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Mastercard launches in Brazil new version of consumer spending indicator in retail

Mastercard is launching a new version of the SpendingPulse for Brazil. SpendingPulse is a platform that provides estimates and insights into retail sales activities at the national, regional and local level. Using aggregated and anonymous data from Mastercard and models representing all payment types, the platform helps companies improve performance based on macroeconomic indicators.For the relaunch in Brazil, there will be breakdowns by regions and more than 50 mesoregions in the Southern and Southeastern states.

Available to customers in 19 countries worldwide, the platform provides daily information on consumer spending across various retail and service segments such as supermarkets, electronics, apparel, restaurants and lodging. On average, SpendingPulse captured 1.2 billion transactions per month and represented 3.4 trillion reais in retail sales in 2024. Customers purchasing SpendingPulse can view an interactive platform with key indicators and a detailed monthly report. Unique information on consumer spending and the experience of leading economists provides a comprehensive view of consumer trends, assisting in strategic business decisions, policy makers and analysts.

According to Gustavo Arruda, Chief Economist for Latin America and the Caribbean (LAC) at the Mastercard Economics Institute (MEI), the platform uses advanced models that anonymously consider online and in-store retail activities. “O SpendingPulse offers customers a better understanding of Brazilian consumers' purchasing habits on essential and non-essential spending, allowing customers to align their operational strategies with the changes identified”, he comments.

Retail sales in April 2025 

According to Mastercard SpendingPulse, total retail sales in Brazil increased 10.9% in April compared to the same period last year.The best performing sectors in the month included lodging (21.4%), supermarkets (17.2%) and appliances (16.7%), all of which had double-digit growth over the previous year.The Easter holiday partly explains the strong annual performance.

As explained by Gustavo, the strong performance of the state of Santa Catarina (21.1%), followed by the state of Rio Grande do Sul (17.9%), helps explain part of the overall performance.In the sectoral division, the food sector presented a significant result across the board.


In the case of food, the results show regional differences. While the states of Santa Catarina (26.6%), Espirito Santo (23.0%) and Rio Grande do Sul (19.7%) led the result, Brasilia (13.3%), Pernambuco (13.0%) and Maranhao (13.0%) counterbalanced the performance.

Gustavo also mentioned that the results reflect different dynamics in prices. According to IBGE, general retail inflation is around 6.2%, with supermarket prices at 6.5% in annual terms.

Valentine's Day moves web and live shop promises to bomb the date

The fourth largest sales date of the trade since it was created in 1948 in Brazil, Valentine's Day promises to move more than passionate hearts, but also social networks for those seeking the perfect gift for the pair.

According to Thiago Andrade, Social Media Manager of KAKOI Communication, the opportunity will have in 2025 a new element:

“Lives are very present on black friday and now, with the arrival of the TikTok Shop in Brazil, the numbers will be huge. With exclusive discounts for the launch with the sale of electronic products, for example, the tool promises to be a good sales channel in the week of Valentine's Day”.

Among the main tips for brands and stores to better enjoy the event, according to the Manager are the intense use of social networks such as Instagram and Facebook for direct sales (the one that the merchant himself delivers the product) in addition to traditional discount coupons and the use of local influencers can bring the sales that the merchant is looking for:

“A strategy for those who want to sell on the date can not be restricted to a single channel but approach fronts according to the target audience. Regarding the lives, make different products per live, one or more lives per day until Valentine's day and even the popular unboxing draws attention and can ensure beyond the audience the sale of” concludes Andrade.

TikTok Shop, TikTok's e-commerce platform, was launched in Brazil in May 2025, with the expectation of moving R$ 39 billion by 2028. The platform wants to facilitate online shopping for Brazilians, offering an integrated shopping experience within the application. Brazil is the third largest market of TikTok globally, with more than 111 million users.

AI is changing the way SEO strategies are developed

The integration of Artificial Intelligence (AI) into search engines is redefining the game rules for SEO professionals, who are now facing the use of more sophisticated algorithms capable of interpreting context and intent, rather than just matching exact keywords. 

Considered the largest search engine in the world, responsible for over 90% of searches in Brazil according to market data, Google has been utilizing this technology through systems like RankBrain and BERT. The former functions as a machine learning system that ranks results by understanding the "real" meaning of queries. The latter uses natural language processing to capture context and relationships between words.

