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Pix expands features and should dominate digital transactions in Brazil by 2027

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Pix expands features and should dominate digital transactions in Brazil by 2027

The success of Pix is already known, but 2025 also marks its consolidation as the main means of payment in Brazilian e-commerce. With features such as recurring payments, by approximation (contactless) and biometric authentication, Pix has already surpassed the credit card as the form more used to pay for online purchases.The projection is that the technology exceeds the brand of 50% all digital transactions by 2027.

In the view of industry experts, the rise of Pix reveals a new reality for digital retail: when the consumer values both the means of payment and the brand itself, those who adapt and innovate come out ahead & win more loyalty and boost sales.

“For the digital Brazilian, convenience and security are priority. Offering this is the way to win customer loyalty in the long term”, comments Cesar Garcia, CEO of OneKey Payments. “However, to continue delivering value, you need to keep innovating. The evolution of Pix 'from a means of transfer between people to a central tool in e-commerce 'shows that understanding the mentality of the local consumer is essential. The preferred form of payment can be the difference between a realized sale and an abandoned cart.”

Second one study nearly three out of four Latin American consumers (73,1%) claim that your favorite payment method directly influences the choice between two online stores 14,1% of them, the requirement is even greater: if the site does not offer the desired means of payment, the purchase simply does not happen. “As the Pix has already shown, the e-commerce platforms also understand that payment is not only technology & IT IS trust, loyalty and sustainable growth”, adds Garcia.

Since its launch in 2020, Pix has grown quickly and it has become the dominant payment method in Brazil 5 both in face-to-face transactions and, increasingly, in online shopping. With a proposal without tariffs, fast, reliable and practical, Pix has proven that a simple solution can generate a strong bond between consumers and brands. Now, with the new features, it certifies that innovating in payment is to anticipate demands, not just react to them.

“O that drives the continued success of Pix is not only the agility or practicality is also the capacity for innovation”, comments Garcia. “News such as Pix by approach, Pix Automatic and the use of biometrics are raising the standard. Pix Automatic, for example, allows scheduling recurring payments 'ideal for subscription models or monthly charges. These advances not only improve the consumer experience, but help companies connect with the digital audience and simplify checkout on different devices and user profiles.”

He adds: “e what does this mean for those who sell online? More options to receive via the preferred payment method of the Brazilian (but also a warning for those who want to remain competitive: you need to anticipate expectations and always deliver the best experience.” 

The market already notices this movement. According to the same research, the 91,9% of retailers consider “fundamental” or “important” to offer preferred means of payment by customers. Still, it is important to 81,6% they admit that they cannot warn the user when a payment method is temporarily unavailable ¡ ̄ a failure that can compromise conversion at the most sensitive moment of the purchase journey.

This disconnect can compromise the entire customer experience precisely in the final stretch”, warns Garcia. “In 2025, the consumer is making it clear: payment is no longer a rack operation and has become an essential part of the brand experience.”

Garcia believes that Pix will continue to evolve and integrate with mobile-first platforms, loyalty programs and even customized solutions with the use of artificial intelligence. Its influence on e-commerce should deepen even further. For online business, the message is direct: understand your customer, value their preferences, anticipate changes in habit and behavior & never underestimate the power of Pix.

Global survey reveals how AI is revolutionizing financial planning

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Global survey reveals how AI is revolutionizing financial planning

As artificial intelligence (AI) quickly becomes an invaluable tool, new global research released today reveals insights into the use and impact of AI on financial planning, with two out of three financial planners reporting that their companies already use AI or intend to use it in the next 12 months.

The global survey was conducted by the Financial Planning Standards Board Ltd. (FPSB), a nonprofit body that sets the standards for the financial planning profession and its global network of organizations.The FPSB surveyed more than 6,200 financial planners in 24 territories.

The survey revealed a strong adherence to AI, with financial planners using technology to streamline customer data collection, risk profile analysis, and communication. Participants demonstrated optimism about the potential of AI to improve the quality of financial guidance, reduce costs, and expand access to financial planning for historically underserved populations.

“With financial planners recognizing the potential of AI to reduce costs and believing it will expand access to underserved communities, AI is paving the way for more affordable financial advice.This technology is not only reshaping the practice of financial planning, but can also open doors for those who have historically not had access to essential financial services,”, said Dante De Gori CFP, CEO of FPSB.

Key findings from the FPSB global survey on the Impact of AI on Financial Planning:

enhanced customer services: More than three-quarters of financial planners (78%) believe AI will help them better serve their customers, while 60% believe it will improve the quality of financial advice.

