Home Page 13

Black Friday beyond the obvious: the silent movements shaping Brazilian retail.

E-Commerce Update
-
0
Black Friday beyond the obvious: the silent movements shaping Brazilian retail.

Black Friday has ceased to be just a date marked by discounts and has become established as a moment that reveals the operational, strategic, and technological maturity of Brazilian companies. It is a point of tension that exposes advances and weaknesses, and that shows, in practice, how brands and consumers have evolved in recent years. Even in a still unequal scenario in terms of structure and digitalization, the period has become a great field of observation on behavior, efficiency, and decision-making.

One of the most relevant trends is the growth of live commerce. It has strengthened especially among categories more sensitive to demonstration, such as beauty, fashion, electronics, and home goods. Although not yet a widespread practice, it has ceased to be a one-off action and has become a complement to conversion strategies in more digitally mature companies. During Black Friday, the format gains even more strength because it combines live demonstration, immediate interaction, a sense of urgency, and an experience that is often more engaging than traditional browsing. Even when operated with a limited structure, live commerce provides rich data on interest, recurring questions, and moments of greatest engagement, allowing for real adjustments to the commercial strategy.

The date has also become a true laboratory for companies that have already advanced in the use of technology. More responsive chatbots, recommendation mechanisms, navigation adjustments, checkout tests, and hybrid cross-channel experiences are validated in a context of extreme traffic. This is not a reality for all Brazilian retail, but it represents a clear sign of maturity: those who have already taken significant steps use Black Friday to understand where their operation withstands the pressure and where it still needs to evolve.

Brazilian consumer behavior, in turn, has transformed significantly. Black Friday increasingly influences the act of waiting. Consumers postpone important purchases, research for longer, and monitor prices more methodically. This change profoundly alters the dynamics of the quarter, as it generates pent-up demand and requires brands to carefully plan their assortment, margins, and inventory. Consumer expectations have become part of pricing and commercial strategy.

It is precisely in this context that a silent and extremely relevant change emerges: the consumer has begun to question the real value of products. Instead of looking only at the price, they observe the brand's consistency throughout the year. When they find very significant differences between the price charged on Black Friday and the price in other months, they wonder if the full price really represents what they are getting. This questioning does not stem solely from the search for opportunities, but from a more mature perception of value, positioning, and consistency. They understand that price is an indicator of positioning and begin to demand that the value logic makes sense all year round. This reflection affects their relationship with certain categories and brands, influences their loyalty, and increases the tendency to postpone decisions until periods when they believe they are facing the "true price."

This phenomenon also changes behavior throughout the year. Consumers develop the habit of comparing more, deciding later, and looking for signs of consistency before making higher-value purchases. They develop a more critical understanding of promotional cycles, identify patterns, and adjust their decision timing. This movement puts pressure on companies to rethink their pricing strategies beyond November and reinforces the importance of more coherent, transparent, and well-structured policies.

Inventory management remains one of the most sensitive pillars of the event. Stockouts have an immediate impact on reputation, and excess inventory compromises cash flow. More mature companies already adopt predictive models that combine historical data, demand signals, and trends. However, a large part of the market still works with hybrid models, where the combination of technology and commercial analysis is fundamental. Inventory accuracy continues to be a significant challenge and directly influences the consumer experience during peak sales periods.

In logistics, progress is also gradual. Some brands are already testing smaller regional structures to gain speed, but the predominant scenario remains based on strengthening teams, more intensive use of physical store inventory, dark stores, and specialized last-mile partnerships. Full inventory integration and advanced automation are still practices restricted to a few players with a high level of operational maturity. Even so, there is a growing trend towards regionalization and operational adjustments that seek to shorten distances and increase service speed.

The commercial strategy has also undergone transformations. The most advanced companies utilize personalization, exclusive conditions for loyal customers, incentives for advance purchases, and dynamic adjustments according to the actual demand behavior. Although this is not yet the reality of the entire market, this direction demonstrates a search for greater efficiency and the preservation of margins in a period of intense competition.

When all these elements are considered together, it becomes clear that Brazilian Black Friday has evolved into a strategic ecosystem that combines behavior, data, operations, and technology. The event showcases companies' ability to plan consistently, deeply understand their consumers, operate efficiently, and deliver value in a way that aligns with their positioning. It's not just a big sale, but a moment of truth that reveals maturity, coherence, and competitiveness.

