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In 2026, HR will combine algorithms with human sensitivity.

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In 2026, HR will combine algorithms with human sensitivity.

In recent years, HR has moved beyond being a support area and has consolidated itself as a strategic hub within some companies that have understood its role in the business. By 2026, this shift is expected to intensify, with people management taking on a decision-making role and directly impacting corporate results, with leaders increasingly driven by data, technology, and an integrated view of human and organizational performance.

The transformations currently underway can be summarized as, but are not limited to, how HR positions itself within the company. The focus is no longer solely on attracting, developing, and retaining talent, but rather on improving systems that anticipate behaviors, adjust processes, and connect resource management to business objectives. The area must move away from acting reactively and instead act as a strategic radar, capable of predicting scenarios, proposing solutions, and measuring the impact of decisions in real time.

Technology as the engine of a new approach to people management.

The report “The Future of HR in Brazil,” produced by Dell, indicates that more than 70% of HR departments already automate processes and 89% intend to automate them in the near future. However, 25% of companies still do not use HR software and only 42% have adopted AI in any process.

This is only possible because technology has opened new frontiers for HR. Artificial intelligence, for example, is already being used as a partner in selection, data analysis, and even performance reviews, transforming analyses that were previously subjective into evidence-based decisions. People analytics tools are also gaining strength, allowing leaders to understand what truly motivates, retains, and develops their teams, without relying solely on intuition or individual perception. 

Technology with sensitivity: the balance that defines 2026

Another trend that should solidify is the integration between technology and human sensitivity. According to a Deloitte survey, 79% of HR leaders believe that digital transformation is essential for the future of people management. However, technology alone is not enough; it is necessary to humanize processes. In this context, the leaders who stand out in 2026 will be those capable of using data to guide decisions, but without abandoning genuine perspective, and thus, strategic HR is strengthened as a bridge between the rational and the emotional.

Work models 

Work models also come into play in this equation. Hybrid and remote formats have been consolidating in recent years as models that allow for greater flexibility. According to a 2023 Gartner survey, approximately 75% of business leaders intend to adopt hybrid work permanently in their organizations, due to increased employee satisfaction and reduced operating costs. 

Despite the favorable numbers for hybrid and remote work, it's important to recognize that each model has advantages and limitations, and the ideal choice depends on the moment and strategic needs of each company. Although flexible formats bring significant benefits, in-person work still stands out as one of the most effective models for many businesses. Among its main advantages are faster relationship building, encouragement of spontaneous collaboration, strengthening of organizational culture, and accelerated learning, especially for professionals at the beginning of their careers.

Generation Z and the pressure for new management models.

The arrival of Generation Z in the job market is also accelerating transformations in companies. More connected, informed, and demanding in terms of purpose and well-being, these professionals challenge traditional leadership and management models and bring expectations of flexibility and demands for innovative and technological environments. According to the 2025 People Management Trends Report, developed by the GPTW Ecosystem and Great People, Generation Z was identified by 76% of respondents as the biggest challenge for people management, far ahead of Baby Boomers (born between 1945 and 1964), with 8%. 

From my point of view, many companies have lost their way in this debate. While it's crucial for managers to communicate in the same language as their teams, I don't believe the answer lies in molding organizations exclusively to what Generation Z says they want. There are young people with very different profiles, paces, and ways of working, and the company's role is to have (and provide) clarity about their characteristics and appeal, and to consistently support this. 

And this clarity, incidentally, is something that Generation Z itself deeply values. Just as on social media, where people who take a stand, demonstrate authenticity, and are not afraid to express their points of view stand out, even if this displeases part of the audience, the same happens in the corporate environment. Those who take a stand build trust. Those who live "on the fence," merely following trends and avoiding conscious choices, lose strength, relevance, and the ability to attract the right talent. When the culture is transparent, each individual can assess whether that environment is compatible with who they are and what they seek, regardless of the generation to which they belong.

Culture measured, not just declared.

Organizational culture, in turn, ceases to be mere discourse and becomes measurable. Tools for monitoring climate, engagement, and behavior will allow leaders to accurately understand the real needs of their teams, creating environments that are increasingly conducive to human development and team growth.

