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Alelo e Lucy lançam plataforma de marketing digital para PMEs

E-Commerce Uptate
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Alelo e Lucy lançam plataforma de marketing digital para PMEs

A Alelo, empresa especialista em benefícios, gestão de despesas corporativas e incentivos, líder do mercado, se une a Lucy, plataforma de automação de marketing com inteligência artificial, para anunciar uma parceria estratégica. Trata-se da oferta de uma plataforma de marketing digital especialmente desenvolvida para PMEs de todos os setores no país. A colaboração busca democratizar o acesso ao marketing digital, ao oferecer uma ferramenta que facilita e automatiza a criação de campanhas e materiais de marketing. Com isso, pequenos negócios poderão atrair mais clientes e gerar mais vendas, mesmo sem conhecimentos profundos de publicidade.

Por meio da iniciativa, o empreendedor ou administrador poderá elaborar, de forma simplificada, estratégias de marketing de alta performance e criar materiais digitais de comunicação para apoiar essa divulgação, tais como posts, anúncios, sites, cardápios, entre outros conteúdos. A expectativa é impulsionar os negócios dos clientes de Alelo, que atualmente tem mais de 150 mil empresas-clientes e 1 milhão de estabelecimentos comerciais.

“A plataforma permitirá a gestão e autonomia em marketing de negócios de todos os tamanhos, principalmente os pequenos e médios, que agora podem fortalecer sua presença digital e atrair clientes com estratégias eficazes. E como qualquer serviço oferecido pela Alelo, é de fácil acesso, sem burocracia e bem prático, buscando simplificar a vida do empreendedor”, destaca Marcio Alencar, CEO Interino e diretor de Negócios, Marketing e Estratégia Digital da Alelo.

Não há exigências técnicas ou barreiras complexas para o uso – basta o usuário ter interesse em utilizar as soluções da ferramenta oferecida para expandir seu negócio. Estabelecimentos comerciais que possuem relacionamento com a Alelo têm direito a planos especiais, facilitando ainda mais o acesso aos recursos.

“Com Lucy, as empresas podem facilmente criar sites, postagens em mídias sociais, anúncios online e campanhas de marketing por e-mail. A plataforma oferece recursos como suporte de IA para gerar conteúdo, modelos prontos e campanhas automatizadas, que permitem que qualquer pessoa crie materiais de marketing profissionais. As empresas que usam Lucy relatam um aumento médio de 20% no tráfego online e 15% nas vendas”, destaca Alberto Weisser, CEO da Lucy.

A expectativa é impulsionar o mercado, garantindo que mais empresas possam aderir a essas soluções para escalar seus negócios.

Half of executives are outside LinkedIn: what are the risks?

Ricardo Haag's
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Half of executives are outside LinkedIn: what are the risks?

Being disconnected, in the face of an increasingly digital market, seems unlikely, but it is the reality of half of executives. Recent data released in a survey of FGV identified that 45% of CEOs are outside LinkedIn, social network with the largest presence of C-suite executives with professional profiles 5 something extremely harmful to the achievement of future opportunities and a positive progression of their careers.

Still according to the study, only 5% of the CEOs analyzed are highly active on LinkedIn, with more than 75 posts per year. The others end up appearing sporadically on the social network, something that certainly can compromise their prominence and attraction before better positions. After all, this platform is today considered one of the largest global showcases in the market, functioning as a worldwide database, alive and constantly updated, optimizing and streamlining the recruitment of professionals.

In terms of employability, the social network functions as an active curriculum, where it is not necessary to necessarily make frequent posts on the guidelines of its branch, but where it is necessary to highlight their experiences, greater achievements and professional goals. Who is not seen there, consequently, will hardly enter the radar of recruiters who use the platform to seek candidates adherent to the desired profile for a particular vacancy in question.

LinkedIn itself shared that 65% of Brazilian users use the network to apply for jobs, in addition to being considered, for 1⁄4 of the national population, the main tool of the market for this function. In this sense, it is strategic, on the part of executives, to keep their resumes updated on the network, so that they enter the radar of recruiters and can stand out for opportunities that bring them greater achievements for their career advancement.

A good curriculum in this network needs to be always up to date, highlighting not only which positions it has held and the correct dates of how long it has remained in each, but which were its largest and best deliverables, highlighting its career projections and which path it is building for this. This information should be consistent with professional aspirations, avoiding frustrations when applying for positions that do not have the experiences or skills necessary to fill it.

