Ikhasi Lasekhaya 8

Imali engenayo ye-E-commerce ifinyelele ku-R $ 4.76 billion ngo-Black Friday, okukhuphuke ngo-11% uma kuqhathaniswa no-2024.

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Imali engenayo ye-E-commerce ifinyelele ku-R $ 4.76 billion ngo-Black Friday, okukhuphuke ngo-11% uma kuqhathaniswa no-2024.

Imali engenayo ye-E-commerce ngo-Black Friday 2025 ifinyelele ku-R$ 4.76 billion, okuwukunyuka ngo-11.2% uma kuqhathaniswa nonyaka odlule. Lo mphumela udlula isibalo sangonyaka odlule sika-R$ 4.27 billion ngesigamu sebhiliyoni. Ukuhlaziywa kucubungula ukuthengiswa okuqoqiwe kusukela ngo-00:00 kuya ku-23:59 ngoNovemba 28 futhi kuqhathanise nezibalo zangomhla zingama-29 kuNovemba 2024, usuku lweBlack Friday ngonyaka odlule. Idatha ikhishwe ku-Black Friday Hora Hora Platform ye- Confi Neotrust , inkampani yezobunhloli bemakethe eqapha i-e-commerce yase-Brazilian.

Izigaba ezintathu eziphambili ezigqame kakhulu ngo-Black Friday 2025 bekungama-TV (angenayo imali eyizigidi ezingama-R443.2), ama-smartphones (R$ 388.7 million), kanye neziqandisi (R$ 273.2 million). Phakathi kwemikhiqizo enemali engenayo ephezulu, i-Samsung 12,000 BTU air conditioner ihole phambili, ilandelwa yi-128GB iPhone 16 emnyama kanye ne-Samsung 70-inch Crystal Gaming Hub Smart TV.

Imikhiqizo yasekhaya bekungenye into evelele. Ukuthengiswa kweziqandisi, imishini yokuwasha nama-air conditioner sekuhlangene kwadlula ingxenye yebhiliyoni. Isibalo sama-oda aqedwe ngalolo suku sasiphezulu ngo-28%, nama-oda ayizigidi ezingu-8.69 aqediwe uma kuqhathaniswa nezigidi ezingu-6.74 ngonyaka odlule. Isilinganiso senani lamathikithi lehle ngo-12.8%, labhalisa u-R$553.6 uma kuqhathaniswa no-R$634.4 ngo-Black Friday 2024.

ULéo Homrich Bicalho, Inhloko Yebhizinisi kwa-Confi Neotrust, ugqamisa ukwenyuka kwenani lentengo lamathikithi eliqoshwe ngoMsombuluko odlule (24), lisuka ku-R$ 325, liya ku-R$554, ngoLwesihlanu (28). "Lokhu kukhula kukhombisa ukufuduka okuqinisekile kokusetshenziswa kwezinto zenani eliphezulu. Ngisho nalesi simo samanani aphezulu amathikithi, isigaba sezicathulo sahlala siqinile ku-Top 4 ngemali engenayo ye-R $ 202 million, okuqinisekisa ukuthi umthamo wokuthengiselana uhlala uphezulu ngokuhambisana nerekhodi lemali engenayo," usho kanje.
 

Uma kuqhathaniswa neBlack Friday 2023, engenise imali eyizigidi eziyizinkulungwane ezingama-R3.95, ukunyuka kwalo nyaka bekungama-20%. Uma kuqhathaniswa noLwesihlanu lokugcina lukaNovemba 2022, ukukhula kube ngo-11.6%. Emininingwaneni yakamuva yomlando, uLwesihlanu Olumnyama lwalo nyaka lube ngowesibili kuphela ku-Black Friday 2021 emalini engenayo, isikhathi lapho i-e-commerce yayingaphansi kwethonya lobhubhane lwe-COVID-19, olukhiqize u-R5.13 billion.

NgokukaBicalho, iBlack Friday 2025 ayizihlanganiseli nje kuphela ngamavolumu okwenziwayo, kodwa futhi nangokuthuthuka kokuziphatha kwabathengi. “Ukulindela ukuthenga phakathi noNovemba kuvumele abathengi ukuthi bahlukanise isabelomali sabo ngobuhlakani: ukuvikela izinto ezenzekayo nezemfashini isonto lonke (okukhiqiza umthamo) kanye nokugcina imali eyinhloko 'yokuthenga okufunayo' (ama-TV nezinto zikagesi) ngoLwesihlanu olusemthethweni. okujwayelekile, okuletha isonto eliqine kakhulu emlandweni wakamuva walo mkhakha,” uyengeza.

Mayelana nenkundla yeBlack Friday Hour by Hour

Ucwaningo belusekelwe kudatha ekhishwe ku-Black Friday Hour by Hour Platform, eyakhiwe u-Confi Neotrust, inkampani eqapha i-e-commerce yaseBrazil. Inkundla ivumela abathengisi ukuthi benze ukuhlaziya kokusebenza ngendlela oyifisayo ngokuya ngombono wabo webhizinisi kanye nolwazi lokufinyelela olunikeza ukubuka konke komkhakha, ngezibuyekezo zehora nezinkomba zamasu (imali engenayo, amayunithi athengisiwe, amanani akhokhiswayo, nesabelo semakethe) ngezigaba ezingaphezu kwezinkulungwane ezimbili ze-e-commerce nezigatshana, okuhlanganisa ukuhlukaniswa ngesifunda nesimo sezwe.

Ububanzi bedatha

I-Confi Neotrust iqapha ukuvela kwe-e-commerce landscape, ngokusekelwe emisebenzini yangempela evela ezitolo zozakwethu ezingaphezu kwezinkulungwane eziyisikhombisa, enikeza ukuhlaziya kokuthengwayo namaphrofayela wabathengi bedijithali abangaphezu kwezigidi ezingu-80. Ucwaningo lwenziwa ngokusekelwe olwazini oluqoqwe ngokuqhubekayo kubathengisi abaku-inthanethi ezweni lonke, okuhlanganisa isilinganiso sama-oda ayizigidi ezi-2 ngosuku.

Ukuthengiswa kukaShopee Black Friday kukhule ngaphezu kuka-90% uma kuqhathaniswa nonyaka odlule.

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Ukuthengiswa kukaShopee Black Friday kukhule ngaphezu kuka-90% uma kuqhathaniswa nonyaka odlule.

I-Shopee indawo uLwesihlanu Olumnyama olukhulu kunawo wonke owake wabakhona ezweni ngalolo Lwesihlanu , ngokunyuka kwevelu yokuthengisa engaphezu kuka-90% uma kuqhathaniswa nesikhathi esifanayo ngonyaka odlule. Kanye ne-11.11, isiteji siphetha inyanga yomlando kusukela ekuqaleni kokusebenza kwayo eBrazil.

"Isizini yezitolo yango-2025 ibe yinhle kakhulu kwaShopee. Siqale ngo-11.11, okuqophe izinto eziyizigidi ezingu-20 ezithengiswe ngosuku olulodwa, futhi siyaqhubeka nokuphula amarekhodi kuleli sonto le-Black Friday. Imiphumela ibonisa amandla okusebenza kwethu e-Brazil, ngokukhula okungaguquki ekuthengisweni nasekuhlanganyeleni, ngaphezu kwabathengi abasha nabathengisi ababa nomthelela omuhle njalo ngonyaka," kusho u-Headee Marketing Felipe, u-Felipe Marketing, u-Felipe Market .
 