What once depended on subjective perceptions is now supported by data that reveals patterns, challenges, and growth opportunities. Integrated with platforms that connect purpose, performance, and well-being, these metrics make culture more tangible and actionable. Thus, instead of acting only to avoid crises, companies begin to use qualified information to strengthen bonds, enhance talent, and promote more coherent and healthy work experiences.

In a scenario of rapid change and a shortage of qualified talent, the role of HR is to ensure that the company learns and adapts faster than the market. This requires leaders capable of testing, measuring, leading, and continuously improving their practices, just like any other strategic area of ​​the business. The HR department that stands out in 2026 is not the one that adopts all the new tools, but the one that knows how to use them intelligently, in service of a vibrant, human, and high-performance culture.

Ultimately, the area's biggest leap forward lies in shifting from being a mediator to becoming a catalyst: driving innovation, strengthening culture, and creating an environment where individual growth and business growth go hand in hand. In 2026, the HR professionals who will make a difference will be those who understand that technology doesn't replace leadership, but certainly expands its reach.

A graduate in psychology from PUC-Campinas, with an MBA in project management from FGV, Giovanna Gregori Pinto is the founder of People Leap and a leading figure in structuring HR areas in growing technology startups. With two decades of experience in companies with fast-paced cultures, she built a solid career at giants like iFood and AB InBev (Ambev). At iFood, as Head of People – Tech, she led the expansion of the technology team from 150 to 1,000 people in less than four years, keeping pace with the jump from 10 to 50 million monthly orders. At AB InBev, as Global HR Director, she tripled the team ahead of schedule, increased the People NPS by 670%, boosted engagement by 21%, and reduced technology turnover to the lowest level in the company's history.

OLX reinforces the security of its marketplace with SHIELD.

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OLX reinforces the security of its marketplace with SHIELD.

OLX, one of the largest online buying and selling platforms in Brazil, is the newest partner of SHIELD, a fraud intelligence platform focused on device identification. The goal is to strengthen security on its marketplace by detecting and blocking fraudulent activity in real time, to further protect sellers and buyers.

Now, OLX relies on SHIELD's Device Intelligence technology to eliminate fake accounts and fraudulent activity at its root, preventing scams such as fake ads and reviews , account theft, and collusion fraud from being carried out by fraudsters and causing losses to sellers and buyers.

“SHIELD’s technology has helped us block fraudsters based on detected signals, ensuring a smooth experience for legitimate users. This device-based intelligence blocks fake accounts with unparalleled precision, protects user privacy, and gives us the confidence to expand OLX safely and sustainably,” says Camila Braga, senior product manager at Grupo OLX. 

At the heart of the solution is SHIELD Device ID , the global standard for device identification, with over 99.99% accuracy. It persistently identifies devices even after resets, cloning, or spoofing. Combined with Fraud Intelligence , each device session is continuously analyzed in real time to detect malicious tools such as bots and emulators.

According to SHIELD, one of the differentiating factors of its tool compared to others on the market is that it does not require personally identifiable information (PII) and is not location-based, something that raises serious privacy concerns, since excessive data collection can reveal sensitive information such as where users live or work. With privacy by design , OLX does not have these problems.

“With SHIELD, OLX can grow safely, preventing fake accounts and malicious activity from affecting its users. We are proud to offer a solution that protects buyers and sellers while keeping privacy and compliance at the heart of the platform,” added Justin Lie, CEO of SHIELD.

Brazil has a digital fraud rate above the Latin American average, reveals TransUnion.

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Brazil has a digital fraud rate above the Latin American average, reveals TransUnion.

Brazil presented a suspected digital fraud rate of 3.8%¹ in the first half of 2025, exceeding the 2.8% rate of the Latin American countries analyzed². According to the most recent Digital Fraud Trends Report from TransUnion, a global information and insights company operating as a DataTech firm, the country is among the three markets in the region with above-average rates in Latin America, alongside the Dominican Republic (8.6%) and Nicaragua (2.9%).

Despite the high rate, Brazil recorded a significant drop in the percentage of consumers who said they had been victims of fraud via email, online, phone call, or text message – from 40% when surveyed in the second half of 2024 to 27% when surveyed in the first half of 2025. However, 73% of Brazilian consumers in the first half of 2025 said they were unable to identify whether they had been victims of attempted scams/fraud, highlighting a worrying gap in fraud awareness.

