Start Site Página 10

The impact of Chinese retail in Brazil

E-Commerce Update
-
0
The impact of Chinese retail in Brazil

No company is born to compete with an entire country, but many Brazilian entrepreneurs already face this reality. Brazil is today the only country in the world to operate simultaneously with all the main Chinese e-commerce platforms: Shein, AliExpress, Shopee and Temu. The advancement of Chinese retail platforms, with increasingly sophisticated operations, inaugurates a new era of consumption and those who do not adapt risk losing relevance.

Surveys by CNC (National Confederation of Trade in Goods, Services and Tourism) indicate that online sales in Brazil grew 75% between 2019 and 2024. In the same period, the participation of international marketplaces has practically doubled, driven by competitive prices, reduced delivery times and tax advantages. This scenario puts the country facing a dilemma: to protect the domestic market or accept the risk of a silent deindustrialization.

“The advancement of this model already moves billions and pressures local production chains.Shein, for example, has already won about 45 million Brazilian customers, incorporated more than 7 thousand national sellers to its platform and announced new logistics investments to further reduce delivery time.Chinese platforms are redesigning customer behavior and putting pressure on entire commercial chains”, says Paulo Motta, entrepreneur, investor and asset management expert.

The advancement of these platforms also exposes Brazil to a regulatory dilemma. The program Shipment As, which exempts from import tax purchases of up to US$ 50 made on registered sites such as Shein, Shopee, AliExpress and Temu, reduced costs for consumers, but expanded the criticism of entrepreneurs and sector entities, which point to unfair competition against domestic retail and industry, subjected to a much higher tax burden. Between the defense of local production and popular pressure for lower prices, the country finds itself divided in a dispute that has already reached Congress and promises to mark the economic agenda in the coming years.

Chinese presence in Brazilian retail is not a one-off phenomenon.We are facing a structural change that requires strategic vision, technique and quick reaction. Ignoring this reality is giving up competitiveness. “O entrepreneur who understands the global context and adjusts his strategy based on data and intelligence comes out ahead. Chinese retail does not compete only in price, but also in scale and expertise. Facing this scenario with maturity is a matter of survival”, comments Marcos Koenigkan, CEO of the Mercado & Opinion group.

Big names in business already debate this issue, map risks, share experiences and discuss solutions. “A exchange of experiences is as valuable as the ability to act. When we approach sensitive issues like this in a structured way, we increase our chances of crossing the impact with” intelligence, points Paulo Motta.

Koenigkan and Motta combine their speech with big names in the retail market, such as Renato Franklin, CEO of Casas Bahia Group and Fernando Yunes, CEO of Mercado Livre. In a recent debate, organized by Mercado & Opinion, the leaders, along with Fabio Neto, a partner at Startse, made it clear that in addition to the impact on companies, the transformation caused by China directly affects the Brazilian consumer, which today requires more convenience, variety and speed. This new pattern of behavior reinforces that global e-commerce has come to stay and should continue redesigning national retail in the coming years.

Latam Retail Show celebrates a decade of innovation and traces the future of retail and consumer

E-Commerce Update
-
0
Latam Retail Show celebrates a decade of innovation and traces the future of retail and consumer

The Latam Retail Show sponsored by IBM it ended its 10th consolidated edition as the main B2B event for retail, consumption and services in Latin America. Held from September 16 to 18 at Expo Center Norte in Sao Paulo, the congress gathered about 3,800 visitors, more than 250 national and international speakers, 100 hours of content and presented 17 unpublished research, addressing strategic topics such as innovation, digital transformation, consumer experience, operational efficiency and artificial intelligence.

With the theme “Retail Metafusion: 10 Years Ahead”, the event promoted debates on the evolution of retail, consumer behavior, artificial intelligence, operational efficiency, omnichannel and technological innovation, bringing together panels that addressed everything from digital transformation and operational performance to the future of foodservice, where the use of technology was highlighted as a growth engine for the sector.

