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Digital Marketing Trends for 2025: Essential strategies to accelerate business growth

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Digital Marketing Trends for 2025: Essential strategies to accelerate business growth

O marketing digital está em constante transformação, e as inovações para 2025 prometem mudanças significativas impulsionadas pela inteligência artificial (IA), automação e personalização em tempo real. Vinícius Izzo, CEO da Salespunch, agência digital de marketing e vendas, apresenta as principais tendências segundo as projeções da ESPM e do Instituto de Marketing Digital (DMI), destacando como essas inovações podem potencializar os resultados das empresas.

Automação e IA para Campanhas Personalizadas

A combinação de IA com automação vai permitir que as marcas criem campanhas altamente segmentadas e adaptadas ao comportamento do consumidor. Ferramentas de automação como HubSpot e Pardot, da Salesforce, estão desenvolvendo funcionalidades que otimizam campanhas em tempo real. “Empresas que investem nessas tecnologias terão mais assertividade nas suas estratégias, alcançando o público certo com a mensagem certa”, afirma Izzo.

Marketing de Conteúdo: Qualidade é Prioridade

O marketing de conteúdo continua essencial, mas em 2025 a qualidade  novamente vai superar a quantidade. Conteúdos detalhados e informativos como artigos extensos, whitepapers e e-books, além de formatos visuais como vídeos e infográficos, têm forte potencial para captar o interesse do público. A recomendação de Izzo é focada em temas que solucionem as necessidades do público, promovendo engajamento e liderança à marca.

SEO Focado na Experiência do Usuário

O SEO de 2025 será orientado pela experiência do usuário. Com o apoio da IA, marcas poderão realizar auditorias frequentes para otimizar sites e corrigir problemas de navegação. Ferramentas como Google Analytics e Search Console facilitam o monitoramento e ajuste de desempenho, permitindo uma experiência mais satisfatória e intuitiva

Big Data e IA: Personalização em Tempo Real

A análise de big data em conjunto com IA possibilita a coleta e a compreensão de dados em tempo real, personalizando campanhas conforme o comportamento do consumidor. “Ferramentas como Google Analytics 4 e CRMs com análise de big data, como Salesforce, permitem que marcas identifiquem tendências e se adaptem rapidamente, aumentando a eficiência das campanhas e mais personalização.

Micro e Nano Influenciadores: Engajamento Autêntico

O marketing de influenciadores segue em alta, mas 2025 será o ano dos micro e nano influenciadores, que oferecem conexão mais óbvia com o público. “Parcerias autênticas e homologadas com os valores da marca têm mais impacto do que campanhas pontuais. Coerência e confiabilidade serão as palavras da vez ”, reforça Izzo. 

Ascensão do Social Commerce

Com a expansão das funcionalidades de compra direta em redes sociais, o Social Commerce oferece uma nova via para empresas atingirem seus consumidores. Segundo Vinícius Izzo, plataformas como Instagram Shopping e Facebook Shops facilitam a compra de produtos diretamente nas redes sociais, integrando e-commerce e mídias sociais de forma eficaz e atraente. 

Izzo ainda chama a atenção para o Omnichannel, que é a experiência de compra integrada. “As fronteiras entre o mundo físico e virtual cada vez mais vão se dissipar, então a experiência do cliente de comprar com você tem que estar permeada por todos os meios possíveis e imagináveis”, finaliza.

Search for Black Friday products starts a month before purchase, Microsoft study reveals 

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Search for Black Friday products starts a month before purchase, Microsoft study reveals 

A jornada de compra da Black Friday começa cada vez mais cedo e, de acordo com a Microsoft, 55% das conversões no varejo online em novembro começam em buscas no mês de outubro. Os dados são de um levantamento feito pela plataforma de Advertising da empresa e reforça a importância de as marcas se anteciparem para alcançar as vendas durante o período promocional. 

Ainda de acordo com o levantamento, estratégias de publicidade em múltiplas plataformas têm impacto positivo no ticket médio, com um aumento de 6% a 13% no valor total das compras quando os consumidores são expostos a anúncios em diferentes canais e etapas da jornada de consumo. Os dados são de um estudo feito na América Latina, Europa, Oriente Médio e África. 