Ensure that your profile is complete and consistent with your desired trajectory and goals, so that when recruiters search for talent adhering to what is expected, they can find your page through keywords related to what is included in your resume. After all, proven experience will be crucial in analyzing the skills sought and assessing the compatibility between the company and the candidate in question.

But instead of just waiting for these contacts, a good professional is proactive in the search for his career desires. He should go after the positions he considers relevant to his goals and apply, and not wait for them to run to him. This is a behavior that will certainly bring an attractive differential for his prominence and chances of winning the vacancy offered.

If, even in the face of these cares, you do not observe any return or positive call, the ideal is to resort to the guidance of a specialized consultancy that identifies the problem and can help you stand out before future opportunities. Chances will not be lacking in this network that grows more and more in the market, which can not be neglected by those who crave an even greater prominence in their careers.

Brazilian e-commerce loses up to R$ 150 billion per year with payments denied, and retail adopts facial biometrics as a solution

E-Commerce Uptate
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Brazilian e-commerce loses up to R$ 150 billion per year with payments denied, and retail adopts facial biometrics as a solution

Brazilian e-commerce loses, every year, between R$ 120 and R$ 150 billion in payments denied in transactions with credit cards not present. This does not occur due to lack of demand, or supply problems, but due to a structural failure in the validation of the identity of customers in the online environment. Data from Abecs, Brazilian Association of Credit Card Companies and Services, show that in 2024, the online payments market moved R$ 1 trillion, and data from Unico show that, of this total, between 10% and 15T are denied purchases with fraud.

Traditional anti-fraud systems, based on risk analysis models and some behavior patterns, often fail to differentiate some legitimate customers from fraud attempts.The impact is direct on retailers' revenue and, especially, on the experience of consumers, who often have their payments denied without justification, even presenting correct data and active card.

In this context, a Unico, identity validation network, presents at VTEX Day 2025 a IDPay, technology that has transformed facial biometrics into a revenue growth and security engine for e-commerce. The solution combines identity authentication through a robust network of data, artificial intelligence and behavioral information to validate high-risk online purchases with credit card. Present in four of the five largest banks in Brazil and in more than 50 brands and retailers, Unico IDPay allows financial institutions to approve payments in e-commerce that would be denied by traditional methods.

The impact of this transformation is visible. Since its launch in May 2023, Unico IDPay has already safely approved more than R$ 11 billion in sales that would be lost if only traditional methods of antifraud and risk analysis were used. Currently, the solution already approves more than R$ 1.3 billion in transactions per month. These results are even more expressive in the main retail peaks. On Mother's Day 2025, for example, the transactions approved by the platform grew 582% over the same period of 2024 RTP 24 million, jumping from 24 to 24 million RTP 24.

This impact generates direct benefits in the results of large retailers. During Black Friday and Cyber Monday 2024, two of the largest retail groups in Brazil recorded an average growth of 75% in the volume of validated transactions, with an increase in GMV of up to 359%. In calendar months, the scenario is also confirmed: “ we recovered more than R$ 340 million from January to April 2025 in purchases that could not have happened if we had not invested in improving the consumer experience and reducing economic losses”, Casas Vital Leiteiras executive de Solutores de Leite.

One of the reasons that increase the secure approval rate of Unico IDPay, and consequently increase the margin of business, is the integration of facial biometrics directly into the purchase flow, without redirections or additional steps, which reduces cart abandonment, and also significantly improves the consumer experience at the time of payment. Unlike traditional models, based on assumptions and probabilities, identity validation, along with the real-time connection with banks and card issuers, ensures that those who are buying are, in fact, the cardholder, eliminating the uncertainties and friction that both harm e-commerce.

“A identity validation is no longer a barrier against fraud.It has become the engine that ensures trust, security and growth in Brazilian e-commerce. When we transform identity into a business asset, the result appears at the tip: more sales, less friction and more trust for consumers and companies”, explains Paulo Naliato, Chief Growth Officer at Unico.

New validation standard

Unico IDPay's efficiency is based on the network effect of Unico's own technology, present in more than 23 sectors of the Brazilian economy.When a customer makes a purchase, it has already been previously validated in other digital environments, which allows biometrics to act deterministically and accurately in confirming identity. “When we validate with IDPay, we ensure that that that person is who they say is”, says the executive.

