of loyalty.
Productexclusive or pre-sales: Offering items that can only be found in your e-commerce helps to differentiate the brand and attract consumers who are looking for something unique.
Additional servicesOptions such as extended warranties, technical assistance and product customization add value to the customer experience and strengthen the bond with the brand.
With these strategies, your e-commerce not only delivers differentiators, but also positions itself more competitively in the market, ready to grow sustainably.
Invest in experience
Customer experience plays a fundamental role in the success of any e-commerce business, and the adoption of innovative technologies can take this experience to a new level. The use of artificial intelligence in customer service, with chatbots and virtual assistants, not only reduces costs, but also speeds up service. Personalized recommendation systems, which suggest products based on the customer's history, increase conversions. Predictive analysis tools, on the other hand, help to optimize stocks and avoid stock-outs, providing a more efficient and satisfying purchasing journey.
Essential points for growth
Having a robust e-commerce platform is crucial to supporting increased traffic and sales. It's important to focus on a few key points:
Fast chargingSlow websites compromise the user experience and have a negative impact on SEO.
SEOInvesting in search engine optimization is fundamental to guaranteeing organic visibility.
Buying journey: Simplifying the purchasing process helps to reduce cart abandonment rates.
Logistics is a happy customer
Logistics, essential for e-commerce, can be a decisive differentiator in customer satisfaction. Staff productivity is key to ensuring logistical success, and initiatives such as training and automation boost operational efficiency. Strategic freight negotiations, with competitive terms and attractive costs, meet public expectations. In addition, well-structured processes minimize errors, optimize flows and speed up deliveries, ensuring a more agile and efficient operation.
The market is growing
Scaling an e-commerce business requires planning, execution and constant monitoring. By developing a well-defined strategy, based on careful analysis of KPIs and the adoption of good practices in products, technology, platform and logistics, it is possible to achieve significant results and sustain growth over the long term.
The e-commerce market is in full swing. In order not to be left behind, you need to act quickly and precisely. Is your brand ready to take the next step?
