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What no one tells you about the journey from your online purchase to your home

E-commerce has never been so strong, but there is one detail that few consumers notice when completing an online purchase: the journey that the products take to reach their hands. The carrier shown in the tracking is not always the same one that makes the final delivery. In Brazil, where logistics face challenges of continental distances and complex infrastructure, thecargo reshipmentIt became a key piece in maintaining agile and accessible deliveries.

The practice ofreshipmentIt occurs when a carrier hands over the cargo to another company specialized in a specific segment of the delivery. This system allows products from large centers to reach smaller cities more efficiently and economically. And when we talk about e-commerce,everything that cannot be sent by mail — such as furniture, appliances, bicycles, and even sofas- depends on this process to be delivered.

Many people don't know, but if you bought a wardrobe from a company in São Paulo and live in the interior of Mato Grosso, for example, it's quite likely that your goods went through two or three carriers before reaching your home.explainCélio Martins, New Projects Manager at Transvias, the largest transportation guide in Brazil.

Partial loads: the secret behind logistical efficiency

In addition to redistribution, one of the main allies of e-commerce is transportation ofpartial loadsThis model allows multiple companies to share the same space in a truck, optimizing routes and costs. For retailers, it means that selling a single sofa to a customer in Manaus can be feasible without having to halt operations due to logistical issues.

LTL freight is a game-changer for small and medium-sized companies that sell online. If it was previously unfeasible to send just one product to another state, today it is possible because carriers can consolidate shipments and optimize routes.adds Martins.

Transvias: a bússola do transporte rodoviário no Brasil

While redistribution and less-than-truckload shipping are invisible to consumers, for companies in the sector, this machinery must operate with precision. That's where the role of theTransvias, a leading platform connecting carriers and shippers across Brazil.

Through theprinted and digital guide from Transviascompanies can findreliable logistics partners, reducing costs and ensuring faster deliveries. With over 8,000 registered carriers, the service facilitates everything from freight quoting to choosing the best distribution strategy.

Companies need to think strategically to reduce costs and improve delivery times. Connecting shippers with specialized carriers on the right route can make all the difference. Re-dispatch and consolidated cargo are essential solutions to keep e-commerce running in Brazil.Martins finishes.

With the growth of online shopping and the increasing demand for fast deliveries, understanding the journey of products to end consumers has ceased to be just an operational detail—and has become a competitive advantage for companies that know how to leverage logistics to their benefit.

Kumulus announces global holding and projects revenue of R$70 million

Kumulus announced this week a new phase of global expansion that will unify international operations. Named "One Kumulus," the restructuring aims to consolidate the company's presence in markets such as the United States, England, Ireland, and Portugal, where it has had active clients since 2023. With this new unified strategy, the company projects to double its revenue in the next three years, reaching R$ 70 million.

To lead this new phase, Thiago Iacopini, who was responsible for Kumulus's expansion into the international market, returns to the CEO position, now with the responsibility of leading the global operation, which will have the English unit as the holding; he will oversee all business units across all countries in a unified manner. "This past year has been a great learning experience, especially regarding the demanding cultures of the American and British markets. Our current strategy is to leverage this experience to further strengthen our global presence and establish Kumulus as a strategic partner in our clients' digital transformation," highlights Iacopini.

In the last two years, international expansion has been responsible for a significant part of the company's growth and now accounts for 30% of the total revenue. The goal with this global unification is to double this revenue, with half of the growth coming from the international market. Aligned with Kulumus's new business strategy is the strengthening of its role as a Trusted Advisor in digital transformation, expanding the service portfolio and positioning itself as a long-term business partner for clients.

To achieve this, the company must focus on end-to-end solutions in cloud computing, application modernization and artificial intelligence, having already been approved by Microsoft as an AI Design Capable Partner, recently announced.

A characteristic embedded in the company's DNA is the strategic use of artificial intelligence to provide efficient digital transformation for clients. "The market is flooded with AI, so the secret is how to use it. Here at Kumulus, we understand that we got ahead because we started working and investing in this type of technology very early. From the beginning, Kumulus worked with what led to the AI we know today, with Large Language Models (LLMs). Through our partnership with Microsoft, we were one of the first companies in Latin America to receive an Advanced Specialization in Analytics from Microsoft Azure, and today we are an Azure MSP Expert," comments Iacopini.

With the aim of strengthening the international commercial structure, in this new phase Kumulus will also have the return of Flavio Costa, this time as Commercial Director. He will be responsible for unifying sales operations across different countries and strengthening the synergy between the units. "The unification of our international sales operations is a strategic milestone for the company, enabling us to offer a more integrated and efficient experience to our global clients. With this new strategy, we are able to align different cultures, processes, and business models, strengthening our position as a digital transformation partner for large organizations. Our track record of success in high-impact projects and strategic alliances empowers us to drive innovation and competitiveness, helping these organizations advance their businesses," says Costa.