Ubufakazi balokhu ukuthi osomabhizinisi abancane nabamaphakathi baphindaphinde ukuthengisa kwabo ngoNovemba futhi, ezimweni eziningi, bafinyelela inani eliphakeme kakhulu lemali engenayo yonyaka phakathi nenkathi yokuphromotha. Lokhu kwakunjalo ngoThayse Oliveira , ovela ku -Mix Lar Utilidades , owaphula irekhodi lakhe lokuthengisa lanyanga zonke kule nkathi yokuthenga. "Selokhu ngajoyina inkundla eminyakeni engu-3 edlule, imali yami engenayo ikhule inyanga nenyanga. I-Black Friday ingivala unyaka wamaphupho kimi. Ngikwazile ukwethula uhlobo lwami, ngaba nokukhiqiza kwami, ngaphinda kabili inzuzo yesitolo, iqhutshwa yisidingo sakwaShopee," kubungaza usomabhizinisi.

Njengenye yezinto ezikhangayo ezinkulu zalolu Lwesihlanu Olumnyama, inkundla inikeze amakhuphoni esaphulelo sika-R$200 esigabeni "Izitolo Ezisemthethweni" , okube nesandla ekusebenzeni okuqinile kosuku. Phakathi kwemikhiqizo enezibalo zokuthengisa eziphakeme kakhulu kulo Lwesihlanu bekunamagama afana ne-Britânia, i-Electrolux, i-Philco, ne-MadeiraMadeira, okuqinisa ukukhetha okubanzi okutholakala kubathengi endaweni yemakethe.

Phakathi kwemikhakha ekhule kakhulu ekuthengisweni uma kuqhathaniswa neyangonyaka odlule iBlack Friday kubalwa iComputer and Accessories (200%); Imishini Yasekhaya (+100%); Igrosa (+90%) kanye Nokunakekelwa Kwasekhaya (+90%).

Athengisa kakhulu 

Umkhiqizo odayise kakhulu usuku lonke bekungama -smartphones , anamayunithi angaphezu kuka-300,000, alandelwa ama-consoles wegeyimu yevidiyo, anamayunithi angaphezu kuka-170,000, kanye ne-panettone , anamayunithi angaphezu kuka -13,000 athengisiwe . Uma kuqhathaniswa no-2024, inkundla iphinde yakhombisa ukukhula okubalulekile ekuthengeni izinto zenani eliphakeme, ngemikhiqizo efana nama-air conditioner, abalandeli, amabhayisikili okuzivocavoca, amathelevishini, nama-microwaves ehamba phambili ohlwini.

Ukulethwa okusheshayo nokusebenza kahle kakhulu phakathi nesizini
. Isizini enkulu yokuthenga yango-2025 iveze ukulethwa okusheshayo nangempumelelo, okuwumphumela wenqubekelaphambili kaShopee kwingqalasizinda yayo yezokuthutha.

Inkampani iphinde yaphinda kabili umthamo wayo wokucubungula iphakheji uma kuqhathaniswa noNovemba 2024 ngenxa yemizamo eminingana, njengokuvulwa kwesikhungo sokusabalalisa eSão Bernardo do Campo (SP), esihlala inkampani enkulu kunazo zonke e-Brazil futhi icubungula ama-oda afinyelela ezigidini ezingu-3.8 ngosuku; ukunwetshwa kwesikhungo sokusabalalisa ukugcwaliseka eFranco da Rocha (SP), enendawo yaso ephindwe kabili ukuze kuhlangatshezwane nesidingo esikhulu; kanye nokwethulwa kwakamuva kwendawo entsha e-Itajaí (SC), eqinisa ukusebenza eNingizimu yezwe, phakathi kokunye.

Usuku Lokunikeza

Kulabo abafisa ukuqeda isizini yezitolo ngokuthinta ubumbano, uShopee umkhankaso okhethekile ngoDisemba 2 Giving Tuesday, inhlangano yomhlaba wonke eyakhiwe e-United States njengempendulo yokupha ku- Black Friday naku-Cyber ​​​​Monday .

Inkundla izohlinzeka ngekhuphoni lembuyiselo engu-100% (elinganiselwe ku-R$20) esebenza izinyanga ezingu-3 kubasebenzisi abenza iminikelo nge -Shopee Donations ngalolu suku. Ukwengeza, ngomhla ka-2 Disemba ngo-1 PM , indawo yemakethe izosingatha umcimbi obukhoma okhethekile onikezelwe kuma-NGO ozakwethu ayi-12 .

Ukuze ubambe iqhaza emkhankasweni, vele ufinyelele -Shopee Donations kuhlelo lokusebenza (elutholakala ku-Android) noma ngewebhu, khetha isikhungo osithandayo, bese ukhetha inani lomnikelo. Inani elinikelwe lidluliselwa ngokuphelele ku-NGO ekhethiwe. Ngemva kwezinsuku eziyisikhombisa, umsebenzisi uthola imbuyiselo ngezinhlamvu zemali zakwaShopee, ezofakwa endaweni ethi “Izinhlamvu Zami” ngaphakathi kwethebhu ethi “My Wallet” ohlelweni lokusebenza.

Ilungiselela idethi yokugcina ephindwe kabili yonyaka kanye noKhisimusi.

U-Shopee usevele ulungiselela Indali kaKhisimusi yango-12.12 , ephawula ukuphela kwesizini yezitolo yango-2025 futhi iqala ukujaha kokugcina kukaKhisimusi. Inkundla izonikeza u-R$15 wezigidi zamakhuphoni esaphulelo , kanye nokuthunyelwa kwamahhala kokuthengiwe okungaphezu kuka-R$10 , ukwandisa amathuba alabo abafuna ukwenza noma ukunezela ekuthengeni kwabo kokuphela konyaka.

Kusukela ngomhla ka-2 Disemba, inkundla yethula "izipho eziyi-12 kuze kube umhla ka-12/12" . Kusukela ngomhla ka-2 kuya ku-Disemba 11 , isipho esisha, inzuzo, noma inzuzo izovezwa nsuku zonke. Abathengi bangafinyelela ikhasi lomkhankaso futhi basebenzise isipho sosuku , baqongelele amathuba kuyo yonke iphromoshini.

Ngaphezu kwalokho, phakathi kuka-December 12 nokuphela konyaka, u-Shopee uzoba ne- microsite ekhethekile eqokomisa imikhiqizo ethengiswa kakhulu ka-2025 , esebenza njengombukiso wamathrendi kanye nethuba elisha labathengi lokuthenga izinto abazithandayo zonyaka ngamanani ancintisanayo.

Ngosuku olwandulela uLwesihlanu Olumnyama lubona ukunyuka kwama-34% emalini engenayo ye-e-commerce.

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Ngosuku olwandulela uLwesihlanu Olumnyama lubona ukunyuka kwama-34% emalini engenayo ye-e-commerce.

Ngobusuku bangaphambi koLwesihlanu Olumnyama, i-e-commerce yaseBrazil ifinyelele imali eyizigidi eziyizinkulungwane ezingama-R2.28, okuwukunyuka okungama-34.1% uma kuqhathaniswa nangaphambi koLwesihlanu Olumnyama lwangaphambilini. Ukuhlaziya kucubungula ukuthengiswa okuqoqiwe okwenziwe ngoNovemba 27 futhi kuqhathanise izibalo ezirekhodwe ngomhla ka-Novemba 28, 2024, ngobusuku bangoLwesihlanu Omnyama wangonyaka odlule. Idatha ikhishwe ku-Hora Hora Platform ye-Confi Neotrust, inkampani yezobunhloli bemakethe eqapha i-e-commerce yase-Brazilian.

