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Understand how to take advantage of live commerce and increase sales

E-Commerce Update
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Understand how to take advantage of live commerce and increase sales

Watch a live broadcast where the host demonstrates products, answers your questions in real time, and with a simple click, you can purchase the product without leaving home. This experience, known as live commerce, is revolutionizing e-commerce by combining interaction with convenience.

A study conducted by the MARCO agency in 14 countries reveals that Brazilians are among the most affected by digital advertising in the world. Here, 73% of consumers have already purchased something influenced by digital personalities.

But how does that work? During live sessions, brands and influencers establish a direct connection with the audience, showcasing products, clarifying doubts in real-time, and offering exclusive promotions, all while consumers have the opportunity to purchase instantly.

For Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel communication, live commerce not only facilitates sales conversion. As lives create personalized experiences, promote transparency, and strengthen the emotional connection between brands and consumers. This engagement not only humanizes companies but also contributes to building solid and lasting relationships, which is essential in an increasingly competitive market.

Okuma also emphasizes that real-time interaction during live broadcasts allows brands to better understand customer needs and quickly adapt their strategies. This dynamic is an opportunity for companies to differentiate themselves by offering more than a product: an experience that adds value, fosters customer loyalty, and enhances the perception of trust and credibility in the market.

With the revenue of online stores in Brazil projected to reach R$ 205 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABCOMM), and an estimated number of 90 million virtual buyers, omnichannel strategies become even more relevant. The model, which integrates physical stores, virtual stores, and communication channels, is essential to attract the audience and boost sales, including during e-commerce live streams.

You are interested in entering the live commerce universe and boosting your results even further, but now you're wondering: where to start?

Indigitall shares valuable tips to transform your live streams into engagement and conversion opportunities:

Listen to your audienceDiscover what your audience wants to see on the live. Desired products? Unmissable promotions? When the audience feels part of the construction, engagement skyrockets. Interacting with your audience, whether through polls, comments, or feedback, can guide your decisions and create a more personalized and engaging experience.

Bet on the right faceThe success of the live starts with those on the screen. Choose influencers who master the art of live interaction and selling. They need not only to have charisma but also to understand the products and connect with the audience authentically. This proximity is essential to build trust and stimulate sales.

Be strategic with your scheduleDo not compete directly with live broadcasts of similar brands. Avoiding overlaps may be the key to maximizing results. Get to know your audience's behavior and choose times when they are more likely to participate. Additionally, be aware of peak viewing periods, such as weekends or holidays.

Create expectationUse all your channels to warm up the audience before the live. Announce schedules, promotions, and who will be hosting. This keeps the audience interested and ready to buy. Advance can be a powerful ally, generating curiosity and increasing participation rates.

Ensure a flawless experienceFrom technical support to logistics, every detail matters. Ensure that the stock is aligned and that after-sales service offers agility and transparency. The customer experience does not end with the purchase, and ensuring a fast and efficient delivery process is essential to retain consumers.

Bet on technologyToday, there are intuitive platforms and apps that allow you to create your own live commerce, on custom domains. These tools facilitate the integration of features such as live chat, instant payments, and real-time tracking, making the experience smoother for both the consumer and the seller.

OmnichannelThe great secret to the success of a live commerce goes beyond the live broadcast. It ranges from attracting participants to integrating all aspects of the purchasing journey, including retention and the completion of purchases. It involves connecting physical and digital channels in an integrated way, providing a seamless and uninterrupted shopping experience, making the process more convenient and personalized for the customer.

“You are on the live stream, you are interested in a product, you click on the platform and you receive the order on WhatsApp, all automatically and instantly. There, you can also make your payment and track the delivery. This is the convenience of the service of the future”, adds Victor Okuma.

The research "Omnichannel and Unified Commerce" by Wake and Opinion Box confirms this trend: 78.9% of consumers switch between physical and digital channels in their shopping journeys, with 56.6% completing their purchases digitally.

“This shows that it is essential to create a fluid and integrated purchasing journey, which allows the consumer to choose the channel that best suits them, without losing the consistency and quality of the brand experience. Offering this flexibility to the customer not only improves the experience, but also increases the likelihood of conversions, building consumer loyalty over time”, concludes the Country Manager of Indigitall.