The strategic partnership with Logicalis, the group to which Kumulus is integrated, also plays a key role in this new phase of the company. According to Iacopini, Logicalis has been a strategic channel for distributing services abroad, facilitating its entry and consolidation in new markets.

“With a history of innovation and leadership in thecloud computingand AI, Kumulus reinforces its commitment to continue delivering high-impact solutions to its clients and partners," emphasizes the CEO. Among the company's recent achievements are being recognized as Microsoft Partner of the Year in 2022 and 2023, as well as new certifications that attest to excellence in delivering artificial intelligence and data analysis projects.

Scaling your audience without a strategy can be costly: expert points out 5 tips on how to turn followers into real customers

Many companies allocate substantial investments in acquiring followers, betting on converting this audience into revenue. However, neglecting the quality of this audience and their engagement can compromise the effectiveness of the strategy. According to the researchMaturity of Digital Marketing and Sales in Brazil, conducted by Resultados Digitais, Mundo do Marketing, and Rock Content, 94% of Brazilian institutions use digital marketing as their main growth tool, but only a fraction manage to turn followers into actual consumers.

According toSamuel Pereira, specialist in positioning, digital audience, and founder ofSDAHolding, attention has become the greatest asset of the digital world. "Just accumulating followers without a clear positioning and a well-structured sales funnel wastes time and money," he/she/they states. Gartner consulting data indicates that global marketing investments increased from 6.4% in 2021 to 9.5% in 2022, demonstrating that managers are expanding efforts to attract audiences but still face challenges in conversion.

Meanwhile, to ensure a return on these investments, it is necessary to have a strategic plan that includes precise segmentation, relevant content production, and the use of automation to guide visitors throughout their buying journey. "Having a million followers without engagement is like having a billboard in the middle of the desert. What really matters is building a base of interested people who are ready to buy," emphasizes Samuel.

Digital scalability is not limited to the growth of the number of followers. It mainly involves attracting a qualified audience that engages with the brand and advances in the purchasing journey. "Online presence alone does not guarantee conversion; for this reason, such an approach has become essential in the face of competitiveness on social media," it reveals.

How to achieve the long-awaited conversion? 

Samuel emphasizes that success in this process depends on three key factors, one of which is positioning. It is about creating a clear and consistent identity on social media. Strategic content also provides real value to the audience, sparking interest and trust. Efficient conversion also occurs through the use of tools such as landing pages, email automation, and targeted ads to guide followers toward the purchase, points out the expert.

Companies that want to turn attention into revenue must follow a well-defined script. One of the models developed by the positioning specialist is the "Scale Standard," which consists of five stages of digital growth:

1. Attraction:Create viral and strategic content to expand reach.

2. Engagement:Establish a relationship with the audience, encouraging interaction.

3. Authority:Position yourself as a reference in your niche.

4. Conversion:Implement direct sales strategies, such as launches and targeted campaigns.

5. Loyalty:Transform buyers into repeat customers, ensuring longevity in the market.

For Samuel, companies that do not follow a structured funnel lose valuable opportunities. "In the digital environment, conversion does not happen by chance. It is necessary to create a system that guides the audience to purchase in a natural and predictable way," he explains.

A clear example of this impact comes from cases like Natalia Beauty, which, by investing in positioning and high-frequency content production, managed to grow its digital audience rapidly and sustainably. "It's not just about numbers, but about engagement and conversion. The secret to selling more is to build a qualified audience, position yourself strategically, and implement an efficient sales funnel," he points out.

Companies that master this process expand their digital presence and turn followers into customers, ensuring sustainable and scalable growth in the online market.

McDonald's, iFood and CIF lead the engagement share in March on Big Brother Brasil 25

The most watched house in Brazil is one of the biggest stages for brands that want to capture the audience's attention. The sponsors of the reality show guarantee the attention of millions of viewers on open TV and Globoplay. But, when the game takes place on social media, which brand is really winning the audience's engagement?public‘?

WinninPlatform that uses proprietary AI to map cultural trends based on internet video consumption, mapped results from March 3 to 10, from the main Brazilian reality show, and provided exclusive insights about the participating brands that lead engagement.

After more than 50 days of the program, three brands stand out in engagement share on their own channels. THEMcDonald’sexpanded its presence, dominating TV Globo's profiles and boosting reach with influencers. THEiFoodHe nailed his strategy by scaling heavyweight names like Lara Santana and Anderson Profeta. Me andCIFknew how to engage the public, generating reactions both on the reality show's official channels and in the creators' ecosystem.

When we look at the view share,CIF, Méqui and iFoodalso stand out, driven by the high performance of their content on TikTok.

