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Black Friday 2024: find out where to invest to get ahead in sales

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Black Friday 2024: find out where to invest to get ahead in sales

Scheduled for November 29th, Black Friday, as usual, is expected to generate billions in sales in Brazil and around the world. According to the study "Purchase Behavior and Trends for Black Friday 2024," conducted by Dito with OpinionBox, 68% of the 1,500 people interviewed made purchases during the period.  

Thus, proper preparation for this date is essential, and brands need to adjust their strategies to maximize results. "Planning ahead is essential, as the market becomes increasingly competitive, and consumer expectations for attractive offers grow each year. Companies that anticipate their campaigns can position themselves advantageously to capture a larger share of this discount-hungry audience," emphasizes Rodrigo Tognini, CEO of theSimple Account, Brazilian corporate expense management platform.

Investing in the right channels and strategies can be the difference between success and failure on Black Friday. Automation and data analysis are essential for efficient campaign management. Channels like Google Ads, social media campaigns, and automation platforms play crucial roles. The use of platforms that automate the process, from ad creation to performance monitoring, can save time and increase accuracy in investment decisions.

THEAdSimples, for example, it is a tool focused on optimizing digital campaigns, offering automation and advanced data analysis. With it, it is possible to reduce losses with testing, thereby enhancing the results.

Below are other tips to help you make sales successful during Black Friday:

  • Paid traffic – Paid traffic campaigns, especially through Google Ads and social media, will continue to be one of the main strategies to attract new customers during Black Friday. Investing in paid advertising increases visibility, improves audience targeting, and delivers quick results, allowing brands to keep up with the frantic pace of sales.
  • Omnichannel communication – An omnichannel approach – that is, one that ensures the consumer does not see a difference between the online and offline worlds, integrating them with physical and online stores – allows brands to reach the audience at various touchpoints, offering an integrated experience. This means that companies need to be present and consistent both on online platforms and in physical stores, creating a continuous and effective communication flow between different channels.
  • SEO techniques – Optimizing the website and content for search engines is a powerful way to attract organic traffic. SEO techniques, such as the proper choice of keywords and the production of relevant content, are essential to ensure a good position in search results during the promotion season.
  • Social networks – Social networks continue to be an essential tool for engaging consumers and promoting offers. Interactive content strategies, influencer partnerships, and targeted campaigns are some of the most effective ways to boost reach on social media.
  • Inbound marketing and other channels – In addition to SEO and social media, inbound marketing, which includes strategies such as sending personalized emails, can help attract and retain customers. Other channels, such as affiliate marketing and strategic partnerships, also deserve special attention to diversify investments.
  • Digital influencers – The use of digital influencers can be an excellent way to increase brand credibility and reach during Black Friday. Strategic partnerships with content creators offer an authentic connection with the audience and are an increasing bet for many companies.
  • Hyper-personalized experiences – With consumers demanding increasingly personalized offers, hyper-personalization — using AI and data analysis — becomes an essential tool. Companies that use these resources to create customized experiences are more likely to convert visits into sales.
  • Efficient support – During Black Friday, efficient customer support is crucial to prevent issues that could compromise the shopping experience. A quick and effective service can be the difference between a completed sale and a missed opportunity.
  • Sustainability – Sustainability is gaining strength as a decisive factor for consumers. Companies that incorporate sustainable practices into their campaigns, such as using eco-friendly packaging or offsetting carbon emissions, gain the preference of an increasingly conscious audience.
  • Loyalty programs – Loyalty programs are another major bet for Black Friday 2024. Offering exclusive benefits to loyal customers can help retain consumers and increase sales, encouraging repeat purchases.
  • Strategic partnerships and logistics – Forming strategic partnerships can be a great differentiator for co-marketing and cross-promotions, expanding the reach of campaigns. Furthermore, efficient logistics and good inventory management are crucial to ensure that products are delivered on time.
  • Technology and automation – Automation remains a key element in the success of Black Friday campaigns. Emerging technologies, such as chatbots, CRMs, and marketing automation platforms, improve efficiency and enable real-time campaign management. Vendors can also benefit from technology in analyzing consumer behavior and adjusting strategies based on this data to maximize results. Analysis tools help monitor campaign performance and make quick adjustments to boost conversions.

