10 trends that are revolutionizing Brazilian e-commerce

In recent years, e-commerce in Brazil has undergone a significant transformation, driven by technological advancements, changing consumer habits, and logistical innovations. The country has become one of the most promising markets for e-commerce, with significant growth across several 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% buy online at least once a month. Data from Nasdaq indicate that 95% of purchases will be online by 2040.

In 2024, Brazilian e-commerce registered 395 million orders and revenue could exceed R$250 billion by 2027, according to the Brazilian Association of Electronic Commerce (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. Furthermore, we're seeing a significant increase in consumer confidence in online shopping, which is driving this sustainable growth," explains Eduardo Augusto, CEO of IDK, a consultancy focused on technology, design, and communication.  

The impact of digitalization on consumption

The accelerated digitalization of recent years has profoundly changed the relationship between consumers and brands. According to the latest Continuous National Household Sample Survey – PNAD Contínua on the Information and Communication Technology – ICT module A survey conducted by the IBGE (Brazilian Institute of Geography and Statistics) indicated that in 2023, 92.51% of Brazilian households had internet access, totaling 72.5 million connected homes. In urban areas, this percentage was 94.11%, while in rural areas it reached 81.01%,

Additionally, easy access to shopping platforms, personalized offers, and faster payments have made online shopping a part of Brazilians' daily lives. "Connectivity has allowed small and medium-sized entrepreneurs to get involved, expanding the diversity of products and services available online, combined with the use of social media," adds Eduardo.   

The role of innovation in the evolution of e-commerce

The evolution of e-commerce in Brazil was not only due to increased consumer adoption, but also due to massive investments in innovation. 

"Strategies like AI, social commerce, and the strengthening of logistics have helped consolidate the sector as one of the most dynamic in the digital economy," says Eduardo Augusto.

How will this market evolve?

according to the E-Commerce Trends 2025, consumers perceive that they have increased their purchasing frequency when compared to the previous year and show no signs that they want to reduce the number of times they purchase online. 

For 50% of those surveyed, they will continue to buy more than they currently do for the next 12 months. Given these numbers, it's worth highlighting some e-commerce milestones that have shaped the current landscape and may inspire new strategies for customer loyalty in the future. IDK's CEO commented on some of them; check them out: 

1) Mobile commerce boom

According to the prep, 73% of consumers prefer to make their purchases via cell phone or smartphone, while only 25% opt for computers or notebooks, and 2% use tablets.

"The growing preference for cell phones is not a random trend, but rather a structural shift in consumer habits, driven by the convenience and instant connectivity these devices offer. As a result, purchases made via mobile devices now account for more than 60% of transactions in Brazilian e-commerce," the expert highlights.

2) PIX and new payment methods

PIX has revolutionized payment methods in Brazil, becoming one of consumers' favorite options due to its convenience and lack of fees. According to  research, published by the Central Bank, this tool has already become the most widespread payment method among Brazilians, used by 76.41% of the population. Furthermore, digital wallets and buy now, pay later (BNPL) are gaining traction.

3) Freight as a competitive advantage

According to the E-commerce Trends 2025For 72% of Brazilians, free shipping is the biggest factor when choosing where to buy. Extra fees can ruin the purchase.

Faced with this scenario, many companies are investing heavily in logistics to reduce delivery times. 

"The concept of same-day delivery—orders placed before a certain time are shipped the same day and the next business day if completed after that deadline—is already a reality in large urban centers. Marketplaces, in turn, are expanding their distribution networks to reach consumers in more remote regions," the expert emphasizes. 

4) Influence of social commerce 

Data from “Digital Retrospective 2024 – Setting the Course for 2025”, promoted by Comscore, showed that in 2024, Brazilians spent, on average, 103.9 hours per month using mobile applications, in contrast to just 5.5 hours per month in browsers. 

Additionally, social media platforms like Instagram, TikTok, and WhatsApp play a key role in e-commerce. According to prep, 14% of purchases are made through social media. "Direct sales through these platforms have grown significantly, and live commerce (livestreaming for sales) has gained popularity," he adds.

5) Expansion of niche e-commerce

Sectors such as sustainable fashion, pet products, and personalized items have grown considerably. 65% of consumers buy products they never imagined buying online. Among these, 34% are medicines, 32% travel, and 18% pet supplies, according to the surveyIn other words, consumers are increasingly looking for exclusive 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 logistics 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. Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the daily lives of millions of people," recalls Eduardo. 

7) Use of artificial intelligence

AI and machine learning are revolutionizing customer service and personalized shopping. According to Nielsen, 75% of online stores in Brazil already used some type of AI to optimize sales. "Chatbots, intelligent 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 offsetting 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 technology 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 maintain high demand during these dates.

According to the MindMiners, 60% of consumers feel motivated to purchase products or services when receiving coupons or discount codes. Furthermore, 49% of respondents prefer to wait for significant promotions and offers, while another 49% choose stores that offer cashback or rewards 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 so consumers can virtually try out products before purchasing. "The future of e-commerce will be marked by the fusion of digital and physical, allowing consumers to have more interactive and personalized experiences," highlights the CEO of IDK.  

The future of e-commerce in Brazil

Brazilian e-commerce continues to expand, driven by technological innovations and changing consumer habits. The rise of the metaverse, the consolidation of artificial intelligence, and advanced user experience personalization promise to further transform the sector in the coming years.  

Additionally, AI-powered personalization can increase conversion rates by up to 30%, as prep from 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's already under construction," concludes Eduardo Augusto.