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Ablelive conducts the first TikTok Shop live commerce session in Brazil

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Ablelive conducts the first TikTok Shop live commerce session in Brazil

TikTok's e-commerce feature, called TikTok Shop, officially launched in Brazil at 12:01 a.m. on Thursday, May 8th. The debut session was held in São Paulo, at the Ablelive studios, the first Brazilian agency specialized in live commerce for TikTok. In the debut session, bags, backpacks, and fashion accessories from the brand @jami_jamii were sold.

TikTok Shop arrives in Brazil after establishing itself as a significant player in international e-commerce, gaining a large market share in countries such as the United States, the United Kingdom, China, and Indonesia. In their home country, China, live sales, where a digital influencer presents products live that can be selected and purchased with a single click, already account for about 20% of the total e-commerce revenue. In other words, one in every five online sales occurs on a live platform.

In Brazil, market studies indicate that live commerce is expected to generate the equivalent of US$ 6.7 billion per year by 2028. The calculations are made considering the size of the Brazilian market and the e-commerce penetration rate in the country. According to Yan Di, CEO of Ablelive, Brazil should become the main expansion frontier for TikTok's live commerce worldwide. "Due to TikTok's widespread penetration among Brazilians and the digitization of the national retail sector, there is no more promising place to increase sales than on TikTok Brazil," he states.

In the country, TikTok has over 105 million monthly active users, meaning people who access the app at least once a month. Due to the quality of its algorithm, TikTok can recommend live streams to specific audiences, directing electronics broadcasts to users who searched for this topic or travel live streams to travel enthusiasts. To attract sellers, TikTok Shop has adopted aggressive policies, such as waiving commission fees (take rate) for up to 90 days and offering consumers benefits in shipping and discount coupons.

Ablelive agency maintains a team of over 300 exclusive TikTok creators trained to convert live sessions into sales and supports brands that wish to enter this marketplace and need, in addition to specialized guidance, infrastructure such as studios and professional recording and live streaming equipment.

SUSE presents 4 cloud computing trends

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SUSE presents 4 cloud computing trends

Cloud computing is essential for modern businesses and organizations, as it transforms the way they access, store, process, and scale data and applications. During KubeCon 2025, the world's leading event on Kubernetes and cloud-native technologies, David Stauffer, Senior Director of Product Management at SUSE, highlighted four key trends shaping the future of cloud computing.

The four main trends identified by SUSE are:

  • "Computing is everywhere"

Distributed computing is no longer just a promise — it has become a reality. Kubernetes is no longer confined to data centers. With the lightweight and efficient K3s — the SUSE-certified Kubernetes distribution — workloads are now running in unexpected places, from airplanes to trains, making Kubernetes ubiquitous even in environments previously unimaginable.

  • Supply Chain Security

The focus of the sector is shifting to the security of the entire software development and delivery supply chain, not just the final product. To solve this, SUSE launched the Application Collection, a set of open-source applications with zero known vulnerabilities, ensuring complete trust in all the components used.

  • The developer's experience comes first

Developer productivity and satisfaction have become a competitive differentiator. Instead of simply providing infrastructure, companies now seek platforms that simplify, accelerate, and standardize development workflows.

SUSE is going beyond the self-service model. Tools like Rancher Desktop, Fleet, and Application Collection are now part of validated projects, enabling platform teams to accelerate the delivery of ready-to-use environments for modern development.

  • Modernization at your own pace

Not all companies can or want to become fully cloud-native all at once. Many still rely on applications running on virtual machines (VMs). Modernization must be progressive, hybrid, and flexible.

With SUSE Virtualization, companies can run virtual machines alongside containers, enabling a gradual and strategic transition to cloud-native architectures — without the need to rearchitect everything all at once. According to Marcos Lacerda, president of SUSE Latin America, KubeCon 2025 made it clear that innovation in digital infrastructure is redefining the industry's direction.

"We are experiencing a unique moment in the evolution of cloud computing. The four trends we observed at KubeCon 2025 perfectly reflect what we are seeing with our clients in Brazil: the need for scalability, security, agility, and flexibility," he concluded.

Do you know what split payment is and when it will apply to your company?

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Do you know what split payment is and when it will apply to your company?

The "split payment" instrument scheduled for 2027, aimed at combating tax evasion and ensuring more efficient revenue collection, is one of the pillars of the tax reform, regulated this year. This mechanism will directly impact the cash flow of companies, which requires, from now on, preparation to deal with the new reality.