Isibalo sama-oda sona sibe phezulu ngo-63.2%, nama-oda aqediwe angu-5.9 million uma kuqhathaniswa nezigidi ezingu-3.6 ngonyaka odlule. Isilinganiso sentengo yamathikithi, nokho, sehle ngo-17.87%, sibhalisa u-R$ 385.65 ngoNovemba 27, 2025, uma siqhathaniswa no-R$ 469.51 ngobusuku bangaphambi koLwesihlanu Olumnyama 2024, okubonisa ukuthi abathengi bathenga okuningi, kodwa bakhetha izinto ezinenani eliphansi elimaphakathi. Izigaba ezagqama kakhulu ngobusuku bangaphambi kweBlack Friday yilena: omabonakude (R$ 150.6 million), ama-smartphone (angenayo imali eyizigidi ezingama-R143.4) nezicathulo (R$ 111.7 million).

Uma kucatshangelwa isikhathi esisuka ku-November 1 kuya ku-27, 2025, ukuthengisa kuhlala kuqinile, ngemali engenayo engu-R$ 39.2 billion, ukukhuphuka kwama-36.2% uma kuqhathaniswa no-2024. Mayelana nenani lama-oda, ukukhula kwaba ngu-48.8%: 124.9 million ngo-2025 uma kuqhathaniswa nezigidi ezingu-83.9 ngenyanga. 313.98 ngo-2025 uma kuqhathaniswa ne-R$ 343.26 kusukela ngomhlaka-1 Novemba kuya kumhla zingama-27, 2024.

NgokukaLéo Homrich Bicalho, Inhloko Yebhizinisi kwa-Confi Neotrust, ukuvalwa kwesigaba sangaphambi koLwesihlanu Omnyama (Novemba 24-27) kuhlanganisa ijika lokusheshisa elinolaka, elifinyelela ku-R$ 7.2 billion ekuthengisweni okuqoqiwe kanye nezinto ezingaphezu kwezigidi ezingama-51 ezithengisiwe.

"Okugqame kakhulu kube ngoLwesine (27), okuphule umgoqo we-R$ 2.28 Billion ngosuku olulodwa futhi kwaqopha ukukhula okuphezulu kakhulu kweviki (+34.1%), okufakazela ukuthi isu lokulindela laliwujuqu ekuthumbeni umthengi ngaphambi kokuvula okusemthethweni ngoLwesihlanu. Yilokhu ebesivele sikubikezele ngokucabangela kwe-Black November esibe nosuku olu-1 oluphezulu kakhulu ngayo irejista kuze kube manje. Ukwehla kancane kwethikithi elimaphakathi, nakho, kungachazwa ngokuthile esikubonile eminyakeni edlule: umthengi ugodla ukuthengwa kwemikhiqizo enenani eliphezulu ngo-Black Friday,” uyahlaziya.

Mayelana nenkundla ye-Black Friday Hora a Hora

Ucwaningo belusekelwe kudatha ekhishwe ku-Black Friday Hour by Hour Platform, eyakhiwe u-Confi Neotrust, inkampani eqapha i-e-commerce yaseBrazil. Inkundla ivumela abathengisi ukuthi benze ukuhlaziya kokusebenza ngendlela oyifisayo ngokuya ngombono wabo webhizinisi kanye nolwazi lokufinyelela olunikeza ukubuka konke komkhakha, ngezibuyekezo zehora nezinkomba zamasu (imali engenayo, amayunithi athengisiwe, amanani akhokhiswayo, nesabelo semakethe) ngezigaba ezingaphezu kwezinkulungwane ezimbili ze-e-commerce nezigatshana, okuhlanganisa ukuhlukaniswa ngesifunda nesimo sezwe.

Ububanzi bedatha

I-Confi Neotrust iqapha ukuvela kwe-e-commerce landscape, ngokusekelwe emisebenzini yangempela evela ezitolo zozakwethu ezingaphezu kwezinkulungwane eziyisikhombisa, enikeza ukuhlaziya kokuthengwayo namaphrofayela wabathengi bedijithali abangaphezu kwezigidi ezingu-80. Ucwaningo lwenziwa ngokusekelwe olwazini oluqoqwe ngokuqhubekayo kubathengisi abaku-inthanethi ezweni lonke, okuhlanganisa isilinganiso sama-oda ayizigidi ezi-2 ngosuku.

I-Magalu Group ijoyina Uhlelo Lwe-YouTube Shopping Affiliate for Black Friday.

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I-Magalu Group ijoyina Uhlelo Lwe-YouTube Shopping Affiliate for Black Friday.

I-Magalu Group imemezela ngokusemthethweni ukungena kwayo ku-YouTube Shopping Affiliate Program, ubambiswano lwesu oluhlanganisa amabhrendi amakhulu ku-ecosystem yawo - i-Magalu, i-Netshoes, i-Época Cosméticos, ne-KaBuM! - ngqo endaweni yesikhulumi yevidiyo. Ukwethulwa kufakwe isikhathi esifanelekile phakathi nesonto langoLwesihlanu Olumnyama, okwandisa ukunikezwa kwezigidi zabathengi kanye namandla okwenza imali abadali bokuqukethwe.

Ngalokhu kuhlanganiswa, kusukela namuhla, abasebenzisana ne-YouTube bazokwazi ukufinyelela ngokuqondile kukhathalogi yemikhiqizo ebanzi nehlukahlukene kaMagalu ne-Netshoes, okubavumela ukuthi bamake imikhiqizo kumavidiyo, izikhindi, nokusakaza bukhoma, baguqule izethameli zabo zibe ukuthengisa ngokomdabu kanye namakhomishini. I-Época Cosméticos ne-KaBuM! bazokwenza ukuthi imikhiqizo yabo itholakale emasontweni ezayo. Lesi sinyathelo siqinisa isikhundla sika-Magalu njengengqalabutho kwezohwebo kwezenhlalo e-Brazil.

"Sinesisekelo esiqinile kwezentengiselwano zomphakathi. Ngokwesiko, umcimbi wethu obukhoma we-Black Friday wenzeka ku-YouTube, ngefomethi ehlanganisa ezokuzijabulisa nezohwebo bukhoma, futhi kulo nyaka uzokwenzeka ngokuqondile ku-Galeria Magalu, isitolo sethu somqondo esisha esihlanganisa yonke i-ecosystem yeqembu," kusho u-Felipe Cohen, i-CMO yaseMagalu. "UMagalu ungumholi wemakethe kwezobuchwepheshe nezinto zikagesi zasekhaya. UNetshoes uphambili empahleni yezemidlalo. Ukunikeza abadali bokuqukethwe kwe-YouTube Shopping ukufinyelela kule khathalogi yomkhiqizo kuhambisana ngokuphelele nomsebenzi wethu wokulethela abaningi okuyilungelo kwabambalwa."

“Ukufika kweqembu le-Magalu kuyizindaba ezinhle emphakathini wabadali e-Brazil. I-YouTube iyindawo engokwemvelo yalabo abafuna ukubuyekezwa nogqozi lokuthenga, futhi njengoba kuqhubeka i-Black Friday, ukubambisana no-Magalu kukhulisa inani esililetha kubadali nabasebenzisi bethu, ikakhulukazi ngedethi eyodwa enkulu yokuthengisa yase-Brazilian,” kubungaza u-Clarissa Orberg, Inhloko Yezentengiselwano Ye-YouTube, Uzakwethu Wemidlalo Ye-YouTube kanye ne-YouTube Gaming.

I-ecosystem yezinzuzo zabadali.

Abasebenzisana ne-YouTube Shopping manje sebezokwazi ukunikeza ngemikhiqizo evela ezitolo ezinkulu ezintathu ku-ecosystem eyodwa. Lokhu kwehlukahlukana kuqinisekisa ukuthi abadali kuma-niches ahlukahlukene - kusukela ku-electronics unboxing kuya kwezokufundisa zezimonyo nokubuyekezwa kwamateku - bangathola imikhiqizo ehambisana nezithameli zabo, okwandisa amandla okusebenza.

