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Innovation and booming trade: what to expect from retail in 2025?

Julio Bastos
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Innovation and booming trade: what to expect from retail in 2025?

After a 2024 marked by significant changes, driven mainly by the advancement of new technologies, the integration of purchasing channels, and the improvement of artificial intelligence (AI) as a sales tool —, retail enters 2025 with even higher expectations. The enthusiasm is reinforced by the reportConsumer Goods and Retail Outlook 2025, from the Economist Intelligence Unit (EIU), which projects a global growth of 2.2% in sales, the highest percentage of the decade. These numbers reflect a growing market, transformed by structural changes in the way we buy and sell.

One of the main drivers of this transformation will be the greater integration between physical and digital channels. The omnichannel model, which has been gaining ground for quite some time, is expected to further solidify its position as an essential strategy for retailers. According to estimates by Euromonitor International, online sales will account for 30% of total retail in Brazil by the end of the year. This preference requires retailers to invest increasingly in seamless experiences that unify the physical and digital environments, offering convenience and consistency at every stage of the shopping journey.

At the same time, AI and automation must redesign the industry's operations. From customer service chatbots to demand forecasting and efficient inventory management, technology has proven to be a powerful ally. She will be responsible for greater assertiveness, optimizing processes and anticipating needs, in addition to, of course, ensuring greater agility. In an increasingly competitive scenario, retailers who leverage these tools will have a significant advantage over their competitors.

Another crucial point is personalization. The support of consumption data to create unique and relevant experiences will be an irreversible trend. Consumers are increasingly open to this practice. A global study by consulting firm Cognizant indicates that this year, the public is likely to allow digital assistant services, such as chatbots, to help them identify relevant offers. However, it is essential to emphasize that this willingness to share personal information is only maintained when it results in tangible benefits, such as exclusive discounts and tailored recommendations.

Sustainability also occupies a central place on the industry's horizon. Today, customers, especially Generation Z, demand transparency and environmental responsibility from brands. A Nielsen study reveals that 65% of Brazilians prefer to buy from companies with sustainable practices. By 2025, the commitment to sustainability should represent much more than a differentiator, but a basic requirement to remain relevant.

It should also be noted that social commerce continues to gain ground. Social networks, influencers, and affiliates will play key roles in promoting products and campaigns within the digital environment. The ability to make direct communications within these channels is changing the way brands connect with their audience. The proof of this is that, increasingly, platforms are willing to offer a conducive environment for personalized experiences and mass-facilitated marketing, combining the convenience of digital shopping with digital influence.

In summary, 2025 will be a year in which retail becomes more connected, efficient, and conscious. Emerging technologies, combined with the growing demands for personalization and sustainability, will shape the sector. For retailers, the key is to embrace these trends and adapt to the new demands of consumers as quickly as possible. After all, today it's not just about selling products, but about creating experiences that truly matter.

The Evolution of ESG: Zaya’s Greenhouse Gas Inventory Software Enables Practical, Automated Emissions Calculation

E-Commerce Update
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The Evolution of ESG: Zaya’s Greenhouse Gas Inventory Software Enables Practical, Automated Emissions Calculation

According to a study conducted by Ipsos Public Affairs & Corporate Reputation Brazil, only 23% of the Brazilian public believe that companies are performing well in fulfilling sustainable actions. On the other hand, a survey by Amcham Brazil indicates that 70% of national institutions actively invest in ESG practices. It is precisely with the aim of reducing this gap that theWill, a greentech that prepares and simplifies the calculation of companies' environmental impact, makes its tool availableGreenhouse Gas (GHG) Inventoryto the market.

Focusing on making environmental impact calculation more practical and strategic, the solution operates intuitively, from simplifying more operational steps, such as data collection, to enabling measurement within Scope 3 emissions. This makes the software an ideal solution for companies of various sizes and sectors that are starting to report or digitize their inventory calculations.

“We realized that companies have evolved to software in various areas, such as HR, legal, and marketing, but that sustainability remained stagnant, with the need for spreadsheets, emails, folders, and documents. This required an evolution so that sustainability is truly a priority within companies,” says Isabela Basso, founder of Zaya.

Developed by the greentech team of experts according to the methodology of the Brazilian GHG Protocol Program, the software has features to address the main pain points reported by companies, from: filling in and viewing results by organizational unit, identifying the main sources of emissions with real-time graphs and including evidence to facilitate audit processes to delegating those responsible for internal data collection.

