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More sales, mais golpes: como comerciantes e consumidores podem proteger-se no Dia das Mães

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More sales, mais golpes: como comerciantes e consumidores podem proteger-se no Dia das Mães

According to theRelatório de Identidade e Fraude, from Serasa Experian, 51% of Brazilians experienced scam attempts in 2024. За самим собою, esse já é um número aterrador, but, para quem compra e vende online, a situação pode ser ainda mais complicada. A pesquisa mais recente da Axur sobre cibercrimes aponta um aumento de 26 vezes na exposição de cartões de débito e crédito, além de 13x mais credenciais vazadas no ano passado, in comparison to 2023

É comum que as datas sazonais com maior movimentação do comércio, like Mother's Day, causem picos de fraudes, o que exige atenção redobrada tanto dos consumidores quanto dos varejistas. Adilson Neves, Diretor Comercial da fintech de soluções de pagamentos digitais Paytime, lembra que as lojas é que arcam com os golpes: “Ao trabalhar com vendas online, é preciso garantir a segurança dos dados do cliente. Se um criminoso faz uma compra usando esses dados, a responsabilidade pode recair sobre a loja, especialmente em casos de chargeback, quando o verdadeiro titular do cartão contesta a compra e o valor é estornado, gerando prejuízo direto ao lojista”

Thus, Adilson destaca algumas recomendações importantes para quem atua com e-commerce. A primeira é trabalhar com sistemas de pagamento robustos e confiáveis, com serviços de segurança atualizados, e com empresas que oferecem sistemas de prevenção a fraude, ou dupla autenticação como o 3DS. Isso diminui muito o risco de não ser realmente o portador do cartão efetuando a compra. Furthermore, um bom sistema de prevenção a fraudes pode identificar a possibilidade do cartão ser clonado, analisar padrões de comportamento e evitar um golpe ao lojista e ao consumidor

“Os Antifraudes avaliam uma série de parâmetros. For example, pode ser que um site realize consistentemente vendas por um valor médio de R$ 50 e alguém tente fazer uma compra de mil. O sistema entende que o pedido possui um comportamento suspeito, com base em uma análise de risco em tempo real que considera histórico de compras, location, horário e outros fatores comportamentais”, explain the director

Outra opção cada vez mais popular e segura para vendas online é o uso do link de pagamento, especialmente para quem realiza transações por meio de redes sociais como o Instagram ou WhatsApp

And for the clients, como se proteger? “Há várias precauções a serem tomadas durante as compras, principalmente com o alto fluxo de promoções e informações no Dia das Mães. É preciso conferir com atenção qual o site, de onde vieram os links, e se o histórico da loja é confiável”, recomenda Adilson. Ele indica o uso da página reliable site.with.br para fazer esse tipo de verificação

Também é fundamental ficar de olho em tentativas de phishing, um tipo de golpe no qual os criminosos tentam enganar e convencer consumidores a revelarem seus dados sensíveis. According to the report of theKaspersky, em 2024 foram registradas mais de 893 milhões de tentativas de phishing no mundo — um aumento de 26% em relação ao ano anterior. O Brasil continua entre os países com maior volume de ataques, especialmente em datas sazonais como o Dia das Mães, quando o volume de transações online dispara. And, de acordo com o relatório da Axur, essa é a modalidade de fraude mais comum no e-commerce: só em 2024, o volume de páginas de phishing dobrou, chegando a 72.455. Os ataques podem ser simples ou sofisticados, com uso de mensagens SMS, por WhatsApp, ou mesmo publicidade online que leva o público a acreditar na veracidade dos produtos

“É fundamental que os consumidores redobrem a atenção com links recebidos por SMS, e-mail ou WhatsApp, pois os golpistas se aproveitam da pressa e do volume de ofertas para enganar as pessoas”, alerta Adilson. “É importante conferir a autenticidade dos sites, procurar selos de segurança, e evitar clicar em links desconhecidos, mesmo que pareçam ser de lojas confiáveis. Finally, considere utilizar mais o cartão de crédito, ao invés de Pix e débito, since, no primeiro caso, há a possibilidade maior de abrir uma contestação caso o consumidor identifique uma suspeita. Furthermore, o cartão de crédito costuma oferecer programas de proteção ao comprador e intermediação bancária, o que facilita a recuperação do valor em caso de fraude”, conclui o profissional

