The hypothesis about the reason for the low conversion rate was linked to the high cost of mobile Internet in Brazil.

When people accessed the Netshoes mobile site and app, they not only feared that their data package would run out during the purchase, but they also had to prioritize their use of the data plan to navigate on Facebook, WhatsApp and other social media.

This fear of using the data plan was generating loss of sales and only a company that thinks of innovation and understands technology as Netshoes, knew it would be possible to go through all the restrictions of the operators and make the project viable.

Netshoes invited all mobile phone operators in the country to be the first e-commerce firm in the world to establish free navigation on its site and mobile app. This solution would benefit more than 160m people in the country.

Dozens of people worked together (Netshoes, our agency and operators) to find a way to exempt 100% of Netshoes data traffic. Note that each Operator had a different technical and pricing structure and this solution is not a standard product from the operators.

We made all the intermediation between Netshoes and the four mobile operators in order to make the project viable in all its aspects: technical, contractual, negotiation and support in the communication & marketing strategy.

A massive campaign was launched to communicate this new benefit and within only 4 months, Netshoes mobile statistics changed dramatically:

Average navigation time: +80%

Conversion rate: +60%

Revenue: +54%

Transactions: +60%

• On Black Friday 2015, mobile access surpassed desktop for the first time in Netshoes history

• Comparing only the months of November 2014 and 2015 Netshoes app had a 150% increase in total downloads

Netshoes became the 1st e-commerce in the World to provide free access to customers