''Widespread adoption of AI: Of the two-thirds of companies that already use or plan to use AI in the next 12 months, adoption rates are higher among small or very large companies.50% of financial planners have a positive view of AI, while only 8% have a negative view.

Reducing costs and increasing access: 59% of financial planners see AI as a tool to help reduce the cost of financial planning services and 60% believe it will increase access to financial planning for underserved populations.

''' Use of AI in financial planning: Nearly half of planners using AI use it to support the delivery of customer services such as communications (41%), customer data collection (33%) and risk profile analysis (30%). One in three use it to improve operational efficiency such as in marketing and promotions (35%) and in the customer onboarding process (34%).

''Worries with AI: Despite the benefits, financial planners have expressed concerns over the use of AI, with 47% citing data privacy and cybersecurity, and 42% concerned about the accuracy and reliability of AI-generated outcomes.

. Need for professional development: To better adapt to AI, 49% of financial planners expressed the need for professional development to enhance their data analysis and interpretation skills.More than one-third (36%) believe that both the public and the financial planning profession will benefit significantly from education and general AI training.

“As planners embrace AI to work smarter, we witness a defining moment in the financial planning profession, allowing more time for deep human connections with customers, such as in difficult conversations impacting financial decisions and providing clarity and support to stay focused on achieving their life goals,”, added Dante De Gori, CFP, CEO of FPSB. “This research provides a valuable snapshot of how financial planning professionals around the world are leveraging AI to stay competitive, improve work efficiency and better serve customers.

ecomex launches AI solution for international logistics with predictive insights for cargo consolidation, cost reduction and carbon footprint

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ecomex launches AI solution for international logistics with predictive insights for cargo consolidation, cost reduction and carbon footprint

Ecomex, a Brazilian company that pioneered the market for technology solutions for the management, optimization and automation of foreign trade operations and international logistics, announces the launch of Shipping Proposition, an intelligence solution for import logistics, which generates, in an automated way, suggestions for consolidation of shipments of goods, eliminating the need for manual analysis and, consequently, reducing decision-making time, reducing losses, optimizing import processes and, above all, helping to reduce the carbon footprint.

Currently, international cargo transportation is among the largest responsible for greenhouse gas (GHG) emissions worldwide, contributing significantly to the total of these emissions. With the expansion of global trade and the increase in demand for deliveries in less time, the trend is that these rates continue to grow.

With that in mind, the Shipping Proposition relies on AI to analyze the cargo available for shipment and suggests possible consolidations, which, in addition to significantly reducing freight costs, optimizes routes and potentially decreases the carbon footprint.

“Designing more efficient routes to reduce commuting routes and time, grouping shipments and making better use of available cargo capacity is a responsibility and a major challenge for Brazil still”, explains Andre Barros, CEO of eComex.

Brazilian scenario

According to data from the LPI (Logistics Performance Index) of the World Bank, Brazil occupies the 51° position among 139 countries when it comes to logistics efficiency. 

“Currently, one of the main difficulties faced by companies with Comex processes in Brazil is the lack of a robust technology that helps executives not only to manage possible interruptions in their supply chains, but also to make more assertive decisions. Therefore, we developed the Shipping Proposition, which is a solution that analyzes the history of operations to learn from the mistakes of the past and, in this way, better orchestrate the future”, says the CEO.

How it works 

Acting proactively, the Shipping Proposition, represented by the Artificial Intelligence robot “PopAI”, receives documentation of the cargo that is ready at the exporter (invoice and packing list), in PDFs or scanned images of shipments, identifying what is being transported and Artificial Intelligence analyzes the data and creates a shipment proposition. 

From this automated analysis, the solution generates the optimized shipping instruction in seconds, considerably reducing waste and suggesting insights for process improvements and optimization, such as suggestions for more economical groupings, organization of container space and more effective shipments. 

In the pilot project of the solution, a single eComex customer achieved a saving of R$ 7 million in the first year of use. 

“Given this scenario, logistics intelligence solutions such as Shipping Proposition can transform the way industries deal with their Comex operations, generating significant” gains, Barros points out. 

Additional benefits 

As many companies that work in Foreign Trade have different areas acting in import and export processes, another benefit of Shipping Proposition is the integration of communication, which aims to group different processes, consolidating shipments that would previously be carried out in a segregated way, generating possible waste. 

“The process of communication between different areas is not always effective, which can result, for example, in duplication of logistics processes.This means that two areas can import materials from the same region or even from the same supplier, without knowing that they are using the same port of origin and the same departure window of” ships, explains Barros. 