In addition to the main plenary, the congress had three Arenas with segmented schedules with several panels where topics were addressed in the luxury segments, construction material market, technology, management and foodservice, expanding discussions and enabling a more targeted learning experience.

The congress also presented 17 unpublished research, with topics ranging from behavior and consumer trends to innovation and operational performance. Among the studies, highlight the “Brazilian Census of Strip Malls”, “Retail and Services From the economic scenario to the results of companies”, “WGSN Shopper Priorities: The Priorities of Purchasing in the Next Years” The Convenience Revolution” “ Gouvea” Intelligence

The Latam Retail Show fears an unprecedented panel simultaneously broadcast between Sao Paulo and Paris, connecting the main retail and consumer content platform in Latin America with the first edition of NRF Europe.The international meeting brought together Marcos Gouvea, general director of Gouvea Ecosystem, and Fabio Adegas Faccio, CEO of Lojas Renner with Selvane Mohandas Du Menil, executive director of the International Association of Department Stores (IADS), which from France brought a European perspective on the impacts of the changes and adjustments required by the new global scenario.

The program also included nine free side events, including the 1st Latin American Meeting of Strip Malls, the 1st Luxury Retail & Services Summit, the 5th edition of the IDV Forum ESG in Retail and Consumption, the 3rd edition of the Retail Design Meeting (RDI Brazil), the 3rd Fashion Retail Arena, the 1st edition of the Retail CX Forum ESG in Retail and Consumption, the 1st Forum of Leaders of E-commerce and Digital (LED), the Foodservice Retail Meeting, the debates on the integration of the business, the integration of the Matconcentricity and the innovation of the Forum.

The congress ended with the historic panel “10 years of Latam + 10 years ahead: The Future Vision of 10 Great Retail and Consumer Leaders”, led by Marcos Gouvea who brought together executives such as Luiza Helena Trajano (Magalu), Belmiro Gomes (Assai), Sergio Zimerman (Petz), Andre Farber (Riachuelo), Peter Furukawa (Lojas Quero-Quero) and Paula Andrade (Natura).

Other highlights were the Abilio Diniz Award (Magalu) for his son Fred Troiano and the Retail Tech Awards 10 Years Ahead Award, presented by Luiza Trajano, delivered to the startup Sinatra, which won the 10 companies classified for presenting innovative solutions capable of transforming the future of retail.

According to Marcos Gouvea, general director of Gouvea Ecosystem, “Arriving 10 years of Latam Retail Show is confirmation that Brazilian retail is constantly evolving. This event brings together the main leaders to discuss challenges, share experiences and inspire solutions that will shape the coming years.The Latam Retail Show is a space for people working on different retail fronts to access strategic content, interact and prepare for what lies ahead.”, he adds.

Organized by Gouvea Experience, the Latam Retail Show reaches ten years as a reference in trends, innovation and digital transformation in retail in Latin America, consolidating itself as a meeting point for leaders, specialists and professionals who seek to anticipate the future of the sector.

Sponsors of the 2025 edition were E-goi, Onebet, IBM, Active Campaign, 4Yousee, Beeviral, TOTVS, Laser Space, Digital Capture, Meta, Braze, Kadeh Retail, Probe, Jacaranda Studio, Nestle, TNS, Awin, Omnilogic and The LED.

Brazilian, former CEO of Sephora Portugal, presents in Lisbon its jewelry brand, marked by afro-Brazilian identity and with e-commerce for Brazil

E-Commerce Update
-
0
Brazilian, former CEO of Sephora Portugal, presents in Lisbon its jewelry brand, marked by afro-Brazilian identity and with e-commerce for Brazil

The bahianan businesswoman Graziele Neves da Silva, with a trajectory of more than 20 years in the corporate world 8 of them being in the multinational french Sephora, where he acted as Sales Director in Brazil and Country Manager in Portugal ''migrates from the command of large brands to own entrepreneurship, founding the MAAR, a jewelry and accessories studio that unites design, culture and ancestry.

More than a creative project, a MAAR it was born as an operation with a clear purpose: to occupy a niche little explored in the European market, that of authorial jewels with afro-brazilian identity, produced in a handmade way, in a low scale and with the possibility of customization for the client.

