To understand the dynamics and challenges of the Brazilian digital market, AnaMid – the National Association of the Digital Market and Industry – conducted a survey in the first half of 2025 with approximately 100 entrepreneurs, divided between clients and providers of digital services. The survey aimed to map the main trends, decision criteria, commercial obstacles, and the level of digital maturity of companies operating in this ecosystem. The data reflects commercial relationships in the sector and opportunities to make them more efficient, as well as revealing a market in the process of professionalization, but which still faces significant structural barriers.
From the clients' perspective, 61.5% cited technical quality as the main criterion when choosing suppliers, surpassing price, which only appears as the fourth priority. Among service providers, the main difficulty identified (63.6%) was competition based solely on price. For Rodrigo Neves, national president of AnaMid, this data reveals an imbalance in the market.
“Price wars continue to be the biggest saboteur of the digital market. It’s necessary to educate the client and strengthen the value proposition, not just reduce prices to close the deal. The client is willing to invest more when they perceive value, competence, and measurable deliverables,” he states.
Digital marketing is driving demand, and personalization is gaining ground.
The most contracted service in the last 12 months was Digital Marketing (69.2%), followed by Website Development (53.8%) and Social Media 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, show lower penetration, which may be related to the digital maturity of companies.
On the other hand, among service providers, supply closely follows demand: Digital Marketing is the flagship service for 61% of them, with Social Media (48.1%) and Web Development (42.9%) also standing out. Almost 70% claim to structure customized proposals for each client, highlighting the search for tailor-made solutions. However, only 9.1% say they always include schedules and detailed scope in their proposals — which may explain the main complaint from clients: the lack of transparency in the processes, cited by 46.2% of respondents.
Furthermore, contractors also reported difficulties in assessing technical quality (46.2%) and an excess of options on the market (30.8%), which makes the selection process more complex. “The lack of standardization and clarity in proposals is a clear bottleneck. There is a lack of methodology, but also a lack of culture on the contractor's side. This relationship needs to be more balanced,” warns Rodrigo.
Success rate in closing deals
Analysis of deal closing success rates 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 largest group. This percentage, although the most common, still indicates that the majority of business opportunities do not convert into closed deals.
Worryingly, 23.4% of service providers report success rates of up to 10%, and another 23.4% fall into the 10% to 25% range. This shows that 46.8% of these professionals have conversion rates below 25%, indicating difficulties in the sales process and potential problems with positioning, pricing, or lead qualification.
Only 10.4% of service providers achieve success rates above 40%, demonstrating that few manage to reach conversion levels considered excellent in the B2B market. "This small group likely possesses significant competitive advantages, more efficient sales processes, or operates in specific niches with less competition ," explains the president of AnaMid.
It is relevant to note that 11.7% of service providers do not have data on their success rate, indicating possible deficiencies in the control and monitoring of commercial metrics, which may hinder the optimization of sales processes.
Return of proposals
"No-return proposals" affect 40.3% of service providers, indicating communication and follow-up problems in the sales process. This issue may be related to both the quality of the proposals and the service providers' sales follow-up processes.
An analysis of the types of feedback received when proposals are not approved reveals important patterns in communication between service providers and clients. “They claim the price is above budget” is the most common feedback, mentioned by 62.3% of providers. “This result confirms the pressure for lower prices in the market and suggests that many providers may be facing difficulties in adequately communicating the value of their services,” explains Rodrigo.
“I receive no response” is reported by 35.1% of service providers, indicating a significant failure in communication and professionalism on the part of many clients. “They say it wasn’t the right time to hire” appears with 33.8%, suggesting issues with timing and opportunity qualification. This type of feedback may indicate both economic problems on the part of clients and failures in the initial qualification of opportunities by service providers.
“They say they chose another supplier” is mentioned by 28.6% of service 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 hinders improvements in business processes.
Only 2.6% of service providers receive constructive feedback with points for improvement, indicating a missed opportunity for mutual development between clients and service providers.
The market is still maturing and faces structural barriers.
Self-assessment by contractors reveals a market in transition: 38.5% of companies classify themselves as being at an intermediate stage of digital maturity, while 30.8% still consider themselves beginners. Only 7.7% see themselves at a very advanced level. This data partly explains the still limited space for services with greater technical sophistication and the difficulty in understanding the differentiating factors offered.
The convergence of supply and demand in services such as Digital Marketing, combined with the growing demand for Performance/ROI, suggests a maturation of the market that may lead to greater professionalization, but also to greater competition and pressure for differentiation. The distribution of services offered and contracted suggests a trend towards specialization, with increasing opportunities for providers who can develop expertise in specific niches such as Business Intelligence, UX/UI Design, or Artificial Intelligence.
“Companies that manage to navigate this scenario effectively, 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.
Trends and future prospects
An assessment of business closures in the first half of 2025 reveals a mixed scenario, with 36.4% of service providers rating the period as "average" and 42.9% giving negative assessments. This scenario suggests caution in the market, possibly related to broader economic factors or changes in companies' purchasing behavior.
The presence of services related to Artificial Intelligence and Chatbots (23.4% of providers) indicates a trend of incorporating new technologies into the offering of digital services. This path will likely accelerate, creating opportunities for providers who manage to position themselves appropriately in these emerging segments.
“The Brazilian digital services market shows signs of maturity, but still faces significant challenges related to value communication, transparency, and process professionalization. Future success will depend on the ability of service providers and clients to work together to overcome these structural barriers ,” concludes Rodrigo.
