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NRF 2025: Where to start?

Jorge Goncalves Jr.
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NRF 2025: Where to start?

From January 12 to 14, the traditional NRF – National Retail Federation 2025, Big Show, took place in New York City, USA. In its 115th edition, it has been the world's largest annual retail event, attended by more than 70 countries and attracting around 38,000 participants, with a significant representation from Brazil, with over 2,000 participants.

Many articles have been published about the event, and before commenting on it, I will mention another event that precedes the NRF, the annual meeting of FIRA – International Federation of Retail Associations.

The FIRA meeting was attended by 28 retail associations from 19 countries across all continents, demonstrating the strength of retail worldwide, with IDV (Institute for Retail Development) representing Brazil. In the meeting, topics of the global economy and retail were discussed.

We can infer that the participating countries have very similar concerns, within appropriate proportions: rising inflation, high interest rates, low economic growth, government performance issues, and in Europe, concerns about the low birth rate. There was no noticeable enthusiasm for the future of the economy in most countries, except the United States, certainly motivated by the government transition period.

A common and prominent point in the FIRA meeting was the exponential growth in recent years of small-volume (cross-border) exports from Asian countries to almost all the present countries, most of which are, let's say, "disoriented" about what they should do to contain them. In this sense, we can affirm that Brazil is on the right track, as we have initiated governance aimed at competitive fairness with the Remessa Conforme program, which is beginning to show results, albeit still insufficient.

Returning to NRF 2025, during the event, 250 lectures were given covering a variety of topics, very important to the retail sector, and there was also a large exhibition area of products and services, with around 800 exhibitors, who presented innovations that are shaping the future of retail, from payment solutions to advanced data analysis tools.

The conclusions published in the world press about NRF 2025 highlighted several important points, such as:

  • Physical stores are reinventing themselves to not only attract customers but also keep them inside for longer, resulting in the growing importance of personalization and customer experience in modern retail.
  • The crucial role of sustainability and social responsibility in retail operations, topics present in several lectures, although with less intensity this year.
  • The impact of emerging technologies, such as artificial intelligence, focusing on increasing productivity, improving operations, understanding consumer behavior and communication.
  • The potential gains from the effective implementation ofomnichannel, essential for growth and success in retail.
  • Advances in marketing and monetization of digital and physical spaces, with infinite possibilities forretail media.

With so many lectures and exhibitors on product and service technology, a significant volume of raw material was generated for many companies specializing in retail to hold excellent meetings in post-NRF Brazil.

Anyone who was at the NRF or has already been well informed about what was presented at the event, depending on the structure and size of the company, may be asking themselves:

Where to start?

The answer is complex. All available technology, such as the fully autonomous store – controlling everything from customer entry, restocking, digital payment methods for purchases, etc. - The checkout through images without using barcodes, the inventory of goods on the store floor done by robots, digital media strategies using generative artificial intelligence, and all other wonders and strategies presented depend, above all, on having a structured, solid, and constantly updated database, specialized personnel, and the right tools selection. Without this initial structuring, very well implemented, there is a significant risk of failure.

The use of advanced technologies is no longer a trend, but a strategic necessity for companies that want to remain relevant in the market.

Therefore, Brazilian retail has an important mission: to follow technological trends, implement them and, at the same time, guarantee the return on investments made in technology, something that is challenging for all sizes of retail, particularly for medium and small companies, which suffer from a shortage of financial resources.

The retail sector, which represents around 25% of GDP, due to its importance in the economy, requires public and private financial support programs that enable its technological development, supporting the construction of a thriving and modern retail sector in Brazil.

Car subscription sales platform registers 50% growth in 2024

E-Commerce Update
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Car subscription sales platform registers 50% growth in 2024

In the era of process optimization, the search for tools that make consumers' lives easier is becoming increasingly common. The need to have all offers in one place has become a priority for many Brazilians. This is evidenced by the growth of well-known apps and websites, such as hotel price comparison tools, online travel agencies, meal delivery apps, or shopping support platforms.

