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

E-Commerce Update
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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

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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.

What makes consumers lose trust in brands?

Larissa Lopes
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What makes consumers lose trust in brands?

We live in an era marked by an excess of information. Countless messages are arriving from all sides: offers, payment reminders, charges, invitations, and much more. But, instead of making the consumer's life easier, this flood of communication often has the opposite effect, causing distrust, irritation, and distancing between the consumer and the brands. Since this is extremely detrimental to any company's prominence, it should be a top priority internally.

One of the biggest problems that ends up causing these dissatisfaction is outdated contact databases, leading many of these messages to be sent to the wrong people, through inappropriate channels, or at inconvenient times. Incorrect data leads to numerous failed contact attempts, and what is the result of this? A consumer who no longer wants to answer calls, open emails, or interact with brands in general.

According to a CX Trends report, as proof of this, 65% of consumers have already given up on purchasing from a brand after having a bad experience. Furthermore, from receiving so many nonsensical offers, the customer simply disconnects from the communication – something that doesn't happen solely due to operational inefficiency.

When a brand approaches the user inappropriately, it undermines the credibility it took time to build, resulting in lost money, ineffective campaigns, and very low ROI. After all, when sending out mass communication to the wrong people, the investment will never pay off. Something that can certainly be avoided with some daily care.

To reverse this scenario, it is essential to prioritize relevance and accuracy in communication. This means, above all, that it is necessary to ensure that the message will reach the right person. Today, fortunately, it is already possible to cross contact numbers with the user's CPF through tools that ensure the brand's contact will be made exactly with the person they want to speak to.

Furthermore, investing in interactive and non-intrusive channels is essential. RCS, Google's messaging system, for example, allows brands to interact with their customers in a creative and efficient way, using rich content messages that include text, photos, gifs, and a full carousel. All of this is in a separate inbox from the one they use for everyday personal matters.

When a company focuses on speaking to the right person, the benefits are clear. For the consumer, greater accuracy in this contact, supported by technologies and systems that enhance interaction and communication richness, contributes to fewer unwanted contacts and, consequently, a higher number of messages more relevant to their profile and needs.

For companies, these investments will allow for greater efficiency in campaigns, assertiveness in contacting the right user and greater savings by avoiding sending messages to the wrong people.

Respectful communication, in the end, will always be the key for consumers to trust brands. For those facing challenges in this mission, it's time to rethink how to connect with your audience and prioritize building relationships based on relevance to the user, not just the brand. This is what will propel the company to become a major reference in its segment, strengthening and enriching its relationship with its clients.

Hostinger Transforms Digital Market on Consumer Day

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Hostinger Transforms Digital Market on Consumer Day

Consumer Day, March 15,represents an opportunity to celebrate the trust relationship between brands and their customers. For the digital entrepreneur, this is an excellent opportunity to offer attractive discounts and, at the same time, highlight the importance of technology and innovation as essential tools for the success of their businesses.

In this scenario, theHostinger, one of the leading web hosting and digital services companies, stands out by offering discounts and technological solutions that are shaping and transforming the digital market.

With a portfolio focused on facilitatingcreation and management of websites,Hostinger positions itself as an indispensable ally for small and medium-sized entrepreneurs who seek not only to reduce costs, but also to improve the performance and online presence of their businesses.

Consumer Day goes beyond conventional discounts, being seen as a showcase for companies to connect with their audiences in a strategic and meaningful way, through special offers and campaigns that make products and services more accessible. For the digital entrepreneur, this is the ideal time to strengthen your brand, engage your customers, and take advantage of advantageous promotions that facilitate the digital transformation of your business.

In recent years, the digital market has seen exponential growth. The digital acceleration, driven by the pandemic and constant technological evolution, has led entrepreneurs to seek more practical and accessible solutions to create and manage their online businesses. That's where companies like Hostinger come in, offering a wide range of tools that meet the needs of those just starting out or already running a digital business.

Hostinger is standing out as a transformative agent in the hosting and digital services market. Through its innovative vision, the company has heavily invested in artificial intelligence and advanced technologies to make the process of creating and managing websites simpler, more accessible, and efficient. These innovations not only reduce the time and effort required to launch a website but also help improve the end-user experience, ensuring that small and medium entrepreneurs can compete on equal footing with large companies.

