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Companies can reduce IT expenses without losing efficiency

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Companies can reduce IT expenses without losing efficiency

In an increasingly dynamic and competitive business environment, optimizing IT costs has become essential to ensure efficiency and financial sustainability. According to the 33rd survey on IT use in companies, conducted by the Center for Applied Information Technology at the São Paulo School of Business Administration of Fundação Getúlio Vargas (FGV EAESP), technology expenses and investments in Brazil reached, on average, 8.7% of companies' revenue in 2021. This percentage has increased by 6% annually over the past 34 years and highlights the importance of effective strategies to optimize IT costs and ensure operational efficiency and competitiveness of companies.

"The first step to optimize costs is to map all IT department expenses, both recurring and one-time. It is essential to understand where the money is going in order to create a strategic plan that includes consumption, unforeseen events, tools, technology, and professional allocation," emphasizes Adriano Ignatti, account executive at the technology and innovation company Gateware.

According to the professional, the most common mistake companies make is not anticipating changes in the budget, which can lead to significant financial impacts. "Many entrepreneurs only calculate the exact value of the project and do not set aside a margin for unforeseen events. Continuous monitoring and time management are critical factors to avoid unwanted surprises."

Outsourcing as an optimization strategy

The allocation of IT professionals (outsourcing) emerges as a strategic solution for companies that need specialists but without the costs and challenges of maintaining a highly skilled internal team. "In many cases, it is more worthwhile to hire a temporary specialist than to invest in training an internal professional just for a one-time project," explains Ignatti. Furthermore, outsourcing allows for scalability and flexibility, enabling team adjustments according to demand, as it functions as a form of outsourcing.

Gateware offers a comprehensive professional placement service, ensuring that clients have access to qualified talents who are up-to-date with the latest technological trends. "Our diferencial lies in the rigorous talent curation and post-hiring follow-up, ensuring that the allocated professionals are aligned with the client's expectations," emphasizes the executive.

Advantages of the Cloud

Another essential point for cost reduction in IT is the intelligent use of technology. Migration to the cloud, for example, can be a viable alternative for companies seeking scalability and agility. "The cloud brings flexibility, but requires strict control to avoid waste from excessive storage and lack of monitoring," warns Adriano.

Netflix, one of the pioneers in streaming video service, for example, managed to reduce about 60% of its infrastructure costs by moving its operations to Amazon Web Services (AWS) cloud platform in 2016. This change not only enabled Netflix to expand its capacity but also improved its availability and security.

However, the rapid technological evolution also poses challenges for companies, which often struggle to keep their internal teams constantly updated. " Outsourcing specialists allows companies to keep up with changes without constantly investing in internal training," he/she/they emphasizes.

With IT cost optimization, the company can reduce its expenses, increase its efficiency, and drive its growth, generating more value for the business. "The secret to optimizing these costs lies in a well-structured plan, with efficient control tools. Continuous monitoring prevents waste and ensures that investments are directed toward what truly adds value to the business," concludes Adriano Ignatti.

Rocket Lab boosts Beep Saúde's results in Apple Search Ads

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Rocket Lab boosts Beep Saúde's results in Apple Search Ads

Rocket Lab, a multinational App Growth Hub founded in 2019 and known for accelerating app growth, celebrates the results achieved with the ASA (AApple Search Ads) near Beep Saúde, the largest home healthcare company in Brazil. In just one month, the initiative reached 49% of total installations on iOS, with 34% of acquisitions made on Apple's platform.

"The partnership with Beep Saúde demonstrates Rocket Lab's ability to identify and implement innovative solutions that drive significant results. Our expertise in ASA campaigns allowed Beep to reach a more targeted audience, as well as maximize the impact of their mobile campaigns," says Daniel Simões,Country Managerof Rocket Lab.

Beep Saúde, which offers home testing and vaccination services, saw the ASA solution account for 51% of the total assignments on iOS, with a 32% increase in reach on the same platform. Furthermore, the campaign achieved a TTR (Tap Through Rateaverage of 5.11%.