In the automotive universe, this trend is also consolidating, and many opportunities have emerged, such as subscription car purchases. One of the services that has simplified and made life much easier for drivers is theComparaCarThe digital platform offers an environment where users can search for subscription car offers, using filters such as plan duration, mileage allowance, additional services, and vehicle type.

Growth

On the market for just two years,startupAccording to its CEO, Alan Lewkowicz, it has accumulated a 50% growth, demonstrating how the subscription car market is booming. We noticed a very interesting phenomenon. Many automakers, noticing this growth in the subscription car market, have chosen ours.startupto add your offers on the platform. We work with almost all vehicle subscription companies, including manufacturers and rental companies, he argued.

“From launch in January 2023 until January 2025, theComparaCarsigned more than 1,500 contracts. Only in 2024, we noticed an increase of over 150% in sales and revenue in each area compared to 2023. For this year, there are very positive projections," said Alan Lewkowicz.Currently, the platform has more than 5,000 subscription car options.

Data from the Brazilian Association of Car Rental Companies (Abla), released at the end of last year, revealed that the subscription car modality increased by 44% in 2024, reaching 180 thousand vehicles, which represents 20% of the long-term fleet.

Facilities

Lewkowicz reveals that this growth is mainly justified by the ease of signing up for a car subscription plan on the platform. "The entire approval process until the car is contracted takes only a few hours, depending on the plan and the company. We work with almost all vehicle subscription companies, including manufacturers and rental companies. We combine convenience and comfort for drivers," he highlighted.

Another relevant aspect for many car owners is the exemption from declaring subscription vehicles in the Income Tax. Those who choose this way of buying a car do not need to report the installments on the Income Tax. They are not relevant to the Federal Revenue Service, meaning they do not affect the Income Tax declaration.

The car subscription model offers benefits that justify its growth in the country. Simple rental, access to a wide variety of new cars, as well as savings by not having to cover costs such as IPVA, insurance, and maintenance, are some of the items already included in the subscription car plans.

According to Lewkowicz, its platform brings together the main offers on the market and stands out for its agility in joining the service, including credit analysis and sending documents directly through the digital environment.

Practicality and transparency

the CTO ofComparaCar,Márcio Klepacz explains that the service was created with the aim of offering practicality and transparency in a market with many variables and that operations in this market can also have different approaches and this makes the difference.

“The absence of subscription cars on the large portals operated by banks, which have often not been impartial in their offers, highlighted the need for an independent and genuine platform likeComparaCar. We have a broad database and powerful algorithms, which is why we stand out as an innovative solution in the automotive sector, making life easier for drivers and promoting a more efficient and convenient hiring experience', explained Klepacz.

Changes

Nowadays, some aspects have caused Brazilians to change the way they acquire a car. "We have identified that many people who have the money to buy a car outright choose to subscribe to vehicles. They pay a fixed amount for the chosen plan, which includes various benefits, and invest the rest in the financial market, obtaining a more advantageous return on investment than if they bought the vehicle traditionally," compared Alan Lewkowicz.

Yes, CEO.ComparaCARHe emphasized that by choosing the car subscription, the customer has the opportunity to acquire a new vehicle without worrying about depreciation, taxes, or the bureaucracy associated with buying and selling a vehicle. "Additionally, the continuous renewal of the contract allows you to keep changing cars, always ensuring that your vehicle is up to date," he emphasized.

Cart abandonment: rate reaches 82%; see the main causes and how to avoid it

E-Commerce Update
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Cart abandonment: rate reaches 82%; see the main causes and how to avoid it

Cart abandonment is one of the biggest challenges faced by Brazilian online stores. The dropout rate represents a significant loss of revenue and a waste of effort. Understanding the reasons behind this behavior is essential to creating effective recovery strategies and increasing conversions.

In Brazil, the cart abandonment rate in e-commerce can reach 82%, according to E-commerce Radar data. One of the main reasons for this is consumers' frustration with unexpected additional costs, such as high shipping fees or extra charges.

