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Digital influence has already redefined consumption only marketing needs to understand

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Digital influence has already redefined consumption only marketing needs to understand

The way consumer decisions are made undergoes a profound and irreversible transformation. A recent survey by Institute Z reveals that 87% of Generation Z seeks online reviews before making a purchase, while 74% have already acquired products influenced by recommendations in social networks. More broadly, data from 2023 of the Qualibest Institute indicates that 25% of Internet users who follow digital influencers consider their opinions decisive at the time of the purchase decision. These numbers demonstrate that digital influence, especially that exercised by content creators and affiliates, transcends the barriers of the virtual environment, directly impacting on physical acquisitions and transforming points of need.

Despite this new panorama, many companies still adopt outdated analytical models, which do not reflect the increasing complexity of the contemporary shopping journey. The current consumer moves fluidly between online and offline environments, sometimes researching on social networks and buying in physical stores, sometimes trying products in person to then acquire online via affiliate link. It is a hybrid and nonlinear behavior that challenges the traditional paradigms of attribution of value in marketing. The continuity of this methodological dissonance, insist on evaluating the impact of influence based on clicks, impressions or isolated conversions, compromises the ability of brands to understand, accurately, the real of their communication and sales actions.

In addition, the migration of consumer confidence is evident: institutional advertising has been losing space for personal, spontaneous and humanized recommendations. Content creators, influencers, experts and affiliates have come to occupy the center of the construction of value perception. It is no longer about who has the largest investment in paid media, but who has greater authenticity and credibility before the public. This shift requires a deep review of the advertising logic, which needs to stop being merely persuasive to become relational, contextual and integrated. In this new context, affiliates not only promote products, but build links and shape decisions that impact both e-commerce and physical retail.

Faced with this scenario, the adoption of an effective omnichannel strategy is no longer a differential and becomes a competitive imperative. Companies that understand the importance of integrating their communication and sales channels using resources such as QR codes that connect physical experiences to digital, sales tracking mechanisms influenced by affiliates, and coordinated campaigns on different platforms are those that can, in fact, keep up with the pace of the contemporary consumer. More than measuring results, these organizations build experience ecosystems that respect the complexity of buying behavior and maximize the potential of each point of contact.

In short, insisting on metrics and strategies of the past means neglecting a structural change in the market. Influence has become fluid, as has the consumer journey. Brands that recognize this reality, invest in genuine relationships with affiliates and develop systems capable of capturing the hybrid impact of the recommendation, position themselves ahead.

Webmotors lança buscador com IA e transforma experiência de busca por veículos no Brasil

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Webmotors lança buscador com IA e transforma experiência de busca por veículos no Brasil

A Webmotors acaba de dar mais um passo em sua estratégia de inovação e transformação digital ao anunciar um novo buscador com inteligência artificial (IA) generativa capaz de entender comandos em linguagem natural e entregar resultados de forma rápida, precisa e contextualizada. A nova ferramenta está sendo implementada de forma gradativa na plataforma e já está disponível para 15% dos usuários. A expectativa é que seja expandida para toda a base de clientes até o início do segundo semestre de 2025. 

Além de oferecer resultados para buscas de forma rápida e precisa, a nova ferramenta também oferece recomendações aos usuários que ainda não têm certeza sobre o modelo do veículo mais adequado para a sua necessidade. Nestes casos, basta o usuário indicar sua necessidade, com comandos do tipo “quero um SUV com teto solar e até 40 mil quilômetros rodados”, ou “carros econômicos com bom espaço para família”, sem a necessidade de preencher os filtros tradicionais. O sistema compreende essa interação do usuário, interpreta sua necessidade e oferece suas recomendações de forma imediata. 

For Daniel Polistchuck, Chief Technology Officer, Webmotors, o futuro da busca automotiva passa pela conversação e pela inteligência contextual. “Estamos falando de um buscador inteligente que realmente atende ao usuário, mesmo que ele próprio não saiba ainda o modelo pelo qual está em busca. Isso muda completamente a experiência dentro da nossa plataforma e reforça a posição da Webmotors como referência em inovação no setor”, explains the executive.

Além de aumentar a agilidade da jornada de pesquisa, a novidade potencializa a performance comercial, uma vez que conecta potenciais compradores com maior assertividade aos anúncios que realmente atendam aos seus critérios. 