In a simplified way, "split payment" is a system in which taxes are segregated at the time of payment, going directly to the public coffers without passing through the company's account. It means the end of delays in tax payments and the complexity of tax guides. "It's a dream for the government and a logistical nightmare for those managing cash flow," says tax expert Lucas Ribeiro, founder and CEO of ROIT, a leading company in solutions for Tax Reform.

In Ribeiro's assessment, the "split payment" places the Tax Authority "in the position of co-owner of the companies' cash flow." It compares the change represented by the new instrument with the one caused by the emergence of the "Sped" (Public Digital Bookkeeping System). It's a change as drastic as that one. The difference is that now the impact is direct and daily.

The impacts on cash flow

According to Ribeiro, companies that already face challenges in balancing income and expenses should see the "split payment" as a warning sign. Automatic tax segregation reduces the net amount available in the company's account. And this is not just a technical change – it is a strategic change.

"Imagine that, before, the tax was 'parked' at the cash register for a few weeks until the due date. Now, it will be deducted instantly. The result? Less working capital and greater dependence on credit," explains Ribeiro.

A crucial question: how to survive?

Companies that already operate with tight margins need to rethink their strategies now, recommends the tax expert.Renegotiation of deadlines with suppliers, increased operational efficiency, and cost optimizationThey will be essential to face this new reality. Furthermore, the use of advanced technologies for financial and tax management will become mandatory.

“If the company does not master its operational data, the 'split payment' can become an unsustainable burden. Invoice-to-Pay tools and cash flow simulators integrated with 'split' are solutions that will help companies see the future before it becomes a problem," advises Lucas Ribeiro.

Benefits and challenges

Although the promise to end tax evasion is attractive – and positive for the country's economic balance – the challenges cannot be ignored. Ribeiro lists some of them:

Benefits

  • Reduction of tax evasion and unfair competition.
  • Simplification of tax collection.
  • Greater tax predictability for governments and companies.

Challenges

  • Reduction of immediate liquidity.
  • Dependence on robust systems for real-time management.
  • Need for increased working capital for companies with high tax volume.
  • Complex reconciliation between accrual and cash operations.

If the "split payment" is unavoidable, preparation will be the great turning point. Companies that master the numbers, adjust their processes, and invest in advanced technology will get ahead, emphasizes the CEO of ROIT. "In the management war that lies ahead, those who have the data in hand will set the rules of the game. The 'split payment' is not the end, but the beginning of a new era in business management."

Ribeiro adds: "So, the final question remains: will your company have cash for the 'split payment' or will it be hostage to loans and interest?" The time to act is now. Those who wait for the storm do not prepare to sail.

Netshoes Run announces sponsors and show in Brasília; registrations are in the final stretch

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Netshoes Run announces sponsors and show in Brasília; registrations are in the final stretch

Netshoes, the largest e-commerce platform for sports and lifestyle products, has just announced adidas as the sponsor of Netshoes Run, which will take place on the 18th in Brasília. The event also has the support of Exame (from the Dasa group) and a partnership with Spotify, responsible for both creating exclusive running playlists on the app and hosting a show with DJ Cabra Guaraná. The road race is expected to gather around 6,000 participants, and registrations are in the final stretch: 80% of the tickets have already been sold.

"We are very excited to arrive in Brasília with our Netshoes Run, an event that encourages sports and social gathering, promoting well-being and a moment of leisure. It is an event for the whole family, and we want it to always be memorable," says Gabriele Claudino, Netshoes' marketing director. At each stage, each location we announce, we bring sponsors and actions that are of interest to the athletes. This time, it will be no different.

The Esplanade of Ministries was chosen for the first Netshoes Run of 2025. Runners can run 5km, 10km, or 15km. There is also the option to take a 1 km walk and the children's trail to entertain the kids.

The event will feature various activations such as: Netshoes lounge, Adidas arena, Exame health area, which will include post-race massage, pneumatic boots, and cryotherapy baths, as well as a kids' area for young runners. The highlight will be the central stage, featuring DJ Cabra Guaraná, well known to the Brasília audience for his eclectic style and a sound that blends funk carioca, hip-hop, trap, psychedelic pop, and experimental elements.

YDUQS announces partnership with Bemobi to digitize payments

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YDUQS announces partnership with Bemobi to digitize payments

YDUQS, one of the largest higher education groups in Brazil, announces a strategic partnership with Bemobi (BMOB3), a leading company in the recurring payment solutions sector in Brazil. The partnership, recently established and scheduled for implementation this month, aims to further modernize students' payment journey, providing an integrated and efficient omnichannel experience.