No Brasil, os consumidores levam em média 35 dias para concluir sua jornada de compra no varejo online, com 49 pesquisas por usuário, de acordo com dados de junho a agosto deste ano. Para José Melchert, diretor de Ads da Microsoft Brasil, os consumidores começam a planejar suas compras cada vez mais cedo em busca de ofertas pré-Black Friday. “Ao iniciar as campanhas antes da data, as marcas também podem capturar a atenção destes usuários para um novo produto além daquele que já foi pesquisado”, explica. 

Melchert destaca a importância de uma estratégia de marketing ‘full funnel’, ou seja, desde a conscientização do produto até a compra, para maximizar os resultados das vendas na Black Friday. “As marcas que combinam diferentes formatos de anúncios têm um aumento significativo em conversões. No setor de varejo, essa abordagem resulta em até 9x mais conversões em relação a estratégias que trazem apenas anúncios na busca”, afirma o executivo.

Pesquisa Inédita – 35% dos empresários negligenciam novas tecnologias, como I.A

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Pesquisa Inédita – 35% dos empresários negligenciam novas tecnologias, como I.A

Uma pesquisa realizada para o por João Kepler, para o livro “O Ponto Cego Empresarial”,  trouxe à tona dados reveladores sobre as barreiras invisíveis que afetam a gestão e o crescimento das empresas no País. O estudo aponta que 35% dos empresários brasileiros admitem negligenciar a adoção de novas tecnologias e a inovação, mesmo em um mercado onde a transformação digital é essencial para a competitividade. “É um dado alarmante, especialmente num cenário de mudanças rápidas em que a tecnologia representa o principal motor de crescimento”, avalia Kepler.

Outro dado preocupante refere-se à gestão de pessoas: 28% dos gestores afirmam enfrentar dificuldades na comunicação aberta e na criação de uma cultura de feedback. Segundo Kepler, essas limitações estão entre os maiores desafios internos das empresas. A pesquisa revelou ainda que, para 31% dos entrevistados, a cultura organizacional restringe o feedback sincero, enquanto 27% afirmaram que os processos internos são realizados sem questionamento, o que indica uma resistência ao aprimoramento contínuo. Preocupante também é o fato de que 19% dos empresários não conseguem identificar esses momentos de cegueira organizacional. “A falta de feedback honesto em reuniões estratégicas gera um ambiente de silêncio prejudicial, onde erros recorrentes deixam de ser corrigidos e o potencial de crescimento fica comprometido”, explica o Kepler.

Besides, uh 40% dos empresários relatam que tomam decisões estratégicas com base em informações incompletas ou suposições, o que pode resultar em prejuízos financeiros e comprometer a competitividade. Outros 25% afirmaram que, apesar de terem dados suficientes, sentem que uma análise superficial minimiza o impacto das decisões até que os problemas se tornem críticos. Esses números indicam que muitos líderes não estão aproveitando o potencial dos dados disponíveis para decisões fundamentais mais assertivas.

Para Kepler, esses números reforçam a necessidade dos empresários olharem mais de perto para suas próprias práticas e perceberem os pontos cegos que podem estar sabotando o sucesso de suas empresas.

A pesquisa foi realizada para o livro,  ‘O Ponto Cego Empresarial´, que será lançado no dia 7 de novembro,  voltado para empresários de pequenas e médias empresas que buscam enxergar além das limitações invisíveis e tomar decisões estratégicas em um mercado cada vez mais competitivo.  De maneira geral, o livro aborda a importância de enfrentar essas barreiras invisíveis que limitam o crescimento e a eficiência organizacional”, afirma o Kepler.

Após o sucesso de seu livro anterior, “Inevitável”, Kepler oferece uma abordagem prática e provocativa, com insights e estratégias baseadas em experiências reais de gestores que, assim como muitos, buscam prosperar em um ambiente empresarial desafiador.