Ngokutshalwa kwezimali okuvela ezitolo ezinkulu, i-Topsort isheshisa ukwanda komhlaba wonke kwemidiya esekwe ku-AI.

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Ngokutshalwa kwezimali okuvela ezitolo ezinkulu, i-Topsort isheshisa ukwanda komhlaba wonke kwemidiya esekwe ku-AI.

I-Topsort, okuyinkampani yomhlaba wonke esebenza nge-Retail Media, ithole utshalomali olusha oluvela ku-W23 Global, isikhwama semali yamazwe ngamazwe esisekelwa abathengisi bezitolo ezinkulu ezinhlanu emhlabeni: i-Tesco, i-Ahold Delhaize, i-Woolworths Group, i-Empire Company Limited/Sobeys Inc., ne-Shoprite Group.

Ukutshalwa kwezimali kuqinisa inqubekelaphambili ye-Topsort ekudaleni amamodeli asebenza kahle kakhulu okuthi abathengisi, amabhrendi, nama-ejensi avula kanjani futhi alinganise imidiya ekuthengisweni. Komsunguli kanye ne-CEO u-Regina Ye, ukutshalwa kwezimali kuphawula isigaba esisha somkhakha. "I-Retail Media ingena enkathini yayo ye-AI neyezinga, lapho abathengisi, izimakethe, kanye nemikhiqizo ingasebenza endaweni ehlala ijwayelekile futhi esobala. Ukwesekwa okuvela ku-W23 Global kusheshisa umgomo wethu wokuqhuba izinto ezintsha nokusebenza kahle kulo lonke uchungechunge," usho kanje.

I-W23 Global itshala imali ezinkampanini ezifana ne-Topsort, ezishintsha ukuthengisa ngobuchwepheshe. Ngokusho kuka-CEO u-Ingrid Maes, "I-Topsort yenza lula imidiya yokudayisa endaweni ekhula ngokushesha. Ubuchwepheshe bayo endalini engabhidiyo buvumela ukwanda kwamanethiwekhi emidiya futhi iqinisekisa ukuthi abathengisi abaningi bafinyelela izethameli ezifanele ngokuphumelelayo."

Ngo-2025, i-Topsort yandisa ukufinyelela kwayo emhlabeni wonke futhi yaqala ukunikeza izixazululo eziphelele kumikhiqizo, abathengisi kanye nezimakethe. Intuthuko yakamuva ihlanganisa amathuluzi axhuma abakhangisi eziteshini ezihlukene, efaka izimpawu zesitolo kudijithali ngokugxila kubumfihlo, futhi asebenzise izindlela zokuthuthukisa ezisekelwe ku-AI.

Ingqalasizinda ye-Topsort isekela ukwenza imali kwabathengisi abakhulu emhlabeni wonke, ivumela amafomethi afana nezikhangiso ezixhasiwe, izibhengezo, nemidiya engaphandle kwekhaya ngaphandle kokudinga imizamo ebalulekile yobunjiniyela. Ngokuka-Regina Ye, "ngokulinganisa nokuzenzakalelayo, i-Topsort isekela ukwakhiwa kwe-ecosystem ye-Retail Media elula, exhumeke kakhulu, futhi egxile emiphumeleni."

Usuku oluphenduke inyanga: indlela iBrazil eguqule ngayo uLwesihlanu Olumnyama lwaba isenzakalo sebhiliyoni yamadola, enamandla kakhulu kunase-US.

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Usuku oluphenduke inyanga: indlela iBrazil eguqule ngayo uLwesihlanu Olumnyama lwaba isenzakalo sebhiliyoni yamadola, enamandla kakhulu kunase-US.

IBlack Friday yafika eBrazil ngo-2010 ngendlela enamahloni, ecishe ibe yokuhlola. Bekunezitolo eziku-inthanethi ezingaba ngu-50 ezizama ukuphindaphinda umnyakazo waseMelika, kuze kube yileso sikhathi, owawubonakala uqhelelene nendlela yomthengi waseBrazil. Kwaba yindaba nje ngaphambi kokuba izwe lenze lokho elikwenza kangcono kakhulu: lithathe umqondo omuhle, lizivumelanise nesigqi salo, futhi landise laze laba yinto yamasiko nezomnotho.

Namuhla, ngemva kweminyaka engu-14, i-Brazilian Black Friday ayigcinanga ngokusungulwa kodwa iyekile ukuba uLwesihlanu nje. Isiphenduke Iviki Elimnyama, yadlulela kuNovemba Omnyama, futhi yashintsha yaba uhlobo "lwe-pre-Christmas esemthethweni" yokuthengisa kanye nesinye sezikhathi zokusatshalaliswa kwezimali ezinkulu kakhulu ezweni, futhi lolu shintsho alunangqondo: lungokwezibalo.

Ngo-2024, ngokusho kwedatha evela ku-E-Commerce Brasil, inkathi ye-Black Friday yenza u-R$ 9.38 billion, ukukhula ngo-10.7% uma kuqhathaniswa no-2023. Ekudayiseni ngokomzimba, inkomba ye-ICVA ibhalise ukukhuphuka okungu-17.1%. Futhi ngo-2025, izilinganiso ezivela kwa-ABIACOM (Brazilian Association of the Electrical and Electronic Industry and Commerce) phrojekthi yeqa iye ku-R$ 13.34 billion endaweni yedijithali iyodwa.

Ngaphezu kwalokho, ucwaningo lubonisa ukuthi abantu baseBrazil bahlela okwengeziwe: idatha evela ku-CNDL/SPC Brasil ibonisa ukuthi u-70% wabathengi sebevele basebenzisa i-Black Friday ukuze balindele ukuthenga ngoKhisimusi, kanti abanye abangu-54% bathi bonga imali unyaka wonke ukuze basebenzise u-November. Ukuziphatha okusha, okulungiselelwe imakethe eqhudelana kakhulu kanye newindi lezomnotho elithile kakhulu: ukujovwa komholo weshumi nantathu, umoya wenjabulo uyasondela, kanye nomthengi owaziswa kakhulu ngaphambi kokuthatha isinqumo.

EBrazil, uNovemba uyinkathi ngokwayo. Futhi leyo sizini inenzuzo enkulu.

IBrazil Black Friday isishintshile yaletha imikhakha emisha emdlalweni.

Ngenkathi ezinguqulweni zakuqala impi yayimayelana nomabonakude, ama-smartphone, nezinto zikagesi zasekhaya, namuhla i-Brazil inokwakheka kwezwe okuhluke kakhulu. Njengoba abathengi baya ngokuya belangazelela ukuthenga, izinkampani eziningi zizama ukubamba ucezu lwalo phayi wamadola ayizigidigidi.

Ngisho nokudla okusheshayo sekungene ngokuphelele embangweni.

Ngokwesibonelo, u-Bob's ukubheja emikhankasweni egamified ngezaphulelo eziqhubekayo, lapho izinto zakudala zizothengiswa nge-R$1, iqhinga elikhuluma nomthengi osevele ejwayele imodeli "yemishini," "isipiliyoni," nemiklomelo. U-Burger King no-McDonald's nabo baqinisa ukunikezwa kwabo okunonya, beqonda ukuthi i-Black Friday ayisasebenzi nge-electronics futhi isimayelana nokuba khona ohambweni lokuthenga lwekhasimende.

"Amakhasimende azulazula ku-inthanethi, kodwa nasezinxanxatheleni zezitolo nasezikhungweni zezentengiso efuna amaphromoshini. Imikhiqizo efuna ukuhambisana kumele ibe nabo kulo lonke lolu hambo. Ukunikeza okwakudala okuthandwayo ngamanani ahehayo kuyisu ngoba kuthwebula kokubili ukuthengwa okuhleliwe nokuthenga okungaguquki," kusho u-Renata Brigatti Lange , uMqondisi Wezokukhangisa wakwa-Bob.

