Brazilian Digital Marketing Faces an Efficiency Crisis
Rising media costs and declining conversions are forcing a strategic reassessment. Loyalty and automation are emerging as key paths to sustainable growth in 2025.
The digital marketing sector in Brazil is undergoing a structural transformation in 2025. After years of growth driven by paid advertising, companies now face a saturated landscape marked by higher media costs and lower conversion rates. This scenario demands a shift in focus—from mass acquisition to strategic retention.
According to data from Shopify Brazil’s blog, the average cost per thousand impressions (CPM) on Facebook reached R$ 51.00 in September 2024. Meanwhile, the Yampi platform reports that the average e-commerce conversion rate in Brazil dropped to 1.92%. The combination of these factors makes acquiring new customers more expensive and less effective.
Despite the challenging environment, e-commerce continues to expand. The Brazilian E-commerce Association (ABComm) projects that the sector will generate R$ 224.7 billion in 2025, a 10% increase over the previous year. The challenge, however, lies in achieving that growth profitably.
Digital tools focused on customer loyalty are gaining ground as a viable alternative. Smartbis, a company specializing in white-label cashback benefit programs, reports growing demand for data-driven repurchase strategies. “Our goal is to help retailers build long-term relationships with consumers, encouraging loyalty through real purchasing behavior,” says Eduardo Thomas, the company’s founder.
In the automation field, WhatsApp-integrated platforms are also standing out. Whatsplaid GPT, a company that develops AI-based messaging solutions, emphasizes the importance of personalization. “WhatsApp is a high-engagement channel, but without intelligence and context, it can become just another blast. Our approach is to use AI to create relevant and segmented customer journeys,” explains the company’s technical team.
A report published by edrone reinforces the trend: Brazilian e-commerce surpassed R$ 200 billion in revenue in 2024 and could reach R$ 234 billion in 2025, driven by technologies such as automation, artificial intelligence, and mobile commerce.
This operational shift also changes the profile of marketing professionals. Demand is growing for skills in data analysis, customer retention, community building, and strategic use of predictive intelligence. Metrics such as customer lifetime value (LTV), repurchase rate, and engagement are becoming central to investment decisions.
In this new scenario, the model of continuous and accelerated acquisition gives way to a search for efficiency and depth in consumer relationships. The sustainability of growth now depends on the efficiency of customer relationships—before investments turn into losses.