How Bold Snacks integrated with Amazon, Shopee и ERP для масштабирования продаж

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How Bold Snacks integrated with Amazon, Shopee и ERP для масштабирования продаж

ABold Snacks, sinónimo de sabor e saúde no universo fitness, traced a path of success since its founding in Divinópolis. Idealised by Gabriel, que identificou nos Estados Unidos uma lacuna no mercado brasileiro por barras de proteína verdadeiramente saborosas e saudáveis, a marca nasceu com uma visão clara: oferecer produtos nutritivos com um toque irresistível

O reconhecimento da qualidade de seus produtos impulsionou naturalmente a marca para o varejo físico, mas o canal online sempre se manteve um pilar estratégico para o seu crescimento

Para sustentar e acelerar essa trajetória ascendente no mercado digital, a Bold Snacks identificou a necessidade de otimizar sua operação de e-commerce, especialmente no que diz respeito à gestão de vendasandexpedition. Foi nesse contexto que a Magis5 se tornou um parceiro estratégico essencial

A Magis5, plataforma de integração e automação de marketplaces, surgiu como a resposta para os desafios da Bold Snacks. A solução permitiu a centralização e automação de todo o fluxo de pedidos, desde a confirmação até a entrega, resultando em maior agilidade e controle

Em recente entrevista ao podcast “Papo de Seller” da Magis5, o Head de Digital da Bold Snacks, Wellington Brito, compartilhou detalhes sobre a transformação da operação da marca. “Antes de operarmos com a Magis5, a nossa expedição era um processo bem mais complexo. A Magis5 trouxe uma velocidade muito grande para a nossa produção. A ferramenta nos ajuda bastante, dando uma agilidade incrível não só no faturamento, mas também na organização de toda a expedição”, revelou Brito

A solução em automação permitiu à empresa centralizar e automatizar o fluxo de pedidos provenientes de diversos marketplaces, like Amazon, Shopee e outros importantes players do mercado. Essa integração otimizou desde a confirmação do pedido até a emissão de notas fiscais e o envio para o consumidor final

Case de sucesso Bold Snacks com Wellington Brito

Marketplaces como um canal estratégico

Currently, a empresa oferece ao mercado  27 sabores de barras ricas em fibras e proteínas. A construção de comunidade é parte da estratégia adotada pela empresa para crescimento online e pelos números, além do uso de influenciadores para impulsionar sua presença no mercado

Brito enfatizou no podcast a importância dos marketplaces para essa estratégia de crescimento da marca: “Hoje, o canal de marketplace é considerado separadamente de todo o digital, dada a sua relevância. Através dos marketplaces, conseguimos tracionar o nosso negócio, dar maior visibilidade para a marca e proporcionar novas experiências para o consumidor”

Ще за ним, o acompanhamento e o conhecimento sobre o seu cliente é fundamental para o sucesso das vendas online. “É necessário atender o consumidor da forma que ele quer, diminuir o trabalho da escolha do produto, quanto mais claro for o benefício do seu produto, mais simples fica a compra”

A maior organização da gestão, alinhada a facilidade na expedição de produtos, impulsionada pela automação, contribuiu diretamente para a satisfação dos clientes e para a reputação da marca no mercado online. But, para a marca, a escolha do hub se deu, overcoat, pela facilidade no processo de expedição e pelas integrações dos principais marketplaces, um fator crucial para a estratégia de expansão da marca

A plataforma de integração e automação se mostrou flexível e adaptável às necessidades específicas da marca, especialmente no que diz respeito à integração com um novo ERP adquirido, mais robusto

“A escolha da Magis5 veio de uma visão estratégica de venda. Fizemos uma lista com as funções que queríamos, com um olhar técnico e um olhar para a expedição. Quando olhamos para essas necessidades, a Magis5 é a melhor que integra todas elas”, conclui Brito

