O futuro do e-commerce no Brasil: uma visão para 2035

Abstract

This article investigates the transformations that e-commerce platforms operating in Brazil are likely to undergo over the next decade, seeking to understand how new technologies and changes in consumption habits might impact the customer experience in a context of rapid technological evolution and growing digital penetration. The central objective was to understand and anticipate what marketplace platforms will be like in Brazil in 2035. To this end, the study articulated the theories of multilevel framework and scenario construction, and the analysis of the customer journey and service design. The results reveal four possible future scenarios for marketplaces in Brazil, defined by two key drivers: reach/location and regulation. Through the analysis of relevant social groups and their technological frames, the research identifies five technologies-in-practice that will be crucial to the future of the sector: journey personalization, deplatformization, digital concierges, fusion with social media platforms and platforms as destinations. The research contributes to understanding possible future dynamics of marketplaces in the country, providing relevant insights for companies, consumers and regulators. The study highlights the importance of personalization, artificial intelligence, logistics and the growing influence of Generation Z, which values ​​experiences and content.