Ares Management Corporation (NYSE: ARES) (“Ares”), a global leader in alternative investment management, announces the consolidation of its global logistics real estate platforms under a single brand: Marq Logistics (“Marq”). The new brand will represent Ares’ vertically integrated global logistics platform, managing a total of more than 55 million square meters across the Americas, Europe, and Asia-Pacific.
Marq brings together the integrated logistics real estate platform of North America and Europe, including Ares Industrial Management, with GLP's global logistics real estate platform outside of China, including GLP Brazil. This integration is formalized following Ares' acquisition of GLP Capital Partners Limited and some of its affiliates, completed in March 2025.
With Marq, Ares combines scale, expertise, and resources in real estate to offer consistent, high-level solutions to its tenants worldwide, positioning itself as the preferred partner for its clients.
“Marq represents an exciting new chapter for Ares’ Real Estate business, consolidating our position among the top three global leaders in one of the sectors we believe in most,” says Julie Solomon, Co-Head of Ares Real Estate. “At its core, Marq aims to offer a combination of global scale and local operational excellence to our logistics tenants, underpinned by a simple yet powerful mission: to be a strategic partner for their success,” she adds.
Ares Real Estate is one of the largest and most diversified vertically integrated real estate managers in the world, with approximately US$110 billion in assets under management as of September 30, 2025.
In 79.4% of cases, artificial intelligence correctly identifies the most suitable candidates for advertised positions, according to a recent study conducted by DigAÍ in partnership with a Brazilian researcher from MIT.
The survey analyzed interviews conducted via WhatsApp and compared the scores assigned by the AI with the final decisions of the managers. The result was that, in 8 out of 10 cases, it classified as "above average" precisely those candidates who would later be approved in the selection process.
This precision reflects AI's ability to assess behavioral signals that often go unnoticed by human recruiters. According to Christian Pedrosa, founder and CEO of DigAÍ, the technology's goal is not to "catch" the candidate, but rather to translate reactions that, when analyzed together, offer a more complete and accurate reading of the professional.
"This type of analysis helps HR teams identify professionals with greater adaptability, consistency, and a predisposition to collaboration—key qualities, although difficult to capture in conventional processes," he says.
How does AI-powered recruitment work?
The methodology combines computational emotional intelligence, language analysis, and statistical models that identify behavioral patterns. In audio, for example, almost imperceptible vocal signals are observed, which are then cross-referenced with trained databases to recognize characteristics associated with professional performance.
In practice, this set of analyses allows DigAÍ to assess cultural alignment, clarity, and coherence of responses, even in situations where there is a contrast between the content said and how it is said. Overly rehearsed answers, a stiff tone, and an artificial posture, which have always been noticed by experienced recruiters, are now becoming even more evident to AI systems.
On the other hand, in companies, technology represents the chance to reduce biases, improve decision-making, and understand candidates more accurately, going beyond the so-called "gut feeling" during the interview.
“Technology expands what we can see. When we cross-reference what is said with behavioral patterns, we can understand the quality of reasoning, beyond the response, and how the candidate supports what they claim. It is an evolution that brings transparency and fairer decisions,” concludes Pedrosa.
Rimini Street a global provider of end-to-end enterprise software support, products and services, a leader in innovative ERP solutions with Agency AI and independent support for Oracle, SAP and VMware software, announced the results of the research 'Database and Support Strategies 2025: The Revolution of Diversification and Decentralization', a global study conducted by Unisphere Research with more than 200 Oracle Database managers and specialists.
Some of the main insights from the study are:
87% indicated that slow problem-solving is problematic.
69% consider Oracle's licensing process too complex.
63% of respondents cite high support costs as a significant problem.
62% of respondents say they are impacted by database performance issues monthly or more frequently.
52% of respondents report that there are not enough qualified people to manage AI/ML initiatives.
52% of Oracle managers want their databases to integrate more closely with existing AI/ML frameworks.
Oracle Database customers face challenges with cost, quality, and responsiveness of support.
