second Clear cielo Released in January 2025, 89% of online stores already use some type of data to support sales strategies, especially in the areas of marketing, pricing and customer experience. However, only 47% have specialists dedicated to analyzing this information, showing that there is room for maturity in this sector.
The Brazilian e-commerce sector continues to grow: Revenues are expected to exceed R$234 billion in 2025with an expansion estimated at about 15%, according to the Brazilian E-Commerce Association (ABComm). For experts, much of this progress is due to the adoption of data-driven solutions, which help optimize campaigns, personalize the buying journey and reduce operational costs. “Numbers are no longer just reports, they are a strategic asset for digital retail,” says Bruno Brito, CEO of Empreender, the company developing Dash, a tool focused on data analysis for e-commerce.
According to Brito, the big challenge facing virtual stores today is not collecting data, but rather converting it into practical measures. “Most store owners already have access to traffic numbers, sales and customer behavior,” he explains. “The problem is that many look at this information in a fragmented way. When you combine everything into one dashboard, it is possible to identify patterns and make smarter decisions.”
This trend is confirmed by international studies. According to the report Retail Analytics Market 2025published by MarketsandMarkets, the global retail data analytics market is expected to grow from US$4.3 billion in 2020 to US$11.1 billion in 2025, driven by the digitalization of sales and the search for predictability of outcomes. In Brazil, this shift follows the maturation of the e-commerce sector and the increase in the number of small business owners who have begun selling online in recent years.
For Bruno Brito, easy access to analysis techniques has reduced the distance between large and small retailers. “Today, a small e-commerce can have the same level of strategic intelligence that a large brand had five years ago. It is possible to track conversion metrics in real time, monitor best-selling products and even forecast demand based on previous periods,” he points out. He also highlights that the use of data also favors personalization: “Stores that understand their customers’ behavior are able to offer a closer experience, which increases loyalty and average ticket.”
In addition to improving governance, the use of data has proven essential in confronting periods of economic instability. According to Bain & Company’s 2024 Automation Scorecard, Automation and analysis of indicators reduced operational costs by up to 22% of small and medium-sized online stores in 2024. Tools that integrate sales, inventory and marketing information enable rapid responses to changes in consumer behavior – essential in an increasingly dynamic market.
With the advancement of artificial intelligence and automation platforms, the future of Brazilian e-commerce tends to become increasingly data-driven. “Retailers who learn to interpret their numbers will be one step ahead. Data is the new fuel for digital retail,” Brito sums up.
The consensus among experts is that the use of data will no longer be a differentiating factor, but rather will become a prerequisite for competitiveness in the coming years. This change promises retail that is more strategic, efficient and willing to anticipate trends, providing consumers with increasingly relevant and personalized experiences.
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