In sharing content, the game gains new protagonists. A BetnationalShoot ahead with the highest volume of publications, driven by the strategic partnership with FitDance.Rexonamarks territory on Globo's official channels, dominating spaces such as Multishow and BBB, whileiFoodinvests heavily in intense video production, ensuring a constant presence on the public's radar.

(Performance of sponsors in advertising content. Period from March 3 to 10. Source: Winnin.AI)

“Effective advertising goes beyond exposure; it’s about creating narratives that are part of the culture. Campaigns that capture trends and explore storytelling in an authentic way get not only attention, but also real engagement,” he says.Sara Christine, marketing analyst at Winnin.

During the three months of the program, Winnin offers weekly data through the official pageBig Insights Brasiland an exclusive dashboard with a simple registration. The reports highlight the moments of highest engagement, the performance of sponsors, audience behavior, and provide insights into the best opportunities for brands that are outside the reality show.

*Excerpt analyzing engagement from March 3 to 10.

**Measurement based on video content about the reality show.

Aligned with consumer trends, Daki launches campaign for Consumer Week

Consumer Week, celebrated annually with Consumer Day (March 15), has established itself as a significant date for Brazilian retail, being considered the "Black Friday" of the first semester. In the overall Brazilian e-commerce, sales increased by 13.9% compared to the previous year during the 2024 Consumer Week.according to data from Neotrust. And according to the Brazilian Electronic Commerce Association (ABComm), the projection is that revenue will reach R$224.7 billion in 2025.

At the same time, theconsumer trends for 2025 indicate that consumers are more cautious, prioritizing experiences and seeking more economical alternatives. Furthermore, there is a growing demand for ease of payment and quick deliveries, as declared by 37% of the respondents.Ecglobal in study of consumer trends for 2025. Another piece of data from the same survey shows that 88% of those surveyed consider technology to be an ally when shopping.

Aware of this scenario, theIn the meantime, an online marketplace application and reference in ultra-fast deliveries, presents its special campaign forConsumer Week 2025: “You clicked, you won Daki”Every day, users who access the app receive a mysterious gift, which can be a discount of R$ 5.00 to R$ 20.00 off, 5% to 10% cashback, or special offers on selected products and free shipping. The initiative aims to meet the new demands of consumers by offering exclusive flash sales, progressive discounts, and personalized benefits.

“Our campaign was developed to meet consumer expectations and keep up with trends, made for those looking for agility and personalized offers. We want to provide a unique shopping experience during Consumer Week, reinforcing our commitment to customer satisfaction and loyalty,” says Felipe Carlo, Daki’s Marketing Director.

With a good projection for this year, aIbevar survey – FIA Business Schoolshows that the first quarter of 2025 will be better than the same period last year, with a 3.42% increase in purchases and expansion across all categories in the IBGE classification.

With the campaign, the company aims not only to boost its sales but also to positively contribute to retail performance during the Consumer Week 2025. "This year we expect a 40% growth compared to last year, reinforcing our growth path with profitability," declares Carlo. "We are introducing this 'Mystery Gift' dynamic, betting on gamification and engagement, as well as even more personalized discounts. We believe this strategy will help boost sales and further strengthen customer loyalty, making the shopping experience more dynamic and rewarding," he concludes.

About a minute

Daki is a complete 100% digital marketplace app with its own stock, enabling speed and efficiency from product selection to delivery, ensuring the best shopping experience and fulfilling its mission to deliver a complete market in minutes. Founded in January 2021 by Rafael Vasto, Alex Bretzner, and Rodrigo Maroja, Daki, a pioneer in ultra-fast deliveries in Brazil, operates in a model ofdark stores, that is, small urban distribution centers closed to the public, with a delivery radius reduced to a few kilometers.

With approximately 5,000 products, including grocery, fresh produce, meats & frozen foods, bakery, beverages, home & cleaning, personal care, baby, and even pet products, Daki operates and serves in São Paulo, Santos, ABC Paulista, Osasco, Guarulhos, and Belo Horizonte, and already has more than 1,000 employees. After 10 months of operation, in its second round of investments, the company was valued at 1.2 billion dollars, becoming the fastest unicorn in the Americas.

Following the success of Amazônia AI, WideLabs launches Amazônia 360, Brazil’s first sovereign AI platform

WideLabs, a Brazilian artificial intelligence company, announces the launch of Amazônia 360, an evolution of its conversational model Amazônia AI. Focusing on the corporate market, the new platform arrives as the country's first sovereign AI PaaS (Platform as a Service), allowing public and private organizations to have full control over their data and customize their AI solutions.