"The Apple Search Ads campaigns with Rocket Lab brought a significant boost to our mobile strategy and our business as a whole. The channel helped us reach highly qualified users in a key market for us, iOS," says Vitor Monte, CMO at Beep Saúde.  

Rocket Lab, which operates consultatively to improve results and scalability of its clients' apps, has been a partner of Beep Saúde for approximately a year. In addition to the ASA solution, Beep uses two other products from the company, adopting a diversified media strategy.

63% of Brazilians have at least one unused cell phone stored at home

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63% of Brazilians have at least one unused cell phone stored at home

Is there an old phone working but not in use? This is a common situation in Brazil, where more than 90 million old devices remain stored in homes, according to Opinion Box research. The most recent study, released in 2024, reveals that 63% of Brazilians keep at least one old and functional cell phone stored at home.

Trocafone, the leader in buying and selling pre-owned smartphones in Brazil, bets on the growth of the programTrocaFácil, which offers discounts of up to R$ 4,000 on the purchase of new devices through the exchange of old cell phones. The company emphasizes the importance of promoting the culture of reselling and donating these devices, which, in addition to contributing to sustainability, allows consumers to profit or pay less when purchasing a new cell phone.

How does it work?

Trocafone, a pioneer in the segment, handles the acquisition, processing, and sale of the devices. The process begins with a security assessment to verify the legal provenance of the received cell phones. Next, the devices go through reconditioning stages, which include functionality tests, replacement of defective components, software updates, and cleaning. The company has already sold between 800 and 1,000 units per day, totaling around 30,000 units sold per month.

One way to give a new purpose to an old cell phone is through trade-in programs offered by stores and brands at the time of purchasing a device. "Our trade-in model is a practical example of how consumers can reuse their old devices at the time of exchange. We know that new smartphone models will continue to emerge, as well as new needs, but there are ways to mitigate the environmental impact, especially regarding the improper disposal of electronic waste," says Flávio Peres, CEO of Trocafone.

In addition to exchange programs, it is possible to generate extra income by selling the device directly through Trocafone's channels, both via the online store and the company's kiosks. "The consumer selects the brand, model, and condition of the phone, receives an offer, and decides whether to proceed with the transaction. The difference is that there is no need to worry about delivery, as our team picks up the device from the customer's home or a designated location," explains Flávio.

“In addition to making a profit from the sale, the process is safe and includes free shipping, without the need to leave home. That cell phone forgotten in the drawer can still be useful to someone else, promoting digital inclusion,” concludes the CEO.

Zenvia and Stone announce partnership to streamline the consumer journey

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Zenvia and Stone announce partnership to streamline the consumer journey

Zenvia, which enables companies to create personal, engaging, and seamless experiences throughout the customer journey, and Pagar.me, Stone's comprehensive online payment solution, announce a strategic partnership to improve the consumer experience and accelerate companies' sales.

Clients using Zenvia Customer Cloud – a solution that combines artificial intelligence with the operation and management of the entire customer journey, from marketing to post-sales – will be able to send payment links via Pix, credit, boleto, or digital wallets directly in the conversation with their consumers, allowing the buying and selling experience to be much faster and more efficient, with a direct impact on conversion.

"With Stone, we support brands to sell more and serve better, while providing their customers with meaningful experiences at the right time," says Gilsinei Hansen, Vice President of Business at Zenvia.

Existing clients using Stone will have access to the integration with Zenvia Customer Cloud, enabling companies to centralize all interactions with consumers in one place, with diversified channels (WhatsApp, RCS, SMS, app, etc.), efficient use of data, and artificial intelligence for more personalized interactions.

"We see great synergy in the partnership with Zenvia by combining the best payment experience with AI that permeates the entire customer journey. We are excited about the impact that the sum of our strengths will bring to the market and, most importantly, to the relationship between brands and their consumers," says João Barcellos, Sales Director at Stone.

The integration between companies reinforces the commitment to transform the relationship between businesses and customers, making experiences much smarter, integrated, and personalized to each consumer's profile.