“The pieces of MAAR are born from the intention to generate connection: with nature, with affective memories and with what makes us unique”, he explains Grazielein addition to the aesthetic and symbolic appeal, the brand bets on personalization as one of the strategies of differentiation and loyalty, creating unique pieces that tell individual stories.

MAAR works with natural stones, crystals, pearls, shells, beads, shells, brass, stainless steel and silver, in unique or personalized creations. The first collection was launched in May and next month, September, the brand will present another 40 exclusive pieces. The jewelry is already being exported to Portugal, Brazil, Spain, United Kingdom, France, Ireland, Germany and the Netherlands and soon to the rest of the European Union.

In addition to the physical presence in Lisbon Graziele it also resumes its roots and markets its creations in Brazil, allowing the Brazilian public to purchase the pieces directly through the official website (www.maarartelier.it), with deliveries to the whole country. According to the founder, the ocean will not be an obstacle”: customers in Brazil have 10% discount on the first purchase and in the first 3 months of launch the shipping is free.

For Graziele, the launch represents an “key turn” in career, showing that it is possible to transform skills acquired in the corporate world (such as management, marketing and leadership of teams & I.E.O.E in a business of its own with international growth potential.

With a studio in Lisbon, a MAAR it positions itself as a bridge between cultures and continents, uniting the aesthetic richness of Bahia to contemporary design, and entering the European and Brazilian market with a proposal that combines cultural authenticity and strategic brand vision.

99Pay announces former XP as new Head of Risk Assessment and Fraud Prevention

E-Commerce Update
-
0
99Pay announces former XP as new Head of Risk Assessment and Fraud Prevention

A 99Pay99, announces the arrival of Luis Zan as the new Head of Risk Assessment and Fraud Prevention of the company in Brazil.

With over 20 years of experience in the financial sector, Zan has built his career working in banks, fintechs, e-commerce and credit card processors, always focusing on customer safety and combating electronic crime. His professional journey includes passages by companies such as XP Inc. and Magazine Luiza.

The executive takes on the challenge of strengthening customer protection mechanisms and continuing to improve the security of the digital account. His work will be focused on reducing friction in the user experience, through the application of the concept of Smart Friction ''which allows you to detect atypical behaviors without compromising the agility of transactions.

“I arrive at 99Pay with a commitment to further strengthen our risk management strategy, supporting the sustainable and safe growth of the company. Our focus will be to improve processes, innovate solutions and ensure that our users always have the best experience with confidence, tranquility and transparency”, says Zan.

Black Friday and its potential to increase and retain sales in the marketplace

E-Commerce Update
-
0
Black Friday and its potential to increase and retain sales in the marketplace

That Black Friday is a success and has already consolidated itself as one of the most relevant dates for retail (online or offline) is nothing new to anyone. My question here is: have you ever thought of this date as a springboard of sustainable growth for your sales?!

It is a fact that BF is a moment of sales peaks, but more than that, it is also necessary to see it as a strategic opportunity to win the trust of new consumers, solidify relationships with old customers and make them true brand advocates.

I want to provoke reflections in you, marketplace manager, that if you still see Black Friday as just a giant sell-off and an opportunity to burn old stocks, you are missing out on the chance to build long-term value. 

On the other hand, those who see Black Friday as a showcase to show efficiency, innovation and commitment to the consumer are planting the best seeds of loyalty and will end up, inevitably, reaping results well beyond the November sales.

Therefore, managers can bet on some sensitive and crucial points for the period, such as:

Customer experience ''The consumer is king and therefore his journey with your brand is more than important. Therefore, do not focus efforts only on price, but in an agile service, efficient logistics and clarity of information are decisive factors for him to buy again.

Data that generates intelligence !The algorithms are there and should be used, so every click, every purchase, and even Black Friday abandoned carts are valuable data. Make use (ethical and transparent) of this information to personalize campaigns and understand each customer's preferences, aiming to increase retention in BF post

Building relationship and credibility remarketing actions, loyalty programs, and exclusive benefits for Black Friday shoppers help extend the connection you started on date, increasing the connection and credibility of your brand throughout the next year.

