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Loyalty 4.0: AI and loyalty programs as a trend in this market

Harold Schultz
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Loyalty 4.0: AI and loyalty programs as a trend in this market

In recent years, Artificial Intelligence (AI) has revolutionized the customer loyalty sector. What was once a standardized model of rewards and discounts has now become a sophisticated strategy of personalization and engagement. With the evolution of technology, companies that adopt AI in their loyalty programs are reaping significant results in retention, increased lifetime value (LTV), and customer satisfaction.

The era of mass customization has arrived. Consumers expect offers and interactions tailored to their profile, behavior, and preferences. AI enables companies to segment and analyze their customers in real time, creating personalized campaigns that truly make sense for each individual. Machine Learning (ML) and Deep Learning (DL) models enable predicting which products a customer may buy in the future based on their past purchases, website interactions, browsing history, and even external events such as seasonality and market trends. This allows companies to offer exclusive and highly relevant offers, enhancing the perceived value of the loyalty program.

The churn forecast, or abandonment of the loyalty program, is one of the most critical aspects of customer retention. With AI, it is possible to identify behavior patterns that indicate disinterest even before the customer abandons the brand. This allows the company to take proactive measures, such as offering incentives, personalized rewards, or exclusive experiences to keep the consumer engaged. Furthermore, AI can be used to understand the best time to contact the customer and which channel to use, whether email, SMS, WhatsApp, push notifications, among others. This level of intelligent automation not only improves the user experience but also optimizes company costs, ensuring that marketing investments are more effective.

AI-based chatbots are also becoming a key component in loyalty programs, enabling quick, personalized, and efficient interactions. They help customers understand their point balance, redeem rewards, and discover new offers. Virtual assistants can also act as loyalty consultants, suggesting products and services based on the user's profile, making the experience more seamless and intuitive. The integration of AI with omnichannel systems ensures that the interaction is consistent regardless of the channel used.

Gamification is a proven strategy to increase customer engagement, and AI is making this technique even more effective. Based on data analysis, systems can adapt challenges, missions, and rewards for different consumer profiles, ensuring a more engaging and relevant experience. AI also helps to dynamically adjust difficulty levels and the type of reward, ensuring that the client remains motivated and engaged without feeling frustrated or disinterested.

With the growing concern for security and privacy, the combination of Blockchain and AI is bringing a new level of reliability to loyalty programs. Blockchain ensures transparency in transactions and prevents fraud, while AI can detect suspicious patterns in real time and prevent fraudulent activities.

Artificial intelligence is profoundly transforming loyalty programs, elevating personalization, engagement, and security to unprecedented levels. Companies that know how to leverage this technology strategically will not only retain their customers but also create memorable and highly profitable experiences. I believe that AI is the future of loyalty, and it is necessary to be prepared to make the most of this revolution.

Corporate events establish themselves as a strategic branding tool

E-Commerce Update
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Corporate events establish themselves as a strategic branding tool

In an increasingly competitive and customer experience-driven market, corporate events have ceased to be just occasional gatherings and have become strategic branding platforms. This is what Eduardo Zech, marketing and operations director of Panda Intelligence in Events, a company specialized in creating corporate experiences with a focus on brand building, advocates.

"We work with the client's brand objective as the main guideline, observing their attributes, values, behaviors, and key messages they wish to convey," explains Zech. According to him, every detail of an event — from the scenography to the visual language — can and should be used as an emotional touchpoint with the audience, reinforcing the brand's positioning and values.

For Panda, the event planning journey begins with a deep dive into the client's identity and strategic moment. From this, sensory, visual, and interactive experiences are created that aim not only for visibility but also for the authentic experience of the brand. "The idea is always to generate relevance, differentiation, and increase impact through the creation of positive reputation," affirms the executive.

From physical to digital –The company also invests in digital strategies as a way to amplify the reach of events and extend their impact. "We plan content for before, during, and after the event through a contact timeline. Additionally, we invest in Instagrammable experiences, partnerships with influencers, hashtags, and digital activations," reports Zech.

This integration between the physical and digital, called the phygital experience, is seen by Panda as an essential trend for the coming years. "In-person events remain irreplaceable in building human connections. But today, digital expands the reach and longevity of the event. We believe that in-person and digital go hand in hand to create complete experiences," he emphasizes.

Branding with results –Far from improvisation, building a brand through events requires planning and measuring results. Panda uses data analysis, benchmarking, KPIs, and even local impact indicators to assess the success of projects. "We measure from engagement, interactions in activations, and brand perception, to territory development, such as job creation and local revenue," says Zech.