“High rates of digital fraud in Brazil highlight a strategic challenge for businesses and consumers. Monitoring indicators is not enough; it is crucial to understand the behavioral patterns that underpin these crimes. Data reveals that fraudsters evolve rapidly, exploiting new technologies and changes in digital habits. In this scenario, investing in preventative intelligence solutions and digital education programs becomes indispensable to reduce risks, protect the customer experience, and preserve trust in online transactions,” explains Wallace Massola, Head of Fraud Prevention Solutions at TransUnion Brazil.

Vishing a scam carried out by telephone, in which fraudsters impersonate trustworthy people or companies to deceive the victim and extract confidential information, such as bank details, passwords, and personal documents – continues to be the most reported type of fraud among Brazilians who said they had been targeted (38%), but scams involving PIX (Brazil's instant payment system) are emerging as a new trend, occupying second place with 28%.

Although Brazil has a higher-than-average rate of suspected digital fraud, the Latin American scenario shows positive signs. According to the report, the rate of suspected digital fraud attempts has fallen in almost all Latin American countries.

However, even with companies' efforts, consumers remain exposed to fraudulent schemes, with 34% of Latin American respondents reporting having been targeted via email, online, phone calls, and text messages between February and May of this year. Vishing is the most reported attack vector in Latin American countries.

Billion-dollar losses

The second half 2025 update of TransUnion's Top Fraud Trends Report also indicates that corporate leaders in Canada, Hong Kong, India, the Philippines, the United Kingdom, and the U.S. stated that their companies lost the equivalent of 7.7% of their revenue due to fraud last year, a significant increase from the 6.5% recorded in 2024. This percentage equates to a loss of $534 billion, impacting the financial health and reputation of companies.

“Global losses from corporate fraud exceed billions of dollars, compromising not only the financial health of companies but also economic development. Resources that could be directed towards innovation, research, and expansion end up being drained by fraudulent schemes. To illustrate the magnitude of these global losses, the estimated amount would be comparable to approximately a quarter of Brazil's GDP. This comparison highlights the significant economic impact of fraud on the world stage,” emphasizes Massola.

Among the reported frauds, 24% of corporate leadership mentioned the use of scams or authorized frauds (which utilize social engineering) as the most common cause of fraud loss; that is, a scheme that aims to trick a person into providing valuable data, such as account access, money, or confidential information.
 

Impact on consumer relations

Nearly half, or 48%, of global consumers surveyed by TransUnion worldwide said they had been targeted by email, online, phone call, or text message fraud schemes between February and May 2025.

While 1.8% of all suspected types of digital fraud reported to TransUnion globally in the first half of 2025 were related to scams and fraud, account takeover (ATO) saw one of the fastest growth rates in terms of volume (21%) during the first half of 2025 compared to the same period in 2024.

The new study also shows that consumer accounts remain the preferred target for scam threats, leading organizations to strengthen their security strategies and individuals to be more vigilant about their data, integrating a second authentication factor as a preventative practice.

The report found that account creation is the most concerning step in the entire consumer journey globally. It is at this point that fraudsters use stolen data to open accounts across various sectors and commit all types of fraud. In the first half of this year alone, of all global attempts at digital account creation transactions, TransUnion found that 8.3% were suspicious, representing a 2.6% increase compared to the same period last year. Onboarding had the highest rate of transactions suspected of digital fraud in the consumer lifecycle across all sectors analyzed in the first half of 2025, except for financial services, insurance, and government, for which the greatest concern is during financial transactions. For these sectors, transactions such as purchases, withdrawals, and deposits had the highest rate of suspicious transactions.

Game fraud

TransUnion's new Digital Fraud Trends Report reveals that the e-sports/video game segment, which includes online and mobile games, had the highest percentage – 13.5% – of suspected digital fraud globally in the first half of 2025. This number represents a 28% increase in the suspicion rate compared to the same period in 2024. Scams and solicitations were the most frequently reported types of fraud by customers in this niche.

The segment that stands out in the study is gaming, such as online sports betting and poker. According to TransUnion's global intelligence network, 6.8% of digital gaming transactions between Brazilian consumers in the first half of 2025 were suspected of fraud, an increase of 1.3% when comparing the first half of 2024 with 2025. Abuse of promotions was the most frequently reported type of attempted fraud globally.