Digitalization as an ally in the consumer experience

The official launch of the partnership was held at Conexão Farma, an event held in São Paulo from March 18 to 20. The opportunity was not chosen by chance, as the segment is one of the most demanding for digital experiences. 2024 survey conducted by the Febrafar Institute of Research and Corporate Education (IFEPEC) and Unicamp with 4,000 Brazilians identified the need for digitalization to meet the new profile of pharmacy consumers: 88% of respondents said they prefer non-presential purchases, such as through WhatsApp.

"We are always attentive to the market and how we can bring positive impacts to the relationship between companies and their consumers, resulting in the best possible experience. For pharmacies, according to the IFEPEC study, data-driven strategies are key to decision-making and to the relationship across the entire pharmaceutical chain. And this is one of the main differentiators of Zenvia Customer Cloud," concludes the Zenvia Business VP.

Deciphering the modern consumer: how AI can (and should) go beyond superficial personalization

Eduardo Ribeiro
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Deciphering the modern consumer: how AI can (and should) go beyond superficial personalization

Consumption habits are constantly changing, accelerated by technological advancement. In this context, retail also gained new tools to keep up with the pace, tracking digital footprints — clicks, likes, and abandoned carts — that reveal desires, expectations, and frustrations.

In this data maze, retail has artificial intelligence (AI) as the key to decipher behaviors, anticipate trends, and deliver tailored experiences. But are the brands really taking advantage of this potential or just automating processes without purpose?

Based on a context where the presence of e-commerce is strengthening more and more in Brazil, where, according to a studyCX Trends 202577% of consumers shopped online and offline in the last 12 months, and it's more than time to analyze and understand how AI can truly help retail understand the interests and demands of the modern consumer. It is not enough to just collect data; it must be translated into personalized experiences and predictive actions. AI, especially with the advances in its generative niche, offers the path for this — as long as it is implemented with a customer-centered design and clear objectives.

A clear example is customer service. According to the Freshworks Report, four out of ten professionals in the field consider AI bots essential for resolving conflicts and reversing negative experiences. Still, there is an important warning: 80% of Brazilians consider that the service has become cold and impersonal, according to theGlobal TrendsThis data exposes a critical flaw, where the use of the resource was much more focused on automation, but without strategic concern for the change.

AI as a strategic tool

The same scenario can be seen when we evaluate the issue of personalization of purchasing decisions. According to theCX Trends 20256 out of 10 Brazilians are directly influenced by personalized experiences. Still, only 29% say they are fully satisfied with the recommendations they receive. What explains this discrepancy? Many brands still treat AI as an operational tool, not a strategic one. The result is a superficial customization, unable to reflect the consumer's true tastes.

Another crucial point is the relationship between data, trust, and perceived value. The modern consumer does not reject data collection — they reject the lack of purpose. The same studies indicate that there is a willingness to share information, as long as there are clear benefits and transparency in the use of that information. That is precisely where AI needs to be applied strategically, aiming to create meaningful and relevant experiences, rather than just pushing generic products.

For AI to reach its true potential, retail needs to go beyond mere mechanical automation and adopt clear principles so that technology complements established habits, adds real value in data exchange, and above all, balances innovation with a human touch.

The market is facing an inevitable scenario where the use of AI has already become indispensable. However, adopting just for the sake of doing is far from enough. No matter how much AI enables a series of innovations and possibilities, such as the much-desired personalization and automation of service, it is the strategy behind these interactions that determines its success. Therefore, the question remains: is retail ready to decode the modern consumer or will it continue to be deciphered by them?

"Open Innovation" drives collaboration between companies and research in Brazil

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"Open Innovation" drives collaboration between companies and research in Brazil

In the fast-paced rhythm of digital and sustainable transformation, innovation is no longer an isolated process within companies and institutions. She demands collaboration, idea exchange, and the ability to bring together different experiences to achieve faster and more effective results. This is the central concept of "open innovation," a model that has been gaining strength in the private and academic sectors, allowing companies, universities, research centers, and other entities to work together to create innovative solutions.

