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    WhatsApp in Brazil: app usage in commerce grows 30,47%

    E-Commerce Update
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    WhatsApp in Brazil: app usage in commerce grows 30,47%

    WhatsApp recorded a growth of 30,47% in Brazil when used for messaging between customers and companies. The data is part of the reportMessaging Trends 2025, held annually by Infobip, cloud communications platform. Globally, the trend of using the app for purchasing, sales and consumer relationship is proving to be even stronger, with an increase of 53,8%

    The study, which was based on more than 530 billion mobile channel interactions on the Infobip platform around the world, pointed out that Brazil is among the countries that recorded the most growth in messaging across all types of platforms in Latin America. The use of digital channels for communication with customers was driven by sectors such as Telecommunications, with a growth of 76%, Media and Entertainment, that increased by 14 times, the Finance and Fintechs, that rose 22%

    An example of the effectiveness and practicality of the commercial use of WhatsApp in Brazil is the company Vai de Bus, that sells transportation top-ups in various cities. Through WhatsApp Payments, Meta's feature that had Infobip as the first company to carry out the technical integration and expansion of the feature in the country, Vai de Bus created a payment experience via PIX through WhatsApp. With this new feature, 98% of passengers chose this payment method, with 85% being the conversion rate for payments in purchases through the app. 

    Brazil is a success story when it comes to tools that work through WhatsApp due to the app's popularity in the country. "The Brazilian population tends to quickly adopt new technologies, and this makes it an interesting place for innovations". Furthermore, Infobip's mission is to help companies improve their customers' experience. Make transactions more agile, safe and practical is in line with this goal and this makes the population buy more with more satisfaction and that businesses grow and can gain performance with their teams, once chatbots can interact 100% in this process of selling services via WhatsApp, details Caio Borges, country manager of Infobip

    Besides the messaging app, Artificial Intelligence is another emerging technology that has gained prominence in recent years. "Thanks to the improvement of this feature, the challenge is no longer to use it, since many companies have adopted chatbots that use AI, for example, but rather to apply it in an integrated way across various communication channels to create a cohesive shopping journey, explain Borges

    With the popularization of chatbot systems, AI and messaging applications are experiencing constant growth in the conversational experiences market. Technology applications are becoming increasingly sophisticated, with companies looking to incorporate them into all their usage channels. Having multiple channels available to the customer is already a reality for many brands, but those that stand out the most are precisely the ones that have these channels strategically synchronized to provide continuous experiences, consistent and high quality, finalizes. 

    Artificial Intelligence reduces the integration time between companies from months to days

    E-Commerce Update
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    Artificial Intelligence reduces the integration time between companies from months to days

    In 2024, Brazil recorded 1.247 merger and acquisition operations, according to the consulting firm Kroll, and post-merger integration — known as Post-Merge Integrity (PMI) — it is a decisive moment for the success of these transactions. The Louro Tech, founded in 2024 by Felippe Pires, former partner of XP and current CEO, solved this problem by combining artificial intelligence (AI), real-time data consolidation and an advanced CRM, reducing the average time of the PMI from long months to just a few days. Currently, the company manages over R$ 20 billion in assets and is projected to reach R$ 100 billion by the end of 2025

    During the PMI, there are several barriers to be faced by the companies involved. Every minute counts. Integrating different systems is not just a technical issue – it is an operational risk that amplifies cultural shocks between teams. When essential information is lost in the transition, "what was supposed to be synergy becomes a problem", explain Pires.The specialist cites as an example, the data integration that he and Louro Tech carried out between two companies. Consolidate the historical commercial management data of the two companies to enhance synergies, for example, it would take at least two months. We reduced this time to three days, "performing the merger without losing a single piece of data", comment on the CEO. 