Understanding Black Friday from this perspective is essential to seeing the Brazilian retail sector in its true complexity. The sector advances at different paces, faces significant challenges, and continuously learns from its own cycles. Competitiveness today lies not only in the discount offered, but in the ability to consistently build value over time and transform the event into learning, intelligence, and long-term relationships.

Lyana Bittencourt , CEO of the BITTENCOURT Group – a consultancy specializing in the development, expansion, and management of business networks and franchises.

3 strategies to protect your data after Black Friday

E-Commerce Update
-
0
3 strategies to protect your data after Black Friday

The period after Black Friday is often treated as a period of rest for retailers, but it is precisely when cyber risks increase. According to the Consumer Pulse report, 73% of consumers say they fear digital fraud in holiday shopping, and the country recorded a 7.7% increase in suspected digital fraud between Black Friday Thursday and Cyber ​​Monday, compared to the rest of 2024. 

These numbers show that post-campaign monitoring is just as important as security strategies during peak sales. For José Miguel, pre-sales manager at Unentel, it's not enough to breathe a sigh of relief after the sales peak, because that's exactly when the most silent attacks begin. "We see many cases where retailers close the day celebrating the results and, minutes later, internal systems are already being scanned by intruders," he says.

To transform this window of risk into a strategic advantage, three fundamental practices are recommended:

1. Maintain continuous monitoring, even after the peak.

During Black Friday, teams are usually on high alert, but when sales volume drops, the level of attention doesn't decrease. It's at this point that hackers exploit forgotten login credentials, temporary passwords, and logged-in environments. A 24/7 active monitoring system ensures that no suspicious activity goes unnoticed.

2. Review logs and identify out-of-the-ordinary behavior.

The high volume of transactions makes it difficult to analyze suspicious events during the peak. After Black Friday, it's time to review logs in detail and identify anomalous patterns, such as out-of-hours access, authentications from different locations, or improper data transfers.

3. Terminate temporary access and review integrations.

Seasonal campaigns create a series of credentials and integrations with partners, marketplaces, and external APIs. Leaving these accesses active after the event is a common mistake that increases the risk of intrusion. An immediate audit after the campaign ends is essential to mitigate vulnerabilities.

“Treating the post-campaign period as a time for relaxation is a mistake. Digital security needs to keep pace with the business, even on days when sales decrease,” concludes José.

Black Friday puts pressure on IT costs: hybrid model reduces expenses by up to 40%, shows EVEO survey.

E-Commerce Update
-
0
Black Friday puts pressure on IT costs: hybrid model reduces expenses by up to 40%, shows EVEO survey.

Black Friday remains the biggest digital infrastructure test of the year, and for most Brazilian companies, the main challenge is keeping costs under control. Recent data from EVEO, a Brazilian company specializing in cloud infrastructure and data centers, shows that cloud resource consumption can grow by up to 140% during the event, causing the monthly cost for retail clients to more than double when they rely exclusively on the automatic scalability of the public cloud.

According to EVEO's data, a medium-sized e-commerce company that invests around R$25,000 per month in public cloud computing can see that amount exceed R$60,000 during Black Friday. Companies operating with a hybrid architecture, maintaining the transactional layer in a private cloud and scaling only the front-end in a public cloud, achieve an average reduction of 30% to 40% in operational costs, without loss of performance. In the clients analyzed, the hybrid model also resulted in an average improvement of 60% in the response time of critical applications.

“During Black Friday, many companies discover, in practice, that elasticity without financial control becomes a strategic risk. Hybrid architecture allows for intelligent scaling: the company grows without losing budgetary predictability and without compromising performance in the most sensitive layers of the business,” says Julio Dezan, Operations Director at EVEO.

Even with the advancements in the public cloud, total dependence on this model has led organizations to rethink their infrastructure strategies. High variable costs, reliance on foreign vendors, and a lack of financial predictability have driven the repatriation of workloads and the adoption of hybrid and multi-cloud environments.

This scenario reflects the growth of Brazilian e-commerce. In 2024, Black Friday generated R$ 9.3 billion and processed 17.9 million orders, while Pix hit a record 239.9 million transactions in a single day, figures that reinforce the need for architectures prepared for abrupt peaks.