In practice, whereas a website previously needed to use the exact phrase "easy vegan recipes" to appear in search results for those terms, Google now recognizes that "simple vegetarian dishes for beginners" may be a relevant result for the searcher. 

Search engines have begun analyzing the context and intent behind searches, allowing pages with related terms to rank for specific queries. When a user searches for "best travel destination in December," the AI considers not just the words but interprets the interest in climate, cost, and activities.

This shift requires professionals to create more natural and informative content, moving away from practices of forced keyword insertion, as explained by the CEO of  the SEO-specialized agency Experta, Flávia Crizanto. She emphasizes that in an AI-driven search model, it is necessary to "answer users' questions and use clear structures with subheadings and organized lists."

Data reveals that 15% of daily searches are entirely new, according to a survey by Orgânica Digital, while the total volume grows 10% annually, directly impacting how professionals structure digital campaigns in a scenario where 42% of marketing leaders already use AI in content creation, according to Statista.

Predictive analysis anticipates content trends

AI's predictive capability allows companies to anticipate what the public is searching for by analyzing large volumes of data in real time. Before Black Friday, for example, there is an increase in searches for "best Black Friday deals," and websites that anticipate this demand tend to achieve better positioning. 

For this purpose, tools like Google Trends are used to identify growing topics, while Google Search Console reports help understand what questions users are asking. 

Brazil has been prominent in this new landscape: domestic companies are among the first in Latin America to use data and analytics solutions with AI, with 63% already investing in these technologies to accelerate digital maturity, according to HubSpot data. 

The trend reflects a market in which even a traditional link-building agency needs to rethink its approaches in light of new relevance metrics. "It is a process of change that has required extensive study by professionals in the field to understand how to adapt to new demands," analyzes Flávia.

Financial impact justifies strategic adaptation

Gartner estimates that up to 50% of organic search engine traffic visits may decline by 2028 due to AI. This projection represents a challenge for SEO professionals, reinforcing the urgency of adapting to new digital dynamics.

Tools like ChatGPT, Jasper AI, and Copy.ai can already create automated content through advanced language models, but the practice requires caution. During the SEO Em Foco event, the CEO of Niara.ai, Lisane Andrade, emphasized that "AI should be seen as an assistant, not a writer," warning that no one should simply copy and paste AI-generated content.

Other search modalities

Voice search is transforming how users interact with search engines. While a traditional search might be "reliable auto mechanic São Paulo," the voice version becomes "what good auto repair shop is nearby?" The rise of assistants like Siri, Alexa, and Google Assistant requires content to be optimized for conversational language and full questions.

Despite ChatGPT's growth, data from SEO.com shows that the tool holds only 4.33% of the market share in traditional searches. A Semrush survey indicates that 70% of queries on ChatGPT are unique to the platform, representing specific prompts rather than conventional Google searches.

Google's dominance remains solid, with the company continuing to invest in AI integration through features like AI Overviews, which generate approximately the same advertising revenue as their traditional counterparts.

Why is understanding the consumer profile so important?

It is no secret that markets are increasingly competitive and dynamic. This means that for a business, in any area, to achieve success, you need to understand in a deep and complete way your target audience. That is, knowing the consumer profile is a vital need for companies that seek to be relevant and, at the same time, grow in a healthy way, retaining the customer.

Knowing what the customer is looking for, what he needs, what he expects from a particular product or service, how he takes advantage of experiences and how his needs are met is no longer a differential. Knowing the consumer profile covers not only his behavior. It includes demographic data, consumption habits and even the emotional to offer tailored solutions. After all, we live in the era of personalization. Every time a company can increase customer satisfaction, strengthens the link between the brand and the consumer, generates loyalty and, consequently, the desired recommendation.

That said, it is possible to understand that managers and companies that can identify behavior patterns and anticipate desires, raise the company to a different level. Innovation becomes a fundamental pillar for the conduct of the business, which anticipates trends and then can reach the position of leader in its sector.

Knowing the consumer profile is crucial for the conduct of various decisions. This information will provide the basis, for example, for making more assertive decisions, for conducting investments in marketing, product development, customer service, choice of the most appropriate distribution channels, among other points. By avoiding assumptions and basing decisions on concrete information, there is a significant reduction in risks and improved return on investments.