“This way, the lack of recurrence in e-commerce ceases to be an obstacle. Sometimes, a payment is denied because it escapes the usual behavior of that person IS for a higher value, an item, time or different store. If this customer falls into a probabilistic model, which tries to guess the risk, has much more chance of being barred. The deterministic model of Unico, eliminates doubt, brings more security and improves the results for all involved”, concludes Naliato.

ServiceDate: 2 And 3 June 2025
Location: Sao Paulo Expo – Rodovia dos Imigrantes, 1.5 km — Vila Agua Funda
Stand D7
Booth activation: Interactive experience that runs through the consumer journey in different scenarios of non-presential card purchase (such as credit card, payment link and purchase with third party card 'DO, highlighting the benefits of Unico IDPay at each stage. The space will feature real-time demonstrations and presentation of customer cases such as PagBank, Cielo, PagPlan, Exchange and Casas Bahia.

End of deja vu in retail: technology, creativity and purpose mark a more active and protagonist performance

Eloi Assisi
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End of deja vu in retail: technology, creativity and purpose mark a more active and protagonist performance

Have you had that deja vu in the context of retail? That sensation of “I've seen it before...”?Say, the repetition of formulas or strategies to attract the consumer has become increasingly common, which may end up having rebound effect: to drive away the consumer.Brazilian retail is constantly changing, driven by technological and behavioral changes that require new approaches.Marked by continuous growth, the sector has registered a high of 4.7% in 2024, being one of the largest indexes recorded since 2012.But to keep developing, we need to look beyond the obvious.It is not just about adopting new-value, but also about integrating-value, it is about the business, but also about creating new-value, it is about the strategic way of the business, and creating-to-to-to-to-enterprise, it.

For example, one of the biggest challenges is the hyperpersonalization. It has been the subject of several forums and debates in the retail sector. But here I need to take a provocative stance and bring the question: are we not exaggerating a little? In my opinion, it is time to step a little on the brake and take it easy. With so much consumer-specific information, brands can take on a role practically of stalkers of customers, in a way sort of “creepy” who knows every step, every taste and listens to every conversation to offer the product minutes later in an online ad, leaving aside consumer privacy.

We want to offer a unique experience, but without seeming invasive. In my view, the key is to balance data collection and analysis with transparency and respect for people's privacy. Virtual assistants based on artificial intelligence, such as Personal Shoppers, can be a path to the answer, since they offer personalized recommendations according to what the consumer himself wants to know, answering questions and guiding him in a unique buying journey, learning from interactions and respecting their limits without seeming invasive.

While I say to be careful with the aggressive use of people's data, I also say: who is not using data for retail management, I regret to inform, is late. Analyzing sales history or predicting behaviors is the minimum, which should already be the basics in everyday retail. Now, I retail data it's the name of the game! Imagine scheduling actions with surgical precision, based on hard data, knowing when and how to impact the target audience. This is not just marketing, it's science! This data intelligence gives industries the chance to evaluate the effectiveness of their campaigns and target their retail marketing investments more accurately, while retailers are able to expand their sales and tap into new sources of revenue.

Looking ahead, to me creativity it will be essential, especially in the use of Artificial Intelligence “vuja de” (anti-deja vu), will be the new north! In a scenario saturated with similar information and experiences, enchantment and novelty become a competitive differential. The “era of IMAGination”, as pointed out by global retail and consumer consultancy WGSN, will require brands to explore the creative potential of AIs to generate unique and memorable experiences. The creation of arts and content with the aid of artificial intelligence will become increasingly common, but it is essential that this innovation is accompanied by an ethical reflection on its impacts and implications.

Another point of attention for the sector that cannot be ignored is the silver economy ! We talked so much in recent times of GenZ, but according to IBGE, the population aged 60 years or more will represent more than a third of Brazilians in 2070. It may seem far, but today this portion of the population already moves R$2 trillion in Brazil. That is, it is an immense opportunity for retail to adapt or even create products, services and experiences to meet the needs and desires of this public -, which has purchasing power, creating business opportunities and inclusion.