“The strategies used by fraudsters indicate a search for quick and high-value gains, exploiting digital loopholes and compromised personal data. This behavior reinforces the need for robust identity protection mechanisms and continuous monitoring, especially in segments such as online gaming, where rapid growth attracts criminals on a global scale,” Massola points out.

Methodology

All data in this report combines proprietary insights from TransUnion's global intelligence network, specially commissioned corporate research in Canada, Hong Kong, India, the Philippines, the UK, and the US, and consumer research in 18 countries and regions around the world. The corporate research was conducted from May 29 to June 6, 2025. The consumer research was conducted from May 5 to 25, 2025. The complete study can be found at this link: [ Link]


[1] TransUnion uses intelligence from billions of transactions originating from over 40,000 websites and applications. The rate or percentage of suspected digital fraud attempts reflects those that TransUnion clients determined met one of the following conditions: 1) real-time denial due to fraudulent indicators, 2) real-time denial due to corporate policy violations, 3) fraudulent after client investigation, or 4) a corporate policy violation after client investigation – compared to all transactions evaluated. National and regional analyses examined transactions where the consumer or suspected fraudster was located in a selected country or region when making a transaction. Global statistics represent all countries in the world, not just selected countries and regions.

[2] The Latin American data combines proprietary insights into digital fraud from TransUnion's global intelligence network in Brazil, Chile, Colombia, Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, and Puerto Rico; and consumer research in Brazil, Chile, Colombia, Dominican Republic, and Guatemala.

Post-Black Friday: How to build customer loyalty after the sales boom.

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Post-Black Friday: How to build customer loyalty after the sales boom.

Every year, Black Friday is a huge sales success online. To give you an idea of ​​this year's success, according to data from Confi Neotrust, e-commerce generated around R$4.76 billion. December, especially due to Christmas, another of the strongest dates for online retail, is no different. Last year alone, e-commerce generated R$26 billion between December 1st and 25th. 

But after the peak of online shopping, comes the challenge: how to prevent the "flight" of customers who only buy during these big promotions and disappear for the rest of the year? The period following Black Friday and Christmas is crucial for digital retail, because during this "off-season" period, many retailers see activity slow down and fail to take advantage of the momentum generated at the end of the year to adopt strategies and keep their audience active.

The phenomenon is old, but it has intensified with the advancement of e-commerce and the increasingly volatile behavior of the digital consumer. “Selling well is important, but the real differentiator lies in after-sales service. It is at this moment that the brand should use purchase data to offer personalized communications, relevant offers, and consistent experiences. Ignoring this step means losing the chance to build a bond with those who have already shown interest,” comments Rodrigo Garcia, executive director of Petina Soluções Digitais, a startup specializing in sales management via marketplaces.

With this in mind, the executive listed strategies for retailers to adopt during this period:

"Investing in promotions and communication: Constant promotions and the ease of comparing prices between stores cause customers to choose based on price, not loyalty. Therefore, after-sales service has become one of the most strategic points for those seeking sustainable results," adds Garcia.

"It is at this moment that the brand needs to demonstrate relevance and build trust. Sending personalized offers, providing repurchase benefits, and maintaining an active dialogue are measures that make all the difference," explains Garcia.

Using and 'leveraging' data intelligence:
In addition to maintaining contact, it's necessary to understand consumer behavior based on data collected during peak sales periods. Information about purchase profiles, frequency, and average order value allows for the identification of repeat purchase opportunities and the personalization of communications. Brands that utilize this intelligence are able to reduce customer churn and continuously increase revenue.

Take advantage of seasonal dates

Seasonal dates remain crucial for digital retail, both for sales opportunities and for their ability to keep consumers engaged throughout the year. The period following Black Friday and approaching Christmas typically sees more intense campaigns, as does Cyber ​​Monday itself. But the calendar isn't limited to these major events: occasions like Mother's Day, Father's Day, Children's Day, back-to-school season, regional events, and "equal" dates like October 10th, November 11th, and December 12th have also gained traction by stimulating planned purchases and specific promotional activities.

“Brands that structure their calendar in advance are able to maintain a continuous flow of communication and offers that directly engage with consumer behavior, reducing dependence on large promotions and strengthening repeat business,” explains Rodrigo.