IA NA JORNADA AUTOMOTIVA DA WEBMOTORS  

Como parte de sua estratégia de oferecer um ecossistema completo para compra, venda e uso de automóveis e manter sua liderança no mercado brasileiro, a Webmotors vem investindo em inovações que ampliam a competitividade do seu negócio.

Em uma de suas mais recentes iniciativas, a empresa anunciou uma parceria com a Amazon Web Services (AWS), plataforma de computação em nuvem da Amazon, para o desenvolvimento de uma solução baseada em IA que fornece respostas instantâneas e personalizadas aos clientes que entram em contato via WhatsApp com concessionárias e lojas para obter informações sobre veículos. A tecnologia, já integrada a cerca de 1,8 mil pontos de venda no Brasil, tem multiplicado por oito o engajamento nas negociações.

Outro avanço relevante ocorreu em 2023 com o lançamento do Webmotors Serviços, que utiliza a IA para facilitar e agilizar o processo de manutenção dos veículos. O usuário pode, por exemplo, solicitar orçamentos para reparos em danos leves ou médios utilizando apenas uma foto tirada no local da ocorrência. O sistema reconhece o tipo de avaria em até sete segundos e, de forma imediata, fornece uma estimativa de custos e indica a oficina mais próxima.

The transformative role of affiliate marketing in the Brazilian digital landscape

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The transformative role of affiliate marketing in the Brazilian digital landscape

Brazil is among the countries where people spend more time on social networks, registering a daily average of 3 hours and 46 minutes, according to DataReportal 2024. This data, at first glance only a reflection of digital behavior, reveals a deeper reality: an algorithm-driven society, in which consumption, information and personal decisions are strongly influenced by screens.In this context, affiliate marketing emerges as a phenomenon that not only transforms followers into consumers, but also converts content creators into digital entrepreneurs, setting up a model in frank expansion in the country.

According to a survey by Opinion Box, 77% of Brazilians have already purchased products indicated by influencers, which demonstrates the strength of this logic of consumption based on trust and identification. However, despite this favorable scenario, many brands remain reluctant or underestimate the potential of this channel, which shows a limited view on the silent revolution that redesigns the dynamics of sales and relationship in the digital environment.

The growth of affiliate marketing in Brazil is visible and growing, with an increasing number of creators and ordinary users monetizing their networks through links and indications. However, such expansion transcends a mere quantitative phenomenon and requires a critical look at the maturity of the market and the structure that sustains this activity. It is imperative to understand that the professionalization and organization of this segment do not occur spontaneously, nor can they be driven only by the enthusiasm or creativity isolated from the participants. The absence of accessible and integrated tools for tracking, performance analysis and careful choice of products limits the potential of many affiliates, relegating them to a peripheral and disarticulated role.

In addition, the persistent perception that digital marketing is the exclusive territory of technically trained specialists removes talents and reduces the diversity of voices that could enrich the ecosystem. This reality demands a systematic effort to democratize access to information, technological resources and training, an indispensable condition for affiliate marketing to cease to be a promise and consolidate itself as a stable and legitimate source of income generation.

Thus, the recognition of affiliate marketing as a legitimate sales channel and stable source of income is fundamental to building a fairer, innovative and aligned ecosystem to the Brazilian digital reality. Companies that recognize this transformation and invest in structuring this model, promoting access and training, position themselves ahead in an increasingly competitive and dynamic market. More than following the changes, such organizations have the potential to lead the movement that redefines the relationships between brands, consumers and influencers, establishing a new paradigm in digital commerce.

Quick Commerce: how logistics runs against the clock to serve the new consumer

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Quick Commerce: how logistics runs against the clock to serve the new consumer

The demand for ultra fast deliveries is no longer a competitive advantage and has become an expectation of consumers. The so-called Quick Commerce, or fast trade, has transformed the retail sector by imposing a new standard of agility. Today, it is not enough to offer a good product with attractive price, it is essential that it arrives in a few hours, preferably on the same day of purchase. But behind the convenience that delights the customer, there is a complex logistics operation that challenges companies and carriers.

“The expectation for speed is increasing. Same Day Delivery (same day delivery & IT REQUIRES more than agility: it is an equation between technology, planning and operational efficiency”, says Alvaro Loyola, country manager at Drivin Brasil, scale-up that optimizes fleet logistics processes and is a market leader.

