The delivery market in Brazil has entered a new phase with the consolidation of the so-called superapps. The union between iFood and Uber, added to the arrival of the Chinese Keeta, signals a new consumption pattern, in which different services focus on a single platform. The estimate is that this sector moves more than US$ 21 billion by the end of 2025, according to the projection of the consulting firm Statista. In this scenario, technology companies that operate behind the scenes of the sector gain prominence by developing customized solutions to serve an increasingly demanding consumer.
“Overapps have completely changed the logic of development. Today, we no longer talk about just a menu showcase with a payment button. It is necessary to integrate real-time promotions, multiple payment methods, loyalty programs and personalized notifications. All this with stability, even at peak HOURS”, explains Rafael Franco, CEO of Alphacode, a company specializing in the development of digital platforms for brands such as Domino’s Pizza, Madero and Bourgeois Group.
The evolution of the sector has raised the level of technical requirement.The architecture of applications needs to ensure scalability and performance on a large scale.In addition, the integration between modules such as logistics, CRM and anti-fraud has become mandatory. “The consumer experience depends on a robust backend, capable of connecting all these systems in a fluid and secure manner”, says Franco.
Integration between giants and new entrants move the sector
The recent operational alliance between iFood and Uber changed the dynamics of the market. Large food networks began to invest in their own platforms as a way to maintain autonomy over the customer journey and expand the relationship with their base.In parallel, the entry of Keeta in the country intensifies competition in regions still little explored, reinforcing the need for differentiation through technology.
According to Franco, these changes directly affect consumer behavior and brand strategy.“The consumer wants practicality, personalized promotions and fast service.Brands that fail to offer this in an integrated way run the risk of falling behind”, he analyzes.
Backend becomes strategic asset
The operation of a superapp requires a technological base that goes beyond the functional layout. Platforms such as the one developed by Alphacode prioritize a modular structure that allows quick adjustments in promotional campaigns, delivery routes and payment methods.It is also common to use artificial intelligence to predict demands, suggest products and automate service.
“We apply AI to understand consumption patterns and adapt the user experience in real time.This intelligence increases the conversion rate and average ticket of” orders, explains the CEO of Alphacode.
With millions of concurrent users, applications need to adopt layers of protection against fraud and data leakage. Biometrics, multi-factor authentication, and integrated anti-fraud systems are just some of the solutions applied on the most modern platforms.
Possible paths for the future of delivery
The consolidation of superapps opens two strategic paths for market players: integrating with dominant platforms or investing in proprietary applications with a high level of customization. In both cases, technological development becomes the competitive differential.
“O back-end is no longer invisible.Today it is an active part of the experience. Those who master this structure can offer a more efficient service and strengthen the relationship with the” client, concludes Rafael Franco.