Cases such as the projects carried out for Anglo American and Localiza illustrate the power of events as a positioning tool. In the second case, according to Eduardo, the concept created for the event was so aligned with the company's purpose that it became decisive in choosing Panda as the responsible agency.

Brand culture –For companies that do not yet use events as a branding tool, Panda's message is clear: start with purpose. "Before thinking about the format, think about the why. What message do you want to convey? What feeling do you want to evoke?" advises Zech. And he concludes: "Events are experienced with the body, emotion, and senses. When a brand provides a special experience, it ceases to be just a name and begins to occupy a place in the audience's emotional memory," he affirms.

Event brings together more than 80 major entrepreneurs from Espírito Santo

E-Commerce Update
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Event brings together more than 80 major entrepreneurs from Espírito Santo

Promoting knowledge, strategic connections, and solutions for corporate challenges. These are the foundations of Disruption, an eventmastermindOrganized monthly by Enjoy, a business ecosystem focused on connecting and developing entrepreneurs, promoting disruptive and transformative solutions. Held on April 16th, the event was attended by over 80 entrepreneurs at Coco Bambu and was attended by Giovanna de Carvalho, Head of Operations at Ready to Go.

Aimed at entrepreneurs who generate more than R$ 4.8 million/year, Disruption was developed to encourage the exchange of experiences among these select professionals. "We focus on bringing an agenda that reinforces growth, human connection, and disruption among our participants, encouraging out-of-the-box thinking. These are deep networking sessions aimed at boosting business growth," shares Wander Miranda, founder of Enjoy.

Managing over 100 employees, Giovanna de Carvalho drove the growth of an operation that generated more than R$100 million in revenue last year, playing a central role in the strategic and operational leadership of the company which is now globally recognized as one of Hotmart's largest operations, earning the Great Place to Work certification with the highest score in the Midwest.

All the planning behind this success was shared at the meeting. "My goal was not only to bring the most beneficial hiring formats to leverage corporate potential but also to emphasize the importance of leadership training to engage teams in the established objectives and goals, as well as to provide tips on how to develop effective team management that unites professionals and elevates their performance and productivity to achieve increasingly better results," he explains.

For Rafael Rodrigues, CEO of FioForte Electrical Materials Distributor and one of the meeting participants, the immersion and exchange of experience were enriching. "A Enjoy managed to bring together highly qualified entrepreneurs and deliver content that exceeded my expectations. It was a meeting that provided me with many insightful ideas, took me out of my comfort zone, and fostered both new connections and the reactivation of existing ones that I had not yet explored. I left with my mind racing and with the feeling that we are participating in something relevant for the state," he emphasizes.

Now, the expectation is to disseminate the insights shared at the event among the group members. "We intend to make the content available in the form of clips and excerpts on social media. This will allow more people, especially those facing challenges related to management, strategy, and leadership, to access and apply the knowledge gained in their own companies, transforming the potential of our market and boosting competitive power," concludes Miranda.

Generative AI on WhatsApp: how to implement it effectively in the company?

Allanis Grum
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Generative AI on WhatsApp: how to implement it effectively in the company?

WhatsApp has ceased to be an exclusive channel for personal communication, becoming one of the most used platforms in the market to bring people closer and improve communication with your customers. Riding the wave of this popularity, the incorporation of Generative AI into this messaging system has already proven to be highly capable of enhancing the effectiveness of this relationship through more personalized and enriched content – as long as its process is properly structured and designed to deliver a greater return on the investment made.

Meta imposes strict guidelines for business use of WhatsApp, which increases the challenge of maintaining assertive and relevant communication. Excessive or off-profile messages may result in penalties. In this scenario, Generative AI stands out as a strategic ally, offering scalability and personalization by intelligently adapting the language of campaigns. Estimates indicate that chatbots based on this technology could generate an additional revenue of $16.6 billion in 2025, potentially surpassing $45 billion by 2030.

By customizing messages intelligently and avoiding generic approaches, Generative AI contributes to more relevant communication that respects the user's personal space. This reduces rejections, increases engagement, and improves the quality of the collected data, strengthening the brand's reputation on the channel.

The level of complexity for implementation varies according to the size and structure of the company. Small businesses may face technical and operational barriers, while large companies have greater scalability potential but need to integrate AI into an omnichannel strategy that ensures a seamless customer journey, regardless of the channel.