According to a survey by Capterra, 95% of consumers would like to receive their orders faster, and 69% state that when buying food and beverages, they expect to receive them within an hour. “This data reflects a behavior that already extrapolates the food sector and influences the entire retail. People are willing to pay more for convenience”, Loyola adds.

Despite the growing demand, the obstacles are many, especially in a country with continental dimensions such as Brazil. Challenges such as demand forecasting, inventory management and logistics routes in cities with heavy traffic and poor infrastructure can compromise the efficiency of same-day delivery.In addition, many companies, especially smaller ones, run into a lack of resources to implement agile and automated processes.

“Managing this type of delivery without technology is practically unfeasible. A Transportation Management System (TMS), for example, allows you to route deliveries intelligently, track in real time the movement of cargo and integrate all stages of the logistics process”, explains Loyola. According to him, this type of tool is critical for companies to be able to maintain the quality of service without compromising their operating costs.

The integration between inventory, transportation and communication with the customer is another key point.“The consumer wants to know where the order is, how long it is left for delivery and, especially, wants this estimate to be met. For this, the management needs to be very precise, from the click on the purchase to the moment the bell rings”, says the executive.

To deepen the debate on Quick Commerce challenges, Drivin will host a free webinar on June 25 at 11am, broadcast by LinkedIn. Experts from the company will share insights on how technology can help retailers adapt to this new reality  link .

Pix Automatic is expected to benefit 60 million Brazilians who do not have a credit card

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Pix Automatic is expected to benefit 60 million Brazilians who do not have a credit card

Pix Automatic is about to redefine the payments landscape in Brazil, impacting millions of Brazilians and companies. On the air since June 16, this new functionality of the instant payment system of the Central Bank (Bacen) arrives to simplify the lives of consumers and recurring service providers, promising more convenience and efficiency. 

Context and trend: the evolution of digital payments in Brazil

Since its implementation in November 2020, Pix has consolidated itself as the main means of payment in Brazil. Its agility, security and ease of use have boosted the digitization of financial transactions at an unprecedented pace, surpassing cash and TED as essential tools for millions of Brazilians. This massive membership demonstrates not only the public's receptivity to innovations in the sector, but also paves the way for the acceptance of the Automatic Pix as an efficient and widely adopted solution for recurring consumption.

Pix Automatic will enable automated bill payment such as power, phone, schools, gyms, condos, subscriptions and insurance. This functionality represents a significant advance in the digital payment journey, paving the way for a new era of convenience and automation.

The pilot project, which began in April, is being developed collaboratively between the Central Bank, financial institutions and payment initiators.The tests have been successfully validating both technical integration and consent flows, setting the stage for its official launch in June. 

After Pix via Payment Initiation, Pix Automatic reinforces the convergence between the instant payment system and the Open Finance ecosystem, taking interoperability and financial automation to a new level, with direct impacts for companies and consumers.

In practice, it works like a modern automatic debit: with a single authorization, the user allows payments of variable amounts to be made on a recurring basis, such as in subscriptions or monthly payments. The difference is in the flexibility and portability provided by the Pix infrastructure.

Financial inclusion as a central vector: opportunity for millions of Brazilians

Please provide the text you would like translated.One of the most relevant impacts of the Automatic Pix lies in its potential for financial inclusion. As highlighted by Gabriel Gallipolo, director of Monetary Policy at the Central Bank, approximately 60 million Brazilians do not have a credit card.This significant portion of the population faces barriers to access a number of services that require recurring payments, such as streaming platforms, gyms and tuition.

The Automatic Pix emerges as a direct response to this gap, allowing millions of users to have access to services previously restricted to the universe of credit. By democratizing consumption and boosting the economy, the new functionality opens a new horizon for the population unbanked or without access to cards.

For subscription companies, digital platforms and recurring service providers, this is a unique opportunity for expansion.With an expanded base of potential consumers, these companies can grow sustainably, promoting social inclusion and strengthening their position in the market.

Practical applications and changes in consumption: a new experience for customers and companies

Pix Automatic opens up a range of possibilities for various sectors, transforming the way Brazilians consume services. Areas such as education (school fees and courses), health (plans and gyms), mobility (transport and rental vehicle applications), entertainment (streaming and subscription clubs) and fintechs (payment of invoices and financial services) will be directly impacted.

SaaS Companies (Software as a Service), gyms, subscription clubs, marketplaces offering recurring services and other recurrence-based businesses will dramatically simplify their billing processes.By offering a practical, secure, and widely accepted payment option to their customers, these companies reduce operational complexity and increase revenue predictability and optimize cash flow management.