According to a study by the Baymard Institute, 48% of customers abandon their shopping carts due to higher-than-expected final costs. Furthermore, the delay in delivery is also a crucial factor. A Yampi survey reveals that 36.5% of shopping carts are abandoned due to delays in delivery or production times.

Another recurring factor is the complexity at checkout. Long processes, the requirement for many data, or limited payment options discourage the consumer. According to SPC data, 79% of Brazilians prefer to parcel their purchases, and the lack of flexible alternatives can be a decisive reason for abandonment. Additionally, 24% abandoned their cart because they were forced to create an account, according to the Baymard Institute study.

Technical failures also have a significant impact. Slow sites, loading errors, or system problems are common causes of frustration, especially during periods of high demand. "If the website is not prepared to handle a large volume of traffic, it not only deters the customer at that moment but also harms the brand's perception for future purchases," warns Claudio Dias, CEO of Magis5, a marketplace automation and integration hub.

To avoid these problems, platforms like Magis5 offer integration and automation solutions that ensure the scalability of e-commerce businesses. By integrating their products with marketplaces such as Magalu, Shein, Shopee, and Mercado Livre, retailers can rely on the necessary infrastructure and process automation for creating listings, stock verification, and issuing invoices, reducing errors and streamlining operations.

Automated inventory management is a crucial differentiator. By ensuring product availability and speeding up shipping, technology contributes to a better shopping experience and prevents customers from abandoning their purchase due to the unavailability of the desired item. "After all, having visibility but not having enough stock to meet demand can tarnish the reputation just the same," says Claudio Dias.

According to the specialist, an efficient system that constantly updates product availability and anticipates restocking is essential to ensure that customer expectations are met. And more: speed in dispatching is also essential to build trust and have satisfied customers.

Additionally, promotions and discount coupons can be the final push for the customer to complete the purchase, especially for items considered more personal or desirable. For the CEO of Magis5, these strategies not only increase sales but also reduce marketing costs. To give an idea, emails with special offers sent after cart abandonment are highly effective in recovering sales, with open rates of 45% and conversion rates of 10%, according to the Baymard Institute.

Finally, clear and friendly return policies are essential to reassure customers. "By implementing these strategies, companies can turn their visitors into loyal customers and significantly increase their online revenue," concludes Dias.

Transformations in payment methods in 2025 promise to increase innovation and practicality

E-Commerce Update
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Transformations in payment methods in 2025 promise to increase innovation and practicality

From payments by proximity to the use of artificial intelligence, the Brazilian financial market is entering a new era. Driven by technological changes and consumer behavior, 2025 will be marked by innovation, convenience, and security.

Contactless Payments and the Evolution of Pix

Pix remains one of Brazilians' favorite methods, and in 2025 it will gain a new feature: contactless Pix. This innovation eliminates the need for keys or QR Codes, bringing even more convenience to transactions.

Furthermore, contactless payments, known as "invisible payments," continue to grow rapidly. This modality, increasingly common in public transportation, retail, and small businesses, moved more than R$300 billion in the first quarter of 2024, according to the Brazilian Association of Credit Card and Service Companies (Abecs). The trend is that these numbers will grow even more.

Credit and Debit Cards: Modernity with Tradition

Despite the advancement of new technologies, credit and debit cards remain essential for the market. In 2025, they remain a reliable and widely accepted option, especially in areas where access to more advanced tools is limited.

With tokenization, which replaces physical numbers with encrypted codes, cards are increasingly secure and modern, meeting consumer expectations for online and in-person purchases.

Artificial Intelligence in the Payments Sector

Artificial intelligence (AI) plays a key role in the future of payments, assisting in behavior analysis, fraud prevention, and service personalization. This ensures safer and more efficient operations, benefiting both consumers and companies.

In this changing market, FrogPay is standing out as a strategic partner that comprehensively meets the needs of merchants, consumers and independent professionals.