A integração facilitada pela Magis5 permitiu à Bold Snacks expandir sua presença online de forma eficiente, reaching a diverse audience. Já a automação de tarefas manuais e repetitivas liberou sua equipe para focar em atividades mais estratégicas, como o desenvolvimento de novos produtos e o fortalecimento da marca com sua comunidade de “Boldlovers”, como são chamados seus consumidores

Magis5

O CEO da Magis5, Claudio Dias, explica que o hub integra marketplaceslike Amazon, Free Market, Shein, Shopee, Magalu, Bahia Houses, Netshoes, Leroy Merlin, AliExpress, Americanas and MadeiraMadeira. Thus, um vendedor online (seller) consegue pôr o mesmo produto em exposição em todas essas plataformas

In turn, a automação de fluxos, processos e expedições de documentos proporcionada pela solução da Magis5 facilita toda a operação, levando ao controle de estoque mais eficiente e à precificação mais adequada de cada produto. Still, elimina falhas no envio, comuns quando não há um sistema automatizado, resultando uma redução significativa nos custos logísticos

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Technologies for e-commerce need to be selected with a focus on results – and not just in current trends

Renato Avelar
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Technologies for e-commerce need to be selected with a focus on results – and not just in current trends

E-commerce has never had so many technological resources available as now. From AI-based solutions to marketing automation, passing through chatbots, real-time data analysis and intelligent logistics systems. The sector is experiencing a period of rapid evolution. And the data proves: according to Nuvei, the e-commerce sales should jump from US$ 26,6 billion from 2024 to US$ 51,2 billion in 2027 – a rise of 92,5% in the period, what is driven by the advancement of digital transformation and the growing desire for personalization in the shopping journey

But in front of so many options, surgir a pergunta inevitável quais ferramentas realmente valem o investimento? In times of tight margins, marketing directors, tecnology or innovation should adopt a profitability-centered approach. That is to say, the priority is to protect thelinha de fundo — that last line of the financial statement that reveals the company's profit. In this sense, the choice of new technologies should be directly linked to the measurable impact they generate on the business

Many companies make the mistake of investing in tools that do not align with their operational reality or are implemented hastily and without planning. The result? Overloaded times, dados descentralizados e uma série de processos emperrados que dificultam a tomada de decisão. Therefore, a more effective way — especially for small and medium enterprises — é escalar com estratégia: adotar uma tecnologia de cada vez, focusing on solving real and specific problems. 

This approach allows precise tracking of the impact of each solution, making adjustments whenever necessary. Besides conserving resources, this strategy promotes an increase in return on investment (ROI) and reduces the risk of waste

Another important point is the suitability of the tools to the local context. It is common for Brazilian companies to adopt solutions recommended by international headquarters that, although globally consolidated, do not fit into Brazil's regulatory and operational processes. This incurs high costs in dollars, non-return proportional. In these cases, the local manager needs to take a more active role and demonstrate that solutions developed by national companies can be more effective, faster and more financially viable

It is important to highlight that seeking efficiency does not mean abandoning innovation. Chatbots, for example, são soluções comprovadas na redução de custos com atendimento, with the potential to cut up to 30% of these expenses. However, automation should be used in moderation — excess can lead to the dehumanization of the customer experience. Therefore, the planning is as essential as the tool itself

In the same reasoning, the architecture modelcomposable, que permite combinar diferentes ferramentas para criar soluções personalizadas, is extremely promising — as long as it comes with clarity of objectives and digital maturity. Following this logic, the ideal is to seek solutions that meet multiple needs with the smallest possible number of contracts. This reduces the integration effort, simplify management and improve operational efficiency. Solutions focused on the customer experience — como plataformas de personalização e automação de marketing — they usually deliver feedback more quickly. Already more robust technologies, como análise preditiva e sistemas de otimização logística, can be adopted in later phases, as the business matures

In summary, technology should be a lever for growth, not a financial or operational burden. The secret is in making conscious choices, based on data, objectives clear and in the actual operation of each company. Not everything available on the market is applicable to all businesses. The important thing is to identify what truly moves the indicators and, from this, grow with intelligence

Use of technology increases sales of recurring use products

Felipe Rodrigues
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Use of technology increases sales of recurring use products

