E-commerce in Brazil is expected to grow 8% on Mother’s Day 2025 compared to last year. The estimate comes from the Brazilian Association of Electronic Commerce (ABCOMM). Industry players are already prepared for this, which is one of the main retail dates nationwide.
Just Magis5, integration and automation hub which brings together more than 30 marketplaces and integrated channels in the country, had a significant volume of orders processed during the same period last year, confirming the strategic importance of this date for the sector.
As the company’s team points out, more practical, personal consumption gifts are expected to prevail among the most sought-after. Based on market surveys, such as from the National Commerce Confederation (CNC), the team cites the items most likely to sales.
These are products like perfumes and cosmetics, with over a third (34%) of purchase intentions (34%); followed by clothing (22%) and chocolates (15%). In contrast, mothers’ preferences are concentrated on travel (30%) and smartphones (11%). It also highlights the preference for appliances (9%), driven by a peculiarity: nearly a quarter of families opting to celebrate the occasion at home.
Further, according to the team of experts, the estimated 8% growth in e-commerce on this Mother’s Day is expected to pressure logistics in states like São Paulo, Minas Gerais, and Rio de Janeiro. These tend to concentrate 57% of sales, the hub reports based on information from the Central Bank.
Magis5 also projects the distribution of orders by marketplace. The trend is that major players in the sector will remain in the lead. In 2024, the sales leader for this period was Mercado Livre, followed by Shopee, Shein, Amazon, and Magalu.
“Indeed, more established brands, with more time in the market and greater investments in advertising, are among the most used. But the trend is for this concentration to lessen, with orders being distributed across other networks as well,” says Magis5 CEO Claudio Dias.
The TikTok Shop factor
Brazilian e-commerce sees a debut on Mother’s Day 2025: TikTok Shop – a social network feature that enables the platform itself to sell products. According to Dias, this is a significant differentiator for this year’s occasion compared to previous years.
“TikTok has 111.3 million users in Brazil. We are the third-largest presence on the network globally. It’s a massive potential reach for e-commerce, now being tapped during an emblematic period for commerce: Mother’s Day,” he elaborates.
For the CEO, it’s a major differentiator for this year compared to past years. The platform, which has been gaining ground in e-commerce, is expected to attract mainly the 18-34 age group, responsible for 40% of purchase intentions for perfumes, cosmetics, and electronics, according to an CNC study.
Additionally, the format of short videos and live reviews facilitates product discovery, aligning with the fact that many consumers still haven’t decided what to gift.
Given the projections and novelty in the sector, the expert lists some tips both for those buying Mother’s Day gifts and for sellers looking to capitalize on the occasion to boost their revenue. Check them out:
Tips for buyers:
- Align expectations:Consider at-home experiences or gifts that combine affection with added value.
- Buy early:Avoid stock shortages and last-minute price hikes.
- Explore TikTok Shop:A growing platform for finding deals.
- Gift multiple women:Universal kits or bulk purchases can save money.
- Surprise with meaning:Accompany the gift with a personalized message.
Tips for sellers:
- Leverage the gaps:Offer creative alternatives for unmet desires, like electronics with extended payment plans.
- Strengthen your TikTok Shop:Use videos and live streams to highlight products, especially during peak hours.
- Regional targeting:SP, MG, and RJ account for 57% of sales. Tailor campaigns and inventory for these markets.
- Simplify logistics:Ready-to-gift packaging and fast delivery options cater to last-minute shoppers.
- Create strategic combos:With 49% of consumers planning to spend between R$50 and R$200, smart combo offerings can increase your average ticket.
