Online shopping at Christmas should grow at least 15% in Brazil, study indicates

Digital sales for Christmas are expected to see a significant advance this year, with a minimum high forecast of 15% in the number of orders and growth of 18% in GMV (total sales volume). The estimates are part of a survey by Admitad, a global technology and performance marketing company, in partnership with Flowwow, a global marketplace for flower and gift delivery that operates in more than 40 countries.

The scenario follows signs of a heated end of the year in Brazilian retail, in which most consumers plan to buy gifts and search options for the date 'A trend that gains strength in the interface between digital and physical channels and that influences the entire purchase funnel, according to consultancies such as Deloitte. 

The study analyzed more than 300 thousand transactions of Brazilian e-commerce in the Christmas season in 2023 and 2024, as well as navigation patterns and buying behavior in December.

The data of last Christmas reinforce the positive scenario. In December 2024, the Brazilian e-commerce grew 15% in number of orders and 17% in transacted value, despite a slight decrease when compared to the monthly average of that year. The average ticket rose from US$ 33 (about R$ 179 in the current exchange rate) to US$ 36 (R$ 195) and the share of purchases via smartphone increased from 20% to 25%.

The strength of marketplaces remains decisive: more than 72% of online shopping in the country last year was carried out on platforms of this type. The most sought-after categories were fashion (30%), electronics (19%), home and gardening (16,8%), toys and hobbies (10,2%), beauty and health (7,3%) and sports (4%).

“We believe that online shopping will take a significant leap this holiday season.Fashion, home goods, tourism and delivery should drive growth, accompanied by a good performance in the” electronics sector, said Anna Gidirim, global CEO of Admitad.

This move is confirmed in the figures of Flowwow.The company's forecast this year is a growth of 50% in the number of orders compared to the Christmas period of 2024, driven by a demand for personalized gifts, facilitated deliveries and the fact that the marketplace has expanded its network of partners and squares

At Flowwow, the most in-demand product categories are flower bouquets, breakfast baskets and chocolate kits.

Consumer Profile

Consumer behavior, in turn, has shown an increasingly strategic profile.In 2024, almost 17% used coupons or promotional codes, more than 20% opted for items with cashback, 22% were influenced by content and online media and 15% made decisions after browsing in storefronts and collections of affiliated stores. Social networks accounted for 7% of sales, search ads by 6% and campaigns in applications by 5%.

These movements are added to the strong purchase intention recorded in national studies, which indicate that about 76% of Brazilians plan to present this Christmas, with an average of several gifts per person and a tendency to seek experiences and items with affective meaning, according to the CNDL (National Confederation of Shopkeepers) and SPC Brazil.

For Mikhail Liu-i-Tian, CEO of Flowwow in Brazil, the context of Christmas reinforces emotional trends of the consumer. “O Brazilian balances practicality with meaning. He wants to deliver a gift on the same day, but also seeks something that represents affection. This combination strengthens the search for personalized products, thematic arrangements, kits and experiences that translate a” message, he explains.

According to him, this movement is even more noticeable in the gift sector. “Presentes with purpose gain prominence at the end of the year. We note an increasing demand for items that awaken affective memory or tell a story. This sensitivity makes the date one of the strongest for those who work with curation and customization.”

With multiple consumption peaks, mobile advancement and greater appreciation of convenience and meaning, Christmas 2025 should consolidate a new dynamic in Brazilian digital retail, marked by early planning, intensive use of marketplaces and consumers more attentive to the advantages of the online environment.