Investing in retail media:
Another essential point is the use of retail media, advertising within the marketplaces themselves, which helps keep the brand visible even after the promotional period. By segmenting campaigns based on browsing history and audience preferences, the retailer remains visible to those who have already shown interest, reinforcing the bond built during major sales events.

Experience can be more decisive than price.

With consumers becoming more informed and selective, the trend is for competition for attention to intensify next year, with the expectation that Brazilian e-commerce will continue to expand. Research by Americas Market Intelligence (AMI) shows that the sector is expected to grow by 20% in 2026, reaching US$432 billion, considering purchases and payments in various segments, from retail to streaming.

“Price is still an attractive factor, but what builds loyalty is the experience. Brands that understand this will build more lasting and healthy relationships with their audiences,” concludes Rodrigo.

Ares Management presents Marq to strengthen the integration of its global logistics platform.

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Ares Management presents Marq to strengthen the integration of its global logistics platform.

Ares Management Corporation (NYSE: ARES) (“Ares”), a global leader in alternative investment management, announces the consolidation of its global logistics real estate platforms under a single brand: Marq Logistics (“Marq”). The new brand will represent Ares’ vertically integrated global logistics platform, managing a total of more than 55 million square meters across the Americas, Europe, and Asia-Pacific.

Marq brings together the integrated logistics real estate platform of North America and Europe, including Ares Industrial Management, with GLP's global logistics real estate platform outside of China, including GLP Brazil. This integration is formalized following Ares' acquisition of GLP Capital Partners Limited and some of its affiliates, completed in March 2025.

With Marq, Ares combines scale, expertise, and resources in real estate to offer consistent, high-level solutions to its tenants worldwide, positioning itself as the preferred partner for its clients.

“Marq represents an exciting new chapter for Ares’ Real Estate business, consolidating our position among the top three global leaders in one of the sectors we believe in most,” says Julie Solomon, Co-Head of Ares Real Estate. “At its core, Marq aims to offer a combination of global scale and local operational excellence to our logistics tenants, underpinned by a simple yet powerful mission: to be a strategic partner for their success,” she adds.

Ares Real Estate is one of the largest and most diversified vertically integrated real estate managers in the world, with approximately US$110 billion in assets under management as of September 30, 2025.

AI gets 8 out of 10 hires right, according to a Brazilian study with a researcher from MIT.

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AI gets 8 out of 10 hires right, according to a Brazilian study with a researcher from MIT.

In 79.4% of cases, artificial intelligence correctly identifies the most suitable candidates for advertised positions, according to a recent study conducted by DigAÍ in partnership with a Brazilian researcher from MIT.

The survey analyzed interviews conducted via WhatsApp and compared the scores assigned by the AI ​​with the final decisions of the managers. The result was that, in 8 out of 10 cases, it classified as "above average" precisely those candidates who would later be approved in the selection process.

This precision reflects AI's ability to assess behavioral signals that often go unnoticed by human recruiters. According to Christian Pedrosa, founder and CEO of DigAÍ, the technology's goal is not to "catch" the candidate, but rather to translate reactions that, when analyzed together, offer a more complete and accurate reading of the professional.

"This type of analysis helps HR teams identify professionals with greater adaptability, consistency, and a predisposition to collaboration—key qualities, although difficult to capture in conventional processes," he says.

How does AI-powered recruitment work?

The methodology combines computational emotional intelligence, language analysis, and statistical models that identify behavioral patterns. In audio, for example, almost imperceptible vocal signals are observed, which are then cross-referenced with trained databases to recognize characteristics associated with professional performance. 

In practice, this set of analyses allows DigAÍ to assess cultural alignment, clarity, and coherence of responses, even in situations where there is a contrast between the content said and how it is said. Overly rehearsed answers, a stiff tone, and an artificial posture, which have always been noticed by experienced recruiters, are now becoming even more evident to AI systems.

On the other hand, in companies, technology represents the chance to reduce biases, improve decision-making, and understand candidates more accurately, going beyond the so-called "gut feeling" during the interview. 

“Technology expands what we can see. When we cross-reference what is said with behavioral patterns, we can understand the quality of reasoning, beyond the response, and how the candidate supports what they claim. It is an evolution that brings transparency and fairer decisions,” concludes Pedrosa.

Global research indicates that Oracle Database customers are evolving their strategies due to high costs and support challenges.

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Global research indicates that Oracle Database customers are evolving their strategies due to high costs and support challenges.

