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Consumers prefer online shopping and visits to physical stores decrease

Consumers are increasingly shopping at online stores and marketplaces and choosing physical stores less, according to the CX Trends 2025 survey conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box.

According to the survey, 64% of respondents revealed a preference for physical stores – 3 percentage points less than the figure from last year's edition of the same study. The search for purchases on websites and online stores has reached 77% of consumers. Furthermore, among the respondents, 43% still stated that they shop through store apps and 15% said they purchase via social networks, such as WhatsApp and Instagram.

Convenience and costs drive this consumer preference for online. According to the study, the reasons for online shopping include free shipping (62%), product or service quality (56%), and low price (53%). The main purchasing channels include online stores (68%), marketplaces (66%), WhatsApp (30%), and Instagram (28%).

Message personalization influences purchases

In addition to free shipping and convenience, hyper-personalization and artificial intelligence (AI) influence 6 out of 10 purchasing decisions for products or services. In the last 12 months, 68% of consumers highlighted personalization in service as a decision factor, while 50% reported having experienced AI while shopping – an 8 percentage point increase compared to the previous year.

Additionally, 35% of respondents stated that they experienced personalized recommendations through AI in their product purchases or service hiring."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. This combination creates an experience that truly makes a difference for the customer and presents an opportunity for revenue growth for companies," says Rodrigo Ricco, Founder and General Director of Octadesk.

The CX Trends 2025 was conducted by Octadesk in partnership with Opinion Box, supported by Vindi, Locaweb, Moskit, Bling, and KingHost, and surveyed over 2,000 online consumers aged 16 and above from all over Brazil and all social classes. The margin of error of the survey is 2.2 percentage points. To access the full report,Click here.

Decision against Google reinforces legal risks of partnerships with companies without headquarters in Brazil

The recent conviction of Google to pay compensation of more than R$ 50,000 to a consumer due to issues related to a game purchased via Google Play raises a warning for companies that intermediary digital services and products. The court decision was based on the fact that the game developer did not have a headquarters in Brazil, which prevented the consumer from seeking redress directly from the responsible company. As a result, the platform was considered part of the consumption chain and held responsible for the damages suffered.However, the decision has not yet become final and is in the appeals process, which means it can be annulled or modified.

This case highlights a risk similar to that which occurs in the sports betting market in Brazil, which has experienced rapid growth in recent years. Many platforms partner with foreign operators that have no representation in the country, which can cause legal complications for consumers. Without a legally established company in Brazil, clients may face difficulties in asserting their rights, exposing themselves to a legal insecurity scenario similar to the recent case involving Google.

“This decision reinforces the critical role of companies that mediate digital products and services in protecting consumers. Based on the Consumer Protection Code, when a platform participates in the consumer chain, it must ensure that its partners have a legal structure that guarantees the rights of the customer. The lack of this security can result in financial losses and damage to the company’s own reputation”, he explains.Priscila Condeli, Head of Legal Ops at DeltaAI.

Conta Simples invests R$20 million in the development of its platform and plans to increase its revenue fivefold in the coming years

Simple Account, the leading corporate expense management platform in Brazil, announces the greatest strategic and technological evolution since its founding and promises to lead the company to reach a share of 100,000 clients in the coming years. Starting from an investment of R$20 million, theSimple Account 2.0It will be the first – in a series of launches – that will occur every six months and mark a new era in corporate expense management. The projection is that the developments will bring revenue five times greater than the current for the company.

With the aim of bringing even more organization, control and intelligence to companies, the fintech presents 12 new features on its platform, in addition to other improvements to existing products, distributed across payment solutions, expense management and financial services.
Customerat the center of decisionsThis evolution had been planned for quite some time, reveals Rodrigo Tognini, CEO and co-founder of Conta Simples, who noticed, during conversations with clients, the points of frustration that impact the daily life of the finance team. "I have always been attentive to the various challenges companies face in the corporate payment process and expense management. That is why we are always close to our clients in the development process and updates of functionalities. However, I noticed that the market still demanded more regarding expense management, and we decided that this was the time to change this scenario and lead an even more innovative and aggressive movement," he states.

According to the research“Overview of Corporate Expense Management in Brazil”, carried out by Conta Simples in partnership with Visa, 80% of companies spend up to 29 hours a week managing expenses. Additionally, 40% of businesses still use spreadsheets and manual processes to manage expenses, compromising efficiency and visibility. Companies that use Conta Simples already save up to 9 hours per week, increasing control and efficiency — time that could be invested in growth.