Automatic management: AI can assess the quality of service

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Automatic management: AI can assess the quality of service

The customer service center is a fundamental area, especially in businesses that deal directly with the customer. This contact stage is worth many points in the experience provided by a company. Logo, to assist managers in monitoring call quality, Artificial Intelligence (AI) can be an essential tool.

The use of artificial intelligence in business

According to a survey conducted by McKinsey & Company, 72% of organizations adopted AI in their processes in 2024. This demonstrates a significant advance compared to the 55% adoption rate in 2023. Generative AI also shows a growing trend, applied by 65% of companies this year.

Giovane Oliveira, the CTO of Total IP, explains the adoption of this tool among companies. AI provides automation for countless mandatory daily business tasks. When repetitive activities are removed from an employee's routine, the potential can be applied to other demands, productivity increases, and satisfaction rises for both the professional and the user, explains.

Artificial intelligence in the call center

Technology is applied to improve tasks and increase the productivity of a specific area. According to Oliveira, support for people, especially by phone, needs this support to enhance human assistance. According to an analysis by Capterra, 81% of consumers still prefer phone calls, due to the possibility of explaining themselves better or asking more questions.

In the control centers, the volume of flames is high and, despite that, they must maintain a great standard. Thus, management and monitoring of connections are essential actions to understand the performance of this space within companies. It is necessary to observe the collaborators to outline a strategy offeedback and training. However, listening to hundreds of calls daily interferes with the leadership's ability to conduct a thorough assessment," says the representative of Total IP.

Thus, for him, in these everyday situations, AI should become part of the team. Through AI, developed by Total IP, managers in this segment are able to transcribe conversations into messages, in the format ofchatAdditionally, the tool assigns a score to the agent's performance. "Just these functions already change the routine of those who lead large teams," emphasizes the specialist intech.

The partnership between AI and humans should be recurring to convert the time spent on repetitive activities into analytical and complex tasks. "With AI screening, the manager can focus only on the statements that need attention, dedicate themselves to reversing low scores, and solve the poor service issue with focus," concludes Oliveira.

Humanized debt collection: how AI is helping with debt recovery

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Humanized debt collection: how AI is helping with debt recovery

The advancement of artificial intelligence has transformed various sectors, and the collection market is no exception. With the increasing number of indebted Brazilians – 73.51 million people, according to the latest Serasa survey – companies in the sector have been seeking solutions to optimize credit recovery without compromising the consumer experience. In this scenario, AI emerges as a tool for process automation, combined with more empathetic and personalized service.

"The digitization of the collection sector is essential for us to act more assertively and empathetically with consumers. Technology not only optimizes processes but also enables personalized service, respecting each customer's financial situation," says Thiago Oliveira, CEO of Grupo Ótima Digital, one of the largest messaging distributors in Brazil, telecommunications, CPaaS, and proprietary AI.

Through a humanized collection strategy combined with multichannel approaches, it is possible to reduce default rates and improve the relationship between companies and consumers. The use of chatbots, virtual agents, and intelligent platforms allows customers to choose the most convenient service channel, such as WhatsApp, SMS, email, or phone, ensuring a less invasive and more accessible process.

“Multichannel is essential for companies that want to improve their credit recovery rates without compromising their relationship with customers. Our goal is to transform debt collection into a more efficient and user-friendly process, allowing consumers to regularize their finances in an accessible and fair manner,” highlights the executive.

Among the channels used, WhatsApp has established itself as an effective tool within the multichannel strategy. With over 200 million active users in Brazil, the app ranked in the TOP 10 most downloaded in January 2025, according to AppMagic – which combined estimates from the App Store and Google Play stores.

Therefore, the platform facilitates direct communication between companies and consumers in the collection market, allowing the sending of reminders about debts and due dates, offering real-time renegotiation options, and sharing invoices and payment information. This format speeds up the process and makes the customer experience more accessible and less invasive.

“Artificial intelligence integrated into channels like WhatsApp makes service faster, more efficient and more humanized. The idea is that collections will no longer be seen as a negative process and will become an accessible solution for consumers to regularize their financial situation with peace of mind,” concludes Silva.

Are your goals ambitious or lazy?

Peter Signorelli
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Are your goals ambitious or lazy?