Most Oracle Database customers surveyed report constant frustration with the speed and quality of support provided by Oracle, with 63% stating that support costs are too high . Around 87% of respondents say that slow resolution is a significant problem or worse for their organizations; only 16% state that their initial Oracle support engineer is very qualified when they request help, further delaying problem resolution time. Some even say they “always need to escalate to a more qualified engineer” to receive the level of support or attention they need.
Growing adoption of independent support as an alternative to reduce costs and achieve better response times.
Research reveals that more organizations are actively turning to independent support to immediately reduce support costs and resolve urgent and critical issues. 25% say they are currently using a support partner, while 30% are considering this option, primarily in areas such as cloud database management (37%), data migration (36%), performance optimization (34%), and backup and recovery (32%).
“Organizations that use Oracle Database depend on system stability, speed, and support expertise they can rely on,” said Rodney Kenyon, Senior VP and Support Solutions Manager at Rimini Street. “With Rimini Street, in addition to reducing support costs, clients like Hyundai see firsthand how our proactive support model resolves critical issues quickly, optimizes performance, and redirects team focus toward innovation and growth.”
“The research results reinforce what we see daily in Brazil: companies that depend on Oracle Database face high costs, slow support, and difficulty advancing essential initiatives such as AI and automation. Since a large portion of respondents report slow call resolution and more than half are already seeking greater integration with AI/ML frameworks, it is clear that the traditional manufacturer model does not keep pace with the urgencies and needs of the business,” explains Manoel Braz, VP of Rimini Street in Brazil.
Most Oracle Database customers are expanding their database strategies beyond Oracle.
Oracle Database customers are seeking alternative databases for new or redesigned applications due to high costs (58%). The majority (52%) require integration with popular AI/ML frameworks. As a result, 77% of respondents say they have deployed new applications or datasets on non-Oracle databases in the last 36 months. Along with Oracle, 59% use SQL Server, 45% use MySQL, 40% use PostgreSQL, and 28% use Amazon RDS.
“Organizations are racing to utilize machine learning models to drive intelligent automation, and it’s possible to do so without incurring unnecessary costs, risks, or business disruptions,” said Robert Freeman, Senior Director and Principal Database Architect at Rimini Street. “Our broad range of customized solutions and services for Oracle Database helps clients maximize the potential of their database investments and accelerate AI innovation with greater freedom, agility, and control.”
E-commerce revenue on Black Friday 2025 reached R$ 4.76 billion, an increase of 11.2% compared to last year. This result surpasses last year's figure of R$ 4.27 billion by half a billion reais. The analysis considers the accumulated sales from 00:00 to 23:59 on November 28th and compares it to the figures from November 29th, 2024, the day of Black Friday last year. The data was extracted from the Black Friday Hora Hora Platform of Confi Neotrust , a market intelligence company that monitors Brazilian e-commerce.
The top three categories that stood out most on Black Friday 2025 were TVs (with revenue of R$ 443.2 million), smartphones (R$ 388.7 million), and refrigerators (R$ 273.2 million). Among the products with the highest revenue, the Samsung 12,000 BTU split air conditioner led the ranking, followed by the black 128GB iPhone 16 and the Samsung 70-inch Crystal Gaming Hub Smart TV.
Home products were another highlight. The combined sales of refrigerators, washing machines, and air conditioners exceeded half a billion reais. The number of orders completed on that day was 28% higher, with 8.69 million orders completed compared to 6.74 million last year. The average ticket price fell by 12.8%, registering R$ 553.6 compared to R$ 634.4 on Black Friday 2024.
Léo Homrich Bicalho, Head of Business at Confi Neotrust, highlights the increase in the average ticket price recorded last Monday (24), from R$ 325, to R$ 554, on Friday (28). “This growth indicates the decisive migration of consumption towards high-value items. Even in this scenario of high ticket prices, the footwear category remained firmly in the Top 4 with revenue of R$ 202 million, ensuring that the transactional volume remained high in parallel with record revenue,” he says.