According to the executive, the use of the software contributes to a panoramic and integrated view regarding sustainability. Zaya's software brings three main benefits: it is faster than internal spreadsheets, produces higher quality data, and engages people from various areas of the companies, making inventory a strategic activity that goes beyond the sustainability department, he explains.

Hot market
The launch of Zaya's GEE inventory accompanies a strengthening trend in the global sustainability management software market. In 2024, 535 companies publicly reported their emissions.

In addition to the new platform, the company had recently announced a solution focused on diagnosing supplier engagement, allowing companies to act as catalysts for climate actions within their supply chains, encouraging and enabling their suppliers and/or customers to also calculate their emissions.. 

According to Basso, the projects are being developed with a focus on ensuring an increasingly broad view of the environmental impact of the corporate landscape. "Each new release aims to help companies strategically assess their environmental impact. We are in an era where sustainability has become a requirement, and we focus on simplifying the processes of calculating and mitigating emissions," he concludes.

6 reasons to invest in niche influencers

E-Commerce Update
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6 reasons to invest in niche influencers

Investing in the promotion of nano and micro influencers has become a popular strategy among brands from various sectors. These two categories of influencers are characterized by having a smaller audience compared to major influencers, but with generally stronger and more authentic engagement.

Nano-influencers are known for having a small but highly engaged follower base. Brands tend to choose nano-influencers for more targeted campaigns. 1,000 to 10,000 followers.

In the case of micro-influencers, their numbers range from 10,000 to 100,000 followers, they have well-defined niches and a closer relationship with their audience, which results in high engagement rates. They have a large reach and notoriety in a specific area or niche, making them highly sought after by major brands.

“These types of content creators are authentic and maintain a closer, more personal relationship with their followers, which leads to higher and more genuine engagement. Their followers trust their opinions and are more likely to interact with their posts,” explains Aline Kalinoski, Partner and Co-Founder of Nowa, a marketing agency focused on promoting brands in the digital environment.

Companies that use credit cards have until March to implement new digital security measures

E-Commerce Update
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Companies that use credit cards have until March to implement new digital security measures

In Brazil, where credit cards are one of the main forms of payment and digital data has a value comparable to that of cash, the risks of online fraud are becoming increasingly present, requiring extra attention from consumers and companies.

To get an idea of the scale of the problem, four out of ten Brazilians have already been victims of scams and financial frauds in the country, which represents 42% of Brazilians. The data is from the "Digital Identity and Fraud Report 2024," a survey conducted by Serasa Experian.

Another study, now by the National Confederation of Store Managers (CNDL) and the Credit Protection Service (SPC Brasil), in partnership with Sebrae, shows that about 8.4 million consumers reported frauds in financial institutions in the last 12 months. Among the scams, credit and debit card cloning is the main type of fraud.

Although approximately 70% of Brazilians have three or more cards, according to Serasa, the risk perception is still low. About 69% of Brazilians still underestimate the danger of registering financial data on websites and apps, leaving a large portion of the population exposed to digital scams and cyberattacks.

Amid the growing alert about digital security, good news emerges: new initiatives and technological advances are making the online environment safer every day.

Recently, the PCI Security Standards Council (PCI SSC) proposed new guidelines for the ongoing development and improvement of security standards, applicable to companies that store, process, or transmit payment data, as well as to software developers and manufacturers of devices used in transactions. The PCI is a global organization that brings together the main players in the payments industry to promote the use of resources for secure transactions.

“As threats and technology evolve, PCI DSS standards are also updated. Therefore, it is necessary to be aware of new requirements now and make the necessary adjustments,” warns Wagner Elias, CEO of Conviso, a developer of application security solutions.

Among the updates are those of the Payment Card Industry Data Security Standard (PCI DSS), created to protect the entire payment value chain. Your compliance requirements cover everything from storing cardholder data to securing access to sensitive payment information.

“In short, it is necessary to reinforce the protection of customer data, implementing additional measures to prevent unauthorized access,” says the expert.

