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Netshoes launches 'little finds' section with curated women's pieces focused on sporty lifestyle

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Netshoes launches 'little finds' section with curated women's pieces focused on sporty lifestyle

Netshoes, the largest e-commerce platform for sports and lifestyle articles in the country, has just partnered with Steal the Look, a fashion, beauty, and lifestyle platform, and leader in shoppable content in Brazil, taking another step towards strategies focused on reaching the female audience. The project involves endorsing "little finds" related to clothing for this audience with items connected to the sports lifestyle, curated by the portal's specialized team. The initiative is part of Netshoes' strategic actions to expand its positioning and strengthen its connection with the most diverse customer communities.

"Steal the Look is a reference in fashion, beauty, and lifestyle content, the ideal partner to provide recommendations on trending items that are in style, whether for sports or everyday life," says Gabriele Claudino, Marketing Director of Netshoes. Strategically, in addition to strengthening our position in sportstyle, our goal is to get even closer to the female audience, as we know that purchases made on fashion e-commerce platforms are dominated by women.

The digital content platform will curate pieces related to sports lifestyle that are also stylish items for everyday wear. These choices, which aim to combine comfort, style, and functionality, will receive the "Steal The Look Indica" badge and will be highlighted on the Netshoes website and app.

"We joined forces with Netshoes to inspire our community to explore new style possibilities, blending the sports universe with casual wear. We want to show that it's possible to create comfortable, functional, and super stylish looks for everyday life. Developing this curation alongside Netshoes reinforces our positioning as a reference in fashion, beauty, and lifestyle, and allows us to further expand the dialogue with women seeking versatility and style on all occasions," says Manuela Bordasch, CEO of Steal The Look.

Netshoes and women

This is just one of the actions the company has been taking with a focus on the female audience. In March, to mark the start of the Netshoes Run Tour, the brand held an exclusive training session for women in Belo Horizonte, with 100 participants, featuring the category ambassador, Bruna Ianhez. The initiative reinforces Netshoes' commitment to inclusion, well-being, and the female sports lifestyle.

Another relevant activity for the audience was the celebration of the brand's 25th anniversary, which featured influencer Lela Brandão, invited to talk with consumers about sports and well-being. In addition to participating in the event, Lela's podcast "Gostosas Também Choram" was sponsored by Netshoes, in the episode "People Want Me to Lose Weight," which helped increase the brand's visibility among the female audience.

Women's consumption and sporty lifestyle

A survey by Linx, a company of the StoneCo group, published at the beginning of the year, indicates that 82% of purchases made on e-commerce sites related to the fashion retail sector are made by women. On average, these consumers are 40 years old. On the other hand, a study by Itaú Unibanco revealed that Brazilians' spending on fitness products and gyms increased by 35% in 2023 compared to 2022. If the research sample only covers Generation Z, those born between 1995 and 2010 were the ones with the highest increases in fitness sector purchases last year, with a 65% increase in total spending.

KaBuM! celebrates 22 years with offers and 130 thousand reais in prizes for the community

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KaBuM! celebrates 22 years with offers and 130 thousand reais in prizes for the community

THEKaBuM!, and technology and gaming e-commerce has already begun its birthday celebrations. Throughout the month, the e-commerce conducts its already traditional campaignMega MayThe period, highly anticipated by ninjas, is filled with offers and special actions for the community passionate about technological innovations and electronic games.

For this year, Mega Maio will feature many draws for items desired by gamers and will also give away a year of free shopping – worth 3,000 reais per month – totaling over 130,000 reais in prizes. Additionally, the website and app feature promotions of up to 80% off.


In total, the campaign will reward 22 lucky winners with high-performance products that are on any technology enthusiast's wishlist. Among the prizes are seven 5070 graphics cards, seven gaming monitors, and seven PlayStation 5 consoles.

To participate in the draws, simply make purchases on the company's website or app during the campaign period. For every 100 reais spent, the consumer receives a lucky number. The chances increase depending on the type of purchase: those who buy products through the app, pay via PIX, are Prime Ninja subscribers, use the "Build Your PC" tool, or shop on Saturdays and Sundays, receive double the lucky numbers for every 100 reais. New users who download the KaBuM! app receive an extra lucky number.

