What happens when we bring together the biggest Shopify cases in Latin America?
If there's one thing we like, it's being close to those who are moving the market.
Last year, we had the opportunity to do this in a special way. Together with Mercado Pago and Shopify, at the RD Summit 2024 event, we created Summit Talks – a series of live, podcast-style conversations with founders and leaders who are transforming e-commerce in Brazil.
These were intense days, full of exchanges about real challenges, strategies that work, and valuable insights that show how these companies are growing (and innovating) in the digital world. Together with Mercado Pago and Shopify, we created a space for conversations that really matter – connecting incredible brands and bringing to the table discussions that directly impact those who sell online.
We talk about checkout, shipping, automation, ERP integration, apps, growth, digital marketing and much more. All with a single goal: to bring conversations that really make a difference to those who live and breathe e-commerce.
What's next?
We knew it was going to be good, but we didn't expect it to be this good!! Summit Talks 2024 was the kind of experience that leaves you full of ideas and wanting to write everything down. Between one conversation and another, we heard stories about challenges that no one talks about, risky decisions that paid off (or not), and strategies that changed the game in e-commerce.
And there are things that we can't keep to ourselves.
Those who attended Summit Talks 2024 saw these conversations with some of the biggest brands in e-commerce up close. Now, it's time to share these lessons with you.
If you’ve ever wondered how these brands grew so much, what they would do differently if they started from scratch, or what the most expensive mistake they made was, read on. In the next content, we’ll reveal the most valuable insights and reflections from these interviews.
💡 Want a spoiler? Here are some highlights from the conversations we had – and I’ll tell you right now: there’s a lot of good insight coming up 👀
From Benguela – When a brand becomes a movement
💬 "Our community is everything. They defend De Benguela even when I'm not there to defend them." – Thais Ramos, Founder and CEO of De Benguela
De Benguela wasn’t just born to sell products – it was born to create connections. From the beginning, Thais Ramos transformed the brand into a movement, building a strong and authentic community where every customer feels represented. More than a company, De Benguela is a space of belonging and transformation.
💡 "We always wanted it to be something bigger than a store. We wanted to represent, create connections and offer products that didn't even exist in the Brazilian market before." And it worked. The brand not only raised the self-esteem of thousands of curly-haired women, but also became a reference in the inclusive beauty segment.
At Summit Talks 2024, Thais shared what makes De Benguela so unique: Real relationships and trust. The brand's success came not only from well-made campaigns, but from strength of the community and the impeccable experience across all channels. " I can die happy when someone tells me that they always bought through WhatsApp and, when they went to the physical store, the service was exactly the same."
Insider – Data that makes sense, technology that delivers results
💬 " The best data strategy is one that solves problems, not one that generates more spreadsheets." – Felipe Antunes, Founder and CTO of Insider
If there's anyone who understands how to use data and technology to transform e-commerce, it's Felipe Antunes. An engineer, data scientist, and natural leader, he translates cutting-edge academic knowledge into real solutions, combining technical expertise, strategic vision, and leadership that inspires teams to transform data into solid growth.
At Summit Talks 2024, Felipe didn't just bring theories – he showed how Insider applies machine learning and artificial intelligence in a practical, efficient and profitable way. "We use machine learning for much more than chatbots or basic automation. Technology needs to serve the business, not the other way around."
With this mindset, the Insider has created a machine learning-based e-commerce personalization model that analyzes customer behavior in real time and adjusts offers without relying on manual segmentation. "Today, our system understands the customer and delivers the best possible shopping experience – in a fluid, intelligent and personalized way."
Linus – Real growth starts with those who understand the game
💬 "A lot of people work and don't understand the product they're selling. And that's what will really differentiate people in the future." – Mariana Thomasi, Head of Growth at Linus
At Summit Talks 2024, Mariana Thomasi , Head of Growth at Linus , brought up a point that seems obvious, but that few people actually put into practice: you can't grow without deeply understanding the product, the market and the operation as a whole.
Linus was born digital, with an innovative and sustainable proposal, and this did not happen by chance. Every decision – from marketing to product, from strategy to service – is aligned with a clear purpose. But for this to really work, a team of isolated specialists is not enough. Everyone needs to know how to operate at different levels, understand the impact of their decisions and be able to see the big picture.