Imikhiqizo ehlobene noKhisimusi nayo ilubonile ushintsho. I-Kopenhagen ne-Brasil Cacau, isibonelo, isiqalile ukusebenzisa uNovemba ukuze kukhuliswe ukuthengiswa kwe-panettone, ushokoledi, namasethi ezipho - into ngokomlando eyazuza kuphela ngo-December.

"Iminyaka eminingi, imikhiqizo kaKhisimusi yayingeyona ingxenye yokukhushulwa kwe-Black Friday. Kodwa, sihlaziya ukuziphatha kwabathengi, sabona ukuthi isifiso sokuthenga kanye nenhloko-dolobha etholakala ngoNovemba kudala isikhathi esifanelekile sokuthuthukisa ukuthengiswa kukaKhisimusi. Unyaka nonyaka, lolu suku luba isizinda ekhalendeni lethu, " kuchaza uRenata Vichi, oyi-CEO ye-Grupo CRM.

Kuyathakazelisa ukuthi ukunyakaza akugcini nje ekuthengiseni kwendabuko.

Ngisho nemikhiqizo yokungcebeleka kanokusho ne-premium manje ilwela ukunakwa ngabathengi. U-Sea-Doo, umholi wembulunga yonke ezikebheni zamanzi zomuntu siqu, ungene ngo-Black Friday ngamamodeli ezinga lokungena athengiswayo - isu eliqondise kubathengi ezifundeni ezisogwini noma emadolobheni anemifula okungahamba kuyo.

"I-jet ski, ikakhulukazi ezifundeni ezisogwini, ingaphezu nje kokungcebeleka: ezokuthutha, iwumthombo wemali yabaningi. Amamodeli ethu eleveli yokungena aba amathuluzi abalulekile empilweni yansuku zonke. Ukusebenzisa izikhathi lapho umthengi enemali eningi kube yimpumelelo kakhulu. Uma ucabanga ngezethameli ezihlosiwe ngezindleko eziphakeme ezimaphakathi nekhasimende ngalinye, i-Sea-Doo iyinketho enhle kakhulu ye-Sea-Doo yesipho sikaKhisimusi," kusho uMichael Codd Doo oyisipho esihle kakhulu se-Sea-Doo yoMphathi we-Sea-Doo waseBrazil.

Icala lika-Kärcher: lapho Iviki Elimnyama liba uKhisimusi wenkampani.

Phakathi kwezibonelo ezifanekisela kakhulu amandla e-Black Friday ezweni eka-Kärcher, umholi womhlaba wonke kwezokuhlanza izixazululo. Ibhrendi iphatha Iviki Elimnyama njengokuthi "Ukhisimusi waseBrazil," okufana nokubaluleka kwezohwebo kwaleso sikhathi.

Ngalezo zinsuku eziyi-10 nje, inkampani iyakwazi ukukhiqiza ngaphezu kwe-10% yemali engenayo yonyaka, okulindeleke ukuthi ifinyelele ku-R1 bhiliyoni ngo-2025, ikakhulukazi ukukhulisa ukuthengiswa kwamawasha anengcindezi ephezulu, abahlanza i-robot vacuum, nezixazululo zezilwane ezifuywayo.

Le nkampani ibeka ukusebenza kwayo ngenhlanganisela yezinto: ukukhula kwedijithali, ukuba khona okuqinile ezimakethe, ukuziphatha kokusesha okuqhutshwa ulwazi, kanye nokusetshenziswa kobuhlakani bokwenziwa ukubikezela isidingo, ukulungisa iphothifoliyo yayo, nokwenza okunikezwayo kube ngokwakho. Ngokusho kwenkampani ngokwayo, i-AI isiphenduke "imephu yomthengi."

"Iviki Elimnyama yisikhathi lapho yonke imizamo yethu yedijithali ihlangana khona. Sisebenzisa idatha ne-AI ukuze silindele ukuziphatha kwabathengi, silungise uhlu, futhi silethe ngqo lokho abakufunayo. Lokhu kuchaza ukuthi kungani lezi zinsuku eziyishumi zenza ngaphezu kuka-10% wemali yethu engenayo yonyaka," kugqamisa u-Vinicius Marin, Umphathi we-E-commerce e-Kärcher e-Brazil.

Kungani iBrazil yenze iBlack Friday "ingcono" kune-US?

E-United States, iBlack Friday isazungeza usuku olulodwa, ilandelwe yiCyber ​​​​Monday. E-Brazil, isiphenduke isizini ebonakala ngokuhlukahluka, ubuciko, namandla emikhakha eminingi.

Nakhu esinakho:

  • Izigaba ezengeziwe (kusukela ekudleni okusheshayo kuye kokunethezeka)
    • Izikhathi zokuqalisa ezinde (amaviki, hhayi izinsuku)
    • Ukuhlanganiswa okukhulu phakathi kwezitolo eziku-inthanethi nezenyama
    • Ukwenyuka kokusetshenziswa kwe-AI nedatha yokwenza kube ngokwakho
    • Umthengi ohleliwe nonolwazi

Futhi kukhona iphuzu elibalulekile: ngokungafani nabaseMelika, abathenga ngemuva kokubonga, abantu baseBrazil bathola iholo labo lezinyanga eziyi-13 lapho imikhankaso iqala. Kuyi-capital boost ekhuthaza lonke iketango.

Umphumela ulula: labo abangawuhleli uNovemba njengengxenye yekota engozini yokulahlekelwa ukuhambisana nemali engenayo.

IBlack Friday ayisekho ukuba umcimbi wokukhangisa futhi isibe yisahluko esibalulekile onyakeni wezimali.

UNovemba uyisiqalo esisha sikaKhisimusi, futhi ukungawunaki kuyabiza.

IBrazil ayizange nje yamukele uLwesihlanu Olumnyama: yalusungula kabusha. Iguqule idethi yaba i-ecosystem ehlanganisa izimboni, ububanzi bezintengo, iziteshi, nemikhuba. Kwamanye amabhrendi, uNovemba umele ithuba. Kwabanye, ukusinda.

Iqiniso liwukuthi, ngo-R$ 13 billion ohlongozwayo ekuthengisweni kwedijithali ngo-2025 kanye nokwanda kokuhlanganiswa phakathi kokuhlinzekwa, idatha, nokuziphatha, i-Brazilian Black Friday iyazihlanganisa njengomunye wamandla amakhulu kwezomnotho ekuthengiseni kuzwelonke.

Futhi noma ubani osacabanga ukuthi kuthatha amahora angu-24 kuphela uphuthelwa yinyanga yonke yamathuba.

ULwesihlanu Olumnyama: Amahora okuqala ayi-12 osuku lokukhushulwa abona ama-oda angama-650,000 ku-e-commerce, ngokusho kukaSerasa Experian.

Ukuvuselelwa kwe-E-Commerce
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ULwesihlanu Olumnyama: Amahora okuqala ayi-12 osuku lokukhushulwa abona ama-oda angama-650,000 ku-e-commerce, ngokusho kukaSerasa Experian.

Ekuseni ngolwesihlanu Olumnyama (Novemba 28) eBrazil, iSerasa Experian, inkampani yokuqala nenkulu kunazo zonke yedatha yedatha e-Brazil, ithole ama-oda* angu-650,000 abekwe kuze kube semini enkulu ekuhwebeni kwe-inthanethi, ngokusebenzisana kwedijithali phakathi kwabadlali bezwe abadayisayo. Kuleli nani, elihambise u-R619,293,765.94, ukuthengwa okungu-912 kuhlonzwe njengemizamo yokukhwabanisa, kuvinjwe ubuchwepheshe bokulwa nokukhwabanisa. Ukube beziqediwe, bezingenza imali engaphezu kuka-R800,000 yokulahlekelwa abathengi nezinkampani.