Between March 3rd and April 13th, Hostinger offers special discounts that make its high-quality solutions even more affordable. Among the main highlights are:

  • Web Hosting – Plano Premium: R$ 9.99/month (80% discount) for 48 months (with extra months).
  • Web Hosting – Plano Business: R$13.99/month (78% discount) for 48 months (with extra months).
  • Website Builder – Plano Premium: R$ 9.99/month (80% discount) for 48 months (with extra months).
  • Website Builder – Plano Business: R$13.99/month (78% discount) for 48 months (with extra months).
  • VPS – KVM 2: R$ 32.99/month (63% discount).
  • Managed WordPress – Plano Business: R$13.99/month (80% discount) for 48 months (with extra months).

These offers are ideal for those who want to build or improve their online business with quality, without compromising the budget. Additionally, VPS and managed WordPress solutions specifically serve companies seeking a robust and scalable infrastructure, with the guarantee of a reliable and optimized service. In an increasingly competitive digital world, speed and personalization are essential.

Hostinger stands out by providing a unique user experience, ranging from simple website creation to managing VPS servers and complex WordPress sites, all with smart and practical tools that take the complexity out of the process.

The company has just reached 600,000 users in Brazil. According to data from Hostinger, no other company has so many websites hosted. The celebration moment encouraged Hostinger to keep the promotion throughout Consumer Month.

For Rafael Hertel, Marketing Director of Hostinger, digital entrepreneurship is one of the main factors for this growth. Digital entrepreneurship is evolving very rapidly, and some trends are already shaping the way businesses connect with consumers. First, we see enormous growth in the digital courses and info product market – today, anyone can turn knowledge into a scalable business by selling online classes, mentoring, or workshops. " – affirms Rafael"

What is Web Hosting and Website Builder?

Web Hosting is the service that ensures your website is always available and accessible on the internet. It provides the necessary space to store your website's files and data, ensuring fast and uninterrupted browsing. Hostinger's Premium and Business plans are ideal for those seeking performance and specialized technical support. The Website Builder is an intuitive tool that allows you to create a website easily, without the need for technical programming knowledge. With the drag-and-drop feature, any entrepreneur can build their own website, whether for a portfolio, online store, or blog, with high quality and low cost.

Live commerce for the B2B market: understand how large companies have boosted their sales

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Live commerce for the B2B market: understand how large companies have boosted their sales

The Business to Business (B2B) market, which refers to commercial transactions between companies, plays an important role in the national economy.It is estimated that he moves R$2.4 trillion in Brazil, according to the Business-to-business Online index measured by E-Consulting.

However, only 2.5% of these transactions are conducted via e-commerce — totaling R$ 61 billion — indicating a huge potential for growth in strategies that improve this experience now in the virtual environment.

One of them is the adoption of digital tools like live commerce, which has already transformed the B2C sector (selling products or services to the end consumer) and now promises to revolutionize sales between companies, optimizing interactions and establishing more meaningful connections.

Live commerce is a powerful tool for product presentation, allowing companies not only to showcase items in real time but also to answer questions, demonstrate practical uses, and generate engagement in an interactive and dynamic way. This approach, being more engaging and personalized, increases the chances of conversion. Furthermore, by incorporating live communication elements such as chats, live commerce strengthens the bond between brands and consumers, fostering trust.

Trust is, without a doubt, one of the central issues that live commerce addresses, emphasizes Victor Okuma, Country Manager of Indigitall, a company specialized in omnichannel platforms. Yes, because, as he explains, B2B transactions usually involve larger volumes, more complex negotiations, and longer sales cycles, in addition to prioritizing long-term strategic partnerships. In this scenario, trust becomes an essential pillar for the success of negotiations. "Live commerce brings transparency to the process, increasing companies' credibility and making negotiations and sales faster, more efficient, and secure. In an increasingly digital environment, where face-to-face communication is rare, this tool makes all the difference," he/she/they highlights.

Furthermore, this business model adapts to new digital trends, with the increase of corporate e-commerce platforms and technological solutions that facilitate integration between companies. It is estimated that at least 65% of companies used Artificial Intelligence in 2024, according to a survey by Intelligenzia.

“Digital transformation allows for greater personalization and automation of processes, resulting in a more efficient experience for both suppliers and buyers,” adds the executive.