Compared to Black Friday 2023, which generated R$ 3.95 billion in revenue, this year's increase was 20%. Compared to the last Friday of November 2022, the growth was 11.6%. In recent historical data, this year's Black Friday was second only to Black Friday 2021 in revenue, a period when e-commerce was under the influence of the COVID-19 pandemic, which generated R$ 5.13 billion.
According to Bicalho, Black Friday 2025 is consolidating itself not only through transaction volumes, but also through the sophistication of consumer behavior. “The anticipation of purchases throughout November allowed consumers to intelligently divide their budget: securing recurring and fashion items throughout the week (generating volume) and reserving the main capital for 'desired purchases' (TVs and appliances) on the official Friday. If 2021 was an anomalous peak driven by isolation, 2025 establishes a new benchmark of consistency and health for digital retail in times of normality, delivering the strongest week in the sector's recent history,” he adds.
About the Black Friday Hour by Hour platform
The study was based on data extracted from the Black Friday Hour by Hour Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.
Data scope
Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from more than seven thousand partner stores, offering analyses of purchases and profiles of more than 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering an average of 2 million orders per day.
Shopee the biggest Black Friday ever in the country this Friday , with an increase of over 90% in sales value compared to the same period last year. Along with 11.11, the platform concludes a historic month since the start of its operations in Brazil.
“The 2025 shopping season has been exceptional for Shopee. We started with 11.11, which recorded 20 million items sold in a single day, and we continue to break records this Black Friday week. The results show the strength of our operation in Brazil, with consistent growth in sales and engagement, in addition to new consumers and sellers being positively impacted each year,” says Felipe Piringer, Head of Marketing at Shopee .
Proof of this is that small and medium-sized entrepreneurs multiplied their sales in November and, in many cases, reached their highest revenue peak of the year during the promotional period. This was the case for Thayse Oliveira , from Mix Lar Utilidades , who broke her monthly sales record this shopping season. “Since I joined the platform 3 years ago, my revenue has grown month after month. Black Friday closes a year of dreams for me. I managed to launch my brand, have my own manufacturing, and double the store's revenue, driven by demand on Shopee,” celebrates the entrepreneur.
As one of the major attractions of this Black Friday, the platform offered R$ 200 discount coupons in the "Official Stores" , which contributed to the day's strong performance. Among the brands with the highest sales figures this Friday were names like Britânia, Electrolux, Philco, and MadeiraMadeira, reinforcing the wide variety of choices available to consumers on the marketplace.
Among the categories that grew the most in sales compared to last year's Black Friday are Computers and Accessories (200%); Home Appliances (+100%); Groceries (+90%) and Home Care (+90%).
Bestsellers
The best-selling product throughout the day was smartphones , with over 300,000 units, followed by video game consoles, with over 170,000 units, and panettone , with over 13,000 units sold . Compared to 2024, the platform also showed significant growth in purchases of higher-value items, with products such as air conditioners, fans, exercise bikes, televisions, and microwaves topping the list.
Faster and more efficient deliveries during the season . The main shopping season of 2025 featured even faster and more efficient deliveries, a result of Shopee's consistent progress in its logistics infrastructure.
The company more than doubled its package processing capacity compared to November 2024 thanks to several initiatives, such as the opening of the distribution center in São Bernardo do Campo (SP), which houses the company's largest sorter in Brazil and processes up to 3.8 million orders per day; the expansion of the fulfillment distribution center in Franco da Rocha (SP), which had its area doubled to meet peak demand; and the recent inauguration of the new space in Itajaí (SC), which reinforces operations in the South of the country, among others.
Giving Day
For those who wish to end the shopping season with a touch of solidarity, Shopee a special campaign on December 2ndGiving Tuesday, a global movement created in the United States as a charitable response to Black Friday and Cyber Monday .
The platform will offer a 100% cashback coupon (limited to R$20) valid for 3 months to users who make contributions via Shopee Donations on this day. Additionally, on December 2nd at 1 PM , the marketplace will host a special live event dedicated to its 12 partner NGOs .
