The publishing market has experienced significant growth in recent years. The arrival of TikTok in Brazil boosted this movement, as young users of the app began to publish videos on various topics, including books. Terms such as "booktokers" and "bookinfluencers" have become commonplace, referring to influencers and celebrities who dedicate their content to the literary world. This influence has stimulated interest in reading among young people and opened up new opportunities for authors and publishers to connect directly with their target audience.
A generation Z plays a key role in many market sectors today. Young people, who spend more time on the app, consume the content and take the opportunity to influence their friends to also start consuming and engaging with the same content. As a result, they end up launching "trends" which are the hottest trends of the moment and are a huge hit both inside and outside the app, generating more purchases and demand for the products that this generation consumes, leading to sales in various sectors, including e-commerce.
As a result, the publishing market has expanded considerably, leading publishers to increase their sales and invest in e-commerce to better serve their customers and satisfy consumer demands.
In 2023, sales in the publishing market in Brazil amounted to approximately R$2.52 billion, with around 54.4 million books sold, registering a slight drop of 0.78% compared to 2022. In the e-commerce sector, turnover in 2023 reached R$186 billion, according to data from the E-commerce Brasil portal. Although the specific data on the publishing market's turnover in e-commerce is not detailed separately, it is clear that the sale of books contributes significantly to the total profits in this segment.
An example of a lucrative turnover in the book market within e-commerce took place during the Black Friday 2022. The publisher Darkside, a specialist in the Dark book segment (true crime, suspense, horror, comics and fantasy), has adopted a strategy with the Social Digital Commerce and played a key role in the management, logistics and sales strategy during this period, developed through the Digital Management hub. The result was more than 10,000 books sold that were delivered over four days of Black Friday, a historic milestone for literature. Black Friday 2023 was also an example of rich sales, where the brand exceeded more than 10,000 orders, totaling 38,000 items sold during the entire month.
As a result, it is possible to foresee an ever-increasing growth in the publishing market, with publishers and bookstores investing more and more in e-commerce to boost sales and provide a differentiated and satisfying customer journey.
