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Magalu creates support network for women entrepreneurs

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Magalu creates support network for women entrepreneurs

Magalu and Luiza Helena Trajano will launch, on May 22, the “Seller Women Business Community of Luiza”, a support and development network to boost businesses created or managed by women entrepreneurs. Luiza Helena Trajano, president of the company's Board of Directors, is the ambassador of the community and made the announcement of the project during a press conference at the Magalu Arena in Sao Paulo on Thursday.

“Women, for the most part, have a triple journey: they take care of the house, the children and the business. They are obstinate, but the fact that they have to do everything themselves brings the feeling of loneliness and that things are more difficult”, says Luiza Helena. “The exchange of experiences in this scenario is a way to encourage the growth of companies founded or managed by women. What I want is to share my experience as an entrepreneur and as a woman in this market”. 

A survey conducted by Magalu pointed out that 36% of the sellers that operate in the company's marketplace are companies founded by women and, of the remaining 64%, 19% are managed by one. Currently, the company has more than 360,000 partner retailers on the platform, which means that the network can directly reach at least 198,000 women. However, the community is not restricted only to entrepreneurs who already work in the Magalu marketplace.

The project “Community Seller Women Business Luiza” will promote connection, facilitation and recognition, through benefits for participants who sell in the marketplace.

Interested parties can register for free at the link: https://mulheresdeluiza.com.br/

Tax reform institutes split payment and non-cumulativity; expert guides companies to new scenario

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Tax reform institutes split payment and non-cumulativity; expert guides companies to new scenario

With the tax reform regulated this year and that will begin in force in 2026, Brazil is about to enter a new tax era. One of the pillars of this transformation is the systematic of the “plit payment” or “fractional payment”. But what does it mean, in practice, to divide tax payments directly at source, as provided by the legislation? And how does this connect to the much discussed non-cumulative tax?

For tax expert Lucas Ribeiro, CEO of ROIT, a technology and consulting company that leads the development of solutions for Tax Reform, the moment requires that the “split payment” be understood. “Afinal, is a model that can revolutionize corporate finance”, he considers.

Split payment: the revolution in tax collection

The “split payment” is a mechanism that promises to bring more security and efficiency to the Brazilian tax system. In it, the tax due is segregated at the time of payment and destined directly to the tax authorities, reducing the risks of default and tax evasion. “O “O payment eliminates tax evasion, but requires greater availability of working capital from the” companies, explains Ribeiro.

This model is already used in some European countries, such as Italy and Poland, where it helped to combat tax evasion and improve tax collection, although it works in part of operations.In Brazil, its adoption is accompanied by technological and operational challenges, but promises to change the game for companies and public administrations.

Non-cumulativity: the principle that underpins Brazilian VAT

The non-cumulative taxes, provided by the tax reform, is the guarantee that the tax only focuses on the added value at each stage of the production chain. With the creation, by the reform, of the Dual Value Added Tax (VAT) (which integrates two taxes, CBS, Contribution on Goods and Services, and IBS, Tax on Goods and Services), companies will be able to compensate the credits generated in purchases against sales debts, avoiding the cascade incidence and current cumulativity.

The challenge lies in the practical application of this principle, says Ribeiro. “A non-cumulativity seems simple, but its operationalization requires the basics: buying everything with an invoice and writing them correctly. A major change in culture, processes and systems will be essential.”, he stresses.

The tax officer lists some points that companies will need to master to better take advantage of the achievements of tax reform:

  • Automating tax processes: companies that invest in technology to automate the complete flow of tax bookkeeping and payments will come out ahead.
  • Strategic credit management: knowing how to calculate and use credits efficiently will be essential to maximize profit margins.
  • Contractual adequacy: contracts with suppliers and customers need to be reviewed to reflect changes in rates and payment methods.
  • Team training: understanding the new tax model will be a competitive differentiator. Accounting and finance professionals need to update themselves.

With the “plit payment” and non-cumulativity, Brazil is moving towards a more efficient tax model aligned with international practices. However, implementation will be challenging and will require planning, reliable data and cutting-edge technology. “Whoever master the numbers and understand the inter-lines of this new system will have an undeniable competitive advantage.And this begins now, in 2025, with companies preparing before it is too late”, highlights Ribeiro.