Pioneering and expertise in the Automatic Pix

Muevy is at the forefront of the adoption of Pix Automatic, offering a robust, ready-made solution for companies looking to implement this new functionality.

“We are talking about a technical breakthrough with immense social potential. With the Automatic Pix, a layer of the population before invisible to credit can finally access services that require recurring payment.For companies, it is a chance to expand the market efficiently and safely.”, says Jose de Carvalho Junior, CEO of Muevy

Muevy's Automatic Pix API is already approved and ready for implementation, positioning the company as an essential enabler for businesses that want to get ahead and capitalize on the benefits of this new payment modality.Muevy's technical expertise ensures efficient and secure integration, allowing companies to make the most of the potential of Automatic Pix.

Market data: the potential impact on recurrence growth

The Central Bank of Brazil has great expectations for the adhesion to the Automatic Pix. The municipality predicts that the new functionality will contribute significantly to the reduction of default and to the improvement of the predictability of the cash flow of companies, crucial factors for the financial health of any business. The expectation is that the Automatic Pix will bring a new wave of growth in Pix transactions and be adopted on a large scale, mainly because of its remarkable potential for including millions of new consumers to the recurring services market.

Recent data from relevant sources in the alternative payments market reinforce the global trend of growth of digital payment methods and the importance of innovative solutions such as Pix Automatic to boost recurring consumption in the country.The potential impact on the growth of companies based on subscription and recurrence models is substantial, opening new avenues of revenue and strengthening the entire digital payments ecosystem in Brazil.

Retail Group bets on Retail Media with launch of Ads platform

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Retail Group bets on Retail Media with launch of Ads platform

The CVLB Group, which includes the retail chains CASA&VIDEO and Le biscuit, announced the launch of the business, CVLB Ads, a media platform aimed at connecting advertisers and consumers directly in the group's sales channels. From the Retail Media model, the initiative marks a new era for networks, which begin to offer more immersive and personalized experiences to their customers.

With more than 5 million monthly visitors to its digital channels and a base of more than 1 million customers in participating stores per month, CVLB Ads promises to increase the efficiency of commercial partners. “Com CVLB Ads, we take an important step in the evolution of our business model, combining technology and data to offer more personalized experiences to our customers.In addition, we have created a relevant opportunity for brands to connect with the consumer at the decisive moment of the buying journey “, highlights Moacir Gomes, Director of Marketing and Ecommerce at the CVLB Group.

For the consumer, CVLB Ads will provide a differentiated experience, with campaigns strategically developed to impact both the digital environment and physical stores. The platform delivers highly relevant content, aligned with individual preferences, facilitating choices and making the purchase journey more practical, personalized and engaging.

Retail Media: a market on the rise

Retail Media is one of the big bets in the market. According to a study by Boston Consulting Group (BCG) in partnership with Google, retail media should generate about US$75 billion in profit by 2026, with an annual growth of 22% in advertiser spending.In Brazil, Newtail's Retail Media Insights survey revealed that 79% of industries already work with this model due to its end-to-end measurement capability.

Integrated strategies on and off

CVLB Ads will be structured in two pillars: the onsite, with performance media within the website and app of the two brands (CASA&VIDEO and Le biscuit), and the In-store, with a circuit of more than 100 screens. The pilot project was implemented in selected stores of the two flags in different regions of Brazil.

In the digital environment, there will be three main formats to enhance the results: search, banners with static content and videos. These ads are strategically positioned on the home, search pages, categories and login area, ensuring high visibility and impact. Already in physical stores, consumers will be impacted through internal screens, showcases and by the innovative Store-In-Store spaces, an exclusive format introduced by CVLB in Brazil.

With CVLB Ads, brands have the opportunity to work in an integrated and strategic way, connecting the online and physical worlds and bringing to the Brazilian market the true experience of omnichannel retail media. Custom ads, displayed in different formats and moments, bring qualified content to facilitate decision making, creating a more efficient and impactful buying journey.

Partnership with MindgruveMakarta

To consolidate the project, the CVLB Group has the expertise of MindgruveMacarta, a global reference in retail media.The American agency, which has offices in Brazil, Mexico, Spain and England, operates comprehensively in the US, LATAM and Europe markets.This partnership brings CVLB Ads a combination of technology, data and market intelligence.

