Record delegation takes 370 Brazilian companies to the world's largest technology event.
Brazil arrives at Web Summit Lisbon 2025 in full force. More than 370 startups and innovative companies from all regions of the country will land in Portugal between November 10th and 13th to compete for space, investments, and international partnerships at one of the largest global technology events. The delegation, coordinated by the Brazilian Trade and Investment Promotion Agency (ApexBrasil) in partnership with Sebrae, will have a strategic presence in a scenario where more than 70,000 people circulate through the event.
The Brazil Pavilion was officially inaugurated this Tuesday (November 11) by the presidents of ApexBrasil, Jorge Viana, and Sebrae, Décio Lima, consolidating the institutional commitment to the internationalization of the Brazilian innovation ecosystem.
Northeast Brazil in the spotlight: decentralization gaining momentum.
One fact stands out in the delegation: 35 startups from the Northeast region are part of the Brazilian delegation, representing 23.18% of the 151 companies selected by ApexBrasil. This number reflects a reality that the market already knows, but which needs reinforcement: the Northeast is currently responsible for 24.7% of all startups in Brazil, being the second region with the highest concentration of innovative companies, behind only the Southeast (35.8%).
This decentralization of innovation is no mere coincidence. It represents years of investment in infrastructure, regional accelerators, and development policies. The Northeast, historically seen as peripheral in the national technology agenda, is consolidating itself as a relevant hub and promises to demonstrate its strength on one of the main global innovation stages.
The Brazilian context: impressive numbers and persistent challenges.
More than 20,000 startups in motion.
Brazil is currently home to more than 20,000 startups, a number that continues to grow. The country has established itself as a benchmark for innovation in Latin America, with scalable technological solutions in various sectors that attract the interest of global investors and companies.
This dynamic ecosystem is also reflected in the real economy. In 2024, micro and small businesses accounted for 961% of new business openings in Brazil. Of the 3.3 million registered businesses, 3.2 million were micro and small businesses. Together, these companies generate approximately R$420 billion annually, representing 30% of the national GDP.
Salaries in technology: regional leadership with caveats.
Brazil leads Latin America in compensation for technology professionals, according to the report. The State of Global Compensation 2025 According to Deel, which analyzed more than 1 million contracts in 150 countries, Brazilian engineers and data scientists receive an average of US$67,000 per year — equivalent to approximately R$358,900 annually, or R$31,800 monthly.
The figure surpasses that recorded in Mexico (US$$ 48,000 annually) and Argentina (US$$ 42,000 annually). However, when compared to the global leaders — the United States, Canada, and the United Kingdom, with averages of US$$ 150,000 annually — the difference is abysmal: more than double.
However, there is a worrying internal disparity. While technical areas enjoy competitive salaries, professionals in sales, marketing, product, and design are still far from the standards of the major global technological powers.
Innovation beyond the market: Brazil on the climate agenda.
While startups compete for investment in Lisbon, Brazil is also making its presence felt on the public innovation agenda. At COP30, the Ministry of Management and Innovation in Public Services (MGI) launched the Rural Environmental Registry (CAR) as the first Brazilian Digital Public Asset, internationally recognized as such. Rural Environmental Registry (RER) in the Digital Public Goods Alliance (DPGA) catalog.
The movement signals a broader vision of innovation: not just that which generates profit, but that which contributes to sustainability and development. The Minister of Management, Esther Dweck, reinforced this position: “Technology must go hand in hand with sustainability and a commitment to social justice.”
What changes for entrepreneurs in 2025?
Trends for 2025 point to a scenario where small businesses should invest in product and service personalization, as well as adopt innovative technologies such as artificial intelligence to optimize operations. Marketing with ethical and sustainable values also emerges as a competitive differentiator.
The challenge remains: companies that balance innovation and purpose are better prepared to thrive in a dynamic and challenging environment. For Brazil, this means not only exporting startups and technology, but consolidating an innovation model that is inclusive, sustainable, and capable of transforming the economic reality of different regions.
Photo by Annie Spratt on Unsplash
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