This scenario reinforces the importance of visual and interactive resources in the digital environment. According to data from Brightcove, presented in the research "B2B Video Marketing: The Power Of Video In The B2B Buyer’s Journey," 95% of buyers indicate that video played a significant role in their purchasing journey.

Victor Okuma emphasizes that, for the success of the live commerce strategy, it is essential to integrate other technologies aimed at attracting and retaining the audience, in addition to the concrete realization of sales."Before, during, and after live sessions, it is important to use omnichannel strategies, with messages reaching the audience across different channels in an integrated manner. For example, notifications can be sent to guests' mobile phones before each live entry, and during the sessions, reminders about promotions can be sent via WhatsApp to boost conversion. All automatically, leveraging artificial intelligence for this," he explains.

According to Guilherme Pimenta, Head of New Business and Innovation at Netshowme — a company specializing in streaming solutions to manage, distribute, and monetize content — omnichannel in the purchasing process is a key factor in a company's sales during a live event. "A well-structured live session, with a pre-live and a well-executed post-live through various communication tools, increases conversion rates by more than 20%," he states.

“We’ve talked about WhatsApp and notifications, but it’s possible to go further, integrating all of this live commerce communication with digital social networks. This allows us to create real communities, where companies can reach specific niches that they wouldn’t be able to reach on their own. As a result, they sell more,” concludes Guilherme.

Betting regulation: 80% of bettors consider it essential to use facial biometrics to access platforms, says Serasa Experian

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Betting regulation: 80% of bettors consider it essential to use facial biometrics to access platforms, says Serasa Experian

Facial biometrics is a user authentication technology in online environments to mitigate fraud and is one of the requirements of the "Betting Law" (Federal Law 14,790/23), a regulation that establishes rules for betting operators in the country. About 80% of Brazilian users of these platforms consider it essential to use the tool in the sector, and 73% would use it without problems if it were mandatory, mainly to withdraw funds (36%), log in (33%), make account changes (30%), among other reasons. The data is from a Serasa Experian survey, the first and largest data tech company in Brazil. See more data in the following graphs

The study also revealed that 68% of respondents have already used facial biometrics in other situations, indicating familiarity with the technology. Regulation is known by 49% of respondents, and since the start of communications about the betting houses' obligations, 65% of them have perceived an increase in safety within the segment.

“The more layers of authentication and fraud prevention are used to protect bettors and help companies in the sector identify and ban scammers, the better the betting environment will be in Brazil. The new betting regulations are already requiring security layers to be part of the user journey to authenticate them. On our side, we help companies with the evaluation of authentication layers, combining our big data system with analytical intelligence to get the most out of the solutions and, thus, further enhance them against fraud”, explains Rocha.

Although most survey participants recognize the relevance of facial biometrics for the betting sector, the study also explored the reasons behind those who reject the functionality. Among the criticisms, "making access to applications difficult" (27%) and "allowing the emergence of fraudulent platforms that do not use biometrics" (27%) were the main ones. On the other hand, those who approve of the technology highlighted that "it will be safer to bet" (36%) and "there will be fewer frauds in this market" (30%). See the breakdown of the reasons for liking or disliking the feature in the following chart

The survey is a segment of the study on bettors' perception of safety at betting houses, conducted with over 2,000 participants in August 2024. The complete material with all the data is available for free on the Serasa Experian website.

Valida Bets: Serasa Experian's bet for safer platforms

To support the efforts of the Brazilian government, which since December of last year has been taking measures to regulate the operation of "bets" in the country, Serasa Experian – which supports any initiative aimed at increasing security and integrity in transactions between companies and consumers – launched "Valida Bets," a strategic initiative that provides anti-fraud technologies to help betting companies comply with the new regulations while also contributing to the safety of bettors. In this way, datatech assumes a strategic role in this context as an ally in fraud prevention processes and protection of Brazilians' identities, ensuring support at all stages of the journey, which includes phases such as the bettor's registration, authentication, the betting moment, and the redemption of bonuses.

Methodology

The quantitative research "Sports Betting," conducted by Serasa Experian, was carried out with 2,008 respondents, all of whom placed sports bets on websites or apps in the last 12 months. With a margin of error of 2.2% and a 95% confidence interval, the survey was conducted via online panel between August 9 and 22, 2024. The sample was balanced between female and male genders, with ages of 18 to 27 years (15%), 28 to 43 years (49%), 44 to 59 years (29%), and 60+ (7%).

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