Tognini emphasizes that financial tools, such as the Simple Account, are important allies in managing expenses during large-scale campaigns like Black Friday. "They help organize and control costs, allowing for better resource allocation. Here, we offer efficient solutions for cost centers and centralized financial control," he concludes.

Brazil could surpass 100 million online shoppers by 2026

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Brazil could surpass 100 million online shoppers by 2026

The Brazilian Association of Electronic Commerce (ABComm) estimates that the number of online buyers in Brazil will exceed 100 million by 2026. Furthermore, the Brazilian e-commerce sector is forecasted to generate R$ 277 billion in revenue by 2028. These projections show an upward trajectory for the increase in the average ticket, which is the average value of sales over a period.

With the favorable dynamics in e-commerce, entrepreneurs should pay attention to the main trends in global retail. "This is one of the historic moments in which we have the greatest chances to anticipate the future, observing trends emerging in other countries that end up influencing Brazil. The Brazilian consumer is highly engaged with new technologies and innovative practices, especially in the digital environment," highlights Marlon Freitas, founder and CMO of Agilize Online Accounting, a pioneer in the sector in Brazil.

Freitas also emphasizes that customer loyalty is essential for the evolution of e-commerce. "We live in a volatile world where trends emerge and disappear quickly. In this context, many retailers are investing in building long-term relationships with their customers by offering a human and personalized experience through technology. Using creativity, it is possible to tailor service to each consumer's needs, creating a closer and more meaningful connection," explains the businessman.

The digital environment offers numerous conveniences for consumers, such as the convenience of shopping without leaving home, a wide range of products, and the ability to compare prices quickly and efficiently. E-commerce platforms are increasingly integrated with various payment solutions, such as digital wallets and easy installment plans, making the purchasing process more accessible for different performances.

Another important aspect in the Brazilian scenario is the use of WhatsApp as a sales channel. "In several stores, WhatsApp already surpasses traditional methods as the main means of interaction and closing sales. All the technological tools are already available; it is up to the entrepreneur to use them creatively and effectively to achieve the desired results," complements Freitas.

How to deal with seasonality

Various sectors of e-commerce face demand fluctuations throughout the year, especially during seasonal periods such as holidays. Therefore, seasonality directly impacts the revenue of many companies and should be considered in planning strategies. "The retailer needs to expand their knowledge, use the right tools, and choose good partners who help grow sustainably. Managing these natural market movements well is essential," he emphasizes.

For the CMO of Agilize, preparation for these variations involves proper planning, robust cash flow, and identifying opportunities that arise during these periods. "Projections of opportunities or threats should be made broadly, regardless of each business's situation. Proper preparation prevents frustrations and ensures that the entrepreneur can make the most of high-demand periods," concludes the executive.

Black Friday – JetSales Brasil: platform offers automation solution that promises to increase sales on Black Friday

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Black Friday – JetSales Brasil: platform offers automation solution that promises to increase sales on Black Friday

Recent studies have favored expectations for Black Friday in 2024. Known as the best Friday of the year for retailers, the upcoming edition is estimated to reach R$ 7.6 billion – a 10% increase compared to last year – according to a Haus survey.Considering the importance of applying competitive advantages in the sales process to boost revenue during this period and all the other 364 days of the year, Jetsales Brazil has developed a sales and customer service automation platform integrated with WhatsApp, Instagram, and Facebook.

With tools like JetSender and JetGo!, the corporation helps small and medium-sized businesses boost sales and improve customer service, maximizing business opportunities during discount season and fostering long-term relationships between brand and consumer.

The JetSender platform allows for mass sending and enables users to create and send personalized marketing campaigns to multiple contacts at once. With advanced targeting and scheduling features, the brand can maximize the impact of its actions and significantly increase conversion rates. JetGo offers customization and automation in interactions, aiming to ensure quick responses 24 hours a day, 7 days a week.