To participate in the campaign, simply access the Shopee Donations in the app (available for Android) or via the web, select your desired institution, and choose the donation amount. The donated amount is entirely passed on to the chosen NGO. After seven days, the user receives cashback in Shopee Coins, which will be credited to the “My Coins” area within the “My Wallet” tab in the app.
Preparing for the last double date of the year and Christmas.
Shopee is already preparing for the 12.12 Christmas Sale , which marks the end of the 2025 shopping season and kicks off the final rush for Christmas. The platform will offer R$15 million in discount coupons , as well as free shipping on purchases over R$10 , expanding opportunities for those who want to make or supplement their end-of-year purchases.
Starting December 2nd, the platform launches the "12 gifts until 12/12" . From December 2nd to 11th , a new gift, advantage, or benefit will be revealed daily. Consumers can access the campaign page and redeem the gift of the day , accumulating opportunities throughout the promotion.
Furthermore, between December 12th and the end of the year, Shopee will have a special microsite highlighting the best-selling products of 2025 , serving as a showcase of trends and a new opportunity for consumers to buy their favorite items of the year at competitive prices.
On the eve of Black Friday, Brazilian e-commerce reached a revenue of R$ 2.28 billion, a 34.1% increase compared to the eve of the previous Black Friday. The analysis considers the accumulated sales made on November 27th and compares the figures recorded on November 28th, 2024, the eve of last year's Black Friday. The data was extracted from the Hora Hora Platform of Confi Neotrust, a market intelligence company that monitors Brazilian e-commerce.
The number of orders, in turn, was 63.2% higher, with 5.9 million orders completed compared to 3.6 million last year. The average ticket price, however, fell by 17.87%, registering R$ 385.65 on November 27, 2025, compared to R$ 469.51 on the eve of Black Friday 2024, which shows that consumers are buying more, but opting for items with a lower average value. The categories that stood out the most on the eve of Black Friday were: TVs (R$ 150.6 million), smartphones (with revenue of R$ 143.4 million) and footwear (R$ 111.7 million).
Considering the period from November 1st to 27th, 2025, sales remain strong, with revenue of R$ 39.2 billion, a 36.2% increase compared to 2024. Regarding the number of orders, growth was 48.8%: 124.9 million in 2025 versus 83.9 million in 2024. The average ticket price for the month fell by 8.5%: R$ 313.98 in 2025 compared to R$ 343.26 from November 1st to 27th, 2024.
According to Léo Homrich Bicalho, Head of Business at Confi Neotrust, the closing of the pre-Black Friday phase (November 24-27) consolidates an aggressive acceleration curve, reaching R$ 7.2 billion in accumulated sales and more than 51 million items sold.
“The big highlight was Thursday (27), which broke the R$ 2.28 Billion barrier in a single day and recorded the highest growth peak of the week (+34.1%), proving that the anticipation strategy was decisive in capturing the consumer even before the official turn of Friday. This is what we had already predicted considering the Black November we have been experiencing, with 11/11 registering the highest sales peak in a single day so far. The slight drop in the average ticket, in turn, can be explained by something we have observed in previous years: the consumer reserves the purchase of higher-value products for Black Friday,” he analyzes.
About the Black Friday Hora a Hora platform
The study was based on data extracted from the Black Friday Hour by Hour Platform, developed by Confi Neotrust, a company that monitors Brazilian e-commerce. The platform allows retailers to customize performance analyses according to their business vision and access information that provides an overview of the sector, with hourly updates and strategic indicators (revenue, units sold, prices charged, and market share) for more than two thousand e-commerce categories and subcategories, including segmentation by region and state of the country.
Data scope
Confi Neotrust monitors the evolution of the e-commerce landscape, based on real transactions from more than seven thousand partner stores, offering analyses of purchases and profiles of more than 80 million digital consumers. The studies are generated based on information continuously collected from online retailers across the country, covering an average of 2 million orders per day.