The infrastructure for large events like Black Friday should not be treated as an emergency response, but as planning focused on performance and continuous financial control. “Black Friday is not a time to put out fires: it’s an opportunity to validate the efficiency of the architecture. With the right combination of private cloud, automation, and intelligent elasticity, it’s possible to grow with control and maintain focus where it really matters: the business,” emphasizes Dezan.

Black Friday Thursday: Cell phones and clothing are the best-selling items on Mercado Libre.

E-Commerce Update
-
0
Black Friday Thursday: Cell phones and clothing are the best-selling items on Mercado Libre.

On Black Friday, Mercado Libre, the leading e-commerce platform in Latin America, released a list of the best-selling products in the lead-up to the event (27), which are expected to remain prominent on Friday, the most anticipated day for major retailers. Among the items that stood out in terms of value are cell phones, televisions, supplements, notebooks, and refrigerators . In terms of sales volume, clothing, supplements, sneakers, beauty products, and Christmas decorations appear at the top of the list of best-selling items.

Electronics, Home Appliances, Tools & Construction, Auto Parts, and Home & Decor stand out , in that order. Additionally, Fashion, Beauty, and Supermarkets remain highly sought-after categories during this period.

“It’s interesting to see that, in terms of quantity of items, personal and household products stand out, ranging from frequently used items to Christmas decorations. Seeing refrigerators among the top 5 in value, along with cell phones and televisions, is a sign of Mercado Libre's consolidation as a destination for purchasing high-value categories, such as white goods,” says Roberta Donato, vice president of Mercado Libre.

In addition to highlighting the products most purchased by consumers, Mercado Libre also offers resources capable of ensuring a more assertive purchase. This is the case with the Black Friday Seal, which highlights items with the lowest value in the last 60 days and with a minimum discount of 5% on the original price and high relevance in sales and searches , being a technological validation that directs customers to truly discounted products, helping to identify the more than 70 million offers available daily on the marketplace.

By the end of Black Friday, Mercado Libre will have made R$100 million in coupons , in addition to competitive installment payment options, up to 24 interest-free installments, for purchases made on Mercado Libre and with the Mercado Pago credit card , and free shipping on orders over R$19.

Source: Mercado Livre – data excerpt from November 27, 2025 until 11:00 AM.
According to data from Mercado Pago , the digital bank of the Mercado Livre Group, credit cards are the most used payment method during the lead-up to Black Friday (November 27th), being chosen in 50% of transactions, followed by Pix payments, with 22%. Other payment methods, including account balance and debit, accounted for 29% of consumer preference.
Of the total credit card transactions with an average ticket above R$ 1,000.00, 53 % were installments of more than 7 payments , while 24% were divided between 2 and 6 payments. 23% of sales were made in cash .

Spending on social media ads jumps by up to 84% during the weeks of Black Friday and Christmas, according to a survey.

E-Commerce Update
-
0
Spending on social media ads jumps by up to 84% during the weeks of Black Friday and Christmas, according to a survey.

Digital consumption in Brazil remains heavily concentrated on key retail dates. A survey by Portão 3 (P3) , a corporate payment and management platform, shows that the weeks of Black Friday and Christmas saw weekly jumps of up to 84% in transactions, compared to the average of other weeks of the year, reinforcing how the promotional calendar still dictates the pace of national e-commerce.

During Black Friday, the transaction volume was 78% higher than the average level for October. During the Christmas period, growth reached 84% compared to the average for the second half of the year. The absolute peak occurred on December 20th, with R$ 4.7 million transacted, more than double the highest daily volume recorded during the same period of the previous year.

The concentration of consumption in just a few weeks highlights a purchasing behavior increasingly driven by discounts and high-impact campaigns. Instead of a continuous consumption journey, there is a compression of demand, with consumers waiting for specific dates to make significant expenditures. This dynamic reinforces the importance of promotional strategies and the need for operational efficiency for companies to handle intense transaction peaks.

The data also details how investments in digital media are distributed among platforms: Google/YouTube leads with 63.6% of transactions, representing 50% of the total financial volume (R$ 137.9 million). Meta (Facebook/Instagram) holds 27.1% of transactions and 41.4% of the total invested, showing a strong financial presence.