Thus, companies will need to adapt and invest in new technologies. To give an idea, some of these solutions are capable of providing a comprehensive view of the risks associated with each application. "These tools integrate different systems, centralizing information and assisting in prioritizing actions, all in a continuous manner," explains the CEO of Conviso about their Conviso Platform Application Security Posture Management (ASPM), launched in 2010.

However, the specialist highlights that many companies still adopt a reactive stance regarding their system security, only prioritizing the issue after suffering an attack. This behavior, according to him, is concerning because security breaches can lead to significant financial losses and irreparable damage to the organization's reputation, which could be avoided with preventive measures.

For him, when considering the creation of new software, it is essential that the company incorporate security at every stage of the development cycle, from requirements gathering (the first phase that analyzes what the app will do) to deployment (production and final delivery).

“To avoid these risks, the key is to adopt Application Security practices from the beginning of the development of the new application. This ensures that protective measures are implemented at all stages of the software life cycle. In addition to being significantly more cost-effective than remediating damage after an incident, investing in preventive security is much more effective. This allows you to prevent attacks, protect sensitive data, ensure compliance with legislation and guidelines, and ensure that the application is safe and reliable for users from the start,” says the expert.

Wagner explains that the company develops solutions that integrate security into DevOps, allowing each line of code to be developed with protective practices, as well as services such as penetration testing and vulnerability mitigation. "Conducting continuous security and test automation analyses allows companies to meet standards without compromising efficiency," highlights Wagner.

In addition to implementing robust technologies, the CEO of Conviso emphasizes the importance of specialized consulting firms, which help companies adapt to the requirements of PCI DSS 4.0 and other regulations. Offensive services such as Penetration Testing, Red Team, and third-party security assessments promote a proactive and comprehensive security approach, identifying and fixing vulnerabilities before they can be exploited.

Investments must accelerate 

This transformation in digital security not only reinforces consumer trust in a secure online environment but also accompanies the rapid growth of the application security market, which is expected to expand from $11.62 billion in 2024 to $25.92 billion by 2029, according to Mordor Intelligence. "Implementing cutting-edge technology marks a turning point in digital protection and reinforces trust in a market that depends, more than ever, on security to thrive," concludes Wagner.

Check out the list of 12 PCI DSS requirements that the 4.0 compliance check must meet: 

  1. Install and maintain a firewall
  2. Delete vendor default configuration
  3. Protect stored cardholder data
  4. Encrypt the transmission of payment data
  5. Regularly update your antivirus software
  6. Deploy secure systems and applications
  7. Restrict access to cardholder data as needed
  8. Assign user access ID
  9. Restrict physical access to data
  10. Track and monitor network access
  11. Continuously test processes and systems for vulnerabilities
  12. Create and maintain an infosec policy

The implementation of PCI DSS 4.0 guidelines is being done in two phases:

  • The first phase, with 13 new requirements, had a deadline of March 31, 2024.
  • The second phase, with 51 additional requirements, must be implemented by March 31, 2025.

Survey reveals the most prominent apps in 2024

E-Commerce Update
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Survey reveals the most prominent apps in 2024

RankMyApp, specialized in performance media optimization and management, revealed the results of the survey on the apps that stood out the most in 2024. The survey identifies consumers' favorite apps in the categories of gastronomy, shopping, education, entertainment, finance, maps and navigation, health and fitness, and social, considering the main app stores: Google Play and App Store.

“The ranking was constructed based on the presence of apps in the top 10 of their categories in the main app stores. The strategy values consistency and the position occupied in the ranking, attributing greater relevance to those that remain in the best positions for longer”,explains Leandro Scalise, CEO of RankMyApp.

The study does not take into account downloads or reviews, as these metrics are part of the rankings in app stores. The chosen criteria allow for the identification of the apps that truly stood out and are priorities for users, serving as a reference for marketing professionals who want to understand the behavior of target audiences in the mobile environment.

In food delivery, iFood holds the first position. In shopping, Shopee leads in both stores, but the surprise comes with Temu, which ranks fourth. In education, Duolingo was No. 1 in both app stores. For entertainment lovers, Max (Google Store) and TikTok (App Store) were the standout apps, with Netflix in second place.

In the finance category, Nubank was the leader in both stores, with PicPay (Google Play) in second place and FGTS (App Store). In maps and navigation, the 99 stood out in the Google Store, ahead of Uber, with Google Maps being the top app in the Apple Store. In health, the Flo Menstrual Cycle is the leader in both, with GymRats ranking 9th on the App Store. Instagram (Google Store) and WhatsApp (App Store) complement each other socially, with Threads in second place in both stores – demonstrating Meta's dominance in the category.

