The recessive cycle in the country in the later portion of the review period brought deterioration in the labour market; not only did an increasing number of workers lose their jobs but also those still in employment feared being out of work in the short to medium term. Direct selling in Brazil has been significantly impacted by this.
Direct selling appeals to Brazilians in search of financial stability, flexible working hours and autonomy, turning what was at first a transient alternative to earn some income during a period of financial constraint into a solid career opportunity for many. Brazilian consumers also value the person-to-person kind of interaction when making a purchase.
Even though Brazilians value person-to-person interactions when shopping, this does not mean that direct selling is dismissed from keeping up with the digital world. In some cases, customers can even finalise their purchases online.
Avon Cosméticos Ltda, which holds second place in direct selling in Brazil, invests in innovative ways to make consumers’ shopping experience more seamless. In August 2018, it launched the Belezap platform.
Aiming to provide more diverse ways in which customers can shop for its products, Avon launched its own shop in the Rappi delivery app in December 2018. Customers can purchase Avon products through Rappi and their order is designated to a courier which takes it to the nearest seller.
Jequiti Cosméticos is expected to launch an app for sellers who capture the orders of other sellers. These are called leaders and they will be able to use the app to receive content aimed at supporting the salesforce, as well as track the performance of sellers working under them.
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