The solution will be implemented in stages, starting with the billing portal, followed by integration with the App and Web Portal for student relationship, the inclusion of recurrence intelligence, and other channels. With cutting-edge technology for the educational sector, this approach will ensure greater flexibility, accessibility, and convenience for students, while also driving the digitalization of the segment. The project includes payment orchestration, advanced tokenization, and fraud prevention.

Bemobi's white-label platform will offer online payments via credit card and Pix, as well as innovative and constantly evolving alternatives such as Click to Pay, Wallets, and Google Pay. It will also feature a cross-channel checkout, prepared to support and integrate, in the future, other points of service for students, providing a smooth and intuitive payment experience.

"At YDUQS, we believe that education transforms lives — and, therefore, we constantly seek ways to make this journey more accessible, welcoming, and efficient for our over 1.3 million students," says Talita Rebouças, Director of Financial Operations at YDUQS. "This new initiative reinforces our commitment to providing a smoother payment experience by incorporating digital solutions that make our students' daily lives easier, offering modern, secure, and flexible payment methods. We hope, with this, not only to optimize the collection process and reduce default rates but also to strengthen the trust and closeness with each student throughout their journey with us," he concludes.

In turn, Bemobi reinforces its commitment to the digitization of the educational sector. The partnership between YDUQS and Bemobi marks an additional step forward in modernizing payments in higher education, eliminating friction and making the experience more agile and secure. "Our commitment is to accelerate the digitalization of the country's major sectors, such as education," explains Pedro Ripper, co-founder and CEO of Bemobi. Currently, the company serves 10 of the 15 largest recurring service companies in Brazil, including 100% of telecommunications operators and 70% of the utilities base.

LWSA shows growth in operational metrics, net revenue, and margin expansion in Q1 2025.

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LWSA shows growth in operational metrics, net revenue, and margin expansion in Q1 2025.

LWSA announced its financial results for 1Q25, showing growth and productivity gains, reflected in both EBITDA margin and Operating Cash Generation, which showed significant expansion compared to the same period last year.Check it out here. 

In the period, theGMV of the Ecosystemgrew by 14.5%, reaching R$18.2 billion, while theTPVIt advanced 15.7% (R$2 billion), surpassing the growth of Brazil's e-commerce segment in the first quarter of the year. THEOwn Store GMVIt increased by 14.1%, amounting to R$1.5 billion, surpassing the growth of the previous quarter, which was 12%.

Regarding the consolidated net revenue, LWSA has resumed its growth, with an increase of 8.8% (R$348.9 million) compared to the same period in 2024.

In the Commerce segment, revenue grew by 12.6% compared to Q1 24. In the same period, the company recorded a 6.8% growth compared to 1Q24 in the e-commerce subscriber base, accelerating compared to 4Q24 and contributing to a 15.5% increase in platform subscription net revenue.

In the quarter, LWSA showed growth in Adjusted EBITDA, with a 15.1% expansion. The Operating Cash Generation increased by 46% compared to 1Q24, as a result of operational efficiency initiatives implemented within the company.

The Net Profit for Q1 2025 was R$14.8 million, while the Adjusted Net Profit for the period was R$34.8 million, an increase of 28.4% compared to Q1 2024.

"We carried out a comprehensive strategic planning, in partnership with a renowned external consultancy, which helped us define clear guidelines for our growth over the next five years. We developed a detailed plan aimed at enhancing our operational performance and accelerating the growth of the operation," says Rafael Chamas, CEO of LWSA.

The company's goal is to create a solid foundation for sustainable growth in the coming years. "We are developing organizational and structural changes aimed at providing increasingly customer journey-centered solutions, prioritizing user experience and internal process efficiency," highlights André Kubota, CFO of LWSA.

TikTok Shop promises to revolutionize Brazilian e-commerce and generate R$39 billion by 2028

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TikTok Shop promises to revolutionize Brazilian e-commerce and generate R$39 billion by 2028

TikTok Shop arrives in Brazil today with the potential to transform the national e-commerce, combining content and shopping into a fully integrated experience.According to Santander projections, the new feature is expected to generate up to R$39 billion by 2028, representing 5% to 9% of Brazilian e-commerce and placing the platform among the top 5 players in the sector.

