The delivery market in Brazil has entered a new phase with the consolidation of so-called superapps. The merger between iFood and Uber, coupled with the arrival of the Chinese company Keeta, signals a new consumption pattern, in which different services are concentrated on a single platform. It is estimated that this sector will generate more than US$21 billion by the end of 2025, according to projections by the consulting firm Statista. In this scenario, technology companies operating behind the scenes of the sector are gaining prominence by developing customized solutions to meet the needs of an increasingly demanding consumer.
“Super apps have completely changed the logic of development. Today, we're no longer just talking about a menu display with a payment button. It's necessary to integrate real-time promotions, multiple payment methods, loyalty programs, and personalized notifications. All this with stability, even during peak hours,” explains Rafael Franco, CEO of Alphacode, a company specializing in the development of digital platforms for brands such as Domino's Pizza, Madero, and Grupo Burguês.
The evolution of the sector has raised the level of technical requirements. Application architecture needs to guarantee scalability and performance on a large scale. Furthermore, integration between modules such as logistics, CRM, and anti-fraud has become mandatory. "The consumer experience depends on a robust back-end, capable of connecting all these systems in a fluid and secure way," says Franco.
Integration between giants and new entrants is driving the sector.
The recent operational alliance between iFood and Uber has altered market dynamics. Large food chains have begun investing in their own platforms as a way to maintain autonomy over the customer journey and expand their relationship with their customer base. In parallel, Keeta's entry into the country intensifies competition in still relatively unexplored regions, reinforcing the need for differentiation through technology.
According to Franco, these changes directly affect consumer behavior and brand strategy. "Consumers want convenience, personalized promotions, and fast service. Brands that fail to offer this in an integrated way risk falling behind," he analyzes.
Back-end becomes a strategic asset
Operating a superapp demands a technological foundation that goes beyond a functional layout. Platforms like the one developed by Alphacode prioritize a modular structure that allows for quick adjustments to promotional campaigns, delivery routes, and payment methods. The use of artificial intelligence to predict demand, suggest products, and automate customer service is also common.
“We apply AI to understand consumption patterns and adapt the user experience in real time. This intelligence increases the conversion rate and the average order value,” explains the CEO of Alphacode.
Another key point is security. With millions of simultaneous users, applications need to adopt layers of protection against fraud and data leaks. Biometrics, multi-factor authentication, and integrated anti-fraud systems are just some of the solutions applied in the most modern platforms.
Possible paths for the future of delivery.
The consolidation of superapps opens two strategic paths for market players: integrating with dominant platforms or investing in their own applications with a high level of customization. In both cases, technological development becomes the competitive differentiator.
“The back-end is no longer invisible. Today it is an active part of the experience. Whoever masters this structure can offer a more efficient service and strengthen the relationship with the client,” concludes Rafael Franco.