Latin population growth in the United States causes transformations in the country's retail

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Latin population growth in the United States causes transformations in the country's retail

The latest study of University of California Los Angeles (UCLA), made in partnership with the Center for Research and Economic Forecasting of the Lutheran University of California, reveals that currently Hispanics present in the United States correspond to 19.2% of the country's population.This segment is responsible for 70% of the population increase recorded annually in the US and accounts for 41.4% of the real growth of the American GDP since 2019, according to UCLA. The numbers linked to the Hispanic population 0 with emphasis on the average of 1 million immigrants from this community entering the country every year, according to the The Per Research Center ''they make it one of the main themes of the electoral debates between Kamala Harris and Donald Trump, candidates for the next presidential term in the country.

In addition to the electoral nature, Hispanics also stand out as a market agenda, especially for the food and beverage retail sector. According to the survey of Circana, a global company of data tech for analysis of consumption behavior, the population of Latin origin present in the US is responsible for 14% of spending on dollars on food, a number that has been growing at 0.4 points per year, counteracting the reduction of 0.3 points in the consumption of the white population and exceeding the average expenditure of other communities, such as African-Americans and asio-Americans.

With an eye on the economic power of this segment, companies such as the CVS Pharmacy drugstore chain and Kroger supermarket franchises have invested in unit remodeling hispanic-focused that is, focused on Hispanics.As revealed by the Circana market study, CVS added “y more” (“e plus” in literal translation), developed specific designs to promote a personalized shopping experience for the Hispanic population, bet on lower prices and hired bilingual employees.Kroger, in turn, remodeled the Houston franchise, with Spanish signage, and invested in exclusive products such as canned ceviche & launch the private label brand Kroger Market, whose products are developed on the basis of ingredients consumed in Latin countries.

Toy, clothing and beauty brands such as Target, Kohl’s, Macy’s, Build-A-Bear and Nike have also looked with special attention to the segment, which is responsible for 17% of dollar spending in these sectors and presented an increase of 0.1 point in consumption in 2024. In common, these retailers have recently invested in products with commemorative editions, recalling important dates for the Latin population, highlighting the National Hispanic Heritage Month (celebrated in the US between September 15 and October 15), to the Mexican calendar of May (the first month of May 1st and last year).

According to Daniel Morimoto, LATAM vice president of Circana, the expenses and demands of Hispanics in the retail of food, beverages and non-food products have increased more than average, but it is worth noting that in the consumption of goods in general there was a decrease of 0.1 point, which reflects the performance of the American market itself. For the executive, understanding the exclusive compensations of this community, which should grow more than 50% in the next 35 years, can help better meet the needs of an audience increasingly fit for consumption.“In 2060, the American population will be able to reach a point of the United States, with the executive-to purchase of the first-regionary, the consumer-are the one-are the one-9 million people, the consumer-county, with the one-county, the one-of-of-one, the country's.

To know in depth this and other studies developed by Circana, go to: Unlock Growth with Complete Consumer Insights (circana.com).

Preparations of a private label for BF: marketing and logistics strategies for the largest retail date

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Preparations of a private label for BF: marketing and logistics strategies for the largest retail date

Com a chegada da Black Friday, uma das maiores datas do calendário do varejo, marcas próprias adotam diversas estratégias de marketing inovadoras para se destacar em meio à avalanche de promoções. Para a data de 2024, a Yuool, conhecida por seus tênis sustentáveis e minimalistas, por exemplo, aposta em operações alinhadas para maximizar o impacto, uma combinação de descontos personalizados e campanha de marketing integrada a influenciadores.

O planejamento já começa seis meses antes, indica o CEO Eduardo Abichequer. “O foco não está apenas nos descontos, mas também na experiência de compra”, afirma. O executivo acredita que um bom preparo é obrigatório para tornar a experiência do cliente fluida e agradável. Organização do estoque, time de atendimento alinhado e orientado para diversas situações, além de processo de logística organizado são partes essenciais para garantir que a operação esteja apta para lidar com a demanda crescente de grandes datas, como a Black Friday.

Além disso, essa organização é significativa para mostrar aos clientes os valores da marca. No caso da startup de tênis sustentáveis, será “um mês inteiro de conforto e paz. Sem correria, sem caos”, afirma Eduardo, em concordância com o estilo de vida que a Yuool incentiva: uma vida de qualidade, equilibrada e sem o ruído de consumo intenso e sem respiro que datas como essa podem gerar. 