SecondDaniel Ferreira, commercial director at JetsalesThe use of automation systems is essential for companies to stand out during Black Friday, as it ensures assertive communication that results in transforming leads into potential customers. With the increasing digitalization of the market, it is essential for organizations to be prepared to meet consumer needs quickly, especially during high-demand dates. Assertive communication is crucial to ensure the continuation of the purchase process and lead to completion. When the approach is objective and personalized, the customer feels valued and confident to proceed with the transaction. This reduces the chances of cart abandonment.

The platform still offers advanced features that allow you to perform remarketing funnels and serve leads from social media and offer promotions, all in a single environment. With the ability to schedule messages, send payment links, and monitor campaign performance, brands have access to a powerful competitive advantage.

According to Lucas Carvalho, partner and CTO of Jetsales BrasilProcess automation represents an improvement in companies' sales performance. With our platform, brands can automate repetitive tasks, such as sending follow-up messages and managing orders, freeing up time and resources to focus on growth strategies and customer loyalty.

Jetsales Brasil also offers support functions, such as integration with chatbots and centralized conversations, facilitating communication and issue resolution. On Black Friday, it is common for a high volume of inquiries to arise. Our platform provides efficient management of interactions, ensuring customer satisfaction. With fierce competition, companies need to stand out beyond attractive discounts and offer an exceptional shopping experience. Effectively serving consumers on any social media platform is one of the best ways to achieve this.Ferreira stands out.

Black Friday: is it still worth participating?

Larissa Lopes
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Black Friday: is it still worth participating?

I will wait for Black Friday to buy that product I want. For a long time, this phrase was frequently spoken by the population, who eagerly awaited this time of year to purchase items at a price lower than usual. However, for some time now, the market has been noticing a certain frustration among consumers, who have been encountering offers that are not very attractive or even products advertised as "discounted," but which still have the same prices as in other periods of the year. So, is it still worth participating in Black Friday? If your company knows how to prepare itself, definitely.

The growing wave of interest during this period that Brazil had been experiencing in recent years declined in 2023, a year that recorded sales below expectations. What was seen here last year was a weaker movement by brands regarding the promotion of offers, which can significantly influence a lower consumer interest in buying.

According to Google data, as proof of this, in June 2023, 66% of consumers aimed to make purchases on Black Friday. However, of these, only 54% actually made a purchase, in addition to 44% who bought less than they had initially estimated. Of course, there are several reasons that impacted this decline – but, among them, the issue of false offers has certainly been one of the worst mistakes made by companies, which end up advertising discounts on their products at the same prices they are usually sold for.

It is common for companies not to plan for an imminent increase in sales during this period, which results in stock shortages and consequently a poor customer experience, with customers ending up purchasing something that cannot be delivered or with delivery times that are too long. A huge lack of care in the entire transportation logistics, which fails to keep up with this high demand.

Although many customers have developed a quite negative perception of Black Friday, it is still considered an excellent time to boost sales, regardless of size or sector. Besides, of course, being a great opportunity to increase their market presence, since people are inclined to buy new products from new brands.

In the case of companies that are not necessarily retail or B2C sales, they do not need to limit themselves to offering special packages only on the date, but also throughout the entire week or even the whole month. It is possible, for example, to offer discounts on some services, form partnerships, or boost sales for companies that serve the end customer. There are several possibilities to enjoy this time with positive results.

For this, careful and提前 planning can contribute to these achievements and minimize all the problems pointed out earlier. In practice, he needs to involve considerations such as calculating the necessary stock to meet the increased demand during the period, ensuring that products are sold and do not accumulate in inventory after the date; organizing the store, whether online or physical, to accommodate the higher flow of customers; and defining the best delivery process for the product to the customer, thus avoiding delays and frustrations.

If questioned: which products do I want to sell on Black Friday? What items do customers usually buy during this time? How are my competitors planning for this date? Does my company have the technical capacity to accommodate more accumulated customers in the same period, ensuring a good experience for them on their journey? Do I need to strengthen my team? Can the payment methods used handle a high volume? Which communication channels should I use to promote my promotions (social media, emails, SMS, RCS)?

