Black Friday is the busiest period for e-commerce in Brazil, offering significant opportunities for brands and retailers. According to the Purchase Intention Survey – Black Friday 2025, conducted by Tray, Bling, Octadesk, and Vindi, approximately 31% of consumers plan to make purchases through marketplaces, highlighting the relevance of these channels for brands and retailers operating in digital commerce.
The performance of each platform varies according to the consumer profile, the product category, and the strategy adopted by the retailer. With distinct audiences, promotional tools, and varied logistical structures, choosing the right marketplace can be crucial for sales success during Black Friday.
“There is no universal marketplace that works for all brands. Each platform has its own characteristics that affect sales, visibility, and logistics. Evaluating the audience, the product category, and the available resources is essential to defining the most appropriate strategy for Black Friday,” says Rodrigo Garcia, executive director of Petina Soluções, a consultancy specializing in marketplaces and retail media.
In this sense, it is possible to analyze the main marketplaces in the country, considering audience, logistics, product categories, and sales opportunities:
Mercado Libre (MeLi)
Mercado Libre leads in transaction volume, with a broad consumer base and integrated payment solutions, such as Mercado Pago. The platform is versatile for different categories and allows flexible installment payments. The seller reputation system directly influences the visibility of ads, while Mercado Envios offers an integrated logistics solution to optimize deliveries and reduce costs.
"At Mercado Libre, maintaining a good reputation is as important as logistics. Positive reviews increase trust and exposure, making it essential to monitor customer service and on-time delivery," comments Rodrigo.
Amazon
stands out for its advanced logistics and Fulfillment by Amazon (FBA) program, which allows retailers to delegate storage, packaging, and shipping to the platform itself. Furthermore, it offers robust internal SEO tools, requiring the strategic use of keywords to improve product ranking. Consumers seek products with reliable reviews, and international competition demands clear differentiation from retailers. The platform is strong in electronics, books, and household goods, with high sales potential, but requires rigorous performance standards and operational excellence.
"For those who sell on Amazon, the challenge is not just listing products, but understanding how to optimize visibility using SEO and competitor analysis. Well-planned ranking strategies can significantly increase sales," he advises.
Shopee
differentiates itself through aggressive marketing campaigns, discount coupons, and an active presence on social media, attracting consumers sensitive to promotions. The platform has a low barrier to entry, making it easier for new sellers, but increasing competitiveness. Participation in large seasonal campaigns generates traffic spikes, requiring careful inventory and logistics planning, especially since delivery times and traceability can be more challenging than in more structured marketplaces.
"At Shopee, the focus is on leveraging campaigns and increasing visibility strategically, planning inventory and logistics so as not to miss opportunities during peak traffic periods," he explains.
Magazine Luiza (Magalu)
combines digital and physical sales, favoring omnichannel strategies. Retailers can integrate online offers with pickup and return points in physical stores, increasing consumer confidence. The platform is traditionally strong in technology, home appliances, and household items. It has a more rigorous curation process for new sellers, benefiting established brands, and offers Magalu Ads, an internal advertising tool to boost products with precise targeting.
"Magalu's differentiating factor lies in the integration between channels and the possibility of using internal advertising to reach a segmented audience, something that requires planning and constant monitoring of campaigns," he concludes.
As Black Friday approaches, choosing the right marketplace goes beyond looking at numbers or reach. Understanding consumer behavior, the features of each platform, and strategic differentiators allows brands and retailers to take advantage of the busiest period for e-commerce more safely and efficiently, increasing the chances of consistent, high-quality sales.