The draws will be held after the campaign ends, in accordance with the rules available on the website.www.kabum.com.br/megamaio. 

How to adopt a cloud-first strategy and accelerate digital transformation

Alexandre Theodoro
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How to adopt a cloud-first strategy and accelerate digital transformation

Nowadays, betting on the cloud is no longer an option; it is a necessity for any company that wants to remain relevant in the market. More than a technical choice for IT infrastructure, the cloud can be the main driver of business transformation, providing much greater agility both in daily operations and in launching innovations.

It's no coincidence that the cloud services market in Brazil is expected to grow by more than 20% annually, according to Brasscom (Brazilian Association of Information Technology and Communication Companies). This growth shows how strategic it is to adopt a cloud-first approach, especially for companies that were not born digital and need to catch up.

The challenges of cloud migration

Traditional companies still face some difficulties when migrating to the cloud. Unlike startups, which already start their operations in the cloud, these organizations have to deal with legacy systems, cultural changes within teams, and concerns about regulations such as the LGPD (General Data Protection Law). Furthermore, there is always pressure to deliver quick results, which can make the migration even more challenging.

The benefits are clear: a Gartner survey showed that Brazilian companies that adopted a cloud-first strategy experienced up to a 35% increase in operational efficiency and reduced costs by up to 30%. Not to mention the flexibility that the cloud offers, allowing companies to adjust their resources according to demand, without wasting investments.

To start this transition on the right foot, it is essential to conduct an assessment of the current infrastructure, understanding what needs to be migrated first. The choice of cloud service provider is also a crucial step, as the Brazilian market has several options. Additionally, many companies choose a hybrid or multicloud approach to gain more security and flexibility.

One of the most important points when migrating to the cloud is security. According to Fortinet data, 54% of Brazilian companies that adopt cloud-first environments strengthen their protection policies, including encryption, real-time monitoring, and predictive threat analysis.

And what about the cost? Despite the initial investment, the cloud pays off quickly. A McKinsey study showed that companies that adopted a cloud-first strategy recovered their investment in less than two years, which is an excellent result by Brazilian standards.

The cloud-first strategy is a competitive advantage for any company that wants to stay ahead. With good planning, appropriate supplier selection, focus on digital security, and team training, organizations not only reduce costs and gain efficiency but also prepare for an increasingly challenging and dynamic digital future.

Artificial Intelligence with good humor and zero "tech-speak": a book that simplifies the topic for the general public

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Artificial Intelligence with good humor and zero "tech-speak": a book that simplifies the topic for the general public

In a scenario where artificial intelligence already influences everything — from online shopping to content consumption, including education, health, and culture — the book "Artificial Intelligence for Dummies... Like Me" emerges as an essential read for those who want to stay updated without having to become programmers.

With over 20 years of experience in education, communication, and technology, and several co-authored books published, Professor Dr. Fernando Moreira has combined all his expertise in artificial intelligence, consulting, and teaching to write this work, which is already available for pre-order on Amazon.

The book's proposal arose from the author's real experiences with people who, like him, have felt intimidated by the complexity of the digital world. "It's a book for those who thought AI was only for NASA engineers, but now want to understand, use, and even have fun with it," he said.

With accessible, fun language filled with unusual analogies (like an astronaut squirrel and AI cake recipes), the book invites the ordinary reader — especially those who still "struggle with autocorrect" — to dive into the world of artificial intelligence without fear, complicated formulas, or losing the fun.

Aimed at the layperson, curious or even resistant to technology, the publication is a true gateway to the conscious and practical use of AI in everyday life. Fernando bets on clear explanations, humorous illustrations, practical challenges, and a "smart-idiot" glossary to help the reader not get lost in the acronyms and technical jargon that usually discourage those who most need to understand the subject.

"It's not a course, nor a mentorship, nor a miraculous product. It's a push for those who want to stop falling behind in this increasingly digital world," he says.