The challenge of digital literacy in Brazil

Ana Bartholo
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The challenge of digital literacy in Brazil

Digital literacy has become one of Brazil's greatest challenges on the path to social and economic inclusion.In a world where technology permeates all walks of life, the lack of digital skills not only excludes millions of Brazilians from education and work opportunities, but also makes them vulnerable to misinformation and cyber risks. 

The portrait of digital literacy in Brazil 

A survey conducted by the National Telecommunications Agency (Anatel) in 2024 revealed that only 30% of the Brazilian population has basic digital skills, while only 18% have reached an intermediate level of proficiency. The data expose a worrying reality: most Brazilians find it difficult to perform simple tasks in the digital environment, such as accessing online public services, using internet security tools or distinguishing reliable information from fake news. 

Infrastructure & capacity building 

Poor infrastructure, especially in rural and peripheral regions, is one of the main obstacles to the expansion of digital literacy in the country. According to the Brazilian Internet Steering Committee (CGI.br), in its 2024 study, about 35% of Brazilian households still do not have adequate access to quality internet.In addition, the lack of educational programs focused on digital training prevents students and teachers from acquiring the skills necessary to navigate the digital environment in a productive and safe way. 

The digitization of public and private services has made digital literacy an essential competence for citizenship.In 2024, the Ministry of Communications reinforced the need to expand digital capacity building to reduce inequalities. 

The National Common Curricular Base (BNCC), through CNE/CEB Opinion no. 2/2022, established clear parameters for the teaching of computing and technology in basic education. The document guides schools to develop curricula that contemplate digital skills such as computational thinking, ethical use of technology and problem solving, since the early years of elementary school. 

In addition, the newly sanctioned Law no. 15,100/2025 regulates the use of electronic devices in classrooms, prohibiting the indiscriminate use of cell phones, but allowing their pedagogical use under teacher supervision.The measure seeks to balance discipline and innovation, allowing digital technologies to be integrated into teaching for educational purposes. 

Personalization of teaching is one of the most promising strategies in this context. The use of data analysis to adapt learning to individual student needs has demonstrated significant gains in digital literacy.In the State of Sao Paulo, for example, adaptive platforms are being tested to identify specific deficiencies and offer tailored solutions. 

Another critical point is the digital exclusion of the elderly. To address this problem, the bill 4263/24 was presented in the Chamber of Deputies in March 2025, which proposes the creation of the National Digital Literacy Program for Older Persons. The initiative aims to empower this portion of the population and reduce their vulnerability to digital challenges. 

Initiatives underway 

Several actions are being implemented to mitigate the challenges of digital literacy in Brazil. Programs such as Telecenters, which offer free internet access and technological training courses, have played a crucial role in democratizing access to technology. The Acessa Sao Paulo Program is another example of an initiative that aims to provide infrastructure and digital training for vulnerable communities. 

In this context, digital platforms such as Britannica Escola, from Britannica Education, emerge as strategic allies.Focused on Elementary and Middle School students, the platform promotes the development of skills and abilities aligned with BNCC, being a complementary tool to curricular teaching.  

In Minas Gerais, the partnership between the State Department of Education (SEE/MG) and Britannica Education already benefits more than 1.6 million students from the state network.In addition, the project provides a digital educational collection, containing tens of thousands of articles, as well as more than 3 million images and videos focused on education, with image rights released. 

To ensure that teachers can use this collection effectively, 30 teachers from the SEE/MG School of Education and Professional Development of Educators participated in a training in August 2024. In addition, Britannica Education is developing content focused on mining culture, enriching the educational material and making it more attractive to students. 

Future advances 

The expansion of digital literacy in Brazil depends on more public and private investment, the training of educators and the creation of programs that reach marginalized populations. Ensuring that all Brazilians have basic digital skills is a fundamental step to reduce social inequalities, foster the digital economy and strengthen democracy in times of disinformation. 

The transition to a digitally literate country is a challenge, but also an opportunity.If the right policies are implemented, Brazil can become an example of digital inclusion and prepare its population for the challenges and opportunities of the information age.