Lolu suku lungenye yezimatasa kakhulu ekhalendeni lokuphromotha lase-Brazilian - futhi, emahoreni okuqala angu-12, inani lokuthenga seliseduze nengqikithi yosuku lwangaphambilini, u-R$694 wezigidi. Izinombolo zibonisa isivinini esisheshisiwe sokusetshenziswa kwe-inthanethi futhi zigcizelela ukubaluleka kokwamukela ubuqiniso obuqinile nobuchwepheshe bokuqinisekisa ubuwena ukuze kuqinisekiswe ukuzizwisa okuvikelekile kubathengi namabhizinisi.

Imikhonyovu evamile namathiphu okuvimbela

Ngokusho kwedatha yenkampani yedatha, isonto lika-Black Friday 2024 libe nokwenyuka okungama-260% ekwakhiweni kwamakhasi obugebengu bokweba imininingwane ebucayi uma kuqhathaniswa namanye amasonto enyanga. Le ndlela iwuhlobo lomkhonyovu wedijithali lapho izigebengu zilingisa khona amawebhusayithi asemthethweni noma ukuxhumana okuvela ezinkampanini ukuze zikhohlise abasebenzisi futhi zithwebule idatha ebucayi, njengamaphasiwedi nolwazi lokukhokha. Uma kubhekwa okulindelekile komsebenzi oshubile we-e-commerce ngo-2025, isexwayiso sisekhona: lesi yisikhathi lapho abathengi kufanele baphindaphinde imizamo yabo mayelana nokuphepha kwe-inthanethi.

Kubathengi

• Qinisekisa ukuthi amadokhumenti akho, umakhalekhukhwini, namakhadi avikelekile futhi anamagama ayimfihlo aqinile okufinyelela izinhlelo zokusebenza;

• Qaphela okunikezwayo kwemikhiqizo namasevisi ngamanani angaphansi kakhulu kwenani lemakethe. Ngalezi zikhathi zokunyuswa okukhulu, kuvamile ukuthi izigebengu ze-inthanethi zisebenzise amagama ezitolo ezaziwayo ukuze zizame ukungena kukhompyutha yakho futhi ziqoqe idatha ebucayi. Basebenzisa ama-imeyili, imilayezo ye-SMS, namawebhusayithi mbumbulu ukuzama ukuqoqa ulwazi olufana nemininingwane yekhadi lesikweletu, amaphasiwedi, kanye nolwazi lomuntu siqu lomthengi;

• Qaphela izixhumanisi namafayela abiwe emaqenjini emiyalezo yenkundla yezokuxhumana. Zingase zibe nonya futhi ziqondise kabusha emakhasini angaphephile, zithelele amadivayisi ngemiyalo esebenza ngaphandle kolwazi lomsebenzisi;

• Bhalisa okhiye bakho be-Pix kuphela ngamashaneli asebhange asemthethweni, njengohlelo lwakho lokusebenza lwasebhange, ukubhanga ku-inthanethi, noma amagatsha asebhange;

• Unganikezi amaphasiwedi noma amakhodi okufinyelela ngaphandle kwewebhusayithi yebhange noma uhlelo lokusebenza;

• Faka imininingwane yakho yomuntu siqu kanye nemininingwane yekhadi kuphela uma uqinisekile ukuthi iyindawo evikelekile;

• Gada i-CPF yakho (i-ID yomkhokhintela wase-Brazil) njalo ukuze uqinisekise ukuthi awuzange ube yisisulu sokukhwabanisa.

Amathiphu wamabhizinisi: 

• Sungula izinqubomgomo zokuphepha zolwazi lwangaphakathi futhi uqondise abasebenzi ngezinqubo ezihamba phambili, ezifana nokusebenzisa amagama ayimfihlo aqinile nokubamba iqhaza ekuqeqesheni ukuqwashisa.

• Sebenzisa ukubethela ekudluliselweni kwedatha ukuze uvikele ulwazi olubucayi lwekhasimende kanye nenkampani ekunqandeni.

• Ukusebenzisa izixazululo zokulwa nokukhwabanisa ukuze kuncishiswe ubungozi bezezimali nesithunzi. Ukuba nochwepheshe abazinikele kanye nobuchwepheshe kwenza inkampani yakho ikulungele kangcono ukubhekana nemikhonyovu eyinkimbinkimbi.

• Sebenzisa ukuvikela okunezingqimba njengesu elimaphakathi. Amathuluzi ahlanganisiwe asebenza ezindaweni ezihlukene ohambweni lwedijithali futhi abalulekile lapho kubhekene nokukhwabanisa okuqhubekayo.

• Tshala imali ezisombululweni ezibuyekezwa ngokuqhubekayo, uqinisekise ukunemba kwedatha kanye nokuqina okukhulu ezinsongweni ezintsha.

• Qonda ukuziphatha komsebenzisi wakho futhi unciphise ukungqubuzana ohambweni lwedijithali, ngaphandle kokuphazamisa ukuphepha.

• Phatha ukuvimbela ukukhwabanisa njengenzuzo yokuncintisana: izixazululo ezihlelwe kahle zandisa ukuphepha, zehlisa ukulahlekelwa, futhi zithuthukise ulwazi lokuthenga.

*Inhlolovo ibheka kuphela imisebenzi eyenziwa phakathi kuka-00:00 no-12:00 ngomhla ka-11/28/2025 ehlaziywa ngu-Serasa Experian.

Zama ukuguqula i-e-commerce yemfashini futhi uchaze kabusha uhambo lomthengi.

Ukuvuselelwa kwe-E-Commerce
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Zama ukuguqula i-e-commerce yemfashini futhi uchaze kabusha uhambo lomthengi.

Ukuthenga imfashini ku-inthanethi bekulokhu kuwumsebenzi wokwethembana. Kungakhathaliseki ukuthi isithombe sivusa isifiso esingakanani, akukho lutho oluthatha indawo yokuzwakala kwendwangu, i-drape, noma ukunyakaza kwangempela kwengubo. Ukwesaba ukuthi umkhiqizo ngeke ulingane noma ubukeke umuhle kusabangela izigidi zabathengi ukuthi bayeke ukuthenga kwabo.

ZAMA kuvela ukuze uguqule lokhu okwenziwayo, unciphise ibanga phakathi kwedijithali nokomzimba ngokuletha okuhlangenwe nakho kwegumbi elifanelekile ukusuka esitolo esiphathekayo ukuya ekhaya lomthengi.

Ngemodeli yokuqala, imakethe iguqula isenzo sokuthenga sibe okuhlangenwe nakho okulula, okungenabungozi, nezinzwa. Ikhasimende lithola izinto elizifunayo ekhaya, lizizame, lizihlanganise nezingcezu zalo zezingubo, futhi libe namahora afinyelela kwangu-48 ukunquma ukuthi lifuna ukuthenga ini, likhokha kuphela lokho elikhetha ukukugcina. Okusele kuqoqwa ekhelini elifanayo ngaphandle kwezindleko ezengeziwe. Isevisi iqeda ukungaqiniseki okuvamile kokuthenga ku-inthanethi, yehlisa imbuyiselo, futhi ikhulisa ukuzethemba esinqumweni sokuthenga.  

"Cabanga nje kufanele ukhokhe ukuze uzame izingubo endaweni yokufaka esitolo esiphathekayo; bekungeke kube nengqondo. Kodwa yilokho kanye okwenzeka ngokuthenga ku-inthanethi, futhi leyo yinkinga esiyixazululayo. ZAMA iletha ulwazi, ukunethezeka, kanye nokukhululeka. Akusenangqondo ukuthenga imfashini ku-inthanethi ngaphandle kokucela i-Try kuqala," kusho u-Roberto Djian, umsunguli kanye ne-CEO ye-TRY.

