The e-commerce in Brazil is expected to grow by 8% on Mother’s Day 2025, compared to last year. The estimate comes from the Brazilian Association of E-Commerce (ABCOMM). Sector players are already prepared for what is one of the main national retail dates.
Only Magis5, a hub of integration and automation that brings together more than 30 marketplaces and integrated channels in the country, had a significant volume of orders processed during the same period last year, confirming the strategic importance of this date for the sector.
According to the company’s team, more practical gifts related to personal consumption are expected to be among the most sought after. Based on market surveys, such as the National Confederation of Commerce (CNC), the team mentions items with a higher propensity for sales.
These products include perfumes and cosmetics, representing over a third (34%) of purchase intentions; followed by clothes (22%) and chocolates (15%). On the other hand, mothers’ preferences lean towards travel (30%) and smartphones (11%). It also highlights the preference for household appliances (9%), driven by a peculiarity: almost a quarter of families are expected to choose to celebrate the date at home.
According to the team of experts, the estimated growth of 8% in the e-commerce this Mother’s Day is expected to put pressure on logistics in states like São Paulo, Minas Gerais, and Rio de Janeiro. These states tend to concentrate 57% of sales, as informed by the hub based on information from the Central Bank.
Magis5 also projects the distribution of orders through a network of marketplaces. The trend is for major players in the sector to maintain leadership. In 2024, the sales leader during that period was Mercado Livre, followed by Shopee, Shein, Amazon, and Magalu.
“Indeed, more established brands, with more time in the market and higher investments in advertising and marketing, are among the most used. But the trend is for this concentration to decrease, with order distribution extending to other networks as well.”, evaluates Claudio Dias, CEO of Magis5.
The Tiktok Shop Factor
The Brazilian e-commerce has a debut on Mother’s Day 2025: the TikTok Shop – a feature of the social network that allows products to be sold directly through it. According to Dias, it is a significant difference for this year’s date compared to previous years.
“TikTok has 111.3 million users in Brazil. We are the third largest presence on the network worldwide. It represents a huge potential for e-commerce reach, which is starting to be developed right at a significant time for commerce, which is Mother’s Day.”, elaborates.
For the CEO, it’s a significant advantage for data, this year, compared to previous years. The platform, which has been gaining space in e-commerce, is expected to attract mainly the 18 to 34-year-old audience, responsible for 40% of the intentions to purchase perfumes, cosmetics, and electronics, according to a CNC study.
In addition, the format of short videos and live reviews makes product discovery easier, aligning with the fact that many consumers haven’t decided yet what to gift.
Faced with projections and novelties in the sector, the expert lists some tips both for those who will buy gifts for Mother’s Day, and for those who work as sellers and want to take advantage of the date to increase their revenue. Check it out:
Tips for buyers:
- Align expectations: Consider home experiences or gifts that combine affection and added value.
- Buy in advance: Avoid out-of-stock and last-minute high prices.
- Explore the TikTok Shop: Growing platform to find deals.
- Gift multiple women: Universal kits or bulk purchases can lead to savings.
- Surprise with meaning: Accompany the gift with a personalized message.
Tips for sellers:
- Take advantage of the gaps: Offer creative alternatives for unmet desires, such as electronics with extended installment payments.
- Boost your TikTok Shop: Use videos and lives to highlight products, especially during peak hours.
- Regional Segmentation: SP, MG, and RJ account for 57% of sales. Adapt campaigns and stocks to these markets.
- Facilitate logistics: Ready-to-gift packaging and quick delivery options cater to last-minute shoppers.
- Create strategic bundles: With 49% of consumers planning to spend between R$ 50 and R$ 200, creating smart bundles can increase your average ticket.
