Businesses born online: strategy or counter-current to the market?

While many companies are resuming in-person operations, a new wave of entrepreneurs is heading in the opposite direction: choosing to be entirely digital. Far from being a contradiction, this decision is based on the changing lifestyle of people and the technological transformation of Brazilian small businesses.

According to Sebrae research, 76% of micro and small entrepreneurs used computers in their activities in 2025, the highest rate in a decade and six percentage points above 2022. Furthermore, 47% already use management software and applications, a 20 percentage point jump since 2018. These figures reveal that digitalization has transitioned from a trend to a strategic pillar of competitiveness.

While the overall market still flirts with the hybrid model, it is in this context that models like Spaceclass emerge. Spaceclass is a franchise network specializing in language education, founded in 2022. Fully digital and featuring live classes, the company was created with the aim of redefining English learning in Brazil. Using a methodology focused on conversation and an algorithm that connects students with professional profiles and similar areas of interest, the brand proposes fluency within three years.

Lower costs, more time

The online format proved not only viable but scalable: in 2024, Spaceclass became a franchise, currently comprising 37 units and projecting to conclude 2025 with 100 franchisees within and outside Brazil. 

"The 100% digital model allows us to grow without geographical barriers, offering standardization and quality, reducing costs, and keeping pace with how people already interact with technology and education in their daily lives," highlights Raphael Brito, CEO and founding partner of Spaceclass.

Businesses born digital achieve greater time optimization and faster adaptation to new tools, plus reduced fixed costs like space rental, and a greater potential for brand expansion, like Spaceclass, which has franchisees in seven Brazilian states, as well as the United States and Finland.

"Remote learning has solidified itself because it aligns with people's routines, as they already consume information and work online. The flexibility in scheduling and the ability to learn from anywhere significantly increase student engagement. When we talk about learning a new language, for example, online learning allows us to create customized classes, bringing together similar profiles and accelerating progress," said the CEO.