The gross merchandise value (GMV) of Brazilian e-commerce increased by 7% compared to the same period in 2024, while the total number of orders grew by 5%. These are some of the findings from an exclusive survey by Admitad, a global performance and marketing technology company, in partnership with Flowwow, an international marketplace for gifts and flowers. The numbers point to solid growth in Brazilian e-commerce in the first half of 2025, even in a still cautious consumption scenario.
The analysis, which reviewed over 2 million online orders generated by Admitad’s publishers for hundreds of Brazilian brands and local branches of international companies, considered data from January to June 2025. The survey also reveals that the average order value increased from $21 (approximately R$115 at the current exchange rate) to $22 (around R$120), with greater adoption of promotions and loyalty programs. The use of coupons and cashback was present in nearly a third of purchases, while 25% of transactions were made via mobile devices—a slight increase from the 22% recorded in 2024.
The most popular categories were fashion (28%), electronics (22%), and home & garden (14%), while the sectors that grew the most in 2025 were bus tickets (+34%), food delivery (+25%), and IT services & software (+22%).
“The performance of Brazilian e-commerce in the first half demonstrates the resilience of the market and the quick adaptation to changes in consumer behavior. Expectations for the second half point to acceleration, with tourism, delivery, and fashion maintaining strong traction,” says Anna Gidirim, CEO of Admitad.
According to Admitad experts, expectations for the second half project growth between 7% and 8% in order volume, with GMV rising up to 10%, driven by seasonal events and increased consumer confidence.
One highlight of the research is that over 65% of online purchases made in Brazil today are conducted on marketplaces, which bring together multiple sellers and retailers on a single platform.
“Consumers, especially Brazilians, are increasingly demanding when it comes to convenience, personalization, and delivery reliability. These factors have favored agile marketplaces and platforms that connect local businesses to more emotionally engaging shopping experiences,” explains Milhail Liu-i-Tian, CEO of Flowwow in Brazil.
Growth in niche markets
Flowwow, a global marketplace for flower and gift delivery operating in over 40 countries, saw its Brazilian operation quadruple its GMV in the first half of 2025 compared to the same period the previous year.
The brand’s performance illustrates how special occasions are driving the online gifts and flowers sector, even though they represent a smaller share of total sales (1.5%, according to Admitad).
Flowwow’s numbers during three key retail dates for flowers reinforce this trend. In Brazil, the marketplace registered a threefold increase in orders for International Women’s Day, 526% growth for Mother’s Day, and 438% for Valentine’s Day—indicators of growth, though the variation was significantly impacted by the lower comparison base in 2024, according to Mikhail.
“The significant increase during holidays shows that Brazilian consumers seek more than just physical gifts—they want to create emotional impact, even with last-minute purchases. We believe this shift in mindset will continue to shape the industry in the coming years,” evaluates the CEO of Flowwow Brazil.
Beyond the sharp increase in orders, the cancellation rate also dropped significantly, indicating greater confidence in purchasing perishable and customized items online. “What we’ve noticed is that with Brazilians increasingly trusting digital platforms, even for perishable and personalized items, 2025 could mark a turning point for the online gifts market,” concludes the executive.
