A brand's reputation is one of the most determining factors for online sales success. In a market where trust is as valuable an asset as the product itself, companies that do not invest in building a solid image lose competitiveness. For Thiago Finch, entrepreneur and CEO of Holding Bilhon, public perception directly influences conversion rates. "If the customer does not feel secure when buying, they simply do not buy. In the digital world, where there is no physical contact with the product, trust is the biggest differentiator," he states.

A study by McKinsey & Company reinforces this view, indicating that brands investing in digital personalization and transparency can increase their revenues by up to 15%. This is due to the fact that consumers prefer more authentic and trustworthy interactions with the companies they buy from.

The impact of credibility on the sales funnel

The brand's reputation begins to be formed right from the customer's first contact with the company. Whether through online reviews, recommendations from other consumers, or a strong digital presence, trust becomes a filter for purchasing decisions. "Having a well-structured website, clear return policies, and efficient customer service are aspects that directly impact the conversion of leads into sales," explainsFinch.

The specialist also warns that disorganization or lack of coherence in communication can create noise that drives consumers away. "It's not enough to have a quality product if the user experience doesn't convey credibility. A slow-loading website, a complicated checkout, or the absence of contact information are factors that undermine the brand's perception," he/she/they adds.

The power of reviews and social proof

The influence of other consumers on the purchasing decision has never been so strong. According to a survey by BrightLocal, 87% of customers read online reviews before making a purchase. Additionally, brands with negative reviews or no recent feedback face resistance from the public.

Thiago FinchIt points out that companies that know how to leverage this dynamic can turn customers into spontaneous brand promoters. "A simple and powerful strategy is to encourage positive reviews, respond to comments, and use real testimonials from satisfied customers to strengthen trust in the product or service," he/she/they highlights.

Transparency and authenticity as pillars of the brand

Companies that try to sell an image incompatible with their reality end up being penalized by the market itself. Transparency has become an essential value in building digital brands. Data from the "Marketing Trends 2024" survey by Deloitte shows that 57% of consumers prefer to buy from companies that demonstrate a clear purpose and values aligned with theirs.

For Finch, authenticity and strong branding are strategic assets. "The customer notices when a brand is being artificial. Companies that communicate in a genuine and transparent way build a more loyal and engaged customer base," he analyzes.

How to build a strong digital reputation

Thiago Finch highlights some practical actions that entrepreneurs can adopt to strengthen their brand image in the digital market:

• Content management and online presence:Maintaining active profiles on social media, publishing relevant content and interacting with the public are fundamental strategies for generating recognition and trust.
• Humanized and fast service:The digital consumer demands quick responses and efficient solutions. Investing in customer support, intelligent chatbots, and well-structured communication channels makes a difference.
• Security and transparency in transactions:Website security certificates, clear exchange and return policies, and simple checkout processes increase reliability and conversion rates.
• Reputation monitoring:Monitoring reviews, responding to feedback and managing your image are essential practices for maintaining credibility and avoiding damage to your brand.

The future of brands in digital

The trend for the coming years is that consumers will become even more demanding and selective regarding the brands they choose to support. "Digital provides easy access to information, which means that any slip-up can have significant repercussions. Companies that prioritize a trusting relationship with the public will have a competitive advantage," concludes Finch.

Currently, competition is growing every day and more and more, therefore, reputation becomes one of the most valuable factors for the success of a business. Building a trustworthy brand is not a quick task, but when well-structured, it becomes one of the most profitable assets for any online business.

Attracting capital goes far beyond having an innovative idea. Startups seeking funding need to demonstrate concrete metrics, a well-structured business model, and a clear growth plan to convince increasingly selective investors.

SecondMarilucia Silva Pertile, co-founder ofStart Growthand startup mentor, preparation for fundraising begins long before the first meeting with an investor. "Venture Capital funds want startups that know where they want to go and how they will use the resources. A well-made pitch only works when there is solid planning behind it," he explains.

What makes a startup attractive to investors?

To obtain financial contributions,startupsThey need to demonstrate traction and growth potential. According to a survey by CB Insights, 35% of startups fail due to an inability to secure investments, often because of a lack of clarity in the business model or execution.

Marilucia highlights some aspects that make a difference when it comes to attracting investors:

• Market and clear problem:It is essential to demonstrate a real and relevant problem in the market and how the startup solves this pain better than the competition.
• Sustainable business model:Startups need to prove that their product or service generates predictable revenue and has the potential to scale.
• Financial and operational metrics:CAC (Customer Acquisition Cost), LTV (Lifetime Value), MRR (Monthly Recurring Revenue) and churn rate are fundamental indicators to show the company's performance.
• Prepared and committed team:Investors evaluate not only the product but also the team behind it. Execution capacity is a decisive factor when betting on a startup.