TikTok is showing growth, accounting for 9.6% of transactions, but with only 5.2% of the volume, reflecting a lower average ticket price and consolidating itself as a complementary channel for awareness and performance. Kwai, although representing only 0.12% of transactions, concentrates 4.6% of the volume, suggesting campaigns with high unit value. Niche platforms such as Pinterest, LinkedIn, and Twitter/X remain marginal, together accounting for less than 1% of transactions and volume, but may represent specific opportunities for diversification of B2B and branding campaigns.

For companies, the effect is twofold: on the one hand, the opportunity to maximize revenue in short periods; on the other, the challenge of sustaining financial and logistical infrastructure capable of supporting the sudden surge in the volume of payments and orders. “Black Friday has ceased to be an impulse and has become part of the planning. People anticipate Christmas shopping, take advantage of discounts, and prepare for the peak in consumption. In the digital world, this translates into more predictable cash flow and more efficient media campaigns,” explains Eduarda Camargo , CGO of the fintech company .
 

If you are interested in this topic, just let me know and I will connect you with the executive.

E-commerce revenue on Black Friday will be 17% higher than in 2024, according to Confi Neotrust.

E-Commerce Update
-
0
E-commerce revenue on Black Friday will be 17% higher than in 2024, according to Confi Neotrust.

According to Confi Neotrust – a source of data and intelligence on e-commerce – this year’s Black Friday will be 17% bigger than that of 2024. Considering the period from Thursday (26) to Sunday (30), the forecast is that Brazilian e-commerce will reach a record of R$ 11 billion in products sold. Compared to last year, the categories that should show the highest percentage growth for this year are: health, sports & leisure, automotive and beauty & perfumery. In terms of revenue, the most representative, according to the study, will be the categories of home appliances, electronics and smartphones which, together, are responsible for more than a third of the total revenue in the period.

Another survey by Confi Neotrust indicates that Brazilian e-commerce reached Black Friday week with strong acceleration. Between November 1st and 24th, digital sales totaled R$ 33.6 billion in revenue, a growth of 35.5% compared to the same period in 2024. The volume of orders increased by 48.8%, reaching 109.5 million purchases, while the units sold grew by 33.6%, exceeding 228.2 million items.

In a breakdown by category for the first 24 days of November, the top revenue earners were: Home Appliances (R$ 2.73 billion), Fashion and Accessories (R$ 2.67 billion), Electronics (R$ 2.46 billion), Healthcare (R$ 2.03 billion), Telephony (R$ 1.96 billion), and Automotive (R$ 1.94 billion). The most significant figure for the period is the growth in Healthcare, which increased by 124.4% due to the "Slimming Pen Effect." Driven by increased purchases of high-value treatments and medications, the category reached a new level. Home and Construction also stood out, with a 42.2% increase, reflecting a cycle of renovations and structural improvements in Brazilian homes.

Léo Homrich Bicalho, Head of Business at Confi Neotrust, states that Black Friday continues to be the most relevant sales date of the year. “The 11/11 promotions caused what we call a “sales uplift”, a phenomenon that occurs when there is a strong promotional action and, days after the date, the average sales remain at a higher average level than that recorded just before the promotional action. However, even with the identification of the increase in seasonal campaigns stimulated by international double dates, Black Friday continues to be the most anticipated period by consumers, with results up to three times higher than a normal sales day. This year we will have another factor that positively influences the date, the first installment of the 13th salary will be paid this Friday (28)”, he says.

According to Vanessa Martins, Head of Marketing at Confi Neotrust, the indicators demonstrate not only strong demand but also a structural reorganization in the shopping journey. “The sales peak is no longer an isolated point on the calendar but has become a continuous cycle. The data shows a more distributed Black Friday, with consumers responding early to campaigns and betting on categories with higher recurrence, such as health and fashion, but also investing in durable goods. The combination of high volume and lower ticket price reinforces a more informed, strategic consumer who is more sensitive to the effectiveness of offers,” she adds.

According to Bruno Pati, CEO of E-Commerce Brasil, the numbers anticipate one of the most robust Black Fridays in recent years, both in terms of comparison base and consumer behavior. “Digital retail entered 2025 more rational, more competitive, and more technical. Consumers have learned to anticipate purchases and compare prices rigorously, and the market has learned to respond with operational efficiency, advanced logistics, and personalization at scale. What we see in this pre-Black Friday is the reflection of a more mature ecosystem, capable of growing even with smaller tickets, because it operates with greater predictability, quality, and well-planned promotional intensity,” he adds.

