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The month of April 2026 brought together an unusual combination: relevant consumer behavior data and major industry events happening simultaneously. For those working in e-commerce and digital marketing, this intersection offers a diagnosis of where the market is heading and where decisions need to be made now.
APRIL IN FOCUS: WHAT REALLY MATTERS WHEN WE TALK ABOUT E-COMMERCE
- Industry events are back with a strategic agenda.ExpoEcomm and VTEX Day 2026 brought discussions focused on AI applied to operations (not as a promise, but as an implementation);
- Artificial intelligence It has become a criterion for selecting partners and platforms in medium and large-scale projects;
- The consumer journey has become more fragmented.Recent data indicates an increase in cross-channel research behavior before conversion.
- Omnichannel has moved beyond talk and into action.Retailers reported that consumers expect consistency in price, inventory, and experience across channels;
- Engagement metrics outperform reach. as a criterion for investment in paid media, a shift that has been confirmed cycle after cycle.
What the events of April revealed about the market.
ExpoEcomm Salvador: regional businesses gain prominence.
ExpoEcomm Salvador confirmed a trend that e-Plus closely follows: the regional e-commerce market is ceasing to be a supporting player. Brands and operations that previously concentrated investment in the Southeast are structuring local teams and infrastructure, with growing demand for technology, logistics, and digital marketing strategies adapted to regional particularities.
The event panels featured discussions on expansion via marketplaces, offer personalization, and the role of AI in customer service —topics that were previously the exclusive domain of large national retailers. The full highlights of e-Plus's participation in ExpoEcomm Salvador are documented in this article.
VTEX Day 2026: AI as the central axis of the operation.
VTEX Day 2026 solidified what many already suspected: artificial intelligence is now a criterion for evaluating platforms, suppliers, and partners . The event's presentations reinforced that the fastest-growing operations are those that integrate AI into pricing , personalization, customer service, and data analysis processes ; not as isolated projects, but as a cross-functional layer of the operation.
e-Plus was present at the event and recorded the main insights here. One point that stood out: the brands that most engaged the audience during the event were those that presented practical results of AI implementation, not roadmaps.
April data: What the numbers indicate
In addition to the events, April brought relevant publications for those who follow the digital market.
According to market research, 72% of consumers expect companies to understand their individual needs (a number that rises to 80% among frequent digital shoppers). This data directly impacts how e-commerce teams need to think about personalization: not as an optional feature, but as a basic expectation.
ABCOMM has revised its projections for Brazilian e-commerce in 2026, estimating growth of over 10% in order volume compared to 2025. However, this growth is concentrated in operations that invest in the shopping experience and customer retention, not just in acquiring new customers.
Another piece of data that circulated widely in April was the growth in searches for generative AI as a product research tool . Platforms like Perplexity and Google's SGE mode continue to gain market share in the initial stages of the buying journey, making optimization for AI engines ( so-called GEO ) an increasingly relevant variable for digital visibility strategies.
What changes in practice for e-commerce teams?
Finally, April was not a month of isolated revelations, but rather of confirmations. The trends that the market had been pointing to for several quarters gained enough critical mass to demand a positioning:
AI in operations is not a future project. Teams that are still in the evaluation phase are losing their competitive edge . Implementation begins with specific processes (customer service, product recommendations, churn analysis) before becoming systemic.
Regionalization is a real opportunity. The behavior observed at ExpoEcomm Salvador shows that markets outside the South-Southeast axis are ripe for structured investment. Ignoring this is leaving room for competitors.
Media attribution needs revision. With the buyer's journey becoming more fragmented, last-click attribution models distort performance readings. Digital marketing teams that haven't revised their attribution models by 2026 are likely underestimating top-of-funnel channels.
Retention surpasses acquisition in cost-effectiveness. With CAC (Customer Acquisition Cost) high in most segments, improving repurchase rate and NPS (Net Promoter Score) has a more predictable return than scaling paid traffic investment without adjusting the customer experience.
To keep up with the trends and analyses that emerge with each cycle of the digital market, explore other content on the e-Plus blog . The market never stops, and the next strategic move begins with the right information.
FAQ – FREQUENTLY ASKED QUESTIONS
What was discussed at VTEX Day 2026?
VTEX Day 2026 focused on artificial intelligence, highlighting practical implementations in dynamic pricing, personalized customer experience, and automated customer service. The most prominent brands presented real-world use cases. The event reinforced that AI is no longer a differentiator but an operational requirement for competitive e-commerce businesses.
Why did the regional e-commerce market gain attention in April?
Events like ExpoEcomm Salvador have highlighted that regions outside the South-Southeast axis are investing in e-commerce infrastructure at an accelerated pace. The demand for technology, logistics, and digital marketing adapted to the local context has grown significantly, making the regional market a relevant strategic frontier for retailers and technology partners.
How is generative AI impacting e-commerce in 2026?
Generative AI impacts e-commerce on two main fronts: internal operations, by automating customer service, personalization, and data analysis; and the consumer journey, which increasingly uses tools like ChatGPT, Gemini, and Perplexity to research products before buying. This requires brands to optimize their presence not only for Google but also for AI engines.
Which metrics deserve more attention in 2026?
With the cost of acquisition on the rise, retention metrics have gained relevance. Repurchase Rate, NPS, Churn Rate, and Average Order Value per segment offer a more accurate reading of the business's health than the gross volume of orders. Teams that track these metrics can make more assertive decisions about where to invest in customer experience and where to scale in acquisition.