"It's a much more fluid and impulsive experience that combines entertainment with conversion," comments Rafael Kiso, founder and CMO of mLabs, the largest social media management platform in Latin America."TikTok Shop eliminates friction in the shopping journey. The user watches a video or a live, becomes interested in the product, and purchases right there, without leaving the app. Data from Santander and Itaú BBA show that this process can take less than 7 minutes — it's the perfect combination of impulse and convenience," explains Kiso.

Ecosystem in transformationKiso outlines the opportunities for different actors

  • The brands:"It's a race to occupy this new territory and establish authority as quickly as possible. Those who arrive first can position themselves as a reference on the platform."
  • Agencies:Agencies will also gain relevance, mainly by helping brands recruit charismatic salespeople for live broadcasts and produce content adapted to the vertical, fast, direct format that works well on TikTok. In China, there are specialized agencies solely for this.
  • Influencers:For influencers, a new monetization avenue opens up with real-time sales commissions. In other words, it's not just about reach, it's about direct impact on sales.

A new logic: social + live retailIn the end, TikTok is not just entering e-commerce but merging social media with live retail. The founder of mLabs contrasts the model with competitors: "Mercado Livre and Shopee are trying live shopping, but they lack the organic fusion between social media and retail. Instagram, on the other hand, insists on taking the user outside the app — precisely when rejection of feed ads is only increasing."

"TikTok is not just entering e-commerce. It is rewriting the rules by combining discovery, entertainment, and transaction in one place. The question is: who will master this new logic first?" asks Kiso.

WhatsApp is the new customer service counter for Brazilian SMEs

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WhatsApp is the new customer service counter for Brazilian SMEs

WhatsApp has established itself as a true service counter, showcase, and even cash register for small businesses across Brazil. But what happens when the volume of messages increases and the organization of the service begins to fall apart? This challenge can be overcome with the help of technological solutions, which offer the agility and efficiency needed to optimize communication and improve the customer experience.

Currently, WhatsApp is the main communication channel for SMEs, but many still use this tool in an improvised manner. This harms the customer experience and results in missed sales opportunities," says César Baleco, CEO of IRRAH TECH, a specialist in automation and artificial intelligence solutions for retail. The company offers PlugChat, a platform that helps small and medium-sized businesses professionalize the use of WhatsApp in customer service and relationship management.

According to the 2024 Marketing and Sales Panorama by RD Station, 70% of Brazilian companies already use WhatsApp as their main means of contact with their customers and leads. "The challenge, however, is to scale this service without losing control or quality," says Baleco.

He explains that technologies, such as PlugChat, are capable of centralizing all WhatsApp customer service into a single number, allowing multiple company agents to respond to customers simultaneously and in an organized manner. The records are saved, and managers can monitor the team's performance in real time, with clear metrics.

"The businessman no longer needs to worry if the client spoke with Fulano or Ciclano. The conversation is there, in the system, visible to everyone involved. This eliminates misunderstandings and speeds up responses," says Baleco.

Additionally, the platform integrates with tools like Trello, transforming conversations into tasks for other areas of the company, such as technical support, finance, or logistics. This ensures agility in deliveries and greater operational efficiency.

Another important feature is the automatic sending of satisfaction surveys at the end of the service. According to Baleco, this feature helps the entrepreneur understand where they can improve. It's a simple way to listen to the customer without the need for complex tools.

The CEO of IRRAH TECH comments that many SMEs started using WhatsApp casually, replying to messages from their personal numbers. However, he emphasizes that, with the digitalization driven by the pandemic and the growth of e-commerce, the app has become an extension of the business and requires professional tools. "Helping the small entrepreneur take this step: moving from improvisation to intelligent, data-driven management," says the CEO of IRRAH TECH.

Mother's Day 2025: 90% of Brazilians will gift their mothers

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Mother's Day 2025: 90% of Brazilians will gift their mothers

Mother's Day, one of the most important dates for Brazilian retail, is expected to gain even more prominence in 2025, especially in consumer purchasing behavior. A Koin, a leading fintech in "Buy Now, Pay Later" (BNPL) solutions in Brazil, reports that 90% of respondents plan to gift their mothers this year.

Among the most desired items, clothing and accessories lead the list, with 41.1% of purchase intentions, followed by beauty and personal care products (35.5%) and household items (17.8%). Technology items, such as smartphones, laptops, and electronics, appear with 21.8% preference. Jewelry accounts for 15.2%, while experiences such as dinners and spa days reach 14.2%, and flowers, 12.2%. Finally, books, entertainment products, and personalized gifts make up (7.6%) of the choices.