MindgruveMacarta plays a key role in structuring the project and will continue to side with CVLB Ads as a strategic consultant in retail media.The partnership ensures that CVLB Ads is always ahead, aligned with the highest global standards in the market and bringing continuous innovation to its operations.

“We are very excited about the launch of CVLB Ads. The CASA&VIDEO and Le biscuit networks are a powerhouse for brands that want to position themselves strategically in physical stores and online channels of stores. The Retail Media In-Store movement is the future for the consolidation of a 360 strategy integrated within the” retail, says Ana Amorim, VP of International Business at MindgruveMacarta

Redes sociais crescem como mecanismo de busca por produtos na América Latina

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Redes sociais crescem como mecanismo de busca por produtos na América Latina

O relatório da Latam Intersect PR, intitulado “2025: O Futuro do Consumo de Mídias Sociais na América Latina”, aponta que a linha entre experiência e consumo está cada vez mais tênue. Facebook, YouTube, Instagram e TikTok são citados pelos entrevistados como mecanismos de busca alternativos populares ao Google.

A pesquisa descobriu que 31% dos entrevistados usam o Facebook para pesquisar produtos antes de comprá-los, 28,7% usam o YouTube, e 23,4% usam o Instagram. Além disso, quase um terço (31,5%) dos entrevistados afirmam descobrir novos produtos por meio de plataformas de vídeo, como o YouTube (16,3%) e o TikTok (15,2%).

Quando perguntados se já usaram redes sociais como mecanismos de busca alternativos ao Google, 30,4% dos entrevistados disseram ter usado o Facebook, 28,5% o YouTube, 22% o Instagram e 11,3% o TikTok. Foram entrevistados 1.800 consumidores em seis das principais economias da região: Argentina, Brasil, Chile, Colômbia, México e Peru.

“Estamos testemunhando uma revolução no e-commerce, onde as fronteiras entre entretenimento, socialização e compras estão se dissolvendo rapidamente. As redes sociais evoluíram de simples canais de exposição de marca para se tornarem ecossistemas completos de compra, exigindo que empresas que almejam sucesso em vendas estejam cada vez mais integradas digitalmente”, afirma o cofundador da Boomer, empresa mineira especializada em soluções inteligentes em marketing digital com foco em performance, Pedro Paulo Alves.  

Transformação no comportamento do consumidor

O relatório mostra que as redes sociais atingiram novos níveis de penetração tanto em termos do número de latino-americanos online quanto do tempo que passam conectados. 

Além disso, muitos dos aplicativos e plataformas mais populares da região — como Mercado Livre, WhatsApp, Pinterest e TikTok — estão integrando, cada vez mais, recursos de rede social, comércio eletrônico e pagamentos em uma única interface, oferecendo conveniência incomparável e novas oportunidades para as marcas se conectarem com os usuários de forma mais integrada. 

Segundo Eduardo Augusto, CEO da IDK, consultoria especializada em marketing, comunicação e tecnologia, esses dados refletem uma mudança significativa no modo como as pessoas — especialmente as gerações mais jovens — consomem conteúdo e fazem escolhas de compra. “Por trás desses números, existe uma transformação profunda no comportamento do consumidor, especialmente da Geração Z, que sozinha deve movimentar cerca de US$167 bilhões em gastos com beleza, por exemplo, até o final de 2025”, destaca.

O poder do conteúdo gerado por usuários

O estudo aponta que anúncios que utilizam UGC alcançam uma taxa de cliques (CTR) 4 vezes maior e um custo por clique 50% menor do que a média. Ou seja: à medida que as mídias sociais se misturam cada vez mais com outras formas de consumo, caminhos tradicionais como SEO, Google e sites institucionais, sozinhos, se tornam menos eficazes para alcançar os consumidores.

“O consumidor contemporâneo não se contenta apenas em ver um produto; ele quer compreender como aquele item se integra ao seu estilo de vida. O conteúdo gerado por usuários e influenciadores proporciona uma perspectiva autêntica que os anúncios tradicionais simplesmente não conseguem oferecer”, explica o especialista. 

Para Eduardo Augusto, o papel dos influenciadores neste cenário está se tornando cada vez mais relevante. “Marcas lideradas por influenciadores estão crescendo a uma taxa de 32,8% ao ano, comparado a apenas 5,9% do mercado tradicional. Esta disparidade demonstra o poder da conexão autêntica que os criadores de conteúdo estabelecem com suas audiências”, declara. 

