AnaMid presents an overview of the hiring of digital services in the 1st half of 2025

To understand the dynamics and challenges of the Brazilian digital market, AnaMid 'National Association of the Digital Market and Industry 2025 conducted a survey in the first half of 100 entrepreneurs, divided between contractors and digital service providers. The survey aimed to map the main trends, decision criteria, trade barriers and the level of digital maturity of companies operating in this ecosystem. The data portray the business relationships in the sector and the opportunities to make them more efficient, in addition to revealing a market in the process of professionalization, but still facing relevant structural barriers.

On the contracting side, 61.5% pointed out technical quality as the main criterion in the choice of suppliers, surpassing price, which appears only as the fourth priority. Among the providers, the main difficulty identified (63.6%) was competition based solely on price. For Rodrigo Neves, national president of AnaMid, the data shows an imbalance in the market.

“The price war remains the biggest saboteur in the digital market. It is necessary to educate the customer and strengthen the value proposition, not just reduce price to close the deal.The contractor is willing to invest more when he realizes value, competence and measurable delivery”, the, affirms.

Digital marketing leads the demand and personalization gains space

The most contracted service in the last 12 months was Digital Marketing (69,2%), followed by Website Development (53,8%) and Social Network Management (46,2%). Services such as SEO (30,8%), Digital Consulting (23,1%) and E-commerce (15,4%) also appear with relevance, while more specific solutions such as Business Intelligence and Marketing Automation reveal lower penetration, which may be related to the digital maturity of companies.

At the other end, among service providers, the offer closely follows the demand: Digital Marketing is the flagship for 61% of them, with emphasis also on Social Networks (48,1%) and Web Development (42,9%). Almost 70% claim to structure customized proposals for each client, highlighting the search for tailor-made solutions. However, only 9,1% say always include schedules and detailed scope in their proposals (which may explain the main complaint of contractors: the lack of transparency in the processes, cited by 46,21TP respondents.

In addition, contractors also reported difficulties in evaluating technical quality (46.2%) and excess options in the market (30.8%), which makes the choice process more complex. “The lack of standardization and clarity in proposals is an evident bottleneck.Method is lacking, but also culture is lacking on the contracting side.This relationship needs to be more balanced”, alert Rodrigo.

Success rate in closing deals

The analysis of success rates in closing deals reveals a challenging scenario for digital service providers. The distribution of results shows that 31.2% of providers achieve conversion rates between 25% and 40%, representing the most numerous group. This percentage, although the most common, still indicates that most commercial opportunities do not convert into closed deals.

Concerningly, 23,4% of providers report success rates of up to 10%, and another 23,4% are in the range between 10% and 25%. This shows that 46,8% of these professionals have conversion rates lower than 25%, indicating difficulties in the business process and possible problems of positioning, pricing or qualification of leads.

Only 10.4% of providers achieve success rates above 40%, demonstrating that few can achieve conversion levels considered excellent in the B2B market. “This small group probably has significant competitive differentials, more efficient business processes or operates in specific niches with less” competition”, explains the president of AnaMid.

It is important to note that 11.7% of the providers do not have data on the success rate, indicating possible deficiencies in the control and monitoring of commercial metrics, which can hinder the optimization of sales processes.

Return proposals

The “proposals without return” affect 40.3% of providers, indicating communication and follow-up problems in the commercial process. This issue may be related to both the quality of proposals and the commercial monitoring processes of providers.

Analysis of the types of returns received when bids are not approved reveals important standards on communication between providers and contractors.“Corry that price is above the” budget is the most common return, mentioned by 62.3% of providers. “This result confirms the pressure for lower prices in the market and suggests that many providers may be struggling to properly communicate the value of their” services, explains Rodrigo.

“I do not receive any returns” is reported by 35.1% of the providers, indicating a significant failure in communication and professionalism of many contractors.“Inform that it was not the right time to hire” appears with 33.8%, suggesting issues of timing and qualification of opportunities. This type of return can indicate both economic problems of the contractors and failures in the initial qualification of opportunities by the providers.

“Demit that they chose another” supplier is mentioned by 28.6% of the providers, but 28.6% report that this happens “without explaining the reason”. This lack of transparency makes it difficult to understand the decisive factors and prevents improvements in business processes.

Only 2.6% of providers receive constructive feedback with points of improvement, indicating a missed opportunity for mutual development between contractors and providers.

The market is still maturing and faces structural barriers

The self-assessment of the contractors shows a market in transition: 38.5% of the companies are classified as in an intermediate stage of digital maturity, while 30.8% are still considered beginners. Only 7.7% are seen at a very advanced level. This data explains, in part, the still limited space for services of greater technical sophistication and the difficulty of understanding the differentials offered.

The convergence between supply and demand in services such as Digital Marketing, combined with the growing demand for Performance/ROI, suggests a market maturation that can lead to greater professionalization, but also greater competition and pressure for differentiation. The distribution of services offered and contracted suggests a trend of specialization, with increasing opportunities for providers that can develop expertise in specific niches such as Business Intelligence, UX/UI Design or Artificial Intelligence.

“Companies that can effectively navigate this scenario, focusing on technical quality, transparency in processes and clear communication of value, will be well positioned to take advantage of growth opportunities in the Brazilian digital market”, adds the national president of AnaMid.

Future trends and prospects

The assessment of the closing of deals in the first half of 2025 reveals a mixed scenario, with 36.4% of providers evaluating the period as “regular” and 42.9% with negative evaluations.This scenario suggests caution in the market, possibly related to broader economic factors or changes in the purchasing behavior of companies.

The presence of services related to Artificial Intelligence and Chatbots (23,4% of providers) indicates a trend of incorporating new technologies in the offer of digital services. This path is likely to accelerate, creating opportunities for providers that can position themselves properly in these emerging segments.

“The Brazilian digital services market shows signs of maturation, but still faces significant challenges related to value communication, transparency and professionalization of processes. Future success will depend on the ability of providers and contractors to work together to overcome these structural barriers”, concludes Rodrigo.