It may seem like a lot, but the answers to all these questions will provide a comprehensive and complete analysis of your company's capacity and what adjustments need to be made to reap mature benefits on Black Friday. After all, it still remains an extremely advantageous date for brands of all sizes and segments, as long as they know how to prepare themselves to stand out and ensure a good reputation with their current and future customers.

75% of Brazilians agree that online betting should be more transparent about transactions

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75% of Brazilians agree that online betting should be more transparent about transactions

A recent study conducted with over 800 participants in Brazil by Zimpler, a European company that offers secure payment solutions, concluded that a significant majority (75%) agree that online betting sites should be more transparent about fees and transaction costs. Most of them also prefer virtual payment methods for greater convenience in their user experience with online betting sites.

In Brazil, 37% of people who place online bets choose the platform based on its recognition, and 33% opt exclusively for sites that are complying with legal obligations. In addition to standing out for the substantial size of its market in financial turnover, Brazil also stands out for the responsibility of bettors in the frequency of betting activities.

“In Brazil, it is essential to have a payments platform that can adapt to complex or changing regulatory environments, especially in a sector as competitive as online gambling. Zimpler’s advanced payments platform, together with its specialized fraud prevention team, has already proven its worth in the European gambling market. This experience can be extremely valuable at a crucial time of growth for the gaming sector,” said Johan Friis, co-founder and Head of iGaming Sales at Zimpler.

Another point to consider is the technology and the trust that Zimpler provides to the Brazilian market: 34% of study participants agree that European companies generate more trust than domestic companies. It is estimated that there are 22 million bettors in Brazil and that the average spending of most of them is between R$ 50 and R$ 100. Companies that do not implement a frictionless payment experience could be losing up to R$ 682 million in revenue if users do not feel comfortable on the site.

According to statistics from the Central Bank of Brazil, Pix transactions will continue to grow month by month until 2024, surpassing 5 billion transactions per month. This trend is reflected in the recent study conducted by Zimpler, which shows that Pix leads with over 80% preference for payments and deposits on betting sites.

“Brazil is becoming a model of evolution in terms of financial revolution, and that is why the growth opportunities are significant. The Pix method offers great advantages as well as responsibilities when providing it to customers. Bettors do not like being redirected to another landing page when making deposits or payments and encounter potential issues with this page transition. Ensuring that the payment flow is continuous and unobstructed creates a more pleasant user experience and adds value to the company’s brand”, concluded Friis.

Brands are betting on sustainable rebranding as a strategy to win over new consumers

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Brands are betting on sustainable rebranding as a strategy to win over new consumers

Companies that invest in sustainability are discovering that rebranding can attract consumers willing to pay more for environmentally friendly products. However, amidst branding trends, experts warn: a strategy is needed that goes beyond a simple packaging or logo change.

According to a Capgemini survey, 79% of consumers prefer to buy products from brands with sustainable practices, and 44% say they would be willing to pay up to 20% more for these products. Large brands like Natura and Danone have already recognized this change in behavior and are investing heavily in sustainable practices that go beyond simple marketing communication, restructuring their internal processes.

SecondAna Celina Bueno, marketing specialist, partner and founder ofCommunication AccessCoherence is essential for the strategy to work. "The company that associates sustainability with its product or service needs to integrate these values into all its actions. It's not enough to have recyclable packaging or to use impactful words. the consumer is attentive and, if they realize that the discourse does not match the practice, trust is lost," explains Ana Celina.

Where to start with a sustainable rebranding

The increase in consumers' willingness to pay more for green products is reflected in examples like L'Oréal, which reformulated its beauty product lines to reduce carbon footprint and promote recyclable packaging. The brand saw an increase in demand for these sustainable lines, showing that when authenticity is present, rebranding becomes a competitive advantage.

ToRodney Torres, Creative Director ofCommunication Access, the new consumer priorities reflect this change in mindset. "Today, the consumer does not see the price of a sustainable product as an expense, but as an investment in a better future. Brands that understand this transformation are one step ahead in the market," comments Rodne.