Finally, it is clear that Black Friday is a great sales opportunity, but more than that, it should be applied as a strategy to delight and engage the customer!

*Mariana Mantovani is a specialist in Marketplace and E-commerce. With more than 15 years of experience in the digital ecosystem, she has always worked in reference companies such as Netshoes, Electrolux, Mercado Livre and RD Health, focusing on e-commerce, marketplaces, performance team leadership, and business development. 

Study shows which sectors lead hiring of women in IT

E-Commerce Update
-
0
Study shows which sectors lead hiring of women in IT

The myth that technology is “man's” is falling behind, and the numbers already prove this move. From classrooms to global company squads, women are occupying functions once dominated by men and transforming the dynamics of the technology sector.

According to the latest report of Brasscom (Association of Information and Communication Technology Companies), women represent 34.2% of the workforce in the technology sector in Brazil, while men total 63.1% and non-binary people, 1%. The female presence also advances in leadership positions: 34.1% of the board and management positions are already occupied by women, a growth of 1.6 percentage point between 2019 and 2024. In technical areas such as relevant innovation and R&D, showing the presence of the same time as the female, the 13rd, the presence of diversity, does not reach a jump, the 23 tha.

Given this increase, some areas of technology have been highlighted in hiring women. A recent survey of KOUD 'A company specializing in the recruitment of technology professionals (Quality Assurance or Quality Control), Data Analysis and Technical Support lead in female presence. In addition, there is a significant advance in strategic positions such as Product Owner (Product Manager), Business Analyst (Business Analyst), UX/UI Designer (Experience Design), and emerging areas such as cybersecurity.

“You need to understand that diversity is not an HR agenda, it is a business issue. Several teams perform better, question standards, bring new perspectives and solve old problems in innovative ways”, comments Frederico Sieck, CEO of KOUD.

For him, diversity is directly linked to competitiveness: “Companies that do not promote the inclusion and appreciation of women in the Information Technology sector run the serious risk of falling behind in an increasingly competitive and innovative market. The diversity of perspectives is fundamental to the development of more creative and effective solutions, and ignoring female talent represents a great loss of strategic potential”. 

An example of how women bring competitive advantages to companies is in the area of UX/UI Design: women have been bringing a human and aesthetic look to digital products. “Empathy is not only a differential, it is the core of user-centered design. They understand navigation, accessibility and experience intuitively, which generates customer retention and adds value to the products”, highlights the professional.

In the area of QA, which guarantees the quality and robustness of software, “we are seeing women raise the standard of products with a critical and detailed look, so necessary in QA. They are thorough, organized and committed, qualities that directly impact the final quality of the software delivered”, says Sieck.

In cybersecurity and IT governance, one of the most technical and closed sectors of the market, women begin to conquer space, assuming critical positions in data protection, risk management and the creation of technological compliance policies. “They are showing that information security is not only technical, but business strategy”, he reinforces.

Seeing how women have taken a strategic role in the technology sector, KOUD, which works by connecting technology talent to companies in Brazil and abroad, has been betting on clear gender equity policies in recruitment.

“Talento has no gender, and more and more companies are understanding that hiring women for technical functions has a direct positive impact on quality and innovation. Thus, while many companies are still hesitant to adopt active diversity policies, others are already reaping the fruits. Making room for women in IT has become a matter of strategy, performance, and who understands this comes out in front of”, he concludes.

Investigations in minutes: Genetec introduces new features in Security Center SaaS

E-Commerce Update
-
0
Investigations in minutes: Genetec introduces new features in Security Center SaaS

A Genetec, a global leader in enterprise physical security software, today announced new investigative capabilities with intelligent automation (AI) in Security Center SaaS to help operators quickly locate video evidence, understand the context around an event, and close cases in minutes.