“A Yuool oferece um mês inteiro de promoções com o mesmo conforto que os seus produtos proporcionam. Ao contrário da Black Friday tradicional, cheia de correria e caos, a Yuool apresenta um novembro mais calmo e organizado. A campanha oferece descontos o mês todo, permitindo que os consumidores planejem suas compras com tranquilidade”, conta o executivo.

Tudo isso alinhado às estratégias integradas de marketing fortalecem o awareness da marca, que cria uma jornada de compra engajadora do início ao fim. Inclusive, a Black Friday é uma oportunidade única para testar novas abordagens. “Usar estratégias de infoproduto no varejo, por exemplo, nos permite criar um ciclo contínuo de valor para o cliente. Além disso, com os descontos na medida certa, podemos oferecer ao consumidor as vantagens e a sustentabilidade dos nossos produtos, gerando um relacionamento mais profundo e ampliando o alcance da marca”, ressalta.

Quanto a estratégias para potencializar o alcance das campanhas, uma boa ideia é ativar uma rede de influenciadores, responsáveis por promover o conceito de double desconto. Com isso, a marca consegue atrair diferentes perfis de consumidores, conectando-se com novas audiências por meio de vozes confiáveis e relevantes. Além disso, estratégias de lançamentos controlados via WhatsApp adicionam um elemento de exclusividade, permitindo que os clientes mais engajados acessem promoções antes do público geral.

Essas ações combinadas permitem que a marca não apenas participe da Black Friday, mas use a data como um trampolim para solidificar a sua identidade. “São estratégias integradas que refletem como uma marca própria prepara-se não apenas para participar da Black Friday, mas para fortalecer o conceito e os valores da empresa no todo”, finaliza Eduardo.

Technology combined with smart promotions is helping companies escape the "same old" during Black Friday 2024.

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Tecnologia aliada a promoções inteligentes fazem empresas fugirem da “mesmice” durante a Black Friday 2024

Success on Black Friday 2024 will depend on strategies that combine innovation and efficiency. However, the success of companies does not depend only on good promotions, such as discounts of up to 80% in some categories.

In a market that moved R$ 5.2 billion in Brazilian e-commerce in 2023, the projections of Abcomm (Brazilian Association of E-Commerce) indicate that Brazil should surpass the R$ 200 billion mark in 2024. With an average ticket close to R$ 500 and more than 90 million virtual consumers, the technology is consolidated as a decisive factor for the success of companies.“It is no use to offer incredible discounts or advantageous combos if the sales system and customer service does not collaborate with the brand, Rodrigo Nucci

The Digital Nation, a marketing agency reference in Brazil and partner of some of the largest e-commerce in the country, implements technological solutions that ensure scalability, security and efficient integration with payment systems. All this is done to avoid failures that could compromise the results of Black Friday. In addition, the agency uses inbound marketing, automation and segmentation, maximizing the billing of e-commerce.

Martucci explains: “We understand that an unstable system, which falls or takes time to process transactions, turns Black Friday into a frustrating experience for both the retailer and the consumer.” Therefore, the Digital Nation faced these technical problems and specialized in preparing large companies, ensuring that not only promotions are attractive, but that the technology behind them supports the large volume of traffic and transactions, making it possible to make the most of the potential of the event.

This preparation goes beyond just ensuring that the site does not go down. It includes optimizing the user experience, with platforms that are fast, secure and capable of supporting multiple simultaneous transactions.

The team highlights the importance of automation in areas such as inventory control and customer service, allowing processes to flow without overwhelming staff or leaving consumers waiting for answers or products to go unavailable.

“A memorable, secure and transparent shopping experience not only attracts customers on Black Friday, but also turns them into loyal customers in the long term”, concludes Martucci.“With the right technological tools and strategies, companies can focus on what really matters: taking advantage of the business opportunities that Black Friday offers.”

An example of technology focused on retail is KIGI, developed by the IRRAH Group. According to Chrystian Teodoro Scanferla, head of Business of the IRRAH Group, “o KIGI is an ERP that helps in real-time control, organizing management in a strategic way.” Widely used in the fashion sector, this tool allows retailers to identify products with greater turnover, adjust their purchasing strategies and predict sales trends, thus optimizing their operation during the period of high demand.“O KIGI was born to transform an ERP into a more efficient business practices for the fashion sector.0 years with the company.