Inkundla ihlanganisa ndawonye ukukhethwa okukhethiwe kwezitolo kusukela kubaklami abazimele kuya emagameni amisiwe, okuhlanganisa uGloria Coelho, uSara Chofakian, uSophia Hegg, uZeferino, uNeriage, Wasabi, kanye no-Amapô, asebevele bephakathi kozakwethu. Uhlelo lunikeza izinketho ezimbili zokulethwa: okwasendaweni, lapho ama-oda efika phakathi kwamahora angu-3 lapho ikhasimende lingaphakathi kwendawo ethile yesitolo esikhethiwe, kanye nezinga, nesikhathi sokulethwa esivamile. Kuzo zombili izinketho, ukuthunyelwa kuzoba mahhala lapho kwethulwa inkundla. Izintengo zomkhiqizo zizohlala zifana nalezo ezinikezwa izitolo ngamashaneli azo okusabalalisa, okuqinisa ukubonakala komnikelo. 

ZAMA ungenisa inkathi entsha ye-e-commerce yemfashini, ehlanganisa umhlaba oku-inthanethi kanye nokusebenzisana komkhiqizo wangempela ube yinto egxile kubathengi. Inkundla ichaza kabusha indlela yokuthenga imfashini ku-inthanethi—okwenza inqubo isebenze kakhulu, ithembeke, futhi ijabulise. Ukuqhubekela phambili, i-TRY ihlanganisa ubuhlakani bokwenziwa esakhiweni sayo, okuhloswe ngayo ukwenza uhambo ngalunye lokuthenga lube ngezifiso kakhulu, ixhumanisa umthengi nalokho okubonisa ngempela isitayela sakhe nezidingo zamanje.

Iwebhusayithi ye-TRY, etholakala ku-usetry.com.br , ihlelelwe ukwethulwa ngoNovemba ngenguqulo ye-beta, ilandelwe uhlelo lokusebenza. Ukusebenza kuzoqala ezifundeni eziseNingizimu naseNingizimu-mpumalanga, ngezinhlelo zokunwebeka kwezinye izindawo maduze.

Ngaphezu nje kwendawo yemakethe, i-TRY idalwe ngenhloso yokwenza izimpilo zabantu zibe lula futhi ivule isahluko esisha ebudlelwaneni phakathi kwemfashini nobuchwepheshe, okuhlangenwe nakho okubuyisela ekuthengeni ku-inthanethi ukuthintwa kwayo okukhulu kakhulu komuntu: isiqiniseko sokuthandana nalokho okugqokayo.

I-Black Friday inyusa ubungozi be-cyber yebhizinisi eLatin America.

Ukuvuselelwa kwe-E-Commerce
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I-Black Friday inyusa ubungozi be-cyber yebhizinisi eLatin America.

I-KnowBe4 inkundla eyaziwa emhlabeni wonke ye-cybersecurity ekhuluma ngokuningiliziwe ngokuphathwa kwengozi kwabantu kanye ne-AI, iphawula ukuthi izikhathi zonyaka zokusetshenziswa okuphezulu, njengoLwesihlanu Olumnyama noKhisimusi, zisephakathi kwezikhathi zobungozi obukhulu kakhulu be-inthanethi ezinkampanini kulo lonke elaseLatin America.

Ngalesi sikhathi, ukukhuphuka kwethrafikhi yedijithali, ivolumu ephezulu ye-imeyili, kanye nokugcwala kwethimba le-IT kudala "isiphepho esiphelele" sobungozi. Isimo senziwe sibe sibi nakakhulu izici ezivamile zomkhakha wokuthengisa, njengokusetshenziswa kwezisebenzi zesikhashana ezingaqeqeshiwe kanye nobunkimbinkimbi bezindawo zeziteshi eziningi ezihlanganisa izitolo ezibonakalayo, ukuhweba nge-e-commerce, izinhlelo zokusebenza, nezinhlelo zokukhokha.

Ngokusho kwe- Global Retail Report 2025 , ukuthengisa kuphakathi kwemikhakha emihlanu okuhloswe ngayo kakhulu emhlabeni. Izindleko ezimaphakathi zokwephulwa kwedatha kule ngxenye zifinyelele ku-$3.48 million ngo-2024 (IBM), okuwukukhuphuka ngo-18% uma kuqhathaniswa nonyaka odlule. I-Latin America ibonakala njengesifunda sesibili esihlaselwe kakhulu, sibala u-32% wayo yonke imizamo, ngemuva kweNyakatho Melika kuphela (56%). IBrazil iphakathi kwamazwe amahlanu ahlaselwe kakhulu yi-ransomware kwezohwebo.

Isebenza kanjani imikhonyovu evamile

Izigebengu ze-inthanethi zisebenzisa isivinini esisheshisiwe kanye nokuxhumana okwandayo phakathi nalesi sikhathi ukuze zifake imilayezo yomgunyathi ehlangana nesemthethweni. Lokhu kuhlasela kuthinta zombili izinkampani, okungenzeka zibe namasistimu azo ebucayini, kanye nabathengi, abavame ukwabelana ngedatha yomuntu siqu neyenkokhelo ngesikhathi sokuphromotha ku-inthanethi.

Omunye wemikhonyovu evame kakhulu ubandakanya ukukhushulwa okungelona iqiniso okulingisa okunikezwayo okuvela kubathengisi abakhulu futhi baqondise kabusha abasebenzisi kumawebhusayithi akhiqiziwe. Kulawa makhasi, ukungena ngemvume kwebhizinisi noma okomuntu siqu kanye namaphasiwedi ayantshontshwa futhi athengiswa ezinkundleni ezinonya.

Elinye iqhinga elivamile lihlanganisa imilayezo elingisa izexwayiso zobuchwepheshe, njengezibuyekezo zesofthiwe, ukusetha kabusha iphasiwedi, noma izaziso zokulethwa. Kubhalwe ngokomsebenzi futhi kubonakala kusemthethweni, lokhu kuxhumana kukhohlisa umsebenzisi ukuthi achofoze izixhumanisi noma avule amafayela anamathiselwe, okuholela ekufakweni kohlelo olungayilungele ikhompuyutha noma inhloli ekwazi ukuqapha imisebenzi, ukweba amakhukhi esikhathi, kanye nokuthwebula imininingwane egciniwe.

Le mikhonyovu isebenzisa izibangeli ezingokwengqondo njengokuphuthuma, umvuzo, nokujwayelana. I-imeyili esayinwe uzakwenu noma umnyango we-IT, isibonelo, mancane amathuba okuthi ingabuzwa uma umsebenzi uphezulu futhi nezinsuku zokugcina ziqinile. Lokhu kwenza isici somuntu sibe yindawo yokuqala yokungena yokuhlasela kwe-inthanethi.

Ukunciphisa ubungozi ngokusebenzisa isiko, ukuziphatha, nokuqeqeshwa okuqhubekayo.

Ukulwa nalolu hlobo lokukhwabanisa kudinga ukushintsha kwesiko phakathi kwezinhlangano. Izinhlelo zokuqwashisa eziqhubekayo nezilingiso zobugebengu bokweba imininingwane ebucayi zinganciphisa amathuba okuthi isisebenzi sihlanganyele nemilayezo enonya kufika ku-88% phakathi nezinyanga eziyi-12. Umbiko ugqamisa ukuthi, ngaphambi kokuqeqeshwa, ukuthambekela okumaphakathi kobugebengu bokweba imininingwane ebucayi (Phish-prone™ Percentage) ngu-30.7% emabhizinisini amancane, u-32% emabhizinisini amaphakathi, kanye no-42.4% ezinhlanganweni ezinkulu. Ngemuva kwezinsuku ezingamashumi ayisishiyagalolunye, lawa mazinga ehla aze afike cishe ku-20%.

