{"id":16358,"date":"2021-12-08T12:53:00","date_gmt":"2023-06-06T12:53:13","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=16358"},"modified":"2023-10-05T20:43:26","modified_gmt":"2023-10-05T20:43:26","slug":"ecommerce-para-compras-de-fim-de-ano-tendencias-desafios","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/br\/blog\/ecommerce-para-compras-de-fim-de-ano-tendencias-desafios\/","title":{"rendered":"E-Commerce para compras de fim de ano: principais tend\u00eancias e desafios"},"content":{"rendered":"\n<p><i>* Por Leonardo Bruno, vice-presidente de Commerce Cloud da Salesforce Brasil<\/i><\/p>\n\n\n\n<p>O final do ano, per\u00edodo que compreende os dias entre a Black Friday e o Ano Novo, \u00e9 um dos momentos mais importantes para a ind\u00fastria global do varejo, uma vez que bilh\u00f5es de consumidores v\u00e3o \u00e0s compras em busca de seus sonhos de consumo e de presentes para as pessoas queridas. Com mais pessoas optando por realizar essas compras por meio de canais digitais, a expectativa \u00e9 de que, globalmente, as vendas online batam um novo recorde, subindo 7% (US$ 1,2 trilh\u00e3o) na compara\u00e7\u00e3o com o ano passado.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Relat\u00f3rio Compras pelo celular<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Este relat\u00f3rio analisa a atividade de compras feitas em dispositivos m\u00f3veis de mais de 300 milh\u00f5es de compradores globais em 37 pa\u00edses. Confira estrat\u00e9gias para otimizar investimentos e t\u00e1ticas.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/pdf\/mobile-shopping-focus\/\">Baixar relat\u00f3rio<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>Mas esse aumento no volume de vendas n\u00e3o se traduzir\u00e1 em pre\u00e7os mais baixos para o consumidor, muito pelo contr\u00e1rio. Com o cen\u00e1rio dif\u00edcil para todos, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/retail-holiday-insights\/\" target=\"_blank\" rel=\"noopener\">a Salesforce analisou mais de um bilh\u00e3o de transa\u00e7\u00f5es de consumidores de mais de 40 pa\u00edses<\/a> que utilizam nossa plataforma de e-commerce para descobrir quais os desafios e tend\u00eancias para a temporada de compras de fim de ano 2021:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-precos-mais-altos-para-todos\"><b>Pre\u00e7os mais altos para todos<\/b><\/h3>\n\n\n\n<p>Consumidores, varejistas e fornecedores sofrer\u00e3o com custos mais altos neste final de ano por conta da press\u00e3o em cima da cadeia log\u00edstica global, que sofre com falta de mat\u00e9ria-prima e n\u00famero menor de trabalhadores, aumento da demanda, restri\u00e7\u00f5es por conta da pandemia, valores dos cont\u00eaineres e muito mais. Uma op\u00e7\u00e3o que deve ganhar for\u00e7a \u00e9 a de \u201ccompre agora, pague depois\u201d para pedidos online, que representou 4% do total no mesmo per\u00edodo de 2020 e deve passar para 8% (US$ 96 bilh\u00f5es globalmente).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-disponibilidade-de-produtos-sera-principal-desafio\"><b>Disponibilidade de produtos ser\u00e1 principal desafio<\/b><\/h3>\n\n\n\n<p>No ano passado, o grande desafio foi o atraso nas entregas aos consumidores. Apesar de ainda ser uma preocupa\u00e7\u00e3o, prevemos uma queda de 94% no n\u00famero de pacotes que correm o risco de atrasarem, passando de 700 milh\u00f5es no ano passado para 40 milh\u00f5es neste ano. Em 2021, por conta de gargalos nos portos e custos crescentes de cont\u00eaineres, o principal problema ser\u00e1 a disponibilidade de produtos para os consumidores \u2013 que dever\u00e3o adiantar suas compras de fim de ano para antes da Black Friday para n\u00e3o correrem este risco.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-lojas-fisicas-serao-pecas-criticas-da-estrategia-digital\"><b>Lojas f\u00edsicas ser\u00e3o pe\u00e7as cr\u00edticas da estrat\u00e9gia digital<\/b><\/h3>\n\n\n\n<p>A combina\u00e7\u00e3o de funcion\u00e1rios da loja atendendo pedidos online, oferecendo sugest\u00f5es personalizadas e dando suporte aos compradores digitais, e consumidores conectados finalizando as compras em seus dispositivos m\u00f3veis enquanto est\u00e3o na loja indica que os espa\u00e7os f\u00edsicos ser\u00e3o cr\u00edticos para a estrat\u00e9gia digital das marcas. A previs\u00e3o \u00e9 que mais de seis em cada dez pedidos online ser\u00e3o influenciados por estabelecimentos f\u00edsicos, seja pela ajuda do vendedor na hora de finalizar o pedido online ou oferecendo op\u00e7\u00e3o de comprar online e retirar na loja.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-mudanca-no-uso-de-dados\"><b>Mudan\u00e7a no uso de dados<\/b><\/h3>\n\n\n\n<p>Com cada vez mais medidas e regula\u00e7\u00f5es protegendo a privacidade dos usu\u00e1rios online, departamentos de marketing est\u00e3o passando por um momento de adapta\u00e7\u00e3o profunda. Rastrear a atividade de um usu\u00e1rio na web ou em aplicativos atrav\u00e9s de dados de terceiros deve se tornar muito mais caro, ou at\u00e9 mesmo imposs\u00edvel, o que torna os dados coletados e organizados pela pr\u00f3pria organiza\u00e7\u00e3o muito mais valiosos. Programas de fidelidade, engajamento em redes sociais e e-mails marketing personalizados s\u00e3o \u00f3timas oportunidades para coletar os pr\u00f3prios dados dos consumidores. Segundo nossas estimativas, haver\u00e1 crescimento de 30% no tr\u00e1fego das plataformas de e-commerce provenientes de indica\u00e7\u00f5es e de 18% no uso de e-mail marketing entre novembro e dezembro se comparado com o mesmo per\u00edodo do ano passado.<\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Veja as tend\u00eancias que est\u00e3o moldando o futuro do ecommerce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Entrevistamos mais de 4.000 l\u00edderes de ecommerce e analisamos dados de mais de 1 bilh\u00e3o de compradores em todo o mundo. Veja o que esses insights significam para o seu neg\u00f3cio.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/resources\/research-reports\/state-of-commerce\/\">Baixar relat\u00f3rio<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/br\/pt\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Salesforce analisou mais de um bilh\u00e3o de transa\u00e7\u00f5es de consumidores de mais de 40 pa\u00edses.<\/p>\n","protected":false},"author":1,"featured_media":16128,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[879,966,930,849],"sf_content_type":[],"blog":[1245,1190,1161,1146,1154],"coauthors":[947],"class_list":["post-16358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-consumer-goods","sf_topic-manufacturing","sf_topic-retail","blog-ecommerce","blog-commerce","blog-retail","blog-consumer-goods","blog-manufacturing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>E-Commerce para compras de fim de ano: principais tend\u00eancias e desafios | 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