The children’s market has been establishing itself as one of the major bets in Brazilian e-commerce. Driven by changes in family consumption habits, the sector has experienced significant growth in recent years, particularly in segments such as clothing, toys, stationery, and personal care items. According to Nuvemshop data, online sales of children’s products grew by 54% in 2023, with over 1.4 million orders placed through the platform. This trend reflects not only the advancement of consumer digitalization but also the increasing diversification of offerings aimed at children.
This growth aligns with the overall e-commerce landscape in the country. According to NielsenIQ|Ebit’s Webshoppers 48, Brazilian e-commerce closed 2023 with R$185.7 billion in revenue, of which an increasing share is attributed to niches like children’s products. Data from the Brazilian Association of Electronic Commerce (ABComm) indicates that toy and children’s fashion categories are among the top ten best-selling in national e-commerce. The pandemic accelerated this digital shift, but the numbers show that the trend has persisted even with the reopening of physical stores.
Beyond the increase in sales volume, the sector is also evolving in terms of sophistication. Brands and platforms have invested in personalization, user experience (UX), and specialized curation to cater to different family profiles and age groups. According to a Bornlogic survey, companies in the sector that adopted omnichannel digital strategies saw up to a 40% increase in conversion rates for children’s product campaigns in 2023. The presence of child influencers on social media has also gained relevance in parents’ purchasing decisions, expanding brands’ reach and influence.
Another factor driving the sector is the growing concern among families about health, nutrition, and sustainability—especially in products aimed at children. Organic products, recycled cotton clothing, educational toys, and cosmetics with natural formulas remain popular, but the recent spotlight is on children’s food, which has undergone significant transformation over the past decade. More informed parents are now seeking clean-label foods, free of artificial additives and with recognizable ingredients, prioritizing brands that offer natural and organic options from the earliest stages of food introduction. According to Euromonitor International, Brazil is already the second-largest market for natural and organic products in Latin America, with accelerated growth in the children’s sector, especially in major cities. This scenario has also spurred the emergence of digital-native brands, subscription models for healthy meals, and the expansion of small and medium-sized entrepreneurs working with artisanal or local production, selling directly through digital channels.
With consumers more connected, demanding, and attentive to the shopping experience, children’s e-commerce is positioning itself as a new expanding frontier in national e-commerce, highlights Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) of Divibank. ‘The challenge now lies in maintaining scalability without losing personalization, while continuing to innovate in logistics, digital security, and customer service. As it stands, catering to children has also become a way to retain adults—and gain ground in one of the most promising segments of Brazilian e-commerce,’ she says.
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