The most important date for revenue in the online market is approaching and for this day to be profitable for businesses, a lot of planning, strategy, good practices and action is needed. Recently, Opinion Box and Octadesk released a survey called "E-commerce Trends 2025", in which 2,000 Brazilians took part. In this survey, 88% of those interviewed said that they shop online at least once a month, of which 15% shop several times a week. 

This data reinforces the growth and strength of online sales, and emphasizes the importance of planning for Black Friday, which is the biggest retail date in the world. Many companies start organizing and structuring their campaigns for Black Friday right after Father's Day, while consumers start their research during this period, or even a few months before, to compare prices.  

Consumers want to buy and companies want to sell 

For Black Friday to show good results, it is essential that the pillars of e-commerce are connected and their practices aligned. Starting with the technological side, it is crucial that the platform on which the virtual store is hosted supports the volume of accesses during the sales period, uses a cloud infrastructure to ensure scalability and that the site's usability is suitable for both desktop and mobile versions. Technological tests are essential. 

Another important point is the use of data protection and anti-fraud systems, which prevent hacker attacks on e-commerce and guarantee the security of customer information. This issue also generates fear among consumers. In the "E-commerce Trends 2025" survey, 91% of respondents reported that they stop buying online for fear of e-commerce fraud. In addition, it is essential to have a well-structured and trained customer service team, as the volume of sales is higher during Black Friday, and increased contact with brands is inevitable.  

Logistics is one of the pillars of Black Friday's success, especially since online purchases are delivered directly to consumers' homes, who increasingly want agility with Same Day or Next Day delivery formats and efficiency that results in repurchases on other dates, as well as significant numbers in NPS surveys. It is through logistics that orders are confirmed, go through the picking process (separation of products in stock) and packing (packaging of goods for shipment to the consumer). During this period, when a high volume of sales is expected, it is essential that stocks are properly organized - systematically, physically and completely.  

Also within this pillar, it is essential to have the structure to ship orders on time. Remember: the sale is only complete and successful when the customer receives the product without having any negative experiences throughout the process, from accessing the e-commerce site to delivery and receiving the item in perfect condition.  

Marketing strategy is an essential pillar on Black Friday

Above, we discussed the pillars of e-commerce, but marketing is also a fundamental part (it can be done in a boosted or organic way). Normally, companies create a specific strategy for Black Friday, using targeted campaigns for the most famous e-commerce date. In this period, creating campaigns throughout the month can be advantageous, but care must be taken not to "burn cartridges" before the official date.  

Marketing is also crucial when it comes to customer loyalty, because it's based on a good experience that they come back to buy via e-commerce. Betting on exclusive discounts, giving away gifts and building a cross-channel media strategy is a very important differentiator on this date.  

Black Friday is a period marked by a significant increase in sales, purchases and innovation. That's why it's essential for companies to be attentive to trends, offering attractive offers and varied options to consumers during this time in order to guarantee good results. The months leading up to Black Friday are a strategic time to analyze what worked in previous editions, adjust what didn't work and start planning to build an increasingly successful Black Friday. Companies that apply these pillars effectively will have a better chance of standing out and achieving better sales results.