"If you understand the product, you understand the customer. And those who understand the customer never rely solely on guesswork to grow."
Ollie – The strategic perspective that separates e-commerces that scale from those that stagnate
💬 "Thinking outside the box is great. But first, you need to know the box." – Isabela Leme, Growth Lead at Ollie
With a trajectory focused on real growth, Isabela Leme knows that e-commerce is not about shortcuts. At Summit Talks 2024, she brought a direct view: The challenge is not finding more tools, but choosing the right ones.
Ollie experienced this firsthand. Migrating to Shopify was a turning point for the brand. "It was an important decision to help us scale the business more solidly." According to Isabela, many common pain points in e-commerce can be solved using the platform's own features, without the need for complicated solutions. "Sometimes we think we need something much more complex, but the answer is already there – we just need to know how to use it."
She also highlighted the importance of a good partner in this process. " Alce was essential in this exchange, helping us understand what the best solution was for each case."
Sallve & Contém1g – What every e-commerce needs to know before growing
💬 "Having a good product is not enough. You need to think about the entire experience – from the first purchase to after-sales service." – Erick Saito, Tech Lead at Sallve & Contém1g
Growing in e-commerce is more than just selling more. Erick Saito has closely followed the growth of Sallve and Contém1g , helping to transform two digitally native brands into industry leaders. At Summit Talks 2024, he shared valuable lessons for those who want to evolve in the digital world without falling into the traps of accelerated growth.
💡 The right technology makes a difference – but only if it’s applied the right way. This is how Alce helped Sallve optimize its purchasing journey, ensuring more conversion without compromising the experience.
💡 Physical and digital need to go hand in hand . The customer can start on the website and end at the pharmacy – or vice versa. The experience needs to be continuous, and it was with this in mind that Sallve structured its loyalty program and adjusted its checkout with support from Alce.
💡 Checkout matters (a lot!) . Optimizing Shopify’s checkout resulted in a 50% increase in conversion. Small changes make a big difference.
Aura Beauty – From influence to business: behind the scenes of Jade Picon’s brand
💬 "Building a brand with an influencer isn't just about putting a famous name on a label – it's about understanding where they're at in their career and building something genuine." – Renato Kuyumjian, Head of Growth at Adventures
Turning influence into a brand requires more than a strong name – It takes strategy, structure and an operation that supports growth. It was with this vision that Adventures developed Aura Beauty by Jade Picon , ensuring that the project was authentic and scalable.
💡 "Jade participated in every step – from choosing the products to building the brand. This makes all the difference in the result."
The first few months in digital were crucial for testing, adjusting and ensuring an impeccable experience before expanding.
💡 "E-commerce needs to be like a well-organized physical store. If navigation is frictionless, the customer will simply give up. Alce helped us avoid this from the beginning."
Seek Discomfort – From YouTube channel to global brand
💬 "Having true communication with your community makes all the difference. If you made a mistake, speak up. Learn. Take responsibility." – Victor Lopes, E-commerce Lead
Yes Theory has always been more than just a channel – and Seek Discomfort proves it. Since 2018, when the Creator Economy was still a relatively new thing, the brand has established itself as a case study of how well-made content can build an engaged community and generate a global business.
At Summit Talks 2024, Victor Lopes , who already had a career in technology and innovation, shared his experience leading Seek Discomfort 's e-commerce. As a fan of the channel since he was a teenager, he brought his expertise to enhance the connection between the brand and the community.
THE Seek Discomfort grew without the need for fancy strategies – the foundation has always been genuine relationships. “We don’t see the community as an audience to be exploited, but as an essential part of what we do.”
With a strategic approach, Victor Lopes led a digital transformation that went beyond website performance. In partnership with Alce, the brand eliminated barriers to mobile conversion, reduced dependence on unnecessary apps, and enhanced the shopping experience.
Today, the brand delivers to almost every country in the world and continues to expand without losing its essence.
Pantynova – Turning Taboos into Innovation
💬 "We don't just listen to sell. We listen to truly help." – Lola, Founder and CEO of Pantynova
From the beginning, Pantynova didn’t follow the obvious path. While the market still treated sexuality with distance or stereotypes, Lola and her team created a brand that spoke to the community as equals. That’s how they achieved 100% organic growth – without paid traffic, just authenticity and a deep understanding of what their audience really needs.