“This is a very valuable tool for not only understanding, but also using user preferences as a strategy. This makes it possible to define the best ways to carry out campaigns, promote products and services or establish partnerships,” highlights Scalise.

Entrepreneurship and Innovation: Six Lessons I Learned in Silicon Valley

Rodolfo Alfaro
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Entrepreneurship and Innovation: Six Lessons I Learned in Silicon Valley

During a recent visit to Silicon Valley, it was possible to experience an inspiring environment, with innovation always present. There, success results from an entrepreneurial and collaborative culture, focused on solving complex problems through cutting-edge technology.

A greater appetite for embracing risk and the promotion of a culture of continuous feedback that does not crucify mistakes but learns quickly from them are some of the "habits" that foster innovation and sustainable growth. Whether in the BAY Area (the region that encompasses the main innovation hubs in California) or anywhere else, the key is the ability to turn challenges into opportunities.

And of all the great lessons, which can be applied in Brazil?I share here six of them

1) Don't be afraid to express your ideasThere is no fear that someone might appropriate them. Ideas are exchanged freely because people understand that the more they discuss their projects, the greater the chances of validating them, receiving feedback, or even connecting with potential investors or co-founders. This process creates valuable opportunities to accelerate the development of the idea, as it adds essential skills for its success.

2) Focus on big challengesMost of the people present there study and work on initiatives with a significant impact, with a global reach. Ideas that can truly change or revolutionize the way things work. The mindset is ambitious, always focused on the "Moonshot" — a term used to refer to grand ideas, almost like a "shot to the moon."

3) Don't create a product, build an industry:Disruption usually occurs when an innovative solution emerges to solve a problem or meet an existing need, transforming the way we deal with that issue. Examples of this are social networks, which revolutionized the way people interact, spend their time, and access information, giving the public greater decision-making power. Another case is Uber, which revolutionized its sector by creating a model ofride-sharingthrough a technology platform, impacting the traditional taxi model without being a transportation company.

4) Go out and understand your customer:It is still very common to see companies making decisions in their meeting rooms without first "going out" to understand their customers' real needs. This does not only apply to the launch of a product or solution; this approach is valid for any phase or stage of a business.

In this context, it is relevant to cite Steve Blank in his book The Four Steps to the Epiphany: "There are no facts inside your building, so go outside." Instead of creating products based on assumptions, he argues that entrepreneurs should go out and test their ideas directly in the market.

5) Don’t be afraid to create solutions for other industriesMost of the major transformations in the market were caused byplayersthat do not operate specifically in the area. Apple built computers and revolutionized the music industry with the launch of the iPod and iTunes, as well as entering the telecommunications industry with the iPhone, completely redesigning these markets.

Amazon started as an online bookstore and revolutionized global retail by expanding the e-commerce market and innovating in logistics. Years later, he entered the cloud sector with AWS. Airbnb has transformed hospitality by creating a platform that connects owners with guests, without building a single hotel. These examples show that focusing only on direct competitors is risky, as disruption can come from the least expected sources. Falling in love with the problems you want to solve and expanding your technical and business repertoire allows for an innovative vision to transform your sector.

6) Bet on AI, it’s the new gold rush:All the companies I visited are focused on artificial intelligence. Being physically present in that place reinforces that the future is much closer than one might imagine.By the way, he has already arrived. This was exemplified in a robotics center where it was possible to learn about various models of advanced robots that will soon begin to be marketed. In this regard, in-depth discussions about ethics, data protection, the impact on the labor market, and even human interactions will need to be frequently on the agenda.

The technology market is experiencing a new revolution, a scenario that demands constant reinvention, bold vision, and confidence in the ability to transform the world. Therefore, it is necessary to adopt a mindset attentive to ongoing changes, taking an active role in this process. With knowledge and leadership, it is possible to follow this evolution and act as significant agents of this transformation.

Vivo has more than 1,200 vacancies open

E-Commerce Update
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Vivo has more than 1,200 vacancies open

Vivo has over 1,200 open positions in various cities across the country. Opportunities are for roles in areas such as customer service, sales, stores, technology, youth talent programs, among others. The company seeks professionals with adaptability, curiosity, and empathy skills who are motivated to generate and experiment with ideas.

