In 2025, digital marketplace Hotmart saw a staggering 364% increase in sales for products related to tax reform, with over 50,000 purchases. Most of these transactions occurred in the last two months of the year, coinciding with the lead-up to the transition to a new tax system in Brazil. Online courses were the most popular products, followed by ebooks and both online and in-person events.

To accommodate the rising demand from digital content creators, Hotmart initiated a series of free public meetings called "Hotmart Sessions Reforma Tributária" in January. These sessions focus on the implications of the impending tax changes for entrepreneurs operating in the digital space, featuring expert participation. According to Nathalia Brandão, the company's Vice President for Legal and Tax, these meetings aim to support clients during this transition, helping them understand both the complexities and opportunities that arise.

Brandão emphasizes that the overarching message of the Hotmart Sessions is aimed at reducing fear and encouraging preparedness among entrepreneurs. As the Brazilian tax landscape undergoes significant changes, the initiative underscores the importance of equipping individuals with the necessary skills and knowledge to navigate this evolving environment successfully.