Among the objectives of the novelty is to offer a platform that contributes to data management and decision-making in business.The solution allows each company to have its own artificial intelligence for data curation, in-depth analysis of strategic topics, and generation of insights through data cross-referencing. Another highlight is the increase in productivity and results, stemming from the automation of repetitive tasks, which allows teams to focus on more strategic aspects of the business. The new model developed by WideLabs is part of the solutions offered in the three recently launched models: Guara, Harpia, and Golia.

Guara, a speech-to-text model specialized in transcription and understanding of Brazilian Portuguese audio, recognizes different accents, slang, and regional terms. The Harpia model is an advanced multimodal system capable of interpreting text and images in an integrated manner, with applications ranging from medical report analysis with images to visual mathematical reasoning. Finally, Golia, optimized for speed and cost, stands out in tasks such as translation, text summarization, and sentiment analysis with extensive capability to evaluate large volumes of data.

Based on this success, Amazônia 360 integrates with the other models in the Amazônia AI family, offering even more flexibility. In addition to offering a commercialization model based on tokens, it is ideal for meeting the demands of the Brazilian market.

The launch was developed to establish new standards of safety and privacy. Your RAG (Retrieval-Augmented Generation) architecture, fully hosted in the client's environment, ensures maximum protection of sensitive information. "We developed a layered permission system that adapts to each company's organizational hierarchy. Our platform not only complies with but exceeds the standards of LGPD, GDPR, and specific market regulations, always ensuring that customer data is never used for training or other purposes," adds Nelson Leoni, CEO of WideLabs.

Another highlight of Amazon 360 is its innovative approach to user management. The platform allows defining specific permissions by department and establishing differentiated usage policies. With the intelligent quota system and a unified dashboard, managers can monitor, in real time, the AI consumption across the entire organization, ensuring efficiency and strategic control.

With native Portuguese support and models trained for the Brazilian market, Amazon 360 also offers a complete suite of AI models optimized for Portuguese, but, of course, multilingual, meeting the specific needs of the Brazilian market. There are specialized versions available for different sectors, ensuring accuracy and relevance in each context.

Furthermore, Amazon 360 offers an attractive cost-benefit ratio based on a consumption system, where companies only pay for what they use, unlike quotas based on the number of registered users. This format works through a pre-acquired credit, which can be used throughout the usage, ensuring greater predictability for the business.

“Our goal with WideLabs solutions is to boost business development in Brazil, democratizing the use of AI and strengthening our technological sovereignty,” reinforces Leoni.

Availability and hiring

Amazon 360 will be available to companies worldwide. Interested parties can hire the solution directly through the websitehttp://www.amazoniaia.com.br/or through Oracle Marketplace.

With clients such as FedEx and Amazon and revenue of over R$70 million, a company offering solutions against cargo theft arrives in the United States

Brazil recorded 7,244 cargo thefts between January and September last year, according to the National Public Security Information System (SINESP).

The figures show an approximate average of 27 incidents of this type per day on the country's highways.

And this type of crime also saw an increase in other countries, such as the United States.The country had 371 cargo thefts in the first quarter of 2024, according to Overhaul, a consultancy specializing in freight transportation. This represents a 38% increase compared to the same period in 2023.

In total, the damages amounted to approximately 78.13 million dollars, which is equivalent to about 390.65 million reais.

Therefore, Brazilian companies that offer technological solutions capable of preventing criminals from succeeding in their actions now want to expand their business in Uncle Sam's land, as is the case with T4S Tecnologia.                              

The São Paulo company, which began operations in 2017, came about after the company's founders, businessmen Enrico Rebuzzi and Luiz Henrique Nascimento, experienced first-hand what it was like to suffer losses from cargo theft.

Before founding T4S, they had a logistics company in 2003, Direct Express/Directlog, the largest e-commerce logistics operator in Brazil, and they went through this situation all the time.

“Working in this area of transportation, we realized how difficult it is to deal with damages resulting from cargo theft, so we decided that our next project would be something related to the transportation security sector”, highlightsRebuzzi.  

Among the unusual services offered by the company is the Anti-Intrusion Electric Shock, which in the event of an attempted theft of the cargo with breaking or perforation of the truck bed, the criminal receives a high-impact shock of 20,000 volts, but non-lethal. Anjos da Carga is a system equipped with 360-degree artificial intelligence cameras mounted on top of the truck, capable of detecting weapons, people through facial recognition, and suspicious movements.

This year, the brand landed in the United States. In her debut on American soil, T4S closed a partnership with a major logistics multinational.

Initially, part of this multinational's fleet was equipped with the technology named Cargo Angel. Now, T4S officially operates in three of the largest cities in the United States: Miami, Florida, Los Angeles, California, and Washington D.C.

Soon, other American fleets will also be protected by the other innovations of T4S.