For merchants, FrogPay offers intuitive card machines and integrated systems that accept multiple payment methods, including digital wallets, Pix, and contactless payments. This flexibility speeds up service, improves the customer experience, and reduces queues at points of sale, a differentiator in high-demand environments such as retail and restaurants.

For consumers, the company focuses on safe and simple solutions, such as contactless payments and online shopping support, ensuring convenience at every stage of the purchasing journey.

For self-employed professionals and small shop owners, the company offers alternatives such as low-cost card machines and platforms that allow managing payments and issuing receipts directly from a mobile phone. This facilitates operation and expands access for smaller businesses to the digital market.

Top 8 Digital Marketing Trends for 2025

E-Commerce Update
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Top 8 Digital Marketing Trends for 2025

The year 2025 marks a new chapter in digital marketing. With the advancement of technological resources and changes in consumer habits, the sector is evolving rapidly, requiring new ways to engage and interact with the audience. According to João Brognoli, CEO of theDuo&Co Group, one of the leading digital marketing conglomerates in Brazil, the increasingly competitive and technological environment surrounding the sector requires brands to seek new alternatives to gain space.

“This year, digital marketing is expected to become stronger as one of the pillars for business growth. However, this will require better planning, agility and focus on the real interests and needs of consumers,” says the specialist.

With this in mind, the expert listed the eight main trends that should shape digital marketing this year and how companies can prepare for these changes:

1. Artificial Intelligence (AI) and automation

The application of AI has redefined marketing by enabling more precise and personalized interactions with consumers. In the expert's view, technologies such as advanced chatbots, recommendation systems, and programmatic campaigns optimize processes in real time, increasing efficiency in stages such as audience segmentation and strategy execution. Meta data shows that in Brazil, 79% of consumers crave personalized shopping experiences, highlighting the need to adopt these tools to meet market expectations.

2. Video marketing and dynamic content

This year, the video format continues to be the most engaging format when we evaluate engagement, especially when combined with technologies like augmented reality (AR) and virtual reality (VR). João also explains that live and interactive content should also gain greater relevance, allowing brands to create immersive and emotional experiences.

3. Voice search and visual search

With the advancement and proliferation of voice assistants like Alexa and Google Assistant, the way users interact with the internet has been transforming into a new format. The specialist states that companies will also need to adapt their SEO (Search Engine Optimization) to this new reality of searches, which are now being conducted through speech rather than just typing. Furthermore, it is important to highlight that image search will also be responsible for a reformulation, requiring brands to invest in visual aspects and optimization for technologies like Google Lens.

4. Privacy and data protection

Faced with the increase in regulations regarding the use of customer information, such as LGPD in Brazil, data protection is becoming a central issue in digital marketing. From the CEO of Duo's perspective, more than ever, brands must be more transparent about how they collect, store, and use data, demanding an ethical and responsible approach.

5. Focus on User Experience (UX)

According to Deloitte, 90% of consumers prefer hyper-personalized campaigns. The number reinforces the importance of UX as an indispensable strategy. However, the specialist emphasizes that the focus on the user goes beyond ensuring the navigability of a website. It extends to all interactions consumers have with a brand, from mobile devices and apps to augmented and virtual reality environments. This approach needs to highlight what the user longs for: simplicity, speed, and efficiency at every touchpoint.

6. Responsive design

With the increase in time spent on devices and the variety of screen sizes, responsive design becomes essential in 2025. Websites, apps, and emails need to be adaptable to any format, ensuring a consistent and intuitive experience regardless of the channel used. Such an approach also covers new interfaces, such as wearable devices and vehicle screens, expanding the contexts that brands should consider.

7. Influencer Marketing with Micro-Influencers

Influencers with small but engaged audiences are gaining prominence. For this year, João Brognoli bets on a warming of this market, which ultimately offers a more segmented and authentic approach for companies to connect with the audience.

