Online commerce was the dominant topic on the first day of the 7th BFSHOW, the largest footwear trade show in Latin America. Presented by the Brazilian Footwear Industry and Trade Association (Abicalçados) and organized by NürnbergMesse Brasil (NMB), the event is betting on a comprehensive experience for retailers, offering access to exhibitors' latest developments, unique activations, and relevant content to optimize sales and drive growth in the footwear sector.

The BFSHOW Arena returns for this edition, welcoming leading experts and showcasing successful market case studies. Organized around different themes, the first day's program focused on insights into sales in the digital world. Jean Makdissi, from E-Commerce Brasil, took the stage to discuss “The New Landscape of Digital Business in Brazil.” The expert highlighted the latest data on Brazil's e-commerce market. He noted that the sales channel recorded an increase in revenue between January and September of this year compared with the same period in 2025. However, average order value, average prices, and units per order all declined. “These figures point to the risk of becoming merely a transactional operator. People who shop on TikTok, for example, aren't looking for a product; they're looking for entertainment. Today, businesses need to create desire and build relationships with their customers,” Jean said.

The use of artificial intelligence was also a topic of discussion in the panel “From Customer Service to Conversion: How AI Is Transforming E-Commerce.” Guilherme Setani, from Seila Intelligent Commerce, shared data with the audience on Brazilian consumer behavior in response to these new tools. According to Bare International, 26% of shoppers already use AI to research, compare, or make purchasing decisions. “This shows that search is becoming a conversation: customers ask questions, and AI makes recommendations. A word of caution for retailers: products that artificial intelligence cannot read will not be included in those recommendations.”

In her presentation, “The Future of Digital Channels and Marketplaces for Footwear,” Leila Lustre Carcagnoli, from Mercado Livre, discussed the tools the platform has been offering its sellers, such as page customization and the option to work with affiliates — profiles that recommend brand products and receive a percentage of sales, helping sellers reach new audiences more effectively. She also presented one of the marketplace's major new features: Mercado Livre Live, a new live-streaming tool that brings together content, interaction, and sales in a single experience. This is an important tool in a market with strong growth potential in Brazil. According to a survey by CNDL/SPC Brasil/Offerwise, one in every three Brazilians has already made a purchase during a live stream. “We are making the tool available to an increasing number of sellers. By the end of the year, sellers with good reputations who provide positive customer experiences will already have access to this feature,” she said.

Closing out the first day's seminar program, Victor Barbieratto's panel, “From the Store Counter to Digital: The Challenges of Profitable Growth in Footwear Retail,” addressed the key pillars that can help brands increase sales. He presented a framework combining strategy, content, and customer engagement that participants can put into practice in a short period of time.

Solutions for the Footwear Industry
In addition to the informative sessions, visitors can connect directly with companies offering solutions for digital retail. The E-Commerce Brasil booth is dedicated to the development of this retail segment, providing access to mentoring, services, expert guidance, and connections with the e-commerce ecosystem. In the same space, 11 companies are showcasing solutions for retailers and brands in logistics, freight and delivery, e-commerce platforms, marketplaces, payments, marketing, customer loyalty, and full-commerce operations. According to Fernando Nagamine, the platform's COO, participating in BFSHOW, both through the booth and the Arena presentations, is an opportunity to reach a new audience interested in digital commerce. “Our goal is to share information about digital sales and the different options available to retailers, bringing insights and knowledge to visitors. We are also introducing a new format by welcoming 11 partners with solutions directly relevant to the footwear industry. We are here to meet new people, network, share knowledge, and help footwear companies increase their e-commerce sales by connecting our ecosystem with the trade show's audience,” he concluded.