Black Friday and Christmas are expected to generate more than R$39 billion together in e-commerce alone, according to industry projections. Increased demand increases the need for efficiency in automated service
The official week of end of year sales it is expected to generate R$13.6 billion, a growth of 16.5% compared to the previous year. Between December 1 and 25, 2024, the online shopping they moved R$ 26 billion, with a growth of 20.6% compared to the same period of the previous year. Amid the bombardment of expected orders, the ability to automate service without losing quality emerges as a means to cope with high demand.
The forecast indicates an average of 17.2 million orders during the week, with medium ticket approximately R$808. Each order represents multiple interactions: product questions, shipping questions, payment issues, and delivery tracking.
Operational mathematics represents a significant challenge. Temporarily hiring hundreds of workers for a peak concentrated on specific days proves to be economically unfeasible and operationally complex. Training this team requires time that retailers do not have available during the sales period and, even then, the consistency of quality would remain questionable.
Marcus Barboza, CRO at Habllacompany specializing in conversational automation, highlights the data observed in previous periods: “During the previous sales season, it was found that the volume of interactions on our customers’ messaging platforms grew by“.
Conversational automation as an operational solution
According to data from Servion Global Solutions, the artificial intelligence will be responsible for 95% of customer interactions by 2025.
For Marcus, integrated conversational marketing has completely changed the operational landscape. “These are not simple automatic responses. This is artificial intelligence that understands purchase intent, answers complex product questions, negotiates terms, processes objections and closes the sale directly in the communication channel“.
Black Friday as an operational test
The Brazilian Association of Artificial Intelligence and E-Commerce Projects billing of R$13.34 billion on Black Friday, a growth of 14.7% compared to the previous year.
Rodrigo Xavier, specialist in advanced conversational marketing strategies and CEO of Habllaintegrates reflection on the importance of technological infrastructure: “The Black Friday period has become the great stress test for any digital operation. It is there that we find out whether the structure can withstand real pressures. What we have observed in recent years is that companies without solid automation simply get lost. They lose sales, accumulate complaints and this affects their reputation“.
The challenges of the Christmas period
The Christmas holiday period presents distinct particularities. Delivery times become critical. Inappropriate gifts generate mass returns. Undecided customers need more in-depth product advice. All of this happens while order volume remains extremely high.
Rodrigo highlights the need for this integrated automation between systems: “At Christmas, the automation between systems needs to be even more sophisticated. You need to integrate the whole process, serve the customer correctly, process the order, ensure it arrives on time. Automation in what we call integrated conversational marketing (MCI) can achieve all this“.
Projections and future of the sector
From 2026 onwards, the outlook is that sales automation will be dominated by AI virtual agents which, acting on the front line, will increase conversion by up to 60%. At the same time, Augmented Reality (AR) will integrate into the shopping experience to enable it virtual experimentation (try before you buy), driving an Expanded Reality (XR) market that is expected to grow by 400%.
Marcus envisions an increasingly heterogeneous scenario. “We are moving towards a situation where the distinction between human service and automated service will be virtually non-existent. And, most significantly: consumers won’t care, as long as needs are met quickly and accurately.”
Rodrigo adds. “Anyone who still sees automation as a cost is bound to lose market share. You need to treat it as critical infrastructure, as essential as having a fast website or a reliable payment system. Without it, you simply can’t operate at scale during peak times.”
Website: http://hablla.com
Source: Terra
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