    Another facilitator can be the tool used by organizations to analyze and manage their data. If the companies involved in the merger or acquisition previously used the same tool, the post-merger transition becomes much smoother. "The fact of using the same data structure makes it much easier in PMI". And since the installation and implementation of the tool is very quick – we configure and implement in up to a week –, "we were able to merge companies more efficiently regarding data management", complements the CEO

    Studies indicate that 41% of mergers and acquisitions fail due to integration issues between companies, leading to significant financial losses. The inability to quickly consolidate strategic information can result in loss of customers, misalignment between teams and difficulties in adapting to new operational processes. The specialist explains that an office managing R$ 500 million in assets, for example, it can take an average of 16 hours a week correcting errors between disconnected spreadsheets — time that could be dedicated to acquiring new clients

    The efficient integration of data not only accelerates the operational transition, it also allows companies to ensure regulatory compliance and mitigate legal risks. Financial documentation and mandatory reports can be generated automatically, reducing errors and ensuring transparency for audits and regulatory bodies. "It is not just about consolidating data", but to ensure that the entire operation runs smoothly, avoiding regulatory sanctions and optimizing time, complements Pires

    This efficiency directly impacts talent retention within the companies involved in the merger. An agile and well-structured process minimizes uncertainties, reducing the turnover rate of key professionals. Companies that face prolonged and disorganized transitions often lose strategic talent to competitors, compromising business continuity. Louro Tech's technology facilitates team adaptation, ensuring that the merger achieves its growth and operational synergy objectives

    Mobiis announces the launch of a freight marketplace to connect carriers and shippers

    E-Commerce Update
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    Mobiis announces the launch of a freight marketplace to connect carriers and shippers

    A Mobiis, an ecosystem that connects SaaS solutions for the sake of transformation, efficiency and innovation of the logistics chain in Brazil, announces the launch of its freight marketplace, with the aim of connecting carriers and shippers quickly, efficient and safe. Developed to boost the logistics sector, the exclusive tool has more than three thousand approved carriers and a centralized platform for all operations, ensuring greater predictability and operational control

    Idealized for companies looking for new loads aligned with their profile or that wish to expand their customer network, the platform provides real business opportunities. The solution quickly and efficiently connects carriers facing challenges in finding loads compatible with shippers looking to distribute them strategically, ensuring competitive budgets and deadlines

    In this sense, Mobiis' freight marketplace offers a Service Level Agreement, known as SLA, and values defined in a single secure environment. "The shippers will offer their cargo to companies with a compliant profile and", above all, that already operate in the region of origin and destination of the cargo. This expands business opportunities with transparency and efficiency, while the complete connection is made in less than an hour, score Adriano Cagnini, operations director of Mobiis

    Adriano Cagnini, operations director of Mobiis (Disclosure)

    Mobiis will officially launch this feature during its participation in Intermodal South America, largest and most comprehensive logistics solutions event in the Americas. With the purpose of transforming the national logistics sector through innovation and efficiency, logtech was developed from the merger of the companies Pathfind and Fretefy
     

    With a portfolio of over five thousand renowned brands that use its robust and specialized solutions, like Heineken, Carrefour, FedEx, Riachuelo, Nestle, Algar Telecom, Votorantim, Gerdau, AAK, Ajinomoto and Consigaz, Mobiis projects a growth of 300% by the end of 2025

    RecargaPay guarantees more savings on Easter purchases

    E-Commerce Update
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    RecargaPay guarantees more savings on Easter purchases

    With the arrival of Easter and prices on the rise, RecargaPay is a more advantageous alternative for consumers who want to save without giving up on purchases during the period. When using the RecargaPay Credit Card, the customers receive 1,5% ofcashbackin all transactions and the balance is credited directly to the app's digital wallet – that still yields the equivalent of 110% of the CDI. Paying with the card, the purchase can still be paid in up to 18 installments, without bureaucracy
     

    About 102,6 million people plan to buy Easter items this year, according to a survey conducted by the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC Brazil). Meeting this demand, RecargaPay offers payment solutions that benefit consumers when gifting friends and family, whether with a credit card that refunds part of the amount spent or with the possibility of payment via Pix in installments, with the lowest rate in the market, of only 3,99%
     

    We know that Easter is one of the most relevant dates for the national retail, but we also recognize that the current scenario of rising prices in the country requires even more attention to financial control. That's why, at this moment we reiterate our role as a payment tool that combines convenience and savings at the time of purchases for Brazilians, with solutions that ensure more advantages for your financial life, evaluate Nelson Leite, VP of Payments at RecargaPay. "Our focus is always to enable conscious consumption", offering more control over spending and a more profitable return to our more than 10 million customers
     

