The logic of charging commissions on sales, even without generating direct value in the production chain, is under scrutiny. This is André Cruz's vision, co-founder and CEO ofDigital Manager Guru, complete online checkout and sales management platform, and author of the book‘Politically Incorrect Guide for Digital Entrepreneurs"We are living at the end of the era of 'hidden partners.' The market no longer tolerates intermediaries who enrich themselves at the expense of others' effort," he states.
The critique refers to the dominant pattern of large marketplaces.appsand intermediary platforms, which retain up to 30% of the transacted amount in exchange for access and visibility. According to Cruz, this creates a structural imbalance, penalizing precisely those who create, sell, or deliver real value.
"Since 2017, we have adopted a different approach: charging a fixed monthly fee, without commissions on sales. At the time, we were told it wouldn't work. Today, we see giants like iFood, AppStore, and even 99Food revising their models, pressured by competition, rejection, and the need for financial sustainability. Our strategy has proven effective. In 2024, our clients saved R$75 million that would have otherwise gone to fees on other platforms. The cycle is turning," emphasizes the CEO. "With the rise in interest rates and uncertainties in the international scenario, the cost of money increased, leading many companies to reevaluate their models and seek greater financial efficiency. Those who do not deliver real value will fall behind," he adds.
With operations in Brazil, the United States, and Europe, the company serves subscription businesses, content creators, events, and sellers of simple physical products, offering checkout, integration with marketing tools, post-sale services, and real-time metrics. Pioneer in fixed monthly fee, it processed R$ 3 billion last year in Brazil alone and projects to exceed R$ 6 billion in transactions by the end of 2025.
In his book, André presents practical ways to pursue entrepreneurship freely in the virtual world, but distancing himself from platforms that exploit businesses and do not generate rewards. With a direct approach, he denounces how "pay-to-sell" sales systems make their users hostages to abusive fees and lack of autonomy.
This is a dynamic that favors digital fraud, especially with the proliferation of "courses to sell courses." A market has been created that profits from empty dreams and promises, aimed at those seeking shortcuts and who end up being led astray by illusions. Without autonomy, many professionals work for third-party interests while seeing their own earnings compromised. We are witnessing a clear migration towards solutions that prioritize the entrepreneur, and Guru has taken the lead in this movement, with ethics, efficiency, and purpose. We continue to grow sustainably, with margins and a long-term vision. And now, more than ever, we are seeking partners who share this same philosophy, concludes the CEO.