‘Flywheel’ substitui o funil tradicional 

O relatório destaca ainda como o novo modelo de “flywheel” (ciclo contínuo) do TikTok está redefinindo a jornada do consumidor e o engajamento com marcas. O funil tradicional está evoluindo para um ‘flywheel’, no qual descoberta, engajamento e compra se fundem de maneira fluida, mostrando que as marcas não podem mais depender apenas da busca tradicional — elas precisam estar inseridas em espaços interativos, transformando a curiosidade em ação, tornando-se parte essencial das jornadas digitais dos consumidores.

“As redes sociais deixaram de ser apenas canais de divulgação para se tornarem verdadeiros marketplaces. O consumidor atual espera descobrir, avaliar e comprar produtos sem sair da plataforma”, afirma Pedro Paulo.

Instagram e YouTube lideram no Brasil

O recorte específico sobre o Brasil dentro do estudo mostra que, em nosso país, 47,8% dos entrevistados escolhem o Instagram como sua plataforma de mídia social preferida, a maior porcentagem entre os países pesquisados. 36,2% dos brasileiros afirmam utilizar o YouTube como um mecanismo de busca alternativo ao Google.

Além disso, 65,1% dos consumidores brasileiros afirmam comprar mais online do que pessoalmente, a maior porcentagem entre os países pesquisados e muito acima da média regional de 40,5%.  

Este comportamento do consumidor brasileiro também se reflete no mercado de beleza, um exemplo significativo dessa transformação. Eduardo Augusto destaca que “o Brasil representou um estudo de caso particularmente interessante, com seu mercado de beleza de R$140 bilhões crescendo a 8,7% ao ano, evidenciando o potencial do país para estratégias de social commerce”.

Segundo o cofundador da Boomer, o mercado brasileiro tem características singulares que o tornam extremamente receptivo ao social commerce. “Temos uma população jovem, altamente conectada, que passa em média 4,8 horas diárias nas redes sociais e valoriza a opinião de sua comunidade online antes de tomar decisões de compra. As empresas que conseguirem criar experiências de compra integradas a esse contexto social terão uma vantagem competitiva expressiva”, destaca Pedro Paulo.

Estratégias para empresas no novo cenário digital

Para aproveitar o pleno potencial do social commerce, as empresas precisam ir além da simples presença nas redes sociais. À medida que as plataformas de mídia social se tornam motores de busca alternativos, rotas tradicionais como a pesquisa no Google e sites corporativos tornam-se menos eficazes para alcançar os consumidores. As marcas precisam estabelecer presença em várias plataformas e utilizar conteúdos específicos para cada uma, engajando os clientes onde eles estão mais ativos. 

Um fenômeno interessante observado por Eduardo Augusto é que “o sucesso dessas marcas apresenta quase zero correlação com métricas convencionais, como número de seguidores do influenciador, volume de investimento inicial ou qualidade intrínseca do produto.” Este insight sugere que as empresas precisam repensar seus indicadores de desempenho e focar mais na qualidade das interações do que no alcance bruto.

“O social commerce não é apenas um novo canal de vendas, é uma completa reimaginação da experiência de compra. As empresas precisam investir em tecnologias que eliminem atritos entre a descoberta e a finalização da compra. Cada segundo adicional no processo representa uma oportunidade para o consumidor desistir”, completa Pedro. 

As marcas que conseguirem unificar dados de comportamento nas redes sociais com seus sistemas de CRM terão uma visão mais holística da jornada do cliente, permitindo criar experiências verdadeiramente personalizadas. “Este é o momento ideal para as empresas repensarem toda sua infraestrutura digital para suportar esta nova realidade onde social, entretenimento e comércio se fundem em uma experiência contínua e integrada”, finaliza o co-fundador da Boomer. 

Baixas temperaturas movimentam e-commerce em junho

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Baixas temperaturas movimentam e-commerce em junho

As temperaturas mais baixas do que a média neste mês de junho impulsionaram as vendas de produtos para enfrentar a onda de frio em junho. De acordo com levantamento realizado pela Nuvemshop, plataforma de e-commerce líder na América Latina, de 1º a 12 de junho de 2025, as PMEs online comercializaram 90 mil produtos relacionados ao frio, o que gerou um faturamento de R$ 11,4 milhões, 45% a mais que o registrado no mesmo período do ano anterior.

