Brazilian e-commerce is projected to generate R$258 billion in revenue in 2026 and could reach R$343 billion by 2029 , according to ABComm projections . This figure is encouraging, but it also carries a bit of pressure: those growing at this rate need a foundation that can support that growth . And that's exactly where many operations stumble, because they choose technology thinking only about today's problems. The cost of this decision usually comes later, when changing systems mid-way becomes an expensive, time-consuming, and risky project.
In this article you will read:
The essentials before investing in technology.
- Choosing based solely on initial price is the most common retail trap: Beware of platforms that have limited resources, as growth takes its toll when the infrastructure cannot keep pace with the volume;
- Migrating platforms is part of growth, not a risk in itself. With planning and an experienced partner, the operation can move from an entry-level platform to a more complete one without losing data, integrations, or organic positioning.
- Integration is a decisive criterion: Marketplaces, ERP systems, logistics hubs, payment gateways, and CRMs need to communicate with each other without relying on dozens of unstable plugins.
- AI has moved beyond the realm of trends.: 91% of retail decision-makers plan to invest in artificial intelligence by 2026.according to the Sebrae's Trends Guide for NRF;
- Thinking in terms of three years means evaluating scalability, not just the first sale. The right question isn't "Will you answer now?", but rather "Will you answer when I double in size?".
Why choosing technology only for the present moment is expensive.
Choosing a simpler tool seems economically viable. In the short term, it might be, but over time, it becomes an invisible cost. To gain scalability (intelligent search, omnichannel , automations), the retailer needs to install several third-party plugins (if the platform allows it). The more fragile integrations, the greater the risk of technical conflicts and instability during peak seasonality.
There is also a less obvious effect: the speed of innovation. A modern platform adopts new features quickly; a rigid one turns each improvement into a lengthy project. Migrating to a more robust platform is a natural step in this maturation process and, when conducted with planning and an experienced partner, happens smoothly. The problem is not migrating, but rather making the wrong choice and postponing the decision until it becomes urgent.
The technologies that will shape digital retail.
Looking ahead to the next few years means viewing the operation as a set of interconnected systems, not as isolated parts.
E-commerce Platform
This is the key aspect of the operation. The chosen platform must be able to handle high traffic, integrate channels, and accommodate new tools without rework . With 79% of online transactions in Brazil already happening via mobile phone , according to ABComm data , mobile performance and stability are no longer a differentiator but a prerequisite.
CRM and customer data
Growing in 2026 won't just be about attracting traffic, but about transforming traffic into relationships. A CRM with marketing automation centralizes customer history and fuels personalization, which is currently the main driver of sales and customer loyalty. Without organized data, operations repeat efforts and waste media budget.
Order and inventory management
Paid traffic brings in customers at scale, but if the system doesn't support processing, routing, and tax issuance, the store grinds to a halt. Order management systems (OMS) orchestrate inventory across channels and reduce stockouts. AI-based demand forecasting reinforces this gain: according to CB Insights , companies using these solutions grow, on average, 40% more than those operating with traditional replenishment.
AI in customer service and logistics
Artificial intelligence is already being used in pricing, customer service, and last-mile delivery, but adoption is still uneven. In Google Cloud 's FlashBlack study , of the 29 platforms that used chatbots during Black Friday , only five actually functioned as purchase assistants. The leap forward comes from AI agents: Gartner projects that, by 2026, 40% of enterprise applications will have dedicated agents, compared to less than 5% in 2025.
It's also worth looking at presence in AI assistants. The AI Survey 2026 , by CRMBonus with Wake , shows that only 9% of companies have any strategy to appear in the recommendations of these assistants. It's an almost empty space, and whoever moves first gets a head start.
The lesson is clear: the right technology is the one that supports the business you want to have three years from now, with integration, scalability, and room for AI to grow alongside it.
➡️ Read also: Platform migration is no longer a risk, it has become a growth strategy in retail.
At e-Plus, we help retailers build this foundation without improvisation, from the platform to CRM and AI-powered automations. If your operation is growing and your structure is starting to feel tight, it's worth talking to our team of experts in implementing e-commerce and marketing solutions before the next migration becomes urgent.
FAQ – FREQUENTLY ASKED QUESTIONS
How to choose e-commerce technology with a long-term perspective?
Choosing technology for the long term means prioritizing scalability and integration over initial price. Evaluate whether the platform supports sales peaks, connects natively to marketplaces, ERP, and CRM systems, and is ready for AI. The guiding question is whether the infrastructure will keep pace with the business as it doubles in size.
Is it worth migrating to a different e-commerce platform?
Migrating is worthwhile when the current platform limits growth, increases integration costs, or degrades performance during peak periods. With planning and an experienced partner, the switch preserves data, integrations, and Google ranking. Done at the right time, migration becomes part of growth and a scalable investment.
Is AI already necessary for online stores in 2026?
AI is already part of the operation, no longer just a promise. It plays a role in personalization, customer service, pricing, and logistics, and 91% of retail decision-makers plan to invest in it by 2026. Starting with practical applications, such as recommendation and demand forecasting, yields a faster return than large, isolated projects.