WhatsApp is the new service desk for Brazilian SMEs

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WhatsApp is the new service desk for Brazilian SMEs

WhatsApp has consolidated itself as a true service desk, showcase and even cash register for small businesses throughout Brazil.However, what happens when the volume of messages increases and the organization of service begins to de-structure? This challenge can be overcome with the help of technological solutions, which offer the agility and efficiency necessary to optimize communication and improve the customer experience.

Currently, WhatsApp is the main communication channel for SMEs, but many still use this tool in an improvised way. This damages the customer experience and results in lost sales opportunities”, says Cesar Baleco, CEO of IRRAH TECH, a specialist in automation and artificial intelligence solutions for retail. The company offers PlugChat, a platform that helps small and medium-sized companies professionalize the use of WhatsApp in customer service and relationships.

According to RD Station's 2024 Marketing and Sales Panorama, 70% of Brazilian companies already use WhatsApp as the main means of contact with their customers and leads. “O challenge, however, is to scale this service without losing control or the quality”, says Baleco.

He says that technologies, such as PlugChat, are able to centralize all calls via WhatsApp in a single number, allowing several company attendants to respond to customers simultaneously and organized. The histories are saved, and managers can track team performance in real time, with clear metrics.

“The entrepreneur no longer needs to worry if the customer spoke with so-and-so or with cyclane. The conversation is there, in the system, visible to all involved. This eliminates noise and accelerates the” responses, says Baleco.

In addition, the platform integrates with tools such as Trello, transforming conversations into tasks for other areas of the company, such as technical, financial or logistics support. This ensures agility in deliveries and more operational efficiency.

Another important feature is the automatic sending of satisfaction surveys at the end of the service. According to Baleco, this functionality helps the entrepreneur understand where he can improve. “It is a simple way to listen to the customer without the need for complex tools.”

The CEO of IRRAH TECH comments that many SMEs started using WhatsApp unpretentiously, answering messages from their own personal number. However, he reinforces that, with the digitalization forced by the pandemic and the advancement of e-commerce, the application has become an extension of the business and requires professional tools. “It is to help the small entrepreneur take this step: get out of the improvisation and enter into an intelligent and data-driven management”, says the CEO of IRRAH TECH.

Autonomy is the key to more creativity in companies, 69% of Brazilian professionals point out

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Autonomy is the key to more creativity in companies, 69% of Brazilian professionals point out

After all, what stimulates your creativity in the workplace today? A recent survey questioned hundreds of professionals from all over Brazil and found the answer: at least for almost 70% of respondents, the autonomy to test new ideas ''more important to make creative than challenging goals, as well as investment in training and various courses.

The finding is from Conquer Business School, a business school that, in recent weeks, asked Brazilians from all regions share details of their creative livesamong the factors that most stimulate them professionally, the most common obstacles to exercise their own creativity and the impacts of the skill in question on their own self-esteem.

For most respondents, if obstacles such as a rigid culture and excess demands only tend to weaken the creative doing itself independence in business (69%), a collaboration with colleagues (58%) and the access to appropriate technologies (55%), on the other hand, would be the great keys to more creativity in the day to day whether it is when conducting large projects or performing operational tasks. 

Key findings: 

  • 74% of the professionals heard feel creative at work today; 
  • 83% of them also recognize positive impacts of AI on creativity itself; 
  • Autonomy (69%) and collaboration (58%) are what most stimulates them to be creative professionally; 
  • The biggest impediments to a more creative work today are mental fatigue and exhaustion (45%) 

Mental fatigue, the number one villain of creativity 

In general, something that the experiences of the interviewees by Conquer only confirm is the how positively creativity tends to be reflected in professional motivation ''impacts on a person's perception of themselves, their work projects and the company of which they are part. 

This is because, while studies like the Report State Creative they already identified that the exploration of creative potential increases productivity in companies by 78%, the survey of the business school found, in fact, how respondents feel when they can use creativity professionally. For most of them, incidentally, the effects are always encouraging, varying between perceiving more motivated and engaged (59%), productive (49%) and proud of his activities (34%). 