    How to apply for the RecargaPay Credit Card

    On the app's home screen, select the option "Credit card" and tap on "Request now". Next, validate your identity, confirm the information and accept the terms and conditions. The credit limit will be defined based on the amount reserved in the portfolio, therefore, put a balance on the card to ensure the release. Finally, it is only necessary to review the data and complete the order. The approval is immediate, without annual fee, and the whole process happens simply, fast and safe
     

    The card is the only one in the category that offerscashbackof 1,5% on all purchases. With the guaranteed limit model, the customer defines how much they want to put on the virtual card and, consequently, how much can you spend, providing more control and financial organization. Furthermore, the reserved amount continues to earn automatically in the app wallet, with a yield equivalent to 110% of the CDI

    With creativity, online stores go beyond chocolate and increase revenue by 30% during Easter

    E-Commerce Update
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    With creativity, online stores go beyond chocolate and increase revenue by 30% during Easter

    According to Nuvemshop, leading e-commerce platform in Latin America, there was a 30% increase in revenue for small and medium e-commerce companies that invested in Easter, reaching R$ 3,9 million. About 88 thousand specific products were sold for the date, a growth of 28% compared to 2024

    Products registered as "Easter" on the platform grew by 42% in the number of items sold and 45% in revenue, moving more than R$ 1,6 million. As for the chocolates, symbols of the holiday for many people, there was a 5% drop in the total number of products sold in e-commerce

    Easter is the big moment of the year for candy shops and chocolate shops, however, for retailers from other segments, the holiday can be an extra opportunity to offer different products to the consumer. Currently, we have over 150 thousand customers on the platform, from the most diverse segments. On all commemorative dates, "we have retailers to offer options to all types of consumers", explain Carolina Lago, Brand and Content Manager at Nuvemshop. We seek to facilitate access to e-commerce for entrepreneurs, "but we also directly benefit the consumer by expanding the product offering according to each one's needs at any time of the year", finalizes

    The success in selling products from other segments is the case of Parafinesse, e-commerce of candles and aromatic products, who bet on a current trend and created two commemorative candles for the period: one of chocolate with orange and the other of pistachio, with the option to purchase them in an Easter egg-shaped packaging. The novelty pleased the customers and they had, only in March, a 37% increase in revenue; the average ticket, amount spent by consumer on the site, also grew 12%

    "At Easter", we are greatly impacted by images and offers of chocolate, however, there are people who do not consume it. Thinking about these people, we wanted to offer a product that evoked the comfort that the sweet is associated with, says Beatriz Costacurta, founder of Parafinesse. "It worked: the candles were so successful that we are considering keeping them in our permanent catalog", complement

    The data was collected from the Brazilian database of Nuvemshop retailers, during the period from March 14 to April 13 of 2024 and 2025

    Digital inclusion is the new engine of financial empowerment

    Laila Martins
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    Digital inclusion is the new engine of financial empowerment

    With the expansion of internet access and the use of digital platforms, millions of Brazilians have found training opportunities, entrepreneurship and insertion in the digital market. According to the TIC Domicílios 2024 survey, 84% of the population is connected and 74% use the internet for professional or educational activities, what highlights how connectivity has been consolidating as a bridge for economic and social development

    This advance, however, is not limited to generating income. It represents a concrete chance to confront historical inequalities, expanding access to resources that were previously restricted to a portion of citizens. So that such potential is fully realized, it is necessary to invest in digital infrastructure, professional training and in technologies that involve the active participation of everyone in the connected economy

    How digital inclusion creates income opportunities

    The internet opened doors that once seemed inaccessible. Work from anywhere, making extra income as a freelancer or even turning a hobby into a business has become a reality for many people. Those who need flexibility or face difficulties in the traditional market find in the digital space a more democratic environment. Starting an online business has also become simpler and cheaper, given that all it takes is a cell phone and a good idea to get started. Social networks like YouTube, TikTok and Instagram have become monetization platforms, while e-commerce continues to grow and create new horizons

    But it's not enough to have access to the internet, it is necessary to know how to use it to your advantage. Digital learning platforms offer practical courses that help develop skills valued in the market, making it easier to change careers or seek an extra source of income. Moreover, strategies like affiliate marketing and referral programs allow anyone to make money by connecting consumers to products and services. With more knowledge and tools at hand, the path to financial independence is becoming increasingly accessible

