Bolstered by the success of Pix and a large young population, enthusiastic about technology and open to a culture of digital innovation, Brazilian e-commerce is expected to reach $585.6 billion by 2027, representing a 70% increase compared to 2024. This growth is expected to occur even on a strong base, considering that local e-commerce has already been growing at double-digit rates in recent years. The findings are from the 2nd edition of the study “Global Expansion Guide for High-Growth Markets”, produced by Nuvei, a Canadian fintech specializing in payment solutions. The research focuses on Brazil and South Africa, an emerging country with similar characteristics that is also expected to expand e-commerce by 2027.
The report is part of a series of studies analyzing e-commerce in eight high-growth markets mapped by Nuvei—Brazil, South Africa, Mexico, Hong Kong, Chile, India, Colombia, and the United Arab Emirates.
By mapping the local landscape and the characteristics and preferences of consumers in Brazil and South Africa, Nuvei’s report serves as a kind of guide for insights and strategies for foreign companies interested in selling online in the local market, as well as for Brazilian companies looking to offer their products in other high-potential expansion countries. In other editions, the research delves into various countries with high-growth markets, capable of leading the advancement of global e-commerce to surpass the trillion-dollar mark by 2027—reaching an estimated $1.23 trillion, an unprecedented milestone. The previous edition covered Colombia and the United Arab Emirates, and the upcoming ones will focus on Mexico and Hong Kong, followed by Chile and India.
According to Nuvei’s study, e-commerce in Brazil reached $346.3 billion in 2024. To illustrate recent growth, this volume was $85.5 billion in 2018. Based on factors such as Brazilians’ high adoption of new technologies and, consequently, payment innovations—as shown by the success of Pix, now used by 90% of the adult population, according to the Central Bank—e-commerce in the country is expected to achieve a 585% increase over the 2018 mark by 2027—that is, in less than ten years.
“Emerging markets like Brazil and South Africa not only follow global e-commerce trends: in fact, they drive these trends, with their large populations and constant development of new payment technologies, such as Pix in Brazil and PayShop in South Africa,” says Daniel Moretto, Senior Vice President of Nuvei Latin America. The series of studies analyzes e-commerce in eight high-growth markets mapped by Nuvei. “These are all markets with innovative payment ecosystems that are at the forefront of global e-commerce advancement,” he adds.
Cross-border sales
And Brazil’s growth in e-commerce isn’t just internal. Nuvei’s data shows that online cross-border sales are expected to jump from $26.6 billion in 2024 to $51.2 billion in 2027—a 92.5% increase over the period. Considering the average compound growth of online cross-border commerce from 2023 to 2027, the increase is 28%. In 2023, Brazil held a 7% share of the global e-commerce market. Among emerging countries, Chile concentrates the largest share of operations, with 23%, followed by Mexico, with 20%.
Highlighted sectors
Looking at the domestic market, the retail segment had the highest volume of e-commerce operations in 2024, with $137.3 billion. Next were travel ($56.7 billion), betting ($39.3 billion), delivery and individual transportation apps ($16.8 billion), and streaming services ($10.7 billion). Various other categories totaled another $67.8 billion.
Payment methods and instruments
In terms of payment methods, Nuvei estimates that Pix will be the consumers’ choice for 50% of e-commerce transactions in 2027—up from 40% in 2023. Interestingly, domestic credit cards, although they have lost market share, still account for around 30% of online purchase payments in 2024 (34%) and are expected to remain at 27% in 2027. This resilience of credit cards is related to the possibility of installment purchases. This cultural inclination toward installment payments limits the expansion of so-called BNPL (buy now, pay later), which is common in other countries. Here, BNPL represents only 1% of transactions, a percentage expected to remain stable in the coming years.
Smartphones are Brazilians’ preferred tool for online purchases, accounting for over 72% of transactions in 2024—year after year, the convenience of mobile has been overtaking purchases made on desktops and laptops. “Mobile devices are often the primary platform for shopping, banking, and payments, reflecting Brazilian consumers’ preference for seamless digital experiences on the go,” notes Moretto.
In the Brazilian case, as in other markets, companies operating in e-commerce should pay attention to consumers’ preferred payment methods. “From a seller’s perspective, offering payment solutions that best match each market’s preferences increases the chances of sales conversion. That’s why it’s essential to map them, so companies can better direct their efforts,” Moretto comments. In this sense, Nuvei supports companies that need to understand markets in depth through payment solutions tailored to each market. Additionally, it offers services that connect online sellers with local partners to avoid unnecessary costs with proprietary structures abroad.
South Africa
Another focus of the report’s second edition, South Africa is also experiencing strong growth. In the country, e-commerce reached $10.1 billion in 2024, a volume expected to rise to $15.8 billion by 2027—a 56.4% increase. Most purchases in 2024 were paid with debit cards, accounting for 41% of the total. Although this payment method is expected to maintain this share in the coming years, the study estimates that bank transfers are likely to gain ground.
