{"id":16307,"date":"2020-09-28T22:24:34","date_gmt":"2020-09-28T22:24:34","guid":{"rendered":"https:\/\/www.criteo.com\/br\/?p=16307"},"modified":"2024-10-08T16:37:06","modified_gmt":"2024-10-08T16:37:06","slug":"explosao-de-e-commerce-impulsiona-retail-media","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/explosao-de-e-commerce-impulsiona-retail-media\/","title":{"rendered":"Explos\u00e3o de e-commerce impulsiona retail media"},"content":{"rendered":"<p>Retail media, an\u00fancios patrocinados por marcas em sites e apps de varejistas, n\u00e3o \u00e9 um conceito novo. \u00c9 um canal que vem crescendo constantemente, impulsionado por sua performance atribu\u00edvel e acesso a first-party data. Mas nos \u00faltimos meses, a retail media recebeu uma inje\u00e7\u00e3o de adrenalina, acelerando seu crescimento e levando-a para o topo dos budgets de muitas marcas.<\/p>\n<p>De onde veio essa inje\u00e7\u00e3o extra?<\/p>\n<p>Existem v\u00e1rias raz\u00f5es para esse crescente interesse, mas sem d\u00favida o maior impulso vem do que provavelmente ser\u00e1 conhecido como a \u201cgrande migra\u00e7\u00e3o do e-commerce\u201d.<\/p>\n<h2><strong>Em termos de ado\u00e7\u00e3o do e-commerce, isso deve ser em 2023.<\/strong><\/h2>\n<p>Isso significa que o crescimento de consumidores e vendas de e-commerce que vimos nos \u00faltimos meses deveria levar de tr\u00eas a quatro anos. Mas as circunst\u00e2ncias extraordin\u00e1rias criadas pela pandemia de coronav\u00edrus aceleraram drasticamente a mudan\u00e7a do mundo para as compras online.<\/p>\n<p>De que mudan\u00e7a estamos falando? Vamos destacar algumas estat\u00edsticas importantes nos EUA e na EMEA:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.emarketer.com\/content\/us-ecommerce-2020\" target=\"_blank\" rel=\"noopener\">O eMarketer<\/a> prev\u00ea que o e-commerce representar\u00e1 14,5% do total de vendas no varejo nos EUA em 2020, o que \u00e9 \u201c<em>um recorde hist\u00f3rico e o maior aumento de share em um \u00fanico ano<\/em>\u201d.<\/li>\n<li>As vendas de e-commerce no varejo no Reino Unido representar\u00e3o <a href=\"https:\/\/content-na2.emarketer.com\/uk-ecommerce-2020\" target=\"_blank\" rel=\"noopener\">27,5% do total das vendas no varejo este ano<\/a>, e essa propor\u00e7\u00e3o se aproximar\u00e1 de um ter\u00e7o at\u00e9 2024.<\/li>\n<li>As vendas de e-commerce de varejo na Fran\u00e7a crescer\u00e3o <a href=\"https:\/\/content-na2.emarketer.com\/france-ecommerce-2020\" target=\"_blank\" rel=\"noopener\">cerca de 17,1% em 2020<\/a>.<\/li>\n<li><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19\" target=\"_blank\" rel=\"noopener\">A McKinsey<\/a> diz que a maioria das categorias viu sua base de clientes online aumentar em 10% ou mais.<\/li>\n<li>O US Census Bureau do Departamento de Com\u00e9rcio dos Estados Unidos relatou um aumento de 44,5% nas vendas online no segundo trimestre em rela\u00e7\u00e3o ao mesmo trimestre do ano passado.<\/li>\n<li>Diversos varejistas parceiros da Criteo Retail Media relataram aumentos entre\u00a0100% e 200%\u00a0nas vendas de e-commerce no segundo trimestre de 2020.<\/li>\n<\/ul>\n<p>O influxo de novos consumidores digitais (o eMarketer estima 7,4 milh\u00f5es de novos consumidores digitais em 2020) ser\u00e1 um aumento mais permanente do que apenas uma oscila\u00e7\u00e3o tempor\u00e1ria. Os resultados da nossa pesquisa com consumidores confirmam isso.<\/p>\n<h2><strong>O aumento das compras online n\u00e3o \u00e9 moda passageira.<\/strong><\/h2>\n<p>Os consumidores foram empurrados para o online por necessidade. Ser\u00e1 que eles continuar\u00e3o comprando l\u00e1 mesmo depois de se sentirem confort\u00e1veis em voltar \u00e0s lojas f\u00edsicas? Todos os resultados de nossa pesquisa com consumidores apontam para \u201csim\u201d:<\/p>\n<p>30% dos consumidores globais pesquisados disseram que descobriram produtos online durante a pandemia\u00a0e\u00a0que pretendem continuar\u00a0comprando. 21% continuariam a comprar produtos de supermercado online. Parece que menos gastos com viagens e restaurantes e maior economia est\u00e3o canalizando parte desse dinheiro para o varejo e o supermercado online.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16350\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-retail-media-bar-graph-1-min.png\" alt=\"\" width=\"1307\" height=\"700\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-retail-media-bar-graph-1-min.png 1307w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-retail-media-bar-graph-1-min-300x161.png 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-retail-media-bar-graph-1-min-1024x548.png 1024w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-retail-media-bar-graph-1-min-768x411.png 768w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-retail-media-bar-graph-1-min-630x337.png 630w\" sizes=\"auto, (max-width: 1307px) 100vw, 1307px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>4 em cada 10 consumidores em todo o mundo descobriram novas lojas online nas quais compraram pela primeira vez.