2024 Results

Last year, revenue reached R$ 9.38 billion, a 10.7% increase compared to Black Friday 2023, considering Thursday to Sunday. During this period, there were 18.2 million orders, a 14% increase compared to the previous year. The average ticket price was R$ 515.7, 2.9% lower than the 2023 result. In November 2024, national e-commerce revenue reached R$ 36.7 billion, a 7.8% increase compared to the same month of the previous year. During this period, there were 96.4 million orders, a 15.8% increase. The average ticket price was R$ 380.6, 8.5% lower than that recorded in November 2023.

Confi Neotrust monitors the evolution of the e-commerce landscape, based on transactions from 80 million digital consumers, including profile and purchasing behavior data from seven thousand partner stores. The report was produced based on this information, continuously collected from online retailers across the country, covering an average of 2 million orders per day.

The company publishes the Hour by Hour dashboard annually, which gathers strategic indicators from over two thousand e-commerce categories and subcategories. The tool shows, for example, which products sell best, their prices, performance by region, and the market share of brands. Furthermore, retailers can customize performance analyses according to their business vision.

Black Friday: Psychologist explains why the brain reacts to promotions as if it were a gamble.

E-Commerce Update
-
0
Black Friday: Psychologist explains why the brain reacts to promotions as if it were a gamble.

With the rise of digital commerce and the bombardment of offers during Black Friday, consumption has ceased to be merely a rational choice and has come to involve neurological processes linked to pleasure and reward. This is explained by psychologist Leonardo Teixeira, a specialist in behavioral addictions and founder of the Cartada Final program, focused on treating gambling addiction.

According to him, the same brain mechanism that drives gamblers to seek their next win is activated when consumers see a limited-time promotion.

“Black Friday doesn’t just sell products, it sells dopamine. The brain reacts to the expectation of reward even before the purchase. Phrases like 'today only' or 'last units' create a sense of urgency that reduces the capacity for rational decision-making ,” explains Teixeira.

A survey released in November by the National Confederation of Retail Leaders (CNDL) and SPC Brasil shows that six out of ten Brazilians make impulse purchases online, and four out of ten spend more than they can afford. Among the main triggers are flash sales, free shipping, and limited-time discounts. The study also indicates that 35% of consumers have fallen behind on bills because of these purchases, and that almost half recognize emotions such as happiness and a sense of reward as motivation for consuming.

Research conducted by the Social Psychology Laboratory at PUC-Rio reinforces the relationship between emotion and consumption. The study indicates that positive emotions, the search for belonging, and immediate pleasure are among the factors that increase impulsive buying among Brazilians.

According to the psychologist, the data reinforces what clinical practice already shows: impulsive consumption is an emotional, not a rational, reaction. "It's not about need, it's about stimulation. The more quick rewards the brain receives, the more it depends on this circuit to feel good ," he says.

The expert also draws attention to the emotional strain and the cycle of regret that accompanies impulsive purchases.

"The pleasure of buying lasts minutes; the guilt can last for months. It's the same pattern of euphoria and frustration seen in other compulsive behaviors ," he adds.

To prevent consumption from becoming a trigger, Teixeira recommends simple control measures:

  • Plan what is truly necessary before promotions;
  • Avoid shopping when you are tired, anxious, or sad;
  • Establish spending limits and keep a record of everything that is purchased;
  • Replace the urge with activities that also release dopamine, such as exercise, reading, or resting.

"The problem isn't feeling pleasure, it's depending on it all the time. Self-control is when the individual chooses the stimulus and the moment, and not the other way around ," Teixeira concludes.

7 tips from marketplace experts for selling smartly and at scale on Black Friday.

E-Commerce Update
-
0
7 tips from marketplace experts for selling smartly and at scale on Black Friday.

Black Friday has ceased to be just a "day of promotions" and has become a competitive cycle that can boost sales in the following months. With an advanced calendar, a war for traffic, more demanding algorithms, and increasingly informed consumers, selling well on marketplaces requires advance preparation, operational control, and strategic use of automation. According to marketplace experts, the secret to performance lies in the convergence of competitive pricing, data intelligence, logistics, and reputation.