I strongly believe and advocate that in order to achieve our goals, both in personal and professional life, we need to learn how to set goals. I know that what I am saying may seem simple, but many people think that setting a goal is just writing down what they want to achieve on a piece of paper and that's it, it's done, but they don't realize that it is a more complex process.

For example, in the workplace, when we set a goal for the team to be achieved by a certain deadline, we need to identify and map out the paths we will use to accomplish it. And for that, we need to know the level of difficulty and whether we – alongside the team – have the necessary tools to put the theory into practice.

However, for me, the problem is precisely when we reach the goals too easily or too quickly. You must be wondering: isn't this something positive? Not always. In some cases, it can demonstrate the employees' commitment to achieving the expected result, but in others, reaching the goal with such agility may mean that it was a lazy target given the team's potential.

A goal I consider lazy is one that we are almost 90% sure we will achieve, regardless of the path or tools, but we insist on setting it so we can check it off at the end of the year and say it was accomplished. This behavior should no longer be adopted by companies, as it gives the false impression of a challenge being met, when in fact, there was no challenge at all.

The importance of having clear and ambitious goals is not a new topic. From 1979 to 1989, Harvard University asked its graduates: Have you set clear and written goals for your future? Have you set the plans to make them happen? Only 3% of graduates had clear, written goals with action plans; 13% had goals but did not have them in writing and also did not have action plans to achieve them. The other 84% had no specific goal, except to finish the school year and enjoy the summer.

Ten years later, in 1989, the researchers interviewed the same people again. They found that the 3% who had clearly defined goals and plans in writing earned, on average, ten times more than the other 97% combined! In other words, this only shows the importance of what I am saying, and that ambitious goals can indeed make a difference in the results we expect to achieve.

This is a concept embedded in a management approach that adopts OKRs – Objectives and Key Results – because it helps you avoid lazy goals and set more ambitious targets. Of course, I am not saying to put things that are impossible to accomplish, but from the moment we raise the level, we start to explore different skills.

OKRs will be very helpful in this process, as working with shorter cycles, usually three months, makes it possible to identify potential errors that may arise in the strategy execution plan. In this way, it is feasible to recalculate the route, always remembering to work towards results, with focus and clarity to meet the goal within the previously established timeframe.

As Steven Kotler says, some goals are impossible, but others are impossible until someone achieves them. Focus on these!

Global toy market remains stable in 2024, reinforcing trend towards collectible items

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Global toy market remains stable in 2024, reinforcing trend towards collectible items

The global toy market showed resilience in 2024, even in the face of a challenging economic scenario and declining birth rates. Sales in the 12 major global markets (G12), which include Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and United States, recorded a slight decline of only 0.6% compared to 2023, according to data fromRetail Tracking Service from Circana, global data tech company for analyzing consumer behavior.

After four consecutive years of increase, the average price of toys remained stable (-0.2%), reflecting a balance between consumers seeking savings and those willing to invest in higher value-added products. Among the 11 supercategories monitored by Circana, five showed growth. Construction sets led for the fifth consecutive year, with a 14% increase, followed by exploratory toys and others (+5%), vehicles (+3%), as well as plush toys, games, and puzzles, which advanced by 1%.

Although, during a year with fewer blockbuster films, licensed toys grew by 8% and came to represent 34% of the global market. This result demonstrates the ongoing appeal of classic and new franchises, as well as the strength of products aimed at the sports audience. Pokémon remained the best-selling toy property worldwide, while Barbie, Marvel Universe, Hot Wheels, and Star Wars stayed at the top of the ranking. One of the highlights of the year was the rise of the lineLEGO Botanicals, which has become the fastest growing property and reflects the trend towards adult-oriented toys, especially those that promote well-being and mindfulness.

The sales of collectibles grew by nearly 5%, accounting for 18% of the total volume and 15% of the sector's revenue. Small collectible fashion dolls, card games, and plush toys drove this growth as manufacturers updated their lines to attract fans of all ages.

For Frédérique Tutt, global toy industry consultant at Circana, toy sales in 2024 reflect a strong contrast in consumer behavior. "While some consumers made very rational decisions, buying during promotions and according to need, others clearly indulge in toys that are good for feeding their fandom or for giving themselves some rest. Sales of collectible toys have never been higher than in 2024," he analyzes.