For many organizations, investigations still involve hours of manual video search and switching between different systems.The new features of Security Center SaaS centralize research flows in a modern and intuitive interface, where operators can search for people or vehicles in live or recorded video streams using natural language and advanced filters.

Results are automatically enriched with contextual insights such as nearby activities, information about what happened before and after an incident, and the location of like-looking people.These new features make it easy to identify the right camera to analyze, preventing operators from spending time manually trying to locate the appropriate images in large deployments or switching between multiple tools to reconstruct an incident.

Security Center SaaS, based on an open architecture, works with one of the largest camera and device ecosystems in the industry. This gives organizations the freedom to choose the hardware that best meets their needs, without getting stuck with a single vendor.By leveraging metadata generated by different camera brands and models, operators can use the advanced system search capabilities to get more accurate and contextual information.

“Security professionals often face pressure to quickly analyze large volumes of video and data, especially after critical” incidents, says Jonathan Doyon, Senior Director of Product Group at Genetec Inc.“Our new intelligent search engine offers investigation teams a faster and more intuitive way to find relevant evidence, assemble timelines, and securely share results, all in a single unified interface.With the new investigative capabilities in Security Center SaaS, we are delivering a unified, context-sensitive investigation experience where operators can quickly understand what happened and act with confidence.This is the innovation that security teams were asking for, and this is just beginning.

Key features of the new research experience:

  • Intelligent search: allows users to start an AI investigation directly from the video player by selecting a person, vehicle or object. Based on a context-sensitive search, the system automatically adapts to the operator selection and starts the proper workflow. This approach eliminates trial and error, making investigations faster and more intuitive.
  • Next activity: quickly find out what happened before or after an event, identifying people or vehicles detected near the scene in a specific time window. Ideal for understanding the context around suspicious events or checking movements from a forensic reference image.
  • Input and output detection: identify the exact moment when a person, vehicle or object enters or leaves a scene. This allows for immediate analysis with clear information for reporting and investigations.
  • Similar people: locate like-looking individuals on multiple cameras using advanced similarity detection technology.The system generates a unique digital profile for each person based on visual data and intelligently locates like-minded people, even in multi-site, multi-vendor deployments.

The new investigative capabilities will be available from September 29 to all SaaS Security Center users, enabling operators to more quickly search, analyze and export evidence while maintaining full traceability and privacy protection throughout the process.

To learn more about Security Center SaaS and smart search, visit: Link.

What is a microecosystem? Model that replaces traditional companies gains strength around the world and in Brazil

E-Commerce Update
-
0
What is a microecosystem? Model that replaces traditional companies gains strength around the world and in Brazil

The traditional model of company is with the days numbered. The statement is from Filipe Bento, founder and CEO of the Atomic Group, but reflects a trend observed in innovation centers in Silicon Valley, China and Europe, in which the future of business is not to grow by inflating structures, but rather to connect strategically in intelligent value creation networks.

A microecosystem is a network of living connections, formed by entrepreneurs, experts, channels, startups, platforms and communities, united by a clear purpose and able to share value, learning and results on an ongoing basis.

While traditional ecosystems still maintain a central command structure (with startups and partners orbiting a large corporation), microecosystems eliminate centralization and operate in a distributed, collaborative, and agile manner.

“The microecosystem grows with or without the founder because it relies on collective intelligence and shared purpose, not rigid hierarchies”, explains Filipe Bento, CEO of Atomic Group.

Bento explains why the microecosystem is better suited to the current market:“The global market is living an era of decentralization and artificial intelligence, in which companies need to scale quickly and flexibly to meet more demanding and dynamic consumers”.

Traditional companies face bottlenecks such as rigid hierarchical structures, slowness to innovate, and difficulty scaling without inflating costs.

Microecosystems allow: scale without structural weight, using smart partnerships instead of massive hires; continuous innovation, as each member contributes with insights and solutions; resilience, since risks are shared in a network; and speed of execution, because decisions flow without bureaucracy.

In practice, a microecosystem is structured through strategic connections. Startups bring innovation and agility; experts offer technical knowledge and mentoring; channels and platforms enable distribution and scale; and communities help build culture and validate solutions in the market.