When we know the consumer profile well, adapting communication strategies, products and services for different audiences becomes a possible and more assertive task. After all, there is a clearer positioning of the brand and, yes, creates a competitive differential compared to competitors that adopt generic approaches.

In addition, companies that know and communicate with their consumers are also more prepared to deal with crises. Knowing the values, expectations and limits of the target audience allows you to react empathically and appropriately at delicate times.This, not to mention the fact that constant monitoring of consumer behavior can signal important changes in the market. Such a move allows the company to adapt before the impact is negative.

Thus, I assess that ignoring the consumer profile is a strategic error that can cost money. Access to information has made customers more demanding. Therefore, understanding with whom we are speaking’ allows the delivery of real values, the establishment of a connection and the creation of a virtuous cycle of growth. Evaluate what level of knowledge you have about your customers and, if necessary, seek deepening. You will see the results!

Storytelling: how to master an ancient art to engage the audience in the digital world?

Storytelling is as old as fire and as essential as laughter and crying. Since cave times, when ancestors shared stories around a campfire, to this day, in which screens replaced flames, the storytelling it is what connects human beings. 

But why is this ancestral skill so powerful in marketing and communication? Because individuals are not just rational beings; they are emotional beings who rationalize later. 

Every good story begins with a goal

Why is this story being told? What is the desired impact? It is not enough to create a narrative full of metaphors if it does not have a solid purpose and aligned with the values of the audience. As Aristotle said, “the man is a being moved by objectives”. Thus, in marketing, the story needs to transcend the product and reflect something greater (a value, a dream or an ideal. 

If the goal is for a brand to resonate, you need to build stories that inspire people to not connect with things; to connect with meanings storytelling, in this context, it becomes a tool to make the message memorable and able to engage emotionally.

The customer is the hero of the journey

Here is the golden rule and a differential compared to traditional formats of literature: the protagonist of the story is not a narrator, but always the audience. The role of the accountant is to be the guide, the mentor who leads the client along the journey. The Lord of the Rings: Frodo is the hero, while Gandalf is the sage who guides him.

A good story is one in which the audience recognizes themselves.Make them feel part of the narrative. If people do not see themselves in the plot, the accountant will have missed the opportunity to create an emotional bond. After all, stories that create empathy and identity tend to be the most engaging.

The emotion and the conflict

The best stories are those that arouse sensations.It is no wonder that stories that make you laugh, cry or reflect are those that stay, when compared to a simple list of facts.Emotions activate areas of the brain that facilitate memorization, making the message more impactful and lasting.

In addition, no story works without a conflict. The challenge, whether large or small, is what keeps the audience interested. In marketing, this means identifying the problem that the product or service solves and putting it at the center of the narrative. Without conflicts, there is no overcoming, and without overcoming, there is no transformation. Finally, every good story needs an ending that inspires and leads the audience to make some movement.

It can be a lesson learned, a dream realized, or a new perspective storytelling, the end is not just an outcome; it is the beginning of something greater. It is the point where the receiver feels motivated to act, whether buying a product, sharing the idea or adhering to the shared cause.

It is necessary to remember: the purpose of storytelling is not to manipulate, but to get closer. As the philosopher Mario Sergio Cortella said, “ greatness is to be deep”. Storytelling is the art of going beyond the surface, reaching the heart and mind of people. It is a bridge between brands and individuals, between ideas and emotions. When telling stories, who is narrating reveals who he is, what he values and how he can transform the life of the other. In this process, leaving marks is the closest indication of a good result. 

AI in e-commerce: 5 tips to sell more in the final stretch of Valentine's Day

In the week of Valentine's Day, celebrated on June 12, Brazilian e-commerce should register one of its sales peaks in the year. In 2024, according to Ebit Nielsen, R$ 6.5 billion were handled, with growth of 12% compared to 2023. For small retailers still looking to take advantage of the final stretch of the date in 2025, artificial intelligence features can help accelerate promotions, automate tasks and improve the shopping experience, even with little time available.

Lucas Bacic, CEO of Loja Integrada one of the largest e-commerce platforms in Brazil, it shows five practical ways to use artificial intelligence to optimize sales on seasonal dates such as Valentine's Day.