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16317\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-2-min.png\" alt=\"\" width=\"698\" height=\"440\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-2-min.png 698w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-2-min-300x189.png 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-2-min-630x397.png 630w\" sizes=\"auto, (max-width: 698px) 100vw, 698px\" \/><\/p>\n<p>E, em todas as gera\u00e7\u00f5es, uma m\u00e9dia de 85% em todo o mundo continuaria comprando nessas novas lojas online que descobriram.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16318\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-3-min.png\" alt=\"\" width=\"676\" height=\"182\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-3-min.png 676w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-3-min-300x81.png 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/BR-explosion-in-ecommerce-graphic-3-min-630x170.png 630w\" sizes=\"auto, (max-width: 676px) 100vw, 676px\" \/><\/p>\n<p><a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19\" target=\"_blank\" rel=\"noopener\">Os dados da McKinsey<\/a> ecoam isso e mostram que, em todas as categorias e em todo o mundo, mais pessoas pretendem fazer compras online ap\u00f3s a COVID-19 do que antes.<\/p>\n<h2><strong>Retail media garante visibilidade em uma prateleira digital cada vez mais lotada<\/strong><\/h2>\n<p>Com esse aumento maci\u00e7o nas compras online, as marcas est\u00e3o se voltando para a retail media como forma de capturar consumidores no ponto de venda digital em sites e apps de varejistas parceiros.<\/p>\n<p>Visibilidade conta \u2014 e muito. A primeira p\u00e1gina dos resultados da pesquisa de um varejista representa cerca de 90% de toda a receita. E nessa primeira p\u00e1gina de resultados, os primeiros 10 SKUs representam 25%-30% da receita.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16330\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-in-ecommerce-graphic-4.png\" alt=\"\" width=\"675\" height=\"239\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-in-ecommerce-graphic-4.png 675w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-in-ecommerce-graphic-4-300x106.png 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/09\/BR-explosion-in-ecommerce-graphic-4-630x223.png 630w\" sizes=\"auto, (max-width: 675px) 100vw, 675px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>A retail media ajuda as marcas a garantir uma posi\u00e7\u00e3o de destaque na prateleira digital, usando an\u00fancios native e display para alcan\u00e7ar os consumidores quando eles est\u00e3o procurando os produtos que elas oferecem. Sem a retail media, as marcas correm o risco de ficarem perdidas na segunda ou terceira p\u00e1gina dos resultados da pesquisa.<\/p>\n<p>Al\u00e9m de aumentar a visibilidade do produto, a retail media permite que as marcas vinculem claramente os resultados de vendas \u00e0s campanhas e oferece uma op\u00e7\u00e3o de publicidade que n\u00e3o depende de 3<sup>rd<\/sup> party cookies.<\/p>\n<p>As compras online s\u00f3 tendem a crescer \u2014 agora \u00e9 o momento para as marcas se lan\u00e7arem na retail media. O que voc\u00ea est\u00e1 esperando?<\/p>\n<p>Prepare-se\u00a0para retail media. Saiba mais sobre a <a href=\"https:\/\/www.criteo.com\/br\/solutions\/retail-media-platform\/\">Criteo Retail Media<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Retail media, an\u00fancios patrocinados por marcas em sites e apps de varejistas, n\u00e3o \u00e9 um conceito novo. \u00c9 um canal que vem crescendo constantemente, impulsionado por sua performance atribu\u00edvel e acesso a first-party data. Mas nos \u00faltimos meses, a retail media recebeu uma inje\u00e7\u00e3o de adrenalina, acelerando seu crescimento e levando-a para o topo dos [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":16316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[732],"coauthors":[622],"class_list":{"0":"post-16307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media","8":"criteo-solution-retail-media"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Explos\u00e3o de e-commerce impulsiona retail media | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"A retail media n\u00e3o \u00e9 um conceito novo, mas seu crescimento foi drasticamente acelerado nos \u00faltimos meses. Por qu\u00ea? Mais consumidores online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.criteo.com\/br\/blog\/explosao-de-e-commerce-impulsiona-retail-media\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explos\u00e3o de e-commerce impulsiona retail media | BR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"A retail media n\u00e3o \u00e9 um conceito novo, mas seu crescimento foi drasticamente acelerado nos \u00faltimos meses. Por qu\u00ea? 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