2023-09-20 18:27:09
In 2022, Girafa Comércio Eletrônico, a Brazilian e-commerce specialized in technology, completed fifteen years since its founding in October 2007 and invested in a brand positioning that made the website the main revenue channel, with growth twice compared to 2021.
E-commerce operates in the smartphone, electronics, IT, small appliances and health and beauty lines, investing in so-called e-consumers. In fact, the number of Brazilians consuming in the virtual environment grew 24% in 2022, compared to 2021, according to data from NielsenIQEbit.
The study shows that adherence to online shopping increased, even with the end of social isolation measures that, until then, were in force due to the Covid-19 pandemic and made traditional commerce unfeasible.
In fact, the digital market is expected to reach R$185.7 billion in revenue in 2023, according to a survey carried out by ABComm (Brazilian Electronic Commerce Association).
In 2024, the sector should reach R$205 billion and rise to R$225 billion in 2025, according to data from “E-commerce sales forecast for the next 5 years”. For 2026, the entity projects that the segment will generate revenue of R$248 billion, a number that might reach R$273 billion in 2027.
Flavia Mattos, marketing and e-commerce director at Girafa, highlights that the company’s brand repositioning work was essential for the business to reach its current results.
“We visited the past to understand what the Giraffe’s DNA is and how this would be reflected in the coming years. We understood that the future was our website being stronger and prepared to offer the best online shopping experience possible,” he says.
Mattos explains that e-commerce had the support of a consultancy specialized in repositioning and, following going through the company’s trajectory, it was possible to design the venture’s business strategies.
“Before the brand repositioning, 20% of our revenue came from the website and 80% came from the marketplace, following the repositioning, this number reversed, so I believe we are heading in the right direction”, he considers.
Maggie Peart, the company’s Financial and Operations Director, points out that since its inception, Girafa has had the customer at the center of everything, and that despite the evolution and rebranding work, the customer can still count on a smoother online shopping experience .
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