Black Friday is the busiest period for Brazilian e-commerce, offering significant opportunities for brands and retailers. According to the Purchase Intention Survey – Black Friday 2025, conducted by Tray, Bling, Octadesk, and Vindi, around 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, product category, and strategy adopted by the retailer. With distinct audiences, promotion tools, and varied logistical structures, choosing the right marketplace can be decisive for sales success during Black Friday. .
“There isn't a one-size-fits-all marketplace that works for every brand. Each platform has its own characteristics that affect sales, visibility, and logistics. Evaluating the audience, product category, and available resources is essential to defining the most appropriate strategy for Black Friday,” says Rodrigo Garcia, executive director of Petina Soluções, a consulting firm specializing in marketplaces and retail media. .
In this regard, it is possible to analyze the main marketplaces in the country, considering audience, logistics, product categories, and sales opportunities:
Mercado Livre (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 for flexible installment payments. The seller reputation system directly influences the visibility of listings, while Mercado Envios offers an integrated logistics solution to optimize deliveries and reduce costs.
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“On Mercado Libre, maintaining a good reputation is just as important as logistics. Positive reviews increase trust and exposure, making it essential to monitor customer service and on-time delivery,” Rodrigo comments. .
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Amazon stands out for its advanced logistics and the Fulfillment by Amazon (FBA) program, which allows sellers to delegate storage, packaging, and shipping to the platform itself. Moreover, it offers robust internal SEO tools, requiring the strategic use of keywords to improve product ranking. The audience seeks 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.
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“For those who sell on Amazon, the challenge isn't 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
Shopee distinguishes 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, facilitating new sellers but increasing competitiveness. Participation in large seasonal campaigns generates traffic peaks, requiring careful planning of inventory and logistics, especially since delivery times and traceability can be more challenging than in more structured marketplaces.
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“At Shopee, the focus is on leveraging campaigns and increasing visibility strategically, planning inventory and logistics to avoid missing opportunities during peak traffic,” he explains. .
Magazine Luiza (Magalu)
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, appliances, and home goods. It has a stricter vetting process for onboarding sellers, benefiting established brands, and offers Magalu Ads, an internal advertising tool to boost products with precise segmentation.
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“Magalu's differentiator 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 resources of each platform, and strategic differentiators allows brands and retailers to take advantage of the busiest period of e-commerce with greater security and efficiency, increasing the chances of consistent and quality sales. .