There are no restrictions on its use regarding the size or segment of the business. However, there are three key factors that need to be considered in order to confirm whether this choice is indeed valid and beneficial to invest in: the volume of interactions, whether there is a significant amount that justifies the investment in this automation; the structuring of corporate data, supported by measurement tools such as CRMs that provide these assets reliably and in real time; and a better understanding of your customer's journey, understanding where Generative AI can improve this experience and other aspects such as support, prospecting, or customer retention.

It is worth emphasizing that Generative AI is not a plug-and-play solution. Its effectiveness depends on well-defined planning, with persona mapping and a deep understanding of key moments in the journey. Defining the brand's tone of voice and applying it on WhatsApp is also essential to maintain a consistent identity across all touchpoints.

Define your brand's tone of voice and incorporate these elements into WhatsApp, reinforcing your business identity in all communications. And, to ensure effective integration of Generative AI in this channel, having the support of a specialized partner will enhance the security and performance of using this technology in the relationship between the parties.

Artificial intelligence is alive, and the more it is interacted with, the greater its continuous learning will be. Therefore, it must be constantly monitored, refined based on identified opportunities, and adjusted according to the actual data collected through measurement tools such as CRMs and ERPs.

Finally, the success of Generative AI on WhatsApp depends not only on the connection between systems but also on strategic continuity. Investing, with the support of specialists, in an approach with smart fallback – activating alternative channels when the message is not delivered – and providing human assistance whenever necessary, is what ensures that the customer receives the right message, in the right channel, at the right time.

Taboola expands partnership with Samsung and begins offering news recommendations on more devices and the brand's news channels

E-Commerce Update
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Taboola expands partnership with Samsung and begins offering news recommendations on more devices and the brand's news channels

A Taboola announced a new partnership with Samsung to display news recommendations on Samsung devices and news channels. Under this new multi-year agreement, Taboola will be responsible for driving news recommendations on Samsung News, the popular news app available on millions of Samsung mobile devices worldwide, operating in markets in Europe and India.

Today's news expands a long-standing relationship between Taboola and Samsung, adding even more ways for Samsung device users to connect with content from renowned publishers. Taboola continues to integrate recommendations from its extensive network of publishing partners directly into mobile operator offers and device manufacturers, helping these publishers increase reader traffic.

"We are excited to further strengthen our partnership with Samsung, a name synonymous with quality products and experiences worldwide," says Adam Singolda, CEO of Taboola. With this deepening of the partnership, we are providing more Samsung customers with easier access to relevant and engaging news. Today's news reflects the ongoing development of our long-term relationship with Samsung – providing personalized content recommendations to users, driving traffic to publishers, and ultimately delivering exceptional mobile experiences for device users.

Closing a business without loss: 8 tips to turn assets into revenue

E-Commerce Update
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Closing a business without loss: 8 tips to turn assets into revenue

Closing a business, whether due to a change of plans, the end of a cycle, or necessity, is always a challenge. The decision itself already carries an emotional and strategic weight and becomes even more complex when it involves the allocation of goods and utensils accumulated over the course of the operation. However, what many entrepreneurs do not know is that this collection can become an excellent opportunity for financial return.

Kitchen equipment, furniture, office items, electronics, industrial machines, and even utility vehicles can be resold quickly and securely through specialized digital platforms. This resale market has been growing rapidly and sustainably, driven by increasing interest in cost-effective solutions.

OnestudyThredup indicates that the second-hand products sector advances, on average, three times faster than the traditional clothing sector. By 2027, segments such as thrift stores are expected to double in size, generating around US$ 350 billion. In Brazil, theOLXIt revealed that 61% of consumers already use online platforms to sell used items as a way to generate extra income.On average, each person has R$ 2,113 in objects that could be monetized, a source of capital waiting to be utilized.

In this scenario, closing a deal does not have to mean total loss. On the contrary: with planning and strategy, the dismantling process can become an intelligent step towards financial recovery.

"We are living in a moment when consumers and small entrepreneurs are more attentive to cost-benefit. Auctions and marketplaces are practical alternatives to acquire and resell products without paying full price," highlights Kwara's CEO, Thiago da Mata.

Why bet on resale?

In addition to financial gain, reselling used assets also strengthens the circular economy by extending the lifespan of equipment and preventing the premature disposal of materials in good condition.

Reverse logistics, a key element in this process, allows products to return to the production cycle through reuse, recycling, or proper disposal. Despite its importance, Brazil still faces bottlenecks: according to theAbrelpeAbout 45% of the waste that could be reused ends up being lost, resulting in an estimated annual loss of R$ 14 billion.