Rimini Street a global provider of end-to-end enterprise software support, products and services, a leader in innovative ERP solutions with Agency AI and independent support for Oracle, SAP and VMware software, announced the results of the research 'Database and Support Strategies 2025: The Revolution of Diversification and Decentralization', a global study conducted by Unisphere Research with more than 200 Oracle Database managers and specialists.

Some of the main insights from the study are:

  • 87% indicated that slow problem-solving is problematic.
  • 69% consider Oracle's licensing process too complex.
  • 63% of respondents cite high support costs as a significant problem.
  • 62% of respondents say they are impacted by database performance issues monthly or more frequently.
  • 52% of respondents report that there are not enough qualified people to manage AI/ML initiatives.
  • 52% of Oracle managers want their databases to integrate more closely with existing AI/ML frameworks.

Oracle Database customers face challenges with cost, quality, and responsiveness of support.

Most Oracle Database customers surveyed report constant frustration with the speed and quality of support provided by Oracle, with 63% stating that support costs are too high . Around 87% of respondents say that slow resolution is a significant problem or worse for their organizations; only 16% state that their initial Oracle support engineer is very qualified when they request help, further delaying problem resolution time. Some even say they “always need to escalate to a more qualified engineer” to receive the level of support or attention they need.

Growing adoption of independent support as an alternative to reduce costs and achieve better response times.

Research reveals that more organizations are actively turning to independent support to immediately reduce support costs and resolve urgent and critical issues. 25% say they are currently using a support partner, while 30% are considering this option, primarily in areas such as cloud database management (37%), data migration (36%), performance optimization (34%), and backup and recovery (32%).

“Organizations that use Oracle Database depend on system stability, speed, and support expertise they can rely on,” said Rodney Kenyon, Senior VP and Support Solutions Manager at Rimini Street. “With Rimini Street, in addition to reducing support costs, clients like Hyundai see firsthand how our proactive support model resolves critical issues quickly, optimizes performance, and redirects team focus toward innovation and growth.”

“The research results reinforce what we see daily in Brazil: companies that depend on Oracle Database face high costs, slow support, and difficulty advancing essential initiatives such as AI and automation. Since a large portion of respondents report slow call resolution and more than half are already seeking greater integration with AI/ML frameworks, it is clear that the traditional manufacturer model does not keep pace with the urgencies and needs of the business,” explains Manoel Braz, VP of Rimini Street in Brazil.

Most Oracle Database customers are expanding their database strategies beyond Oracle.

Oracle Database customers are seeking alternative databases for new or redesigned applications due to high costs (58%). The majority (52%) require integration with popular AI/ML frameworks. As a result, 77% of respondents say they have deployed new applications or datasets on non-Oracle databases in the last 36 months. Along with Oracle, 59% use SQL Server, 45% use MySQL, 40% use PostgreSQL, and 28% use Amazon RDS.

“Organizations are racing to utilize machine learning models to drive intelligent automation, and it’s possible to do so without incurring unnecessary costs, risks, or business disruptions,” said Robert Freeman, Senior Director and Principal Database Architect at Rimini Street. “Our broad range of customized solutions and services for Oracle Database helps clients maximize the potential of their database investments and accelerate AI innovation with greater freedom, agility, and control.”

Access the survey ' 2025 Database Strategies and Support Survey – The Diversification and Decentralization Revolution '.

E-commerce revenue reached R$ 4.76 billion on Black Friday, an 11% increase compared to 2024.

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E-commerce revenue reached R$ 4.76 billion on Black Friday, an 11% increase compared to 2024.

E-commerce revenue on Black Friday 2025 reached R$ 4.76 billion, an increase of 11.2% compared to last year. This result surpasses last year's figure of R$ 4.27 billion by half a billion reais. The analysis considers the accumulated sales from 00:00 to 23:59 on November 28th and compares it to the figures from November 29th, 2024, the day of Black Friday last year. The data was extracted from the Black Friday Hora Hora Platform of Confi Neotrust , a market intelligence company that monitors Brazilian e-commerce.

The top three categories that stood out most on Black Friday 2025 were TVs (with revenue of R$ 443.2 million), smartphones (R$ 388.7 million), and refrigerators (R$ 273.2 million). Among the products with the highest revenue, the Samsung 12,000 BTU split air conditioner led the ranking, followed by the black 128GB iPhone 16 and the Samsung 70-inch Crystal Gaming Hub Smart TV.

