Far beyond the discounts: what's at stake in the Black Friday operation?

With millions of orders concentrated in just a few days, companies need to integrate technology, logistics, and security to avoid failures, losses, and problems in the customer experience.

Black Friday is one of the most anticipated dates for Brazilian retailers, but the success of sales depends on an operation that begins long before the offers are announced. Behind every purchase are payment systems, inventory control, digital platforms, customer service teams, and logistics structures that need to function in an integrated way. When one of these steps fails, the effects can compromise not only the sale but also consumer confidence.

The magnitude of this challenge is evident in the numbers. According to Confi Neotrust, Brazilian e-commerce registered 8.69 million orders on Black Friday 2025, a 28% increase compared to the previous year. Revenue reached R$ 4.76 billion, an 11.2% increase. For 2026, a study by Stefanini Marketing projects approximately 18.3 million orders throughout the promotional week, reinforcing the need for preparation for a period of intense activity.

Transaction volume, however, represents only part of the challenge. In addition to attracting consumers and offering competitive conditions, retailers need to ensure that the entire structure involved in the purchasing journey can keep up with demand, from website navigation to product delivery.

“Black Friday concentrates, in just a few hours, everything that can put pressure on an operation. The challenge is not only to handle the volume, but to ensure that the entire technological chain works from end to end, without turning internal instability into a bad experience for the consumer,” says Felipe Wasserman, Marketing and Growth Director at Skyone and professor of retail at the Escola Superior de Propaganda e Marketing (ESPM).

When the problem is not on the website

Although a sales platform outage is one of the most visible failures for the consumer, problems can begin in less noticeable stages of the operation. Enterprise resource planning (ERP) systems, inventory control tools, anti-fraud platforms, and payment processing services also need to support the increase in transactions.

According to Wasserman, the ability to identify these pressure points depends on a technological infrastructure prepared to respond quickly to demand fluctuations. Among the recommended measures are load testing, continuous system monitoring, and mechanisms that allow for increased processing capacity during peak periods.

The importance of this preparation was also among the topics discussed during the panel “Black Friday without improvisation,” held in September at the Skyone Confraternity in São Paulo. The meeting brought together representatives from technology, logistics, and retail companies to discuss the operational challenges of the event.

At the event, Luciano Conde, from Oracle, highlighted the importance of preparing teams and partners for critical situations. Among the initiatives presented were the so-called Rapid Response Teams, groups prepared to act quickly in the face of failures, as well as the use of cloud solutions to adjust technological capacity according to demand behavior.

The retail perspective was presented by Fernando Diniz, representative of Petz and Cobasi, who emphasized the need to involve different areas in planning. Performance tests, real-time monitoring, and proper resource allocation help identify potential bottlenecks before they compromise sales.

The sale happens in seconds, but delivery requires months of preparation

Logistics is another key component for successful Black Friday sales. After all, completing a transaction doesn't mean the operation is over. Following payment confirmation, a sequence of activities begins involving order picking, storage, transportation, and delivery.

Preliminary data from Reclame AQUI shows how this step can influence the consumer experience. In monitoring carried out on the eve of Black Friday 2025, delivery delays accounted for 25.29% of complaints registered between the start of the analysis, on November 26, and the afternoon of the 27th. The survey also identified complaints related to promises of fast deliveries that were not fulfilled.

According to Gilberto Hugen of BBM Logística, preparation for the promotional period begins approximately three to four months in advance. During the Skyone Confraria event, he highlighted the need to plan teams, equipment, and vehicles in advance, considering both demand projections and the possibility of unforeseen events.

In this process, technology, people, and operational procedures need to work together. The availability of professionals, transportation capacity, and the existence of alternative plans can make all the difference when the volume of orders exceeds what was initially projected.

The challenge also requires attention to communication between departments. Discrepancies in inventory information, for example, can result in the sale of unavailable products, leading to cancellations and complaints. Similarly, promising delivery times that are incompatible with logistical capacity can compromise the company's reputation, even when the online shopping experience is smooth.

Digital security also comes into play

The surge in sales during Black Friday increases the need to protect consumers and businesses against fraud attempts. During periods of high activity, legitimate transactions and suspicious activities can occur simultaneously, requiring mechanisms capable of identifying risks without compromising the shopping experience.

The risk of fraud in online shopping is already a reality for Brazilian consumers. According to research conducted by the National Confederation of Retail Leaders (CNDL), 19% of consumers who shopped online were victims of online fraud in the 12 months prior to the survey. Another 20% reported attempted scams, but without financial loss. These figures highlight the importance of investing in preventative measures, especially during periods of high commercial activity, such as Black Friday.

According to Bruno Caldas, Head of Cybersecurity at Skyone, technological protection needs to consider the impacts that an incident can have on different areas of the business. “Fraud or an operational failure during Black Friday can simultaneously affect the cash register, inventory, customer service, and consequently, the company's reputation. Therefore, security and availability need to be considered as part of the consumer experience. Technology needs to identify risks and respond quickly, but without creating friction for those making a legitimate purchase,” he explains.

During the Skyone Confraternity, Daniel Romio from Fortinet also drew attention to the risks associated with cyberattacks during periods of increased activity. According to the expert, preparation should include simulations, continuous monitoring, and review of the different security layers.

Strategies include the use of tools supported by artificial intelligence, the identification of suspicious traffic, and the adoption of mechanisms to prevent a localized threat from compromising the entire technological infrastructure.

Another precaution involves monitoring fake pages that mimic the visual identity of well-known brands. Fernando Diniz highlighted that identifying cloned websites is also part of the protection measures adopted by large retail operations.

Preparation needs to take the unexpected into account

Although Black Friday presents specific challenges, many of the measures needed to navigate this period are part of operational management that should be maintained throughout the year.

The difference lies in the intensity. A problem that could be solved relatively easily on a typical busy day can escalate when thousands of consumers try to make purchases simultaneously.

Therefore, preparedness should not be limited to the processing capacity of digital platforms. It is necessary to review the integration between systems, verify the availability of advertised products, size customer service teams, assess logistical capacity, and establish procedures for emergency situations.

Small and medium-sized retailers can also adapt these measures to the reality of their businesses. Confirming stock availability in advance, aligning deadlines with suppliers and carriers, testing payment methods, and defining who is responsible for resolving problems are initiatives that do not necessarily depend on large technological investments.

The existence of alternative plans is another important point. If a system becomes unstable or a particular logistics partner is unable to handle the expected volume, the company needs to know its response options to reduce the impact on operations.
"On Black Friday, there's no room to discover the problem during the event. The operation needs to arrive at the date with tested limits and knowing how to react when something goes wrong," concludes Wasserman.

More than just a race for discounts and revenue, Black Friday puts companies' ability to deliver on their promises to the test. The outcome depends not only on the number of orders received, but also on the efficiency in processing, protecting, and delivering them under the promised conditions.

Written by Skyone