“We diagnosed the pain and, after months of development, we brought solutions that resolve these limitations in a simple and efficient way. We combined technology and simplicity to multiply the impact of financial teams, making management more agile and productive,” explains Stenyo Lago, the company’s CPO.

New features, more efficiencyConta Simples 2.0 presents an evolution in the way data is consumed and analyzed by customers, thus creating aData Panel, reportsof smart expensesthat uses Artificial Intelligence (AI),machine learningand data modeling to generate personalized insights. In addition to raw data and charts, it is also possible to customize the view by date, cost center, categories, user, and transaction type. Already thesmart categoriesinclude 400 establishmentstaggedautomatically, also with the help of AI, which eliminates the need for manual categorization and simplifies the reconciliation process.

Another novelty is that thecorporate cardsThey can be registered in Google Wallet and will allow payments at physical establishments via contactless, eliminating the need to carry the physical card. Later this semester, Apple Wallet users will also be able to enjoy this convenience. According to Lago, the demand for a corporate wallet solution has been growing among clients, especially those who need to distribute cards to multiple units or employees. "With this feature, we offer an efficient solution aligned with the clients' usage expectations," he points out.

Another highlight is thebatch payment, which automates and simplifies expense management, providing more control, efficiency, and transparency for financial teams. With advanced technology and an intuitive interface, the solution reduces bureaucracy, improves cost predictability, and allows companies to make strategic decisions more quickly. The fintech still offers easy integration with the mainERP systemsfrom the market, such as Omie, SAP, and Oracle. With connectionplug and playThe integration process is completed in just 6 steps, taking about 15 minutes.

“Think Simple”The product evolution will be communicated through the largest campaign ever conducted by Conta Simples. Ideated by the CCaramelo agency, it brings thetagline "Simple Think"

The production, which will be shown on open television,out of homeand other digital channels, will be starred by Ana Paula Padrão, journalist and businesswoman who recently stepped down as host of "MasterChef Brazil," and Leandro Ladeira, a reference in Brazilian digital marketing and one of the country's top content creators in the field.

Through two films, the action prompts the audience to reflect on whether they are complicating tasks that should be simple. "The protagonist of this story is the corporate credit card from Conta Simples, the true 'hero' for a more organized, controlled, and monitored financial journey. The goal is to empower companies with the right tools to simplify daily operations and focus on what truly matters – growth," concludes Tognini.

Time is money and customers agree: how companies can use data to speed up service

Consumers are almost always looking for interesting products, affordable prices, and benefits such as free shipping; but what should not be out of sight is the value they place on personalized experiences, especially in customer service. From a business perspective, measuring satisfaction is crucial to delivering smooth journeys and optimizing operational costs. Therefore, finding solutions that help improve performance can give the company a step ahead in the market.

A multichannel dashboard can be the solution. It shows the performance of all service channels, providing transparency of the operation for management. With the visibility it provides of key indicators — such as average response time, average service time, first contact resolution rate, customer satisfaction, volume of calls or messages handled — it is possible to act precisely without having to spend resources guessing where the bottlenecks are.

With that, it becomes more strategic to redirect efforts towards improvements, which can impact personalization. This uniqueness of the relationship with consumers can increase the chances of loyalty; after all, 73% of customers prefer to buy from brands with which they have already had personalized experiences, according to Opinion Box research.

“Today, consumers are in a hurry to resolve and simplify situations. Operations that have visibility into data and insights can make strategic changes quickly, without affecting customer relationships. This contributes to both management efficiency and customer service, which can be decisive in the purchasing journey,” explains Oswaldo Garcia, CEO of NeoAssist, a leading omnichannel service platform.

In this way, the phrase "time is money," in addition to applying to consumers' expectations—who want to resolve their doubts or issues quickly and for whom time is crucial—also applies to the operation. The insights generated by omnichannel dashboards still serve to evaluate team performance, identify and eliminate difficulties, monitor deadlines, and improve processes.

“Managing a customer service team involves not only focusing on the customer, but also an analytical view of the entire customer service operation. It helps to be in control if it is supported by reliable data,” says the executive.

Ways to escape the traps that imprison digital entrepreneurs

Digital entrepreneurship is constantly growing in the country, with 54% of Brazilians consuming some type of infoproduct, according to a survey by the National Confederation of Shop Managers (CNDL). This market, however, is also full of traps for entrepreneurs. It is to alert about these dangers and show how to face them that the CEO of Digital Manager GuruAndre Cruz,publish the bookPolitically Incorrect Guide for Digital Entrepreneursfor theDVS Publisher

Throughout the work, he presents practical ways to venture freely in the virtual world, but distancing himself from platforms that exploit businesses and do not generate rewards. With a direct and unfiltered approach, Cruz denounces how "pay-to-sell" sales systems make their users hostages to abusive fees and lack of autonomy. According to the CEO, with the advancement of the digital market, many intermediaries have started to position themselves as owners of other people's businesses, restricting control over sales, data, and customers.  

