Technology

B2W focuses on recurring purchases and will expand operations in food delivery

B2W made partnerships last year, which includes, in addition to the delivery of supermarket items, meals from restaurants

Photo: REUTERS/Mike Segar
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  • The supermarket segment is the most recent to be embraced by Brazilian e-commerce;
  • Asked about the company’s free shipping policy, Lapagesse commented that it is not a promotional event, but a company policy.

Brazil‘s retailer B2W wants to expand its operations in the food delivery segment in 2021, after making partnerships last year, which includes, in addition to the delivery of supermarket items, meals from restaurants, company executives said on Friday.

“We made partnerships to understand this market, but we intend to expand it from now on,” said B2W‘s investor relations director, Raoni Lapagesse, in a conference call with analysts.

READ ALSO: Amazon donates BRL 5.3 million to build vaccine factory at Brazil’s Butantan Institute

“There are a lot of opportunities for high-frequency (shopping) categories,” he added without elaborating.

B2W announced the night before that the controlling group of sites like Americanas.com and Submarino managed to generate cash for the second consecutive year in 2020, reaching BRL 306 million, driven in part by the strong growth of e-commerce after the arrival of the pandemic.

The supermarket segment is the most recent to be embraced by Brazilian e-commerce, with traditional groups in the sector, such as GPA and Carrefour accelerating their strategies for the segment.

READ ALSO: Brazil’s B2W announces cash generation of BRL 718 million and net profit of BRL 16 million in Q4 2020

According to Lapagesse, among the partners of B2W’s marketplace are Carrefour itself, in addition to the BIG and Makro chains.

The executive stated that the company noticed a slowdown in Brazilian market this year, but said that B2W “is going against the grain and is gaining participation,” but did not give details.

Asked about the company’s free shipping policy, Lapagesse commented that it is not a promotional event, but a company policy, which requires salespeople to participate.

According to the executive, the offer of free delivery is being made “in a structured way and it is sustainable. These are new policies that do not have a term, linked to improved service and faster delivery.”

In addition, the executive commented that B2W “is very satisfied” with the results of the cashback offer to users of the Ame payments app, which has proved to be a more efficient tool to foster customer loyalty.

At 1:55 pm, the shares of B2W, which discusses the merger of its operations with the parent company Lojas Americanas, showed a drop of 4.1%, among the main losses of Brazilian Ibovespa, which showed an appreciation of 0.9% at the moment.

(Translated by LABS)

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