The Magalu Group officially announces its entry into the YouTube Shopping Affiliate Program, a strategic partnership that integrates the biggest brands in its ecosystem – Magalu, Netshoes, Época Cosméticos, and KaBuM! – directly onto the video platform. The launch is strategically timed during Black Friday week, maximizing offers for millions of consumers and the monetization potential of content creators.
With this integration, starting today, YouTube affiliates will have direct access to Magalu and Netshoes' extensive and diverse product catalog, allowing them to tag products in videos, shorts, and live streams, transforming their audience into sales natively and with commissions. Época Cosméticos and KaBuM! will make their products available in the coming weeks. This initiative reinforces Magalu's position as a pioneer in social commerce in Brazil.
“We have a strong foundation in social commerce. Traditionally, our Black Friday live event takes place on YouTube, in a format that combines entertainment and live commerce, and this year it will happen directly from Galeria Magalu, our new concept store that embodies the entire group's ecosystem,” says Felipe Cohen, CMO of Magalu. “Magalu is a market leader in technology and home appliances. Netshoes is a leader in sporting goods. Giving YouTube Shopping content creators access to this product catalog is perfectly aligned with our mission of bringing to many what is a privilege for a few.”
“The arrival of the Magalu group is fantastic news for the creator community in Brazil. YouTube is a natural destination for those seeking reviews and shopping inspiration, and with Black Friday underway, the partnership with Magalu amplifies the value we deliver to our creators and users, especially on one of the biggest dates for Brazilian retail,” celebrates Clarissa Orberg, Head of Creator Partnerships, Gaming and Shopping at YouTube Brazil.
An ecosystem of advantages for creators.
YouTube Shopping affiliates will now be able to offer products from three retail giants in a single ecosystem. This diversity ensures that creators in a variety of niches — from electronics unboxing to makeup tutorials and sneaker reviews — can find products relevant to their audiences, maximizing commission potential.
Topsort, a global company specializing in Retail Media, has received a new strategic investment from W23 Global, an international venture capital fund backed by five of the world's largest supermarket retailers: Tesco, Ahold Delhaize, Woolworths Group, Empire Company Limited/Sobeys Inc., and Shoprite Group.
The investment reinforces Topsort's progress in creating more efficient models for how retailers, brands, and agencies activate and measure media in retail. For co-founder and CEO Regina Ye, the investment marks a new phase for the sector. "Retail Media is entering its AI and scale era, where retailers, marketplaces, and brands can operate in a standardized and transparent ecosystem. The support from W23 Global accelerates our mission to drive innovation and efficiency across the entire chain," she states.
W23 Global invests in companies like Topsort, which are transforming retail through technology. According to CEO Ingrid Maes, “Topsort simplifies retail media in a rapidly expanding environment. Its no-bid auction technology allows for the expansion of media networks and ensures that more sellers reach relevant audiences efficiently.”
In 2025, Topsort expanded its global reach and began offering complete solutions to brands, retailers, and marketplaces. Recent advancements include tools that connect advertisers to different channels, digitize store signage with a focus on privacy, and utilize AI-based optimization mechanisms.
Topsort's infrastructure supports the monetization of major retailers worldwide, enabling formats such as sponsored ads, banners, and out-of-home media without requiring significant engineering efforts. According to Regina Ye, "with scalability and automation, Topsort supports the building of a simpler, more connected, and results-oriented Retail Media ecosystem."
Black Friday landed in Brazil in 2010 in a timid, almost experimental way. There were about 50 online stores trying to replicate an American movement that, until then, seemed distant from the routine of the Brazilian consumer. It was only a matter of time before the country did what it does best: take a good idea, adapt it to its own rhythm, and expand it until it became a cultural and economic phenomenon.
Today, 14 years later, Brazilian Black Friday has not only become established but has ceased to be just a Friday. It has become Black Week, advanced to Black November, and evolved into a kind of "official pre-Christmas" for retail and one of the periods of greatest capital circulation in the country, and this transformation is not intuitive: it's mathematical.