"This dependence on platforms needs to be broken, as it is a dynamic that favors digital scams, especially with the proliferation of 'course-selling courses.' A market has been created that profits by selling dreams and false promises to those seeking shortcuts and being led astray by illusions. Without autonomy, many professionals end up working for the interests of others, while their own earnings are compromised," shares the author.

The work is structured into four parts. In the first, the author proposes a critical perspective on the business model of traditional platforms. Next, share your success story as the founder of Digital Manager Guru, a fairer and more transparent alternative for those seeking independence. Next, it reveals the values, principles, and strategies that have always guided your ventures, and concludes with practical advice for those who wish to grow without relying on intermediaries.

With over 20 years of experience in the digital market, André Cruz not only points out the system's problems but also presents solutions and alternative paths for those seeking autonomy and real growth. Designed for digital entrepreneurs, small business owners, info product creators, marketing professionals, and anyone interested in provocative analyses, this guide is essential reading for those who value straightforward content without "pretty packaging" for uncomfortable truths.

Politically Incorrect Guide for Digital EntrepreneursIt is an invitation to reflection and transformation. A call to action for those who want to escape the digital world's trap and build a profitable business without relying on third parties. With accessible language and content full of real experiences, the book stands out as an indispensable manual for those who want to break free from the constraints of the traditional market and take control of their own destiny in the digital universe.

Technical sheet   

Title:The Politically Incorrect Guide for Digital Entrepreneurs – A manifesto to challenge the system, change the game and take online business to the next level
Publisher:DVS Publisher
Author:Andre Cruz
ISBN: 978-6556951423  
Pages: 167  
Price: R$ 74,00  
Where to find:Amazonand the country's main bookstores

ESPM promotes free meetings on Marketing, Branding and Artificial Intelligence with market experts

ESPM, a leading school and authority in Marketing and Innovation focused on business, hosts three free events with market experts to discuss topics such as Artificial Intelligence, Marketing, and Branding.

On March 18th, Instituto Caldeira, a hub that connects people and initiatives through innovation, hosts theLifelong Learning Experienceevent that will address "The challenges of marketing and professionals in the field for 2025". Alice Oliveira, CMO of DELL Brazil and Global Social Media Dell, and Natália Bischoff, Director of Branding and Business at Jorge Bischoff, participate in the debate.The mediation will be conducted by Roberta Krause, postgraduate professor and innovation coordinator at ESPM Porto Alegre. Registrations atlink.

In addition to the in-person meeting at Caldeira on March 17 and 25, two open, free, online classes are scheduled: "Effectiveness in Marketing and Branding in Times of Uncertainty" and "Exploring Artificial Intelligence." The classes are part of, respectively, the Prime MBA in Marketing and Branding, and the postgraduate program in Business Management. Interested parties can register atsiteof the institution.


Service

Lifelong Learning Experience – The challenges facing marketing and professionals in the field for 2025

Data: 18 de março

Schedule: 7pm to 9pm

Local: Instituto Caldeira – Tv. São José, 455 – Navegantes, Porto Alegre

Palestrantes: Alice Oliveira, CMO DELL Brasil e Global Social Media Dell, e Natália Bischoff, diretora de Branding e Negócios da Jorge Bischoff

Information and registration:here

Free Event

Open Class: Effectiveness in Marketing and Branding in Times of Uncertainty

Dados: 17/03/2025

Time: 7pm

Formato: Online, via Zoom

Palestrante: Gustavo Ermel, Sócio e diretor de estratégia e inovação da SPR

Curso: Prime MBA em Marketing e Branding

Information and registration:here

Open Class: Exploring Artificial Intelligence

Data: 25/03/2025

Time: 7pm

Formato: Online, via Zoom

Palestrante: Guilherme Bertoni, Sócio-Fundador da Getsdone Soluções Educacionais e professor da ESPM

Curso: Pós-graduação em Gestão Empresarial

Information and registration:here

FCamara announces Vinicius Galera as new Director of Sales Growth

FCamara, a multinational technology and innovation company, announces the arrival of Vinicius Galera as the new Sales Boost director. With a proven track record in artificial intelligence (AI), machine learning (ML), and growth strategies, the executive will be responsible for strengthening the company's Digital Sales Growth division, driving performance and exploring new market opportunities through data-driven solutions.