In the United States, which account for more than half of the global industry sales, the market performed even more stably, with a decrease of only 0.3% compared to 2023, a positive result considering the sharp 7% decline recorded the previous year. Three of the 11 supercategories grew in the country, led by construction sets (+16%), driven by the lineLEGO Botanicals. Exploratory and other toys grew 10%, driven by the success of the NBA, while vehicles grew 2%, with a highlight on the lineMonster Jam.

"Toy sales experienced stabilization in 2024 as the industry shifted from a correction phase to consistency," says Juli Lennett, a toy industry consultant at Circana in the USA. "The stabilization of favorable winds, including growth in the adult toy market, helped offset headwinds with higher food prices and increased consumer debt. In 2025, I expect to see the toy industry shift from consistency to creativity. We have a stronger lineup of films, highly anticipated in 2025 and 2026, to stimulate industry growth."

"This year, we expect the global toy market to be positively impacted by box office hits and popular series on streaming platforms, continuing to feed the appetite of young and mature consumers for toys and collectible merchandise," Tutt concludes. These factors should help offset the declining birth rates in most regions and the economic uncertainty that impacts consumers' spending mindset.

Meu Sapato Preto grows 35% with new digital marketing strategies

E-Commerce Update
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Meu Sapato Preto grows 35% with new digital marketing strategies

The gaucho company Meu Sapato Preto recorded a 35% increase in revenue in 2024 compared to 2023, becoming a success case in the e-commerce segment.Despite the adversities (such as the floods that affected Rio Grande do Sul in April and May), the brand managed to surpass expectations and recorded four consecutive sales records since May.

According to Mateus Barcelos De Menezes, CEO of Meu Sapato Preto, the growth is the result of a strategy planned over four years, focused on customer experience and the efficient use of digital tools.

“Our goal has always been to create an authentic connection with consumers, offering quality products and a differentiated shopping experience,” says Menezes.

To boost its sales, Meu Sapato Preto invested in an in-depth understanding of the customer journey, using the sales funnel to personalize messages and reach consumers at the most appropriate times and through the most appropriate channels.

Among the highlights of the strategies implemented are the live broadcasts on Instagram, where direct interaction with customers allowed us to present new products, answer questions in real time and strengthen the bond with the public, and the email marketing campaigns, which helped to create a closer relationship with consumers, offering relevant content and exclusive promotions.

Menezes says that Dinamize's marketing automation platform was essential for the startup's scalability by allowing the personalization of campaigns and more effective audience segmentation.

“Meu Sapato Preto intelligently explores lead capture and engagement resources, making sales growth a natural consequence,” explains Carolina Branchi, integration director at Dinamize.

Simple solutions that boost revenue

The actions adopted by the company included automated welcome emails, with personalized messages for new customers highlighting the brand's differentials, and the automation of visited products, with reminders sent to customers who viewed items in the virtual store, increasing the conversion rate.

Furthermore, measures such as the recovery of abandoned carts, with automatic flows that helped reduce losses and increase online revenue, and cashback campaigns, with offers targeted at specific segments, encouraged repurchases and loyalty.

The brand also stood out for its use of hyper-personalization in its campaigns, going beyond basic segmentation. Using detailed data on customer behavior, as well as creating highly personalized strategies such as birthday emails with special offers based on the customer's purchase history, encouraging purchases before, during, and after the date.

Another approach was segmentation by visited categories, which directed campaigns based on the customer's most interested products. It also promoted the integration of data from the online store, allowing for more precise personalization of communications and offers. According to Carolina Branchi, this approach is a major competitive advantage.

“The possibility of working with in-depth data, integrated with Dinamize, allows campaigns to be much more efficient and impactful, bringing customers closer to new purchases spontaneously”, says Carolina.

Noodle offers R$50 million in credit to influencers and expects to process R$500 million in 2025

E-Commerce Update
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Noodle offers R$50 million in credit to influencers and expects to process R$500 million in 2025

A Noodle, a fintech that offers complete financial solutions for influencers, expects to more than double the processed financial volume in 'publications' in this new year. With R$200 million transacted in 2024, the startup aims to reach R$500 million in 2025.