And finally, a physical store reinvents itself to become an “parque of amusements”, the very essence of retailtainment, a strategy that combines entertainment with retail. Far from being obsolete, physical space becomes a stage for immersive, multi-sensory and entertainment-generating experiences. The integration between the physical and digital worlds, creating a complete omnichannel experience, will be fundamental to build brand preference and foster community engagement, strengthening the relationship with the customer. The physical store of the future will be a space for interaction, discovery and enchantment, complementing and enriching the consumer journey in the online environment

In short: the future of retail is to innovate, but always with a focus on the customer. The combination of technology, creativity and purpose are essential and the differentials of brands that want to stand out. It is not just about selling, but about creating stories, fostering relationships and generating positive impact. This is the transformation and the challenge we have on the radar, so that Brazilian retail gains even more prominence.

Intelipost evolves its positioning and innovates as a logistics intelligence platform

E-Commerce Uptate
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Intelipost evolves its positioning and innovates as a logistics intelligence platform

Com mais de uma década de atuação no setor e atendendo a um portfólio de mais de 750 clientes, a Intelipost anuncia seu novo posicionamento no mercado. Reconhecida como líder em soluções de TMS, a empresa agora se apresenta como uma plataforma de inteligência logística, lançando no Brasil o conceito de LIP – Logistics Intelligence Platform.

A mudança é reflexo da transformação estratégica conduzida nos últimos anos, com foco crescente em dados e na expansão do portfólio de soluções, que ultrapassam o escopo tradicional de um sistema de gestão de transportes.

Entre os lançamentos mais recentes estão:

  • Torre de Controle 360 – que oferece visibilidade total e detalhada da jornada de entrega de cada pedido, com destaque para previsão de atraso e insights sobre a influência do frete na conversão de vendas.
  • Optimize – solução que permite aos clientes transformarem seus dados logísticos em decisões estratégicas, considerando a Intelipost a maior fonte de informações logística agnóstica do país, para recomendação de transportadoras e simulações inteligentes à cada entrega.
  • Max – vertical de serviços que utiliza de know-how e metodologia própria para operar a entrega de cada pedido faturado, com máxima eficiência, e escala.

Essas soluções, que combinam software, dados e agora também serviços, formam um ecossistema completo e pioneiro no país – consolidando a Intelipost como a primeira LIP do Brasil.

“Com uma taxa de churn abaixo da média do mercado e atingindo recordes de vendas, iniciamos 2025 com o maior crescimento acumulado dos últimos cinco anos – resultado de uma trajetória totalmente orgânica. Os lançamentos do Optimize e do Max, que já conquistaram seus primeiros contratos entre abril e maio, oferecem alto valor agregado aos nossos clientes. Estamos confiantes de que podemos crescer mais de 40% neste ano, consolidando a Intelipost como a principal plataforma de inteligência logística da América Latina”, afirma Leandro Gravena, CFO & COO da Intelipost.

Curiosamente, a sigla LIP, criada para representar o novo conceito, está presente no próprio nome da empresa – “Intelipost” – reforçando o DNA da marca na inteligência logística.

“Com o lançamento do Max e do Optimize, estamos inaugurando uma nova era para a Intelipost e para o mercado de logística. Esses produtos representam um salto de inovação não apenas para o Brasil, mas também com potencial global. Mais do que soluções tecnológicas, são ferramentas estratégicas que elevam o nível de eficiência e inteligência na gestão logística, alinhadas aos desafios de um mercado cada vez mais dinâmico e competitivo”, ressalta Ross Saario, CEO of Intelipost.

O novo posicionamento será apresentado oficialmente nos dias 2 e 3 de junho, em São Paulo, durante o VTEX Day, um dos principais eventos do mercado de digital commerce da América Latina.

Papo IntelliGente' podcast discusses the job market in practice

E-Commerce Uptate
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Podcast Papo IntelliGente’ discusses the labor market in practice

While the world watches large companies withdraw from ESG commitments, movements representing more than 700 organizations sign a manifesto to maintain the diversity and inclusion agenda in Brazil. This complex universe of understandings, transformations, trends and concerns for the near future is discussed with clarity and diversity of opinion in the podcast IntelliGente Chat. Presented by executives Fernanda Toledo and Aline Oliveira, the episodes of the first season talk to professionals and experts about topics ranging from new working models, through mental health, to the correlations between climate change and the positioning of corporations.

Available on YouTube and Spotify, the podcast IntelliGente Chat is the brainchild of Fernanda Toledo and Aline Oliveira, CEO and director respectively of IntelliGente Consult, a consulting and mentoring company specializing in business strategies, programs and projects.