In this scenario, in addition to offering a more efficient operation model, the solution also helps in saving time for the operation team, freeing Comex professionals to focus on more strategic tasks and with greater added value. 

“The elimination of bureaucratic processes, along with cost reduction and agility in the execution of tasks in industries should help Brazil to gain even more strength in this sector essential to the” economy, concludes the executive. 

Mother's Day: 54% of SMEs expect to increase sales, shows research from Serasa Experian 

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Mother's Day: 54% of SMEs expect to increase sales, shows research from Serasa Experian 

Mother's Day is one of the main dates of retail and only in the last year has moved the economy with R$ 13.2 billion reais, according to data from the National Confederation of Commerce (CNC). For small and medium-sized companies, the occasion represents an opportunity to promote special offers, boost sales and move business. This is the expectation of 54% of SMEs, according to a survey conducted by Serasa Experian, the first and largest datatech in Brazil, when asked about the increase in sales with special strategies for the date.

“A business management is composed of several steps and, among them, planning is fundamental. Understanding the important dates for your investment, especially for small and medium-sized companies, can work as a tool to boost sales and billing, adjust inventory or launch products, for example. Knowing that more than half of SMEs have positive prospects for Mother's Day through special actions carried out by their businesses shows the importance of the data”, says the vice president of Small and Medium-Sized Serasa Experian Companies, Cleber Genero.

Expectations by sector and region

Retail and wholesale represent 44% of the companies expecting this expansion, while services equates to 27%, industry 6% and food and beverage, 5%. 

Finally, in the regions, 53% of SMEs that have this expectation are from the Southeast, 19% from the Northeast, 12% from the South, 7% from the North and 7% from the Center West.

How to use the date to sell more

Serasa Experian has as mission to support SMEs in their entrepreneurial journey, both through technological solutions and with educational content.For those who want to stand out on Mother's Day, we share five good practices:

1) Prepare yourself: planning is the beginning of all action. That is, it is essential that the company has the time to prepare for demand, while the customer will also know in advance about the news.

2) Set goals: to set the objectives, take into account the reality, analyzing numbers of previous periods and seasonal dates, as well as market projections for the following months. After the period has passed, evaluate the numbers achieved and compare with what was planned in order to correct what is necessary for the next dates and keep what works well.

3) Create promotions: To leverage sales on some seasonal dates, you may need to invest in a discount policy in order to attract the public. Be careful to create something that is attractive to the consumer while your profit margin is still interesting for your business.

4) Attention to inventory: The control of inventory is essential to enable any sales strategy, whether on special dates or not. Basically, everything that enters and leaves your stock must be recorded, with the proper identification of date, type, value and what is most relevant. With all this updated information, the manager will be able to calculate the turnover of products, avoiding waste or even lack of goods.

5) Do not forget the after-sales: To have an efficient after-sales, keep a basic customer record with always updated information, such as telephone and email. After the sale, contact to ask about the satisfaction regarding the product, the service and the shopping experience as a whole. This will serve both to identify possible errors as well as the correct answers. A sharp team also helps a lot in this strategy or in case of any eventual problem in the sale, so taking care of the team is also fundamental & through clear training and expectations.

“Our commitment is to support SMEs in their entrepreneurial trajectory. We do this through content that clarifies doubts and offers practical guidelines such as Bora Empreender and the strategic date calendar launched at the beginning of the year 2 OAS in addition to solutions that facilitate the day-to-day of the entrepreneur, such as the Point-to-Point Score, which transparently details the factors that impact the Serasa Score, free of charge”, concludes Cleber Genero.

Methodology

The survey interviewed 535 SMEs from the Serasa Experian customer base during the month of April 2025 with respondents from all over Brazil. 

Threat Intelligence is a weapon to predict new ransomware attacks

Ramon Ribeiro
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Threat Intelligence is a weapon to predict new ransomware attacks

That Brazil is a huge barn for cybercrime, and more and more companies suffer from ransomware.WE already know. But what can organizations do to face this complex scenario? The general context is alarming, and requires organizations to invest in adopting a proactive stance when it comes to cybersecurity. And it is in this sense that threat intelligence, or Threat Intelligence can be used to prevent possible attacks.

Recent statistics show an exponential increase in the number of attacks, with cybercriminals employing increasingly sophisticated techniques to exploit vulnerabilities.These attacks involve encrypting critical company data, followed by a ransom demand to restore access.However, simple data recovery is not the only problem; disruption of operations, loss of customer trust and possible legal repercussions are equally devastating.