Home products were another highlight. The combined sales of refrigerators, washing machines, and air conditioners exceeded half a billion reais. The number of orders completed on that day was 28% higher, with 8.69 million orders completed compared to 6.74 million last year. The average ticket price fell by 12.8%, registering R$ 553.6 compared to R$ 634.4 on Black Friday 2024.

Léo Homrich Bicalho, Head of Business at Confi Neotrust, highlights the increase in the average ticket price recorded last Monday (24), from R$ 325, to R$ 554, on Friday (28). “This growth indicates the decisive migration of consumption towards high-value items. Even in this scenario of high ticket prices, the footwear category remained firmly in the Top 4 with revenue of R$ 202 million, ensuring that the transactional volume remained high in parallel with record revenue,” he says.
 

Compared to Black Friday 2023, which generated R$ 3.95 billion in revenue, this year's increase was 20%. Compared to the last Friday of November 2022, the growth was 11.6%. In recent historical data, this year's Black Friday was second only to Black Friday 2021 in revenue, a period when e-commerce was under the influence of the COVID-19 pandemic, which generated R$ 5.13 billion.

According to Bicalho, Black Friday 2025 is consolidating itself not only through transaction volumes, but also through the sophistication of consumer behavior. “The anticipation of purchases throughout November allowed consumers to intelligently divide their budget: securing recurring and fashion items throughout the week (generating volume) and reserving the main capital for 'desired purchases' (TVs and appliances) on the official Friday. If 2021 was an anomalous peak driven by isolation, 2025 establishes a new benchmark of consistency and health for digital retail in times of normality, delivering the strongest week in the sector's recent history,” he adds.

About the Black Friday Hour by Hour platform

The study was based on data extracted from the Black Friday Hour by Hour Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.

Data scope

Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from more than seven thousand partner stores, offering analyses of purchases and profiles of more than 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering an average of 2 million orders per day.

Shopee's Black Friday sales grew by more than 90% compared to last year.

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Shopee's Black Friday sales grew by more than 90% compared to last year.

Shopee the biggest Black Friday ever in the country this Friday , with an increase of over 90% in sales value compared to the same period last year. Along with 11.11, the platform concludes a historic month since the start of its operations in Brazil.

“The 2025 shopping season has been exceptional for Shopee. We started with 11.11, which recorded 20 million items sold in a single day, and we continue to break records this Black Friday week. The results show the strength of our operation in Brazil, with consistent growth in sales and engagement, in addition to new consumers and sellers being positively impacted each year,” says Felipe Piringer, Head of Marketing at Shopee .
 

Proof of this is that small and medium-sized entrepreneurs multiplied their sales in November and, in many cases, reached their highest revenue peak of the year during the promotional period. This was the case for Thayse Oliveira , from Mix Lar Utilidades , who broke her monthly sales record this shopping season. “Since I joined the platform 3 years ago, my revenue has grown month after month. Black Friday closes a year of dreams for me. I managed to launch my brand, have my own manufacturing, and double the store's revenue, driven by demand on Shopee,” celebrates the entrepreneur.

As one of the major attractions of this Black Friday, the platform offered R$ 200 discount coupons in the "Official Stores" , which contributed to the day's strong performance. Among the brands with the highest sales figures this Friday were names like Britânia, Electrolux, Philco, and MadeiraMadeira, reinforcing the wide variety of choices available to consumers on the marketplace.

Among the categories that grew the most in sales compared to last year's Black Friday are Computers and Accessories (200%); Home Appliances (+100%); Groceries (+90%) and Home Care (+90%).

Bestsellers 

The best-selling product throughout the day was smartphones , with over 300,000 units, followed by video game consoles, with over 170,000 units, and panettone , with over 13,000 units sold . Compared to 2024, the platform also showed significant growth in purchases of higher-value items, with products such as air conditioners, fans, exercise bikes, televisions, and microwaves topping the list.

Faster and more efficient deliveries during the season
. The main shopping season of 2025 featured even faster and more efficient deliveries, a result of Shopee's consistent progress in its logistics infrastructure.