"When we decided to make IntelliGente Chat a differentiated podcast, we felt that there was a lack of dialog in the practical way of looking at the necessary adaptations in the market, both on the part of the entrepreneur and the employees in their desires," recalls Fernanda Toledo.

In the podcast, explains Aline Oliveira, the proposal also gives listeners the opportunity to find out what companies have been practicing and what brings results beyond trends. "We're very interested in sharing how organizations see themselves in the future, considering aspects of innovation and the health of companies for business longevity," she says.

In conversations with personalities, leaders and professionals from the most diverse areas, Fernanda Toledo and Aline Oliveira also share their experiences at IntelliGente in consultancies to make businesses more sustainable and with better results.

Episodes from the first season

In the first season IntelliGente Chat brings Raphael Henrique, Latam regional manager at the Top Employers Institute. A global authority on excellence in Human Resources practices, Top Employers has this year certified more than 2,400 organizations in 125 countries, including 73 Brazilian companies. In the podcast, intergenerationality, the role of Generation Z in the job market, mental health, new working models, as well as the impact of global trends on Brazilian companies are the main topics of conversation.

Aline Oliveira and Fernanda Toledo also discuss how work ecosystems make sense for companies looking to accelerate or improve processes more quickly. The conversation also gives space to the circular economy. For the podcast, they invited Paulo Silveira, CEO of FoodTech Hub Latam, which brings together companies, universities and research institutes, governmental and non-governmental bodies, foodtech startups and venture capital. With the aim of fostering innovation in food systems through investments in foodtechs and open innovation, the ecosystem created in 2018 has established itself as a benchmark in food development and innovation around the world.

Another episode from the first season of IntelliGente Chat Margareth Goldenberg, CEO of Goldenberg Diversidade and executive manager of Movimento Mulher 360. With more than 110 member companies, MM360 is actively working to accelerate the advancement of gender equality in the corporate sector. The impact of the withdrawal of large companies from the ESG commitment, intersectionalities, challenges faced by women in leadership positions, among other topics, bring analysis and an innovative view of women's performance in the labor market.

With Thierry Cintra Marcondes, a specialist in Accessibility, Diversity, Innovation and ESG, the podcast looks at diversity and inclusion in companies in the "new" global context. Thierry Marcondes talks about the types of corporate accessibility (attitudinal, architectural, communicational and digital), discusses meritocracy and inclusion, and shares his experience as a deaf person in the business world.

A proposal that differs from traditional banks is put forward by José Carlos Rosa Junior in IntelliGente Chat. In this episode, the Regional Development Manager at Sicredi Iguaçu PR/SC and Metropolitan Region of Campinas/SP talks about how microcredits work in the development of small businesses. The executive also shows the innovative experience of Sicredi's floating branches to serve riverside populations.

In the episode featuring Alessandra Fajardo, Director of Strategy and Sustainability and a specialist in Regenerative Agriculture, the podcast discusses how innovation and sustainability are intertwined in the development of new business models and global challenges. COP 30, also at the center of the discussion, lists opportunities and gains for the country from the UN global event to discuss climate change. In this context, Aline Oliveira and Fernanda Toledo also discuss the main trends in sustainability, not only in agribusiness, but in other market segments that will shape the future over the next five years.

Adidas case highlights importance of data governance and security in cloud-based service and telephony systems

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Adidas case highlights importance of data governance and security in cloud-based service and telephony systems

On May 27, Adidas confirmed that it suffered a consumer data breach due to a security failure at a third-party customer service provider. The incident has reignited concerns about the risks of lacking control and traceability in business communication channels, particularly in cloud telephony and digital customer service systems. According to experts from VIP Solutions, a leader in CRM-integrated telephony, security in these systems depends directly on the data governance adopted by companies, not just on the technology used.

With the advancement of digitization and the increased use of cloud telephony, the need to protect information transmitted through these systems is also growing. Sensitive customer data, negotiations, and strategic information are transmitted daily through phone calls and WhatsApp support, placing data security and governance at the core of companies' technological decisions.

According to VIP Solutions, a company specializing in CRM-integrated telephony solutions, a secure system depends not only on cloud infrastructure but also on how it is managed, monitored, and integrated with the rest of the company's processes. "Today, cloud telephony is a strategic business channel. Therefore, it is not enough to function; it must function with security and traceability," says Kathia Alves, CEO of VIP Solutions.