“Thanks to the commitment of the T4S team, we were able to develop innovative solutions to prevent millions in losses due to cargo theft, and, due to our pioneering spirit, other countries also became interested in our services, so much so that we obtained international patents over the years.”, affirms Rebuzzi.  

Today, the brand has a client portfolio that includes companies such as FedEx, DHL, Amazon, JSL, and P&G. Regarding revenue, T4S closed 2024 with R$79 million and expects to end 2025 with R$96 million.

“To date we have generated more than 200 jobs and we haveseveral new developments for the coming years, including a T4S internationalization project”, concluded Rebuzzi.

8 curious facts about consumer habits in Brazil, according to experts

Digitalization has profoundly transformed the way Brazilians consume products and services, impacting everything from payment methods to customer loyalty strategies. With increasingly demanding and connected consumers, companies need to adapt to maintain their relevance in the market.

The 6th edition ofstudy"Digital Transformation in Brazilian Retail" — conducted by the Brazilian Society of Retail and Consumption (SBVC), in partnership with OasisLab and with support from Cielo — revealed that 48% of companies increased their technology investments in the past year. Of these, 46% allocated more than 0.45% of gross revenue to this initiative.

Already theDigital Transformation Index Brazil (ITDBr), produced by PwC Brazil and Fundação Dom Cabral, indicated that 41% of Brazilian companies consider digital transformation essential for their investments. However, 45.1% still adopt a conservative approach, limiting themselves to modest investments.

For Kenneth Corrêa, a data specialist, MBA professor at FGV, and author of the book "Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents," digitalization is no longer a competitive advantage but a necessity for survival in the market. "Consumers demand seamless and integrated experiences across different channels, and companies that do not invest in this evolution risk losing relevance. The big challenge is that it is not enough to just implement new technologies; it is necessary to rethink business models to meet these new demands," he says.

What has changed in the way we consume?

If shopping was previously limited to physical stores, with long research and price comparison processes, today consumers can do all of this from anywhere, at any time, using mobile devices.

Customization has also become a differentiator. According toOutgrow, 90% of consumers prefer brands that offer personalized experiences, and 40% are more likely to buy products recommended based on their browsing habits and previous purchases.

Additionally, payment methods such as PIX and digital wallets have made transactions faster and more secure. According to theBanco Central,PIX is already the most used payment method in Brazil, adopted by 76.4% of the population.

Loyalty has also undergone transformations. Points programs have paved the way for strategies such as cashback, personalized service, and direct communication, creating a closer relationship between consumers and brands.

Below, eight experts discuss facts about how consumption in Brazil has been impacted by the digital age:

1) “Research is essential to understand the consumer”, comments Danielle Almeida (CMO of MindMiners)

Whether in a chatbot or assisting with payment methods, collecting and analyzing information has become essential to understanding consumer expectations and improving marketing strategies.

“Companies need to be aware of their customers’ real demands. Turning this data into concrete actions is essential to creating more effective loyalty strategies,” says marketing specialist and CMO at MindMiners, Danielle Almeida.

2) “We are living through an e-commerce revolution,” says Thiago Muniz (CEO of Receita Previsível)

E-commerce has transformed Brazilian retail. The first major marketplace emerged in 1999, and today the sector continues to grow rapidly thanks to the wide variety of products and the digitization of payment methods, explains sales expert and CEO of Receita Previsível, Thiago Muniz.

THEThe Global Payments Reportestimates that the global online shopping market will grow 55.3% by the end of 2025, generating around US$8 trillion.

A survey by Octadesk in partnership with Opinion Box showed that 62% of Brazilians make between two and five online purchases per month, while 85% buy online at least once in the same period."Today, with just a few clicks, the consumer can compare prices, read reviews, and complete a purchase quickly and securely," completes Thiago.

3) “It’s the era of data-driven personalization,” reveals Lucas Monteiro (Martech Leader at Keyrus)

Companies are increasingly investing in big data and AI to create tailored experiences for their customers. THEConsumer Trends 2025It points out that 78% of consumers prefer brands that offer personalized interactions."With intelligent use of data, it is possible to predict customer churn, segment campaigns, and offer products that truly make sense for each audience," explains Lucas Monteiro, technology specialist and Martech Leader at Keyrus.

4) “Digital payments dominate the market”, says Murilo Rabusky (Business Director at Lina Open X)

The digitalization of payments has brought more practicality, replacing physical money and cards with solutions such as PIX, digital wallets and Open Finance.

Open Finance, for example, in the last year, surpassed 47 million users in one month, according to data from the Brazilian Federation of Banks (Febraban). At the end of 2024, there were 57.62 million active consents, demonstrating steady progress.