The company more than doubled its package processing capacity compared to November 2024 thanks to several initiatives, such as the opening of the distribution center in São Bernardo do Campo (SP), which houses the company's largest sorter in Brazil and processes up to 3.8 million orders per day; the expansion of the fulfillment distribution center in Franco da Rocha (SP), which had its area doubled to meet peak demand; and the recent inauguration of the new space in Itajaí (SC), which reinforces operations in the South of the country, among others.

Giving Day

For those who wish to end the shopping season with a touch of solidarity, Shopee a special campaign on December 2nd Giving Tuesday, a global movement created in the United States as a charitable response to Black Friday and Cyber ​​Monday .

The platform will offer a 100% cashback coupon (limited to R$20) valid for 3 months to users who make contributions via Shopee Donations on this day. Additionally, on December 2nd at 1 PM , the marketplace will host a special live event dedicated to its 12 partner NGOs .

To participate in the campaign, simply access the Shopee Donations in the app (available for Android) or via the web, select your desired institution, and choose the donation amount. The donated amount is entirely passed on to the chosen NGO. After seven days, the user receives cashback in Shopee Coins, which will be credited to the “My Coins” area within the “My Wallet” tab in the app.

Preparing for the last double date of the year and Christmas.

Shopee is already preparing for the 12.12 Christmas Sale , which marks the end of the 2025 shopping season and kicks off the final rush for Christmas. The platform will offer R$15 million in discount coupons , as well as free shipping on purchases over R$10 , expanding opportunities for those who want to make or supplement their end-of-year purchases.

Starting December 2nd, the platform launches the "12 gifts until 12/12" . From December 2nd to 11th , a new gift, advantage, or benefit will be revealed daily. Consumers can access the campaign page and redeem the gift of the day , accumulating opportunities throughout the promotion.

Furthermore, between December 12th and the end of the year, Shopee will have a special microsite highlighting the best-selling products of 2025 , serving as a showcase of trends and a new opportunity for consumers to buy their favorite items of the year at competitive prices.

The day before Black Friday sees a 34% increase in e-commerce revenue.

E-Commerce Update
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The day before Black Friday sees a 34% increase in e-commerce revenue.

On the eve of Black Friday, Brazilian e-commerce reached a revenue of R$ 2.28 billion, a 34.1% increase compared to the eve of the previous Black Friday. The analysis considers the accumulated sales made on November 27th and compares the figures recorded on November 28th, 2024, the eve of last year's Black Friday. The data was extracted from the Hora Hora Platform of Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce.

The number of orders, in turn, was 63.2% higher, with 5.9 million orders completed compared to 3.6 million last year. The average ticket price, however, fell by 17.87%, registering R$ 385.65 on November 27, 2025, compared to R$ 469.51 on the eve of Black Friday 2024, which shows that consumers are buying more, but opting for items with a lower average value. The categories that stood out the most on the eve of Black Friday were: TVs (R$ 150.6 million), smartphones (with revenue of R$ 143.4 million) and footwear (R$ 111.7 million).

Considering the period from November 1st to 27th, 2025, sales remain strong, with revenue of R$ 39.2 billion, a 36.2% increase compared to 2024. Regarding the number of orders, growth was 48.8%: 124.9 million in 2025 versus 83.9 million in 2024. The average ticket price for the month fell by 8.5%: R$ 313.98 in 2025 compared to R$ 343.26 from November 1st to 27th, 2024.

According to Léo Homrich Bicalho, Head of Business at Confi Neotrust, the closing of the pre-Black Friday phase (November 24-27) consolidates an aggressive acceleration curve, reaching R$ 7.2 billion in accumulated sales and more than 51 million items sold.

“The big highlight was Thursday (27), which broke the R$ 2.28 Billion barrier in a single day and recorded the highest growth peak of the week (+34.1%), proving that the anticipation strategy was decisive in capturing the consumer even before the official turn of Friday. This is what we had already predicted considering the Black November we have been experiencing, with 11/11 registering the highest sales peak in a single day so far. The slight drop in the average ticket, in turn, can be explained by something we have observed in previous years: the consumer reserves the purchase of higher-value products for Black Friday,” he analyzes.

About the Black Friday Hora a Hora platform

The study was based on data extracted from the Black Friday Hour by Hour Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.

Data scope

Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from more than seven thousand partner stores, offering analyses of purchases and profiles of more than 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering an average of 2 million orders per day.

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