Brazil stands out at Web Summit Lisbon 2025 with a strong presence of startups.
Brazil had a prominent presence at Web Summit Lisbon 2025, one of the largest global technology and innovation events, held between November 10th and 13th in Portugal. The Brazilian delegation included more than 370 startups and innovative companies from all regions of the country, coordinated by ApexBrasil in partnership with Sebrae, highlighting the growing maturity and decentralization of the national innovation ecosystem.
Northeast Brazil stands out in the startup ecosystem.
Northeastern Brazil is consolidating itself as the second largest startup hub in the country, hosting approximately 24.71% of the national total, second only to the Southeast, which concentrates 35.81% of the national total. At the event, 35 startups from the region were selected to represent the local technological potential, reinforcing the accelerated growth of innovation in the region, with scalable technological solutions and a focus on internationalization.
Impact and investment in technology in Brazil
Brazil is home to more than 20,000 startups, a number that is constantly growing, positioning it as a benchmark for innovation in Latin America. Recent data indicates that technology professionals in the country receive an average annual salary of R$358,000, the highest in Latin America, according to the report. The State of Global Compensation 2025. Despite this, there are internal salary disparities, especially in areas such as sales and marketing, which still lag behind international standards.
Public initiatives and events to promote entrepreneurship
Meanwhile, the government of Paraíba awarded 20 entrepreneurs at Expo Favela Innovation 2025 with investments exceeding R$1 million to foster businesses with social and economic impact. The event reinforces the importance of public programs to stimulate entrepreneurship in underprivileged areas.
Furthermore, the Ministry of Management and Innovation in Public Services (MGI) launched the Rural Environmental Registry (CAR) at COP30 as Brazil's first Digital Public Asset, highlighting the connection between technology, sustainability, and social justice as pillars for the country's future.
Trends for businesses and startups in 2025
- Customizing products and services as a competitive advantage.
- Increasing use of artificial intelligence for operational optimization.
- Marketing driven by ethical values and sustainability to attract conscious consumers.
- Micro and small businesses lead the creation of new businesses and formal jobs, accounting for approximately 301% of Brazil's GDP.
Impacts and challenges
Strengthening Brazil's startup and innovation ecosystem brings significant opportunities to the economy, promoting job creation and attracting international investment. However, challenges such as internal wage inequality, the need for greater support in non-technical areas, and the expansion of sustainable digital infrastructure still need to be addressed to consolidate Brazil as a global technology powerhouse.
Photo by Annie Spratt on Unsplash
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