E-commerce in Brazil is projected to reach revenues of R$ 224.7 billion in 2025, according to estimates by the Brazilian Association of Electronic Commerce (ABComm), indicating growth of around 10% compared to the previous year. This progress confirms the expansion trend observed since the acceleration of digitalization during the COVID-19 pandemic.
One of the main drivers of this growth is the consolidation of Pix as a payment method. According to the research ‘Payments in Transformation: From Cash to Code,’ conducted by Google, Pix accounted for 47% of total transaction volume in 2024, surpassing credit cards (34%) and other methods (18%). The system’s success is explained by instant transaction approval, no fees for consumers, and high security levels.
Additionally, digital platforms like Instagram and TikTok have established themselves as strategic virtual showcases, capable of directly influencing consumer purchasing behavior. The report ‘State of Influencer Marketing in Brazil 2025’ by HypeAuditor reveals that the country already has 3.8 million active influencers, surpassing the United States and India, representing 15% of the global total.
The growth of digital commerce is also reflected in the increase in order volume. According to ABComm, 435 million online purchases will be made in 2025, a 5% increase over the previous year. Experts highlight that while Pix and social media drive the sector, the results could be even better with efficient payment orchestration. Integrating different methods, optimizing checkout, and managing transactions in a unified way could increase sales by up to 5%—around R$ 12 billion more—by reducing friction and improving the consumer shopping experience.
The advancement of Pix and social media not only facilitates the shopping experience but also promotes greater financial inclusion and engagement among small and medium-sized entrepreneurs. ‘Competition is increasing, and only those who invest in innovation, user experience, and digital qualification will have a real chance to thrive in this new era. Retail has changed forever, and now the question is no longer whether a company should be online, but how it will differentiate itself to remain relevant in this highly competitive landscape,’ states Rebecca Fischer, Co-founder e Chief Strategy Officer (CSO) da Divibank
With the market expanding, companies and digital platforms must quickly adapt to changes in consumer behavior and new technologies, solidifying Brazil as one of the leading e-commerce hubs in Latin America.