The salary is comparable to what is offered in the market. The selected candidates will also have access to VIBE, the company's flexible benefits program, which offers an extensive list of advantages tailored to each employee's needs, such as meal and food vouchers; health and dental plans; life insurance; gym benefits; pharmacy benefits; and education reimbursement. Additionally, the company offers other differentiators such asday offbirthday gift; smartphone with unlimited voice and data plan; daycare/nanny assistance, exclusive offer with discounts on landline, broadband, TV, and free apps. Those interested in applying for one of the opportunities can apply atsite.

Certifying your company is an excellent way to increase revenue

Michelle Falciano
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Certifying your company is an excellent way to increase revenue

The market is becoming increasingly competitive; companies that stand out through their commitment to quality, sustainability, and transparency not only gain the trust of their customers but also a significant advantage in revenue. Obtaining certifications is one of the most effective ways to ensure this competitive advantage.

What does it mean to certify your company?

Certifying a company means validating its processes, products, or services according to nationally and internationally recognized standards. These standards may be related to quality management (ISO 9001), environmental sustainability (ISO 14001), occupational safety (ISO 45001), social responsibility (SA 8000), or other aspects that vary according to the industry segment.

And how does this impact revenue?

  1. Attracting customers and contracts:Certified companies convey credibility, increasing the chances of attracting new clients and closing contracts with large corporations. In some cases, certifications are mandatory requirements for participation in bids or for establishing partnerships with suppliers.

2. Customer loyalty:Trust is one of the pillars for maintaining long-term clients. Certifications serve as guarantees that your company adopts good practices, delivering value consistently.

3. Increased efficiency and reduced costs:During the certification process, companies usually review and improve their internal processes, reducing waste and optimizing resources. These improvements directly impact the profitability of the business.

4. Brand appreciation:Certifications highlight your company in the market, creating an image of excellence and commitment. This positive perception adds value to your product or service, allowing you to set more competitive prices.

5. Expansion into new markets:International certifications, such as the ISO series, can open doors to foreign markets. Furthermore, many certifications are essential for export, significantly increasing your company's reach.

How to get certification for your business?

Before starting the certification process, it is essential to assess the areas in which your company wishes to excel and identify the most relevant standards for your sector. Here are some important steps

1. Initial diagnosis:Assess your company's current level of compliance with the requirements of the desired certification.

2.Team training:Certifications are only possible with the engagement of the entire team. Invest in training to ensure understanding and adherence to the new standards.

3.Adequacy of processes:Implement the necessary improvements to meet certification requirements.

4. Audits:Conduct internal audits before inviting a certification body. This helps identify potential areas for improvement.

5. Choose the certifier: Make sure that the chosen institution is recognized by the market and accredited by competent bodies.

Investing is an intelligent strategy that positively impacts your company's revenue, efficiency, and reputation. As a businesswoman, I see certification not as a cost, but as an investment that brings consistent and lasting returns. The competitive advantage your company gains by obtaining certification not only expands business opportunities but also consolidates its position in the market. After all, recognized quality builds trust, and trust generates results.

Adtech Replica revolutionizes the production of advertising campaigns with Artificial Intelligence

E-Commerce Update
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Adtech Replica revolutionizes the production of advertising campaigns with Artificial Intelligence

Adtech Replica, part of the Landscape ecosystem, enters the market with an innovative proposal: to accelerate and automate digital campaign production through the combination of technology and artificial intelligence. The company, founded by Fernanda Geraldini, a professional with extensive experience in Production, promises to reduce the time required to unfold pieces of a single campaign by up to 80%.

The process of adapting advertising pieces for different sizes, formats, and information, which will be displayed in various locations and platforms, is a common challenge for advertisers. This task takes a lot of time and ends up taking away the creative team's availability to dedicate to creation. It is in this context that Replica presents itself as an efficient solution.

“The entire journey takes place on the Replica website, starting with the budget that the client prepares and approves, all the way to the download of the pieces for publication. Based on a key visual, the campaign is developed by software that combines several artificial intelligence APIs and integrations focused on the best practices and finishing required for the digital universe, regardless of the channel, media or quantity of pieces”, explains Fernanda Geraldini.