Adopting sustainable practices not only reduces operational costs and optimizes resources but also strengthens the company's image even during the closure phase as a socially and environmentally responsible organization.

"The entrepreneur who chooses to resell their assets alleviates the financial impact of the closure and also encourages sustainable practices, in addition to supporting small businesses that seek quality equipment at affordable prices," reinforces Thiago.

8 tips to turn your business assets into revenue

1) Make a detailed inventory

List all items available for sale: furniture, appliances, tools, equipment, spare parts, and related items. The more complete the inventory, the more attractive it is to buyers.

2) Assess the condition

Well-maintained items tend to generate greater interest and achieve better offers. Take good photos, document any wear and tear, and if possible, make simple repairs before listing them.

3) Choose trusted platforms

Prefer sites with a good reputation, security, and nationwide reach. Kwara, Enjoei, OLX, and Facebook Marketplace are popular and effective options.

4) Be transparent in the descriptions

Report brand, model, duration of use, and actual condition of the item. This honesty helps build trust and avoid future complaints.

5) Set realistic prices based on the market

Research prices practiced at auctions and similar marketplaces. "The goal is to rotate inventory efficiently, not to maximize profit at any cost," advises Thiago.

6) Take advantage of the reach of the platforms

Specialized environments already have an audience willing to buy. Kwara's auctions, for example, attract interested parties and are promoted on social media and in the press, maximizing the reach of their products.

Sell in batches when possible

Grouping similar items (such as chairs, kitchen utensils, or electronics) speeds up the selling process and can increase the average bid value.

8) Combine the transportation and pickup well

Logistics varies depending on the platform used. Some leave the transportation to the buyer, others to the seller. Combine in advance to avoid surprises and ensure a smooth transaction.

Closing a business can actually represent the beginning of a new phase. And selling your tools strategically makes all the difference in the final balance. What often seems like a problem can become immediate liquidity; you just need to know how and where to sell, concludes Thiago da Mata.

75% of top North American executives attribute their success to mentors

E-Commerce Update
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75% of top North American executives attribute their success to mentors

For a long time, mentoring was an exclusive resource for large corporations, such as those listed on the U.S. Fortune 500, where 97.6% already have structured mentoring programs. However, this scenario has changed: today, more and more entrepreneurs and startups are turning to mentoring to accelerate growth, avoid strategic mistakes, and develop a high-performance mindset.

The numbers confirm this trend. According to the Brazilian Association of Business Mentors (ABMEN), the number of mentors in Brazil increased by 78% between 2019 and 2020, reaching 35,000 professionals, and continues to grow, with an average annual growth rate of 19.5%.

For Filipe Bento, founder and CEO of Atomic Group, the pursuit of mentorship reflects the need for continuous learning and a well-defined strategy. "Successful entrepreneurs do not grow alone. Access to a qualified network, strategic vision, and the right mindset make all the difference in scaling businesses in a solid and sustainable way," he/she states.

What sets high-impact mentoring apart?

Contrary to what many imagine, mentoring is not limited to occasional tips or exchanges of experiences. It is a strategic acceleration tool that combines access to qualified networks, evidence-based decision-making, and the development of essential leadership skills.

Filipe Bento, who leads companies such as Br24, Atomic Ventures and Atomic Growth, explains that top-level mentors focus on developing power skills—advanced skills that include leadership in uncertain scenarios, negotiation, influence and executing ideas efficiently.

“Startups are increasingly aware of the importance of mentoring. The market demands agile and informed decisions, and interaction with experienced mentors provides a valuable shortcut, offering validation, guidance and new opportunities for growth,” says Filipe.

The entrepreneurs seeking this type of support, according to him, are visionaries looking for exponential growth. However, they face challenges such as fundraising, process structuring, and defining scalable strategies.

Six Strategies for Solid, Scalable Growth

With experience in accelerating businesses and transforming companies into highly profitable operations, Filipe Bento highlights six fundamental pillars that he works on in his mentoring sessions for entrepreneurs:

  • Strategic alliances – Sustainable growth requires solid partnerships, whether with suppliers, partners or strategic investors.
  • Timing and speed – Structuring agile teams and creating well-defined operational processes are essential for scalability.
  • Operating systems – Efficient procurement, delivery and after-sales models are the backbone of a sustainable business.
  • Growth mindset – Breaking internal barriers and limiting beliefs is a differentiator for leading and innovating.
  • Impact and recurring revenue – Profitable companies do not rely on one-time revenues, but rather on predictable and sustainable models.
  • Scalable growth – The structuring of processes and products allows a business to grow in an orderly and exponential manner.