8. Sustainability and Social Responsibility

The modern consumer is not only looking for products or services but also values brands that share their values. A Koin study reveals that 87% of Brazilians prioritize companies with sustainable practices. Such a scenario helps to understand how adopting sustainable and socially responsible practices will have an even greater impact, especially among the younger generations.

Will 2025 be the year of coworking? Check out 5 trends about the future of work

E-Commerce Update
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Will 2025 be the year of coworking? Check out 5 trends about the future of work

According to the Indeed "Workforce Insights" report, 40% of people prefer a hybrid work model. Numbers like this are becoming increasingly common and show how professional activity modalities are changing, especially due to the rise of coworking spaces.

For Daniel Moral, CEO and co-founder ofEureka Coworking, one of the main global networks in the sector, “shared workspaces adapt to a reality marked by flexible schedules and environments, in which technology helps to bring more autonomy, purpose and real connections to individuals and companies”.

In this scenario, the executive listed the trends that promise to revolutionize the future of work in 2025. Check it out

  • Dematerialized work

With the rise of the hybrid model, the concept of fixed offices and rigid hierarchies has led companies to rethink their traditional structures, increasingly focusing on results and efficiency. For the executive, this means that "traditional work structures are becoming obsolete."

“The transition from physical to digital, without losing the ability to collaborate in person, has shown organizations and professionals that it is possible to operate more quickly, using resources in an optimized and sustainable way,” he points out.

  • Solid values

An effect resulting from the dematerialization of the labor market is also the search by companies and professionals for environments that reflect their values. "The business world is no longer driven solely by productivity; it is shaped by purpose and impact, especially with initiatives that promote ESG (Environmental, Social, and Governance), educational events, and programs focused on conscious entrepreneurship," reinforces Moral.

Eureka Coworking itself is an example of this, as it encourages its members to use eco-friendly transportation and supports projects focused on urban mobility, such as Bike Tour SP and Ciclocidade. "The idea of many brands, including ours, of forming a 'community' in the job market is not just a simple cliché. If everyone does their part, they can benefit their careers, businesses, and the entire planet," concludes the executive.

  • Reduced costs

The growth of coworking spaces reflects the current companies' pursuit of resource optimization and greater financial efficiency. The CEO explains: "By choosing a coworking space, companies can reduce a series of fixed and variable expenses. Costs for traditional office rent, infrastructure maintenance, water, electricity, internet, and security are significantly reduced. Additionally, these spaces come fully equipped with furniture, technology, and meeting rooms, avoiding initial investments in equipment. The flexibility offered also allows adjusting the number of workstations according to demand, preventing waste of unused spaces."

  • Technological innovations at the service of humanization

McKinsey & Company projects that artificial intelligence (AI) will accelerate automation by more than ten years, which is expected to boost the global economy by nearly $8 trillion. The development of tools like this proves that technological innovations have not only energized the market but also transformed the way companies and professionals work, eliminating bureaucratic and operational tasks.

"Technology allows teams to focus on more strategic and creative activities, concentrating efforts on the core business and projects that truly matter," emphasizes Moral. In this context, there is great anticipation for the increase of innovation hubs like coworkings, which connect startups, companies, and investors in an environment that combines efficiency with human potential, he adds.

  • 'CO effect'

According to the CEO, coworkings are expected to become "the rule, not the exception" in the market next year. He explains that this trend reflects a global movement in the world of work that goes beyond the segment itself, called the "CO Effect,"COlaboration,COconnection,COsharing and workCOfor the purpose.

"The 'CO Effect' is not about sharing a table with another professional, but rather a cultural change," he states. Just as platforms like Uber, Netflix, and Airbnb transformed their industries by adopting a sharing economy, coworking brings the same logic to the professional environment. These spaces are ecosystems that encourage valuable interactions, organic networking, and idea exchanges, so we will probably see more companies seeking this model to gain new opportunities, he concludes.