And there is another problem: the events themselves, although they cause a shock to the victim IO are always the same. If you are a security manager, I am sure you know two or three cases of ransomware with subsequent data hijacking in which the criminals had one modus operandi the problem is that most criminals work with the idea that IT managers still consider that this will not happen to them.

Threat intelligence enables security teams to collect, monitor, and process information regarding potential active threats to the security of the organization. The information collected includes details about cyber attack plans, methods, malicious groups that pose a threat, possible weaknesses in the organization's current security infrastructure, and others.By collecting information and conducting data analysis, Intel Threat tools can help companies proactively identify, understand, and defend against attacks.

Artificial intelligence and machine learning in war

Intel Threat platforms can also utilize Artificial Intelligence and machine learning with automated correlation processing to identify specific cyber breach occurrences and map behavior patterns across all instances.

Behavioral analysis techniques are often employed to understand the tactics, techniques, and procedures (TTPs) of attackers.For example, by analyzing botnet communications patterns or specific methods of data exfiltration, analysts can predict future attacks and develop effective countermeasures.

Sharing threat intelligence across different organizations and government entities significantly extends the reach of Intel Threat platforms, meaning companies in similar industries can share information about specific incidents as well as mitigation strategies.

Threat Intelligence systems also help security analysts prioritize patching and updating to mitigate vulnerabilities exploited by ransomware attackers, and also to configure more efficient intrusion detection and response systems that can identify and neutralize early-stage attacks.

Strategic for the C-Level

For top management, threat intelligence offers a strategic vision that goes beyond simple data protection. These systems enable the most efficient allocation of security resources, ensuring that investments are targeted to the areas of greatest risk.In addition, the integration of Threat Intelligence with the business continuity and disaster recovery plan ensures a coordinated and effective response to incidents, minimizing downtime and financial impacts.

Implementing a Threat Intelligence solution, however, is not without challenges. The accuracy of the data collected is very important, as incorrect information can lead to false alarms or a sense of false security. Adapting organizations to the constant changes in the threat landscape also requires a robust cybersecurity culture and continuous staff training.In addition, managing large volumes of data and integrating different sources can be complex and require an advanced technological infrastructure.

However, the benefits far outweigh the challenges.The ability to predict and counteract ransomware attacks before they occur ensures a significant competitive advantage. Enterprises that take a proactive, Threat Intelligence-based approach not only protect their digital assets, but also ensure the continued trust of customers and stakeholders.By integrating threat intelligence into the core of security strategy, businesses can not only respond faster, but also anticipate and neutralize future attacks, ensuring long-term continuity and success.

75% of MSMEs in Brazil are optimistic about the impact of artificial intelligence on their business, Microsoft study shows

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75% of MSMEs in Brazil are optimistic about the impact of artificial intelligence on their business, Microsoft study shows

Brazilian micro, small and medium-sized enterprises (MSMEs) have a positive perspective on the potentials of Artificial Intelligence (AI), with 77% of decision makers considering that AI streamlines the processes of their companiesAI in micro, small and medium-sized enterprises: trends, challenges and opportunities“, commissioned by Microsoft to Edelman Communication. According to the study, 75% of the companies interviewed say they are optimistic about the impact of Artificial Intelligence (AI) in their work and this is reflected in the investment plans of the companies, which say they will continue to invest or invest for the first time in AI (73%), and 61% of them already have an action plan or specific goals related to this technology. 

Optimism regarding AI similarly reaches the different hierarchical levels within MSMEs. According to the survey, 54% of leaders declare that AI is a priority in the company. Among employees, the optimism index about the results of AI in their activities is 64%. Decision makers highlighted several benefits of artificial intelligence (AI) in their operations: 77% note an improvement in the quality of work, 76% consider that IATP increases productivity, and 70% believes that it improves the customer's performance (5 employees are also motivated and engaged16 are also among the employees.6.

 “Brazilian companies are increasingly aware that AI can be an ally in business growth.That is why we see optimism translate into” action plans, says Andrea Cerqueira, vice president of Corporate Sales for Customers and Startups at Microsoft Brazil. 

MSMEs are also more familiar with the technology: approximately half (52%) of decision makers in MSMEs claim to be extremely or very familiar with AI. This, in line with optimism, is pulling investment intent. The movement is led by small businesses (10 to 99 employees) with 85%, followed by micro (1 to 9 employees) with 71% and medium (100-249) with 64%. 

