Why is the future of e-commerce in loyalty and what does the repositioning of Mailbiz reveal about it?

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 loyalty, is under increasing pressure—whether due to rising media costs, channel fragmentation, or consumer volatility.

Market maturity requires a paradigm shift: from transactional operations to long-term relationships. It is in this context that the rebranding of Mailbiz to Flowbiz draws attention. Not only because it represents a technological evolution, but because it is a reflection—and perhaps even a harbinger—of what lies ahead for the entire sector.

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 migrating from an email marketing-focused solution to a CRM and automation platform focused 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 doesn't stop rising, LTV must keep pace—and this only happens with strategy, data, and recurrence.

In the words of Lucas Brum, Partner and Commercial Head of 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 gamble; 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 notification push gain new relevance—which will be orchestrated by automated journeys, based on behavior and context.

Flowbiz has translated this vision into its upcoming module, called “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, the company's CTO, explains: "”Flowbiz is building a 360º data ecosystem (Customer Data Platform), with modern and scalable infrastructure, prepared for the use of AI.". 

Rebranding as a market signal

What have we learned from this change? That we are not just talking about a new brand, but about a new mindset. One that understands that the true competitive advantage in e-commerce lies not with those who attract more, but with those who build better relationships.

For many, the term “CRM” still sounds like something restricted to large companies or complex operations. But the evolution of technology, combined with the urgency to scale efficiently, is changing this. Companies that once only “sent emails” are now thinking about orchestrating complete experiences.

Flowbiz may be one of the first to clearly assume this new role, but it certainly will not be the only one.

What does that mean for the market?

1. Loyalty will be the new acquisition. Soon, the most relevant budgets will not be in ads, but in the tools that activate and retain the base.
   
2. CRM ceases to be support and becomes growth. Marketing teams will need to understand data, behavior, and personalization as much as they understand media.
   
3. The game is about lifetime, not about the click. Those who understand this first will build a sustainable advantage—while others chase conversion at any cost.
   

The great transformation, in the end, is not only in the technology. It is in the strategy built. Companies that place the customer at the center—not as a campaign target, but as part of an ongoing 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 the algorithm and the unpredictability of traffic.

The future belongs to those who build brand, relationship, 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 all who understand that loyalty is the new way to scale.