NRF Retail’s Big Show 2025, the largest global event in the retail sector, took place in January in New York, bringing together experts to discuss the main market trends. Among the participants were Paraná entrepreneurs Emilio Silva, CEO of Datasoul, and Eduardo Córdova, CEO of market4u, who shared their analyses and experiences directly with the members of theMasterboard Club, in Curitiba.
During the event, Emilio Silva and Eduardo Córdova highlighted the main lessons learned from NRF 2025 and how these trends should impact the Brazilian market.
Datasoul is involved in the digital transformation of medium and large companies, having implemented over 300 projects in 14 countries over 15 years. For Emilio Silva, CEO of the company, retail in 2025 will be based on the balance between technology, personalization, and environmental responsibility.
"Consumers will seek authentic connections with brands, valuing companies that promote a sense of community. Additionally, artificial intelligence will replace individual apps, making the shopping experience more seamless. Another essential point will be brand leadership in environmental initiatives, with more durable and sustainable products," explains Emilio, who warns, however, about the risk of digital fatigue in retail. "The excess of viral trends will make consumers increasingly value nostalgia and storytelling as competitive differentiators," he/she/they emphasizes.
Five trends that will transform retail in 2025
Market4u is the largest microfranchise in Brazil, with over 2,185 stores and 600 franchisees across the country, according to the Brazilian Franchising Association (ABF). Eduardo Córdova, CEO of the brand, shared five key trends for the retail sector in 2025:
1-Artificial Intelligence (AI) and automation – AI agents will revolutionize the organization of distribution centers and the shopping experience, increasing efficiency and reducing costs.
2- The evolution of physical stores – Despite the growth of e-commerce, 80% of purchases still happen in person. To attract consumers, stores will need to become spaces of experience and entertainment.
3-Strategic use of data – The ability to collect and interpret data will be decisive in offering personalized and effective actions.
4-Purpose as a factor of competitiveness – Companies with clear and consistent missions will have a competitive advantage, as this strengthens the engagement of consumers, employees and partners.
5-New technologies for retail optimization – Innovations such as smart bracelets, automated self-checkouts and delivery robots are already a reality in some countries and should gain ground in Brazil in the coming years.
According to Eduardo Córdova, before adopting these technologies, retailers need to ensure that their internal processes are organized. "The first step is to structure the business foundation. There's no point in investing in AI if the company doesn't collect and organize its data well," warns the CEO of market4u.
The meeting was promoted by Masterboard Club, a community created in 2017 that encourages the exchange of experiences, learning and strategic connections between entrepreneurs.
