Among the 18 sectors of electronic retail analyzed in the E-commerce Sectors Report in Brazil, approximately 16 e-commerce segments in the country grew in November — a growth driven by Black Friday. According to the latest numbers, the online traffic evolution on the platforms was 10% compared to October, accounting for 3 billion unique visits — the highest number of 2024.
Beyond the date of commercial offers, November was a month marked by the consolidation of a player that was relatively unknown in Brazil until then. If when we talked about Asian e-commerce, the main names that came to mind were Shoppe, Shein, and Aliexpress, now the name Temu is on the list.
With Temu’s surprising growth, today, 5 out of the top 10 largest Brazilian e-commerce are Asian. The Chinese company, based in Boston, USA, arrived in Brazil in May this year. Despite the short time in the market, it has already surpassed heavy competitors such as Olx, Shein, Aliexpress, and Magazine Luiza to reach the 5th place in the ranking of the largest e-commerce in Brazil.
The leader in the import ranking since August went from 1 million accesses in May this year to over 107 million visits in November 2024.
The sectors that grew the most on Black Friday
Compared to October, the Jewelry and Watches sector was the segment that grew the most in November, with a 39% increase — taking advantage of Black Friday and the proximity to Christmas. According to the Black Friday 2024 Study conducted by Conversion, in fact, 83.6% of consumers stated that they intended to use the promotional season to buy their Christmas gifts.
The sector’s growth was driven by Vivara, which saw an increase of over 3.4 million visits and was responsible for about 73% of the growth in sector visits. The other two categories that showed the highest increase in the month were Sports, with 29.4%, and Cosmetics, with 28.4%.
The imported goods sector also had its best performance of the year, reaching over 316 million monthly visits — an increase of 6.3%. The highlight of the month for the category was the increase in Aliexpress visitors by 22%, reaching around 91 million.
In the Marketplace sector, Amazon Brazil stood out the most, surpassing the numbers from July, the month of Prime Day when the company had presented its best results of the year up to that point. However, the site that expanded its traffic the most in the monthly comparison was Casas Bahia’s platform, with a 36.9% MoM increase, achieving its best result of the year.
Within the Electronics and Home Appliances segment, Brazilian company Kabum advanced by 61% and surpassed Apple to reach the second position in the sector — which reached 16.5%, with 234 million visits. The category leader remains Samsung, with 44.8% of the share of traffic in the niche.