In the episode "Open Innovation" of the Raízes da Inovação podcast, promoted by the Research Development Foundation of Agribusiness (Fundepag), which airs from March 27 on the Foundation's YouTube and Spotify channels, the topic is explored by the general director of the Food Technology Institute (Ital), Eloísa Helena Garcia; by the Head of Climate Change and Circularity at Natura, Fernanda Fachini; and by the Innovation and New Business Development Specialist at Fundepag, Luciana Teixeira; with moderation by journalist Monaliza Pelicioni.

Each of them offers a unique perspective on the importance of collaboration between the private sector, research institutions, and emerging technologies to promote innovation that meets the real needs of the market and society. For Eloísa, in practice, open innovation allows the use of expertise from different areas without the need to have all the knowledge in-house. "Often, companies do not have the necessary intellectual capital to do everything on their own. Collaboration is essential to achieve results that would be more difficult to attain individually," he states.

In turn, Fernanda highlights Natura as an example of success in open innovation, since more than 70% of its innovations arise from this collaborative model, connecting different sectors to develop more comprehensive solutions. "This approach allows us to integrate diverse knowledge and create more effective solutions," says the specialist, who has been leading open innovation projects at the company for 20 years.

Challenges and Advantages of Open Innovation

While closed innovation limits the process within the walls of the company or research institution, open innovation allows different actors to contribute their knowledge and experience. According to Luciana, however, for open innovation to work effectively, it is necessary to have legal instruments that ensure security for all parties involved. "Since the results of these projects can take years to materialize, it is essential to define from the beginning the rights and obligations of each participant. Companies often worry about the benefits they will have in the end, but it is necessary to mature the mindset and see the bigger picture. Many challenges are too complex to be solved alone, and collaboration, with well-defined rules, is the way to achieve solutions that would not be possible individually," he states.

The episode also explores the role of open innovation in accelerating sustainable agendas. Since, without collaboration, the necessary transformation to address environmental challenges would be impossible. "Nobody does anything alone," says Fernanda, emphasizing that the private sector increasingly needs to look to external knowledge to create viable and sustainable solutions.

The third episode of the podcast "Roots of Innovation" can be watched on Fundepag's channels onYouTubeandSpotifyand it is an excellent opportunity to understand how the "Open Innovation" model is transforming Brazil.

Access the Foundation's digital platforms, such asYouTubeandSpotify.

Automation in food logistics advances and redefines efficiency in the sector

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Automation in food logistics advances and redefines efficiency in the sector

In recent years, automation has become a fundamental pillar in transforming food logistics, providing operational efficiency, cost reduction, and enhancing the consumer experience.Trends indicate that in 2025 the integration of technologies will be one of the most predominant things in supply chains, creating integrated and automated ecosystems.

This is because the implementation of automated systems allows real-time monitoring of operations, optimizing supply chain stages and ensuring greater accuracy in inventory management and product distribution.Companies that adopt these technologies observe significant improvements in efficiency and reductions in operational costs.

In Brazil, theIn the meantime, an online marketplace app and leader in ultra-fast deliveries, exemplifies the successful application of automation in food logistics. Operating throughdark stores— distribution centers organized like markets with a limited service radius — the company can make home deliveries within 15 minutes. This operational model, combined with daily product replenishment and the use of advanced technologies, allows the company to maintain a high level of efficiency and customer satisfaction.

"The implementation of automated solutions in our logistics operation not only optimizes our processes but also improves the accuracy and speed of deliveries. With cutting-edge technology, we are able to anticipate consumer needs, reduce waiting times, and ensure our products arrive fresh and in the shortest possible time," declares Rafael Pinto, Fulfillment Director at Daki.

The automation trend in food logistics reflects the growing demand for efficiency, speed, and accuracy in the sector. Companies that invest in advanced technologies and process automation are better positioned to meet consumer expectations and stand out in an increasingly competitive market.

More than half of sales are already impacted by AI – how can your business transform?

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More than half of sales are already impacted by AI – how can your business transform?

Artificial intelligence (AI) is rapidly transforming online retail. According toorganization of the NRF, the world's largest retail trade fair, more than 60% of sales have already been digitally influenced by AI since the beginning of this year, a significant growth compared to the same period in 2024. This advance reflects the adoption of technologies that make the shopping journey more personalized, optimize business management, and automate essential processes.

