For years, the growth of Brazilian e-commerce has been driven by a simple logic: paid traffic comes in, orders go out. But this model of constant acquisition and little connection to loyalty is increasingly under pressure—whether from the rising cost of media, channel fragmentation, or consumer volatility.
Market maturity requires a switch: 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 foreshadowing — 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 center of modern e-commerce operations:Data intelligence applied to the repurchase journey.
When migrating from an email marketing-focused solution to a CRM and automation platform focused on loyalty, the company is responding directly to the fastest-growing trend among mature brands:extract more value from the customer baseThe logic now is clear: if the CAC keeps rising, the LTV needs to keep up — and that only happens with strategy, data, and recurrence.
In the words of the Partner and Commercial Head of Flowbiz, Lucas Brum: “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 is an irreversible path. The focus on immediate ROI has given way to a broader view of profitability, where channels such as email, WhatsApp, and notification withpushgain new relevance — which will be orchestrated byAutomated journeys, based on behavior and context.
Flowbiz 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 functionality, what this change reveals is the rise of a new operational model:Performance CRM
The marketing of the future will require real-time decisions, and that 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 AI use.
Rebranding as a market signal
What do we learn from this change? That we are not just talking about a new brand, but about anew mindsetSomeone who understands that the true competitive advantage of e-commerce is not in attracting more, but in building 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 that.Companies that used to just "send emails" now think about orchestrating complete experiences.
Flowbiz may be one of the first to assume this new role with clarity, but it certainly will not be the only one.
What does this mean for the market?
- Loyalty will be the new acquisition.Soon, the most relevant budgets will not be in the ads, but in the tools that activate and retain the customer base.
- CRM ceases to be support and becomes growth.Marketing teams will need to understand data, behavior, and personalization just as much as they understand media.
- The game is about lifetime, not about the click.Whoever understands this first will build a sustainable advantage—while others rush after conversions at any cost.
The great transformation, in the end, is not only in technology. It is in the built strategy. Companies that put the customer at the center — not as a target of campaigns, but as part of a continuous journey — will dominate the new growth cycle of Brazilian e-commerce. Those that still operate with a sole focus on acquisition will become increasingly hostage to the algorithm and the unpredictability of traffic.
The future belongs to those who build brand, relationships, and relevance — and do all of this with data, automation, and purpose. Flowbiz's rebranding is just another chapter of this change. But the story is being written by everyone who understands that loyalty is the new way to scale.