Research has always been at the heart of the business. From the first Google Form sent in 2016 to the Sex Census launched in 2022, the brand has built its products by listening to and co-creating with its consumers. "Pleasure does not have a single format, and each person has their own experience. Our role is to understand and innovate together with them."
This commitment is reflected not only in the line of patented products, but also in the way of communicating. In a sector full of restrictions, Pantynova found the key to engagement in content, memes and community – creating a business model that inspires brands inside and outside the industry.
Pantys – Innovation, Sustainability and the Revolution of Intimate Care
💬 "We don't see e-commerce as just a store, but as a channel for relationships and education." – Emily Ewell, Founder and CEO of Pantys
When Emily Ewell created Pantys , the menstrual care market still followed an outdated pattern: disposable, not very environmentally friendly and lacking in real innovation. That's when the brand emerged to break paradigms, bringing the first absorbent panties in Brazil and Latin America – combining technology, comfort and sustainability.
Since its launch, the Pantys has stood out for its careful look at the menstrual cycle and women's health. With a robust blog and partnerships with gynecologists, the brand not only sells products, but also educates and empowers. Its content platform has become a reference, especially for young people looking for accessible and reliable information about menstruation.
Emily shared at Summit Talks 2024 how the Pantys structured its e-commerce to grow sustainably. The brand invested in a highly informative website, a robust CRM to personalize communication with customers, and content designed to break taboos and increase conversion.
Brazilian Brands Set Trends – and Shopify Empowers This Movement
💬 "Brazil is not behind in e-commerce – on the contrary, it is one of the most dynamic and innovative markets in the world. The growth we see here at Shopify proves this." – Edouard Hieaux, LATAM Tech Partner Manager, Shopify
Edouard Hieaux heads up Shopify 's technology partnerships in Latin America and closely follows the evolution of e-commerce in Brazil. For him, the country not only adopts innovations quickly, but also leads transformations in the sector, creating unique solutions and exporting trends to the world.
The main topics discussed:
✅ Unified Commerce – The fusion between physical and digital, ensuring that the consumer moves freely between channels without barriers.
✅ AI in Retail – How artificial intelligence is making personalization more accessible and efficient for retailers.
✅ Conversational Commerce – The impact of WhatsApp in Brazil and the new relationship strategies adopted by retailers.
✅ International expansion – How Shopify Markets simplifies the entry of Brazilian brands abroad.
Edouard reinforced an essential point: the customer experience needs to be at the center of everything . "The retailer needs to think: how can my customer love me more? It's not enough to sell – you need to create connection, offer convenience and build loyalty."
With a robust partner ecosystem and solutions that simplify complex operations, Shopify continues to consolidate its presence in Brazil, proving that the country doesn't just follow global e-commerce trends — it creates them.
The Role of Artificial Intelligence in Creativity and the Future of Work
💬 "Technology does not replace human creativity, but it amplifies our potential." – Manoel Brasil, Course Lead at Hyper Island
At Summit Talks 2024, Manoel Brasil brought powerful reflections on the impact of education in training professionals prepared for the digital future. As a course leader at Hyper Island, one of the most innovative institutions in the world, he highlighted how learning based on real challenges and collaboration transforms careers and businesses.
The rise of artificial intelligence has raised questions about the future of work and creativity. Manoel discussed how AI can be an ally, not a threat, to critical and strategic thinking, allowing professionals to focus on what really matters.
Among the topics discussed, he highlighted:
✅ AI as a creative tool – How technology can help develop ideas and narratives, without stealing human originality.
✅ Professional adaptation – The importance of learning to work with AI to enhance results, instead of fearing it.
✅ The new role of the digital professional – With automation gaining ground, the difference will be the ability to connect dots, interpret insights and create innovative solutions.
"It's not about replacing, but about elevating. Those who understand how to use technology to their advantage come out ahead.”
The future belongs to those who know how to integrate technology and strategy.
If these conversations have already made you rethink strategies and see new opportunities, keep an eye out – there are still many valuable insights to come.
And this exchange doesn't end here. Comment, send a message and let's talk – because real e-commerce is built together. 🚀
You can continue testing on your own or accelerate your results with those who have already helped the biggest digital brands to truly grow.
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