{"id":80572,"date":"2026-06-05T18:11:17","date_gmt":"2026-06-05T21:11:17","guid":{"rendered":"https:\/\/economiasa.com.br\/blog\/?p=80572"},"modified":"2026-06-05T18:11:17","modified_gmt":"2026-06-05T21:11:17","slug":"reforma-tributaria-ferramentas-estrategicas-para-proteger-margens-e-fluxo-de-caixa-no-e-commerce","status":"publish","type":"post","link":"https:\/\/economiasa.com.br\/blog\/reforma-tributaria-ferramentas-estrategicas-para-proteger-margens-e-fluxo-de-caixa-no-e-commerce\/","title":{"rendered":"Reforma Tribut\u00e1ria: ferramentas estrat\u00e9gicas para proteger margens e fluxo de caixa no e-commerce"},"content":{"rendered":"\n<p><em>Com as mudan\u00e7as regulat\u00f3rias recentes, o marketing de afiliados se torna essencial para lidar com o split payment e a tributa\u00e7\u00e3o no destino<\/em><\/p>\n\n\n\n<p>Com a Reforma Tribut\u00e1ria entrando em vigor neste ano, o com\u00e9rcio eletr\u00f4nico brasileiro se prepara para um per\u00edodo desafiador. As mudan\u00e7as no modelo de arrecada\u00e7\u00e3o, com a cria\u00e7\u00e3o do Imposto sobre Bens e Servi\u00e7os (IBS) e da Contribui\u00e7\u00e3o sobre Bens e Servi\u00e7os (CBS), devem impactar diretamente a forma\u00e7\u00e3o de pre\u00e7os, a gest\u00e3o de margens e, principalmente, o fluxo de caixa das opera\u00e7\u00f5es digitais.<\/p>\n\n\n\n<p>Segundo Salom\u00e3o Ara\u00fajo, VP comercial da\u00a0<a href=\"https:\/\/rakutenadvertising.com\/pt-br\/?utm_agid=134796708383&utm_term=rakuten%20advertising&utm_campaign&utm_source=google-ads&utm_medium=cpc&hsa_acc=4207695834&hsa_cam=10975043880&hsa_grp=134796708383&hsa_ad=595471521038&hsa_src=g&hsa_tgt=kwd-355473578858&hsa_kw=rakuten%20advertising&hsa_mt=e&hsa_net=adwords&hsa_ver=3&hstk_creative=595471521038&hstk_campaign=10975043880&hstk_network=googleAds&gad_source=1&gad_campaignid=10975043880&gbraid=0AAAAADnXLLbfax9ylBRjQ8LMRiaepFo8d&gclid=CjwKCAiAl-_JBhBjEiwAn3rN7XogANAgYdf4z3o45WUQx3Bsu21uPeOg8B70NfkSZUtYw1WdZ_onoBoCnisQAvD_BwE\" target=\"_blank\" rel=\"noreferrer noopener\">Rakuten Advertising<\/a>, rede l\u00edder\u00a0 global de afiliados e marketing de performance, a adapta\u00e7\u00e3o ao novo cen\u00e1rio vai muito al\u00e9m da conformidade fiscal. Exige a revis\u00e3o profunda das estrat\u00e9gias de aquisi\u00e7\u00e3o de clientes e investimentos em tecnologia capazes de sustentar a opera\u00e7\u00e3o em contexto de maior press\u00e3o financeira.<\/p>\n\n\n\n<p>\u201cNo sistema de\u00a0<em>split payment<\/em>, o IBS e CBS s\u00e3o repassados diretamente para o comit\u00ea gestor ou governo no momento do pagamento ao fornecedor, garantindo conformidade fiscal imediata. Embora essa din\u00e2mica ocorra inicialmente em transa\u00e7\u00f5es B2B e boletos, a previs\u00e3o \u00e9 que o governo estenda a funcionalidade para PIX e TED futuramente, trazendo ainda mais agilidade \u00e0s parcerias\u201d, afirma o executivo.<\/p>\n\n\n\n<p>Al\u00e9m do novo modelo de tributa\u00e7\u00e3o, o setor enfrentar\u00e1 um longo per\u00edodo de transi\u00e7\u00e3o, com a chamada \u201cdupla apura\u00e7\u00e3o\u201d dos tributos antigos e novos entre 2027 e 2032, o que torna ainda mais desafiador manter estrat\u00e9gias de marketing baseadas em altos custos fixos e retorno incerto, sob risco de comprometer a sustentabilidade do neg\u00f3cio.\u00a0<\/p>\n\n\n\n<p>Para o especialista, outra alternativa \u00e9 a\u00a0 atua\u00e7\u00e3o de afiliados regionais, que permite campanhas mais localizadas e personalizadas, facilitando a adequa\u00e7\u00e3o \u00e0 tributa\u00e7\u00e3o no destino em um pa\u00eds marcado por ampla diversidade fiscal e log\u00edstica. \u201cProcessos como venda consultiva, que \u00e9 o caso do atendimento via WhatsApp, por exemplo, contribuem para o aumento do ticket m\u00e9dio ao estimular a oferta de produtos complementares, ajudando a compensar eventuais ajustes de pre\u00e7os e reclassifica\u00e7\u00f5es tribut\u00e1rias\u201d, complementa Salom\u00e3o.<\/p>\n\n\n\n<p>Outro ponto-chave \u00e9 a rastreabilidade das opera\u00e7\u00f5es: plataformas de afiliados j\u00e1 operam com alto n\u00edvel de monitoramento das transa\u00e7\u00f5es, o que favorece a correta apura\u00e7\u00e3o e contabiliza\u00e7\u00e3o dos impostos no destino, reduzindo riscos fiscais. \u201cA Reforma Tribut\u00e1ria pode, no longo prazo, simplificar o sistema e reduzir custos de compliance, mas exige tecnologia robusta e processos muito bem estruturados. Modelos baseados em performance, com alto grau de rastreabilidade, ajudam as empresas a ganhar efici\u00eancia, manter previsibilidade de custos e atravessar esse per\u00edodo de transi\u00e7\u00e3o com menos riscos\u201d, conclui o VP da Rakuten Advertising.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Com as mudan\u00e7as regulat\u00f3rias recentes, o marketing de afiliados se torna essencial para lidar com o split payment e a tributa\u00e7\u00e3o no&#8230;<\/p>\n","protected":false},"author":30,"featured_media":65859,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[661],"tags":[],"ppma_author":[13239],"class_list":{"0":"post-80572","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-gestao-publica"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Reforma Tribut\u00e1ria: ferramentas estrat\u00e9gicas para proteger margens e fluxo de caixa no e-commerce - 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