E-commerce in Brazil is projected to reach revenues of R$ 224.7 billion in 2025, according to estimates by the Brazilian Association of Electronic Commerce (ABComm), indicating growth of around 10% compared to the previous year. The advance confirms the expansion trend observed since the intensification of digitalization during the COVID-19 pandemic.
One of the main drivers of this growth is the consolidation of Pix as a payment method. According to the research ‘Payments in Transformation: From Cash to Code,’ conducted by Google, Pix accounted for 47% of the total transaction volume in 2024, surpassing credit cards (34%) and other methods (18%). The system’s success is explained by instant transaction approval, no fees for consumers, and high levels of security.
Additionally, digital platforms like Instagram and TikTok have established themselves as strategic virtual showcases, capable of directly influencing consumer purchasing behavior. The report ‘State of Influence Marketing in Brazil 2025’ by HypeAuditor reveals that the country already has 3.8 million active influencers, surpassing the United States and India, representing 15% of the global total.
The growth of digital commerce is also reflected in the increase in order volume. According to ABComm, in 2025, 435 million online purchases will be made, a 5% increase over the previous year. Experts highlight that although Pix and social media drive the sector, the results could be even better with efficient payment orchestration. Integrating different methods, optimizing checkout, and managing transactions in a unified way could boost sales by up to 5%, approximately R$ 12 billion additional, by reducing friction and improving the consumer shopping experience.
The advancement of Pix and social media not only facilitates the shopping experience but also promotes greater financial inclusion and engagement of small and medium-sized entrepreneurs. ‘Competition is increasingly fierce, and only those who invest in innovation, user experience, and digital skills will have a real chance to thrive in this new era. Retail has changed forever, and now the question is no longer whether a company should be online but how it will differentiate itself to remain relevant in this highly competitive scenario,’ says Rebecca Fischer, co-founder e Chief Strategy Officer (CSO) da Divibank
With the market expanding, companies and digital platforms need to quickly adapt to changes in consumer behavior and new technologies, consolidating Brazil as one of the main e-commerce hubs in Latin America.