MSMEs have clear expectations and purposes when investing in AI. For 59% of medium-sized companies and 53% of small ones, gains in efficiency, productivity and agility are the main reason for the adoption of generative AI. Already 60% of micro-enterprises point out that the improvement of service and customer satisfaction is what most motivates them to invest in AI. Only 13% of micro and small and 12% of medium-sized companies pointed out the reduction of costs as the main reason.

Areas that lead the adoption of AI within MSMEs 

In its fifth year, the Edelman survey commissioned by Microsoft pointed out that the areas of marketing (17%), IT (16%) and customer service (14%) are the main responsible for the adoption of artificial intelligence in companies in Brazil. 

Among the non-native digital, marketing leads the adoption of AI and management actively participates in the purchase decision. In digital native companies, IT is the main responsible for the adoption and purchase decision. In general, important participation in the areas of finance (28%), customer service (27%), human resources (25%) and sales (16%) in the decision making process of purchasing artificial intelligence tools were also observed. 

“A IA is transforming the way we work, facilitating previously complex processes and freeing up professionals' time to be more creative and strategic. No wonder, we see different areas adopting and influencing the purchase of AI within MSMEs, which need to increase their efficiency without giving up on the cost control”, comments Andrea Cerqueira.  

Generative AI technology, capable of generating content and processing large volumes of data, has also gained specific applications within MSMEs. The technology is used mainly in the creation of new solutions and products (57%), in the streamlining of work (52%), in data processing for decision making (45%), in document translation (42%) and in support of marketing and customer acquisition tasks (39%). 

The study pointed out that time savings is the main benefit of Generative AI, being cited by about half (53%) of MSMEs. Companies are discovering efficiency and productivity gains (47%), improvement in customer experience (44%) and reduction of human errors (38%).  

Qualification is an important demand 

The MSMEs point out the difficulty to find a qualified workforce and train their professionals as challenges in the application of AI in their businesses. According to the study, 28% of MSMEs highlight problems to hire specialized talent. Already 24% report difficulties to train their current teams, with a larger cut in medium-sized companies (33%). 

Currently, AI skills are already the main demand of medium-sized companies (63%) in the process of attracting and developing talent. Demand is also high among small (41%) and micro (30%) companies, although these also prioritize soft skills, such as collaborative work (52%) and interpersonal skills (52%).  

“Digital transformation is carried out strategically when it is done with inclusion. AI training should be considered in talent acquisition and retention strategies, regardless of company size. The future of AI in Brazil involves the productive inclusion of MSMEs and qualification of its employees. For professionals who want to become more competitive, developing these skills is essential. At Microsoft, we have several free initiatives to address this challenge”, highlights Andrea Cerqueira. 

To help meet this challenge of the Brazilian economy, Microsoft in September 2024, it launched the ConectAI program, which aims to train 5 million people in Brazil by 2027 in AI-related skills and prepare the Brazilian workforce for market transformations, aiming to ensure a more equitable and inclusive future company to invest R$ 14.7 billion in cloud infrastructure and artificial intelligence (AI) in Brazil to foster the development of the AI ecosystem in the country. 

Cybersecurity 

Six out of ten companies recognize the need to drive cultural change to take advantage of the benefits of technology. The study pointed out some bottlenecks for companies to put their AI adoption plans into practice: investment costs and technology access (34%), data privacy concerns (33%) and cybersecurity threats (27%).  

According to the survey, risks related to theft or misuse of data are the main concerns of companies regarding AI with 48% of the answers. Soon after are cited the fear of manipulation of AI models (33%) and the use of malicious software powered by this technology (30%). 

These risks require companies to establish clear policies for AI use, governance and data protection while meeting the demands of their employees for access to this technology.In terms of regulation, 53% of decision makers are very or extremely familiar with the AI regulatory landscape, although this familiarity is less among microenterprises (31%).

Get ready for Generation Alpha: how they will reinvent CX

Rafael Brych's
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Get ready for Generation Alpha: how they will reinvent CX

We are concerned about Generation Z (those born between the mid-90s and early 2010) that we are not paying attention to one fact: the older “ of the next generation, Alpha 2010 to the moment we are 2010 are already teenagers.  

These children, daughters of Millennial parents and in some cases, Generation Z, grew up in an environment fully immersed in connected devices, social networks and streaming platforms, where information circulates at a totally different pace than for their Millennial parents.  

The almost constant presence of screens and virtual assistants has made their contact with digital become almost organic, shaping not only the way they learn, but also the way they perceive the world and interact with brands. In this light, the Alpha Generation anticipates behaviors that, in the coming years, should become the pattern of consumption and interaction, decisively influencing Customer Experience (CX) strategies.

