Year after year, the e-commerce market demonstrates its strength, consolidating the online shopping environment as a great ally for consumers. Unlike initial concerns about a possible dilution of physical retail, today we know that the two channels can be complementary, especially with the integration of omnichannel strategies, for example.
According to Confi, in 2024, Brazilian e-commerce grew by more than 10% compared to 2023, exceeding a turnover of R$ 200 billion. This turnover is concentrated in around 50% of the audience of ten major platforms, with the top 5 made up of: Mercado Livre, Shopee, Amazon, OLX and Magalu.
Another factor that has added complexity to the market is the consolidation of artificial intelligence (AI) as an indispensable tool for brands wishing to secure a competitive space in this digital ocean. AI has become essential for personalizing experiences, automating processes and optimizing the purchasing journey.
In this scenario, full commerce continues to be a strategic solution for many brands that choose to focus on their core business, delegating the operation to specialists capable of dealing with logistical, multichannel and multicustomer complexity.
Operational challenges in full commerce
Full commerce operations go beyond simply consolidating e-commerce processes. They need to balance the demands of a multi-client and multi-product environment, ensuring sufficient standardization to maintain productivity without compromising the customization needed to reflect each brand's identity.
Examples of this balance include:
- Packaging customizationThe use of ecological packaging for brands focused on sustainability.
- Exclusive calendars: to meet specific promotional dates for different brands.
- Customized shipping methodsThe best way to do this is to implement specific freight solutions for each client, such as exclusive carriers or differentiated options for promotional campaigns.
- Customer service (CX)align service scripts, exchange and return policies, and customized SLAs to ensure that the end consumer's experience reflects the values and identity of the brand being served.
Overcoming these challenges requires a structured approach, in which a well-implemented Process and Quality Management System (QPMS) becomes the foundation for success.
How can a process and quality management system help?
The QMS can be summarized in three main pillars: standardization, monitoring and continuous improvement.
A large part of a full commerce operation takes place in the logistics environment, where operational efficiency is indispensable. The implementation of strategic metrics and KPIs, such as stock accuracy rate and OCT (Order Cycle Time), ensures that processes are measurable and manageable.
A well-structured QMS can, for example, significantly reduce picking times, optimize the use of inputs and even improve the layout of the logistics center, increasing the efficiency of inbound and outbound processes.
QMS challenges in full commerce
The implementation of tools such as BPMN (Business Process Model and Notation) for mapping workflows and the creation of SOPs (Standard Operating Procedures) guarantee uniformity in essential processes such as sorting, packing and shipping.
However, in a multi-product and multi-customer operation, personalization is also fundamental. The big challenge is that without standardization, personalization becomes chaotic and difficult to manage.
With an efficient QMS, customizations follow a controlled cycle: design solution, training, implementation and monitoringallowing full commerce to be agile and flexible without compromising efficiency.
Sustainable and competitive operations
A well-structured QMS not only improves operational efficiency, but also contributes to the viability and sustainability of the business. Standardized and monitored processes reduce waste, optimize resources and increase competitiveness in the market.
Practical examples include:
- Reduction of operational errorsImproving the end consumer experience and reducing rework costs.
- Process automationThe new system: increases scalability during periods of high demand, such as Black Friday.
- Technological integrationsystems such as ERP (Enterprise Resource Planning), WMS (Warehouse Management System), TMS and BI, when well integrated, allow visibility of the operation in real time, facilitating decision-making.
Aligning standardization and personalization in full commerce
In the dynamic and challenging scenario of full commerce, the balance between standardization and personalization is a competitive differentiator. An effective Process and Quality Management System not only simplifies complex operations, but also allows brands to deliver unique experiences to the end consumer.
The main message is clear: viable, sustainable and scalable operations depend on robust processes, aligned with the specific demands of each client.
There is still a lot to be explored when we talk about process innovation and quality assurance in customer service, especially with the efficient use of traditional tools such as NPS and other strategic metrics. These are points I intend to explore in greater depth at a later date, as the subject is vast and full of possibilities.
