Many traditional companies still see digitalization as something distant or unnecessary, but the scenario has changed. Businesses that do not adapt end up losing customers to more agile and connected competitors. Just look at consumption: more and more people research products online, make purchases via mobile, and expect quick service on messaging apps. Those who have not yet entered this world are falling behind.
A survey by the National Industry Confederation (CNI) showed that 58% of large companies in Brazil have started digitalization processes. But the striking fact is that only 29% have successfully implemented these changes, showing that many still face difficulties in adapting.
According to Thiago Finch, entrepreneur and CEO of Holding Bilhon, the mistake of many companies lies in seeing digitalization only as an expense, without understanding the real benefits. “Digital transformation is not just about technology, it’s about efficiency and new ways of selling and connecting with customers. Today, those who do not invest in this are throwing money away because they are missing out on a huge audience that already expects this type of experience,” he points out.
What companies gain by migrating to digital
Digitalization allows traditional businesses to reach more customers without the need for large physical structures. With an e-commerce, for example, a local store can sell to the entire Brazil. A restaurant that adopts online orders gains more convenience and reduces queues. A small shop that uses social media for customer service can sell more without relying solely on passersby.
In addition, automating internal processes saves time and money. Management systems help organize stocks, track sales, and even prevent waste. Payment platforms make transactions quicker and safer. All of this improves the customer experience and brings direct results to revenue.
Another important point is data collection. Digital tools allow for a better understanding of customer behavior, which helps offer products and services more aligned with what they actually want. ‘Instead of trying to guess what might work, companies start making decisions based on concrete information,’ Thiago Finch points out.
Why do some companies still resist digitization
Despite many advantages, many traditional companies still avoid this change. The main reason is the fear of the unknown. Many entrepreneurs are afraid of making mistakes, wasting money without return, or simply don’t know where to start.
Another factor is the company culture. Family businesses or companies that have been operating the same way for decades may have difficulty convincing the team and managers that digitization is worthwhile. The challenge is not only in the technology but in changing the mindset of those accustomed to doing everything manually.
Finch explains that this barrier needs to be overcome for the company to remain competitive. ‘The market doesn’t wait. Today, if a consumer finds a competitor that offers more convenience, they switch suppliers immediately. No matter how traditional or well-established the company is, if it doesn’t make the customer’s life easier, it will lose space. This goes from simple things like accepting credit card payments to more advanced conveniences, like anticipating consumer desires,’ the CEO exemplifies.
How to start digitization without complications
For those who want to take the first steps without major risks, the ideal is to start small. A restaurant can test online orders before creating its own app. A store can sell on Instagram before opening a full e-commerce. Small adjustments already make a difference in operations and customer perception.
Investing in team training is also essential. Many employees may resist change because they do not feel prepared to use new tools. Training and internal support help make this transition smoother and more efficient.
In addition, relying on specialized partners can speed up the process. Technology companies offer ready-made solutions that facilitate digitization without requiring large initial investments and with intuitive interfaces. The important thing is to start and adjust according to the business needs.
According to Thiago Finch, the mistake is thinking that this change can be postponed. “Those who have not yet taken this step need to act now. Digitization has ceased to be a trend to become the only way to ensure growth in the coming years,” he emphasizes.
