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 the Chinese Keeta, signals a new consumption pattern, where different services are concentrated on a single platform. The estimate is that this sector will generate more than US$ 21 billion by the end of 2025, according to projections by the consulting firm Statista. In this scenario, technology companies operating behind the scenes in the sector are gaining prominence by developing customized solutions to meet an increasingly demanding consumer.
"Superapps have completely changed the development logic. Today, we no longer just talk about a menu showcase with a payment button. It is necessary to integrate real-time promotions, multiple payment methods, loyalty programs, and personalized notifications. All of 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 evolution of the sector has raised the level of technical requirements. The application's architecture must ensure scalability and large-scale performance. Furthermore, the integration between modules such as logistics, CRM, and anti-fraud has become mandatory. "The consumer experience depends on a robust back-end capable of seamlessly and securely connecting all these systems," says Franco.
Integration between giants and new entrants drives the sector
The recent operational alliance between iFood and Uber has changed the market dynamics. Large food retail chains have started investing in their own platforms as a way to maintain autonomy over the customer journey and expand their relationship with their 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 strategy. "The consumer wants convenience, personalized promotions, and quick service. Brands that fail to offer this in an integrated way risk falling behind," he analyzes.
Back-end becomes a strategic asset
The operation of a superapp requires a technological foundation that goes beyond the functional layout. Platforms like the one developed by Alphacode prioritize a modular structure that allows quick adjustments to promotional campaigns, delivery routes, and payment methods. It is also common to use artificial intelligence to predict demand, suggest products, and automate customer service.
"We apply AI to understand consumption patterns and adapt the user experience in real time. This intelligence increases the conversion rate and the average order value," explains the CEO of Alphacode.
Another key point is safety. With millions of simultaneous users, applications need to adopt layers of protection against fraud and data leaks. Biometrics, multi-factor authentication, and integrated anti-fraud 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 proprietary apps with a high level of customization. In both cases, technological development becomes the competitive advantage.
"The back-end is no longer invisible. Today, it is an active part of the experience. Those who master this structure can offer a more efficient service and strengthen the relationship with the customer," concludes Rafael Franco.
