The purchasing flow in the weeks leading up to Mother’s Day generated over R$ 322 million in revenue for online SMEs in 2025, according to data from Nuvemshop, the leading e-commerce platform in Latin America. This value represents a 34% increase compared to the revenue in 2024, when they earned R$ 241 million.
“We have observed, date after date, enormous growth in online retail in Brazil. Mother’s Day has always been one of the most important dates for commerce, and merchants took advantage of the heated market and strong demand to invest even more in this channel,” comments Luiz Natal, Platform Development Manager at Nuvemshop. “The results reflect the work of SMEs to offer the public creative and varied product options, and Nuvemshop’s role in providing support and structure so they can focus on their businesses,” he adds.
This growth was generated through the sale of 4.7 million products, 29% more than the 3.6 million items sold in 2024. Among the best-selling segments, Fashion had the highest revenue (R$ 108.6 million), followed by Health & Beauty (R$ 31.1 million) and Accessories (R$ 17.7 million).
Souvie, an organic cosmetics brand that is part of Nuvemshop Next – a business unit specialized in growing e-commerce – bets on sensitive strategies connected to the company’s purpose to stand out in online retail and prepared a special campaign for Mother’s Day. “For this date, we bring back the care passed down through generations. We thought about a moment of pause and comfort, which we translated into an action that goes beyond sales, with progressive discounts and the inclusion of a lemongrass candle as a gift,” highlights Luiza Torviso, Growth Manager at Souvie.
Regarding payment methods, Pix remains the leader, accounting for 49% of all orders, followed by credit card (46%).
The data was collected by Nuvemshop based on sales from Brazilian merchants during the three weeks leading up to Mother’s Day 2025.