    And edtechs play an essential role in this transformation. In addition to providing training, many create partnerships with companies to bring professionals closer to real perspectives. Projects aimed at underserved communities ensure access to devices and connectivity, allowing more people to participate in the digital economy. In the end, digital inclusion is not just about technology — it's about giving equal opportunities for everyone to grow, to undertake and achieve a better life

    Challenges and paths

    There are still barriers in the way. Without adequate infrastructure, millions of people still lack access to quality internet, what limits work, learning and growth. Data from the TIC Domicílios 2024 survey reveals that 29 million Brazilians still do not have access to the internet, what reinforces the challenges of digital inclusion in the country. And even among those who use the network regularly, only 22% have "significant connectivity", that considers factors such as frequency of use, connection quality, access to appropriate devices and digital skills

    That is to say, the lack of training also prevents many from taking advantage of what technology has to offer. At the same time, the increase in virtual transactions brings new risks, like financial scams, making digital security a priority. Without effective public policies, digital inequalities tend to deepen

    On the other hand, technological advancements continue to pave the roads for us to travel. Artificial intelligence already enables people and companies to focus on more strategic tasks, while digital businesses are structured based on data and automation. Online education breaks down geographical barriers and expands access to knowledge, and new forms of monetization, how the creative economy and NFTs, they are opening paths for income generation

    E-commerce is another that is consolidating, democratizing digital entrepreneurship. Models like dropshipping and affiliate marketing make it easier for entrepreneurs to enter the market. Freelance work is growing, connecting professionals to opportunities anywhere in the world

    When connectivity, training and safety go hand in hand, the digital ceases to be a privilege and becomes a vector of transformation. The future of the economy depends on the active participation of everyone in this environment, true financial empowerment arises when technology is put to the service of equity

    Easter 2025: with 70% of consumers anticipating purchases, planning will be the differentiator of brands

    Caroline Mayer
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    Easter 2025: with 70% of consumers anticipating purchases, planning will be the differentiator of brands

    Easter has always been a reliable thermometer for how consumer behavior is doing, but in 2025, she promises to be even more significant. A recentresearch conducted by Globorevealed that83% of Brazilians intend to celebrate the date this year – a considerable increase in relation to the68% who celebrated in 2024. This change indicates a window of opportunities for brands and retailers. That's why, understanding the consumer in advance will make all the difference

    When we talk about buying behavior, we noticed that some patterns are being reinforced, while others evolve quickly. The food and beverage basket continues to be a protagonist during this time, especially due to the strong religious tradition that remains in the country65% of the respondents in the survey stated that they do not consume red meat on Good Friday. Furthermore, for73% of Brazilians, the Easter meal is more than just a simple celebration – it is a moment to gather friends and family. This data reinforces a key factor: the consumer is not just looking for products, and shared experiences, what creates opportunities for brands to position themselves emotionally and gain space in the emotional memory of customers

    The most interesting thing may be the behavior related to the purchase of chocolates and sweets. Nothing less than74% of Brazilians say they intend to buy Easter eggs, chocolates or sweetsin 2025. Among the general preferences of the population, the industrialized Easter eggs sold in supermarkets47% of respondents expressed interest in this product, growth of 1 percentage point compared to the previous year, artisanal eggs sold in specialty stores(49%)and industrialized chocolates(29%). This movement indicates a significant preference for industrialized products, what may be linked to both economic issues and the practicality and trust in well-known brands. For brands and retailers, this scenario suggests clear opportunities in convenience-focused strategies, perceived quality and in strengthening the trust relationship already established with the consumer

    In the logistical aspect, supermarkets and hypermarkets continue to lead, being the preference of 59% of respondents, enquanto lojas especializadas (33%) e atacadistas/atacarejo (23%) dividem o restante das preferências. This means that, although digitization is inevitable and essential, the physical and in-person experience remains a crucial point, especially on commemorative dates like Easter. Thus, omnichannel strategies should be carefully designed to integrate the best of both worlds

    Impact of the anticipation of purchases

    Another revealing point is the increasingly anticipatory behavior of consumers. In 2023, according to data from the campaign conducted by theMondelēz Brazilin partnership with RelevanC, 40% of the purchases took place between one month and eight days before Easter. In 2024, this anticipationincreased to 53%. Now, for 2025, the trend remains strong, with59% of consumers stating that they will make their purchases in advance – being approximately 25% one month before and 34% about 15 days before the date. This behavior reinforces the importance of starting promotional campaigns and communication strategies early enough to capture attention and meet consumer expectations

    This consistent evolution brings a clear message to brands: communication and commercial strategies need to start earlier than ever. Consumers are no longer waiting for last-minute deals; to the contrary, are planning financially and emotionally in advance. This behavior may be the result of a more cautious consumer, that searches for prices, options and quality in advance, valuing a secure purchase more than an impulsive one. 