Entre os itens vendidos estão jaquetas, moletons, casacos, gorros e botas. Apenas com as botas, por exemplo, os lojistas tiveram um crescimento de faturamento de 93%, saindo de R$ 1,2 milhão em 2024 para 2,3 milhões em 2025, com mais de 7 mil itens comercializados neste ano.

“Temos observado que as mudanças bruscas de temperatura também impactam diretamente o comportamento de compra online, com aumento na procura por itens que tragam mais conforto durante esses períodos. No mesmo período de 2024 tivemos uma onda de calor fora de época, que também impactou o comércio. Os picos de temperatura despertam oportunidades de venda para lojistas que acompanham de perto as mudanças climáticas e se preparam para responder rapidamente às novas demandas do consumidor”, afirma Raissa Lisboa, gerente de experiência do cliente na Nuvemshop.

Para a análise foram consideradas as vendas realizadas de 1º a 12 de junho de 2024 e 2025 pela base de lojistas brasileiros da Nuvemshop.

Com investimento de R$ 1 milhão, Maker Market é lançado para reindustrializar o mercado brasileiro de impressão 3D

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Com investimento de R$ 1 milhão, Maker Market é lançado para reindustrializar o mercado brasileiro de impressão 3D

O empreendedor serial Éder Medeiros, conhecido no mercado por ter fundado o Melhor Envio, startup adquirida pela Locaweb por R$ 83 milhões em 2020, acaba de destinar R$ 1 milhão de investimento próprio para lançar o Maker Market, uma plataforma que visa fortalecer a produção nacional, reduzir a dependência de importações e incentivar a indústria brasileira por meio da tecnologia de impressão 3D descentralizada.

O projeto propõe uma nova infraestrutura de manufatura digital, conectada, sob demanda e acessível a qualquer região do Brasil. A proposta do Maker Market é conectar três perfis: designers de modelos 3D, donos de impressoras 3D (makers) e lojistas de e-commerce.

“Nossa plataforma nasceu com a percepção de que existem muitas impressoras 3D paradas, com uma capacidade produtiva ociosa e que poderiam ser úteis para alguém, produzindo itens focados no e-commerce. Aumentar a utilização desses equipamentos significa evitar que se tenha tanta importação em nosso mercado. Além disso, temos como proposta diminuir o preço cobrado pelos itens fabricados, fazendo com que o valor final seja proporcional à quantidade de tempo que se leva e do material gasto para a sua produção”, comenta Éder Medeiros, CEO e fundador do Maker Market.

Com sede no Pelotas Parque Tecnológico (PPT), o Maker Market nasceu com o propósito de contribuir para a reindustrialização do país, tornando-se a infraestrutura da produção sob demanda para a próxima geração de makers, designers e lojistas.

How it works in practice

O Maker Market permite que qualquer loja virtual venda produtos físicos sem precisar de estoque, utilizando uma rede de produção local e automatizada. Ao ocorrer uma venda, o sistema aciona o maker mais próximo para imprimir e entregar o produto sob demanda.

A ideia por trás da rede de colaboração é que o lojista pegue fotos dos produtos impressos, dentro de um catálogo próprio com cerca de 10 mil itens, suas descrições e coloque em sua loja virtual. “Se o vendedor tem um negócio de decoração, por exemplo, vai escolher itens de decoração do nosso catálogo, inserir em seu e-commerce e escolher o preço com a margem que ele quiser. E conforme cada venda for feita, ele pode abrir uma solicitação de impressão dentro de nossa plataforma. Assim, esse pedido de impressão vai ser direcionado para os makers mais indicados para o comprador”, explica Medeiros.

“O primeiro maker que aceitar esse pedido vai imprimir o respectivo produto, colocar numa embalagem, colar uma etiqueta de frete dos nossos parceiros do Melhor Envio e postar para entregar ao comprador final”, complementa o CEO do Maker Market.

A empresa também atuará em frentes de sustentabilidade, desenvolvendo processos para reaproveitamento dos resíduos gerados na própria cadeia de impressão 3D — como suportes e falhas de produção — promovendo eficiência e alinhamento com princípios da economia circular.

Além da plataforma, a startup irá construir uma planta de pesquisa e desenvolvimento com 500 m², onde mais de 50 colaboradores — sendo ao menos 30 pesquisadores — irão liderar projetos em materiais, hardware e processos de impressão 3D avançada. Um dos focos é o desenvolvimento de resinas coloridas de alta fidelidade, atualmente inexistentes no Brasil, com potencial de substituir insumos importados e viabilizar uma produção local com acabamento industrial.

