Cell phone, video games and subscription to streaming channels lead the searches in the month; E-commerces need to guarantee, from now on, the best positions on search engines for their sales champions, with an eye on Black-Friday, says expert

São Paulo, September 27, 2022 - Two months before Black-Friday 2022, which this year falls on November 25, internet searches in the largest e-commerces operating in Brazil in four categories - Electronics; Home, Decoration and Housewares; Fashion and Footwear, as well as Entertainment - already give good clues as to which will be some of the sales champions of the biggest e-commerce promotions season. In September, the first special edition of the Simplex/Black Friday 2022 Radar reveals a warming of online demand for cell phones, subscription games, video game consoles, refrigerators and streaming subscriptions.

In the specific case of Electronics, the highlights of September are for cell phones and video game console, both with more than five million searches, and various notebooks, with about 2.4 million searches.

In Entertainment, the most searched have been online games, also in the range of five million searches, and streaming services, with about two million searches. In the Home and Housewares area, the products that register the highest demand are refrigerators, airfryers, wallpaper and kitchen cabinets. In Fashion and Footwear, sneakers stand out. All these items registered more than one million searches when adding the websites of the main e-commerces.

Time to populate the internet

For João Lee, founding partner of the startup Simplex, specialized in increasing traffic and online sales conversion., now is the time for e-commerces to start populating search engines with the term Black Friday and similar - such as Black Friday Heat, Black October, Black Promotions and other variations. "You need to associate your promotions with the term Black Friday, if you want to have a good position in the rankings of search engines in the coming weeks, which are critical for any retailer, in particular, for online," he warns. According to the expert, the chances of an e-commerce page being better ranked at the height of the Black Friday season in eight weeks' time are already increased. And there's more. "When an online retailer inserts themes related to the term Black Friday, search engines favor it, as they consider it relevant to consumers interested in promotions, positioning their pages better," he details.

Other care

Lee warns e-commerce businesses to avoid making major changes or structural alterations to the site in the run-up to or even during Black Friday. "The greater the stability of a page right away, the better it can take advantage of the benefits of cachethat is, that storage layer that memorizes the main characteristics of a page and allows its upload to take place at high speed ", he explains. This does not mean that the content of the pages cannot be updated over time as Black Friday approaches. "Information such as price updates, product availability and shipping can be changed, without Google considering these changes as a whole new page. In practice, if the page is old and highly visited, its relevance is greater for the search engine algorithm", he details.

Lee gives some tips for online retailers to better position themselves in the main promotion season, avoiding one of the deadly sins of Black Friday: slow page loading. A few milliseconds of slowness are enough to bring down the positioning of pages on search engines, compromising their exposure to consumers in the first places. "In this period of intense traffic, an adequate and flexible infrastructure is needed to support an absurd variation in the number of accesses with peaks that exceed the entire history of the year," he recommends. "The scalability of cloud computing and the use of a Content Delivery Network (CDN) system - which guarantees the immediate loading of cache pages during the increase in accesses - are good practices that make all the difference", he indicates.  

So much effort makes sense. On Black Friday 2021, Brazilian e-commerce totaled BRL 4.2 billion in revenue, according to data from NielsenIQ|Ebit, surpassing sales before Christmas. "For those who work specifically in online commerce, Black Friday has become the most relevant date of the whole year and deserves maximum attention to leverage revenue," says Lee.

About the Simplex Radar series Special Edition Black Friday 2022

The Special Simplex Radar uses a research tool that monitors searches in the largest e-commerces in traffic in Brazil four product categories: Electronics; Home, Decoration and Housewares; Fashion and Footwear; and Entertainment, surveying in each of them the items with the highest demand in the months of September, October and November 2022 and those with the highest growth compared to their recent history. The research also compares the online search behavior of the most searched items in October and November when they are associated with the term Black Friday.