    For the brands, the benefit of this anticipation is clear: longer campaigns allow for more effective branding actions, a more consistent relationship with the consumer and, consequently, best results in conversion and retention, as we saw in the successful example of Mondeléz

    The case of Mondeléz is a good example of what happens when a brand understands this dynamic. By anticipating your Easter campaign in 2024 and using behavioral data to segment actions, 53% of the sales were anticipated. Furthermore, the campaign brought new consumers to the brand50% were new buyers in e-commerce), what proves the potential for anticipation not only to increase immediate sales, but to expand the customer base in the long term. The fact that66% of transactions include additional products (tablets)indicates that the consumer, when reached earlier, is open to buying more and trying different products, since properly stimulated

    Competitive differential

    In this context, we can confidently say that anticipation will be a competitive advantage for Easter 2025. The brands that understand that almost70% of consumers are willing to make their purchases in advancewill be able to create more effective strategies, from segmentation to inventory management and advertising campaigns

    The great lesson is that consumers are more planned, more attentive and, above all, more demanding. Therefore, the ability of brands to anticipate demands, personalizing offers and ensuring a smooth experience will be crucial to make the most of this window of opportunities

    Easter 2025 will not just be about selling more chocolates, but about those who can establish genuine connections with the consumer, anticipating your expectations and ensuring a complete and memorable experience

    Delegating intelligently and developing leadership strengthens business growth

    E-Commerce Update
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    Delegating intelligently and developing leadership strengthens business growth

    One of the biggest obstacles to the growth of small and medium-sized enterprises is the entrepreneur's attempt to maintain absolute control over all decisions and processes. Although direct involvement in operations seems to signal commitment, this centralization compromises the scalability of the business and exhausts the manager's time. To expand consistently, it is essential that leaders learn to delegate with criteria and build teams prepared to take on responsibilities with autonomy

    SecondSamuel Modesto, business management specialist and business mentor, knowing what to delegate — and how to delegate — it is a strategic skill. "This does not mean that the manager is giving up control", but rather creating an intelligent system where each person contributes their best. The entrepreneur needs to step out of the operational role and take on their role as a leader of growth, evaluate

    Delegating is not abdicating: it is directing with clarity

    The first step for effective delegation is to identify which tasks truly require the business owner's attention and which can be safely delegated. The management of internal processes, routine service or the execution of operational tasks are clear examples of activities that can — and must — to be carried out by other people. "The most common mistake is thinking that no one does it as well as the owner". This mindset limits business growth and creates overload, comment Modesto

    However, delegating does not mean transferring a task and disappearing. It is necessary to provide guidance, monitor the results and be available to support the team. "The difference between delegating and abandoning is the ongoing responsibility". The leader must remain present, "monitoring indicators and providing feedback", scores the specialist

    Environments that stimulate protagonism create stronger businesses

    Besides the technique, the environment also needs to be favorable. Companies that want more autonomous teams must build a culture of trust, where collaborators feel safe to make decisions, suggest solutions and make mistakes when necessary. According to Modesto, empowerment does not happen by decree, but by the way leadership conducts day-to-day activities

    "Companies that strengthen their internal leadership", they invest in clear communication and value the opinions of the teams create an ecosystem where collective growth is inevitable. When the employee realizes that they have space and support, he starts to act with more responsibility and initiative, highlights

    For the specialist, freeing the entrepreneur from operational tasks and strengthening the team's performance makes the company less dependent on a single person to operate, in addition to maximizing speed and innovation capacity. "Scaling requires prepared leaders and proactive collaborators". Only then will the entrepreneur be able to focus on where it really makes a difference: in the future of the business, finalizes Modesto

    Six solutions to boost online sales intelligently

    E-Commerce Update
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    Six solutions to boost online sales intelligently

    Part of the routine of the Brazilian consumer, e-commerce has been gaining more and more followers. So much, that according to the Brazilian Association of Electronic Commerce (ABComm), the sector is expected to reach, in 2025, to its eighth consecutive year of growth, with an increase of at least 10% in revenue compared to that obtained last year, surpassing R$ 234 billion

    These expectations are interesting and completely plausible, especially if online stores can devise good strategies for attracting new customers, increase in average ticket, loyalty of old customers and, of course, if they work on reversing situations like cart abandonment and navigation, that often fail to receive the due attention, analyze Felipe Rodrigues, founder and CEO ofIt sent – specialized platform for tools and solutions to automate marketing for e-commerce. 