Galera stands out for its experience and ability to lead "go-to-market" (GTM) strategies, promoting sustainable business growth. Your skills are supported by AI and machine learning to tackle complex challenges, optimize strategic decision-making, and maximize business outcomes.

"I believe that the constant pursuit of innovative solutions stimulates the team's ability to see projects from a different perspective, making it possible to develop more dynamic projects in order to promote digital transformation and technological advancement with each delivery," says Galera.

In addition to his new position at FCamara, Galera works as a professor of Growth and Sales at the Link School of Business and is studying for a Masters in Artificial Intelligence for Business at Oxford University, England.

The hiring of Galera reinforces FCamara's commitment to strengthening its teams with professionals possessing complementary skills, capable of driving excellence in deliveries and maintaining the company's position as a reference in the development of innovative solutions. This strategic move aims to ensure the continuous evolution of the quality and innovation that define the company's operations.

Rimini Street and T-Systems North America Announce Strategic Partnership

Rimini Street, Inc. (Nasdaq:RMNI), a global provider of end-to-end enterprise software support, products, and services, and a leader in third-party support for Oracle, SAP, and VMware software, announced a strategic partnership with T-Systems North America, a leader in hosting solutions, digital services, security, and IT.

Through this alliance, companies will have access to enhanced software support, managed services, and hosting solutions, helping organizations reduce costs, improve IT stability, and accelerate their digital transformation. Furthermore, the partnership will provide an integrated approach to enterprise IT support, enabling clients to optimize their technology investments while benefiting from service quality, infrastructure expertise, and cloud resources.

The strategic partnership between Rimini Street and T-Systems will deliver maximum value to companies, as it is built on collaboration rather than a traditional service provider model. With Rimini Street's experience in enterprise software and T-Systems North America's deep knowledge in managed hosting services and cloud infrastructure, organizations will have the opportunity to extend the lifecycle of their current IT products and versions while simultaneously adopting modern cloud and automation technologies in an integrated manner.

Customers will benefit from Rimini Street's nearly twenty years of experience in providing ultra-fast and cost-effective software support for SAP, Oracle, VMware, as well as over 100 corporate products. As well as over two decades of experience from T-Systems North America as a multi-cloud service provider, ensuring access to world-class software support, along with high-performance hosting and infrastructure solutions.

This partnership offers the flexibility and connectivity needed to adapt to evolving market demands, foster innovation, deliver cost-effective solutions, and accelerate transformation goals. Furthermore, it allows companies to improve profitability and growth in a rapidly changing and competitive business landscape.

Leadership considerations

"As a global provider of independent support for enterprise software, Rimini Street has helped thousands of organizations maximize the value of their IT investments, avoiding unnecessary costs," says Seth Ravin, CEO and Chairman of Rimini Street. Through this partnership, we are expanding our ability to provide more comprehensive and integrated IT business solutions, ensuring that clients have access to the best support, infrastructure, and hosting services to drive success.

"Our partnership with Rimini Street marks a significant step in delivering end-to-end IT solutions that offer companies greater flexibility with alternative roadmaps, efficiency, and cost savings," explains Cesar Martinez, CEO and Chairman of T-Systems North America. By leveraging our combined experience, we ensure that our mutual clients benefit from robust enterprise software support while accessing T-Systems' leading hosting and infrastructure solutions for a truly comprehensive IT strategy.

BrandLovers creates the first large-scale solution that automates contracts and payments between brands and content creators

BrandLovers, a company that connects brands and content creators, takes another step forward in the sector with the launch ofCreator PayThis innovative solution, integrated into the Creator Ads platform, automates financial processes that were previously operational bottlenecks for brands and creators. "Now, those who hire content creators no longer need to deal with the bureaucracies of the payment process, and on the creators' side, there is the advantage of being paid more quickly," he explains.Rapha Avellar, CEO and founder of BrandLovers.

Creator Pay processesmore than 6,000 daily transactions, ensuring safety, efficiency, and scalability for the entire supply chain. With projection ofreach 25 million transactions by 2025, BrandLovers has established itself as the main financial platform in the influencer market in Brazil.

“We are leading a movement that goes far beyond simple payment. We want to build a more efficient and sustainable influencer market, where creators have the financial security to fully dedicate themselves to creating content and brands can focus on what really matters: creative strategies that generate value and authentic connection with the public”, says Avellar.