In addition to KIGI, the group offers other technological tools that serve more than 35 thousand users globally. Among them are GTP Maker, AI that allows the creation of virtual assistants via Artificial Intelligence for customer service and sales and E-vendi, an e-commerce platform integrated with ERP, facilitating management and sales. There is also Z-Api, an integration solution with WhatsApp so that technology entrepreneurs and software companies can create automatic messages for both customer engagements and notices, and PlugChat, for service management in WhatsApp. 

Another solution is Dispara.ai, a platform with automated processes, which allows the entrepreneur to create automation flows, recovery of abandoned carts.“Processes that transform WhatsApp interactions into golden opportunities!”, highlights Chrystian. “These solutions are essential to ensure that retailers in the fashion sector can make the most of Black Friday opportunities, optimizing their operations and improving the consumer experience”.

Adopting creative strategies that make technology a business ally is essential, but we must not forget that, in addition to a robust technological infrastructure, it is necessary to present innovative business ideas.With increasingly tight profit margins, companies need to be creative to ensure a healthy Black Friday. According to Martucci, “the focus should be on increasing the average ticket without compromising the profit margins”. 

For companies, he suggests some strategies to achieve this balance:

  1. Promotions in combo: Offer higher discounts on multi-item purchases, encouraging increased value per customer.
  2. Progressive discounts: Grant discounts that increase as the customer buys more or indicates friends, helping to reduce the Customer Acquisition Cost (CAC).
  3. Low turnover: Use products with low demand in promotions, helping to reduce inventory costs.
  4. Partnerships with influencers: Invest in collaborations with influencers in the revenue-share model, expanding reach without the high costs of traditional campaigns.

In addition, the IRRAH head reinforces the importance of preparing inventory and diversifying payment methods to deal with increased demand during Black Friday, avoiding operational failures that could compromise sales.

Black Friday is also a time of fraud, which requires attention from both businesses and consumers. Investing in security certificates and joining effective initiatives increases customer trust.

For consumers, however that, according to a survey conducted by OpinionBox, 79% agree that technology helps a lot in the buying process, Martucci offers important tips to avoid scams, ensuring a “Black Friday Legal”:

  • Check CNPJ: Always confirm that the CNPJ of the store is available in the footer of the website.
  • Read reviews: Research the reputation of the company before finalizing the purchase and check complaints on consumer platforms.
  • Be wary of suspicious offers: Prices far below the market can be a sign of fraud, so it is important to be cautious.

Food sector stands out in the growth of e-commerce in Brazil

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Food sector stands out in the growth of e-commerce in Brazil

Brazilian e-commerce continues to demonstrate accelerated growth, and the food sector is a major player in this expansion. According to data from Nielsen, a global leader in consumer intelligence, e-commerce revenue in Brazil grew by 18.7%, reaching R$160.3 billion in the first half of 2024. Among the highlights of this increase is the food category, which registered an 18.4% growth in gross revenue, driven by the growing demand for fast-moving consumer goods (FMCG).

The Nielsen research revealed that shopping baskets composed of Food, Beverages, and Perfumery and Cosmetics were the main drivers of growth in e-commerce, together accounting for 51% of total orders. The shopping experience and the convenience of the payment and delivery process have been fundamental factors in customer satisfaction, further increasing consumers' trust in this shopping channel.

In this context, Vapza, a company specializing in vacuum-packed, ready-to-eat foods, is one of the industry players that has been standing out in e-commerce. In the first half of 2024, the company recorded a 39% increase in e-commerce compared to the same period last year, consolidating its position in the digital market. “Vapza's e-commerce has been experiencing constant growth, a result of various strategies and technical improvements. We expect this growth trend to continue in the second half of 2024, given that in August, we saw 24.6% growth compared to the same period in 2023. This progress reflects consumer behavior, as shoppers seek convenience, healthiness, and security when making purchases online,” comments Vapza CEO, Enrico Milani.