    According to the executive, it is currently possible to have tools and platforms that directly assist in the implementation of strategies that increase sales by up to 50%. The secret, in Rodrigues' view, it is in the proper and combined use of the available technologies. 

    If the e-commerce team knows how to combine the right tools, create campaigns and actions that have synergy with the consumer audience and operate concretely the mechanisms to recover that customer who does not complete their purchase, success is guaranteed!”, highlights. 

    Felipe Rodrigues points, inclusive, 6 solutions that contribute to marketing automation and help increase online sales. They are:

    -Email Marketingit is one of the favorite tools of consumers for their relationship with the stores where they usually shop, according to a survey by Opinion Box. Through this channel, it is possible to deliver personalized content to the customer, at a low cost, in a creative and effective way. The traditional, when well executed, bring relevant results. 

    -Abandoned Cart Recoveryit is another tool that has already demonstrated its potential. The technology detects when a purchase is not completed and the cart is abandoned and, automatically, issues special communications for the consumer, reminding about the selection made and, in some cases, offering discount coupons so that the purchase can be completed. 

    -Smart Buybackit is a tool that will especially assist e-commerce that sells recurring use products. The solution operates based on a series of information, how the average estimated time for the consumption of each product, the time interval between purchases of the same item by a series of customers, besides algorithms. Shortly before that item ran out at the customer's house, the tool makes a reminder that it is time to purchase it again. 

    -Departure from Navigationautomatically identifies and tracks the navigation flow of customers accessing online stores. If the consumer abandons the purchasing process even before adding the products to the shopping cart, the tool identifies what the item of interest was and initiates a marketing automation journey through which products are suggested via email, SMS, push no navegador e/ou whatsapp. 

    -Custom Triggerallows the sending of fully customized content to the customer, when the action makes sense, according to the e-commerce communication strategy. The information, totally customized, they are also sent to clients via whatsapp, SMS, email or push in the browser

    -PIX recoverytool that operates automatically, through personalized triggers, and monitors the orders whose selected payment method is PIX, in order to send customized reminders to the consumer, if he does not complete the purchase of that specific product or service, avoiding, thus, the loss of sales

    These technologies can greatly enhance the sales performance of online stores, making life easier for e-commerce managers and marketing teams. Enviou's multichannel marketing automation platform offers all these integrated solutions, what simplifies the routine and the monitoring of results, that can be verified through complete and detailed reports, completes Felipe Rodrigues, founder and CEO of Enviou

    Delivery movements excite the market, says Abrasel

    E-Commerce Update
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    Delivery movements excite the market, says Abrasel

    Abrasel sees the resumption of 99Food in the Brazilian delivery market with optimism, released this week. The return of the platform represents a significant movement for the out-of-home food sector, that has sought to increase competition and reduce concentration in meal deliveries. 

    The movement occurs at a time when other companies are also showing interest in the sector, as is the case with the Chinese Meituan, leader in deliveries in China. The expectation is that this new scenario will push for a more balanced environment, with greater diversity of services and business models

    In recent years, delivery has consolidated itself as a strategic channel for bars and restaurants. According to research by Abrasel, 71% of establishments offer deliveries, with 78% of them using app services, like iFood

    In this context of broad market dominance by a company, the arrival or return of new agents can benefit both entrepreneurs and consumers, by expanding the available options, stimulate innovation and promote better business conditions

    "The market needs more diversity and fairer conditions". It is essential to remove barriers that hinder full competition, creating a healthy environment for business and beneficial for all of society, affirms Paulo Solmucci, executive president of Abrasel

    The entity reinforces its commitment to building a more competitive delivery ecosystem, transparent and sustainable, that stimulates entrepreneurship, innovation and continuous improvement of the services provided

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