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 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 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, 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%.
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.
If there's one constant in marketing, it's change. New technologies, consumer behaviors, and engagement methods are emerging at a rapid pace, creating demands for professionals with skills that, until recently, did not even exist. On Marketing Professional Day, celebrated on May 8th, Gustavo Costa, CEO of LGL Case and digital strategy expert, highlights the professions that have quietly become trends — and why they are revolutionizing the way brands connect with their audience.
Growth Hacker: the growth alchemist
Unlike traditional marketing, theGrowth HackerIt is not limited to one-time campaigns. Heacts at the intersection of marketing, technology, and data analysis, using rapid tests, automation, and creative strategies to scale businesses at reduced costs.
"Many companies still think of growth hacking as a tactic only for startups, but it is already a necessity even in large corporations," explains Gustavo. This professional masters everything from SEO and paid media to programming basics because they understand that growth today depends on continuous experimentation and data-driven optimization.
According to him, platforms like Google Ads and Meta have evolved so much that generic campaigns are no longer enough. "The Growth Hacker knows how to extract insights from analytics, adjust funnels in real time, and even create internal tools to automate processes. It is a rare profile, but one that generates tangible ROI," says the CEO of LGL.
Chief Experience Officer (CXO): the guardian of the customer journey
While the CMO (Chief Marketing Officer) focuses on attraction,theCXOis responsible for ensuring that every interaction with the brand— from the first click to after-sales — be exceptional. With customer experience as the top priority, this role has gained prominence in sectors such as retail, SaaS, and financial services.
"The consumer no longer tolerates bad experiences. A CXO not only maps the journey but also uses AI and real-time feedback to anticipate pain points and personalize each touchpoint," begins the executive. "Companies like Amazon and Netflix have been operating this way for years, but now even SMEs need someone to unify UX, customer service, and data under a single strategy," she adds.
Generative AI Specialist: the new storyteller
The explosion of tools like ChatGPT, Midjourney, and Synthesia created a demand forprofessionals who know how to apply artificial intelligence ethically and efficiently in marketingThis specialist goes beyond the basics:he understands advanced prompts, integrates APIs into workflows, and uses AI to hyper-personalize content.
"Generative AI is not just about creating posts or images quickly. It allows, for example, generating thousands of ad variations for automated A/B testing or even producing on-demand videos for different audiences," says Gustavo. "But the challenge is balancing automation with authenticity — that's why the professional of the future needs to have both creative and analytical vision."
Community Coordinator (Community Manager 2.0)
Social networks are no longer just channels for promotion, but spaces for community building. THECommunity Managermodern, according to Costa,needs to master everything from moderation to engagement strategies on emerging platforms(as Discord and Twitch), in addition to analyzing belonging metrics — not just reach.
"Brands that invest in loyal communities have lower churn and greater advocacy. This professional is almost a 'relationship DJ': blending content, interaction, and exclusivity to keep the audience engaged in the long term," he compares.
And why have these professions become permanent?Gustavo explains that the rise of these positions reflects three megatrends:
Data as raw material: "Without predictive analysis and accurate attribution, marketing becomes a shot in the dark."
Experience > Advertising: "The client wants usefulness, not just pretty messages."
Intelligent automation: "Those who do not know how to use AI will lose efficiency to competitors."
In 2024, the marketing professional needs to be a 'Swiss Army knife': technically skilled enough to understand data, but creative enough to humanize technology, he concludes. "These new features are not a trend. They are the response to a market that demands speed, personalization, and measurable results," concludes the CEO of LGL Case.
O Boticário announces its official entry into TikTok Shop, an e-commerce platform integrated with the short video app, with a soft launch scheduled for May 8. In Brazil, according to data from theData ReportalTikTok currently has 111 million users in the country, making it the third largest global market.
"TikTok Shop has established itself as a promising platform for e-commerce in Brazil, with projections to generate up to 39 billion in the country by 2028. Today, we are the largest beauty brand on the platform, and being present on TikTok Shop is part of a natural evolution of our digital strategy, as we will offer an integrated shopping experience with the content they already consume and love," says Marcela de Masi, Executive Director of Branding and Communication at Grupo Boticário.
For your debut, Boticário features two products that are already favorites of the community: Egeo Dolce and the Cuide-se Bem Pessegura 400ml Moisturizing Lotion. Both were selected based on social listening analyses, identifying the items with the highest engagement and positive mentions on the platform."We closely monitor the trends on the platform and have identified that these products generate a lot of conversation and consumer interest," emphasizes the executive.
In addition to the products available in Boticário's shop, the brand will have a base of influencers recommended by the TikTok Shop platform, who will be commissioned based on sales through an affiliate model. The strategy also includes a squad of influencers who love the favorite brands chosen for this launch, the "Egeolovers" and "Pessegura lovers," who will share their experiences with the products.
Consistency
Since officially joining TikTok in 2020, O Boticário has been one of the most engaged beauty brands on the platform, with over 6 million followers and more than 46 million likes. In 2023, Boticário was a finalist in five categories at the TikTok Awards and won for "best use of format" – a feat that, according to the brand, reflects a keen and close perspective on the platform's native movements, main viral trends, and connections with audience references and trends.