In 2024, according to data from E-Commerce Brasil, the Black Friday period generated R$ 9.38 billion, a growth of 10.7% compared to 2023. In physical retail, the ICVA index registered a 17.1% increase. And for 2025, estimates from ABIACOM (Brazilian Association of the Electrical and Electronic Industry and Commerce) project a jump to R$ 13.34 billion in the digital environment alone.
Furthermore, research shows that Brazilians are planning more: data from CNDL/SPC Brasil indicates that 70% of consumers already use Black Friday to anticipate Christmas shopping, and another 54% say they save money all year to take advantage of November. It's a new behavior, conditioned by a more competitive market and a very particular economic window: the injection of the thirteenth salary, the festive atmosphere approaching, and a consumer who is increasingly informed before deciding.
In Brazil, November is practically a season in itself. And that season is lucrative.
Brazilian Black Friday has changed and brought new sectors into the game.
While in the early editions the battle was over televisions, smartphones, and home appliances, today Brazil has a much more diverse landscape. With consumers increasingly eager to buy, more and more brands are trying to grab their piece of this billion-dollar pie.
Even fast food has fully entered the fray.
Bob's, for example, is betting on gamified campaigns with progressive discounts, where classic items will be sold for R$1, a strategy that speaks to a consumer already accustomed to the model of "missions," "experiences," and rewards. Burger King and McDonald's are also reinforcing their aggressive offers, understanding that Black Friday has ceased to be about electronics and has become about being present in the customer's purchasing journey.
“Customers are navigating online, but also in shopping malls and commercial centers in search of promotions. Brands that want relevance need to be with them throughout this entire journey. Offering beloved classics at attractive prices is strategic because it captures both planned purchases and impulse buys,” says Renata Brigatti Lange , Marketing Director of Bob's.
Brands associated with Christmas have also noticed the change. Kopenhagen and Brasil Cacau, for example, have started using November to boost sales of panettone, chocolates, and gift sets – something that historically only gained traction in December.
“For many years, Christmas products were not part of Black Friday promotions. But, analyzing consumer behavior, we saw that the appetite for purchases and the capital available in November create the ideal moment to boost Christmas sales. Year after year, this date becomes a stronghold on our calendar,” explains Renata Vichi, CEO of Grupo CRM.
Interestingly, the movement is not limited to traditional retail.
Even luxury and premium leisure brands are now vying for consumer attention. Sea-Doo, a global leader in personal watercraft, entered Black Friday with entry-level models on sale – a strategy targeting consumers in coastal regions or cities with navigable rivers.
“The jet ski, especially in coastal regions, is more than just leisure: it's transportation, it's a source of income for many. Our entry-level models become essential tools in everyday life. Taking advantage of periods when the consumer has more capital has been very effective. Thinking about the target audience with a higher average spending per customer, a Sea-Doo is an excellent Christmas gift option,” says Michael Codd, General Manager of Sea-Doo in Brazil.
The Kärcher case: when Black Week becomes the company's Christmas.
Among the most emblematic examples of the power of Black Friday in the country is that of Kärcher, a global leader in cleaning solutions. The brand treats Black Week as its "Brazilian Christmas," such is the commercial importance of the period.
In just those 10 days, the company manages to generate more than 10% of its annual revenue, which is expected to reach R$1 billion by 2025, especially boosting sales of high-pressure washers, robot vacuum cleaners, and pet solutions.
The company attributes its performance to a combination of factors: digital maturity, a strong presence in marketplaces, information-driven search behavior, and the use of artificial intelligence to predict demand, adjust its portfolio, and personalize offers. According to the company itself, AI has become "the consumer's map."
“Black Week is the moment when all our digital efforts converge. We use data and AI to anticipate consumer behavior, adjust inventory, and deliver exactly what they are looking for. This explains why these ten days account for more than 10% of our annual revenue,” highlights Vinicius Marin, E-commerce Manager at Kärcher in Brazil.
Why did Brazil do Black Friday "better" than the US?
In the United States, Black Friday still revolves around a single day, followed by Cyber Monday. In Brazil, it has become a season characterized by diversity, creativity, and multi-sectoral strength.
