In recent years, e-commerce in Brazil has undergone a significant transformation, driven by technological advancements, changes in consumer habits, and logistical innovations. The country has become one of the most promising markets for online commerce, with significant growth in various segments.
The report E-Commerce Trends 2025, promoted by Octadesk in partnership with Opinion Box, reveals that 56% of consumers buy more online than in physical stores. Furthermore, 88% make online purchases at least once a month. Data from Nasdaq indicate that 95% of purchases will be online by 2040.
In 2024, Brazilian e-commerce recorded 395 million orders, and revenue could exceed R$ 250 billion by 2027, according to the Brazilian E-Commerce Association (ABComm).
“The growth of Brazilian e-commerce reflects a structural shift in consumer behavior. Convenience combined with new technologies, such as Artificial Intelligence and instant payment methods, strengthens the digital shopping experience. Additionally, we see a significant increase in consumer trust in online purchases, which drives this growth in a sustainable manner,” explains Eduardo Augusto, CEO of IDK, a consultancy focused on technology, design, and communication.
The impact of digitalization on consumption
Rapid digitalization in recent years has profoundly altered the relationship between consumers and brands. According to the latest Continuous National Household Sample Survey – Continuous PNAD on the Information and Communication Technology module – ICT conducted by IBGE, it indicated that by 2023, 92.5% of Brazilian households had internet access, totaling 72.5 million connected residences. In urban areas, this percentage was 94.1%, while in rural areas, it reached 81.0%.
Additionally, the ease of access to shopping platforms, the customization of offers, and the speed of payments have made online shopping a part of daily life for Brazilians. “Connectivity has enabled small and medium-sized entrepreneurs to also enter the game, expanding the diversity of products and services available on the internet along with the use of social networks,” Eduardo adds.
The role of innovation in the evolution of e-commerce
The evolution of e-commerce in Brazil has not only occurred due to increased consumer adoption but also because of massive investments in innovation.
“Strategies like AI, social commerce, and the strengthening of logistics have helped to solidify the sector as one of the most dynamic in the digital economy,” states Eduardo Augusto.
How will this market evolve?
According to E-Commerce Trends 2025, consumers perceive that they have increased their shopping frequency compared to the previous year and show no signs of wanting to decrease the number of times they purchase online.
For 50% of the respondents, they will continue to buy more than they currently do over the next 12 months. Given these numbers, it is worth highlighting some key points in e-commerce that have shaped the current scenario and can inspire new strategies to retain customers in the future. The CEO of IDK mentioned some, check it out:
1) Boom in mobile commerce
According to the study, 73% of consumers prefer to make their purchases via mobile or smartphone, while only 25% opt for computers or notebooks, and 2% use tablets.
“The growing preference for mobile phones is not a casual trend, but a structural change in consumer habits, driven by the convenience and instant connectivity that these devices offer. As a result, purchases made on mobile devices already represent more than 60% of transactions in Brazilian e-commerce,” highlights the professional.
2) PIX and new payment methods
The PIX has revolutionized payment methods in Brazil, becoming one of the preferred options for consumers due to its convenience and absence of fees. According to the survey published by the Central Bank, this tool has already become the most widespread form of payment among Brazilians, used by 76.4% of the population. In addition, digital wallets and buy now, pay later (BNPL) are gaining strength.
3) Shipping as a competitive differentiator
According to E-commerce Trends 2025, for 72% of Brazilians, free shipping is the most influential factor when choosing where to buy. Extra fees can jeopardize the purchase.
In this scenario, many companies are heavily investing in logistics to reduce delivery times.
“The concept of same-day delivery, orders placed by a certain time have shipping on the same day and the next business day when completed after this deadline, is already a reality in major urban centers. Marketplaces, on the other hand, are expanding their distribution networks to reach consumers in more remote regions,” emphasizes the specialist.
4) Influence of social commerce
Data from the “Digital Retrospective 2024 – Setting the course for 2025”, promoted by Comscore, revealed that in 2024, Brazilians spent an average of 103.9 hours per month using mobile apps, contrasting with only 5.5 monthly hours on browsers.
Furthermore, social networks like Instagram, TikTok, and WhatsApp play a fundamental role in e-commerce. According to the study, 14% of purchases are made through social networks. “Direct sales through these platforms have grown significantly, and live commerce (live stream sales) has been gaining popularity,” it adds.
5) Expansion of niche e-commerce
Sectors such as sustainable fashion, pet products, and personalized items have grown considerably. 65% of consumers purchase products they didn’t imagine buying in online stores some time ago. Among these, 34% are medications, 32% are travels, and 18% are pet shop articles, according to the survey. In other words, consumers increasingly seek unique experiences and differentiated products.
6) The rise of marketplaces
Platforms like Mercado Livre, Shopee, and Amazon Brazil dominate the e-commerce landscape, offering a variety of products, competitive prices, and efficient logistic solutions.
“Amazon, for example, changed the game in retail and technology by creating new rules for the market and transforming the way we consume. From Amazon Prime, with fast delivery and customer loyalty through subscription services – with over 200 million members worldwide – to AWS, which dominates cloud computing. The company not only innovated, it reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa put artificial intelligence into the routines of millions of people,” Eduardo recalls.
7) Use of artificial intelligence
AI and machine learning are revolutionizing customer service and personalization of purchases. According to the Nielsen, 75% of online stores in Brazil already used some form of AI to optimize sales. “Chatbots, smart recommendations, and consumer behavior analysis are some of the trends that are here to stay,” he comments.
8) Sustainability in e-commerce
Consumers are more aware of the environmental impact of their purchases. Companies are adopting sustainable packaging, reverse logistics, and carbon offset initiatives to attract environmentally conscious consumers.
According to McKinsey & Company, 60% of consumers are willing to pay more for sustainable products, highlighting the importance of integrating the technique into business models.
9) Black Friday and seasonal dates as drivers
Seasonal promotions, such as Black Friday and Consumer Day, continue to be major drivers of e-commerce. Strategies like cashback, progressive discounts, and exclusive coupons keep high demand on these dates.
According to MindMiners, 60% of consumers feel motivated to purchase products or services when receiving coupons or discount codes. In addition, 49% of respondents prefer to wait for significant promotions and offers, while another group of 49% chooses stores that offer cashback or scoring programs.
10) The impact of the metaverse and augmented reality
With the evolution of the metaverse and the advancement of augmented reality (AR) technologies, the online shopping experience is about to change drastically. Companies are already testing immersive environments to allow consumers to virtually experience products before purchasing. “The future of e-commerce will be marked by the merging of digital and physical, enabling consumers to have more interactive and personalized experiences,” highlights IDK’s CEO.
The future of e-commerce in Brazil
The Brazilian e-commerce continues to expand, driven by technological innovations and changes in consumer habits. The rise of the metaverse, the consolidation of artificial intelligence, and advanced user experience customization promise to further transform the sector in the coming years.
Furthermore, the customization provided by AI can increase conversion rates by up to 30%, according to a study by McKinsey, highlighting the positive impact of this technology on consumers’ purchasing decisions.
“Companies that invest in these trends will be ahead of the competition, offering increasingly immersive and personalized shopping experiences. The future of e-commerce in Brazil is not only promising – it is already being built,” concludes Eduardo Augusto.