According to Lina Open X Business Director Murilo Rabusky, the innovation arriving in 2025 that will impact the market is proximity PIX, because it promises to be a game-changer. "Just link an account to a digital wallet and authorize the payment with a tap or facial recognition. This increases consumer convenience and opens new opportunities for merchants," explains Murilo.  

5) “Thedigital influencers dictate consumption”, he saysPedro Paulo Alves (co-founder of Boomer)

Today in Brazil, 144 million people are active on social media, and content creators are shaping trends and building the reputation of organizations. Large companies, like Magalu, are transforming their virtual assistants with the aim of making them more humanized. A "Lu", a digital influencer with millions of followers, strengthening the emotional connection with her clients.

"Companies are moving away from communicating solely as brands and are starting to act as content creators to truly connect with their customers. Therefore, the media teams of large companies have realized that advertising campaigns need to be more humanized and authentic, connecting with the audience in an efficient and genuine way. This connection is based on entertainment, that is, the ability to engage and involve the consumer through campaigns, building trust and driving the purchase decision," states Boomer co-founder Pedro Paulo Alves.   

6) “Streaming consumption highlights the power of loyalty,” he declaresEduardo Augusto (CEO of IDK)

Companies like Netflix and Amazon revolutionized the market by investing in subscriptions, ensuring recurring revenue and retaining loyal customers for longer. This model is expanding into various sectors, such as fashion, food, and services.

"Amazon, for example, changed the game in retail and technology by creating new rules for the market and transforming the way we consume. From Amazon Prime, which made fast delivery a standard and retained customers through a subscription model with over 200 million members worldwide, to AWS, which dominates cloud computing, the company not only innovated but reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the routines of millions of people," recalls IDK CEO Eduardo Augusto.  

The result is an organization that sets trends in technology, user experience, loyalty, and operations.

7) “Taking care of the environment through the circular economy is essential”, he points outRaimundo Onetto (co-founder of Kwara)

The emergence of new consumption models, such as property rentals (Airbnb), online thrift stores (Enjoei), and digital auctions (Kwara), reflects the growing search for more sustainable alternatives. In this context, the circular economy gains strength by encouraging reuse, recycling, and extending the lifespan of products.

For Raimundo Onetto, co-founder of Kwara, an online auction platform, consumers are increasingly aware of the environmental impact of their purchasing decisions.

“Participating in an auction often means giving new life to a valuable item that is still in excellent condition, avoiding premature disposal and minimizing waste. This sustainable behavior is aligned with the values of many consumers who want to make more conscious choices. Furthermore, when considering auctions of products such as electronics, vehicles, machinery and real estate, this practice not only increases the usefulness of the goods, but also provides financial advantages. The combination of economy and environmental responsibility has driven interest in this acquisition model”, highlights Raimundo.

8) “The future is in the metaverse,” he saysKenneth Corrêa (innovation and data specialist)

With technological advancement, the metaverse presents itself as the next great revolution in consumption, enabling immersive experiences, interactive virtual stores and new relationship dynamics between brands and consumers.

Large companies are already exploring virtual environments for training, audience engagement, and business innovation. The challenge is to develop applications that truly deliver value, going beyond the excitement that marked the years 2022 and 2023. Currently, the main focus is on augmented reality glasses, which have become lighter and allow the user to see the real world at the same time as receiving information projected onto the lenses, explains Kenneth.

Our future will be 100% connected

In the coming years, the shopping journey will be transformed by more advanced and integrated technologies. Generative artificial intelligence will play a central role, providing personalized recommendations and more humanized automated interactions. The use of data and machine learning will also evolve, making offers more precise and tailored to consumer behavior in real time.

Immersive commerce, driven by the metaverse and augmented reality, will allow consumers to virtually test products, enhancing the experience and reducing returns. Furthermore, payment methods will continue to evolve, making transactions faster and more secure.

Digital sustainability will also be a priority, with consumers demanding practices such as green logistics and the circular economy.In other words, continuous innovation is important for companies that wish not only to survive but also to thrive in a dynamic market, where adaptation and the ability to anticipate new consumer demands will be decisive for success, concludes technology and business expert, CEO Advisor, and President of Editora Brasport, Antonio Muniz.

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Kenneth CorreaKenneth CorreaHe is a renowned specialist in Data, Artificial Intelligence, and the Metaverse. MBA professor at Fundação Getúlio Vargas (FGV), the professional has been helping to shape the next generation of leaders. Additionally, Kenneth is an international TEDx speaker and serves as the Strategy Director at 80 20 Marketing Agency, where he leads a team of 90 professionals. With 15 years of experience in marketing and technology, he develops innovative projects for major companies such as AEGEA, JBS, and Suzano. Recently, he launched his first international book at MIT (Massachusetts Institute of Technology), "Cognitive Organizations – Leveraging the Power of Generative AI and Intelligent Agents," which explores the impact of AI on organizations. For more information:Kenneth Correa. 

