In a clear demonstration of the advancement of foreign platforms in Brazilian digital retail, five of the ten largest e-commerce sites accessed by consumers in the country are of Asian origin. Shopee, Temu, Samsung, Shein, and AliExpress have consolidated their positions among the leaders of national e-commerce, accumulating an impressive 639 million visits in January 2025 alone.
The imported goods sector recorded significant growth of 68% compared to January 2024, jumping from 197 million to 331 million monthly visits, confirming the growing trend of Asian platforms dominating the Brazilian market.
Among the Eastern giants, the Chinese Temu stands out as the major growth phenomenon. In January alone, the platform saw a 38.5% increase in traffic, recording 39.7 million more visits than the previous month. In the annual comparison, the numbers are even more impressive: a stratospheric growth of 11,000%, rising from just 1.1 million visits to 142.9 million in January 2025.
Temu’s impact was so significant that the company was responsible for 92% of the imported goods sector’s growth last month, driving the entire category.
Taking advantage of the back-to-school period, the Education, Books, and Stationery sector led monthly growth among all categories, with a 30.3% increase in January. Gran Cursos Online took the top position in the sector ranking, being the main driver of the category’s positive performance.
Other sectors that recorded exceptional performance were Gifts & Flowers and Pet, achieving their best results in the last 13 months. Gocase stood out particularly in the gifts segment, growing 49% compared to December, with 1.9 million additional visits.
The consolidation of Asian platforms in the Brazilian market represents a growing challenge for national retailers, who need to develop competitive strategies to face these global giants that combine a wide variety of products with attractive prices for Brazilian consumers.