Five technology trends for 2025

André Nadjarian
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Five technology trends for 2025

If before, living in the era of technology was something distant, today, we see how essential new technological resources are in the daily life of organizations. Not surprisingly, according to the Digital Transformation Index Brazil 2023, produced by Pwc Brazil, 69% of companies expect increased operational efficiency to occur mainly due to the advancement of digital transformation.

The survey data aligns with the current period of digitalization experienced by companies. As proof of this, the study also indicates that 12% of organizations invested in the development of new areas dedicated to digital and innovation, as well as prioritized specialists in infrastructure management, cloud solutions, and process automation.

The digital transformation movement is something that will certainly continue. Therefore, it is essential for companies to stay attentive to new trends and seek to implement them in order to achieve better performance and a competitive advantage in the face of management challenges. And, considering that 2025 has just arrived, I highlight here five trends that need to be included in this year's strategic planning:

#1 Generative Artificial Intelligence:That, without a doubt, will continue to be a strong trend. According to the study "The Economic Potential of Generative AI," conducted by McKinsey in 2023, it is estimated that this technology could add between $2.6 trillion and $4.4 trillion annually to the global economy, increasing the overall impact of AI by 15% to 40%. Furthermore, it is expected that this resource will automate half of the jobs between 2040 and 2060 – with the expectation that this movement will be accelerated within up to 10 years. All these projections show the size, impact, and importance of integrating its use into the company's daily operations.

#2 Edge Computing:Data management is among the organizations' priorities. With that, Edge Computing is a strong trend, as it is a data architecture that processes information close to where it was generated, via devices with access to IoT (Internet of Things). This mechanism is more of a support for the cloud management movement, as it provides even greater security and agility in record processing.

#3 Cybersecurity:Complementing the previous topics, investing in security remains an important trend. This is because, as new technologies emerge, unfortunately, the risk of cyber threats also increases. Regarding this, companies need to improve protective measures by using solutions that allow them to detect and eliminate potential risks in advance.

#4 Virtual (AR) and Augmented (VR) Reality:A few years ago, a great expectation was created in the market regarding the metaverse, but its adoption is still expected to occur slowly, considering that its resources are in the development stage. On the other hand, AR and VR technologies are expected to achieve broader adoption, as they can be used in training, meetings, creative processes, and simulations, helping to achieve more effective results and significant improvements in operations.

#5 Automation and Robotics:No, robots will not take up space from humans, but they will be important helpers. Considering the speed of demand increase, companies have the mission to meet this scenario by adopting efficient resources. In this way, robotics and automation should gain prominence, considering their benefits such as reducing operational costs, increasing efficiency, and delivering faster services.

All trends have in common the fact that, when applied together, they effectively contribute to the organization's performance. And, when it comes to Generative AI, this technology has a vast potential to boost businesses. As proof of this leadership, a 2023 survey by Accenture revealed that 97% of executives believe that this Artificial Intelligence will have a transformative impact on their companies and sectors.

In this way, it is essential for organizations to aim to integrate such resources in order to simplify processes and enable faster decision-making. Certainly, this is not an easy task, as digital transformation directly impacts corporate culture. Therefore, having the support of a specialized consultancy in this approach and in integrating technologies is undoubtedly an excellent strategy.

A new year has begun, and with it, new opportunities in the technology sector will arise. In this sense, those who start preparing now will get ahead. After all, the future doesn't wait, and it begins today.

Advertising Day celebrates creativity that innovates markets and wins over consumers

E-Commerce Update
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Advertising Day celebrates creativity that innovates markets and wins over consumers

On February 1st, Advertising Professionals Day is celebrated, a date that honors the professionals responsible for creating campaigns and strategies that impact consumers and transform businesses. In a world where public attention is increasingly contested, innovation has become an essential differentiator in the advertising market. A creative and effective example that has been gaining prominence is advertising on bread bags, an unusual format that combines simplicity, reach, and local impact.

Who has never bought fresh bread at the bakery and taken home that traditional paper bag? Now, imagine turning this everyday item into a powerful advertising tool. This is the proposal of this advertising model: to deliver advertising messages directly into the hands of consumers, in a practical way and with a high retention rate.