Eliminating bureaucracy, boosting opportunities

Manual management of contracts and payments has always been one of the biggest hurdles in hiring creators. According to theCreator POV 202423% of brandspoint to this gap as one of the main limitations in the agility of campaigns.

The receipt time, which previously varied from30 to 120 days, now it is reduced to a few hours. With theCreator Pay, the entire process is automated, ensuring compliance, efficiency, and transparency.

During the development of the solution, BrandLovers tested an MVP focused onanticipation of receivables, allowing creators to have early access to the amounts to be received. In testing phase, the featureimpacted more than 100 creators, totaling R$50 thousand in requests. The feedback was highly positive: many creators reported that the advance amounts were used for strategic investments, such as purchasing equipment and financial regularization, proving the relevance of this functionality as a professionalization tool.

With these results, BrandLovers concluded the validation of the initial hypothesis: the creators demonstrated strong adherence to receivables anticipation, reinforcing the importance of more agile and predictable income sources for the influencer market. The launch of the feature is scheduled for the coming months, as part of the expansion roadmap of the integrated financial solutions on the platform.

Innovation leadership and a bold vision for the future

With the goal of movingR$ 1 billionin transactions over the next four years, theBrandLoversis reshaping the influence market. The company's innovation roadmap includesnew financial featuresandintegrations with digital banks, consolidating the platform as a reference for creators and advertisers.

"The future vision for Creator Pay is to be the financial engine of the influence market, ensuring that creators and brands grow together, in a fair and sustainable way," adds Avellar. Our commitment is to provide cutting-edge technology to simplify processes and generate value in every interaction on the platform.

In the coming months, theCreator Paywill be expanded tothe entire base of more than 220 thousand creators, consolidating BrandLovers as the market leader. The impact will be direct

  • Brandsgain more practicality in hiring and paying creators.
  • Creators, regardless of the size of their audience, have new monetization opportunities with predictability and financial security.

With this, BrandLovers continues to strengthen ainnovative ecosystemand accelerating the growth of the Creator Economy in Brazil.

Inflation forces changes in consumption and Brazilians cut spending, reveals new Bain research

The new edition of the Consumer Pulse study, conducted annually by strategic consulting firm Bain & Company, indicates that 26% of Brazilians believe their financial situation has worsened compared to the previous year. The perception of rising prices has also intensified, with 90% of respondents noticing an increase in the prices of goods and services in 2025, up from 81% who reported this perception in 2024. The items identified as the main contributors to inflation were food, followed by energy bills, personal care, clothing, and health.

With the rise in the cost of living, 83% of Brazilians stated that they have reduced or intend to reduce their personal expenses, especially in clothing and food delivery. Only 14% of Brazilians are able to save without giving up buying what they want, and 11% save by only purchasing essentials. Another change focused on greater savings was the willingness to try new, cheaper brands, a behavior adopted by 42% of consumers.

The study also identified differences in consumption behavior among different income groups. While those with higher incomes seek to cut expenses on restaurants and delivery, consumers with fewer resources reduce their purchases of food and clothing and try to save on their energy bills. Among the 45% of respondents who joined loyalty programs, high-income consumers associate participation with rewards and converting spending into benefits, while others are primarily motivated by the possibility of saving in their daily lives.

The search for lower prices has also driven changes in where Brazilians shop. Online and wholesale commerce gained more space, with 39% of respondents increasing their online shopping frequency and 32% buying more from wholesalers. In e-commerce, the most mentioned factors as attractions for consumers are more affordable prices (indicated by 61%), free delivery (55%), and discounts (54%).

Different profiles, different habits

The research also identified different behaviors among consumers, according to income and generation:

  • 47% of Gen Z purchased products from new brands in the last three months, compared to 36% of boomers;
  • Low-income consumers trust financial institutions less, registering a rate 1.7 times lower than that of high-income consumers.
  • Despite claiming to reduce spending, 16% of low-income consumers continue to spend on entertainment, a behavior maintained by 26% of high-income consumers;
  • 80% of high-income people participate in loyalty programs, compared to 25% of low-income people.

“The data collected by the survey show that, despite the pessimism regarding the present, there is resilience in Brazilians’ optimism for the future. Companies that pay attention to the trends presented in the survey and the generational differences that are emerging in the consumer landscape have the chance to better adapt to the market in the coming years,” says Ricardo De Carli, partner and leader of Bain’s Consumer Goods practice in South America.

The Consumer Pulse survey was conducted by Bain & Company in January 2025 with approximately 7,500 respondents in Latin America, including 2,000 Brazilians, with divisions by age group and income segmented according to demographic data from the region.

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