Em meio à discussão sobre tributação, asiáticas se consolidam entre marcas mais visitadas no país
A primeira data comemorativa de peso do ano – o Dia da Mulher, no começo de março – impactou positivamente o tráfego das plataformas de e-commerce brasileiro.
Depois de uma queda de quase 15% em fevereiro, o número de acessos subiu 8% no mês seguinte, alcançando 2,31 bilhões de visitas únicas, segundo o Relatório Setores do E-commerce da Conversion.
Foi a primeira alta no tráfego do comércio eletrônico do país em quatro meses – puxada principalmente pelos acessos via web (9,2%).
Diego Ivo, CEO da Conversion, acredita que só a ocasião da data sazonal não explica o desempenho de março. Para ele, entra nessa conta o próprio contexto econômico do país e a situação financeira das famílias nessa época do ano.
“As dívidas contraídas no fim de 2022, com as compras de Natal, estão sendo liquidadas agora. Com isso, as pessoas estão voltando a reunir condições para consumir bens não essenciais ou mesmo para presentear
alguém novamente”, aponta ele.
“Sem contar que, após os primeiros meses de incertezas econômicas, o quadro parece estar mais bem desenhado, com a inflação em queda e, por isso mesmo, um aumento tímido do poder de compra”.
O impacto do Dia da Mulher se vê melhor pelos setores mais acessados em março: o de Presentes e Flores registrou o melhor desempenho, subindo 17%. Além dele, o de Jóias e Relógios também cresceu significativamente
(13,3%).
Ambos estão diretamente ligados a presentes costumeiramente dados na data.
Já o setor mais relevante do e-commerce, o de marketplaces, que engloba desde grandes redes de varejo até pequenos lojistas inseridos no mercado online, cresceu 9% no mês, atingindo 989,5 milhões de visitas – um
aumento que também pode ser analisado a partir dos presentes procurados para o 8 de Março.
A melhora no mês foi tão significativa, na verdade, que somente um único setor analisado na pesquisa perdeu acessos: o de produtos para pets, que caiu sutilmente em 1,3%.
“São dados que reforçam a nossa interpretação da relevância das datas comemorativas para o mercado como um todo. Nossos dados antecipam o cenário de vendas dentro da sazonalidade do consumo”, observa Ivo,
lembrando que as buscas no Google geralmente antecedem o momento da compra dos produtos.
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