Here we have:
More categories (from fast food to luxury) • Longer activation times (weeks, not days) • Greater integration between online and physical stores • Increased use of AI and data for personalization • A more planned and informed consumer
And there's a key point: unlike Americans, who shop after Thanksgiving, Brazilians receive their 13th-month salary precisely when the campaigns begin. It's a capital boost that fuels the entire chain.
The result is simple: those who don't plan for November as part of the quarter risk losing relevance and revenue.
Black Friday has ceased to be just a promotional event and has become a crucial chapter in the fiscal year.
November is the new beginning of Christmas, and ignoring it is costly.
Brazil didn't just adopt Black Friday: it reinvented it. It transformed the date into an ecosystem that spans industries, price ranges, channels, and habits. For some brands, November represents opportunity. For others, survival.
The fact is that, with R$ 13 billion projected in digital sales for 2025 and increasing integration between supply, data, and behavior, Brazilian Black Friday is consolidating itself as one of the biggest economic forces in national retail.
And anyone who still thinks it only lasts 24 hours is literally missing out on an entire month of opportunities.
In the early hours of Black Friday (November 28th) in Brazil, Serasa Experian, the first and largest datatech company in Brazil, detected 650,000 orders* placed up to noon in e-commerce, via digital transactions between national retail players. Of this total, which moved R$619,293,765.94, 912 purchases were identified as attempted scams, blocked by anti-fraud technologies. If they had been completed, they could have generated more than R$800,000 in losses for consumers and companies.
This date is one of the busiest on the Brazilian promotional calendar – and, in the first 12 hours, the value of purchases is already close to the total of the previous day, R$694 million. The numbers reflect the accelerated pace of online consumption and reinforce the importance of adopting robust authentication and identity verification technologies to guarantee secure experiences for consumers and businesses.
Common scams and tips for prevention
According to data from the datatech company, the week of Black Friday 2024 saw a 260% increase in the creation of phishing pages compared to other weeks of the month. This method is a type of digital scam in which criminals simulate official websites or communications from companies to deceive users and capture sensitive data, such as passwords and payment information. Given the expectation of intense activity in e-commerce in 2025, the warning remains: this is the time when consumers must redouble their efforts regarding online security.
To consumers
• Ensure your documents, cell phone, and cards are secure and have strong passwords for accessing applications;
• Be wary of offers for products and services with prices far below market value. During these periods of major promotions, it is common for cybercriminals to use the names of well-known stores to try to hack into your computer and collect sensitive data. They use emails, SMS messages, and fake websites to try to collect information such as credit card details, passwords, and the buyer's personal information;
• Be careful with links and files shared in social media messaging groups. They may be malicious and redirect to unsafe pages, infecting devices with commands that operate without the user's knowledge;
• Register your Pix keys only through official bank channels, such as your banking app, online banking, or bank branches;
• Do not provide passwords or access codes outside of the bank's website or app;
• Include your personal information and card details only if you are certain that it is a secure environment;
• Monitor your CPF (Brazilian taxpayer ID) frequently to ensure you haven't been a victim of fraud.
Tips for businesses:
• Establish internal information security policies and guide employees on best practices, such as using strong passwords and participating in awareness training.
• Adopt encryption in data transmission to protect sensitive customer and company information from interception.
• Implement anti-fraud solutions to minimize financial and reputational risks. Having dedicated specialists and technologies makes your company better prepared to deal with sophisticated scams.
• Utilize layered prevention as a central strategy. Combined tools act at different points in the digital journey and are essential in the face of constantly evolving fraud.
• Invest in solutions that are continuously updated, ensuring data accuracy and greater resilience against new threats.
• Understand your user's behavior and reduce friction in the digital journey, without compromising security.
• Treat fraud prevention as a competitive advantage: well-orchestrated solutions increase security, reduce losses, and improve the shopping experience.
*The survey only considers transactions carried out between 00:00 and 12:00 on 11/28/2025 analyzed by Serasa Experian.
