For years, the growth of Brazilian e-commerce was driven by a simple logic: paid traffic comes in, orders go out. But this model of constant and loosely connected acquisition is increasingly pressured — whether by the rising cost of media, by the fragmentation of channels, or by the volatility of the consumer.
The maturity of the market demands a shift: from transactional operations to long-term relationships. It is in this context that the rebranding of Mailbiz to Flowbiz stands out. Not only for representing a technological evolution, but also as a reflection — and perhaps even a harbinger — of what lies ahead for the entire sector.
The era of “Flow”: more than automation, relational intelligence
Flowbiz is not just a new name. It is a strategic positioning that embraces what is at the core of modern e-commerce operations: data intelligence applied to the repurchase journey.
By transitioning from a solution focused on email marketing to a CRM and automation platform with a focus on loyalty, the company directly responds to the fastest-growing movement among mature brands: extracting more value from the customer base. The logic is now clear: if CAC keeps rising, LTV must keep pace — and that only happens with strategy, data, and recurrence.
In the words of Partner and Commercial Head of Flowbiz, Lucas Brum: “Flowbiz is born with the purpose of better reflecting all that we have become: a platform that goes beyond email marketing, helping e-commerce businesses create personalized, profitable, and sustainable strategies”.
From acquisition to the consistency of loyalty
The transformation of performance marketing is no longer a gamble; it is an irreversible path. The focus on immediate ROI has given way to a broader view of profitability, where channels like email, WhatsApp, and push notifications gain new relevance – orchestrated by automated journeys, based on behavior and context.
Flowbiz has translated this vision into its upcoming module called “Flows.” It enables advanced reengagement, reactivation, and personalization actions based on real data. But more than just a functionality, what this change reveals is the rise of a new operational model: Performance CRM.
The marketing of the future will require real-time decision-making and it starts now. Thiago Pitta, the company’s CTO, explains: “Flowbiz is building a 360º data ecosystem (Customer Data Platform), with modern and scalable infrastructure, prepared for AI usage.
Rebranding as a market signal
What have we learned from this change? That we are not just talking about a new brand, but a new mindset. One that understands that the true competitive advantage of e-commerce lies not in who attracts the most, but in who better relates.
For many, the term “CRM” still sounds like something restricted to large companies or complex operations. But the evolution of technology, combined with the need to scale efficiently, is changing this. Companies that used to just “send emails” are now thinking about orchestrating complete experiences.
Flowbiz may be one of the first to take on this new role clearly, but certainly not the only one.
What does this mean for the market?
- Retention will be the new acquisition. Soon, the most relevant budgets will not be in ads, but in the tools that activate and retain the customer base.
- CRM stops being support and becomes growth. Marketing teams will need to understand data, behavior, and personalization as much as they understand media.
- The game is about lifetime, not just the click. Those who understand this first will build sustainable advantage – while others chase conversion at any cost.
The great transformation, in the end, is not just in technology. It’s in the constructed strategy. Companies that put the customer at the center – not as a target of campaigns, but as part of a continuous journey – will dominate the new growth cycle of Brazilian e-commerce. Those still operating with exclusive focus on acquisition will increasingly become hostages of algorithms and traffic unpredictability.
The future belongs to those who build brand, relationships, and relevance – and do all of this with data, automation, and purpose. Flowbiz’s rebranding is just another chapter of this change. But the story is being written by all those who understand that loyalty is the new way to scale.