In addition, the company announced that it will advance R$50 million in credit to influencers this year, compared to the 25 million registered the previous year.

Currently, with the arrival of new clients such as Brasilera and Hello Group, Noodle serves approximately 7 thousand influencers, offering financial services ranging from receivables anticipation to cash flow management.

The increase in Noodle's financial transactions is not only a reflection of the natural growth of the influencer sector but also is linked to changes in the global landscape that directly impact the digital economy. The recent issue of TikTok banning in the United States, for example, has created a climate of uncertainty among influencers who rely on the platform for content creation and revenue generation. Not only that, the rising interest rate sequence in Brazil is another factor that also affects them, as the situation makes it difficult for large companies to access credit, and to compensate, they extend payment deadlines – benefiting their cash flow but harming the influencer. A Noodle, aware of this scenario, provides essential support for this audience, helping to mitigate the risks associated with these instabilities.

Furthermore, the rising dollar scenario has directly affected the global market, with consequences for influencers and brands that operate with contracts in foreign currencies. Noodle has been helping its clients manage these exchange rate fluctuations by providing solutions that enable greater financial predictability and stability in operations – essential for influencers who rely on an international fan base and partnerships.

The fintech also remains attentive to the changing scenario on social platforms, offering adaptable solutions for influencers who, in addition to needing credit and advance payments, seek financial tools that adapt to the dynamics of social networks, such as the diversification of revenue sources and the growing dependence on emerging platforms.

In 2025, Noodle will continue to expand its operations, betting on the evolution of the influencer market and the improvement of its financial solutions to keep up with the growth and needs of its clients. With the increase in transactions and ongoing support for influencers, the fintech is consolidating itself as a key player in the digital ecosystem, offering financial stability and practical solutions for those who live and work on social media.

What the DeepSeek vs. ChatGPT case teaches us about disruptive apps in the mobile landscape

Leandro Scalise
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What the DeepSeek vs. ChatGPT case teaches us about disruptive apps in the mobile landscape



In recent years, app stores have embodied the competition between tech giants and new disruptive players challenging their business models. A recent and emblematic example is DeepSeek, an artificial intelligence app that quickly gained popularity and became an alternative to OpenAI's ChatGPT. The boom of DeepSeek was not a coincidence. The Chinese combined innovation, market strategy, and precise execution, which can even surpass the most established players. This episode reinforces a question: How do disruptive apps manage to rise so quickly?

The first step could be technological differentiation. Disruptive apps usually offer something new or solve a problem more efficiently. In the case of DeepSeek, its ability to run advanced AI models on devices with modest hardware and its open-source appeal were differentiators. This approach not only attracted end users but also some developers, who became temporary ambassadors of the app.

In addition to innovative technology, the marketing and distribution strategy is also decisive. In the mobile universe, App Store Optimization (ASO) — a set of techniques to improve an app's visibility in stores — can be a factor that enhances companies. Emerging apps often heavily exploit this tool, adjusting titles, descriptions, and keywords to highlight their product, what it offers, and to gain relevance in search rankings. Small changes to these elements can have significant impacts, making it easier for the target audience to discover the app.

The launch timing is also a critical variable. The success of many apps is directly linked to the moment they hit the market. Often, the space for innovation arises before the major players can adapt their solutions. If there is pent-up demand or latent dissatisfaction among users, new entrants can quickly gain traction before industry giants react.Additionally, viral marketing and the power of the community also matter. DeepSeek has effectively leveraged its open source nature, attracting developers to contribute to its evolution and spread its proposal. In an environment where user recommendations carry great weight, strategies that encourage community engagement and organic promotion can be decisive for an app's growth.

On the other hand, for more mature companies, the arrival of innovative competitors requires a swift response. The first fundamental measure is to optimize the user experience, ensuring that the application not only keeps up with industry trends but also offers continuous improvements in interface, performance, and functionalities. Well-established apps have a solid user base, and keeping them engaged is essential to prevent migrations. In some contexts, maintaining can be as difficult as conquering.

Another relevant point is communication. Highlighting competitive differentiators — such as security, reliability, and technical support — can strengthen the perceived value of the product in the face of new competitors. Often, a new app can attract attention for its initial innovation, but it lacks the robustness that established companies can offer. Making these attributes visible to the public can be an effective way to curb user loss.