For Filipe, mentorship is not a ready-made formula, but a process of strategic personalization. "We adapt the approach according to each entrepreneur's reality and challenges, ensuring they have the necessary tools and support to achieve concrete and sustainable results," he concludes.

How to differentiate yourself from the competition in entrepreneurship

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How to differentiate yourself from the competition in entrepreneurship

In a universe where thousands of new businesses emerge every day, finding your differentiator has become a matter of survival in entrepreneurship. More than competing on price, modern entrepreneurs need to create real connections with their audience and offer unique experiences. But how to stand out from the competition effectively?

According to data from the latest edition of the Global Entrepreneurship Monitor (GEM 2024), the Brazilian scenario showed significant growth. Currently, about 47 million Brazilians are engaged in entrepreneurial activities, formal or informal. In 2024, the entrepreneurship rate reached 33.4%, the highest level recorded in the past four years, reflecting the strengthening of the entrepreneurial culture in the country.

For Raphael Lassance, partner and mentor of Sales Clube, the largest sales community in Brazil, the first step is to deeply understand your target audience. "Knowing the client goes beyond demographic data. It is necessary to understand their desires, pains, and consumption habits," he/she states.

Another key point is the positioning. Brands that know how to communicate their value proposition with clarity and authenticity tend to build stronger bonds with consumers. A well-crafted branding, combined with a consistent digital presence, is one of the main tools to stand out.

Furthermore, investing in constant innovation, whether in the product, customer service, or business model, also proves to be an effective strategy. Below, Lassance lists some practical tips to stand out from the competition:

  • Invest in the customer experience: service, after-sales, and support are powerful differentiators;
  • Create a strong purpose and communicate it authentically;
  • Use technology to your advantage: automation, personalization, and data analysis are accessible and effective tools.
  • Bet on market niches: often, focusing on a specific segment can be more advantageous than trying to please everyone.

Entrepreneurship is a constant challenge, but also an opportunity to build something unique. In a market saturated with options, those who deliver real value and have their own identity conquer the space that truly matters: the consumer's preference.

Companies that adopted ISO Innovation have 271% greater understanding of the importance of innovating

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Companies that adopted ISO Innovation have 271% greater understanding of the importance of innovating

We are one of the largest economies in the world. However, few of the country's enterprises benefit from robust innovation mechanisms to support their competitive growth. In a study conducted by Alexandre Pierro, one of the few Brazilians who participated in the development of ISO 56001, innovation management.andFounding partner of PALAS, a pioneering consultancy in this methodology in Brazil, it was found that companies that use this international management methodology increase their understanding of the subject by 271%, gaining greater preparedness and capacity to generate innovation, yielding positive short-term results. The study is the result of a master's thesis conducted by the professional at the Federal University of ABC.

For almost two decades, we have occupied intermediate positions in the global innovation ranking, despite being such a vibrant economy and having such a large consumer market. According to the latest Global Innovation Index (GII), conducted by the World Intellectual Property Organization (WIPO), we are in 50th place out of 133 countries. There is a significant inconsistency between our economic and innovation positioning. ISO 56001 is an excellent opportunity for us to reduce thisgap, scores Pierro.

The main objective of the study was to evaluate the performance of organizations before and after the implementation of the ISO innovation methodology. Within this, five specific objectives were considered: to compare the processes and innovation structure with or without the application of the standard; to analyze the company's innovation culture and compare it with or without the application of the standard; to analyze the launch of new products, services, or processes created with or without the application of the standard; to compare the annual financial revenue generated from innovation-related products with or without the application of the standard; and to compare the reach of the innovation strategy within the organization with or without the application of the standard.

The research methodology included an online questionnaire on innovation principles; an online questionnaire on innovation culture; and live interviews with innovation professionals from companies at tactical, strategic, and operational levels. The answer options for the online forms were: strongly agree, agree, disagree, strongly disagree, and I don't know.

The first stage of the study surveyed 60 medium and large-sized companies from various sectors to identify the most commonly used innovation methodologies. The result pointed to three: Design Thinking, Brainstorm, and Agile. With this information, the professional applied the research methodology to 17 Brazilian companies that have already adopted the Innovation ISO. Among them are Grupo Boticário, Atento, CPFL Energia, Eneva, Copel, and many others with various sizes and segments.

According to Pierro, each company's responses were grouped and classified according to the pillars and concepts of the ISO 56000 family of standards, which comprises a comprehensive innovation management governance model, with ISO 56001 as the certifiable standard. The results were surprising.