For small and medium-sized retailers, understanding the impact of AI and its practical application can be a competitive advantage. Lucas Bacic, Chief Product Officer (CPO) of Loja Integrada, a reference in automation and data intelligence for e-commerce, highlights that AI is no longer a technology restricted to large companies. "The adoption of AI has ceased to be a trend and has become part of the daily life of e-commerce, helping merchants make more strategic decisions and improve the customer experience," he/she states.

Why is AI already indispensable for e-commerce?

Artificial intelligence offers various applications that can make e-commerce operations more efficient. Among the main benefits are:

  • Personalized recommendations – Product suggestions based on the customer's purchasing behavior, increasing the chances of conversion;
  • Automated service – Chatbots and virtual assistants speed up responses and reduce waiting time;
  • Inventory management – Demand forecasting to avoid stockouts or excess products;
  • Campaign automation – Personalized emails and notifications to engage customers;
  • Abandoned cart recovery – Sending strategic reminders to encourage purchase completion;
  • Multichannel sales optimization – AI assists in creating product descriptions and integrating with marketplaces.

"AI allows retailers to personalize the customer experience and automate processes, which directly translates into better results," comments Bacic.

How to implement AI in your e-commerce?

Retailers looking to incorporate artificial intelligence into their operations can start with accessible strategies

  • Choosing appropriate tools: solutions like chatbots, product recommendation systems, and campaign automation streamline the e-commerce routine;
  • Personalization of the shopping experience: analysis of customer behavior to suggest more relevant offers;
  • Use of data for decision-making: AI processes large volumes of information and provides strategic insights for pricing and marketing actions;
  • Adoption of platforms with integrated AI: tools that already offer automation reduce the need for advanced technical knowledge.

"At Loja Integrada, we combine structured market data with automation to make the most of every sales opportunity. This allows the retailer to understand customer behavior and turn each interaction into a real conversion opportunity. Additionally, we offer differentiators such as native promotion strategies on the platform, like product combos, promotions by brand or category, segmentation by ZIP code, and progressive discounts," says Lucas Bacic.

Personalization and impact on sales

One of the main advantages of AI in e-commerce is the ability to personalize the consumer experience.However, according to the studyState of the AI Connected Customer, from Salesforce, although 73% of customers feel that brands treat them as unique individuals — a 39% increase compared to 2023 —, only 49% believe that their data is being used appropriately. This scenario raises a warning about the need to balance personalization and privacy.

"The collected data must have a well-defined purpose, bringing benefits to both the retailer and the consumer. Maintaining transparency about the use of AI, for example, is essential to build a relationship of trust," emphasizes the expert.

The CPO of Loja Integrada lists the most common applications

  • Recommendations based on customer behavior: product suggestions aligned with browsing and purchase history;
  • Personalized offers: progressive discounts and dynamic promotions to encourage repeat purchases;
  • Abandoned cart reminders: notifications that help recover lost sales;
  • Engagement campaign automation: personalized emails and messages to strengthen customer relationships.

The future of e-commerce is driven by AI

Artificial intelligence already influences most sales in digital retail and will continue to evolve rapidly. For retailers, adapting to this transformation means ensuring more efficient processes, personalized shopping experiences, and greater competitiveness in the market. "The e-commerce sector is still in the adaptation phase for the AI Era. This is the time for even small and medium-sized businesses to try, make mistakes, and learn until they benefit from the best performance even with a leaner infrastructure," concludes the CPO.

Endeavor Brazil announces the 34 Brazilian companies that generate the most impact around the world

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Endeavor Brazil announces the 34 Brazilian companies that generate the most impact around the world

Endeavor, a global support network for entrepreneurs, announces the 34 Brazilian companies consideredOutliers –companies that are"out of the curve"when it comes to impact.

The list recognizes, each year, the most prominent companies in Endeavor's global portfolio and includes businesses led by Endeavor Entrepreneurs with the highest growth rates, as well as companies led by Multiplier Entrepreneurs – those who, in addition to building successful businesses with accelerated and sustainable growth over the past years, also serve as examples of giveback. In 2025, more than 235 companies were selected, generating 42 billion dollars in revenue. Eighty of these companies were valued at over one billion dollars. 14 companies are the first unicorns in their respective countries' segments.