Innovative strategies

To sustain this growth trend, Vapza is betting on a set of innovative strategies. The company has been investing in partnerships with digital influencers and promotional campaigns aimed at special dates, such as Black Friday and Christmas, with the goal of attracting and retaining new consumers. “One of Vapza's main differentiators in e-commerce is the Vapza Lovers Club, a loyalty program that offers immediate cashback in the shopping cart. The Vapza Lovers Club was created as a strategy to value our customers. The more they buy and refer others, the more points they accumulate and can use, providing a real and direct benefit,” explains Milani.

With customers throughout Brazil and in 14 other countries, Vapza has been particularly prominent in the South and Southeast regions. Furthermore, according to Head of Marketing Liza Schefer, the company faces challenges in the digital environment, such as continuously improving the shopping experience and adapting to new market demands. “E-commerce in Brazil just keeps growing, and we see this reflected in Vapza's sales. In this context, we are mindful of consumer needs and are always looking for new ways to enhance our online operation to reach our target audience, which consists of consumers who seek convenience without sacrificing quality and healthiness,” the head of marketing reinforces.

Vapza Alimentos celebrated its 30th year in the market in 2024. Founded in 1994, Welinton Milani became a partner in the company in 1998. Then, in 2007, with a solid vision for growth potential, he acquired 100% of the business, making the brand a pioneer in the Brazilian market for vacuum-packed and steam-cooked foods.

Affiliate Program of Bling offers opportunity for extra income

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Affiliate Program of Bling offers opportunity for extra income

Bling, LWSA's ERP platform, is offering an opportunity for extra income through its Affiliate Program. Participants in the program receive a commission of 10% on the first 12 monthly payments made by customers who subscribe to Bling through a referral.

The program allows anyone who has a CNPJ to become a partner in the promotion of the products and solutions offered by the ERP platform. “The participant refers our solutions to their audience, using social media or messaging forums, such as WhatsApp. When a company or entrepreneur contracts our service through the referral link, that person receives a commission in return,” explains Daniella Doyle, Marketing Manager at Bling.

How to Participate

To participate, it is necessary to register for free on the Bling website, where the affiliate will receive an exclusive code to promote the platform. The commissions are monitored by an exclusive dashboard, ensuring transparency and control over the earnings.

This remuneration model offers an additional and recurring income, ideal for those seeking to complement their budget. The redemption is made by request directly on the platform. "In this program, we have an opportunity to strengthen our brand and attract new customers, in addition to fostering extra income for people, something very necessary in a scenario of high inflation and interest rates that reduces the purchasing power of families," says Daniella.

According to the executive, the initiative seeks both current customers and potential affiliates who already operate in the commerce sector. Digital influencers, specialized blogs and websites, as well as business owners or entrepreneurs, can also participate. “These partners have the potential to promote Bling effectively, leveraging their networks of contact and influence,” says Daniella. The affiliate has an exclusive support channel with Bling, which makes it a great advantage for them.

Tokenization is the uberization of the financial market

Cássio J. Krupinsk
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Tokenization is the uberization of the financial market

Just as Uber revolutionized the transportation sector by challenging the classic taxi model, tokenization promises to transform the financial industry, offering new opportunities for market participants who, until now, have been hostage to traditional systems and operated under constraints imposed by centralized institutions such as banks and brokerages. These participants include investment funds, asset managers, investment advisory firms, securitization companies, and a small portion of fintechs.

Especially in Brazil, funds often turn to large banks and brokerages for the distribution and administration of their financial products. In addition to bureaucracy and slow processes, which delay strategic decisions and harm performance, this limits their innovation capacity and imposes high costs that are passed on to investors.

Asset managers also face challenges, as they need to handle asset custody, fund administration, and regulatory compliance, typically through intermediaries that impose fees and restrictions, limiting their flexibility and agility to explore other diversification opportunities.

Furthermore, increasing regulatory requirements from bodies such as the Brazilian Securities and Exchange Commission (CVM) and the U.S. Securities and Exchange Commission (SEC) necessitate constant updates and compliance, which can be costly and time-consuming. Moreover, the need to invest in new technologies, such as artificial intelligence and big data, is crucial to maintaining competitiveness, requiring not only high implementation costs but also the training and retention of qualified talent.

Competition in the sector has also intensified with the growing number of asset managers and easier access to investment information and tools, making market differentiation a constant challenge. At the same time, investors are increasingly informed and demanding, seeking sustainable and responsible investments in addition to financial returns, which forces asset managers to adapt their strategies and product offerings.

