For years, the growth of Brazilian e-commerce was driven by a simple logic: paid traffic comes in, orders go out. But this model of constant acquisition with little connection to customer loyalty is under increasing pressure — whether due to rising media costs, channel fragmentation, or consumer volatility.
Market maturity demands a paradigm shift: from transactional operations to long-term relationships. It is in this context that the rebranding of Mailbiz to Flowbiz stands out. Not only because it represents a technological evolution but because it reflects — and perhaps even foreshadows — what lies ahead for the entire industry.
The era of ‘Flow’: more than automation, relational intelligence
Flowbiz is not just a new name. It is a strategic positioning that embraces what is at the core of modern e-commerce operations: data intelligence applied to the repurchase journey.
By transitioning from an email marketing-focused solution to a CRM and automation platform centered on loyalty, the company directly responds to the fastest-growing trend among mature brands: extracting more value from the customer base. The logic is now clear: if CAC (Customer Acquisition Cost) keeps rising, LTV (Lifetime Value) must keep up — and this only happens with strategy, data, and recurrence.
In the words of Lucas Brum, Partner and Commercial Head at Flowbiz: “Flowbiz was born with the purpose of better reflecting everything we have become: a platform that goes beyond email marketing, helping e-commerce businesses create personalized, profitable, and sustainable strategies”.
From acquisition to the consistency of loyalty
The transformation of performance marketing is no longer a bet—it’s a one-way street. The focus on immediate ROI has given way to a broader vision of profitability, where channels like email, WhatsApp, and push notifications gain new relevance — to be orchestrated by automated journeys based on behavior and context.
Flowbiz translated this vision into its upcoming module called ‘Fluxos’ (Flows). It enables advanced re-engagement, reactivation, and personalization actions based on real data. But more than a feature, this change reveals the rise of a new operational model: performance CRM.
The marketing of the future will require real-time decisions, and this starts now. Thiago Pitta, CTO of the company, explains: “Flowbiz is building a 360º data ecosystem (Customer Data Platform), with modern and scalable infrastructure, ready for AI use.”
The rebranding as a market signal
What do we learn from this change? That we’re not just talking about a new brand, but a new mindset. One that understands that the true competitive advantage of e-commerce lies not in who attracts more, but in who builds better relationships.
For many, the term ‘CRM’ still sounds like something restricted to large companies or complex operations. But technological evolution, combined with the urgency to scale efficiently, is changing this. Companies that once only ‘sent emails’ now think about orchestrating complete experiences.
Flowbiz may be one of the first to clearly assume this new role, but it certainly won’t be the only one.
What does this mean for the market?
- Loyalty will be the new acquisition. Soon, the most relevant budgets won’t be in ads, but in tools that activate and retain the customer base.
- CRM stops being support and becomes growth. Marketing teams will need to understand data, behavior, and personalization as much as they understand media.
- The game is about lifetime, not about the click. Those who understand this first will build sustainable advantage — while others chase conversion at any cost.
The big transformation, in the end, isn’t just about technology. It’s about the strategy built. Companies that put the customer at the center — not as a campaign target, but as part of a continuous journey — will dominate the new growth cycle of Brazilian e-commerce. Those that still operate with an exclusive focus on acquisition will become increasingly hostage to algorithms and traffic unpredictability.
The future belongs to those who build brand, relationships, and relevance — and do all this with data, automation, and purpose. The rebranding of Flowbiz is just another chapter in this change. But the story is being written by everyone who understands that loyalty is the new way to scale.
