Brazil retail sector prepares for Black Friday shifts

As Black Friday approaches, the Brazilian retail sector is preparing for significant shifts in consumer behavior and logistical demands. Research from Kantar indicates that physical stores remain vital, with 60% of consumers utilizing brick-and-mortar locations and 38.3% shopping at supermarkets. This high foot traffic necessitates proactive store maintenance, particularly regarding floor conservation, to manage increased wear and tear.

Consumer habits are also evolving, with data from CNDL and SPC Brasil showing a rise in intensive online shoppers. The segment of consumers making 11 to 20 purchases per month has grown from 7% to 12%, signaling that e-commerce is becoming a daily necessity for items like clothing, food delivery, and health products. However, this increased frequency has also led to a rise in reported consumer issues, with problems encountered during purchases increasing from 20% to 27%.

To mitigate operational risks, experts emphasize the importance of data-driven logistics. A Google Cloud study revealed that technical or operational failures affected 18 out of 35 major e-commerces in previous periods. To address these challenges, Correios has renewed its partnership with AliExpress to accelerate deliveries and improve traceability during high-demand periods like Black Friday.