  1. Create personalized campaigns quicklyArtificial intelligence allows you to generate promotional texts, product titles and optimized descriptions with few commands. This helps the shopkeeper to set up last-minute campaigns with more agility and coherence, adapting the tone to the profile of the public.
  2. Suggest products based on buying behaviorAI platforms can indicate which products have the greatest conversion potential based on browsing history, previous purchases and seasonal dates.This allows you to set up more strategic and personalized digital showcases, even without a team specialized in marketing.
  3. Automate operational tasks to save timeAccording to Bacic, many retailers still accumulate functions and waste time with activities that could be delegated to technology.
    AI can take on routines such as price adjustments, coupon creation, inventory management and communication with customers. This frees the entrepreneur to focus on strategic decisions and consumer relationships.

    In the Integrated Store, for example, Komea, a network of intelligent AI agents launched in early June that is still in the testing phase, has features that help in the operation of a simple and integrated way to the day-to-day of the shopkeeper.
  4. Use data to make quick decisionsArtificial intelligence tools also help in reading data in real time.They allow you to understand sales performance, correct strategy failures and highlight products with a greater chance of conversion without relying only on intuition.
  5. Improve customer experience with intelligent interactionsAutomated AI services, such as quick answers to frequently asked questions, reduce cart abandonment and improve the perception of store agility. On commemorative dates, when decision making is usually more immediate, this can make a difference in the final result.

Artificial intelligence, according to Bacic, should not be seen as a one-off resource, but as a strategic ally throughout the commercial calendar.

“It is not just about Valentine's Day. AI can be an ally in all the dates that traditionally move e-commerce, such as Father's Day, Children's Day and Christmas that will come in 2025. Those who learn to apply technology with clarity and purpose come out ahead not only in a campaign, but throughout the growth journey of the” store, says Lucas Bacic, CEO of the Integrated Store.

Delivery stingray: how the delivery sector can prepare for high demand in Sao Joao

The global delivery market is projected to reach US$1.89 trillion by 2029, with an average annual growth rate of 7.8%. In this promising landscape, Brazil already accounts for US$1.511 trillion of global revenue, according to Statista data – a significant share considering the country's size and the accelerating growth of app-based consumption.

“In festive periods, the demand for deliveries skyrockets, requiring increased attention from the entire ecosystem: restaurants, markets, logistics operators and, of course, the delivery apps themselves. On these dates, deadlines are tighter and customer expectations go to the HEIGHT of”, comments Vinicius do Valle, Marketing Coordinator of Gaudium, a company specialized in technology for mobility and delivery.

Therefore, strategically preparing for these occasions is essential—not only does it help ensure operations, but also leverages the moment as a genuine opportunity for growth and customer loyalty. With this in mind, the executive has provided some tips on how to organize. Check them out:

Demand forecasting and operational scaling

The first step is to look at the data. How has the platform or operation performed in previous years? Which categories sold the most? Based on these analyses, it's possible to predict access peaks, adjust platform capacity, and reinforce the number of partner delivery drivers, kitchens, or stock. Anticipation is the key word.

2. Technology and automation as the foundation of efficiency

For delivery, speed and precision are essential—especially during holidays. Technology is the greatest ally in this scenario. Automated routing systems, real-time inventory integration, and monitoring dashboards help keep everything under control, even with high volume. Investing in technological infrastructure has ceased to be optional.

3. Customer Experience Whimsy

The order isn't just a meal or a gift—it's a demonstration of care. Therefore, the customer experience must be handled with extreme care. This includes everything from a functional and intuitive app to on-time delivery, careful packaging, and personalized messages.

4. Proactive support and fast support channels

During peak demand, errors can occur. But how they're resolved makes all the difference. Have a team prepared to respond quickly and, if possible, utilize bots and automation to accelerate simple processes. Consumer trust depends on responsiveness.

Seasonal peak periods are a true trial by fire for the delivery sector. But they're also becoming a showcase: it's when apps demonstrate their ability to scale, deliver with quality, and delight the consumer. "With planning, technology, and a focus on the customer, it's possible to transform this surge in demand into real growth—and into good reasons for customers to return throughout the year," concludes Valle.

Expert points out 7 tips to unlock the mind and release business growth

Overcoming blockages, staying focused amidst pressures, and achieving bold goals takes more than discipline or talent Fernanda Tochetto, psychologist, mentor of entrepreneurs and founder of Tittanium Club, the key is in the ability to train the mentality as if it were a muscle.“Ter extraordinary results does not depend only on what you do. You need to think right, feel right and act in coherence”, he says.

