The children’s market is consolidating itself as one of the big bets of Brazilian e-commerce. Driven by changes in the consumption habits of families, the sector has experienced significant growth in recent years, especially in segments such as clothing, toys, stationery, and personal care products. According to data from Nuvemshop, 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 greater diversification of offerings aimed at the children’s audience.
This growth aligns with the overall panorama of e-commerce in the country. According to Webshoppers 48, by NielsenIQ|Ebit, Brazilian e-commerce closed 2023 with R$ 185.7 billion in revenue, of which a growing portion is attributed to niches like children’s products. Data from the Brazilian Association of E-Commerce (ABComm) indicate that categories such as 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 remained 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 meet the different family profiles and age groups. According to a survey by Bornlogic, companies in the sector that have invested in omnichannel digital strategies saw 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 parental purchase decisions, expanding the reach and influence of brands.
Another factor driving the sector is the growing concern of families with health, nutrition, and sustainability — especially in products targeted at children. Organic products, recycled cotton clothing, educational toys, and cosmetics with natural formulas continue to rise, but the recent highlight is in children’s nutrition, which has undergone significant transformation in the last decade. More informed parents are seeking clean label foods, free from 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 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 engaged in artisanal or local production, selling directly through digital channels.
With more connected, demanding, and attentive consumers to the shopping experience, children’s e-commerce stands as a new frontier in expansion in the national e-commerce, highlights 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. It seems that catering to children has also become a way to retain adults — and gain space in one of the most promising segments of Brazilian e-commerce,” she states.
