The National E-Commerce Observatory, linked to the Ministry of Development, Industry, Trade, and Services (MDIC), revealed that e-commerce in Brazil grew by 4% in relation to 2022, totaling US$ 196.1 billion throughout 2023. This amount represents over five times the recorded amount in 2016, which was just over R$ 39 billion.
According to the report, São Paulo, Espírito Santo, and Minas Gerais accounted for 60% of the business conducted via e-commerce in 2023.
“This shows that we have hard work to do, which is the process of digital inclusion and income distribution,” said Uallace Moreira, Secretary of Industrial Development, Innovation, Trade, and Services of MDIC. He emphasized the importance of e-commerce for national development.
Shopping Profile
Based on data from electronic invoices provided by the Federal Revenue Service, the Observatory pointed out that smartphones led sales in Brazilian e-commerce in 2023, totaling R$ 10.3 billion. Other standout products were books, brochures, and prints (R$ 6.4 billion), televisions (R$ 5.3 billion), refrigerators and freezers (R$ 5 billion), tablets (R$ 4.4 billion), and dietary supplements (R$ 3.7 billion).
The list of best-selling products varies from state to state. In Minas Gerais, footwear was the most purchased; in Espírito Santo, air conditioners led. Santa Catarina and Paraíba stood out in the sale of refrigerators and freezers; in Goiás, automobiles were the main product, while in the Federal District, books were the best-selling.
Adoption of Online Commerce
The report also revealed significant differences between Brazilian regions. The Southeast region dominated the e-commerce scene, concentrating 73.5% of online sales, followed by the South (15.2%), Northeast (7%), Midwest (3%), and North (1.3%). When analyzing the origin of purchases, the Southeast was also the main one, with 55.6%, followed by the South (16.8%), Northeast (15.8%), Midwest (8.3%), and North (3.3%).
To increase the adherence of small businesses to online commerce, MDIC and the Brazilian Industrial Development Agency (ABDI) are developing the E-commerce.BR project, with a launch planned by the end of the year. The initiative aims to improve the financial performance of companies through innovative solutions, especially in regions where e-commerce is still incipient. In terms of e-commerce flow, interstate transactions were predominant, representing 62% of operations, while transactions within the same state accounted for 38%.
With information from agenciabrasil
