In recent years, e-commerce in Brazil has undergone a significant transformation, driven by technological advancements, changes in consumption habits, and logistics innovations. The country has become one of the most promising markets for e-commerce, with substantial growth across various sectors.
The report E-Commerce Trends 2025, promoted by Octadesk in partnership with Opinion Box, reveals that 56% of consumers shop more online than in physical stores. Additionally, 88% shop online at least once a month. Data from Nasdaq indicates that 95% of purchases will be online by 2040.
In 2024, Brazilian e-commerce recorded 395 million orders, and revenue could exceed R$ 250 billion by 2027, according to the Brazilian Association of Electronic Commerce (ABComm).
“The growth of Brazilian e-commerce reflects a structural shift in consumer behavior. Convenience combined with new technologies, such as Artificial Intelligence and instant payment methods, strengthens the digital shopping experience. Additionally, we see a significant increase in consumer trust in online purchases, driving this growth sustainably,” explains Eduardo Augusto, CEO of IDK, a consultancy focused on technology, design, and communication.
The impact of digitalization on consumption
The accelerated digitalization of recent years has profoundly changed the relationship between consumers and brands. According to the latest National Household Sample Survey – Continuous PNAD on the Information and Communication Technology – ICT conducted by IBGE, in 2023, 92.5% of Brazilian households had internet access, totaling 72.5 million connected residences. In urban areas, this percentage was 94.1%, while in rural areas it reached 81.0%.
Additionally, the ease of access to shopping platforms, personalized offers, and payment agility have made online shopping part of Brazilians’ daily lives. “Connectivity has allowed small and medium-sized entrepreneurs to also enter the game, expanding the diversity of products and services available online, along with the use of social networks,” adds Eduardo.
The role of innovation in e-commerce evolution
The evolution of e-commerce in Brazil has not only been due to greater consumer adoption but also massive investments in innovation.
“Strategies like AI, social commerce, and strengthening logistics have helped consolidate the sector as one of the most dynamic in the digital economy,” says Eduardo Augusto.
How will this market evolve?
According to the E-Commerce Trends 2025, consumers perceive that they have increased their shopping frequency compared to the previous year and show no signs of wanting to reduce the number of times they shop online.
For 50% of respondents, they will continue to buy more than they currently do over the next 12 months. Given these numbers, it’s worth highlighting some e-commerce milestones that have shaped the current landscape and may inspire new strategies to retain customers in the future. The CEO of IDK commented on a few, check them out:
1) Mobile commerce boom
According to the study, 73% of consumers prefer to shop via mobile phones or smartphones, while only 25% opt for computers or laptops, and 2% use tablets.
“The growing preference for mobile devices is not a casual trend but a structural shift in consumption habits, driven by the convenience and instant connectivity these devices offer. As a result, purchases made via mobile devices already represent over 60% of transactions in Brazilian e-commerce,” highlights the expert.
2) PIX and new payment methods
PIX revolutionized payment methods in Brazil, becoming one of consumers’ preferred options due to its practicality and lack of fees. According to the survey, published by the Central Bank, this tool has already become the most widespread payment method among Brazilians, used by 76.4% of the population. Additionally, digital wallets and buy now, pay later (BNPL) are gaining traction.
3) Shipping as a competitive differentiator
According to E-Commerce Trends 2025, for 72% of Brazilians, free shipping is the most influential factor when choosing where to shop. Extra fees can kill a purchase.
Given this scenario, many companies are heavily investing in logistics to reduce delivery times.
“The concept of same-day delivery, where orders placed by a certain time are delivered the same day or the next business day if completed after that cutoff, is already a reality in major urban centers. Marketplaces, in turn, are expanding their distribution networks to reach consumers in more remote regions,” emphasizes the specialist.
4) Influence of social commerce
Data from “Digital Retrospective 2024 – Setting the Course for 2025”, promoted by Comscore, indicated that in 2024, Brazilians spent an average of 103.9 hours per month using mobile apps, compared to just 5.5 hours per month on browsers.
Additionally, social networks like Instagram, TikTok, and WhatsApp play a fundamental role in e-commerce. According to the study, 14% of purchases are made through social networks. “Direct sales through these platforms have grown significantly, and live commerce (live-streamed sales) has gained popularity,” he adds.
5) Expansion of niche e-commerce
Sectors like sustainable fashion, pet products, and customized items have grown considerably. 65% of consumers buy products they wouldn’t have imagined purchasing online some time ago. Among these, 34% are medications, 32% travel, and 18% pet supplies, according to the survey. In other words, consumers increasingly seek exclusive experiences and differentiated products.
6) The rise of marketplaces
Platforms like Mercado Livre, Shopee, and Amazon Brazil dominate the e-commerce landscape, offering product variety, competitive prices, and efficient logistics solutions.
“Amazon, for example, changed the game in retail and technology by creating new market rules and transforming how we consume. Amazon Prime, with fast delivery and customer loyalty through subscription services—with over 200 million members worldwide—to AWS, which dominates cloud computing. The company didn’t just innovate; it reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the daily lives of millions,” recalls Eduardo.
7) Use of artificial intelligence
AI and machine learning are revolutionizing customer service and purchase personalization. According to Nielsen, 75% of online stores in Brazil already use some form of AI to optimize sales. “Chatbots, smart recommendations, and consumer behavior analysis are some of the trends here to stay,” he comments.
8) Sustainability in e-commerce
Consumers are more attentive to the environmental impact of their purchases. Companies are adopting sustainable packaging, reverse logistics, and carbon offset initiatives to attract environmentally conscious consumers.
According to McKinsey & Company, 60% of consumers are willing to pay more for sustainable products, highlighting the importance of integrating sustainability into business models.
9) Black Friday and seasonal dates as drivers
Seasonal promotions like Black Friday and Consumer Day continue to be major drivers of e-commerce. Strategies like cashback, progressive discounts, and exclusive coupons maintain high demand during these periods.
According to MindMiners, 60% of consumers feel motivated to purchase products or services when receiving coupons or discount codes. Additionally, 49% of respondents prefer to wait for significant promotions and offers, while another 49% choose stores that offer cashback or rewards programs.
10) The impact of the metaverse and augmented reality
With the evolution of the metaverse and advancements in augmented reality (AR) technologies, the online shopping experience is set to change drastically. Companies are already testing immersive environments so consumers can virtually try products before purchasing. “The future of e-commerce will be marked by the fusion of digital and physical, allowing consumers to have more interactive and personalized experiences,” highlights the CEO of IDK.
The future of e-commerce in Brazil
Brazilian e-commerce continues to expand rapidly, driven by technological innovations and changes in consumption habits. The rise of the metaverse, the consolidation of artificial intelligence, and advanced user experience personalization promise to further transform the sector in the coming years.
Additionally, the personalization provided by AI can increase conversion rates by up to 30%, according to study from McKinsey, highlighting the positive impact of this technology on consumer purchasing decisions
“Companies that invest in these trends will stay ahead of the competition, offering increasingly immersive and personalized shopping experiences. The future of e-commerce in Brazil isn’t just promising—it’s already being built,” concludes Eduardo Augusto.