He led the creation of the group's most recent campaign. The proposal uses the narrative "The Future Started Yesterday" to connect its past, present, and future actions, highlighting pioneering in socio-environmental practices. In cases of rebranding, the work is even more in-depth, altering the most basic structures of a brand's identity to convey purpose and reliability.

Rebranding is about identity and connection

Many companies, when opting for a redesign of their brands, make the mistake of focusing only on new colors, logos, and packaging with environmental seals. Although these changes are important, they must be accompanied by clear and educational communication.

A study by Harvard Business Review shows that consumers are more informed but still have difficulty understanding the true importance of labels like Fair Trade or Rainforest Alliance. This highlights the need to educate the public about what each certification represents.

For companies looking to invest in sustainable rebranding, the path is clear. Transparency, education, and consistency are the pillars that can turn a simple brand renewal into a growth boost.

Survey of IT executives points to Generative AI as a key driver of cloud investment

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Survey of IT executives points to Generative AI as a key driver of cloud investment

A Wipro Limited, a technology and consulting services company, announced thePulse of Cloud Report 2024, highlighting the evolving dynamics of cloud adoption and Artificial Intelligence across various sectors of the global market. The survey was conducted with more than500 senior executives and directorsin the areas of IT, finance, and operations – all involved in decision-making regarding cloud adoption and AI. Your companies are medium and large-sized in America and Europe, andact in banking and financial services, manufacturing, retail, healthcare, energyandpublic services. 

Research reveals the impact of AI on cloud investments, withmore than half (54%) of organizationssearched citing this technology as the main driver of their cloud investments. Furthermore,more than half of those interviewedindicate thatare increasing investments in hybrid cloud (54%)andpublic (56%). And while the majority of respondents (55%) say their cloud adoption is currently outpacing their AI adoption,more than a third (35%)states thatare advancing both technologies simultaneously.

Research Highlights:

  • Cloud investment is increasing:54% of organizations plan to increase hybrid cloud investments and 56% plan to increase public cloud investments.
  • Cloud adoption continues to outpace AI adoption:the majority of organizations (55%) report that their cloud adoption is ahead of their AI adoption, while 35% say they are moving at the same pace with both technologies.
  • AI and Generative AI are driving cloud investment:54% of organizations cite AI or Generative AI as the top driver of cloud investment, peaking in banking (62%), manufacturing (61%) and retail (55%).
  • Hybrid cloud is dominant:60% of organizations report using hybrid cloud, reflecting the need for flexible solutions that balance on-premises and public cloud services.
  • Focus on cloud cost management:54% of respondents report using utilization analytics and automation tools for cost management.
  • Interest in unified cloud cost management is growing:59% of organizations, 75% of them in the banking and finance sectors, now have a unified strategy, indicating a more mature approach to cloud management.

The report also reveals the growing focus on cloud cost management, with54% of organizations using usage analytics and automation tools for cost managementand59% now using a unified cloud management strategy.

AI and Generative AI are firmly established as key drivers for the cloud across all sectors, reflecting their position as the transformation platform to enable future innovation and competitive advantage. "This trend is expected to continue strongly influencing cloud adoption and investment strategies in the coming year, as leading companies continue to migrate data, build LLMs, and adopt AI tools/applications that require cloud infrastructure. At the same time, companies will remain under pressure to keep their cloud costs under control," explainsWagner Jesus, country head da Wipro no Brasil.

“As businesses rethink their infrastructure to reap the benefits of AI, they are also seeing increasing value in adopting a cloud economics approach. Our research shows that as data migration and the adoption of AI-related applications increasingly drive cloud investment, unified cost management strategies are also growing in importance,” he concludes.Jo Debecker, Managing Partner e Global Head da Wipro FullStride Cloud.

Access the “Pulse of Cloud Report 2024” complete.

Gartner predicts the top 10 technology trends that will be prominent in 2025

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Gartner predicts the top 10 technology trends that will be prominent in 2025

THEGartner, Inc. announces its list ofTop 10 Strategic Technology Trendsthat companies should explore in 2025.