The goal is to highlight fast-growing companies that are being built in unexpected places, founded by exceptional leaders who, in addition to creating great businesses, also inspire and invest in the next generations of entrepreneurs, whether by mentoring other founders or investing in their businesses when they are still very small. In this edition, Brazilians represent 15% of the total global Outliers. For the ecosystem, this Outliers Class demonstrates the country's strength in building companies with great growth potential that have the power to create impact within the country itself, with more jobs generated and foreign investment attracted.

Brazil stands out once again this year with a select list of Endeavor Outliers entrepreneurs, reinforcing our position as a country that develops disruptive and high-impact businesses and exports to the world. These entrepreneurs are primarily responsible for market disruption and create a chain reaction of barrier-breaking, turning them into milestones for those who follow. In return, we offer a network of trust among true peers, where they can trust, learn, grow, and give back. It is a pride to have so many talents excelling in the global ecosystem and practicing giveback to the network in the country," comments Anderson Thees, General Director of Endeavor Brazil.

Among the set of Brazilian companies, there are 2 exits from the past year, 2 publicly traded companies, and 9 companies valued at over 1 billion dollars, including Creditas, which was valued at over 4 billion dollars in its last funding round and was selected as an Outlier for the eighth consecutive year. The Endeavor Outliers have spent nearly two thousand hours over the past two years mentoring and advising other entrepreneurs. They have also invested more than 40 million dollars in the next generation of Endeavor Entrepreneurs, being investors in Endeavor Catalyst, which co-invests in Endeavor's global portfolio companies. This is the true essence we seek – entrepreneurs who are great examples in the country and in the world, and fully interconnected by the 'pay it forward' culture, concludes Anderson.

Meet the selected ones

  • Alice
  • GAIT
  • Basic
  • Cora
  • Creditas
  • EBANX
  • Flash
  • Gocase
  • Wheat Group
  • Insider Store
  • Kovi
  • Live mode
  • WoodWood
  • Bitcoin Market
  • Mottu
  • Nelogica
  • Neon
  • Nomad
  • Olist
  • OneSkin
  • Qi Tech
  • Solfácil
  • Swap
  • Take Blip
  • VTEX
  • Will Bank
  • Zenvia
  • Zig
  • Letter
  • Brex
  • Hotmart
  • Loft
  • Unique
  • WellHub

Online advertisers lose money due to websites being down

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Online advertisers lose money due to websites being down

Google Ads, Meta Ads, programmatic media... There are many names of online advertising platforms in which companies and agencies bet their chips to attract the audience, generate clicks, and ideally convert this into sales or engagement. But what happens when the website is down or experiencing instability?

Boby Vendramin, Planner at KAKOI Comunicação, says that the website is a living organism and needs to be nourished and cared for so that it does not fail when it is most needed:

It is important for companies to understand that the website needs to be fast, responsive, and up to date, including plugins, and of course, security.

In the world of paid advertising, the average cost per click (CPC) on Google Ads, for example, varies greatly, but in Brazil, it ranges around R$ 1 to R$ 5 per click in competitive sectors such as retail and technology. Every time the potential customer is impacted by the ad, clicks, and does not receive the correct response — such as the website not opening or being slow — this results in a loss beyond the actual click cost:

"First, there is the direct issue of lost sales. Imagine someone excited about a promotion ad, clicks the link and... nothing. The website doesn't load or takes so long that the person gives up. This lost customer may not return, especially if they find a competitor who delivers what they want quickly," explains Vendramin.

According to market estimates, large online retailers can lose between 1% and 3% of their daily revenue when their websites are down. For example, in 2022, Americanas, a giant of Brazilian e-commerce, had an estimated loss of R$ 250 million over four days.

Studies on user experience show that 53% of people abandon a website if it takes more than 3 seconds to load. A Google survey indicated that the probability ofbounce(when the user leaves quickly) increases by 32% if the loading time goes from 1 to 3 seconds. If the website is down, this number accounts for 100% of the ad's lost clicks.

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