According to the researcher, the level of understanding of overall innovation strategy is almost three times higher in companies that adopted ISO. Analyzing topics such as the definition of innovation; innovation goals; focus and type of innovation; innovation process; innovation objectives and indicators; innovation tools; and idea programs, the maturity level of strategic innovation leaders jumped from 35.71% to 87.50%; among the tactical team from 29.58% to 90.27%; and among the operational team from 32.70% to 88.10%.

The outlook on the ecosystem recorded a 58% increase to 67.1%. The communication improved from 55% to 69.5%. The resources needed to innovate – such as time, people, knowledge, infrastructure, andbudget- improved from 62% to 72%. "All these aspects are essential to ensure a continuous and high-impact innovation strategy."

Regarding culture, the fear of making mistakes decreased from 43.3% to 37.9%; demonstrating the creation of a safer and more supportive environment for presenting new ideas. "This fear creates a defense system within corporations, preventing professionals from sharing their ideas for fear of being reprimanded. ISO manages to make the corporate environment safer, with less resistance to innovation," celebrates Pierro.

All these highlighted improvements contribute to a greater balance between efforts and investments in innovations, which was also identified in the study. With this methodology, organizational ambidexterity – which is the ability to think about the future while meeting present needs – improved by about 10% in the surveyed companies, reinforcing a greater capacity to explore innovation.

The results achieved so far show that ISO 56001 can be an important methodology to boost innovation in our country. "This governance model is proving to be the most effective way to leverage innovation, creating numerous gains in strategy, ecosystem understanding, innovation culture, leadership, uncertainty management, communication, support, and process. It is our chance to improve our position in the global innovation ranking and become more competitive on the world stage," concludes Pierro.

Brazil surpasses 64 million registered CNPJs, research indicates

E-Commerce Update
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Brazil surpasses 64 million registered CNPJs, research indicates

BigDataCorp released the second edition of its study "CNPJs do Brasil," which analyzes the business landscape in the country. In March 2025, Brazil surpassed 64 million registered CNPJs, a 7.72% increase compared to the same period of the previous year. Looking only at active companies, the growth was even greater: 16.11%, increasing from 21.8 million establishments to 25.3 million. This rapid increase in the number of businesses in operation demonstrates the dynamism of the Brazilian market, which continues to expand rapidly.

This expansion is especially visible in the micro and small business segment, which leads the movement. Individual microenterprises (MEIs) grew by 20.90% in the last 12 months and already account for 78.74% of active CNPJs in the country. Small family businesses, with two or more partners all from the same family, are the second largest category, representing 9.75% of the total. In total, 88.49% of Brazilian organizations are micro or small family businesses, and the evolution of this type of business reflects significant transformations in Brazilian society and the economy.

Transformation and Formalization of Work

Thoran Rodrigues, CEO of BigDataCorp, highlights that the observed growth is the result of two major ongoing trends in the market. "Firstly, we have the strong phenomenon of 'pejotization' of labor relations. In this context, many people who were previously employed with a formal employment contract in the traditional model have started to act as service providers, structuring their activities as companies," he explains.

This transformation in the way people are hired can be observed in the growth of companies that declare "sales promotion" or "administrative support" as their main economic activities. These two activities are commonly used by workers who are transitioning to a PJ (individual legal entity) model, and they were the two most prevalent types of activity in the new companies. 6.76% of the CNPJs opened throughout 2024 had one of them as their main area of activity.

The formalization of small businesses, especially those linked to the so-called 'gig economy,' is the second major trend identified by the study. As an example, we observe that several activities in the transportation sector, both passenger and freight, had a higher-than-expected participation in business openings," adds Rodrigues.

In addition to the transportation sector, formalization is also reflected in small commerce and essential services such as hairdressers and manicurists, segments that continue to experience strong growth in the number of businesses opened.

Business mortality

Despite the overall growth in the number of active companies, the study also revealed an increase in business mortality. Proportionally, more companies closed their activities throughout 2024 than in any previous year, except in 2021, when the country was still dealing with the effects of the pandemic. A large part of this mortality is related to a return to normalcy in the economy.

For example, a disproportionate number of companies in the food delivery preparation sector was observed, reflecting a contraction in a segment that experienced significant growth from 2020 to 2022. Throughout 2024, 1.66% of closed deals operated in this area.

This acceleration in closures, when combined with the increase in openings, points to greater volatility in the Brazilian market, with less long-lasting companies and morechurn"ends the executive."

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