“The year’s top strategic technology trends encompass the imperatives and risks of Artificial Intelligence (AI), new frontiers of computing, and the synergy between humans and machines,” saysGene AlvarezVice President and Analyst at Gartner. Keeping up with these trends will help IT leaders shape the future of their companies with responsible and ethical innovation.

The main strategic technology trends for 2025 are:

AI Agent:Agentic AI Systems (Artificial Agent Intelligence) plan and take actions autonomously to achieve goals set by users. Agentic AI offers the promise of a virtual workforce that can alleviate and enhance human work. Gartner predicts that by 2028, at least 15% of daily work decisions will be made autonomously through Agentic AI, compared to 0% in 2024. The goal-oriented capabilities of this technology will deliver more adaptable software systems, capable of performing a wide variety of tasks. Agentic AI has the potential to fulfill the desires of CIOsChief Information Officers) to increase productivity throughout the company. This motivation is leading both companies and suppliers to explore, innovate, and establish the necessary technology and practices to deliver this intelligence in a robust, secure, and reliable manner.

Artificial Intelligence Governance Platforms:The platforms ofgovernanceof AI are part of theframeworkin the evolution of trust, risk, and security (TRiSM) management of Gartner's Artificial Intelligence, which enables companies to manage the legal, ethical, and operational performance of their AI systems. These technological solutions have the capacity to create, manage, and implement policies for the responsible use of Artificial Intelligence, explain how AI systems work, and provide transparency to build trust and accountability. Gartner predicts that by 2028, companies implementing comprehensive AI governance platforms will experience 40% fewer ethical incidents related to AI compared to companies that do not implement these systems.

Security against Disinformation:A securityCountering disinformation is an emerging technology category that systematically discerns trustworthiness and aims to provide methodological systems to ensure integrity, assess authenticity, prevent falsifications, and track the dissemination of harmful information. By 2028, Gartner predicts that 50% of companies will begin to adopt products, services, or features specifically designed to address security use cases against disinformation, compared to less than 5% today. The wide availability and advanced state of Artificial Intelligence tools andMachine Learning(machine learning) being used for malicious purposes should increase the number of disinformation incidents targeted at companies. If this is not controlled, misinformation can cause significant and lasting damage to any company.

Post-Quantum Cryptography:Post-quantum cryptography offers data protection that is resistant to the decoding risks of quantum computing. As developments in quantum computing have advanced in recent years, it is expected that several types of widely used conventional cryptography will become obsolete. It is not easy to change cryptographic methods, so companies should prepare in advance for robust protection of all sensitive or confidential information. Gartner predicts that by 2029, advances in quantum computing will render most conventional asymmetric cryptography insecure for use.

Environmental Invisible Intelligence:Invisible environmental intelligence is enabled by smart tags and ultra-low-cost, small-sized sensors that provide large-scale tracking and sensing at affordable prices. In the long term, invisible environmental intelligence will enable a deeper integration of sensing and intelligence into daily life. Until 2027, the first examples of the technology will focus on solving immediate problems, such as inventory verification in retail or logistics of perishable goods, by enabling real-time, low-cost tracking and detection of items to improve visibility and efficiency.

Energy Efficient Computing:IT impacts YOUsustainabilityin various ways, and in 2024, the main consideration for most IT organizations is their carbon footprint. Computationally intensive applications, such as artificial intelligence training, simulation, optimization, and media rendering, are likely to be the biggest contributors to companies' carbon footprint, as they consume the most energy. It is expected that, from the late 2020s, several new computing technologies such as photonics, neuromorphic, and new accelerators will emerge for specific tasks like AI and optimization, which will use significantly less energy.

Hybrid Computing:New computing paradigms continue to emerge, including central processing units, graphics processing units, edge (edge), application-specific integrated circuits, neuromorphic, and paradigms of classical and optical quantum computing. Hybrid computing combines different mechanisms of computing, storage, andnetworkto solve computational problems. This computing format helps companies explore and solve problems, enabling technologies like Artificial Intelligence to surpass current technological limits. Hybrid computing will be used to create highly efficient, transformative innovation environments that operate more effectively than conventional ones.