Atuação no agronegócio e setores industriais

Outro eixo estratégico da empresa será o desenvolvimento de tecnologias de impressão metálica acessível, voltadas à produção de peças técnicas sob demanda. A proposta inclui aplicações no agronegócio — como peças de reposição para tratores e máquinas —, mas também atende setores industriais que enfrentam prazos longos, obsolescência de componentes ou necessidade de personalização.

Com essa tecnologia, será possível fabricar sob medida, de forma nacional, itens que hoje dependem de importação ou grandes volumes mínimos. A planta será a primeira do tipo no Brasil dedicada à manufatura aditiva metálica voltada ao cliente final (B2C).

“Queremos conectar makers espalhados em todo o país, pessoas com impressora 3D, e no futuro, a ideia é que tenhamos pelo menos um usuário em cada cidade do país podendo imprimir. Todos conectados em nosso site que também vai contar com uma rede de designers que vão fazer a modelagem 3D dos produtos, além de uma rede de lojistas. É dessa forma que o futuro será impresso”, finaliza Medeiros.

A startup já conta com apoio institucional da UFPEL, através da incubadora Conectar, da Superintendência de Inovação e Desenvolvimento Interinstitucional – INOVA, do Tecnosul Parque Científico e Tecnológico, e de outros agentes do ecossistema de inovação local. Também mantém diálogo com entidades industriais e financeiras para viabilizar sua planta e expansão nacional, além de buscar articulações junto a iniciativas públicas de fomento para acelerar seu desenvolvimento tecnológico e ampliar seu impacto.

Success of automatic Pix depends on membership of ITPs and non-banking companies, Sensedia warns

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Success of automatic Pix depends on membership of ITPs and non-banking companies, Sensedia warns

Today, June 16, the automatic Pix comes into force in Brazil, another mode of the payment method journey that promises to expand access to services, reduce operating costs for companies and consumers and generate greater user engagement due to the simplicity of the system in registering.

According to Sensedia & Trust Consultant of the initial structure of Open Finance with the Central Bank of Brazil and one of the participants of the pilot project for the implementation of the automatic Pix, in tests since April of this year -, unlike the traditional automatic debit, which depends on contracts between concessionaires and specific banks, the new solution allows any company with CNPJ registered in Open Finance as payment initiator to offer this functionality.

With this, streaming companies, e-commerce, marketplaces, education and digital services, such as Netflix, Amazon Prime, Disney+, Uber, Shopee, Shein, TikTok, Monday.com, Spotify, among others, will be able to join the novelty 'either directly as participants of Open Finance or via hiring ITPs (Payment Transaction Initiators) enabled.

“Call to note, however, that on June 16th the automatic Pix membership begins to be valid only for financial institutions required by the regulation of the Central Bank of Brazil, which already participate in Open Finance. In the case of the other fundamental link for this system to work, which are service companies and payment initiators, membership remains optional, but essential to enable the experience of use in the” services, explains Rafael Isquierdo, an Open Finance specialist and Group Product Manager at Sensedia.

Since all the cog in this process is done via APIs (application programming interfaces, in literal translation), service companies that do not participate in Open Finance can use APIs from participating institutions to offer the automatic Pix.

“With the automatic Pix the user does not have to go personally to the bank to register their debit account or wait for the bank to have an agreement with registered companies. Consent to the recurring payment is made directly on the website or application of the service provider, during the purchase process. After authorizing the transaction in the banking application, the payment is carried out periodically in an automatic manner”, reinforces Gabriela Santana, Product Manager at Sensedia.

Still according to the experts of Sensedia, in addition to the improvement in the user journey, another great differential of the automatic Pix is the financial inclusion. This is because those who do not have a credit card, for example, can install or schedule monthly payments through the automatic Pix. 

“Ao eliminate fees for machines, flags and issuing banks, common in the case of credit cards, and the costs for issuing a ticket which today is, on average, R$ 0.68, added to operating costs , the automatic Pix also helps to maximize profit margins, which can result in more competitive prices for the consumer. In addition, as until then it was only possible to register automatic debit in the largest banking institutions, with the automatic Pix, small and digital banks can also participate in this ecosystem, expanding the charter of services and products, increasing competition and improving the quality of offers and deliveries made to the population, Gabri emphasizes the.

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