Promising trend in e-commerce, the 'subscription sale' model or the so-called 'recurrence' is gaining more and more space in the market. In the case of online stores, investing in the sale of recurring use products can bring numerous benefits, como receita previsível e aumento da fidelidade do cliente. For the consumer, in turn, vem a certeza de que determinado item não faltará na sua despensa e, in many cases, the advantage relative to the price paid, considering that many shops offer attractive discounts when the subscription is made

To make the most of subscription opportunities, it is essential that online stores offer good after-sales service, create a positive experience for the customer and, clear, that have products or services that meet the customer's needs on a recurring basis

In addition to these points, it is interesting to make use of technological solutions and devices that can assist in the process of 'conquering' the consumer. I talk about marketing automation tools for e-commerce, que quando usadas de forma inteligente e estratégica beneficiam tanto aos lojistas quanto aos seus clientes

There is, in the market, tools that enable the repurchase of recurring use products. The solution estimates the average time for the consumption of each product purchased by the consumer based on the time interval between purchases of the same item by a series of customers, besides algorithms. So, the tool issues notices and reminders to the client – by email, whatsapp, SMS or other channels, informing that the time for replenishment is near

Combined with appropriate communication strategies, these solutions are capable of providing an increase in sales volume for the online store, which further contributes to the predictability of monthly revenue. Furthermore, if combined with other actions, can contribute to increasing the average ticket of the digital operation. It may be interesting to carry out an assessment and implement it in the business. Think about it

How much does an intern earn in Brazil? Guide 2025 shows the averages per course, sector and region

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How much does an intern earn in Brazil? Guide 2025 shows the averages per course, sector and region

AInternship Company, leader in internship recruitment and selection, trainees and young apprenticesannounce, for the tenth consecutive year, theGuide to the 2025 Internship Allowance Grant, with data revealing the average paid to students in internship opportunities across different regions of the country, courses and economic sectors. The survey considers exclusively the company's internal database, with vacancies open and managed throughout 2024 and 2025, covering from small to large companies throughout Brazil

The data illustrate that the Southeast remains with the highest average grant aid in the country, reaching£2.074,05in 2025, with growth of5,90%in relation to the previous year. The value reflects the economic profile of the region, which concentrates a significant part of the country's corporate opportunities. However, the performance of the Northeast draws attention, which showed an average of R$1.592,88 e crescimento anual de 4,60%, practically tying with the Southern region (R$1.599,69). The Central-West experienced a slight decline of 0,34%, with an average grant of R$1.544,63. The North recorded a growth of 5,07%, with an average of R$1.461,53

The internship allowance is paid to students undertaking non-mandatory internships, that is to say, outside the required workload in some undergraduate courses for their completion. According to the Internship Law (No 11.788/08), there is no fixed amount set for this remuneration, what it means is that the values can vary quite a lot depending on the course, the region and the segment of the company

CEO and founder of the Internship Company, Tiago MavichianComment on the importance of the survey: “This guide is important for companies to understand the values practiced by the market, helping to define the strategy for attracting and retaining talent. Despite the young person first looking towards learning and development, remuneration and benefits come immediately after on the list of most considered items when applying. For the youth, this material is useful for analysing which areas pay better in each region of the country, serving as a comparison for him to understand if what he is receiving is or is not within the average.”

Financial market and technology sector

From the perspective of economic sectors, those offering the largest scholarships are those linked to the financial and technology sectors. Financial companies lead with an average of R$2.926,07, followed by consultancies (R$2.850,38), investment banks (R$2.587,58) e empresas de tecnologia (R$2.392,00). At the other end are sectors such as fashion (R$1.400,00), metallurgical (R$1.609,52) e serviços (R$1.655,41),with lower values

Regarding the specific courses, nursing figures among those with the highest appreciation from the beginning to the end of the degree. With an initial average of R$1.584,78, the average value of the internship grant jumps to R$2.384,78 in the final periods of the course, what does a 51% growth represent. Although traditional areas such as Law, Civil Engineering, Economy and Communication are among the most searched when choosing a degree, your scholarship allowance values remain below technical and administrative areas