The power of a well-structured pitch

The pitch is the first major opportunity to grab investors' attention and should be direct and impactful. "A poorly structured pitch can even jeopardize promising startups," warns Marilucia.

To increase the chances of success, an effective pitch should contain:

1. Value proposition: What the startup does and what problem it solves.
2. Market size: Growth opportunity and revenue potential.
3. Business model: How the company makes money.
4. Competitive advantage: What makes the startup unique.
5. Metrics and traction: Results already achieved, customers and projections.
6. Equipe: Quem são os fundadores e por que são os melhores para executar o negócio.
7. Use of investment: How the money will be applied to generate growth.

Structured financial planning

Lack of financial organization is one of the main reasons why startups lose investments. According to data from CB Insights, 38% of startups close due to lack of cash flow management.

To prepare for a round of investment, startups should:

• Have a clear projection of income and expenses.
• Control the burn rate (cash consumption rate).
• Demonstrate how the investment will be converted into growth.
• Keep documentation organized for due diligence (financial and legal audit carried out by investors before the contribution).

“The investor needs to see that the startup knows how to manage resources and has a clear plan for sustainable growth,” explains Marilucia.

Networking and strategic partnerships

In addition to internal preparation, creating strategic connections is essential for startups seeking to attract investments. Acceleration programs, industry events, and mentoring are valuable opportunities to expand your network and attract the attention of investors.

“Raising investments starts long before the meeting with a fund. Building a relationship with investors and being present in the ecosystem increases the chances of getting an investment at the right time,” reinforces Marilucia.

Investors seek prepared startups

The Venture Capital market has become increasingly selective. According to the "Global State of Venture Capital 2023" report, investments decreased globally, making investors more cautious. This means that startups that prepare strategically have a much higher chance of standing out.

“It’s not enough to have a promising idea. The market rewards entrepreneurs who can prove their worth and demonstrate that they are ready to grow,” concludes Marilucia.

With the right preparation, startups not only increase their chances of attracting investment, but also ensure that the resources received will be applied efficiently to drive growth and consolidation of the business.

Contactless payments via apps have become established in retail. Driven by global financial digitization and Near Field Communication (NFC) technology, the method has become the preferred choice among consumers seeking speed, convenience, and security in their financial transactions. Financial sector companies and retailers also see the change as an opportunity to improve the customer experience and expand their digital strategies.

The global digital payments market is expected to reach $14.8 trillion by 2027, according to Statista projections. And in Brazil, this growth is driven by innovations such as Pix, which already accounts for more than 30% of banking transactions in the country, and digital wallets like Apple Pay, Google Pay, and Samsung Pay, which enable contactless payments without the need for physical cards.

“Contactless payments represent a revolution in the way we handle money. In addition to offering more convenience, they ensure greater security by avoiding physical contact with card machines and the exposure of sensitive card data,” he explains.Rafael Franco, CEO yesAlphacode, a company specialized in the development of financial applications.

The impact on retail and consumer experience

The adoption of digital payment in retail is growing at an accelerated pace. Supermarket chains, restaurants, and large department stores already offer the option as a standard payment method, reducing queues and making transactions faster. Furthermore, delivery and urban mobility apps integrated contactless payments into their platforms, further simplifying the purchasing process.

For retailers, adopting this model also yields operational benefits. Studies indicate that digital payments reduce costs associated with fraud and chargebacks, as well as promote greater customer loyalty. According to a McKinsey survey, consumers who use digital wallets spend, on average, 30% more than those who pay with cash or traditional cards.

“The digitalization of payment methods is not just a trend, but a structural transformation of the market. Companies that offer this integrated and fluid experience achieve greater customer engagement and create monetization opportunities,” highlights Franco.

Security and challenges of digitalization

Security is one of the pillars of contactless payment adoption. Digital wallets use biometric authentication, advanced encryption, and tokenization to protect user data. However, the advancement of digitalization also poses challenges for companies, such as the need for constant updates in cybersecurity and the adaptation of consumers less familiar with new technologies.

Another challenge is digital inclusion. Despite the significant growth, many people still do not have access to smartphones compatible with NFC technology or face difficulties in using digital banking services. "The mass adoption of contactless payments involves a joint effort between companies, governments, and financial institutions to democratize access to technology and ensure that more people can enjoy the benefits of this advancement," says Franco.

The future of digital payments

The evolution of contactless payments is expected to continue accelerating in the coming years, with new technologies and integrations that will make the user experience even smoother. Trends like theTap to Pay, which allows smartphones to be transformed into payment machines, and the adoption of Pix by proximity indicate that the sector will continue to innovate.

The combination of security, convenience, and speed is establishing digital payments as the new standard in retail and consumers' daily lives. For companies, adopting this technology represents an essential competitive advantage in the digitalization era.