The founder acts as an orchestrator, connecting the dots, sustaining the vision and taking care of the culture, but he does not have to be the center of all operations or command micromanagement.“O entrepreneur no longer wants to be a structure owner.Want to be the owner of” results, summarizes Filipe Bento.

Market trend in 2025

Collaborative network models, such as microecosystems and co-creation platforms, are gaining momentum in Brazil, driving innovation and efficiency in different sectors. Although there is no consolidated value only for these models, they integrate a market that moved R$ 98 billion in 2024, considering startups, innovation hubs and corporate venture, according to data from Endeavor and ABStartups.

In the first quarter of 2024, only Brazilian startups received US$ 1.24 billion in contributions, according to data from the District.

“This shows that more and more companies are migrating from traditional acquisitions to partnership and co-creation models, characteristic of microecosystems, due to the flexibility and speed that” offers, the executive highlights. 

Globally, market reports show that ecosystem models in networks grow much faster than isolated companies, especially in the artificial intelligence, health, retail and fintech sectors.

CB Insights report (2024) confirms the trend, registering a growth of 27% in global venture capital, consolidating the role of microecosystems as a foundation for the new innovation economy in Brazil and worldwide.

Atomic Group, for example, operates under this model: a network that connects seven companies, operating in acceleration, education, venture building and technology, with a presence on five continents and a goal of earning R$ 35 million in 2025.

The group maintains lean teams, prioritizes connections and co-creation, reducing risks and accelerating results. In addition, flows are agile, adapting group initiatives to changes in the market without stalling operations.

“Leaders need to understand that the concept of microecosystem is a paradigm shift for companies that want to thrive in the post-industrial” economy, he says.

There are numerous advantages of the microecosystem for business, such as scalability without structural weight; the ability to constantly innovate; the reduction of risks and fixed costs; the strengthening of brand through strategic partnerships; the capture and retention of talent by purpose, not only by salary; and the speed and flexibility to pivot in the face of crises and opportunities.

Next steps

Filipe Bento prepares the launch of the book Microecosystems, with a compiled of the practices and frameworks needed to adopt the model. “We are not just talking about another management fashion.We are talking about an inevitable path for those who want to grow in a connected, intelligent and collaborative market. The future of business will be microecosystems”.

Group W brings together executives from major brands and launches Wigoo AI at Warm Up

E-Commerce Update
-
0
Group W brings together executives from major brands and launches Wigoo AI at Warm Up

The Group W, formed by agencies Wigoo e Wicomm, gathered last Tuesday, September 16, about 200 participants among customers and partners in Warm Up 2025 Black Friday, held at the rooftop The View in Sao Paulo. The meeting was attended by representatives of more than 90 major brands and players such as Google, Meta, TikTok, Mercado Livre and Shopee, among others.

During the event, Wigoo AI was launched, a unique solution that uses artificial intelligence, connecting data from different media, e-commerce, analytics and ERP platforms, allowing natural language interactions to generate complex analysis and understanding of information needed in decision making of executives.

’ Wigoo AI allows a team to perform in an hour a detailed analysis that previously would take 5 days and would require the search for data in different locations with high risk of losing some detail” dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm, said.

Among the highlights of the presentations of the event, Fernando Ranieri (Google) stressed that the time has come to put Black Friday not only as a sales engine, but also as a brand building opportunity. Welisson Assumption (Meta) pointed out that consumers already use AI within the platform to decide purchases and highlighted the importance of multichannel, using WhatsApp in conversion journeys. Thaiane Cortez (G.A.MA Italy) highlighted the importance of content in approaching the user. Paula Goncalves (TikTok) reinforced the role of the platform as entertainment, in which the sale happens as a consequence of the experience. Fabiana Garcia's (Insider) highlighted the power of investing in the automation of tools like WhatsApp, highlighting the wealth of data available. Taynara Costa's (Free Market) reinforced that the sales strategy needs to go beyond the price and be complete, reducing frictions at the time of sale.