While still testing the platform, Replica managed to roll out a campaign with 200 pieces in just a few hours, demonstrating the tool's potential to speed up processes that would normally take days or even weeks to complete.

Gustavo Gripe, CEO of Landscape, highlights the importance of technology in the current scenario: “Media plans are increasingly diversified. We will probably soon reach 1:1 customization. Bringing technology to the center of the table from now on prepares Replica for the new context of scale in the production of parts”.

The arrival of Adtech Replica to the market signals a new era in the production of advertising campaigns, in which artificial intelligence and technology come together to optimize processes, allowing creative teams to focus on what really matters: creativity and strategy to impact the target audience.

Red Hat lança o Red Hat OpenShift Virtualization Engine

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Red Hat lança o Red Hat OpenShift Virtualization Engine

A new update for the OpenShift environment has just been released to the market. The arrival of Red Hat OpenShift Virtualization Engine represents a simpler path for organizations to access virtualization-related workloads. The platform offers the ability to customize the deployment, management, and scalability of virtual machines (VMs), removing resources unrelated to the management of these machines. This ensures that companies can maximize their technology journeys as they align their solutions with the specific needs of their infrastructure.

Although containerization may have changed the way virtual machines are used for certain applications, VMs remain a fundamental tool in IT infrastructure. However, with the virtualization market undergoing significant changes in recent years, many organizations face uncertainties and increasing costs when it comes to managing their infrastructure.

To Mike Barrett, Vice President and General Manager of Red Hat Cloud Platforms, the lack of standardization is one of the biggest problems for organizations implementing the discipline. As organizations seek to modernize their virtual environments to meet the demands of the current IT landscape, we realize that none of them are at the same point in their virtualization journey. This creates diversity in the approaches they want to adopt with the solutions provided by Red Hat. Red Hat had to change the way it offered its virtualization solution to accommodate organizations that wanted to use only the Red Hat OpenShift resources focused on virtualization. The Red Hat OpenShift Virtualization Engine and the Advanced Cluster Management for Virtualization allow Red Hat to significantly reduce the cost of the solution to serve these users in their modernization efforts, he said.  

Redefining Virtualization Through a Simplified Approach

The Red Hat OpenShift Virtualization Engine helps maximize the value of these investments by including only essential OpenShift tools and components necessary for virtualization, simplifying operation and improving efficiency. Fueled byRed Hat OpenShift Virtualizationand through the KVM hypervisor used in enterprise data centers and the cloud, the platform can operate on on-premises hardware that supports Red Hat Enterprise Linux, and on supported bare metal services, including AWS bare metal instances. The Red Hat OpenShift Virtualization Engine scales to meet workload demands while providing built-in security features and more consistent performance across the hybrid cloud.

To ease migration efforts, Red Hat OpenShift Virtualization Engine includes an intuitive migration tool—thevirtualization toolkit—, which helps organizations transition from other virtualization platforms, simplifying the migration workflow and helping to reduce downtime while increasing operational continuity. Red Hat also offers theVirtualization Migration Assessmentan interactive workshop with company specialists that assesses the organization's business engines, current state, and the path toward low-risk VM migration.

Additionally, Red Hat OpenShift Virtualization Engine integrates withRed Hat Ansible Automation Platformallowing IT teams to automate large-scale VM migrations along with daily VM management tasks. From this solution, organizations can automate and orchestrate in their virtualized environments and other IT areas for more efficient, resilient, and consistent operations at scale.

Another benefit for customers is positioning Red Hat's partner ecosystem to support Red Hat OpenShift Virtualization Engine with capabilities such as storage solutions, extensive backup and disaster recovery options, and networking tools to simplify deployments and scale to meet modern IT needs.

To unify VM management at scale and limit sprawl, Red Hat is also introducingRed Hat Advanced Cluster Management for Virtualization. Built on the same core functionality and technology as theRed Hat Advanced Cluster Management for Kubernetes, this new solution provides a toolset designed to centralize the VM lifecycle and streamline tasks such as VM provisioning, day-to-day monitoring and compliance, while maintaining greater consistency across an organization’s virtualized estate.

Availability

Red Hat OpenShift Virtualization Engine and Red Hat Advanced Cluster Management for Virtualization are now available, more information on how to get started can be found herehere.

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