"CORA plays a fundamental role within my creative network, collaborating deeply with the team and bringing diverse and inspiring perspectives. From this plurality and range of sources, I uncover powerful insights and opportunities for our creative and aesthetics strategy."

Renato Winnig

Global Head of branding and 
creative direction, Natura&co

Decoding E-commerce

Decoding E-commerce

We mapped the vectors reshaping digital consumer behavior to guide the Samsung Shop experience rebrand. Through a cartography of contemporary e-commerce — its rituals, languages, and engagement logics — we identified the creative territories and expression challenges the brand needs to address to make its online store more human, personalized, and relevant. From urgency retail to depth retail, we translated digital culture into strategic direction.

The codes of e-commerce today

The study began with a broad reading of global and Brazilian e-commerce — analyzing how brands like Apple, Nike, Magalu, and Amazon build desire, loyalty, and conversion. We mapped three major retail territories: urgency retail, which compresses time and amplifies impulse; affinity retail, which pulses at the rhythm of communities; and depth retail, which welcomes, listens, and transforms. Each territory reveals a different way of building the relationship between brand and consumer.

From that mapping, we turned our gaze to Samsung Shop — identifying the gaps between the current experience and contemporary digital shopper behavior. The result was a set of insights and creative territories guiding how the brand can make its language more human, its information hierarchy clearer, and its shopping journey more engaging — converting well, generating loyalty, and building desire all at once.