Gree, the world’s largest air conditioner manufacturer and one of the leaders in Brazil’s air conditioning market, has officially entered e-commerce with the launch of its online store. The official announcement took place this Wednesday (10) at Febrava, the largest trade fair in the Latin American sector, marking the company’s debut in direct-to-consumer sales.
“The arrival of our e-commerce is a fundamental step in bringing Gree closer to the end consumer. We are offering a differentiated shopping experience, with exclusive service and a complete range of residential products,” says Carlos Murano, sales executive manager of Gree Brazil. “The initiative also reinforces our commitment to supporting our distributors while expanding the brand’s national presence,” adds the executive.
The launch was carried out alongside the presentation of the revamped corporate website, which now features a more modern, functional platform aligned with the needs of the Brazilian market. The website brings together content and tools such as a BTU calculator, access to the professional training program—Gree Capacita, information for installer pre-registration, corporate content, and direct access to the brand’s official e-commerce platform.
Expansion and consolidation in the Brazilian market
With about 20% market share in Brazil’s air conditioning sector and a consolidated leadership position in the Northeast region, Gree Brazil continues to record accelerated growth. Since 2017, the company has achieved annual revenue growth between 10% and 20%. Currently, Brazil accounts for about 10% of the Chinese multinational’s global revenue.
The e-commerce launch comes at a strategic moment, following the announcement of a R$50 million investment planned for next year to expand Gree’s factory in Manaus. The investment includes increasing air conditioning production capacity and beginning the manufacturing of new products from 2026 onward, also marking the company’s entry into the white goods segment in Brazil.
Differentiated experience and consumer focus
Gree’s e-commerce platform was developed for consumers who value quality, personalized service, and security in direct purchasing from the manufacturer. The operation will have a dedicated sales team and customer service center based in São Paulo with direct support from the factory in Manaus, offering advisory assistance to customers.
Initially, the online store will offer the brand’s entire residential line, including products such as splits and multisplits. Logistics will continue to be handled by partner distributors, maintaining the cooperative and mutual support model that characterizes Gree’s operations in Brazil.
“The platform does not replace traditional sales channels. On the contrary, it will serve as a strategic hub to strengthen sales to the end consumer and support our partners without compromising their operations,” emphasizes Murano.
