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More than 94 million Brazilians shop online, and smartphone use dominates the shopping channel.
It continues to grow despite regulatory barriers, accounting for around 7% of online sales by 2025.
Its B2C market is expected to reach around US$64 billion by 2025, with sustained growth in the coming years.
The rapid growth of e-commerce and the adoption of new payment technologies strengthen the Brazilian market as one of the most dynamic in the region.
Growth of e-commerce
Revenues of more than US$33-36 billion in 2023-2025 and projected double-digit annual growth
Digital penetration and online shopping
75–88% of the population has access to the internet, with millions of active online shoppers.
Mobile e-commerce
Around 60-70% of purchases are made via mobile devices.
Cross-border still small but growing
~7% of total e-commerce comes from international purchases.
Continued growth and consolidation
Market projected to grow to ~US$150 billion by 2031 with double-digit CAGR.
Analysis of digital habits and purchasing patterns in the market
Mobile preference
Most online purchases are made from smartphones, driving mobile e-commerce.
Modern and fast payments
Solutions such as Pix are gaining ground as a preferred payment method, increasing the speed and ease of purchase.
International e-commerce
Even with logistical and regulatory challenges, there is high willingness to purchase from international e-commerce, especially for technology, fashion, and lifestyle products.
Segments with high demand and favorable price gaps for cross-border trade.
Technology and gadgets
Smartphones, accessories, tablets, and wearables with strong demand and competitive pricing potential.
Fashion and clothing
Global clothing and footwear with price differences compared to local alternatives.
Accessories, gadgets, and lifestyle products
Lightweight and quick to ship, ideal for high order volumes.
Small appliances and home
They attract searches but require fine-tuned logistics due to volume.
(Note: the large and diverse local market also offers opportunities in other segments based on specific trends.)
Segments with high demand and favorable price gaps for cross-border trade.
Taxes on low-value imports
Import tax may impact low-value products if it exceeds the exemption thresholds.
Operational challenges in importing
Regulatory and logistical complexity requires planning and compliance to avoid delays and unexpected costs.
Tax benefits for cross-border transactions
Despite barriers, initiatives such as tax exemption programs for small imports facilitate cross-border opportunities if optimized correctly.
Key findings for capitalizing on the growth of digital commerce
High potential of digitally active consumers
Brazil continues to expand its online buyer base with strong growth in mobile commerce.
Market dominated by robust marketplaces
Mercado Libre, Amazon Brazil, Shopee, Magalu, which facilitates integrations and exposure.
Robust payment infrastructure
With Pix and cards, reducing barriers to online shopping.
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