Even though, today, 74% of respondents recognize exercising such competence in the workplace frequently, they obstacles to a more creative journey in companies they seem not to be lacking. When asked, for example certain digital distractions, such as Instagram and WhatsApp (29%), a no tools (23%) and rigid organizational culture (17%) appeared among the most common impediments, alongside the worst of problems: the constant feeling of mental tiredness or exhaustion (45%). 

In a context in which Artificial Intelligences generatives they have been increasingly exploited in companies, on the other hand, for most Brazilians, they its use has also become more space to create: while 42% of them shared feeling stimulated with so many ideas & referencesfor 41%, the gain has been a automation of simple tasks, which would allow more free time to create. 

For a job & life & more creative 

Now, if what is not lacking in the offices from North to South are factors that prevent a more creative routine, on the other hand, the what else would encourage it in the corporate environment according to Brazilians? As a company focused on the professional improvement of people, this was one of the doubts shared by Conquer with the interviewees 'DE who elected the aspects that most stimulate their creativity at work today. 

Between access to different tools, more free time to create and challenging goals, what tends to collaborate with creative doing is the autonomy to test new ideas, cited by 69% of respondents.

Not only her, by the way: proving the importance of investment in people, as well as the role of teamwork, the collaboration and exchange of ideas with colleagues (58%) and the access to appropriate technologies and tools (55%) also appeared in the respondents' responses, alongside more free time to think (48%).

“At this time when so many tasks are automated within companies, investing in the creativity of employees (whether through training, tools or adjustments in organizational culture) means betting on a differential with lasting results for the most different teams and businesses”, comments Juliana Alencar, Marketing Director of Conquer. “Creative teams tend to be more strategic, collaborative and attentive to market developments, characteristics increasingly in demand today. All are gaining”. 

Methodology 

To understand the relationship of Brazilian professionals with creativity, in recent weeks, 500 adults (over 18 years old) living in all regions and connected to the internet were interviewed.The reliability index was 95%, and the margin of error was 3.3 percentage points.

In all, the respondents had access to a total of 5 questions, which explored what most stimulates them creatively, certain obstacles and the impacts of AI on their own creativity. The organization of the answers made it possible to create different rankings, in which you check the percentage of each alternative pointed out by the interviewees. 

QualiBest launches QMetrics, a tool that compares product performance with market standards

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QualiBest launches QMetrics, a tool that compares product performance with market standards

The QualiBest Institute has just launched QMetrics, an innovative solution for product analysis and comparison in the market, based on metrics extracted from sensory tests.The tool transforms research data into strategic intelligence by allowing brands to compare the performance of their products with historical averages, offering a clear view on attributes such as taste, texture, crispness, appearance and color.

With a standardized database, QMetrics makes it possible to identify, for example, whether the crunchiness of a new snack is above or below the market average, or whether the residual flavor of a drink best meets the expectations of the target audience. These analyzes are made from three pillars: standardization of questions, identification of the correct attributes and scales, and construction of an organized and dynamic database.

“The market needs quick but well-based decisions.With QMetrics, we were able to turn a simple product evaluation into a comparative report.It is possible to know, accurately, where the product stands out and where it needs to improve to become more competitive”, says Camila Ricomini, product manager at QualiBest.

The data presented by QMetrics facilitates both the adjustment of formulations and the targeting of marketing strategies, helping companies to reduce risks in launches and enhance the performance of their products. One of the examples cited shows an item that had 90% of approval in the “ residual taste” attribute, while the market average is at 78%. This difference can be decisive in a scenario of high competition and demanding consumers.

More than a comparison tool, QMetrics positions itself as a guide to evidence-based innovation.The QualiBest Institute also offers a digital Hub that integrates its platforms, allowing the monitoring of research projects with integrated metrics in a centralized and secure way.

Brazilians in home office ask for 30% more delivery and spend R$ 61.4 billion in restaurants

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Brazilians in home office ask for 30% more delivery and spend R$ 61.4 billion in restaurants

Contrary to initial expectations, the home office (widely adopted during the Covid-19 pandemic and still present for many professionals DO did not change a habit that was already consolidated among Brazilians: eating out. 