Another significant challenge is represented by historically low interest rates in many markets, making it difficult to achieve attractive returns from traditional fixed-income investments. To overcome these obstacles and seize opportunities, investment managers must adopt a proactive approach, investing in technology, staying updated with regulations, and adapting their strategies to new investor demands.

In turn, investment advisory firms are slow and have a complex relationship with banks and brokerages. While they offer personalized advice to clients, they are often pressured to promote specific products from those with whom they maintain commercial agreements. This can create conflicts of interest and limit the advisors' autonomy.

Securitization companies, which transform illiquid assets into tradable securities, rely on financial institutions to distribute their solutions and often face barriers to accessing broader markets.

Even fintechs, which emerged with the promise of disruption, have ended up integrating into conventional systems to gain scale. This has led to the loss of part of their original proposal, making them dependent on the same intermediaries they promised to replace. The crisis of FIDCs (Credit Rights Investment Funds) is an example of how this integration can fail, generating below-expected results.

Transformation through Tokenization

Many entrepreneurs still seek the easiest path, choosing to integrate into the traditional molds of the financial market. However, tokenization offers a new approach, allowing these players to "Uberize" the sector and gain autonomy.

Thus, investment funds can tokenize their structure in different ways, eliminating steps and reducing costs. Asset managers can expand their portfolio with tokenized assets, from real estate to startups, accessing new distribution pools.

Tokenization also enables advisory firms to act as structuring agents, sitting at the table with credit borrowers and negotiating like a brokerage. For securitization companies, it will simplify the process of transforming illiquid assets into tradable securities, acting as the offering platform itself, providing greater clarity and accessibility. This attracts a more diverse group of investors and reduces issuance and administration costs.

Therefore, just as Uber democratized access to transportation by allowing anyone with a car to become a driver, tokenization paves the way to grant autonomy to those who were once hostage to banks and brokerages and creates a new financial education for investors, making everything much more coherent and transparent. This transformation eliminates many intermediaries from the structuring of an asset, reduces costs and bureaucracy, and increases the efficiency and transparency of the financial market.

This paradigm shift expands access to a global investor base and fosters the creation of financial products and services, driving innovation and competitiveness, while also benefiting companies in the financial sector, which can use solutions better tailored to their needs.

Clube de assinaturas da  Giuliana Flores cresce mais  de 200% em 2024

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Clube de assinaturas da  Giuliana Flores cresce mais  de 200% em 2024

Giuliana Flores, a reference in the online trade of flowers and gifts, is reaping the results of the launch of the Giu Club, a service that ensures immersive contact with the brand. According to internal balance data, from January to September 2024, the subscription system had a record rise of more than 200%. In addition, the initiative brought greater visibility and attracted new customers. 60% of subscribers are women aged between 30 and 45 years.

Part of the success can be attributed to the fact that participants not only experience an engaging and flowery climate, expanding contact with plants in the daily routine, but also enjoy considerable financial advantages, with substantial savings ranging from 50% to 70% in relation to one-time purchases.It is worth noting that the days of Friday, Saturday and Sunday stand out as the most favorable for sales of the Giu Club.

In addition to the success of the service, there is a remarkable adherence of professionals from health sectors, such as dentists and psychologists. This movement suggests a trend related to the impact of flowers in formal environments, such as offices, praising their transformative role for the well-being of patients.

Functioning

The Giu Club goes beyond the simple delivery of plants. The kits gather selected species following the mood of the month; exclusive and personalized vase with the logo, available in weekly, biweekly subscriptions and on the first purchase; perfumed sachet; and flowerfood, Supernutrient that increases the durability of plants;  playlist created on the Spotify platform for the subscriber to immerse themselves in a unique musical universe; and special packaging with tips, content and everything about the inspiration of the box. Subscriptions can have weekly, biweekly or monthly regularity and include residents of the city of Sao Paulo and ABC Paulista; the idea is to expand soon to other locations.

