How to find and sell to B2B customers in Brazil
To sell B2B in Brazil: (1) define your target segments and translate them into CNAE activity codes, (2) build lists from Brazil's public CNPJ company registry rather than global databases, which miss most SMBs, (3) reach out in Brazilian Portuguese, combining email and WhatsApp, (4) price in BRL with local payment methods such as Pix and boleto, and (5) follow LGPD, Brazil's data protection law. Tools like 1Lead handle steps 1 to 3 in one place.
Why Brazil
Brazil is Latin America's largest economy, with millions of active companies, most of them small and mid-size businesses that are rapidly adopting SaaS, payments and digital tools. Competition from local vendors is real, but many segments are still under-served by software built for Brazilian workflows.
Five things that work differently
- Language: buyers expect Portuguese. Translate your site, onboarding and outreach; Spanish is not a substitute.
- WhatsApp: a primary business channel, often faster than email.
- Company identity: every company has a CNPJ (tax ID) with public registration data. See what is a CNPJ.
- Payments: Pix (instant payments) and boleto are standard; card installments (*parcelamento*) are common.
- Taxes and invoices: B2B buyers expect a *nota fiscal*. Selling cross-border without a local entity is possible, but local invoicing helps larger deals.
Finding your first customers
- Pick 2 or 3 segments where your product has a clear advantage.
- Translate them into CNAE codes: see what is a CNAE code and examples for software companies, clinics and restaurants.
- Build lists filtered by city, company size and active status. See how to list Brazilian companies by CNAE.
- Run a Portuguese sequence: email, then WhatsApp, then follow-ups that stop on reply.
- Start with São Paulo and the South/Southeast for density, then expand.
Using 1Lead from abroad
1Lead is a Brazilian prospecting platform: AI suggests CNAE codes from a plain description of your ideal customer, filters Brazil's company registry by activity, location, size and status, writes Portuguese outreach, and runs email and WhatsApp sequences with a built-in CRM. The interface is in Portuguese; plans are priced in BRL, USD or EUR (see pricing).
Frequently asked questions
Do I need a Brazilian company to sell in Brazil?
Not to start. Many foreign SaaS companies sell cross-border at first. A local entity (CNPJ) helps with local invoicing, payments in BRL and larger enterprise deals.
Is it OK to send cold emails to Brazilian companies?
Yes, for B2B, if you comply with LGPD when using personal data: legitimate interest, transparency and easy opt-out.
What language should I use?
Brazilian Portuguese. English works only with large international companies.