With more than two decades of experience in business education, Tochetto argues that simple practices, such as positive affirmations, mental visualizations and the creation of consistent habits, can reorganize mental patterns and boost personal and professional development.The specialist structures this journey through the 4D technique, a methodology that guides students to unlock beliefs, visualize goals clearly and create new routes of action, even in the face of insecurities and internal sabotages.

“Most people know what they need to do, but they are stuck in execution by unconscious patterns.Many people still live stuck in the past or overwhelmed by the anxiety of the future.The mind becomes fragmented and the focus is lost”, explains. Tochetto warns that without attention to what he calls “mental, even the most determined can be overcome by burnout, self-sabotage and procrastination.

Practice, not theory

The combination of mindset, positioning and sales strategies is an approach that starts from the principles of behavioral psychology and neuroscience, proposing simple and repetitive practices in everyday life, such as visualizations and focus exercises. According to Tochetto, these actions help in reprogramming limiting mental patterns. “A repetition is what consolidates new ways of thinking and acting.Unconstantly, the mind does not absorb real changes”, he says.

The expert also draws attention to the role of forgiveness as an essential part of personal performance. “It is not about forgetting, but about freeing up space. As long as the mind is stuck to hurts, it does not focus with power. This serves both for personal relationships and business decisions”, she points out.

The right environment speeds up the process

In addition to individual techniques, Fernanda highlights the power of the right connections as an acceleration factor. For her, genuine networking and face-to-face events create an environment of trust, inspiration and responsibility. “No one grows alone. When you are surrounded by committed people, who speak the same language and share their challenges, growth becomes inevitable”, she says.

According to internal data from the Tittanium Club, entrepreneurs who maintain a daily mental training routine and active participation in face-to-face networks are 2.7 times more likely to hit their quarterly goals. “A well-trained mind sustains chaos, overcomes fear and turns intention into action.

The expert points out 7 tips on how to unlock the mind 

  1. Practice productive affirmations daily
    Repeating phrases aligned with your goals helps reprogram limiting beliefs.What is often stated, the mind begins to accept as truth. Use affirmations in the present and focused on identity (“Iou able to lead with clarity”).
  2. Visualize in detail the life and results you want
    Visualization prepares the brain to act with more confidence. Take minutes out of your day to clearly imagine what you want to achieve: how you feel, where you are, with whom you are.
  3. Forgive the past to make room in the present
    Grief, resentment and frustration hold back the ability to move forward. Forgiveness is not about approving, but about deciding to stop carrying the weight. Without forgiveness, there is no energy available to create the new.
  4. Build habits based on micro-commitments
    Choose a small daily action that aligns your routine with what you want to achieve. Small accumulated victories generate confidence and consistency.
  5. Keep your focus on the now, not the anxiety of the after
    The resilient mind lives in the present. Focus on doing what is within your reach today with excellence. The result will come as a consequence of the process.
  6. Surround yourself with people who reinforce your identity for growth
    Environments shape behaviors.Be with those who already walk towards what you want to build. Mentorships, strategic groups and face-to-face events shorten paths.
  7. Respect your limits and take care of your mental energy
    Growing up requires energy. Emotional blocks intensify when there is physical and mental exhaustion. Sleep, food and breaks are allies of performance. Discipline is not excess, it is self-care with focus.

Small businesses join artificial intelligence to gain productivity and scale sales

In a market that requires quick responses, personalization and data-based decisions, innovation is no longer a competitive differentiator, but a criterion for survival.In this context, Artificial Intelligence (AI) is beginning to gain ground among small Brazilian businesses as an accessible, practical and fast-return ally.

According to recent data from the Sebrae Observatory of Innovation, 78% of microenterprises in the country already use data-driven technologies and algorithms to automate tasks and generate insights. The movement follows the growth of entrepreneurship in Brazil: only in the first quarter of 2025, were opened 1.4 Million new small businesses, consolidating the country as the 6th with more entrepreneurs established in the world, according to figures from the Federal Government.

TODAY, AI is no longer exclusive to large corporations with millionaire budgets.There are tools ready to use, low cost and specifically focused on the day-to-day of the small entrepreneur”, he says Antonio Muniz'stechnology expert and president of Brasport Publisher, reference in technical publications in the areas of IT and management.