The practice has become common for many families in Brazil, as shown by data from the IBGE News Agency (Brazilian Institute of Geography and Statistics). According to the latest survey of the Household Budget Survey, meals outside the home represent 32.8% of food expenses in the family budget, revealing an increasing preference for ready meals and the convenience offered by restaurants and delivery services. 

With the growth of cities and the difficulties of urban mobility, the habit of leaving work to have lunch at home was, in many cases, replaced by going to the restaurant or ordering lunch boxes, reflecting the adaptations of the routine and the desire for practicality. 

In the home office, the individual is at home. However, the period is devoted to professional work.There is no time to plan and prepare the meal of the day. Result: eat around the neighborhood or resort to delivery.

Recently, iFood reported that orders grew in the post-pandemic, from 60 million to 70 million per month. Per customer, the number of orders increased by 30%. According to an ANR (National Association of Restaurants) report, in 2024, spending on out-of-home food in Brazil reached a new record, with consumers spending about R$ 61.4 billion in the second quarter, representing an increase of 3% over the same period of the previous year. The average ticket 4%, indicating that customers eat out are up spending more. 

In this context, restaurants, in addition to being dedicated to their activities-end, such as whimpering on the plates and providing a courteous and agile service, another concern is: establishing an efficient management of resources that ensures the operation of the business. This management needs to allow the entrepreneur to have “na pencil tip”, control of all the necessary indicators to avoid lack of inventory or, on the other hand, food waste. 

“Na tip do pencil” is a force of expression, logical. Because this thorough and assertive management to which I refer must just abolish manual control, to be carried out with the help of technological management solutions.It is not a whim or luxury, it is a necessity. Management software specialized in food service business represent an investment, which converts into waste reduction, better controlled operating costs, menus with appropriate prices, quality in production, among thousands of other gains.  

In the end, automated management impacts the results of all fronts. Both in providing customer service, as the offer and quality of products meet what the consumer craves and deserves, as well as in the sustainability of the business. 

The correct pricing, a properly stocked ¡n order to do nothing missing and so that nothing about ̄ means customer satisfaction and financial viability of the enterprise. Given the particularities and complexity of the food service business, there is no “ponta do pencil” that ensures this control. The technology is there to help us, freeing the entrepreneur from operational work to the intellectual, strategic, and thus expand their business.

Microsoft Brazil offers free AI course for small and medium-sized companies

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Microsoft Brazil offers free AI course for small and medium-sized companies

Microsoft Brazil announces the course FluenCIA for Small and Medium Businesses, a series of educational videos produced by company experts, which offer practical and accessible tips to optimize the day to day of companies. The course was developed to help small entrepreneurs understand and apply artificial intelligence in their business. Divided into ten episodes, the contents show from basic concepts of AI to the creation of effective prompts to get results with tools of generative AI.  

The content is available permanently on the official “ channelMicrosoft AI Skills” on YouTube, where the company provides AI tips to beginners and professionals at various levels around the world. Through the channel, Microsoft offers tutorials, expert insights and accessible tips to help diverse audiences gain confidence and results with the use of artificial intelligence. 

In course FluenCIA for Small and Medium Businesses, Rande Rodrigues, Technical Expert, and Liliane Lima, Channel Manager at Microsoft Brazil demonstrate examples of how generative AI can be useful for SMBs, such as automating repetitive tasks, improving internal processes, and building a foundation in data analytics to guide decision-making. 

One of the techniques explored in the course is OCFE (an acronym for“”, “Context”, “Fonte” and “Expectations” The technique is essential to create effective prompts when interacting with artificial intelligence: 

  • Objective it refers to what the user wants to get as an AI response.  
  • Context it can be described as the reason why information is needed and its importance to the business, as well as who else can benefit from it, such as customers or partners.  
  • Source indicates where the AI should look for the necessary information.  
  • Expectations they should describe how the user expects AI to respond to meet their needs. 