Among the main risks for companies that do not treat customer service systems with security and governance criteria are:

  • Leakage of customer data;
  • Call recordings without access control;
  • Failures in service traceability;
  • Inadequate data storage;
  • Exposure to cyber attacks due to vulnerabilities in integrated systems.

"Companies with active and receptive customer service that use different tools to serve customers without any central control face serious risks. This not only harms the customer experience but also opens doors to security failures," explains Kathia Alves.

VIP Solutions argues that security begins with governance, and for this, it is necessary to know which channels are active, what data is collected, and who has access to it. The company offers solutions that:

  • Integrate all telephony (landline, mobile, and WhatsApp) into a single management dashboard;
  • Control service history with traceability;
  • Store recordings on secure servers;
  • Allow setting user-specific access permissions;
  • Provide managerial reports and performance indicators.

"By unifying telephony into a manageable system, the company gains efficiency and security at the same time," says the CEO of VIP Solutions.

Another critical point is compliance with the General Data Protection Law (LGPD). Much of the data collected by phone or WhatsApp is considered sensitive and therefore requires clear policies for collection, storage, and deletion. With well-structured cloud systems, it is possible to maintain this control and avoid fines or reputational damage.

What makes the picture perfect? Research reveals visual trends in Brazilian e-commerce

E-Commerce Uptate
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What makes the picture perfect? Research reveals visual trends in Brazilian e-commerce

Photoroom presents the results of its 2025 survey on AI Photo Editing, revealing the necessary role that high-quality images play in converting sales in e-commerce. If on the one hand photos are central to the purchase decision, on the other hand, maintaining consistency and visual quality throughout the catalog are the biggest challenges faced by online retailers.The study mapped current practices and identified the 6 main visual trends that are shaping the industry: 

  • 1) Update images every 3 to 6 months 

Almost half of the professionals (49%) consider it essential to keep the images updated frequently, renewing the visual content every 3 to 6 months. The practice ensures that the products remain relevant, aligned with trends and more attractive in the eyes of the digital consumer. In e-commerce, photography goes beyond the representation of the item: it influences the user experience and reinforces the brand identity. 

  • 2) Clean, white backgrounds drive sales 

For 39% of respondents, the white background in studio style is the most effective for conversion. The minimalist aesthetic highlights the product, highlights details and conveys a professional and reliable image.In addition to standardizing the catalog, these backgrounds strengthen the perception of quality & a differential in information-saturated digital environments. 

  • 3) 3 to 5 photos per product increase confidence 

Most online sellers (58%) use between 3 and 5 images per product listing. Showing different angles and details provides a more complete view of the item and reinforces consumer confidence during the purchase journey.In Brazil, the practice has gained strength: multiple images increase transparency and reduce doubts in the purchase decision. 

  • 4) Natural light values the products 

47% of the brands interviewed point to natural light as the most effective lighting choice. Its ability to improve color fidelity, reduce shadows and convey authenticity makes it a favorite among professionals in the field. This choice is especially relevant in categories such as fashion, gastronomy and decoration, where visual appeal is decisive. 

  • 5) Visible face models generates emotional connection 

64% from sellers ensure that the faces of models are visible in the images. Showing human faces contributes to the creation of trust and emotional closeness, allowing the customer to imagine themselves using the product.In aspirational categories such as clothing and accessories, this emotional connection can be decisive for conversion. 

  • 6) Studio photos generate more engagement on social networks 

40% of respondents say that images of products made in the studio are the most engaging in social media. Clarity, focus and professional aesthetics quickly draw attention and favor sharing. This style, as already pointed out in previous Photoroom analyzes, attracts more attention and contributes to the strengthening of visual identity. 

The research proves that the perfect image is one that combines quality, strategy and trend, shaping the consumer experience and driving sales. Investing in image enhancement tools and modern photography techniques can generate significant returns, especially for entrepreneurs, designers and marketers. 

Matt Rouif, CEO and co-founder of Photoroom highlights that “in an increasingly competitive market, creating perfect images is not only an aesthetic issue, but a strategy that directly impacts conversion rates. The consumer needs to feel an immediate connection with the product, and photography is the means of conveying this sensation clearly and accurately.” 

