--- title: "As perspectivas para o mercado de varejo supermercadista em 2025" url: https://mercadocomum.com/as-perspectivas-para-o-mercado-de-varejo-supermercadista-em-2025/ author: Carlos Alberto Teixeira de Oliveira date: 2025-01-25T10:01:57-03:00 categories: [Destaques do Mundo Empresarial] tags: [As perspectivas para o mercado de varejo supermercadista em 2025] --- # As perspectivas para o mercado de varejo supermercadista em 2025 ***As estratégias para transformar desafios em oportunidades*** Com o início de um novo ano, cresce também a expectativa para vários setores da economia, em especial, o setor supermercadista, que se depara com a análise dos cenários mercadológicos em todas as esferas que envolvam o segmento. Do ponto de vista jurídico não é diferente, uma vez que o varejo supermercadista precisará navegar por um ambiente em transformação, em que a inovação tecnológica e a sustentabilidade estarão no centro das mudanças regulatórias, a preparação estratégica será a chave para transformar desafios em oportunidades. **A Reforma Tributária** A Reforma Tributária está prevista para avançar em 2025, com o objetivo de unificar os impostos, tais como ICMS, ISS, PIS e Cofins em um modelo de IVA dual. Para a advogada e especialista em varejo, Daniela Correa, o setor supermercadista terá um impacto positivo: “a simplificação das obrigações acessórias trará uma maior previsibilidade tributária. Contudo, a transição para esse novo regime representa um desafio operacional”, explica Daniela. Empresas do varejo supermercadista precisarão investir em sistemas de gestão tributária para garantir o cumprimento das obrigações acessórias e evitar passivos fiscais. “Isso fará com que haja uma maior previsibilidade financeira, facilitando o planejamento de longo prazo”, diz a advogada. **Tributação de operações digitais** O aumento das vendas online no setor supermercadista demanda maior atenção em relação à tributação de transações digitais. Segundo Daniela, a fiscalização do ICMS sobre e-commerce deve ser intensificada e com a reforma e a consequente unificação dos tributos – “para isso, o planejamento tributário será essencial”, ressalta. Daniela ainda explica, que, para enfrentar este desafio, os supermercados precisarão adotar o compliance digital e sistemas automatizados de emissão de notas fiscais, inclusive para lidar com a harmonização de legislações estaduais que podem gerar maior complexidade tributária. **Tributação sobre o consumo e impacto social** A respeito da tributação sobre o consumo, Daniela alerta: “a possível desoneração de produtos essenciais pode estimular o consumo e aliviar a carga tributária sobre itens da cesta básica. Para o varejo, o impacto consiste em estar preparado para ajustes rápidos na precificação e no controle de margens. O alívio tributário pode melhorar a percepção dos consumidores sobre o setor, portanto, trata-se de uma oportunidade para o varejo supermercadista”. **Sustentabilidade e Tributação Verde** “Esta é uma tendência real e mundial”, alerta Daniela. “Com a crescente pressão por práticas empresariais sustentáveis, a tributação verde ganha espaço. Novos incentivos fiscais podem beneficiar empresas que adotem práticas de ESG (ambiental, social e governança), como redução de desperdícios e uso de energia renovável”, complementa a especialista. “O varejo supermercadista pode ser incentivado a investir em infraestrutura ecoeficiente e com a pressão mundial por medidas sustentáveis, haverá possibilidade de sanções ou tributação adicional para empresas que não cumprirem metas de sustentabilidade”, acrescenta. **Relações trabalhistas e novas formas de contratação** Com o avanço de tecnologias e mudanças no comportamento do consumidor, como o crescimento do delivery, por exemplo, o setor precisará adaptar suas relações trabalhistas. Contratações mais flexíveis, especialmente em plataformas de *gig economy*, podem ser regulamentadas e haverá a necessidade de revisão de contratos e adequação às normas trabalhistas emergentes. **Regulamentações sobre a Proteção de Dados (LGPD)** Com a intensificação da fiscalização pela ANPD (Autoridade Nacional de Proteção de Dados), o cumprimento da LGPD (Lei Geral de Proteção de Dados) será ainda mais crítico. Supermercados que operam com grandes volumes de dados sensíveis precisarão reforçar suas políticas de privacidade. “Caso isso não ocorra, o impacto será grande, tendo em vista as penalidades financeiras e reputacionais para empresas que não se adequarem à legislação”, alerta Daniela. **Relações de consumo ** Daniela ainda explica que o setor supermercadista passa por transformações significativas nas relações de consumo, impulsionadas pela tecnologia e mudanças nos hábitos dos consumidores. Uma das principais inovações é a adoção do comércio eletrônico, permitindo compras online e entrega em casa ou retirada em loja. Isso não apenas amplia a acessibilidade, mas também oferece experiências personalizadas através de recomendações baseadas em compras anteriores. Outra inovação é a implementação de tecnologias móveis, como aplicativos de fidelidade e pagamentos digitais, que facilitam a interação entre consumidores e supermercados. Além disso, a inteligência artificial é utilizada para otimizar estoques, prever demanda e melhorar a cadeia de suprimentos. “Essas inovações melhoram a eficiência, reduzem custos e proporcionam uma experiência de compra mais conveniente e personalizada”, explica Daniela. A sustentabilidade também é um foco crescente, com supermercados adotando práticas eco-friendly, como embalagens biodegradáveis, redução de resíduos e promoção de produtos orgânicos. Além disso, a transparência nutricional e a oferta de opções saudáveis são cada vez mais valorizadas. Essas inovações não apenas melhoram a experiência do consumidor, mas também contribuem para um futuro mais sustentável. Desta forma, o investimento em compliance nas relações de consumo, somado a sistemas que garantam a segurança nas relações consumeristas é essencial para que o segmento acompanhe a mudança comportamental de seu público consumidor e as tendências do setor. Para 2025, Daniela projeta algumas expectativas: “o ano de 2025 promete transformações significativas para o varejo supermercadista, com impacto direto nas áreas jurídicas envolvidas. Empresas do setor devem investir em compliance, tecnologia e adaptação a novos modelos regulatórios para se manterem competitivas em um mercado em constante evolução”, finaliza. Daniela Correa é advogada especialista com mais de 20 anos de experiência em Direito Empresarial, com ênfase em Tributário, Trabalhista, Societário e Compliance, com atuação no consultivo e contencioso estratégicos. MERCADOCOMUM estará circulando, em dezembro, com uma edição especial impressa e outra eletrônica trazendo matérias sobre os premiados, as empresas/instituições e personalidades – destacando a relevância desta iniciativa para a economia e o desenvolvimento de Minas Gerais. Cabe, ainda ressaltar, a importância da realização desse evento, que reúne expressiva parcela formadora do PIB mineiro e obtém ampla repercussão na mídia em geral. Nesta edição especial constará o descritivo do XXVIII Ranking de Empresas Mineiras, listando-se as Maiores Empresas de Minas – em ordem alfabética, por setor econômico, receita operacional líquida, resultado, patrimônio líquido e ativos totais, entre outros. 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