App Quero Delivery invoices R$ 45M in 2024 and aims to expand to the South and Southeast to grow 30% in 2025

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App Quero Delivery invoices R$ 45M in 2024 and aims to expand to the South and Southeast to grow 30% in 2025

In a delivery market increasingly concentrated in major capitals and contested by giants, theI want deliverybets on an opposite and successful route. Created in the interior of Sergipe in 2018, the delivery and service app recorded a 40% growth compared to the previous year, reaching a revenue of R$ 45 million in 2024. Now begins a new phase of growth: your entry into the South and Southeast of the country, focusing on municipalities with up to 300,000 inhabitants.

In 2024, Quero Delivery. The platform, which operates as one of the main delivery hubs in the Northeast, moved over R$ 498 million in GMV (Gross Merchandise Volume) in the region throughout the year. Quero's strategy differentiates itself by targeting locations outside the radar of the major platforms. Instead of competing in megacities, the company developed an exclusive business model to serve small and medium-sized municipalities, where local commerce still plays a central role in the economy.

By 2025, the company projects an additional 30% growth, driven by expansion into new cities and strengthening strategic partnerships with local restaurants, markets, and pharmacies. The company aims to reach 60 new cities in six states by the end of 2025. Among the first municipalities to receive the operation are Barretos, Bebedouro, and Jales, in the interior of São Paulo — regions with a strong commercial vocation, but still lacking digital solutions focused on logistics and local retail.

"Quero was born to connect the real Brazil to the digital world, respecting the consumption dynamics and the commercial structure of cities outside the major centers," says Miguel Neto, co-founder of the company. Alongside Danilo Souza, Miguel created the app in Lagarto (SE), and today he leads the operation together with Eduardo França, former global vice president of key accounts at AB InBev.

The operation is already present in 240 cities across 14 states, with a comprehensive ecosystem that goes beyond traditional delivery: the app offers food, pharmacy, grocery, and other services, promoting a broad digitalization of local commerce.

Quero's competitive advantage lies in the combination of accessible technology and regional capillarity strategy. This ecosystem creates a positive network effect: while retailers gain more visibility and sales, consumers access a broader and more varied offer, which increases usage recurrence and loyalty.

The advancement of Quero Delivery occurs at a time of transformation in the urban logistics and delivery sector. According to data from ABComm (Brazilian Association of Electronic Commerce), e-commerce in medium-sized cities grew by 19% in 2023, and the trend is accelerating as new digital solutions gain ground outside the major cities.

Furthermore, according to a survey by PwC Brazil, 78% of consumers in cities with up to 300,000 inhabitants consider delivery service a decisive factor for online shopping, a fertile ground for companies like Quero that understand the logistical and operational challenges of these regions.

With the expansion to the Southeast and South, the startup targets a still largely unexplored market segment, with potential for efficient scaling and differentiation. "We aim to be the leading delivery and service app in medium-sized Brazilian cities, with a model that delivers real value to merchants and consumers," summarizes Eduardo França.

Check out 5 steps for retail to boost your sales on Mother's Day

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Check out 5 steps for retail to boost your sales on Mother's Day

Celebrated on May 11th, Mother's Day is one of the most important dates for Brazilian retail, second only to Christmas in sales volume. To capitalize on the commercial potential of this occasion, retailers need to be prepared with assertive strategies that involve customer experience, creative promotions, and digital presence.

According to a survey conducted by the Locomotiva Institute in partnership with QuestionPro, 8 out of 10 Brazilians plan to give gifts on Mother's Day in 2025. It is estimated that around 133 million consumers drive the market, strengthening sales in the national retail sector, both in physical and digital environments.

Faced with this promising scenario, Raphael Lassance, partner and mentor of Sales Club, the largest sales community in Brazil, outlined 5 fundamental steps that retailers should follow to boost their sales this Mother's Day.