Check out three examples of practical tips offered in the course FluencIA for small and medium-sized enterprises: 

1. Automation of repetitive tasks 

Imagine that you are an entrepreneur who spends a lot of time managing emails, scheduling meetings and organizing information. These repetitive tasks can be automated with the use of AI, freeing up your time for more strategic activities. In the FluencIA course, you learn to use Microsoft Copilot to automate these tasks. For example, you can ask the tool to create a table of actions from your emails from the previous week. An effective prompt for this action would be: “A from my emails from last week, create a table of actions, including who the action is, the person who assigned and the deadline. 

Lesson 2 (source: Microsoft AI Skills) 

2. Data analysis for decision making 

For many SMEs, analyzing large volumes of data can be challenging, but it is essential to make decisions based on information. In the course, you learn to use AI to analyze financial data, predict consumption trends and optimize production processes. For example, if you need to add, in a sales worksheet, columns on gross profit and net profit, you can describe the context for Copilot within Excel and ask it to generate comparative charts and describe the observed trends. A detailed prompt for this case would be:“Add a column on gross profit and another on net profit in my sales worksheet. 

Lesson 7 (source: Microsoft AI Skills) How to create and manage your cash flow 

3. Creation of marketing campaigns 

Developing effective marketing campaigns is crucial for the growth of SMEs. AI can assist in content creation, audience segmentation and campaign performance analysis. In the FluencIA course, you learn how to use Microsoft Copilot for these tasks. For example, when planning a new product launch campaign, you can ask Copilot to create a detailed schedule of activities and suggest content for social networks. A good prompt to reach this goal is: “Create a detailed schedule of activities for the new product launch campaign (describe the product and target audience), including content suggestions for social networks and” success indicators. This helps to better structure the campaign and reach the target audience more effectively. 

 

Lesson 8 ^ How to generate a social media marketing campaign (source: Microsoft AI Skills)

Take off integrates Visa Click to Pay to offer a simpler and safer payment experience to your customers

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Take off integrates Visa Click to Pay to offer a simpler and safer payment experience to your customers

THE Take off ^trip technology company and the Visa, specializing in digital payments, announced the integration of Click to Pay in his checkout. The functionality offers a more convenient and secure payment experience, allowing customers to complete their transactions with a few clicks, without the need to enter card data with each new transaction.

The Click to Pay (C2P) it enables consumers to pre-register their credentials to a protected account and use this information quickly and securely during the payment process.The solution was developed based on the global standard EMV Secure Remote Commerce, and through tokenization, it replaces the 16 digits of the card with a unique and encrypted number, hiding the sensitive data in online transactions.

“Na Take off, We constantly seek solutions that elevate the experience of our customers throughout the purchase journey of the” trip, says Lucas Botelho, head of Loyalty & Financial Alliances of the company. “A Click to Pay it brings more agility to the payment process and reinforces our commitment to security, always in tune with global trends in payment methods.”

“A Visa is committed to offering solutions that simplify the online payment process and protect consumers Click to Pay it provides users with a fast, hassle-free shopping experience by seeking to protect sensitive data through advanced” tokenization technologies, adds Leandro Garcia, executive director of Digital Payment Solutions at Visa.

NG.CASH receives authorization from the Central Bank to act as a Payment Institution

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NG.CASH receives authorization from the Central Bank to act as a Payment Institution

THE NG.CASH it received authorization from the Central Bank of Brazil to operate as a Payment Institution (PI). With the license, fintech starts to act under direct supervision of the monetary authority, expanding its operational autonomy and consolidating its position in the digital financial sector.

With more than 6 million users, NG.CASH aims to facilitate access for new generations financial services through a digital account focused on user experience, simplified resource management and encouragement of personal financial organization. The authorization of the BC also represents a milestone in the company's trajectory, by allowing it to operate in a regulated manner and develop more robust solutions to meet the demands of a changing public.

“Acquiring the license from the Central Bank is a significant step in our mission to democratize access to quality financial services for young Brazilians.We will continue to expand our operations responsibly and in line with the demands of a public that seeks simplicity, control and financial guidance from an early age”, says Mario Augusto Sa, CEO of NG.CASH.

“A authorization reinforces NG.CASH's commitment to regulatory compliance and security of operations, which are essential foundations for the sustainable growth of the financial technology sector in the country”, concludes Petrus Arruda, COO of NG.CASH.

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