Gilmar – Brazilian consumers have finally discovered the advantages of e-commerce, and with technological access at their disposal, we are experiencing a movement that cannot be reversed. Given this scenario, we have two major trends that mark the next phase of our e-commerce: Off to On and how to adapt your website to the mobile platform. The first is about businesses that were born physical and are moving to the digital world. Before, we imagined that this ecosystem would be made up of businesses that were born digital, ready for e-business. But that is not true. We are increasingly seeing companies adapting and migrating to the online world, which has proven to be a very strong sales channel and also a channel for relationships between brands and consumers. The second movement is Mobile, purchases via mobile devices. This trend is expected to grow a lot in the coming years and needs to be on the radar of those who are starting out and want to succeed in the online sales market.
02) In your opinion, what is the main mistake that a small business makes when entering the online sales circuit?
Gilmar – I believe it is not considering operational security as a priority. Small businesses often do not know what they need to do to be in this environment and what they should invest in first. Unfortunately, they only end up seeing anti-fraud management as a strategic resource when they have already become victims of uk consumer data list and lost important resources. In our field, we talk about ROI, or Return on Investment, which shows how much money was earned or lost through a given investment. So, when we look at the ROI of a company that invested in an anti-fraud solution, in all cases we see that this business benefited from this decision. This is because the amount invested is much lower than what it would lose in recurring frauds by not having the solution.
03) What are the frauds that most plague companies with this profile?
Gilmar – The most common type of fraud is authentication fraud, where the person making the transaction is not the actual buyer. However, when it comes to e-commerce, it is worth remembering that everything is very dynamic and relative. This is because fraud is not unique or square; it exists in various segments and in different business processes. This type of fraud is very difficult to stop without an appropriate solution and can cause damage that can completely compromise the company's online sales operation. Therefore, it is necessary to look at the whole picture. Understand the business and map its processes, the opportunities for fraud that are hidden there, and then find the solution that best suits the company's needs, the one that will actually bring the expected result.
04) How can choosing an anti-fraud solution impact the success of small businesses’ e-commerce?
Gilmar – A solution developed specifically for the business will better direct activities and help understand how fraud occurs in that market. This is essential so that the solution only rejects cases of fraud, without harming the good buyer or the company's revenue. There are off-the-shelf options that are more affordable, but when you look closely at their transaction rejection rates, it is clear that they harm the growth of small entrepreneurs. We have cases where the anti-fraud system automatically rejects more than 20% of orders. For those who are starting out and have a tighter budget, each sale counts a lot, and this is fatal for the business.
05) If you could give one piece of advice to a small entrepreneur who wants to enter the world of online sales, what would you say?
Gilmar – Think about it, the competitiveness and prosperity of your business depends on making this decision. However, when planning your e-commerce, put security at the top of the list of values that will be invested. Don’t wait until six months later, when you have already lost important resources to fraud. In addition, choose an expert anti-fraud partner. Ask well-known entrepreneurs for references and do a lot of research on the company you want to hire. Be sure to ask key questions, for example, if they have already served other businesses in your segment, if they have specialized professionals in-house and if their solutions are flexible. Remember that by offering security, you protect much more than just your e-commerce transactions. You protect your business’ reputation and generate more trust. And this is the most valuable currency a company can have today.
Gilmar Hansen holds a degree in Business Administration from the University of Joinville and an MBA in Business, Marketing and Change Management from the University of Castelo Branco. He is currently the Product Director at ClearSale, a market leader in anti-fraud solutions. With 8 years of experience as a Development, Product and Service Manager (Technology Solutions), he was also a co-creator of the fluig platform at TOTVS, the company Brava Tecnologia (CEO), and a co-founder of the Datasul – Tech Solutions Development Franchise. He was also a university professor of Entrepreneurship for 3 years at the Cenecista College in Joinville and is certified as a BPM Practitioner and BPM Specialist by AIIM.