ChatGuru, a platform specialized in automation of customer service and relationship via WhatsApp, has just announced two strategic names to lead its new phase of evolution. Gabriela Vargas assumes the role of Chief Strategy Officer (CSO) and Fabrício Fonseca as Chief Technology Officer (CTO), in a move that repositions the company at the center of the technology sector in Brazil.
"Bringing professionals of this caliber to our operation reinforces our commitment to building a competitive technology company, with a strong product, strategic vision, and a team ready to deliver what the market demands, and more," says Fernando Cavalcanti, CEO of ChatGuru.
According to Cavalcanti, more than leadership reinforcements, the new signings represent a leap toward the future. "The company invests in market intelligence, continuous innovation, and high performance to scale consistently, with a focus on digital experience excellence," he emphasizes.
Gabriela brings with her a solid career in strategic expansion and product development in large-scale operations in Latin America. With experience at companies like Zenvia, combines analytical vision, expertise in customer experience, and execution capability. At ChatGuru, it arrives with the mission to lead the next growth cycle with a focus on competitive positioning and sustainable performance.
Fabrício, in turn, is a reference in software engineering and technological architecture. Co-founder of Anapro, acquired by OLX Brazil, has expertise in transforming ideas into robust and scalable operations. Now, take on the challenge of elevating ChatGuru's technological structure to a new level of efficiency and innovation.
"The announcement marks a turning point in the company's history, which appears more mature, bold, and ready to take its place among the major players in conversational technology. With Gabriela and Fabrício on board, ChatGuru not only grows but also projects a new horizon for the sector," concludes the CEO.
TikTok Shop, a feature that allows users to sell products on this social network, will start operating in Brazil from May 8, 2025. One of the firstintegration hubthe platform to be included in the country will be Magis5, which alreadyintegratesall the major marketplaces operating in Brazilian e-commerce.
For Magis5 CEO Claudio Dias, the entry of TikTok Shop promises to shake up the e-commerce market in Brazil. TikTok has 111.3 millionusersIn Brazil, the third largest online presence in the world. They are potential clients of different age groups and consumption profiles. In other words, the reach of theplatform"For e-commerce, it's gigantic," he/she/they assess.
Effectiveness lies both in the number of users that can be converted into online sellers and in the diversity of items to be sold, says Dias. "The expectation is of strong appeal for the commercialization, on TikTok Shop, of items in the beauty, personal care and health, fashion, and electronics segments."
The specialist explains that TikTok's 'shop' feature is already available in the United States, the Philippines, Indonesia, Malaysia, the United Kingdom, Singapore, Thailand, and Vietnam. Recently, it arrived in Mexico. In all these countries, successfully. In the United States alone, the platform handles $9 billion annually. For Brazil, it's a chance inpotential, and an economically blue ocean," he bets.
Magis5 was selected as a strategic partner of TikTok Shop even during the platform's planning phase in Brazil. The agreement, signed under confidentiality, ensured the development of advanced technical integration even before the official announcement. "This partnership reinforces our role as an essential integration hub for sellers in growing their businesses in the national market," highlights Dias.
Magis5 unifies 12 marketplaces – including the recently launched TikTok Shop – into a single integrated platform. Sellers gain agility with automated publishing, real-time inventory control, and centralized order management, simplifying operations that were previously complex and time-consuming.
The solutionautomatewith precision. From documents to logistics ofstockeverything is managed with customizable rules and integrated analytics. "Result?" Reduction ofoperational costselimination of manual errors and capacity toscale salessafely – advantages that explain why the platform moves millions in digital retail," explains the CEO of Magis5.
Based in Rio Claro (SP) and operating nationwide, Magis5 began its operations in 2018. More than R$ 5 billion has already passed through the marketplace integration hub, which has processed over 50 million orders. The company has a team of over 100 employees.
E-commerce has been rapidly evolving, driven by changes in consumer behavior, mainly due to technological advancements and new digital solutions. As a consequence, companies' demand for new channels of negotiation and relationship with the public increases, such as themarketplacesande-commerceThat's why theNubimetricsplatform that empowerssellersand big brands with smart data, it becomes essential for companies to stand out in this competitive environment. According toJuliana Vital, Global Chief Revenue Officer of the startup,The use of strategic information allows understanding customer preferences and anticipating trends for more accurate decision-making, a decisive factor for business success.
According to the Product Intelligence Report,Organizations that use source intelligence tools are 5.5 times more likely to see their revenue grow by more than 25% annually than those that do not use them.However, Nubimetrics' CRO emphasizes that implementation alone is not enough — it is necessary to choose platforms with intelligent analysis and insights capabilities, which will support the entire market analysis process with high accuracy and forecasting ability.
This is a decisive role for brands, allowing them to extractinsights precise to improve operations. The intelligent interpretation of this information enables more effective adjustments in marketing campaigns, product launches, stock optimization, and user experience improvement, resulting in more informed decisions and greater profitability," the specialist concludes.
Walking alongside the consumer, who is different, for the executive, the big brands also have diverse needs in their segments, even if they share the same goals: to drive sustainable growth and ensure positive shopping experiences. With a future-oriented vision, Nubimetrics combines advanced technologies — such as artificial intelligence andbig data- the expertise of industry specialists to understand the specific demands of each company. To accelerate the growth of our clients inmarketplacesande-commerceWe developed a package of customized services that are integrated into the platform that contains the entire solution, thus adapting to the needs of each segment.finishes the professional.
