Many traditional companies still see digitalization as something distant or unnecessary, but the scenario has changed. Businesses that don’t adapt end up losing customers to more agile and connected competitors. Just look at consumption: more and more people research products online, make purchases via mobile, and expect quick service through messaging apps. Those who haven’t entered this world are falling behind.
A survey by the National Confederation of Industry (CNI) showed that 58% of large companies in Brazil have started digital transformation processes. But the striking fact is that only 29% successfully implemented these changes, indicating that many still face difficulties in adapting.
For Thiago Finch, entrepreneur and CEO of Holding Bilhon, the mistake many companies make is viewing digitalization merely as an expense without understanding the real benefits. ‘Digital transformation isn’t just about technology; it’s about efficiency and new ways to sell and connect with customers. Today, those who don’t invest in this are wasting money because they miss out on reaching a huge audience that already expects this type of experience,’ he points out.
What companies gain by migrating to digital
Digitalization allows traditional businesses to reach more customers without investing in large physical structures. With e-commerce, for example, a neighborhood store can sell nationwide. A restaurant that adopts online orders gains more convenience and reduces queues. A small business using social media for customer service can sell more without relying solely on walk-in customers.
Moreover, automating internal processes saves time and money. Management systems help organize inventory, control sales, and even prevent waste. Payment platforms make transactions faster and more secure. All this improves the customer experience and directly impacts revenue.
Another key point is data collection. Digital tools allow a better understanding of customer behavior, helping businesses offer products and services more aligned with what they truly want. ‘Instead of guessing what might work, companies start making decisions based on concrete data,’ Thiago Finch notes.
Why some companies still resist digitalization
Despite so many advantages, many traditional companies still avoid this change. The main reason is fear of the unknown. Many entrepreneurs worry about making mistakes, spending money without returns, or simply don’t know where to start.
Another factor is company culture. Family businesses or companies operating the same way for decades may struggle to convince employees and managers that digitalization is worthwhile. The challenge isn’t just about technology but changing the mindset of those accustomed to manual processes.
Finch explains that this barrier must be overcome for a company to remain competitive. ‘The market won’t wait. Today, if consumers find a competitor offering more convenience, they switch providers immediately. It doesn’t matter how traditional or well-established a company is—if it doesn’t make the customer’s life easier, it will lose ground. This ranges from simple things like accepting credit card payments to advanced conveniences like anticipating customer desires,’ the CEO illustrates.
How to start digitalization without complications
For those who want to take the first steps without major risks, the ideal is to start small. A restaurant can test online orders before developing its own app. A store can sell via Instagram before launching a full e-commerce site. Small adjustments already make a difference in operations and customer perception.
Investing in employee training is also essential. Many employees may resist change because they don’t feel prepared to use new tools. Training and internal support help make this transition smoother and more efficient.
Additionally, partnering with specialized companies can speed up the process. Tech firms offer ready-made solutions that facilitate digitalization without requiring major upfront investments and featuring intuitive interfaces. The key is to start and adjust according to business needs.
For Thiago Finch, the mistake is thinking this change can be postponed. ‘Those who haven’t taken this step need to act now. Digitalization is no longer a trend—it’s the only way to ensure growth in the coming years,’ he emphasizes.
