Enjoei is a type of “online thrift store” — although this definition is quite comprehensive, it meets our premise. In this sense, this platform has applications for both Android and iOS, configuring itself in a store that sells all kinds of objects, from clothes to electronic materials, as well as bicycles and other miscellaneous products. In view of this, Enjoei opted to give up profit margins in order to be able to expand the platform's sellers in 2021.
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The company's plan is to expand the virtual shopkeepers, in this way, it would be possible to increase the number of customers over time. The basic idea is that, with the expansion of sellers, consequently the quantity of products sold can increase. Enjoei estimates that in 2022, this investment made a year ago will, little by little, reduce the losses that the platform had. The fact is that, in the fourth quarter of 2021, a significant loss was recorded that only gets worse, reaching 56.7% in the last balance sheet made.
Measures to increase sales
The company's CEO, Tiê Lima, argues that once "the number of sellers on the platform has increased, we will combat the cost of acquiring customers, with a more profitable base of users". The first step the company took towards this process was to increase the number of salespeople offering some benefits, such as increasing the liquidity of sales through discounts related to freight for the consumer Final. Subsequently, Enjoei started to offer virtual stores so that they could make their first sale without need, in fact, to pay the standard percentage of the platform, as well as discounts on the second and third sale.
Thus, based on these assumptions, the company had a 50% increase in its salesperson base, reaching 1 million. In addition, the number of transactions/purchases made on the platform also grew by around 17%. With regard to the company's gross revenue, the company obtained an increase of 8.2%, growing 27%.
However, despite these numbers seem promising, the fact is that the improvement in the company's profitability was not effective. In fact, there was a deterioration of around 56.7%, reaching a loss of R$33.7 million. When questioned about this problem, Lima states that these choices were the only and exclusively thinking about the economic scenario, explaining that “in order for the dynamics of growth to be more sustainable”.
“We understand that the macroeconomic scenario puts pressure on the cost of capital as a whole. We have to pay attention and be aware of the scenario because it is challenging. It puts pressure on the expectation of invested capital and puts us at a level of exposure that we have to pay attention to”, he highlighted.
Geographer and pseudo writer (or otherwise), I'm 23 years old, from Rio Grande do Sul, lover of the seventh art and everything that involves communication.