Spatial Computing:Spatial computing digitally enhances the physical world with technologies such as augmented reality and virtual reality. This is the next level of interaction between physical and virtual experiences. The use of spatial computing will increase companies' effectiveness over the next five to seven years through streamlined workflows and enhanced collaboration. Gartner predicts that by 2033, space computing will grow to $1.7 trillion, compared to $110 billion recorded in 2023.

Polyfunctional Robots:Multifunctional machines have the ability to perform more than one activity and are replacing robots for specific tasks, which are designed to execute a single initiative repeatedly. The functionality of these new robots improves efficiency and provides a faster return on investment (ROI). Multifunctional robots are designed to operate in a human world, enabling quick implementation and easy scalability. Gartner predicts that by 2030, 80% of humans will interact with intelligent robots daily, compared to less than 10% today.

Neurological Enhancement:Neurological enhancement improves human cognitive skills using technologies that read and decode brain activity. This technology reads a person's brain using unidirectional brain-machine interfaces or bidirectional brain-machine interfaces (BBMIs). This has enormous potential in three main areas: human enhancement, next-generation marketing, and performance. Neurological enhancement will improve cognitive skills, enable brands to know what consumers are thinking and feeling, and increase human neural capacities to optimize results. Gartner predicts that by 2030, 30% of knowledge workers will be augmented and dependent on technologies like LLMs (funded both by employers and themselves) to stay relevant with the rise of Artificial Intelligence in the workplace, compared to less than 1% in 2024.

The main strategic technological trends of 2025 highlight those that will cause significant disruption and create opportunities for CIOs and other IT leaders in the next 10 years. Gartner clients can read more in the Special Report“Top Strategic Technology Trends for 2025.”

Uruguayan startup arrives in Brazil and expects to earn US$13 million by the end of the year

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Uruguayan startup arrives in Brazil and expects to earn US$13 million by the end of the year

The Uruguayan startup OnePoint and the Mexican Nudos decided to join forces and launch Bord: a technological platform dedicated to facilitating access to online work. A Bord, launched in December 2023 in the Brazilian market, arrives with the diferencial of offering solutions for companies seeking comprehensive management with remote teams.

With the increase in remote work, especially after the Covid-19 pandemic, many corporations had to adapt quickly. Meanwhile, dealing with logistics in equipment purchasing, IT management, and hardware support for employees is often not an easy task. Therefore, Bord offers services that simplify this process.

The startup's advanced technology uses a single intuitive platform to provide comprehensive solutions with the One Stop Shop – or Single Service Counter – and offers specialized support ranging from sending digital devices, assembly, deployment, theft or robbery coverage, to deactivating devices for employees in the Latin territory. Furthermore, the company is able to simplify the entire process by consolidating suppliers and payments in one place, making it easier for those interested in hiring the services.

Currently, Bord expects to end 2024 with a turnover exceeding 13 million dollars and already records an average monthly growth of 5.5%. In the first few quarters of this year alone, the expansion exceeded 61%, while the user base of the services grew by 52%. In 2023, the company generated an average of US$ 1.2 million just in Brazil.

Even in a short period of operation, the corporation already has a portfolio of over 200 high-level clients, including startups, as well as multinational companies recognized in the innovation and technology sectors—both Latin American and foreign companies operating in Latin America. The Board has physical operations and warehouses in Argentina, Uruguay, Ecuador, Mexico, Colombia, Chile, Peru, Paraguay, and Brazil, consolidating the strategy to focus 100% on LATAM alongside strategic partners from the United States, Europe, and Asia.

Another major differentiator relates to the broad reach. The startup not only handles onboarding and offboarding for major metropolitan areas but also offers equipment delivery, software provisioning, and IT support for less accessible locations.