The notion of experience, for this group, goes beyond the traditional expectation of a good service or a functional product. They were exposed from an early age to personalization and convenience in virtually all spheres of their lives: from on-demand entertainment, where they choose what they want to watch at any time, to smart devices that learn preferences and habits inside the home.  

This early contact with digital tools creates a relationship of trust and, at the same time, of demand: it is not enough for a company to offer an efficient service channel; it is necessary to be agile, connected and genuinely concerned with understanding and anticipating needs. For brands, the message is clear: anyone who does not create channels and integrated experiences, fast and that reflect values such as inclusion and sustainability risks losing relevance in an increasingly close future.

The power of the first generation 100% digital

While many executives have already mapped out the importance of digital natives in business transformation, the Alpha Generation takes this concept to another level.  

If Generation Z had to learn and adapt to technologies that emerged while growing up, Alpha children, in turn, arrived in the world with tablets, smartphones and voice assistants already consolidated.This generation did not live the transition; it is directly in digital reality, without language barriers or custom. Everything seems natural, from interacting with devices without keyboards to absorbing content on gamified platforms that mix education and entertainment.

For CX leaders, this implies rethinking what “” connection means with the customer. Models based on linear processes, with predefined touchpoints, tend to become obsolete. The Alpha Generation demands a fluid and ubiquitous approach, expecting brands to be able to respond in any context, in any channel, without loss of continuity.  

An eight-year-old, for example, will not understand why a music application is not integrated into the family's smart speaker or why there is a mismatch of information between e-commerce and the physical store. This level of demand accompanies the child at each stage of his or her maturation. When she becomes a young consumer in search of products and services, she will have little patience with brands that do not offer a perfect journey or that do not offer interaction options based on voice, augmented reality and other features that, for her, will already be standard.

There is also a relevant factor linked to instantaneity.The Alpha Generation has become accustomed to having everything quickly, from deliveries to software updates, and rarely waits days for a problem to be solved. This faster pattern of consumption affects the entire business ecosystem, encouraging changes in the logistics structure, service and exchange and return policies, for example. It is not just a matter of convenience; it is a paradigm shift in the way consumer relations are expected to happen. This first generation fully digital wants and will require more intuitive technologies, frictionless processes and brands that communicate clearly.

A new perception of value

When we analyze how Generation Alpha sees the value of a product or service, we see a strong emphasis on emotional factors and connected to a global vision of impact. The concern with sustainability, ethics and social responsibility of companies is not a distant accessory for these children, but an important part of what they learn in school and on the internet.  

They see digital influencers talking about environmental causes, observe initiatives from major brands that promote awareness campaigns and create a sense that all this is part of a larger package when choosing who to relate to. They are, in essence, small consumers who, in the future, will bring this mindset to the labor market and to more complex purchasing decisions.

For CX leaders, the message is clear: the customer experience should not be limited to optimizing steps and interfaces. It is necessary to incorporate values that translate care for people and the planet. The Alpha Generation probably will not forgive greenwashing actions or superficial campaigns that have no real basis. This transparency, combined with authenticity, will be fundamental to create lasting relationships. They may not even express this formally while they are children, but the fact is that they grow attentive to the movements of brands, absorbing which companies act in a genuine way and which only pretend to care.

Building experiences for a different tomorrow

In a few decades, Generation Alpha will be the dominant group of consumers and market influencers. It is in this horizon that current leaders need to aim. What we now consider “futuro” will be the reality of these new decision makers, either as end users or as managers within their own companies. This perspective reinforces the need for consistent preparation, which involves, above all, the adoption of new technologies and the creation of flexible service ecosystems.

In parallel, CX executives need to remember that this generation was born in a context of climate change and disruptive global events, such as the COVID-19 pandemic. These children grow up with the notion that the world is unstable and that crises can happen at any time. This perception of vulnerability makes them value resilient brands, able to adapt, act with social responsibility and create safe and reliable environments.It is not just about delivering a good product, but transmitting a sense of security and coherence with the values propagated.

Finally, it is important to recognize that, although still small, the Alpha exert influence on the consumption habits of their families and, soon, on the labor market. They are surrounded by opportunities to express themselves and already learn to negotiate from an early age.They are accustomed to question and issue opinions about what is fair, ethical or sustainable, and take this to consumer choices. The key word for those who plan the future of CX is readiness: readiness to evolve platforms, readiness to embrace new formats of interaction and readiness to align to principles that go beyond immediate profit.  