Regarding the value of the gifts, 34.5% of respondents plan to spend between R$ 51 and R$ 150. Others (19.3%) intend to invest between R$ 151 and R$ 200; (15.2%) between R$ 251 and R$ 350; (11.7%) between R$ 351 and R$ 500; and (11.2%) between R$ 501 and R$ 1,000. A more select group (8.1%) is willing to spend over R$ 1,000 to celebrate the occasion.

In terms of payment methods, the preference is for installment payments: 37.1% of consumers say they will divide the amount into up to five installments; 20.8% into two installments; and 31% plan to pay in more than five installments. Only (11.2%) said they intend to pay in cash.

For Gabriela Jubram, Head of Marketing at Koin, data is marked by affection, but also by conscious financial choices. "Today, Brazilians are looking for options that fit their budget and make everyday life easier. Koin's installment Pix is a representation of this movement, as it allows gifting without compromising the budget," he highlights.

The research also investigated the criteria that guide the choice of gifts. For most consumers (89.9%), the main goal is to demonstrate gratitude. Already (18.8%) say they will decide what to buy at the moment; (12.2%) have not yet thought about the matter; the same percentage intends to follow exactly what their mother requests; and others (12.2%) will prioritize the price.

The survey was conducted in the last week of April, with 300 people. In multiple-choice questions, the percentages can exceed 100%.

Brazilian technology revolutionizes commission management and networks in multi-level marketing and affiliates

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Brazilian technology revolutionizes commission management and networks in multi-level marketing and affiliates

Despite the exponential growth of the sector, the biggest pain point for companies involved in multi-level marketing (MLM) and affiliate programs remains the same: lack of control, transparency, and real scalability. However, the scenario is changing. In 2024, the direct sales sector moved R$50 billion in Brazil, with over 3.5 million independent entrepreneurs, according to data from the Brazilian Association of Direct Selling Companies (ABEVD).

It is precisely to serve this growing ecosystem that Bindflow, a Curitiba-based company specializing in technological solutions, partnered with the MultiSeller platform. The result is a robust and automated solution for businesses operating in B2B, B2C, direct sales, and relationship marketing, enabling scalable operations with intelligence, security, and performance.

"We see enormous growth potential in affiliate and MLM models, especially when driven by cutting-edge technology. The partnership with MultiSeller allowed us to create a comprehensive solution that goes far beyond the traditional: we automate operational processes, structure intelligent commission management, and develop tools to scale support for large networks, focusing on performance and experience," says Emerson Martens, CEO of Bindflow.

The data from the Brazilian Association of Electronic Commerce (ABComm) confirms the expansion of e-commerce with a recorded revenue of R$ 204.3 billion in 2024, a 10.5% increase compared to the previous year. By 2025, the expectation is to surpass R$ 234 billion, driven by an average ticket of R$ 539.28, more than 435 million orders, and a buyer base that is expected to exceed 94 million. This advance directly reflects the strengthening of alternative sales channels, such as affiliate marketing, which moves more than R$20 billion annually, and MLM, which grew 6.3% last year, according to ABEVD (Brazilian Association of Direct Selling Companies).

These changes are rooted in three major milestones of digital transformation: mobile internet access, initiated in 2007; the impact of the pandemic, which accelerated digitalization; and now, the prominence of Artificial Intelligence (AI) in personalizing experiences and automating processes, a key factor for the scalability of decentralized sales models.

According to MultiSeller's CEO, Guilherme Camilli, the platform was created to serve both businesses that already operate with direct sales and those that wish to create affiliate programs and MLM in a structured way, using cutting-edge technology, simplified management, and compliance. Designed to serve from small digital businesses to large direct sales operations, MultiSeller allows for affiliate registration and tracking, automates sales, and manages commissions across multiple levels of referral, with security and high performance.

The platform supports over 100,000 simultaneous users and is capable of reducing network management time by up to 40%, thanks to automation of registrations, payments, and reports. "Today, the software available for direct sales is still predominantly focused on B2B and does not offer the necessary tools for efficient network sales control and management." Our commitment is to provide applicable innovation that makes life easier for managers and brings more transparency and efficiency to the entire ecosystem," says Camilli.

With flexibility to customize the platform according to each client's business model, MultiSeller serves brands seeking to structure traditional networks or explore affiliate marketing in new digital formats. The goal is to empower more than 500 companies with the solution in the next two years, reinforcing the expansion plan that forecasts a 30% growth in the digital solutions segment by 2026.

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