A 2024 survey conducted by Valor Econômico newspaper shows that platforms like UaiRango, Delivery Much, Quero Delivery, Aiqfome, and Pede.ai are already present in around 1,500 municipalities — with 16 million customers and over 118,000 registered establishments, transacting R$ 2.4 billion between 2024 and early 2025. iFood, in turn, leads the national market, holding a share ranging between 70% and 80% in meal deliveries.
Although in recent years we’ve seen digital transformation reach the most remote corners of the country, in small towns, previously forgotten and seen as less relevant markets, a new movement has emerged: the popularization of local apps. This expansion opens a promising window of opportunities, even in the face of the dominant presence of major players.
Unlike large urban centers, these municipalities have unique characteristics, such as closer relationships between merchants and consumers, simpler economic dynamics, and a strong appreciation for local identity. Given this, it’s precisely in this scenario that local apps gain ground by offering tailored solutions and, consequently, generating greater engagement and loyalty than generic platforms.
For Otavio Boari, CEO from UaiRango, an important competitive advantage is agility. ‘While some companies often struggle to adapt their solutions to specific markets, we can respond more quickly to public demands. This flexibility, combined with knowledge of the territory, allows for the creation of more personalized services and, of course, with better cost-effectiveness,’ he says.
The expansion of local platforms in small towns is not only viable but also strategic, after all, it’s a movement that reinforces the digital autonomy of municipalities, stimulates the regional economy, and challenges the hegemony of large platforms, proving that innovation.