  1. Understand your customer's behaviorBefore selling, it is necessary to know. Use previous purchase data, website behavior, and social media interactions to understand what your audience is looking for on this date. Personalization begins with listening.
  2. Thematic campaigns and special promotionsCreating specific campaigns for Mother's Day, with emotional appeal and targeted language, helps connect the brand to the consumer. Offering promotions such as combos, progressive discounts, freebies, and personalized kits can attract more customers and increase the average ticket.
  3. Humanized shopping experienceCustomer service makes all the difference. Training the team to offer a more consultative and empathetic service can convert more sales. In the online environment, well-programmed chatbots, personalized recommendations, and ease of navigation are factors that positively impact the purchasing decision.
  4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, influencer partnerships, and social media content help boost traffic, engage the audience, and increase conversions. A well-structured e-commerce with options for fast delivery or in-store pickup is also a competitive advantage.
  5. Explore all channelsBeing omnichannel is a great differentiator. Being present in the physical store, e-commerce, social media, and WhatsApp, with consistent messages and channel integration, increases reach and conversion chances.

"By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels, and offering convenience at all touchpoints, retail positions itself strategically to turn Mother's Day into an opportunity for growth, loyalty, and connection with the audience," says Raphael Lassance.

About 67% of Brazilian women entrepreneurs are mothers

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About 67% of Brazilian women entrepreneurs are mothers

According to the "Women Entrepreneurship" survey conducted by the Brazilian Service of Support for Micro and Small Enterprises (Sebrae) in 2024, more than half (67%) of female entrepreneurs in Brazil have children. Elas conciliam a missão de empreender e gerar renda aos cuidados da maternidade, além de assumirem mais um papel: o de inspirar e ensinar o empreendedorismo para os próprios filhos.

Apesar do papel da educação não ser apenas de mães, as mulheres que comandam negócios podem incluir, desde a primeira infância, hábitos na rotina para desenvolver adultos com habilidades para lidarem com o dinheiro. O ambiente familiar é um dos primeiros que a criança terá interação, e é nele que o jovem deve se sentir seguro o suficiente para aprender a mexer com dinheiro e outros temas relacionados à saúde financeira.

“Em casa é um ambiente confiável e confortável para se falar sobre finanças e ainda termos certeza do que está sendo ensinado. O que percebemos nas redes sociais e na TV, é um bombardeio de informações equivocadas, orientando sobre jogos de apostas, ao ganho fácil de dinheiro, investimentos baixos com retornos mirabolantes e a gastos desenfreados. Estão produzindo jovens que compram por impulso, se endividam facilmente com o fácil acesso ao crédito, principalmente em bancos digitais, e com pouco ou nenhum conhecimento sobre investimentos”, afirma Vanessa Cristiane Motta de Matos, sócia-fundadora da Investeendo.

A empreendedora é uma das sócias-fundadoras da startup que ensina a educação financeira e empreendedora para crianças e adolescentes, por meio da gamificação física e digital, que une o lúdico e os ensinamentos sobre temas como investimentos seguros, empréstimos e compra e venda. A Investeendo, reconhecida por sua inovação, foi criada junto a sua filha, Mariana Motta de Matos e ao outro sócio, Sam Adam Hoffmann, no final de 2022, e desde então já impactou mais de 6 mil jovens em três estados brasileiros, com o uso de mais de 40 jogos digitais e físicos e participou de diversas iniciativas, como o programa Shark Tank Brasil.

Ensinamentos financeiros durante a infância

Apesar da vida profissional de mãe e filha se juntarem apenas no negócio social, os ensinamentos sobre empreendedorismo começaram bem antes e dentro de casa, ainda na adolescência. “Desde cedo, minha mãe falava e me ensinava sobre o que fazer para receber dinheiro, como gastar e quanto poupar para que eu conseguisse comprar alguma coisa que eu quisesse muito”, conta Mariana.

A administradora de empresas relembra que ao começar a entender o valor das coisas e querer ganhar seu próprio dinheiro, a mãe a apoiou a iniciar seu negócio na escola. “Eu era menor de idade e não podia ter um trabalho convencional, então tivemos a ideia de começar a vender balinha de brigadeiro gourmet.Eu produzia e vendia nos intervalos das aulas. No primeiro dia eu vendi absolutamente tudo, no segundo, tudo também, e tive que começar a aumentar minha produção para dar conta da demanda. Fazíamos juntas análises de custos e lucro e colocava no papel o quanto precisava guardar para o meu objetivo maior. Alguns meses se passaram  e consegui comprar meu primeiro celular, e o melhor: com o meu próprio dinheiro”.