According to Jasper Perru, Growth Performance specialist at ANYTOOLS, the largest Brazilian marketplace ecosystem, the biggest lesson from recent editions is simple: those who arrive prepared become a priority for the platforms. “It’s not enough to react on the day itself. Those who prepare in advance, master their product mix, automate processes, and have a solid operation gain prominence, coupons, budgets, and visibility,” he states.

The expert pointed out that several key areas, when combined, increase sales and reduce losses, especially for those working in online sales. Perru prepared 7 insights for scaling sales with margin and predictability:

1 – Operation as a competitive differentiator

For Jasper, an organized operation is worth more than any aggressive discount. This includes reliable deadlines, a complete catalog (with good photos, descriptions, and videos), and a minimum 45-day planning period. He also highlights the importance of the right product mix and kits with A-curve + long-tail keywords, which increase average order value and strengthen SEO within marketplaces.

Furthermore, catalogs should be customized for each channel, and not duplicated. “Each marketplace has its own algorithm. When the seller ignores this, they lose relevance even before pricing,” he says. Logistics strategies have also evolved: fulfillment and regional carriers now work together, and multi-distribution centers are gaining strength to reduce lead times, taxes, and shipping costs.

2 – Competitiveness: competing is not about lowering prices

Price will always be a decisive factor in campaigns; however, the competitive landscape includes other variables that are just as important as clicking the buy button. Jasper emphasizes that Buy Box also depends on reputation, logistics, payment options, and customer service. He highlights the role of automation in competitor monitoring and dynamic adjustments. "Competition isn't about impulsiveness, it's about timing. Without data, the seller makes mistakes."

Furthermore, negotiating coupons, rebates, official campaigns, and affiliate partnerships makes the operation more aggressive without destroying the margin.

3 – Customer experience has become a visibility metric.

Today's Black Friday doesn't reward those who sell the most, but rather those who sell well. Perru explains that reviews and after-sales service influence ad exposure. "Customer service has become a driver of visibility. Resolving issues quickly sells more than giving discounts," he summarizes. The use of AI for responses, triage, and cancellation prevention is already an indispensable tool during this period.

4 – Selling a lot isn't enough: you need to make a profit.

The expert states that many sellers celebrate high sales volume during Black Friday, only to later discover losses. Reverse logistics costs, taxes, fees, and shipping costs need to be rigorously planned for. Jasper recommends automated reconciliation, an updated profit and loss statement, and a realistic margin calculation before entering campaigns.

5 – Marketplace as a brand platform

According to the ANYTOOLS expert, treating the marketplace solely as a volume channel means missing out on potential. Official stores and seller curation prevent counterfeits, protect prices, and strengthen positioning. He emphasizes that established brands use the channel as a capillarity strategy with control, not as direct competition for e-commerce.

6 – AI and automation: scaling profitably

Automation increases conversion rates at a lower cost: intelligent cataloging, pricing rules per channel, automatic selection of the cheapest distribution center, and AI-powered customer service are the main triggers for scaling safely. According to Jasper, "automation prevents human errors precisely when the volume is so large that there is no time to correct them."

7 – The final advice

“Prepare in advance and on all fronts. Consumers have become more savvy, marketplaces only invest in those who are well-rounded, and any mistake is costly. Those who arrive prepared take advantage of the traffic; those who arrive improvised pay the price,” summarizes Jasper Perru.

TOTVS announces AI assistant to simplify Tax Reform in the Supermarket sector.

E-Commerce Update
-
0
TOTVS announces AI assistant to simplify Tax Reform in the Supermarket sector.

TOTVS, the largest technology company in Brazil, announces an artificial intelligence assistant to help supermarket segment clients understand and apply the Tax Reform. Integrated with the TOTVS Retail Supermarkets ERP – Consinco Line and TOTVS Tax Intelligence , the assistant aims to simplify the complex Brazilian tax landscape, providing accurate and reliable guidance on the new taxes.

“Brazil is experiencing an unprecedented period of fiscal transition, which is generating a significant volume of doubts and challenges for companies, especially for the supermarket sector, which deals with a wide range of products and daily tax operations. With this in mind, we developed this AI assistant as a fundamental resource that simplifies the understanding and application of the new tax rules directly within the Consinco Line solutions,” comments João Giaccomassi, Director for Supermarkets at TOTVS.

