The promise of financial freedom has led thousands of Brazilians to try their hand at e-commerce. But the reality is harsh. According to an unprecedented survey by Loja Integrada, one of the largest e-commerce platforms in the country, most online stores close before even making their first sale. In April of this year, out of 7,800 new stores created, only 123 managed to sell a single product.
The study analyzed the behavior of 505 active merchants on the platform and gathered over 1,150 responses from 45 questions posed to beginner entrepreneurs. The research indicates that the problem is not with technology, but with the unpreparedness of those who start their digital journey without knowledge, strategy, or support. Among those surveyed, 61% of merchants said they didn’t know what they were going to sell when they created the store, and 33% expected immediate returns, even without experience or minimal structure.
For Lucas Bacic, CEO of Loja Integrada, people come to the platform motivated by a dream, the dream of their own business, but they immediately hit technical and emotional barriers. ‘Without guidance, many merchants get lost in the early decisions and give up before even properly activating the store or making the first sale,’ he says.
Why don’t stores sell?
The main challenges faced by those starting in e-commerce are product promotion (40.2% of responses), store setup (32.5% of merchants), pricing (16%), and technical configuration (7.3%).
Despite the interest in learning, only 1.9% invest in paid courses. Most look for free content on social media, online videos, and Google searches. The gap between access to information and its practical application helps explain the high dropout rate.
The study analyzed the behavior of 505 active merchants on the platform and collected over 1,150 responses, based on data from January to April 2025. The results were cross-referenced with internal Loja Integrada metrics, which now account for 2.7 million stores created in Brazil, but only 24,000 active ones.
The Brazilian scenario reflects a global reality. Data cited by international publications such as Huffington Post and Marketing Signals show that 90% of e-commerce businesses worldwide shut down within 120 days of launch.
For Bacic, the moment demands a more structured approach. ‘Our goal is to offer smarter support from the start of the journey, so entrepreneurs can focus on what only they can do: create, sell, and serve,’ says Bacic.
Currently, Loja Integrada has reached 2.7 million stores created in Brazil, but only 24,000 are active. The statistic highlights the challenge of keeping a digital business running consistently and sustainably over time.