Strategic adaptation also involves identifying and exploring market niches. A consolidated app can, for example, focus efforts on serving specific segments, differentiating itself from the emerging competitor and ensuring greater user retention. Similarly, loyalty strategies — such as exclusive benefits for long-term subscribers or premium features — can reduce the temptation to try alternatives.

In addition to immediate tactical responses, survival in the mobile environment requires continuous vigilance. Ignoring or underestimating new competitors can be a fatal mistake. Active market monitoring, with constant analysis of trends, download metrics, and engagement, is essential to anticipate competitors' movements. Mobile intelligence tools allow companies to monitor emerging releases and respond before they become a real threat.

The DeepSeek vs. ChatGPT case is not an isolated incident, but rather a reflection of the dynamism of the mobile sector. The app market operates under a dynamic logic, where innovation cannot be sporadic, but rather a continuous process. Large companies that wish to maintain their relevance need not only to offer a solid product but also to adapt quickly to industry changes and trends. In the end, the race between traditional giants and new players will not be won solely by size or tradition, but by the ability to evolve at the same pace as the market transforms and consumers become more demanding.

High Selic is a challenge and opportunity for retail to innovate in credit

Glauco Soares Jr.
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High Selic is a challenge and opportunity for retail to innovate in credit

The consecutive increase in the Selic rate, which is now at 13.25% per year – with a projection to reach 15% according to the Central Bank's Focus Report – reveals a curious phenomenon: it represents both a challenge and an opportunity for retail. This is because, with the increase in the basic interest rate, it is natural for credit to become more expensive and, therefore, more restricted to only a part of the population; at the same time, this situation gives retail the opportunity to get ahead by being the one to offer good credit limit options to those not covered by traditional lines. After all, regardless of the value of interest rates, inflation, or the dollar's rise, people will continue to need their needs met, whether they are basic or not.

Some factors support this retail protagonism: according to Febraban, the estimated growth in credit stock for this year will be lower than in 2024, around 9%. Furthermore, the Consumer Confidence Index reached its lowest level since February 2023, reaching 86.2 points, according to FGV IBRE. And, in an economic scenario like the one we are currently experiencing, which I exemplified above, it is common for non-essential items, such as clothing and footwear, to be deprioritized, with the focus of spending being on food, medicine, and fuel, for example.

So, if the consumer goes to a clothing store, they may need a line of credit that does not compromise the limit of the branded card they have with the bank to buy a piece, as this amount of the limit is reserved for essential item purchases, as mentioned earlier. In this scenario, there is a need to provide new credit, whether for the customer to purchase clothing items or even a TV or refrigerator, which are also necessary depending on the context.

Naturally, this customer will use the credit line offered by retailers that have this resource. In this way, a very important link of trust is established between the consumer and the retailer, strengthened by a relationship previously developed through the offering of other retail services, such as Private Label cards and CDC. In this context, the window of opportunity is quite large because retail becomes one of the main channels for granting credit to the end consumer, since financial institutions do not have consumer goods for sale or a counter for customer relations, which are characteristic of retail.

Retail may face the challenge of dealing with consumer default, but it still needs to keep its sales growing. So, he prefers to take that risk and make the sale to the customer, increasing the purchase ticket, rather than missing the opportunity. At the same time, the retailer knows that they must avoid mistakes when selecting customers eligible for a credit line or not, so they must rely on good CRM tools, credit management, and collection systems to handle the entire customer lifecycle, assessing what type of consumption they engage in; what amount, on average, they tend to spend; what the profile of that consumer is, etc. – this information will help the retailer both in approval and in increasing the limit so that these customers can make purchases in their stores. And this is one of the great opportunities ahead of the challenge that the sector will face in 2025.

Furthermore, retail has a very important advantage compared to financial institutions: in cases of default, settlement policies are much more customer-friendly, as the sector is concerned with delighting the customer and bringing them back to the store so they buy more, because it does not want to lose them. The consumer's relationship with banks is often purely economic. This exchange is part of the retail DNA, because even in adverse situations, customer loyalty is necessary. Amid this opportunity, retail needs to be very effective, fast, smart, and cautious.

