Among the 18 sectors of e-commerce analyzed in the Sector Report of E-commerce in Brazil, about 16 segments of e-commerce in the country grew in November — a surge driven by Black Friday. According to the most recent numbers, the evolution of online traffic on platforms was 10% compared to October,accounting for 3 billion unique visits— — the highest number in 2024.
Beyond the commercial offers date, November was a month marked by the consolidation of a player that was previously relatively unknown in Brazil. If when we talked about Asian e-commerce, the main names that came to mind were Shopee, Shein, and AliExpress, now Temu is on the list.
With Temu’s surprising growth, today, 5 out of the 10 largest Brazilian e-commerce platforms are Asian.The Chinese company, headquartered in Boston, USA, arrived in Brazil in May of this year. Despite its short time in the market, it has already surpassed heavyweight competitors like OLX, Shein, AliExpress, and Magazine Luiza to reach the5th place in the ranking of the largest e-commerce platforms in Brazil.
The leader in the imported goods ranking since Augustwent from 1 million visits in May this year to over 107 million visits in November 2024.
The sectors that grew the most during Black Friday
Compared to October, the Jewelry and Watches sector was the segment that grew the most in November, with a 39% increase — taking advantage of Black Friday and the proximity to Christmas. According to the Black Friday 2024 Study conducted by Conversion,in fact, 83.6% of consumers stated they intended to use the promotional season to buy their Christmas gifts.
The sector’s growth was driven by Vivara, which recorded an increase of over 3.4 million visits and was responsible for about 73% of the sector’s visit growth. The other two categories that showed the highest growth in the month wereSports, with 29.4%, and Cosmetics, with 28.4%.
The imported goods sector also had its best performance of the year, reaching over 316 million monthly visits — a 6.3% increase. The highlight of the month for this category was the expansion of AliExpress visitors, by 22%, with about 91 million.
In the Marketplace sector, Amazon Brazil stood out the most, surpassing July’s numbers, the month when Prime Day occurred and when the company had presented its best results of the year until then. However, the site that expanded its traffic the most in the monthly comparison was Casas Bahia’s platform, with a 36.9% MoM increase in visits, achieving its best result of the year.
Meanwhile, within the Electronics and Appliances segment,the Brazilian Kabum advanced by 61% and surpassed Apple to reach the second position in the sector— which reached 16.5%, with 234 million visits. The category leader remains Samsung, with 44.8% of theshare of trafficin the niche.
