Next Gen Commerce: 6 tendências que irão redefinir o futuro do varejo digital

Digital retail is undergoing one of the biggest transformations in its history. The rise of new technologies, the change in consumer behavior and the pressure for efficiency are shaping a new e-commerce - more intelligent, personalized and focused on loyalty.

In this article, you will check out the 6 big ones drivers of modern e-commerce that we mapped in our new e-book “Next Gen Commerce”, the result of a partnership between CRM Bonus And the Wake. Let's explore how these trends are driving real results and helping brands evolve their digital strategies.

1. Unified Commerce: The Future of the Shopping Experience

Forget omnichannel. The era is now of Unified Commerce, where channels cease to exist for the consumer and everything revolves around a fluid experience and integrated.

Companies such as Nike, Starbucks and Sephora have already adopted this model — and here in Brazil, Natura had significant results when using the CRMbonus Bonus Voucher to unify online and offline journeys, generating great results - from January to August 2024:

• 2,000 new customers
  
• R$ 290 thousand in incremental revenue
  
• 5.1x ROI in just 4 months

2. The era of hyperpersonalization with AI

Artificial Intelligence made real the dream of personalization at scale. In this way, it became possible to cross behavioral data to create highly relevant offers and to automate interactions with intelligence.

A Leroy Merlin, for example, adopted CRMBack to recover abandoned carts with data intelligence. The result?

R$ 7.9 million in incremental revenue (from January to August 2024)
8,443 recovered trolleys
8th largest brand acquisition channel

3. Payment methods as a competitive differential

Instant payments, like Pix, and solutions like Buy Now, Pay Later (BNPL) they're not just convenience—they boost conversions. According to Harvard Business Review, BNPL can increase the average online shopping ticket by up to 10%.

In addition, the use of digital wallets and embedded payments creates new loyalty opportunities.

4. TikTok: from social network to sales channel

O TikTok Shop is about to arrive in Brazil. In markets such as the USA and Europe, the platform already generates billions with Live Commerce and influence strategies.

Brands such as M.A.C. Cosmetics and Samsonite increased ROAS by up to 3x and reduced CPC by 10%, proving that social networks are now acquisition and loyalty channels.

5. UGC: content that engages and converts

User-generated content (User-Generated Content) is a powerful tool for influencing buying decisions. Reviews, authentic videos, and real interactions generate Social proof and deepen the relationship with the brand.

Studies show that 85% of Generation Z is influenced by social networks in its purchasing decisions.

6. The new loyalty: personalization + engagement

Loyalty programs have evolved and today they need to be gamified, personalized and omnichannel. The secret? Get to know the customer deeply and use AI to predict behavior.

In this way, the Aramis used the Bonus Voucher from CRMbonus to:

• Attract more than 1,700 new customers
  
• Recover 350 inactive people
  
• Lower the CAC and increase the LTV
  
  

We are living in the era of Next Gen Commerce — and companies that dominate these trends will be one step ahead in the race for consumer attention and loyalty.

Do you want to see how to apply these strategies to your brand?

Download the e-book complete Next Gen Commerce!

And watch the full panel where our Growth Director, Gustavo Gadotti, explored this topic in depth at an event organized in partnership with Wake:

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