Technology and industry-oriented courses lead remuneration in technical education

Também se destacam os cursos voltados para a indústria e tecnologia são os que disponibilizam os valores mais altos para estudantes de ensino técnico,como Automação Industrial (R$ 1.425,40), Environment (R$1.400,00), Mechatronics (R$1.333,46) and Electrotechnical and Electronic (R$1.456,83). However, in technical education, Informatics (R$1.194,79), Nursing (R$1.190,53) e Logística (R$1.111,69) lead the average stipends

On the other hand, courses such as Pharmacy Technician (R$676,24), Secretariado (R$750,00) e Nutrição (R$950,00) apresentam os valores mais baixos — a difference of over R$700,00 concerning the highest earners, que reforça a disparidade nas oportunidades e pode impactar a permanência de estudantes no ensino técnico

For more information on the subject, access the link of theGuide to the 2025 Internship Allowance Grant.

Income Tax 2025: learn how to declare investments and even cryptocurrencies

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Income Tax 2025: learn how to declare investments and even cryptocurrencies

With the approaching deadline for the 2025 Income Tax submission, taxpayers with investments need to be aware of the rules. Be fixed income, variable ou criptoativos, some errors can lead the declarant to the fine mesh. Understanding what needs to be reported and how to correctly fill in each field is essential to maintain fiscal compliance

Fabiano Azevedo, business accountant and ambassador ofOmie, cloud management platform, explain that the "mandatory nature is determined by the Federal Revenue Service for: those who had income above the exemption threshold, possesses investments and assets that together exceed R$ 800,000 and who had tax-exempt and non-taxable income with a value greater than R$ 40,000. Next, the specialist points out how to account for

1 – Keep an eye on the changes for 2025

It is essential to pay attention to changes to ensure the correct fulfillment of your tax obligations. Regarding investments, becomes mandatory the annual declaration for those who received income from abroad arising from financial investments, profits and dividends

Il contribuente deve avere a disposizione i titoli in conformità con le istituzioni finanziarie e selezionare nel programma della Dichiarazione dei Redditi Annuale la sezione di Beni e Diritti e scegliere l'opzione del gruppo di Applicazioni e Investimenti, Explain Azevedo

2 – Check your investments and pay attention

It is important to cross-reference all sources of income with the income statements provided by banks, companies and financial institutions and carefully check which values need to be reported and in which form of the Receita program

3 – Don't forget about international investments

The foreign currency financial transactions must be converted to reais using the official Central Bank exchange rate on the date of the transaction. It is necessary for the taxpayer to understand whether there was income in foreign currency or only capital gain to convert, but it is also possible to declare directly in foreign currency or crypto, Account Azevedo. In the "Assets and Rights" section it is possible to report balances in foreign currency and declare income or capital gains (if any) in the corresponding section

4 – E nem das criptomoedas

And, нарешті, according to the accountant, the same process of international investments applies to cryptocurrencies, adding information about the type (Bitcoin, Ethereum, etc.) e a troca utilizada. Gains from the sale of cryptocurrencies must be calculated monthly and reported in case of profit exceeding R$35.000 in the month. The rules may vary depending on the type of asset, but the general principle is proper conversion and precise detailing to avoid inconsistencies, Fabiano finishes

Tramontina enhances app and offers free advanced features for home automation

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Tramontina enhances app and offers free advanced features for home automation

ATramontina expand your presence in the home automation sectorwith theimprovement of T inteligente, free applicationque centralizes and controls connected smart devices in a personalized and intuitive way, no additional costs for the consumer

The new version of the app features advanced functionalities for device management, with a more accessible interface and direct control from the home screen, facilitating use for both beginners and more experienced users. Among the available features is the management of up to 1.000 devices — including sockets, switches, lighting and other smart equipment — e configurações flexíveis para a criação de rotinas e cenários personalizados, que tornam os ambientes mais eficientes e funcionais. O T smart is also compatible with voice assistants, expanding the ways of interacting with the devices

In addition to practicality, the app directly contributes to energy efficiency, offering more control over consumption, with a positive impact on the economy and the sustainability of connected homes

