The NRF Retail’s Big Show 2025, the largest global event in the retail sector, took place in January in New York, bringing together experts to discuss the main market trends. Among the participants were Paraná entrepreneurs Emilio Silva, CEO of Datasoul, and Eduardo Córdova, CEO of market4u, who brought their analyses and experiences directly to the members of the Masterboard Club, in Curitiba.
During the event, Emilio Silva and Eduardo Córdova highlighted the key takeaways from NRF 2025 and how these trends should impact the Brazilian market.
Datasoul specializes in the digital transformation of medium and large companies, having already implemented over 300 projects in 14 countries over 15 years. For Emilio Silva, the company’s CEO, retail in 2025 will be based on the balance between technology, personalization, and environmental responsibility.
“Consumers will seek authentic connections with brands, valuing companies that promote a sense of community. Additionally, artificial intelligence will replace individual apps, making the shopping experience more seamless. Another essential point will be brands taking the lead in environmental initiatives, with more durable and sustainable products,” explains Emilio, who warns, however, about the risk of digital fatigue in retail. “The excess of viral trends will make consumers increasingly value nostalgia and storytelling as competitive differentiators,” he emphasizes.
Five trends that will transform retail in 2025
market4u is the largest micro-franchise in Brazil, with over 2,185 stores and 600 franchisees across the country, according to the Brazilian Franchising Association (ABF). Eduardo Córdova, the brand’s CEO, shared five fundamental trends for the retail sector in 2025:
1-Artificial Intelligence (AI) and automation – AI agents will revolutionize the organization of distribution centers and the shopping experience, increasing efficiency and reducing costs.
2-The evolution of physical stores – Despite the growth of e-commerce, 80% of purchases still happen in person. To attract consumers, stores will need to become spaces of experience and entertainment.
3-Strategic use of data – The ability to collect and interpret data will be decisive in offering personalized and effective actions.
4-Purpose as a competitive factor – Companies with clear and consistent missions will have a competitive advantage, as this strengthens engagement among consumers, employees, and partners.
5-New technologies for retail optimization – Innovations like smart wristbands, automated self-checkouts, and delivery robots are already a reality in some countries and are expected to gain traction in Brazil in the coming years.
According to Eduardo Córdova, before adopting these technologies, retailers must ensure their internal processes are organized. “The first step is to structure the business foundation. There’s no point in investing in AI if the company doesn’t collect and organize its data well,” warns the CEO of market4u.
The meeting was promoted by the Masterboard Club, a community created in 2017 that fosters the exchange of experiences, learning, and strategic connections among entrepreneurs.