According to him, the main advantage is in simplicity of adoption: “A big turn is to understand that AI can start small, with simple solutions such as chatbots for customer service, recommendation systems or email marketing automations. The secret is to start with strategic focus and grow based on results.”

AI in practice: first steps for the small entrepreneur

Despite the increasing accessibility, many small business owners still have doubts about how to start applying artificial intelligence on a daily basis. For Muniz, the first step is to map operational bottlenecks (manual processes that consume time, generate rework or prevent the business from scaling.

Among the most viable uses for small businesses are:

  • Service Bots via WhatsApp to answer questions and capture requests automatically;
  • CRM Tools with AI, who segment customers and personalize marketing campaigns;
  • Generative AI (like ChatGPT) to write product descriptions, social media posts, and sales emails;
  • Demand forecasting and inventory control systems, Based on sales history;
  • Data analysis platforms, which help to anticipate consumer behaviors and market trends.

“These technologies do not require deep technical knowledge. The most important thing is that the entrepreneur starts even with a single process & understands how AI can increase their efficiency and competitiveness”, concludes Muniz.

Startup invests R$ 2 mi and expands AI performance with solutions that automate bureaucracies and use voice to strengthen conversions in the real estate market

THE Plaza, a startup that is transforming the real estate market through AI agents, has just announced the launch of Maya ADM, a virtual assistant focused on rental administration, developed after an investment of R$ 2 million. The technology automates processes such as issuing slips, contractual questions, calculating a fine, scheduling surveys, maintenance requests and contract termination, operating proactively through automatic calls and messages via WhatsApp.

With the new role, Maya 'Paza virtual employee 'ODL expands its scope beyond commercial service and begins to solve, autonomously, the main bottlenecks of the real estate administrative sector.The evolution of the assistant reflects Plaza's commitment to make brokers and real estate agents increasingly productive and efficient, through intelligent automation and cutting-edge technology.Today, up to 90% of the services generated by Maya ADM are itself, without human intervention, consolidating Maya as the most advanced and complete artificial intelligence solution in the Brazilian real estate market.

“This radically improves the experience of the renter and the manager, delivering more agility, accuracy in responses and a closer and more proactive bond between all involved”, he says Julio Viana, CEO and co-founder of Plaza.

Communication between real estate agents, tenants and landlords is still mostly manual, fragmented and with little data intelligence ''which generates noise, rework and delays in service. With the arrival of Maya ADM, Plaza is not only automating critical tasks in a humanized way, by voice and with 24-hour availability, but also creating a intelligence layer in the relationship. The assistant understands the specific needs of each client based on the contract information and the history of interactions, which allows personalize communication and anticipate solutions.

According to data from Brain Strategic Intelligence, 78% of Brazilian real estate companies still use manual processes in their administrative routines.With Maya ADM, companies that have already implemented the technology have even automated 93% of the services, showing the high potential of the solution to scale the operation without increasing staff costs.

Administrative care is often more complex than the sale or lease itself.With Maya ADM, we free up teams to focus on strategic tasks, while artificial intelligence takes care of the rest of the business with voice, clarity, and autonomy”, he adds Viana.

Maya Speaks: a virtual saleswoman who calls tenants and scores visits

In addition to Maya ADM, Plaza is also expanding its commercial operations with the unprecedented launch of a tool for the Brazilian real estate market: Maya Fala is a virtual assistant with an active voice focused on converting leads.

The service overload that real estate companies have is so great that basically there is no time left to perform remarketing in a personalized way. Maya Fala can bring more conversion, because it understands the needs of the client by analyzing their history of interactions with real estate and CRM information, and promoting an empathetic, personalized, and resolute service to raise the customer experience and improve real estate sales.

Maya Fala was created to optimize first contact with customers. Instead of waiting for a response in WhatsApp or email, she calls and talks to the interested.It is like having a sales team that works 24 hours a day without losing the human tone,” highlights Raphael Garcia, commercial director of Plaza.

The combined performance of the two assistants 'Maya Fala and Maya ADM 'E enables a real estate company to automate from the first contact with the lead to the resolution of day-to-day administrative problems, with efficiency, customization and proprietary AI technology.

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