With the updates, o T smart consolidates itself as the only solution in Brazil to offer this level of advanced management for free, while other platforms offer similar features only in paid versions. By democratizing access to technology, Tramontina reinforces its commitment to user experience and the digitalization of Brazilian homes

IA in marketing: companies scale technology and increase campaign ROI by up to 25%

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IA in marketing: companies scale technology and increase campaign ROI by up to 25%

In the last two years, companies have been adopting generative artificial intelligence in a consistent and secure manner to transform their marketing strategies. According to a Bain survey of over 180 major North American companies, 27% of respondents stated that generative AI exceeded their expectations in the sector

In retail, for example, technology has enabled more precise customer segmentation, creation and agile testing of highly personalized content and recommendations. The AI-driven campaigns already show a return on investment between 10% and 25% higher

Despite the initial success, expanding these initiatives is not simple. The corporate digital ecosystem is complex and the demand for customization requires new processes. Furthermore, CMOs are under pressure to innovate with fewer resources, what makes it essential to accelerate the large-scale implementation of generative AI

The research shows that 25% of organisations are still in the early stages of implementing AI in marketing, with proof of concepts and few changes to the business model created by technology. The majority (65%) are part of a second wave, with value creation in product viability and expansion of IT and data teams. The remaining 10% already include autonomous tasks, redesigning processes, adding operational value and profit through the expansion of cases and innovation

The main benefits highlighted by companies with the adoption of AI are agility, with up to 50% reduction in campaign launch time; efficiency, since the content creation time has decreased by 30% to 50%; and return on investment, with an increase of up to 40% in click-through rates in hyper-personalized campaigns

Defining priorities to leverage the impact of generative AI in marketing heavily depends on each company's business objectives. However, Bain identified four areas that stand out in this purpose: streamlining workflows; creation and customization of content; intelligence and insights about clients; and measurement and optimization of campaigns

Furthermore, to accelerate maturity in the use of technology, there are five fundamental actions

  1. Set ambitious and measurable goals, establishing clear objectives for operational efficiency, personalisation and financial impact
  2. Prioritise large gains over multiple testing– organisations that concentrate efforts on a few high-impact use cases scale faster
  3. Develop user-focused solutionsintegrated into the daily lives of the teams, involving your own professionals in the development of the tools
  4. Continuously train the employeesconducting practical training and real challenges essential to expanding technology adoption
  5. Expand the partner ecosystem– the supplier landscape in this area is still evolving, but companies should quickly test specialised solutions and keep up with innovations from their partners

Generative AI has ceased to be a novelty and has become a competitive necessity in marketing. More advanced companies are already rethinking their partner strategy, personalisation at scale and the future of the industry with AI assistants. For those still stuck on specific tests, it's time to accelerate adoption, escalate initiatives and capture the real benefits of this technological revolution

The price of the iPhone 16e is 11% lower in less than two months after launch

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The price of the iPhone 16e is 11% lower in less than two months after launch

TheiPhone 16e, recently launched as a more affordable version of Apple's new generation of mobile phones, has recorded a significant price drop since its market entry. According to Buscapé data, principal price comparison platform in the country, themodel had an 11% reduction in the lowest price found, que passou de 4 dólares.499 por R$ 3.999 between 7 March (release date) and 28 April. The median price also fell by 4%, leaving from R$ 4.499 por R$ 4.316

In the same period, theiPhone 16tradicional também apresentou queda no preço o menor valor encontrado passou de R$ 5.398 por R$ 5.049, a 6% reduction. The price difference between the two models exceeds R$ 1.000, reiterating the appeal of the iPhone 16e for consumers seeking a more competitively priced Apple device
 

Since the week of its launch, the searches for the iPhone 16e increased by 257%, while the iPhone 16 ones dropped 47%. The trend of price reduction for both models shortly after launch reinforces the importance of monitoring prices to ensure good purchasing opportunities
 

Prices practiced on 28 April 2025
 

ProductLowest priceHighest priceMedian priceApple iPhone 16 celular de 128GB5.0495.3985.049Mobile Apple iPhone 16e 128GB 8 GB3.9994.3164.316

