The children’s market has been consolidating itself as one of the major bets of Brazilian e-commerce. Driven by changes in family consumption habits, the sector has experienced significant growth in recent years, particularly in segments such as clothing, toys, stationery, and personal care products. According to Nuvemshop data, online sales of children’s products grew by 54% in 2023, with over 1.4 million orders placed through the platform. The trend reflects not only the advancement of consumer digitalization but also the increased diversification of offerings aimed at the child audience.
This growth is in line with the overall panorama of e-commerce in the country. According to Webshoppers 48, from NielsenIQ|Ebit, Brazilian e-commerce closed 2023 with R$ 185.7 billion in revenue, with a growing portion attributed to niches such as children’s products. Data from the Brazilian Electronic Commerce Association (ABComm) indicate that the categories of toys and children’s fashion are among the top ten best-selling in national e-commerce. The pandemic accelerated this digitalization, but the numbers show that the trend has persisted even with the reopening of physical stores.
In addition to the increase in sales volume, the sector is also evolving in terms of sophistication. Brands and platforms have been investing in personalization, user experience (UX), and specialized curation to cater to different family profiles and age groups. According to Bornlogic research, companies in the sector that have bet on omnichannel digital strategies have seen up to a 40% increase in conversion rates in children’s product campaigns in 2023. The presence of child influencers on social media has also gained relevance in parents’ purchasing decisions, expanding the reach and influence of brands.
Another factor driving the sector is the increasing concern of families with health, nutrition, and sustainability — especially in products aimed at children. Organic products, recycled cotton clothing, educational toys, and cosmetics with natural formulas continue to be popular, but the recent highlight is children’s food, which has undergone significant changes in the last decade. More informed parents are looking for clean label foods, free of artificial additives and with recognizable ingredients, prioritizing brands that offer natural products and organic options from the early stages of food introduction. According to Euromonitor International, Brazil is already the second largest market for natural and organic products in Latin America, with accelerated growth in the children’s sector, especially in the capitals. This scenario has also driven the emergence of digital native brands, subscription models for healthy meals, and the expansion of small and medium-sized entrepreneurs working with artisanal or local production, selling directly through digital channels.
With more connected, demanding, and attentive consumers to the shopping experience, children’s e-commerce is positioning itself as a new frontier in expansion in the national e-commerce, highlighted by Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) of Divibank. “The challenge now is to maintain scalability without losing personalization, as well as to continue innovating in logistics, digital security, and customer service. Everything indicates that serving children has also become a way to build loyalty with adults – and gain space in one of the most promising segments of Brazilian e-commerce”, she states.
If you are interested in the subject, just let me know and I will connect you with the executive.
