The delivery market in Brazil has entered a new phase with the consolidation of so-called superapps. The union between iFood and Uber, combined with the arrival of China’s Keeta, signals a new consumption pattern where different services are concentrated on a single platform. It is estimated that this sector will move over $21 billion by the end of 2025, according to projections from the consultancy Statista. In this scenario, technology companies operating behind the scenes in the sector gain prominence by developing customized solutions to serve an increasingly demanding consumer.
“Superapps have completely changed the development logic. Today, we no longer just talk about a menu showcase with a payment button. It’s necessary to integrate real-time promotions, multiple payment methods, loyalty programs, and personalized notifications—all with stability, even during peak hours,” explains Rafael Franco, CEO of Alphacode, a company specializing in digital platform development for brands like Domino’s Pizza, Madero, and Grupo Burguês.
The evolution of the sector has raised the bar for technical requirements. The architecture of applications must ensure scalability and performance at a large scale. Additionally, integration between modules such as logistics, CRM, and anti-fraud has become mandatory. “The consumer experience depends on a robust back-end capable of seamlessly and securely connecting all these systems,” says Franco.
Integration between giants and new entrants drives the sector
The recent operational alliance between iFood and Uber has altered market dynamics. Major food chains have begun investing in their own platforms as a way to maintain autonomy over the customer journey and expand relationships with their customer base. At the same time, Keeta’s entry into the country intensifies competition in less-explored regions, reinforcing the need for differentiation through technology.
According to Franco, these changes directly affect consumer behavior and brand strategies. “Consumers want convenience, personalized promotions, and fast service. Brands that fail to offer this in an integrated way risk falling behind,” he analyzes.
Back-end becomes a strategic asset
Operating a superapp requires a technological foundation that goes beyond functional layout. Platforms like the one developed by Alphacode prioritize a modular structure that allows quick adjustments in promotional campaigns, delivery routes, and payment methods. It is also common to use artificial intelligence to predict demand, suggest products, and automate customer service.
“We apply AI to understand consumption patterns and adapt the user experience in real-time. This intelligence increases conversion rates and average order value,” explains Alphacode’s CEO.
Another key point is security. With millions of simultaneous users, apps must adopt layers of protection against fraud and data leaks. Biometrics, multi-factor authentication, and integrated anti-fraud systems are just some of the solutions applied to the most modern platforms.
Possible paths for the future of delivery
The consolidation of superapps opens two strategic paths for market players: integrating with dominant platforms or investing in their own highly customized apps. In both cases, technological development becomes the competitive differentiator.
“The back-end is no longer invisible. Today, it is an active part of the experience. Whoever masters this structure can offer more efficient service and strengthen customer relationships,” concludes Rafael Franco.