“The format stands out for its ability to combine visibility and usefulness, since the sachets are part of the daily life of most Brazilians. With personalized and creative ads, brands are able to communicate with the audience in a light way, at the moment when they are most relaxed and receptive," explains André Jácomo, CEO of Marketing Bag.

How does it work?

The small bags are customized with creative advertisements from different brands, combining attractive design and impactful messages. The packaging is distributed free of charge to partner bakeries, making the product useful for both the merchant and the end consumer.

The innovative format offers benefits for both advertisers and merchants who distribute the bags. Check out some of the main advantages

Local and targeted reach: Ads reach consumers directly in the region where they are distributed, reaching a specific target audience, such as neighborhood residents and frequent bakery customers.

Low cost and great impact: Compared to traditional media, such as TV, radio and billboards, it is more affordable and efficient, especially for small and medium-sized businesses.

High message retention: Unlike digital ads, which can be ignored in seconds, the sachets remain visible throughout the entire consumption moment, increasing exposure and contact time with the brand.

Interatividade: A inclusão de QR Codes amplia a experiência do consumidor, permitindo acesso rápido a ofertas, informações adicionais e promoções exclusivas. This transforms static advertising into a digital tool, facilitating engagement and conversion into sales.

Sustainability and social responsibility: With recyclable materials and ecological packaging, it meets current demands for more sustainable practices.

“Several companies are already investing in this strategy, from large retail chains to local businesses, such as supermarkets, gyms, pharmacies and doctors’ offices. The format allows for segmented campaigns, directly reaching the target audience in specific regions, at lower costs than traditional means”, explains Jácomo.

Advertising on bread packaging reinforces the essential role of the sector in innovating and creating strategies that connect brands and people. This seemingly simple media proves that great ideas can emerge in the most unexpected formats, transforming everyday life into opportunities for communication and growth.

New Acronis Research Reveals: 64% of Global Consumers Fear Data Breaches

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New Acronis Research Reveals: 64% of Global Consumers Fear Data Breaches

In celebration of Data Privacy Day, global cybersecurity and data protection company Acronis released the findings of its report“Data Privacy in 2025”, which explores consumers' perceptions and practices regarding cybersecurity. The survey covered more than 2,480 consumers in eight countries, including Brazil, and provides a detailed analysis of global attitudes on the subject.

Main highlights in Brazil

Brazilian users stood out as the most conscious and proactive regarding data protection compared to other nations. The country, however, also faces significant challenges:

  • Importance attributed to data privacy: Brazilians gave an average score of 9.4 (on a scale of 0 to 10) for the importance of data protection – the highest among all countries surveyed and above the global average of 8.6.
  • Concern about data security: 9.3 is the global average score given to the level of concern regarding the security of personal information, while Brazil had an average of 8.0.
  • Protection practices above the global average:
    • 82% of Brazilians use strong passwords, compared to 68% in the rest of the world.
    • 34% check the security of websites before providing personal information, while globally only 21% adopt this practice.
    • 56% avoid clicking on suspicious links or attachments, compared to a global average of 40%.
  • High rates of data loss or theftDespite stricter practices, one-third of Brazilians reported experiencing data loss or theft, above the 25% recorded globally. It is likely that this negative experience may have driven greater awareness and caution.

Global context: growing concerns and significant gaps

Overall, the report revealed that 64% of respondents cited data breaches as their main privacy concern. Other highlights include

  • Backup practices: Two-thirds of global consumers (66%) perform regular backups, but 9% have not yet adopted this practice and 4% are unfamiliar with the concept of backup.
  • Password weaknesses: Although 68% use strong passwords, only 46% enable two-factor authentication (2FA), an essential step to prevent unauthorized access.
  • Cyber education on the rise: Learning about safety through online videos is a trend, with 44% of global respondents turning to this resource.
  • Mobile security adoption laggingAlthough 43% of respondents report using mobile security applications, 35% are not familiar with these tools, even as smartphones become essential for modern digital life.
  • Attitudes versus actions: While more than 60% rate data security as “very important,” only 40% frequently update their passwords and nearly 70% continue to use public Wi-Fi networks for sensitive activities.