Além do apoio no primeiro negócio, Vanessa sempre ensinou a filha de forma lúdica e divertida. “Como mãe, sempre me preocupei com a educação financeira que eu deveria dar para a Mari desde cedo, pois as escolas não ensinam e esta é uma certeza na vida: de que iremos lidar com dinheiro em algum momento. Quando pequena, tínhamos na geladeira um ‘contrato’, bem simples e fácil de acompanhar. Tinham três colunas, na primeira as atitudes remuneradas, na segunda o valor que ela receberia pelo cumprimento de cada uma delas e na terceira o que fazia ela perder dinheiro, por exemplo: responder os pais”.

Ao crescer e entender com clareza sua relação com o dinheiro, Mariana observava que outros jovens da sua idade não possuíam o mesmo entendimento, além de valores distorcidos sobre o assunto. Desta forma, ela se dispôs a falar com eles sobre finanças nas escolas do interior do Paraná. Em um desses encontros, elas conheceram Sam, professor da rede pública, e logo viraram sócios com o objetivo de ensinar educação financeira de uma maneira gamificada e divertida.

Pequenos hábitos para ensinar noções financeiras dentro de casa

Atualmente, o Brasil conta com mais de 73 milhões de endividados, de acordo com um levantamento realizado pelo Serasa. Para garantir que os jovens se tornem adultos com consciência financeira e não se endividem, eles devem aprender desde a infância. “Para uma criança de 04 anos, duas notas de R$2 valem mais do que uma nota de R$10. Eles entendem que a quantidade de notas vale mais que o valor nominal da nota. Então, quando estiverem no mercado, os pais podem pedir para que a criança escolha apenas uma coisa. Repare que não falamos de dinheiro, mas sim, da atitude da criança frente às escolhas”, explica Vanessa.

A bancária e empresária ressalta que de acordo com o crescimento da criança, as atitudes, que devem se tornar hábitos rotineiros, mudam. “Para crianças mais velhas, é importante dar a elas um valor e dizer que há apenas ele para gastar. É importante ser firme caso as escolhas fiquem mais caras, além de sugerir que, caso ela queira algo mais caro, guarde o valor para a próxima ida às compras”.

Paralelo às dicas, as atividades remuneradas também são importantes  formas de ensinar. “O mais importante é entender que toda a família é responsável pelas finanças. Uma criança não deve trabalhar para contribuir com alguma renda, mas ela pode apagar uma luz, fechar uma torneira, cuidar dos brinquedos e não desperdiçar. Mostre para ela a conta de água e explique que se ela economizar X reais da conta, vai ser possível ir ao cinema uma vez ao mês, já que ela ajudou na economia”, sugere Vanessa.

Technology and data privacy as allies of digital marketing

Carla Evelyn Botelho
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Technology and data privacy as allies of digital marketing

In recent years, data privacy has become an increasingly relevant topic. According to the Internet Steering Committee in Brazil (CGI.br), 60% of Brazilians are concerned about the provision of biometric data, such as fingerprints and facial recognition. In digital marketing, data collection has always been important for creating effective and personalized campaigns, but with the increasing awareness of data protection, companies face the challenge of balancing their marketing strategies with respect for users' privacy.

Transparency regarding data use is no longer considered a good practice but has become a legal requirement. In this context, the creation of stricter regulations can be seen, such as the General Data Protection Regulation (GDPR) in Europe and the General Data Protection Law (LGPD) in Brazil, but there is still resistance from many organizations. The research by Daryus consultancy, for example, revealed that only 20% of companies are fully compliant with LGPD, highlighting the challenges in implementing protection practices.

Increasingly, data privacy needs to be understood as an opportunity to innovate and strengthen the trust relationship with consumers. When respected and maintained with transparency, it can transform the way brands communicate, creating more effective campaigns and lasting relationships.

Therefore, instead of limiting data-driven marketing, this scenario challenges us to rethink how we collect, store, and use information ethically, ensuring that the security of the information provided by the consumer is always prioritized. When consumers perceive that their data is handled responsibly, they tend to share it, resulting in more relevant and personalized communication, enhancing the consumer experience.