Online sports betting has accumulated more than 6 thousand lawsuits in Brazil since 2023

E-Commerce Uptate
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Online sports betting has accumulated more than 6 thousand lawsuits in Brazil since 2023

A indústria de apostas esportivas online enfrenta um período de maior atenção no Brasil. A CPI das Apostas Esportivas, instaurada no Senado, voltou a ganhar destaque após o depoimento da influenciadora Virginia Fonseca, que tem ampla presença nas redes sociais, com mais de 53 milhões de seguidores, e mantém contratos com empresas do setor. De acordo com um levantamento do Escavador, legaltech especializada na organização de dados jurídicos públicos, foram registrados 6.575 processos judiciais relacionados a apostas esportivas no Brasil entre 2023 e 2025. 

Os casos vão desde pedidos de indenização por danos morais e materiais até acusações de práticas abusivas, revelando um cenário preocupante em um setor que movimenta bilhões de reais e é impulsionado por influenciadores digitais, atletas e campanhas publicitárias agressivas. Mesmo com a legalização das apostas em 2023, os números revelam que a judicialização do setor cresce em ritmo acelerado. Algumas das principais plataformas operando no Brasil acumulam centenas de ações judiciais, como a Bet365 Loterias do Brasil, com 326 processos como ré, e a Betano (Kaizen Gaming Brasil Ltda), com 172 registros, ambos relacionados, majoritariamente, a danos morais, perdas financeiras e violações de direitos do consumidor.

Os dados analisados pelo Escavador são públicos e excluem processos em segredo de justiça. Segundo a plataforma, é crescente o número de ações que responsabilizam influenciadores digitais por suposta coautoria em práticas lesivas aos consumidores. Um exemplo emblemático envolve a influenciadora Virginia Fonseca, que, além de ter sido ouvida pela CPI das Apostas Esportivas, é uma das rés em uma ação movida por uma pessoa física. O processo também inclui diversas casas de apostas e a influenciadora Deolane Bezerra. A autora da ação busca a restituição de R$ 322.750,00 e ainda R$ 800.000,00 por danos morais, totalizando R$ 1.122.750,00.

Diante desse contexto, Dalila Pinheiro, analista jurídica e DPO do Escavador, avalia: “Hoje, um dos principais riscos das plataformas de apostas não está mais na ilegalidade, mas na forma como o vício é promovido sob a aparência de entretenimento. Muitos jovens acabam entrando em um ciclo de compulsividade e endividamento, acreditando que estão investindo, quando, na realidade, estão apenas apostando.” De acordo com dados da ANBIMA, mais de 4 milhões de brasileiros acreditam que apostas esportivas configuram uma forma de investimento.

Tuna Payments and PayPal enter into partnership on VTEX Day

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Tuna Payments and PayPal enter into partnership on VTEX Day

In an event marked by innovation and connection, the Tuna Pagamentos and the PayPal they celebrated the four-year partnership with an exclusive Happy Hour for guests held on the first day of VTEX Day, on Monday (2/5). The occasion will be the stage to celebrate the advances made and strengthen the next steps of the collaboration, which focuses on technical and commercial collaboration between the two companies. 

The relationship between the two companies began in 2021 with the integration of the PayPal wallet into the Tuna payment orchestrator. Today, the collaboration goes further, using PayPal's Braintree solution as a global payment processing that provides end-to-end checkout experiences for companies. The collaboration sought to strengthen the portfolio of integrated providers, while maintaining the focus on transaction security, conveyed by PayPal's reliability.

Over time, the partnership has evolved beyond technical integration.“A Tuna has always believed in the potential of this partnership. Everything PayPal launches is on our roadmap, and we are committed to being one of the first to make these news available to customers and drive adoption by the” market, says Renata Khaled, VP of Sales at Tuna Pagamentos.

Prospects for the future

With a complementary performance, PayPal sees the partnership with Tuna as a key piece for its expansion strategy in the Brazilian market & especially in the payment orchestration ecosystem, where agility and diversification of methods are essential requirements.

“This partnership exemplifies exactly what we are looking for in the region: alliances that democratize access to innovative payment solutions regardless of the size of the company.The partnership with Tuna has been fundamental to orchestrate our technology to the main players in the market and to be able to take our solutions further and further”, highlights Maria Almeida, Head of Partners at PayPal Brazil.

This synergy consolidates a collaboration model that goes beyond technical integration, positioning both companies as facilitators of digital transformation in Brazilian payments.

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