The logic of charging commissions on sales, even without generating direct value in the production chain, is in question. This is the view of André Cruz, co-founder and CEO of Digital Manager Guru, a complete platform for online checkout and sales management, and author of the book ‘‘Politically Incorrect Guide For Digital Entrepreneurs. “We are living the end of the era of ‘hidden partners’. The market no longer tolerates intermediaries who enrich themselves at the expense of others’ efforts,” he says.
The criticism refers to the dominant pattern of large marketplaces, apps and intermediation platforms, which retain up to 30% of the transacted value in the name of access and visibility. According to Cruz, this creates a structural imbalance, penalizing precisely those who create, sell, or deliver real value.
“Since 2017, we have been betting on a different approach: charging a fixed monthly fee, without sales commissions. At the time, we were told it wouldn’t work. Today, we see giants like iFood, AppStore, and even 99Food rethinking their models, pressured by competition, rejection, and the need for financial sustainability. Our strategy has proven effective. In 2024, our customers saved R$ 75 million that would have been allocated to fees on other platforms. The tide is turning,” highlights the CEO. “With the rise in interest rates and uncertainties in the international scenario, the cost of money has increased, leading many companies to reassess their models and seek more financial efficiency. Those who do not deliver real value are left behind,” he adds.
Operating in Brazil, the United States, and Europe, the company serves subscription businesses, content creators, events, and simple physical product vendors, offering checkout, integration with marketing tools, post-sale support, and real-time metrics. A pioneer in fixed monthly fees, it moved R$ 3 billion just in Brazil last year and projects to exceed R$ 6 billion in transactions by the end of 2025.
In his book, André presents practical ways to undertake with freedom in the virtual world, but distancing oneself from platforms that exploit businesses and do not generate rewards. With a direct approach, he exposes how ‘pay-to-sell’ sales systems make their users hostages of abusive fees and lack of autonomy.
“This is a dynamic that favors digital fraud, especially with the proliferation of ‘courses to sell courses.’ A market has been created that profits from dreams and empty promises, targeting those looking for shortcuts and ending up being carried away by illusions. Without autonomy, many professionals work for the interests of others, while seeing their own earnings compromised. We are witnessing a clear shift towards solutions that prioritize the entrepreneur, and Guru has taken the lead in this movement, with ethics, efficiency, and purpose. We continue to grow sustainably, with margin and a long-term vision. And now, more than ever, we are looking for partners who share this same philosophy,” concludes the CEO.