How to use technology to your advantage

We have separated some fundamental tips to improve the use of technology aimed at the safe collection and management of data.

  • Use technologies that protect user data

Invest in solutions such as anonymization and encryption to protect the collected information. In addition to ensuring compliance with privacy legislation, these practices convey a genuine commitment to data security, which can increase consumer trust in campaigns.

  • Invest in primary data

Investing in a primary data strategy allows companies of all sizes to meet consumer privacy demands while maintaining their ability to generate insights about them. By creating a two-way street between the brand and the audience, where value flows in both directions, offering personalized recommendations, discounts, among others, as it collects data across various touchpoints.

  • Focus on a minimalist and relevant data collection

Instead of seeking large volumes of data, focus only on the essential information to personalize the user experience. This demonstrates respect for privacy and avoids excessive data collection, which can lead to distrust.

  • Bet on campaigns based on explicit consent

Ensure that consumers understand and agree to the use of their data before collecting it. Offer clear incentives, such as exclusive content or benefits, in exchange for consent, ensuring that the experience is mutually beneficial.

  • Adopt the "privacy by design" culture

An ideal approach is the adoption of a "privacy by design" culture, integrating privacy from product development to marketing campaigns. Technologies such as data anonymization and encryption help protect user information, even in cases of security incidents.

In summary, transparency in data use is a powerful tool for building more ethical and positive relationships with consumers. By clearly informing how their data will be used, companies can increase acceptance and engagement in campaigns, strengthening public loyalty and trust. Digital marketing, when aligned with principles of privacy and transparency, has the ability to adapt and thrive in any scenario.

Eu Entrego forecasts 30% growth and bets on spinoffs to transform Brazilian logistics

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Eu Entrego forecasts 30% growth and bets on spinoffs to transform Brazilian logistics

From startup to the giant of collaborative logistics, theI deliverprepares to take the next leap. The company, a pioneer in the crowdshipping model in Brazil,predicts 30% growth in 2025and I bet on a strategic move: thespin-off of its operations.

From now on, Eu Entrego unfolds into two fronts:

  • I deliver, focused on fast deliveries through a wide network of autonomous couriers.
  • Envoya new company that is born with the mission todigitize the operation of large carriers and retailersoffering SaaS solutions for more efficient and scalable logistics.

With activity in more than600 citiesand physical presence inSão Paulo, Rio de Janeiro, Curitiba, Porto Alegre, Salvador, Belo Horizonte, and Campinas, I Deliver is expanding its network ofmetropolitan hubs, with plans to arrive atall Brazilian capitals by the end of the yearThis ensures greater reachability in the modelsship from storeandsame day delivery, consolidating the company as one of the main logtechs in the country.

In 2024, the company reached the milestone of12 million deliveries madeand has a base of200 million active deliverers on your platformContinuous acceleration in 2025, withinvestments of over R$ 10 million in artificial intelligencefocused on service, routing, geolocation, and delivery clustering. As a result, a is expected20% reduction in route costsand significant gains in efficiency and predictability.

Today,65% of operations are concentrated in the Southeastbut the growth in the North and Northeast regions is the most recent highlight. I Deliver attends140 clients, among their names such asGrupo Boticário, Cobasi, Petz, Vivo, Ri Happy, Reserva, Arezzo, Riachuelo, Azul Cargo, and Jadlog.

For Vinícius Pessin, CEO and co-founder of Eu Entrego, the goal has always been to transform logistics through technology. Now, with Eu Entrego and Envoy operating in a complementary manner, we are able to deliver efficiency for retail and scalability for large carriers and industries.

With the segmentation of operations and a focus on cutting-edge technology, Eu Entrego is positioned toshaping the future of logistics in Brazilwith more agility, more intelligence, and more impact.

Mastercard launches Agent Pay, pioneering agent-based payment technology to boost commerce in the AI era

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Mastercard launches Agent Pay, pioneering agent-based payment technology to boost commerce in the AI era

Mastercard announced today the launch of its Agent Payments Program, the Mastercard Agent Pay. The innovative solution integrates with agentic AI to revolutionize commerce.

