The Brazilian delivery market has entered a new phase with the consolidation of so-called superapps. The merger of iFood and Uber, coupled with the arrival of the Chinese company Keeta, signals a new consumption pattern, where diverse services are concentrated on a single platform. Estimates suggest this sector will generate over US$21 billion in revenue by the end of 2025, according to projections by the Statista consultancy. In this context, technology companies working behind the scenes are gaining prominence by developing tailored solutions to meet the increasingly demanding consumer.
"Super apps have completely changed the development logic. Today, we're no longer just talking about a menu-style storefront with a payment button. We need to integrate real-time promotions, multiple payment methods, loyalty programs, and personalised notifications. All of this with stability, even during peak hours," explains Rafael Franco, CEO of Alphacode, a company specializing in the development of digital platforms for brands like Domino's Pizza, Madero, and Grupo Burguês.
The evolution of the sector has raised the technical requirements. Application architecture needs to ensure scalability and performance at 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 smoothly and securely," states Franco.
Integration between giants and new entrants is stirring the sector.
The recent operational alliance between iFood and Uber has altered the market dynamics. Major food chains are starting to invest in their own platforms to maintain autonomy over the customer journey and strengthen their relationship with their base. Concurrently, the entry of Keeta into the country intensifies competition in still-underexplored regions, reinforcing the need for differentiation through technology.
According to Franco, these changes directly affect consumer behaviour and brand strategy. "Consumers want convenience, personalised promotions, and fast service. Brands that fail to offer this in an integrated way risk falling behind," he analyses.
Back-end becomes a strategic asset
Operating a superapp requires a technological foundation that extends beyond a functional layout. Platforms like the one developed by Alphacode prioritize a modular structure that allows for rapid 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 use AI to understand consumption patterns and adapt the user experience in real time. This intelligence boosts conversion rates and average order value, explains Alphacode's CEO.
Another key point is security. With millions of simultaneous users, applications need to incorporate layers of protection against fraud and data breaches. Biometrics, multi-factor authentication, and integrated anti-fraud systems are just some of the solutions employed 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 apps with a high level of personalization. In both cases, technological development becomes the competitive differentiator.
The back-end is no longer invisible. Today, it's an active part of the experience. Whoever masters this structure can deliver a more efficient service and strengthen customer relationships," concludes Rafael Franco.
