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. Estimates suggest this sector will generate over $21 billion by the end of 2025, according to projections by consultancy firm 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’re no longer just talking about a menu display with a payment button. It’s necessary to integrate real-time promotions, multiple payment methods, loyalty programs, and personalized notifications. All this with stability, even during peak hours,” explains Rafael Franco, CEO of Alphacode, a company specialized in developing digital platforms for brands like Domino’s Pizza, Madero, and Grupo Burguês.
The sector’s evolution has raised the level of technical requirements. The architecture of applications needs to ensure scalability and performance on a large scale. Additionally, integration between modules such as logistics, CRM, and antifraud has become mandatory. “The consumer experience depends on a robust back-end capable of connecting all these systems smoothly and securely,” 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. Meanwhile, Keeta’s entry into the country intensifies competition in still-underexplored 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 manner risk falling behind,” he analyzes.
Back-end becomes a strategic asset
Operating a superapp demands a technological foundation that goes beyond functional layout. Platforms like those developed by Alphacode prioritize a modular structure that allows quick adjustments in promotional campaigns, delivery routes, and payment methods. The use of artificial intelligence to predict demand, suggest products, and automate service is also common.
“We apply AI to understand consumption patterns and adapt the user experience in real time. This intelligence increases conversion rates and average order values,” 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 antifraud systems are just some of the solutions applied in 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’s an active part of the experience. Those who master this structure can offer more efficient service and strengthen customer relationships,” concludes Rafael Franco.