The Mastercard Agent Pay will offer smarter, safer, and more personalized payment experiences for consumers, merchants, and issuers.

The program introduces theMastercard Agentic Tokens, which are based on proven tokenization capabilities that today drive global commerce solutions such as contactless mobile payments, secure stored cards, and Mastercard Payment Passkeys, as well as programmable payments like recurring expenses and subscriptions. This helps unlock a future of seamless commerce where consumers and businesses can transact with confidence, security, and control.

Mastercard will initially collaborate with Microsoft on new use cases to scale agent-based commerce, followed by other leading AI platforms. It will also partner with technology enablers like IBM, with its watsonx Orchestrate product, to accelerate B2B use cases.

Mastercard will also work with acquirers and checkout players such as Braintree and Checkout.com to enhance the tokenization capabilities that are already being used today with merchants to offer secure and transparent agent payments.

In the case of banks, tokenized payment credentials will be seamlessly integrated into e-commerce platforms, keeping card issuers at the forefront of this rapidly evolving technology, with enhanced visibility, security, and control.

How it works:

Mastercard Agent Pay will enhance generative AI conversations for individuals and businesses by integrating reliable, seamless payment experiences into the personalized recommendations and insights already provided on conversational platforms.

This means that, for a person about to turn 30 and planning their birthday party, they can now chat with an AI agent to proactively select clothing and accessories from local boutiques and online retailers based on their style, the venue's atmosphere, and weather forecasts. Based on your preferences and feedback, the intelligent agent can make the purchase and also recommend the best way to pay, for example, using Mastercard One Credential.

A small textile company can use its AI agent to handle suppliers, optimize payment terms, and manage logistics with an international supplier. From then on, the AI agent can complete the cross-border purchase using a virtual Mastercard corporate card token and arrange for expedited and cost-effective delivery.

By identifying and validating a customer using Mastercard's tokenization technology, a retailer can offer a consistent shopping experience, adding benefits such as recommended products, free delivery, rewards, and discounts.

What does this mean:

Mastercard will work with Microsoft to integrate Microsoft's leading AI technologies, including Microsoft Azure OpenAI Service and Microsoft Copilot Studio, with Mastercard's trusted payment solutions to develop and scale intelligent commerce, meeting the evolving needs of the entire commerce value chain.

Based on the company's commitment to responsible AI, Mastercard Agent Pay will ensure that payments made within AI platforms are secure and transparent at all stages of the transaction – before, during, and after.

Deepening:

Secure registration and authentication of trusted agents:The program will require trustworthy AI agents to be registered and verified, and after this step, it will be able to make secure payments on behalf of its users.

Facilitating secure and protected transactionsEnhanced tokenization technology will enable payments to be initiated through conversational interfaces and made at millions of merchants of all sizes that support online commerce today. All players in the value chain, from consumers to issuers and merchants, will be able to recognize transactions facilitated by intelligent agents, offering greater transparency.

Establishing clear rules for consumer control:Consumers will have full control over what the agent is authorized to purchase on their behalf, ensuring that the payments they make are authorized and securely identified.

Protecting against fraud and supporting consumer disputesMastercard's world-class cybersecurity, security, and authentication capabilities will protect merchants and consumers against end-to-end malicious actors. This will include the use of AI agents to facilitate strong consumer authentication by leveraging device biometrics and a process to help clarify agent transactions that may be unfamiliar or unrecognized.

"Mastercard is transforming and improving the way the world pays, anticipating consumers' needs," said Jorn Lambert, Mastercard's global product head. The launch of Mastercard Agent Pay marks our first steps in redefining commerce in the AI era, including new merchant interfaces to distinguish trusted agents from malicious actors using agent technology.

Recognizing the seismic implications of this evolution, we are eager to collaborate with industry players to advance agent payment standards, such as applying the Model Context Protocol for Secure Remote Commerce. This establishes the foundation for scale and builds trust in agent-based trade.

What comes next?

As commerce evolves, Mastercard is committed to continuous and responsible innovation in this space – enabling use cases and maintaining a future-oriented vision.

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