"At Acronis, we see how corporate practices and individual behaviors shape the landscape of data privacy and cybersecurity," said Gaidar Magdanurov, President of Acronis. We launched this survey around Data Privacy Day to better understand how domestic users think about data protection and the measures they are taking to safeguard their information. Although many people are rightly concerned about how organizations handle their data, this survey highlights that individuals also play a crucial role in protecting themselves.

The report highlights the importance of protecting personal information, revealing consumers' perceptions of digital risks and the need for greater education and accessible tools to strengthen cybersecurity. In its first year, it highlights the contrast between the growing knowledge about threats and the lack of proactive measures. On Data Privacy Day, Acronis encourages fundamental practices such as regular backups, two-factor authentication (2FA), and the use of security applications.

"This inaugural consumer-focused research, conducted by Acronis, highlights a critical paradox in modern cybersecurity: people are increasingly aware of the risks, but many still lack the tools or knowledge needed to protect themselves effectively," said Gerald Beuchelt, Acronis CISO. Data breaches are one of the main concerns worldwide, so there is an urgent need for simpler and more affordable cybersecurity solutions, combined with data backup, and more effective education to empower people to protect their digital lives. These efforts can help bridge the gap between awareness and action.

SAP redefines the future of business with intelligent ERP solutions

Fernando Silvestre
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SAP redefines the future of business with intelligent ERP solutions

In the era of digital transformation, companies face the imperative need to become more efficient, agile, and competitive. This movement is not just a technological update; it is a crucial strategy to ensure long-term sustainability. In this context, SAP offers Enterprise Resource Planning (ERP) solutions that perfectly adapt to a variety of business processes.

In compliance with Brazilian tax and fiscal requirements, SAP S/4HANA offers a robust platform that integrates essential modules: financial management, tax compliance, human resources,supply chainandcustomer relationshipmanagement. This integration not only optimizes interdepartmental processes but also ensures full compliance with the complex regulations of the national tax authorities.

The architecturein-memoryS/4HANA represents a significant technological leap, processing massive volumes of data in microseconds. This capability enables sophisticated predictive analytics and real-time compliance with constant updates to tax legislation, a crucial aspect in the Brazilian context.

In the area of tax compliance, the system automatically incorporates updates related to NFe, CTe, NFSe, and other fiscal documents, ensuring compliance with SPED and other ancillary obligations. The platform also stands out in supporting the implementation of PIX and other innovations of the national financial system.

SAP ERP systems easily integrate with other products from the company and third-party applications, creating a cohesive IT environment that supports a wide range of business functions. This connectivity promotes enhanced collaboration between departments and increases operational agility.

Impact on Business Growth

Adopting SAP ERP solutions can generate several positive results for business growth:

  • Improved Efficiency: Automating routine tasks reduces manual errors and frees up resources to focus efforts on strategic initiatives, allowing greater focus on innovation and value creation.
  • Elevated Customer ExperienceContinuous access to complete customer information facilitates personalized service, increasing loyalty and satisfaction. This customization strengthens customer relationships and improves long-term retention.
  • Data-Informed DecisionsWith real-time analytics, companies gain valuable insights that guide strategic decisions for growth. Furthermore, these insights assist in identifying and mitigating risks before they become significant problems.

The impact of this transformation is reflected in concrete metrics: an average 40% reduction in operating costs, a 60% reduction in accounting closing time and a 35% increase in the accuracy of financial forecasts, according to recent data from SAP itself.

The platform establishes a new paradigm in integrated business management, where technology, compliance, and operational efficiency converge to drive sustainable growth in the digital age. This synergy between technological innovation and regulatory compliance positions SAP S/4HANA as an important tool for companies seeking leadership in their segments in the competitive Brazilian market.

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