Created using DTA, TOTVS' proprietary generative AI development acceleration platform, the assistant combines extensive structured tax knowledge with the practicality of artificial intelligence, organizing and presenting content, guidance, and documentation on the Tax Reform. The goal is to transform complexity into clarity, offering answers and instructions directly within the client's work environment.

The AI ​​assistant offers a range of benefits that make adapting to new legal requirements simpler and more efficient. It facilitates the interpretation of regulations and their practical application in day-to-day operations, bringing together consolidated content, guidance, and essential concepts in a single point of reference. Furthermore, it makes this information available in different formats—such as FAQs, step-by-step guides, and even audio—which optimizes the user experience and expands the possibilities for use.

Another key differentiator is the reliability of the material, as the assistant always indicates official sources for those who wish to delve deeper in a safe manner. Its structure was also designed to offer maximum security and flexibility, functioning in both on-premise and cloud environments. And, when necessary, the user also has access to targeted support, with intelligent routing to the TOTVS service channel, ensuring additional assistance in an agile and effective way.

The AI ​​assistant has been available since the October 2025 versions of the TOTVS Retail Supermarkets – Consinco Line and TOTVS Tax Intelligence solutions.

New chatbot on the Customer Portal 

To further support clients on their journey to adapt to the Tax Reform, TOTVS has also made available a new Tax Reform Specialist Chatbot on the Customer Portal. Available 24 hours a day, the assistant was developed to guide companies in interpreting the legislation, monitor updates to TOTVS ERPs, and assist in implementing releases and compliance packages related to IBS and CBS. Thus, the company reinforces its continuous and intelligent support during a time of significant changes for the Brazilian tax ecosystem.

23.3% of consumers in Rio de Janeiro are expected to spend over R$1,000 on Black Friday purchases.

E-Commerce Update
-
0
23.3% of consumers in Rio de Janeiro are expected to spend over R$1,000 on Black Friday purchases.

An exclusive survey on Black Friday, conducted by Tecban, a company that integrates physical and digital solutions to make the country's financial ecosystem more efficient and inclusive, reveals that consumers in Rio de Janeiro are willing to make significant investments on that date. The majority of consumers (23.2%) intend to spend between R$ 201 and R$ 500; another almost identical percentage, 23.03%, says they will invest over R$ 1,000 on that date; while 18.72% plan to spend an intermediate amount, between R$ 501 and R$ 1,000.

According to a survey by Tecban, the smaller spending intention ranges include: up to R$ 50 with 13.59% of responses, between R$ 101 and R$ 200, representing 10.77%, and R$ 51 and R$ 100, corresponding to 10.69%.

The food and beverage category leads the purchase intention preferences of Rio de Janeiro residents, reflecting the search for smart consumption and savings on essential items, with 20.71% of responses – it was also the most mentioned category in the national survey. Next are home goods, with 17.48%; and appliances, which represent 15.66% of purchase items. The remaining segments include sports and fitness (14.75%), followed by electronics (13.59%), hygiene and beauty (7.04%), fashion and clothing (5.88%), and travel (4.89%).

“The numbers from Rio de Janeiro reinforce the trend observed throughout the country: Black Friday has become a tool for smart consumer spending. The focus on food and beverages and the high percentage of those planning to spend over R$ 1,000 indicate that Rio residents are taking advantage of the event to acquire essential and higher-value goods, as an effective way to control their household budget in the long term,” explains Rodrigo Maranini, Product and Distribution Channel Manager at Tecban.

The survey was conducted at Banco24Horas ATMs, a product of the Tecban group, distributed throughout the state, and included more than 1,200 responses from customers between October 20th and 24th.

1...121314...626Page 13 of 626

LATEST ARTICLES

POPULAR MATTERS

POPULAR CATEGORIES

ABOUT US

E-Commerce Update is a leading company in the Brazilian market, specializing in producing and disseminating high-quality content about the e-commerce sector.

Contact: [email protected]

HTML code here! Even shortcodes! Replace this with your code and that's it.

© E-Commerce Update 2024 - All rights reserved.

[elfsight_cookie_consent id="1"]