Open Line

Lina was born with the goal of building technological solutions to support Brazilian financial institutions and insurers in all needs related to the data sharing and services ecosystem of Open Finance. The company, which began its work in Open Banking, is already a leader in Open Insurance and has established itself as one of the most important Open Finance providers in the Brazilian market, being the strategic partner of major institutions such as B3, RTM, and TecBan. Find out more: https://linaopenx.com.br/ 

Queirus
QueirusIt is a global digital transformation consultancy, operating in 27 countries and with a team of over 3,300 specialists. Recognized by Forbes as one of the best consulting firms in the world, the company operates in three main areas: Data Intelligence, Digital Experience, and Management & Transformation Consulting.

Keyrus stands out as a leader in offering innovative proposals in BI, Data-Driven Journey, Artificial Intelligence, Hyperautomation, Martech, Digital Products, and Augmented Solutions for Industry. This strategic approach enables the company to combine its technical expertise with a deep understanding of each client's challenges, resulting in customized deliveries that meet the specific demands of each sector.

Furthermore, Keyrus is recognized in Brazil as a leader in the quadrants of Advanced BI & Reporting Modernization Services – Midsize and has gained prominence as a "Market Challenger" in the quadrants of Data Science & AI Services and Data Modernization Services – Midsize, according to the ISG 2024 report. These achievements reaffirm Keyrus's commitment to excellence and innovation in digital transformation, solidifying its prominent position in the market. To learn more, visit the websiteQueirusorLinkedIn.

MindMinersMindMiners It is a technology company operating since 2013, committed to innovation to bring disruptive solutions to the consumer insights market. By combining research, technology, and data intelligence, it helps major brands across various sectors make efficient business decisions based on reliable data that reflects consumer behavior. The company has a proprietary and exclusive respondent panel, MeSeems, which brings together over 5 million people from across the country. They share ideas, preferences, and routines, generating a valuable database of information. Among the clients currently part of MindMiners' portfolio are Itaú, Renner, Vivo, Nestlé, Diageo, and TikTok. Learn morehttps://mindminers.com/

BoomerBoomer is a company specialized in performance media, growth marketing, data intelligence, and sales to accelerate brands. She uses tools such as conversion rate optimization (CRO) and paid media management, helping brands maximize their return on investment (ROI) in the digital environment. With a data-driven approach, Boomer offers customized solutions aimed at improving user experience, increasing conversion rates, and boosting the performance of digital channels. With a team of highly skilled specialists and a portfolio of major market companies such as Chima Steakhouse, HS Sports, Mamma Jamma, GE Beauty, and Rock The Mountain, Boomer has been a strategic partner for companies seeking to achieve exceptional results and transform their online operations.Learn more.

IDKIDK It is a renowned consultancy in Brazil that offers solutions combining technology, design, and communication. The integration of these three areas in IDK is what results in the quality of deliveries, innovation, and high performance of its clients. The goal is to help companies that want to turn their aspirations into reality by building real connections and learning through data analysis and personalized service. IDK assists large companies in branding, media, data, gaming content, video production, digital development, service release, customer experience, UI, UX/CX research, and CRM. Technology is not the end, it's just the means, this is IDK, welcome!  

KwaraKwaraIt is a platform that sells goods, products, and assets of any nature to companies of any sector and location in Brazil. The business offers cutting-edge technology, security, agility, and large-scale reach, providing a complete solution so that sellers and buyers don't have to worry when it comes to buying and selling. Learn more atKwara.

Antonio MunizAntonio MunizHe is a renowned leader in the technology and business sector, serving as CEO Advisor and President of Editora Brasport, where he provides high-impact strategic consulting. Your role goes beyond the educational sphere, also serving as president of the Technology Committee in two academies, where you promote networking and professional development. Muniz is widely recognized for his ability to connect people and ideas, always with the goal of promoting collective growth and mutual success. As a Community Leader of the Collaborative Journey, he is a reference in areas such as Agility, DevOps, Lean, QA, OKR, and Digital Transformation. In addition to being a writer, speaker, and professor of Executive MBA in Agility, Technology, and Business at Anhanguera Educacional, Muniz is the author and editor of several books on technology and management. For more information, visit:LinkedIn.

How to establish integrated cybersecurity strategies in an evolving technological landscape

In the current landscape of rapid technological innovations, cybersecurity has become an undeniable priority for organizations, especially in light of the challenges posed by emerging technologies such as Artificial Intelligence (AI), the Internet of Things (IoT), among others.