1st of May – Labour Day: Specialist analyses trends and high-demand careers in the tech scene

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1st of May – Labour Day: Specialist analyses trends and high-demand careers in the tech scene

Neste dia 1 de maio, the gaze turns to the historical achievements of the workers, but also for the new frontiers that the world of work is opening. E pochi settori riflettono queste trasformazioni in modo così rapido come il settore tecnologico. With advances in the field such as artificial intelligence (AI), computing in the cloud and cybersecurity, the information technology (IT) has become not only the "fuel" of the digital economy, but also of the entire market

The reflection of this is the high demand for professionals in the field. According to the report on the Future of Jobs 2025, developed by the World Economic Forum, espera-se até 2030 a criação de 170 milhões de novos empregos globalmente, driven by trends such as technological advancements, green transition and demographic changes. However, it is estimated that 92 million jobs will be displaced in the same period, resulting in a net increase of 78 million jobs. The report highlights that the professions with the highest percentage growth include big data specialists, engineers of fintech and specialists in artificial intelligence and machine learning

According to the Brazilian Association of Information Technology and Communication and Digital Technologies (Brasscom), the technology sector is expected to open up to 147 thousand new formal jobs in 2025, considering the most optimistic scenario. Na projeção base, are expected 88 thousand new jobs with formal employment. The need for qualified professionals is already evident: between 2018 and 2022, the market demanded 665 thousand talents for these positions, while technical and higher education delivered only 465 thousand, creating a gap of 30,2%. У 2021, this deficit was even greater, reaching 66,7%

Apart from the quantitative issue, another complex point is the skills and characteristics of the professionals. The market is more demanding, demanding increasingly specialised profiles, hybrids and strategic. For Gilberto Reis, COO of Runtalent, company a leader in technology and digital services, The technology professional in 2025 is not just a programmer or an analyst. He is a complex problem solver, with a business perspective, technical expertise and well-developed interpersonal skills

Ainda segundo o levantamento da Brasscom, the courses in Analysis and Systems Development lead the training of new technology professionals, with over 34 thousand graduates, followed by Computing and Information and Communication Technologies, with 11,2 thousand, and Computer Science, with 9,3 thousand. 

Відповідно до виконавчого, the data show how the market has been seeking increasingly specialized professionals aligned with new technological demands, although I emphasise that qualification is not the only requirement of companies. Nos dias atuais, although it is very important for technology professionals to master hard skills such as languages, advanced knowledge in cloud platforms (microservices architecture, tools of automation and integrated cybersecurity, among others, are soft skills the differentiating factors. We see that hiring decisions are increasingly based on behaviour rather than qualifications. The curiosity, the ability to learn quickly and emotional intelligence are differentiators for a talent in technology, emphasizes the specialist

High-demand careers

Além de analisar o atual mercado de tecnologia da informação, the COO of Runtalent, Gilberto Reis, listed some of the main high-demand areas and careers in the sector for this year. They are:

  • Cloud Computing

Starting as an infrastructure technician or analyst, the professional can progress to cloud solutions architect, DevOps engineer, in the future, CTO de Infraestructura

  • Cybersecurity

The path goes from information security analyst to incident response engineer and, further ahead, Chief Security Officer (CSO)

  • Artificial Intelligence

The career can start as a junior data scientist, pursue a career in machine learning engineering and reach positions such as AI strategist or AI ethics leader

  • Data Analysis and Big Data

The professional starts as a data analyst or BI analyst, evolves into a data engineer or data scientist and can reach positions such as Chief Data Officer (CDO) or corporate data strategist

  • Desenvolvimento de software e Low-Code/No-Code

Start as a junior developer or "citizen developer" on low-code platforms, can proceed to full stack, software architect or technical lead focused on agile and scalable solutions

  • Realidade Aumentada/Virtual e Metaverso Corporativo

Começar como designer 3D, XR developer or virtual modeller, capable of progressing to immersive experience specialist, metaverse manager or corporate virtual environment strategist

  • Automation and Robotics (RPA and integrated AI)

Part of roles such as RPA developer or automated process analyst, with potential to evolve into automation architect, engineer of applied AI or digital transformation manager

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