Looking at a near future, Bord executives expect to double revenues in 2025 and triple them the following year, consolidating their presence in the different locations where they operate and using the Go-to-Market (GTM) strategy in search of market fit—or market adjustment—for their products."We are very happy to be able to explore the Brazilian market, which represents such a fertile environment for businesses like ours. We have a great outlook on the future and Bord's performance in the country," he states.Christian Wilkins, co-founder and CFO of Bord. 

What is innovation within the innovation market?

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What is innovation within the innovation market?

According to the dictionary, the word 'innovate' means 'to introduce novelty into; to do something as it was not done before'. And what would be new in the Brazilian innovation market beyond applied technologies? The decentralization of investments. To give an idea, only 32% of technology innovation businesses led by Black people received funding – according to a study conducted by BlackRocks Startups in partnership with Bain & Company.

Identifying and valuing startups led by black people, who think about everything from high-tech solutions like AI and deeptechs to those that solve urgent problems for the black and peripheral population, would give investors and investment funds access to an audience that, according to a survey carried out by IBGE, generates around R$1.46 trillion in the economy, a number greater than the consumption data for the entire Brazilian “A” class.

“In recent years, we have seen not only the emergence but also the growth of startups founded by black people in Brazil. We are increasingly seeing this type of entrepreneurial person using technology to scale solutions and results in relevant markets and, often, in blue ocean markets,” explains Daiane Almeida, who has a master’s degree in science, is a strategist and business designer who works in the creation and development of startups.

Another alarming fact is that in our country, where 55.5% of the population is black, only 25.1% of startup entrepreneurs are black and brown, according to data collected in the study 'BlackOut – Mapa das Startups 2021', a number that indicates that if the Brazilian population were represented in the innovation ecosystem, the number of black startups should be at least double what is currently registered.

In addition to the private sector, the public sector also has its role, with the creation of specific public policies that encourage the development of innovation ecosystems for Afro-entrepreneurs, focusing on entrepreneurial education, support infrastructure, and tax incentives. "The market has realized that Black entrepreneurs leading startups are building significant businesses and that supporting them is strategic and profitable, both through programs and investments," points out Daiane.

Advances and achievements

Despite these challenges, there are significant advances. BlackRocks Startups, Ginga Afrotech Hub, and Google for Startups, with the Black Founders Fund Brazil, are examples of initiatives that aim to support Black entrepreneurs. And we have already seen results from these programs. Uppo, a corporate benefits startup, managed to raise over 1 million in just 3 weeks through the Eqseed platform. We are also seeing Black-owned startups on lists of promising and expanding businesses, such as MuvRental and Biti9, points out Daiane.

Highlighted areas and opportunities for investment

BlackRock's mapping shows that Black startups are predominantly in the education, health, and finance sectors, with others growing in e-commerce, technology, and tourism. This scenario offers valuable opportunities for investors seeking social impact and financial return, especially in startups that address the specific needs of Black and peripheral communities, often underserved by the traditional market.

Inspiration for new entrepreneurs

The trajectory of successful startups led by Black people reinforces that Black entrepreneurship has immense potential and inspiring stories. These examples can serve as beacons for new Afro-entrepreneurs, who find in the startup ecosystem a space for innovation and transformation, with the possibility of achieving sustainable growth and recognition.

One of the most interesting aspects is seeing how these businesses are developing solutions for markets that are sometimes not profitable for the existing companies, such as TrazFavela, a logistics and delivery service for the peripheral regions of Salvador, and Diáspora.Black, a platform focused on promoting black culture, explains the business strategist. "Another aspect is how they manage to build communities around their businesses, ensuring brand relevance and customer engagement, which are essential for the success of companies in the world we live in today," he highlights.

This combination of challenges, achievements, and potentials offers a rich landscape for investors and entrepreneurs committed to diversity. Furthermore, it proves that the consumption of the black population is a little considered and explored territory, but the data and the entrepreneurial movement show that there are many opportunities for those willing to collaborate with the innovative solutions needed for the economic and social development of these areas.

Therefore, it is important, when thinking about innovation leadership in a broader sense, to strengthen businesses originating from or designed for Black communities, and to understand the specific dynamics of this consumer market and the supply chain so that they can generate a significant impact on the national economy.

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