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Inclusion and speed: the Brazil-Asia e-commerce revolution The growth of e-commerce in Brazil has been remarkable, driven by a combination of factors including increased internet penetration, the rise of mobile technology, and a growing middle class with higher disposable income. However, the relationship between Brazil and Asia in the e-commerce space is particularly fascinating, marked by rapid innovation, strategic partnerships, and a focus on inclusion. **Inclusion: Bridging the Digital Divide** One of the most significant aspects of the e-commerce revolution in Brazil is its potential to bridge the digital divide. In a country with vast geographical disparities, e-commerce offers a unique opportunity to reach underserved populations. By leveraging technology, companies can extend their reach to remote areas, providing access to goods and services that were previously unavailable. Asian e-commerce giants like Alibaba and JD.com have been instrumental in this regard. Through partnerships with Brazilian firms, these companies have introduced innovative solutions tailored to the local market. For instance, Alibaba’s AliExpress has made significant inroads in Brazil, offering a wide range of products at competitive prices. Similarly, JD.com has collaborated with local logistics providers to ensure efficient delivery, even in hard-to-reach areas. **Speed: The Race to Deliver** Speed is another critical factor in the Brazil-Asia e-commerce dynamic. Consumers today expect fast delivery, and companies are rising to the challenge. The competition to offer the quickest delivery times has led to the adoption of advanced technologies and logistics strategies. One notable example is the use of drone delivery. Both Brazilian and Asian companies are exploring this technology to enhance delivery speed and reach. For instance, JD.com has been testing drone deliveries in rural areas of China, and similar initiatives are being considered in Brazil. This not only speeds up delivery but also reduces costs associated with traditional logistics. Additionally, the implementation of automated warehouses and robotics has revolutionized the fulfillment process. Companies like Magalu (formerly Magazine Luiza) in Brazil have invested heavily in automation to improve efficiency and reduce delivery times. These technologies are often inspired by or directly imported from Asian e-commerce leaders, highlighting the cross-pollination of ideas and innovations. **Strategic Partnerships and Collaborations** The Brazil-Asia e-commerce relationship is also characterized by strategic partnerships and collaborations. These alliances are crucial for navigating the complexities of the global market and leveraging each other’s strengths. For example, Brazilian e-commerce platform B2W has partnered with Chinese payment giant Alipay to facilitate cross-border transactions. This collaboration not only simplifies the payment process for consumers but also opens up new markets for Brazilian sellers. Similarly, partnerships between Brazilian logistics companies and Asian tech firms have led to the development of more efficient supply chain solutions. **Conclusion** The e-commerce revolution between Brazil and Asia is a testament to the power of technology in driving economic growth and social inclusion. By focusing on inclusion and speed, both regions are setting new standards in the global e-commerce landscape. As this relationship continues to evolve, it promises to bring about even more innovative solutions and opportunities for consumers and businesses alike.

Getnet reveals that Customer Week drives online sales with a 13.94% increase The Customer Week campaign, which took place between September 5th and 11th, resulted in a 13.94% increase in online sales compared to the previous week, according to data from Getnet, a payment solutions company. The period, which is traditionally marked by promotions and discounts, attracted more consumers to make purchases on the internet. The increase in sales was observed across all regions of the country, with the highest growth in the Southeast (20.3%) and the lowest in the North (5.1%). "Customer Week is an important date for e-commerce, as it encourages consumers to make purchases and helps businesses increase their sales," says Marcelo Labuto, CEO of Getnet. "This year, we saw a significant increase in online sales, which shows that the campaign was successful in attracting consumers." The data also shows that the average ticket for online purchases increased by 5.3% compared to the previous week. This indicates that consumers are not only buying more, but also spending more on each purchase. Getnet also observed an increase in the use of credit cards for online purchases. The use of credit cards increased by 10.2% compared to the previous week, while the use of debit cards decreased by 2.1%. "The increase in the use of credit cards may be related to the promotions offered during Customer Week," says Labuto. "Many consumers prefer to use credit cards to take advantage of the discounts and promotions offered by stores." In summary, Customer Week was a successful period for e-commerce, with a significant increase in online sales and an increase in the use of credit cards for purchases. The data from Getnet shows that the campaign was effective in attracting consumers and encouraging them to make purchases on the internet.

Digitalization and tokenization mark discussions at StartSe Payment Revolution Day 2025

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