Businesses born online: strategy or against the market flow?

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

According to Sebrae research, 76% 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 stopped being a trend and become a strategic pillar of competitiveness.

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

Lower costs, more time

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

"The 100% digital model allows us to grow without geographical barriers, offering standardization and quality, cutting costs, and adapting to 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 agility in adapting to new tools, as well as reduced fixed costs like space rental, and a greater possibility of expanding the brand, such as Spaceclass, which has franchisees in seven Brazilian states, as well as the United States and Finland.

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