The 2024 Black Friday established itself as the largest in the history of Brazilian e-commerce. During the promotional days, online sales totaled R$9.3 billion, a 10.5% growth compared to 2023, with 17.9 million orders and an average ticket of R$520, according to data from Confi.Neotrust. On one of the days, revenue reached R$4.27 billion, an 8.4% increase year-over-year.
Pix stood out as the favorite payment method: the Central Bank recorded 239.9 million transactions, totaling R$130 billion processed, a 121% growth compared to Black Friday 2023. Meanwhile, ClearSale reported 28,500 fraud attempts, with R$45 million prevented. The average ticket for fraudulent transactions was R$1,576.75, nearly three times higher than the legitimate average ticket (R$540).
With the historic records of Black Friday 2024, experts emphasize that the event’s success goes far beyond aggressive promotions. It depends on early, integrated, and strategic preparation, involving everything from communication and marketing to payments, logistics, affiliate management, and operational support. Companies’ performance during this period is directly linked to their ability to offer a smooth, secure, and efficient shopping experience, and each solution below plays a fundamental role in this ecosystem:
Connectly – a leader in artificial intelligence for WhatsApp conversations, helps retailers recover abandoned carts, send transactional notifications, and target personalized offers, achieving much higher conversion rates than email or SMS. ‘With conversational messaging, brands can maintain close contact with consumers, increasing conversion chances and reducing last-minute drop-offs,’ says Leonardo Bruno, VP of Sales at Connectly.
Yampi – E-commerce platform offering a fast and intuitive checkout, with a focus on Pix payments, mobile adaptability, and an optimized shopping experience. These differentiators reduce cart abandonment, increase conversion, and make the purchasing process more transparent. ‘A swift and reliable purchasing process is crucial for turning visitors into buyers, especially during high-demand periods like Black Friday. In these moments, relying on a stable, fast, and secure platform is essential to ensure the best user experience,’ explains Lucas Colette, CEO and founder of Yampi.
Yuno – Global payment infrastructure that serves as a complete orchestration platform, connecting card networks, banks, acquirers, Pix, digital wallets, alternative payment methods, and anti-fraud solutions. With AI-based smart routing and the Monitors tool, which ensures real-time visibility and prevents transaction failures, the company directly contributes to higher sales conversion, lower operational costs, and improved consumer experience at checkout. ‘We are building the infrastructure that defines the future of payments. With artificial intelligence and real-time orchestration, we ensure every transaction finds the best path, without friction. The result is simple: more approvals, fewer losses, and happier consumers,’ says Walter Campos, GM LATAM at Yuno.
Lomadee (A&EIGHT) – By connecting companies with influencers and strategic partners, Lomadee expands campaign reach and drives sales conversion. During Black Friday, its affiliate marketing model is critical for companies to go beyond traditional ads and create stronger bonds between brands and consumers without relying solely on paid media. ‘Our role is to ensure each campaign has the ideal partner, allowing us to impact and engage the audience while increasing ROI,’ comments Hugo Alvarenga, leader of Lomadee, partner and co-CEO of A&EIGHT.
Mission Brasil – Mission Brasil connects major retailers with on-demand professionals to strengthen customer service and operations during peak periods. This agility ensures that increased demand doesn’t compromise customer experience and helps companies optimize temporary hiring costs. ‘During Black Friday, on-demand services prove to be an extremely advantageous solution for companies—simple, cost-effective, yet with high impact and return,’ says Thales Zanussi, CEO of Mission Brasil.
F360 – F360 is the largest financial management platform for retail and franchises in Brazil, helping companies professionalize their processes and leverage data for strategic decision-making. Its technology provides full cash-flow visibility, operational control, and efficient resource allocation—key factors for sustaining growth year-round. ‘Structured financial management is the foundation for turning seasonal events into real growth opportunities, not just revenue spikes. Our goal is to ensure retailers have clarity about their numbers and can seize growth opportunities safely and consistently,’ emphasizes Henrique Carbonell, CEO and co-founder of F360.
Preparation in Stages
Experts recommend that retailers prepare for Black Friday at least 90 days in advance, following strategic steps. In this initial phase, it’s important to collect contact details of interested customers and segment them into specific groups so offers and communications reach the right people. With 60 days to go, the focus should be on testing the purchasing process and defining payment methods to ensure everything works quickly and securely. Thirty days before the event, it’s time to activate direct communication campaigns with customers and fine-tune payment processing to anticipate any issues.
During Black Friday, it’s crucial to monitor sales and transaction security in real-time so any issues can be quickly resolved, ensuring a smooth and trustworthy shopping experience for consumers.
Expectations for 2025
Based on 2024’s record numbers, expectations for 2025 are even more optimistic. The Brazilian E-Commerce Association (ABComm) projects that Brazilian e-commerce revenue will reach R$224.7 billion in 2025, surpassing growth rates in mature markets like North America and Western Europe. Additionally, Pix adoption is expected to continue growing, processing R$130 billion, a 121% increase compared to the previous year.
