Brazilian e-commerce continues to expand. According to data from the Brazilian Association of Electronic Commerce (ABComm), the sector generated R$100.5 billion in the first half of 2025. This result is supported by the advancement of digitalization, the diversification of payment methods, and the increased consumer confidence in the online environment.
Between January and June, over 191 million orders were recorded, with an average ticket of R$540. The number of online buyers reached over 41 million, reinforcing the relevance of e-commerce as a consumption channel for different profiles and income levels.
For the second half of the year, ABComm projects even more significant performance, driven by seasonal events like Black Friday, Christmas, and international sports events, along with the positive impact of Drex, the Central Bank’s digital real, which is expected to expand financial inclusion and facilitate transactions.
For Fernando Mansano, president of ABComm, the outlook points to sustainable growth and opportunities for the entire retail ecosystem. “Brazilian e-commerce is experiencing a moment of consolidation and innovation. Companies are investing in shopping experience, logistics, and new technologies, while consumers are demonstrating increasing confidence in the digital environment. This combination strengthens the sector and expands its role in the national economy.”
Overall, the first-half performance highlights the strength of e-commerce in Brazil and its ability to adapt to new consumption demands. With constant innovation and strategies focused on convenience, security, and personalization, the sector is consolidating itself as one of the main drivers of retail growth, paving the way for an even more positive second half.