The Alpha Generation arrives armed with broader, deeper expectations and a critical sense that challenges the status quo. Whoever listens to this will have the chance to shape a long-term relationship, while those who remain stagnant risk becoming obsolete in the face of a new perception of the world.

Learn how to earn extra money by selling on Kwai Shop, Kwai's shopping platform

E-Commerce Update
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Learn how to earn extra money by selling on Kwai Shop, Kwai's shopping platform

With the constant growth of e-commerce in Brazil, new platforms have been redefining consumer behavior and offering innovative paths for sellers and brands. According to the Brazilian Association of Electronic Commerce (ABComm), the sector should move more than R$ 200 billion in 2025, driven by the digitization of retail, the use of social networks and the advancement of formats such as live commerce.

It is in this scenario that the Kwai Shop, a shopping platform integrated with the short video app Kwai, has been gaining prominence as a pioneer social network in live commerce & integrated shopping experience. Since its initial testing phase at the end of 2023, the Kwai Shop has already shown a growth in 1.300% in daily purchase orders in 2024, consolidating itself as an innovative environment that connects sellers and consumers in an interactive, fast and efficient way. The marketplace houses a wide variety of products, especially electronics, home items and makeup.

“O Kwai Shop is revolutionizing e-commerce in Brazil by offering a platform that not only extends the reach of sellers, but also connects brands and consumers in an engaging and interactive way.We bet on the strength of real creators and the power of short videos to transform the shopping experience”, he says Ricky Xu, vice president and head of global platform and e-commerce at Kuaishou International Business.

The strength of the model is already reflected in success stories.The store Empire Cosmetics, for example, increased its sales from 40 to 800 daily orders after joining the platform IO a growth of 4.000%creator Evelyn Marques, a reference in fashion and technology, adds more than R$ 25 million in sales at the Kwai Shop, with more than 18 Thousand hours of lives performed.

With the emergence of the Kwai Shop, new opportunities also arise for users and creators who want to turn their digital influence into a profitable business. The process to register as a seller is simple and straightforward, but the platform maintains criteria that ensure the quality of the experience for retailers and consumers.

How to become a seller on Kwai Shop

Check out the step by step to get started:

  1. Have an active and valid CNPJ
  2. Have a collection address located in the state of Sao Paulo
  3. Prove a minimum turnover of R$ 20 thousand on another e-commerce platform

Given these requirements, the interested party should download Kwai the official profile of Kwai, access the profile Kwai Shop, click on bio link, fill out the available form and wait for the contact of the platform team.

With this accessible entry model, Kwai Shop has attracted from small expanding stores to large brands in search of new formats for dissemination and digital conversion.All this in an environment where short videos, lives and content creators act as true allies in sales strategies.

From idealization to reality: What every tech entrepreneur needs to know

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From idealization to reality: What every tech entrepreneur needs to know

Entrepreneurship in the technology sector is exciting but also challenging.The market is always changing, new trends emerge all the time and, to stand out, it takes more than a good idea. 

Brazil already represents 40% of technology investments in Latin America and, according to the Ministry of Science, Technology and Innovation, almost 800 thousand new vacancies in the sector should arise by 2025. That is, the scenario is promising for those who want to innovate. 

If you are thinking about getting on this journey, here are five essential tips to increase your chances of success: 

  1. Solve a real problem

Before creating a product or service, ask yourself: what problem does it solve? The most successful businesses are those that meet a real market need. This means that before investing time and money in an idea, it is critical to validate its relevance.  

Another important point is to follow trends. Some areas are on the rise and offer promising opportunities, such as digital security, artificial intelligence, outsourcing and cloud computing. Companies that can align innovation with market needs have more chances of growth. A good example is WhatsApp, which emerged as a simple alternative for communication via message, without relying on SMS. The company noticed a user pain and created an efficient solution the result?An application that is now indispensable in the lives of billions of people. 

  1. Never stop learning

Technology changes fast, so it is essential to always be up to date. What is innovative today can become obsolete in a few years and a good entrepreneur needs to keep learning constantly.  

Attending industry courses, workshops and events is a great way to absorb knowledge and exchange experiences with other professionals.Furthermore, following industry leaders, following podcasts, and reading books on entrepreneurship and technology can give you valuable insights into what is working in the market. 

  1. Build a network of contacts

Having a good network can open doors that you never imagined. Connecting with other entrepreneurs, investors and industry experts can accelerate the growth of your business in ways that go far beyond what you would achieve alone. 