A highly efficient payment model that retailers can offer as an alternative to credit cards is CDC Digital/BNPL (Buy Now, Pay Later), which can be very well used for the purchase of durable goods, as it functions like the traditional installment plan. There is a limit on how many times the customer can make recurring purchases, but at the same time, it provides the possibility of approving a specific credit limit per purchase.

Today, as payment methods have been simplified, this is a timely product, as it has undergone digital transformation: transactions are tokenized and done via facial biometrics, making it possible to pay installments with online boleto within the app or Pix, etc. These credit modalities, which I mentioned earlier, are more than just tools for accessing credit; they serve as important products capable of promoting targeted campaigns and ensuring the offer of products specifically tailored to each customer's profile.

Furthermore, they are quite strategic tools to activate customers who are already in the retailer's database but have not made any purchases, that is, they are inactive. So, it is necessary to reactivate the user base and old consumers with targeted offers, based on new experiences and a frictionless journey for the customer at all stages, from their activation to bill payment.

Another trend that, based on my expertise, will stand out this year is tokenization, including offline token payment, outside the logged-in environment of the app. With the proper security authentications, I realize that this type of transaction will also be responsible for reducing friction at the point of sale in retail. I also highlight the consolidation of Pix, which reached 63.51 billion transactions in 2024, according to BACEN, but is an important payment agenda for both the retailer and the end customer because it brings advantages to both sides.

For retail, the money enters the account immediately and is not held up in financial institutions or credit intermediaries. For the end customer, who needs the credit to make another purchase, it is possible to enjoy the store card benefits and discounts on products, but make the bill payment via Pix, either through the app or at the establishment's kiosk, thus restoring the credit limit in a matter of seconds. For both sides, the journey is made easier. In this way, I perceive that retail takes the lead in the credit granting scenario and in customer relationships. Thus, he is also responsible for leading the digital transformations that occur in the payment methods sector, the purchase journey, and the customer experience.

Generation Z undertakes and drives the digital economy

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Generation Z undertakes and drives the digital economy

Entrepreneurship among Generation Z youth is on the rise in Brazil, according to data from the 2023 Global Entrepreneurship Monitor (GEM) report and ZenBusiness research. The pursuit of financial independence, the ease of access to technology, and the impact of social media are some of the main factors that have led young people to start their own businesses.

According to GEM 2023, about 50% of young people aged 18 to 24 in Brazil own or intend to start a business, a percentage that has been increasing in recent years. The digitization of processes, the growth of e-commerce, and the advancement of the creative economy enable new entrepreneurs to launch and expand their businesses with reduced initial investments.

For Marlon Freitas, co-founder of Agilize Accounting, this movement reflects a change in the labor market. "Generation Z seeks more autonomy and flexibility. Many young people prefer to start their own businesses rather than follow a traditional career, as they desire more freedom in decision-making and social impact in their ventures," he explains.

Growing sectors

The most sought-after sectors by these young entrepreneurs include e-commerce, technology, and sustainability. The digital market has been one of the main drivers of this growth, as it allows products and services to be offered with low operational costs and a wide audience reach.

Furthermore, initiatives focused on the green economy, such as sustainable startups and social businesses, are increasingly in evidence, reflecting this generation's commitment to environmental and social causes.

Essential Skills for Success

Generation Z stands out for its ease in dealing with technology and its innovative profile. Marlon Freitas emphasizes that some skills are essential for success in entrepreneurship: "Having a digital mindset, understanding marketing strategies and financial management, and being attentive to market changes are crucial aspects. Access to courses, mentorships, and entrepreneurial communities can accelerate this process."

The specialist also highlights that financial education is one of the main challenges faced by young entrepreneurs. "Knowing how to manage cash flow, price products and services correctly, and invest in the company's growth in a planned manner make all the difference," he adds.

The future of youth entrepreneurship

With the increasing appreciation of young entrepreneurship, the expectation is that the number of companies founded by Generation Z individuals will continue to grow in the coming years. The impact of this movement can be seen in the innovation of traditional sectors, in job creation, and in the transformation of the Brazilian economy.

“This is a good time for those who want to start a business. There have never been so many tools and opportunities to launch a business. However, it is essential to seek training, understand the market and develop good planning to ensure sustainable growth,” concludes Marlon Freitas.

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