Global sales: everything you need to know about Hotmart's business model updates

Updating the business model can provide creators the autonomy and flexibility to develop business strategies, enhancing their decision-making ability. Additionally, it can improve control over sales, cash flow management, and determination of the nature of the product, which can potentially result in tax deductions and exemptions.

Creators are responsible for calculating, reporting, and paying taxes, as well as invoicing each sale. As a creator, your tax obligations will vary depending on the tax laws applicable to the sale, taking into account the country in which your account is based and the country of the buyer. For more information on which regions will be impacted, see this article. In other regions, in accordance with local tax laws, Hotmart may manage taxes and invoicing for buyers.

Cocreators or affiliates will have a direct relationship with the creator with whom they work, and will remain responsible for taking care of tax issues that may apply to them and their services, such as issuing invoices for the services provided to the creator.

All the countries Hotmart sells to will be included in this model update.

The business model change will be global and apply to all sales made on Hotmart in accordance with the tax rules and scenarios discussed in this article. This means that all creators using our platform will have to make some adjustments depending on where they are located and/or sell their products. It should be noted that the change does not apply to local sales made in Brazil, i.e., made by product creators in Brazil to buyers in Brazil.

Creators, cocreators, and affiliates are advised to consult with their accountants and lawyers to understand their accounting and tax obligations in each country where they provide services and sell products. It is essential to remember that tax rules vary, depending on the location of the creator, the buyer, the product sold and other aspects.
To prepare, it is important to know the location of your buyers and, with the help of an accounting expert, determine the countries where your products will be subject to taxes and the corresponding tax obligations that arise from these sales.
For more information on which sales scenarios require some adjustments and how to determine the country in which your sales were made, please read the article Global sales: tax responsibilities for sales made on Hotmart.

Sales made by creators in Brazil, in Brazilian Reais, will continue as usual, as these transactions already have Hotmart in an agent role. However, please note that if the creator lives in Brazil but the buyer resides in a country other than Brazil, the sale will be considered international and will therefore be subject to the changes mentioned. For more information on applicable taxes in Brazil, click here (available in Portuguese).

Not necessarily. Making a sale to customers in different countries does not necessarily require setting up a company, but there may be applicable taxes, such as VAT (Value Added Tax) on digital products.
It is important to understand the tax implications of selling digital products and to check whether the product you sell is taxable in the buyer's country. We recommend consulting an expert on this matter. In addition to compliance obligations, there may be exemptions applicable to your case.

Hotmart PRO (BETA) is a marketplace where creators can hire specialists in Paid Traffic, Product Launches, Copywriting, Design, Sales Recovery, and Accounting to help manage and grow their digital business. Currently, Hotmart PRO is only available to creators in Brazil.

We are actively working on producing content and solutions to help you adapt to the updates in our business model, including partnering with experts to provide additional support. More details on this subject will be shared soon, so you can make the adjustments to your business smoothly. Additionally, it is essential to review Hotmart’s General Terms of Use and General Payment Policy, which will be updated soon to reflect these changes.

The Terms of Use and Policies of the platform will be updated to reflect the change in business model. However, any specific terms agreed upon in partnership contracts will remain unchanged.

Our business model is adapting to support global sales. This means creators, co-creators, and affiliates must provide their sales information to the relevant local tax authorities, as it is already done in Brazil. For more information, see the article Global sales: tax responsibilities for sales made on Hotmart.

We strongly recommend seeking tax advice to fully understand how to proceed with these updates to our business model, analyzing their impact on your context, and tailoring them to your specific needs. Please note that you are responsible for the tax aspects of your business, and you must ensure that all processes, including the issuing of invoices, comply with legal and tax regulations.

The Hotmart platform hosts products and facilitates sales. It is not responsible for providing tax advice to users.

Sales of digital products are generally subject to VAT based on the buyer's country, regardless of the creator's location. We recommend consulting your accountant to confirm whether these exemptions apply to your product. Any questions regarding other taxes, such as income tax, should also be directed to your accountant.

For questions like these, we recommend that you consult with your accountant or lawyer for advice and assistance with your strategy.

There are no specific impacts for creators in any particular country. It is essential to understand the tax regulations for digital products, particularly in the markets where you sell.

We recommend you seek advice and assistance from your accountant or lawyer to develop your strategy.

Hotmart recommends seeking support and guidance from tax advisors or accountants regarding payment to affiliates and the taxes involved in this relationship.

There is a specific report located in Sales > Reports > Payments to Affiliates which contains details of your affiliates such as: first name, last name, document (Tax ID), country, address, number of sales and the sum of commissions from sales made, paid to the affiliate that will help you generate invoices.
ATTENTION: The details of the amount to be declared must be confirmed between the creator and their accountant.

Creators, with the support of an accountant, must define the optimal pricing strategy, considering their responsibility for tax collection and payment. Invoices can be issued and sent through our native integrations or in any manner preferred by the creator.

The obligation to issue an invoice depends, among other requirements, on your location and the product you sell, and the information contained in each invoice may vary according to local rules. We recommend consulting an expert to understand the obligations related to the countries in which you make sales.

Hotmart has native integrations with Alegra, a Colombian platform specializing in invoicing and accounting that serves Colombia and Mexico, and eNotas, which serves Brazil. You can also use sales reports and integrate via API with other tools.
See the possibilities available for issuing invoices in the article Global sales: accounting & tax solutions.

Hotmart provides sales data based on the currency used in the transaction, but does not offer currency conversion. When issuing the invoice, creators will be able to view both the original value and the converted value.

No, there is no feature to block sales by country.

Creators are responsible for developing the optimal pricing strategy, considering that they are now responsible for collecting and paying taxes on sales made, if the product is taxable in that country.

No, the processes remain unchanged.

Yes, commissions for cocreators will remain unchanged and will continue to be based on the percentages defined by the creator.

As of January, we have started the automatic monthly transfer of all commissions from your international sales or sales in currencies other than BRL to the bank account you have registered on our platform. This transfer is made without any withdrawal fees.
Please note that the process for receiving commissions for sales made in Brazil, in Brazilian Reais, remains unchanged. For further information, please refer to this article.