Attending events, hackathons and tech fairs is a great way to meet industry insiders.In addition, joining online communities such as LinkedIn groups can help you exchange experiences and even find potential partners.Many successful companies were born out of casual conversations between entrepreneurs who met in these environments. 

Finding someone more experienced who can offer advice and help avoid common mistakes can be a huge differentiator.A clear example of this is Reid Hoffman, founder of LinkedIn, who has always highlighted the importance of professional connections and how they can boost business and careers.  

  1. Be ready to adapt

The technology market is dynamic and things do not always go as planned. Many companies start with a proposal and along the way realize that they need to change strategy to grow. This happens because, in practice, consumer behavior may be different from expected, new technologies may arise and make a product obsolete, or competitors may innovate faster. 

Being prepared to change direction when needed is essential.Successful entrepreneurs understand that failures and adjustments are part of the process. Instead of insisting on something that is not working, the ideal is to analyze what can be improved and act fast. 

  1. Focus on customer experience

In the end, your customer is the one who decides whether your business will work or not. So, in addition to developing a good product or service, worry about his experience: make it easy to use, offer quality support and always be attentive to feedback. Satisfied customers not only return, as they indicate to other people. A good customer experience goes far beyond the product. It involves from an intuitive and easy to navigate website to a fast and efficient service.  

Entrepreneurship in technology is not only about having a great idea, it is about understanding the market, constantly updating yourself and building something that really makes a difference. If you can solve a real problem, continuously learn, build good connections, adapt to changes and offer an exceptional customer experience, your chances of success increase significantly. The technology sector is full of opportunities, and those who know how to take advantage of them can build successful, innovative and scalable businesses.

Netshoes launches '0achadinhos’ section curated by women's pieces focused on sports lifestyle

E-Commerce Update
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Netshoes launches '0achadinhos’ section curated by women's pieces focused on sports lifestyle

Netshoes, the largest e-commerce of sporting goods and lifestyle in the country, has just closed a partnership with Steal the Look, a platform for fashion, beauty and behavior, leader in purchaseable content in Brazil, and takes another step towards strategies focused on reaching the female audience. The project consists of the seal of “achadinhos linked to the clothing of this audience with pieces linked to the sports lifestyle from the curatorship of the specialized team of the portal. The initiative is part of the strategic actions of Netshoes to expand its positioning and approach with the most diverse communities of customers. 

“O Steal the Look is a reference in fashion, beauty and lifestyle content, ideal partner to bring indication of items that are on the rise and are trend either for sports or for everyday LIFE”, says Gabriele Claudino, Marketing Director of Netshoes. “Strategically, in addition to strengthening our positioning in sportstyle, our intention is to get even closer to the female audience, because we know that purchases made in fashion e-commerce are dominated by women”. 

The digital content platform will curate the pieces linked to sports lifestyle that are also stylish items for everyday life. These choices, which seek to unite comfort, style and functionality, will receive the “Steal The Look Indica” seal and will gain prominence on the Netshoes website and application.

“Nos teamed up with Netshoes to inspire our community to explore new possibilities of style, uniting the sports universe with the casual. We want to show that it is possible to create comfortable, functional and super stylish looks for everyday life. Developing this curatorship alongside Netshoes reinforces our positioning as a reference in fashion, beauty and lifestyle, and allows us to further broaden the dialogue with women who seek versatility and style in all INSTANCES”, says Manuela Bordasch, CEO of Steal The Look.

Netshoes and women

This is just one of the actions that the company has carried out with a focus on the female audience. In March, to mark the beginning of the Netshoes Run Tour, the brand promoted an “trainon” exclusively for women in Belo Horizonte, with 100 participants, with the presence of the category ambassador, Bruna Ianhez. The initiative reinforces Netshoes commitment to inclusion, well-being and women's sports lifestyle. 

Another relevant action for the public was the celebration of the 25 years of the brand, which was attended by the influencer Lela Brandao, invited to talk to consumers about sport and well-being. In addition to participating in the event, Lela had her podcast “Gostosas Also Choram” sponsored by Netshoes, in the episode “People want me to lose weight”.

Women's consumption and sports lifestyle

A survey by Linx, a company of the StoneCo group, published earlier this year, points out that 82% of purchases made in e-commerce linked to fashion retail are made by women. On average, these consumers are 40 years old. On the other hand, a study by Itau Unibanco revealed that Brazilian spending on fitness products and fitness grew 35% in 2023 when compared to 2022. If the cutout of the research covers only Generation Z, those born between 1995 and 2010 were the ones who showed the highest increases in fitness spending in the last year with 3rd total purchases in the total sector.

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