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 from the start. Far from being a setback, this decision is based on the changing lifestyles 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 higher than in 2022. Furthermore, 47% already use management software and applications, a 20 percentage point jump since 2018. These figures reveal that digitalization has moved 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 teaching, founded in 2022. Completely digital and featuring live classes, the company was created with the goal 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 offers the prospect of fluency within three years.

Lower costs, more time

The online format proved not only viable but also scalable: in 2024, Spaceclass became a franchise, now boasting 37 units and projecting to close 2025 with 100 franchisees inside and outside Brazil. 

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

Businesses born in the digital space achieve greater time optimization and agility in adapting to new tools, as well as reducing fixed costs like space rental. This also increases the potential for brand expansion, like Spaceclass, which has franchisees in seven Brazilian states, plus the United States and Finland.

"Remote learning has become established because it aligns with people's routines, who already consume information and work connected. The flexibility of scheduling and the ability to learn from anywhere greatly increases student engagement. When it comes to learning a new language, for example, online learning allows for the creation of customized classes, bringing together similar profiles and accelerating progress," said the CEO.