With increasingly sophisticated and destructive cyberattacks, the need for proactive security solutions, in addition to reactive ones, is more than a mandatory requirement—it's an urgent necessity. According to a Mordor Intelligence report, the size of the cybersecurity market is expected to reach $350.23 billion by 2029, growing at a compound annual growth rate (CAGR) of 11.44% during the forecast period (2024-2029).

In this context, a robust cybersecurity strategy, supported by effective governance, becomes essential to ensure organizational resilience. After all, incorporating Security and Privacy principles from the beginning and throughout all processes ensures inherently secure practices. Without this strategic integrity, organizations may fail to prevent attacks quickly and effectively.

However, it is important to emphasize that a solid defense begins with strategic planning that integrates Governance, Risk, and Compliance (GRC) into an Integrated Management System (IMS). This unified model aligns fundamental practices such as cybersecurity, data privacy, risk management, business continuity, crisis management, ESG (environmental, social, and governance), and fraud prevention. This approach not only protects sensitive information but also ensures compliance with strict regulations, preventing malicious exploits.

Furthermore, the implementation of the PDCA cycle (an acronym in English for plan, do, check, and act) as a continuous approach to planning, execution, monitoring, and process improvement is another point that requires attention. This is because it enhances the ability to quickly detect vulnerabilities, ensuring that operations remain secure, effective, and ready to adapt to technological and regulatory changes.

In this context, Artificial Intelligence stands out as a transformative resource, offering monitoring and analysis capabilities of large volumes of data to identify suspicious patterns and prevent potential attacks. However, its implementation must be careful to avoid false positives, which could compromise resources and operational effectiveness.

Based on the premise that no element is inherently secure, the Zero Trust concept also emerges as fundamental to cybersecurity by requiring a rigorous approach that combines access control with network segmentation, continuous identity verification, constant monitoring, and end-to-end encryption. What reinforces resilience against threats and integrates seamlessly with Security and Privacy by Design and Default, through which security and privacy are incorporated from the outset into technological development processes.

Remember that success in cybersecurity lies in a holistic approach that goes beyond installing tools and adopts integrated strategies encompassing governance and a commitment to continuous improvement, ensuring protection and resilience in a constantly evolving global landscape. And a robust GRC model, combined with the QMS, allows for continuous and proactive risk assessment, adapting operational planning as needs evolve in an era of emerging technologies.

See the most sought-after products on Consumer Day

With the rise in inflation, food and beverages are already among the most sought-after products in the Consumer Day promotions on March 15, according to a survey conducted by the platforms Bling (ERP), Tray (e-commerce), and Octadesk (customer service), belonging to LWSA. However, smartphones, electronics, fashion, and beauty still lead the list of buyers' preferences.

With advantageous discounts that attract buyers, Consumer Week has become an increasingly strategic date for retail. According to Thiago Mazeto, Tray's director, Consumer Week has gained importance in recent years as the first event of the year that allows for a boost in retail sales. "At the beginning of the year, consumers are still recovering from the end-of-year festivities and are faced with early-year expenses such as vehicle tax (IPVA), property tax (IPTU), and school supplies, which, of course, affects sales in some sectors. With Consumer Day, we have a sort of Black Friday at the start of the year that allows for an increase in sales," he explains.

Online SMEs, which operate through the Tray and Bling platforms, experienced an 18.3% increase in sales in March 2024 compared to the same period in 2023. "This is a strategic moment for entrepreneurs to boost sales, but it is essential that planning begins beforehand. Consumer Day, like other seasonal shopping dates, requires careful preparation to maximize sales potential," evaluates Marcelo Navarini, director of Bling.

In March of last year, the freight platform Melhor Envios recorded a volume of 1.8 million shipments sent by entrepreneurs.

Check out the most purchased products during the period:

  • Home appliances– refrigerators, stoves and washing machines;
  • Electronics– smartphones, notebooks and televisions;
  • Clothing, footwear and accessories– clothes, bags, jewelry and watches;
  • Food and drinks;
  • Pharmacy, beauty and perfumery items– cosmetics, perfumes and personal care products.

Online shopping gains ground and requires retail adaptation

Another survey, CX Trends 2025, by Octadesk, highlights that 77% of Brazilian consumers prefer to buy online, while the preference for physical stores fell 3 percentage points compared to last year, reaching 64%.

The CX Trends 2025 survey reveals that, beyond convenience, factors such as free shipping (62%), product quality (56%), and competitive pricing (53%) are key determinants in choosing a purchasing channel. The main means of acquisition include online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).

Furthermore, the personalization of the shopping experience has played a crucial role. Six out of ten consumers say that personalization and artificial intelligence influence their purchasing decisions. "Today, in addition to quality or efficiency, the consumer wants an experience that understands and connects to their needs. Technology should be used as an ally to enhance human service, not replace it," emphasizes Rodrigo Ricco, founder and CEO of Octadesk.

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