"Lokhu kuguquguquka kukhombisa ukuthi ukuziphatha komuntu sekuqashelwe njengenye yezinsika eziphumelela kakhulu ekuvikeleni izinsongo ze-inthanethi, ikakhulukazi lapho abasebenzi befunda ukuhlonza izimpawu ezicashile zokukhwabanisa, baqonde amaqhinga okukhohlisa kwengqondo, futhi babe abahlanganyeli abakhuthele ekuvikelweni kwe-cybersecurity yenkampani," kusho u-Rafael Peruch, Umeluleki Wezobuchwepheshe we-CISO kwa-KnowBe4.

Ngaphezu kokuqeqeshwa, kubalulekile ukuqinisa izinqubomgomo zokuphepha zangaphakathi ngezikhathi zonyaka, ubuyekeze ukugeleza kokuxhumana, futhi usebenzise ukuqinisekiswa kwezinto eziningi (i-MFA) kuwo wonke amasistimu. Izinsiza ezifana nokuqeqeshwa kwesikhathi sangempela kanye nezixwayiso zobugebengu bokweba imininingwane ebucayi ezizenzakalelayo zisiza ekudaleni izimpendulo ezisheshayo emizamweni yokukhwabanisa.

"I-automation isiza ukuthola izinsongo, kodwa ukulawula ubungozi bomuntu okunciphisa ngempela ubungozi. Ngokusekelwa ubuhlakani bokwenziwa, singakwazi ukubona amaphethini okuziphatha futhi sidale izinhlelo zokuqwashisa eziklanyelwe inhlangano ngayinye," kuphetha uPeruch.

Ukuthengisa ngoMsombuluko olandela iBlack Friday kulindeleke ukuthi kudlule okwangoLwesihlanu, kusho ucwaningo.

Ukuvuselelwa kwe-E-Commerce
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Ukuthengisa ngoMsombuluko olandela iBlack Friday kulindeleke ukuthi kudlule okwangoLwesihlanu, kusho ucwaningo.

Abathengisi baseBrazil banethemba ngeBlack Friday, okulindeleke ukuthi ikhiqize imali engaphezu kuka-R5 billion, ngokusho kwe-CNC (National Confederation of Commerce). Kodwa-ke, u-2025 kufanele ahlanganise umkhuba osuvele ubonwe: ukusatshalaliswa kokuthengwa kwabathengi isonto lonke, nge-Cyber ​​​​Monday - uMsombuluko olandela isonto lokunikezwayo, ngo-December 1st - vele umele inani eliphakeme lokuthengisa le-e-commerce kunoLwesihlanu lapho usuku lugujwa ngokusemthethweni, Novemba 28.

Lesi ngesinye seziphetho zocwaningo oluhlaziye amaphethini okusetshenziswa kanye nama-oda angaphezu kuka-700,000 abekwe kumapulatifomu e-e-commerce aseBrazil phakathi nesonto leBlack Friday. Inhlolovo yenziwe i-Admitad, inkampani yezokukhangisa emhlabeni wonke kanye nobuchwepheshe, ngokubambisana ne-Flowwow, imakethe yamazwe ngamazwe yezipho nezimbali.

Zimbili izici eziyinhloko ezichaza lokhu kunyakaza. Enye yazo iphathelene nokuziphatha komkhakha wezokudayisa uqobo, ngokusho kukaMikhail Liu-i-Tian, ​​i-CEO ye-Flowwow eBrazil. "Izitolo eziku-inthanethi ziya ngokuya zisabalalisa okunikezwayo isonto lonke, ngezinye izinsuku, njengoLwesine, zedlule ngisho noLwesihlanu kubadlali abaningi. Le modeli ivumela abathengisi ukuthi balondoloze ukugeleza okuqhubekayo futhi bahlanganyele izethameli ezihlukene, kunokuba nje bagxilise imizamo ekukhuphukeni okukodwa kokuthengisa," usho kanje.

Kuyathakazelisa ukuthi ngonyaka odlule iCyber ​​​​Monday isivele idlule iBlack Friday ngenani lokuthengisa, futhi umkhuba kulo nyaka kulindeleke ukuthi uziphinde, kusho u-Anna Gidirim, oyi-CEO ye-Admitad. "Ezogesi, izimpahla zikanokusho, ifenisha, imfashini, nemikhiqizo yobuhle kufanele kube izigaba ezinenani eliphakeme kakhulu lentengo yamathikithi futhi kufanele imele ukweqa okukhulu ekuthengisweni kwe-reais (uhlobo lwemali yase-Brazil)."

Idatha nokuqagela

Ukuthambekela ukuthi ukuthengiswa phakathi nesonto le-Black Friday 2025 kuzomelela ukwanda okungafika ku-9% wenani kanye no-10% yenani - ukuhluka okurekhodiwe ngonyaka odlule, ngokusho kwe-Admitad, enesibopho sokuhlanganisa idatha yocwaningo.

Okunye okuzogqama kakhulu kuzoba izimakethe, ezihlanganisa izinhlinzeko ezinolaka futhi okulindeleke ukuthi ziphendule ngaphezu kuka-70% wama-oda aku-inthanethi kulo nyaka. "Ukubusa kwezimakethe kwenzeka kokubili phakathi kwezitolo ezinkulu nezincane, izinkundla ezikhethekile," kusho i-CEO ye-Flowwow eBrazil. "Ngaphezu kwesikali, izimakethe ze-niche zinokuthile abathengi baseBrazil abakwazisa kakhulu: umuzwa wokuzenzela kanye nobudlelwano nomthengisi. Lokhu kugcina kulula ngaphandle kokulahlekelwa ukuthintwa komuntu, into okunzima ukuyiphindaphinda emisebenzini emikhulu, ephakathi nendawo."

Ama-elekthronikhi (28%) nemfashini (26%) kulindeleke ukuthi amele ukuthengwa okukhulu okwenziwe ngalesi sikhathi, kulandelwe izigaba zekhaya nezengadi (13%), amathoyizi nezokungcebeleka (8%), ubuhle (6%) kanye nezemidlalo (5%).

Ukuziphatha kokuthenga futhi kubonisa ukuthi abathengi banaka kakhulu izinzuzo ezengeziwe zedethi. Cishe u-20% wasebenzisa amakhuphoni noma amakhodi okuphromotha, abangaphezu kuka-25% bakhethe imikhiqizo enembuyiselo, u-7% bakhangwa izinkundla zokuxhumana, abangaphezu kuka-13% benza izinqumo zokuthenga ngemva kokuphequlula ngaphambili kwezitolo nokukhetha okukhethiwe ezitolo ezixhumene nabo, kuyilapho u-18% bethonywe izinkundla zemidiya nokuqukethwe.

Izikhangiso zedijithali zisenomthelela obalulekile: u-5% wokuthenga uvela ezikhangisweni zezinhlelo zokusebenza zeselula kanti u-7% ubuqhutshwa izikhangiso ezinjinini zokusesha.

Ngemibandela yokuthenga enengqondo eyengeziwe nokunikezwayo okusatshalaliswa ezinsukwini ezimbalwa, abathengi base-Brazilian bavame ukuqinisa "Iviki LoLwesihlanu Olumnyama" njengemodeli eqinisekile—hhayi uLwesihlanu kuphela—okwenza i-Cyber ​​​​Monday ibe inkanyezi entsha yekhalenda lokuphromotha, ngesikhalo esinamandla sokunethezeka, ukwenza kube ngokwakho, nezaphulelo.

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