During the closing cocktail, participants were able to interact, exchanging experiences among the main executives of the market, leaders of companies that move Brazil.

In its first edition, Warm Up has already proved itself as an interactive meeting, with panels uniting different segments, experts and exchanges between participants, transforming knowledge into real actions and results”, says Wicomm CEO Felipe Coelho.

“Having so many relevant brands gathered in Warm Up shows the power of this movement that believes in transforming data, technology and consumer experience into a competitive advantage. We left there with the certainty that the future and the present belong to brands that look at Black Friday with a lasting growth strategy, not just as a sales peak with simple discount practices”, says Dib Sekkar, co-CEO & founder of Wigoo and co-founder of Wicomm.

ECA Digital: understand the impacts and how big techs should adapt

E-Commerce Update
-
0
ECA Digital: understand the impacts and how big techs should adapt

The presidential sanction of ECA Digital (Law no. 15,211/2025) marks an urgent advance in the protection of children and adolescents in virtual environments, responding to a scenario in which early exposure to social networks and inappropriate content has generated growing concerns.

At the same time, the new legislation poses significant challenges to big techs, which will need to adapt their moderation systems and policies to meet the requirements without compromising innovation or restricting freedom of expression. The big point of attention will be to find the balance between the effective protection of minors and the operational viability of digital platforms, so that regulation does not become a barrier to technological development.

For Alexander Coelho, partner at Godke Advogados and specialist in Digital Law and Cybersecurity, there is a scenario of legal uncertainty regarding the vacancy period (up to 6 months), which allows an adaptation so that big techs can adapt to the reality of the legislation.“O shortening of vacatio, combined with the requirement of biannual reports and sophisticated technical mechanisms, can generate a dangerous side effect: the mismatch between norm and technological reality. This opens the way for judicializations, claims of technical infeasibility and a tense relationship between platforms and regulators”, he explains.

For big techs, ECA Digital is not just another Brazilian norm, but a global regulatory signal. “In a very short time, Brazil now requires measures that directly touch the business model of the platforms: age verification, parental consent, advertising limitation and combating compulsive use”, advises Coelho.

In the short term, the path is clear: companies will need to immediately map the data flows of minors in their services, adjusting standard settings so that protection is the rule, not the exception.“It will also be essential to implement more robust parental consent protocols, prepare the collection of information that will subsidize the transparency reports required by the ANPD and ensure legal representatives in Brazil able to respond to administrative and judicial authorities”, adds the lawyer.

On the other hand, Law 15.211/2025 represents a natural evolution of the Brazilian regulatory framework for the digital environment Tiago Camargo, partner in the Privacy and Data Protection area at IW Melcheds Advogados, the new law creates a harmonious bridge between the Marco Civil da Internet and the LGPD, expressly incorporating the fundamental concepts of the Marco Civil (art. 2, §1) and establishing specific protections through configurations “privacy by design”. “We are faced with a standard that does not fragment the legal system, but complements it, creating a cohesive regulatory ecosystem”, he evaluates.

The designation of the National Data Protection Authority (ANPD) as an autonomous administrative authority for the protection of children and adolescents in digital environments, according to decree 12,622/25, takes advantage of the already consolidated expertise of the agency in data protection. “The choice of ANPD is agreed because it avoids regulatory fragmentation and takes advantage of the already existing technical knowledge on the processing of personal data”, Camargo points out.

“o Brazil is positioned at the forefront of the global digital protection of minors, creating an integrated regulatory system that harmonizes Marco Civil, LGPD and the new specific protections, establishing a model that can serve as a reference for other countries in the regulation of child and youth protection in the digital environment”, he concludes.

1...91011...552Página 10 de 552

LATEST ARTICLES

POPULAR ARTICLES

POPULAR CATEGORIES

ABOUT US

E-Commerce Update is a leading company in the Brazilian market, specializing in producing and disseminating high-quality content about the e-commerce sector.

Contact: contact@ecommerceupdate.com.br

© E-Commerce Update 2024 - All rights reserved.

[elfsight_cookie_consent id="1"]