In recent years, e-commerce in Brazil has undergone a significant transformation, driven by technological advancements, changes in consumption habits, and logistical innovations. The country has become one of the most promising markets for e-commerce, with substantial growth across various sectors.
The report E-Commerce Trends 2025, promoted by Octadesk in partnership with Opinion Box, reveals that 56% of consumers shop more online than in physical stores. Additionally, 88% shop online at least once a month. Data from Nasdaq indicate that 95% of purchases will be online by 2040.
In 2024, Brazilian e-commerce recorded 395 million orders, and revenue may exceed R$ 250 billion by 2027, according to the Brazilian Electronic Commerce Association (ABComm).
“The growth of Brazilian e-commerce reflects a structural shift in consumer behavior. Convenience combined with new technologies, such as Artificial Intelligence and instant payment methods, strengthens the digital shopping experience. Additionally, we see a significant increase in consumer trust in online shopping, which drives this growth sustainably,” explains Eduardo Augusto, CEO of IDK, a consultancy focused on technology, design, and communication.
The impact of digitalization on consumption
The accelerated digitalization of recent years has profoundly changed the relationship between consumers and brands. According to the latest National Household Sample Survey – PNAD Continuous on the Information and Communication Technology – ICT module conducted by IBGE, it indicated that in 2023, 92.5% of Brazilian households had internet access, totaling 72.5 million connected residences. In urban areas, this rate was 94.1%, while in rural areas, it reached 81.0%.
Additionally, the ease of access to shopping platforms, offer personalization, and payment speed have made online shopping part of Brazilians’ daily lives. “Connectivity has allowed small and medium entrepreneurs to enter the game, expanding the diversity of products and services available online, along with the use of social media,” adds Eduardo.
The role of innovation in the evolution of e-commerce
The evolution of e-commerce in Brazil did not happen solely due to increased consumer adoption but also because of massive investments in innovation.
“Strategies like AI, social commerce, and logistics strengthening have helped consolidate the sector as one of the most dynamic in the digital economy,” states Eduardo Augusto.
How will this market evolve?
According to E-Commerce Trends 2025, consumers perceive that they have increased their shopping frequency compared to the previous year and show no signs of wanting to reduce their online shopping frequency.
For 50% of respondents, they will continue to shop more than they currently do over the next 12 months. Given these numbers, it’s worth highlighting some e-commerce milestones that shaped the current landscape and may inspire new strategies to retain customers in the future. The CEO of IDK commented on a few; check them out:
1) The boom of mobile commerce
According to the study, 73% of consumers prefer to shop via mobile phones or smartphones, while only 25% opt for computers or notebooks, and 2% use tablets.
“The growing preference for mobile devices is not a casual trend but a structural shift in consumption habits, driven by the convenience and instant connectivity these devices offer. As a result, purchases made via mobile devices already represent over 60% of transactions in Brazilian e-commerce,” highlights the expert.
2) PIX and new payment methods
PIX revolutionized payment methods in Brazil, becoming one of consumers’ preferred options due to its practicality and lack of fees. According to the survey, published by the Central Bank, this tool has already become the most widespread payment method among Brazilians, used by 76.4% of the population. Additionally, digital wallets and buy now, pay later (BNPL) are gaining traction.
3) Shipping as a competitive differentiator
According to E-Commerce Trends 2025, for 72% of Brazilians, free shipping is the most influential factor when choosing where to shop. Extra fees can cancel a purchase.
Given this scenario, many companies are heavily investing in logistics to reduce delivery times.
“The concept of same-day delivery, where orders placed by a certain time are shipped the same day and the next business day if placed after that cutoff time, is already a reality in major urban centers. Marketplaces, in turn, are expanding their distribution networks to reach consumers in more remote areas,” emphasizes the expert.
4) The influence of social commerce
Data from “Digital Retrospective 2024 – Setting the Course for 2025”, promoted by Comscore, indicated that in 2024, Brazilians spent an average of 103.9 hours per month using mobile apps, contrasting with just 5.5 monthly hours on browsers.
Additionally, social media platforms like Instagram, TikTok, and WhatsApp play a fundamental role in e-commerce. According to study, 14% of purchases are made through social media. “Direct sales via these platforms have grown significantly, and live commerce (live-streamed sales) has gained popularity,” he adds.
5) The expansion of niche e-commerce
Sectors like sustainable fashion, pet products, and personalized items have grown considerably. 65% of consumers buy products they wouldn’t have imagined purchasing online a while back. Among these, 34% are medications, 32% travel, and 18% pet supplies, according to the survey. In other words, consumers increasingly seek exclusive experiences and differentiated products.
6) The rise of marketplaces
Platforms like Mercado Livre, Shopee, and Amazon Brazil dominate the e-commerce landscape, offering a variety of products, competitive prices, and efficient logistical solutions.
“Amazon, for example, changed the game in retail and technology by creating new rules for the market and transforming the way we consume. From Amazon Prime, with fast delivery and customer loyalty through subscription services—with over 200 million members worldwide—to AWS, which dominates cloud computing. The company didn’t just innovate; it reinvented entire sectors. The Marketplace opened doors for millions of sellers, while Alexa brought artificial intelligence into the daily lives of millions,” recalls Eduardo.
7) The use of artificial intelligence
AI and machine learning are revolutionizing customer service and purchase personalization. According to Nielsen, 75% of online stores in Brazil already use some form of AI to optimize sales. “Chatbots, intelligent recommendations, and consumer behavior analysis are some trends here to stay,” he comments.
8) Sustainability in e-commerce
Consumers are increasingly aware of the environmental impact of their purchases. Companies are adopting sustainable packaging, reverse logistics, and carbon offset initiatives to attract environmentally conscious consumers.
According to McKinsey & Company, 60% of consumers are willing to pay more for sustainable products, highlighting the importance of integrating sustainability into business models.
9) Black Friday and seasonal dates as drivers
Seasonal promotions, such as Black Friday and Consumer Day, continue to be major drivers of e-commerce. Strategies like cashback, progressive discounts, and exclusive coupons maintain high demand during these periods.
According to MindMiners, 60% of consumers feel motivated to purchase products or services when receiving coupons or discount codes. Additionally, 49% of respondents prefer to wait for significant promotions and offers, while another 49% choose stores that offer cashback or rewards programs.
10) The impact of the metaverse and augmented reality
With the evolution of the metaverse and advances in augmented reality (AR) technologies, the online shopping experience is about to change drastically. Companies are already testing immersive environments for consumers to virtually try products before purchasing. “The future of e-commerce will be marked by the fusion of digital and physical, allowing consumers to have more interactive and personalized experiences,” emphasizes the CEO of IDK.
The future of e-commerce in Brazil
Brazilian e-commerce continues to expand rapidly, driven by technological innovations and changes in consumption habits. The rise of the metaverse, the consolidation of artificial intelligence, and advanced user experience personalization promise to further transform the sector in the coming years.
Additionally, the personalization provided by AI can increase conversion rates by up to 30%, according to study from McKinsey, highlighting the positive impact of this technology on consumer purchasing decisions
“Companies investing in these trends will stay ahead of the competition, offering increasingly immersive and personalized shopping experiences. The future of e-commerce in Brazil isn’t just promising—it’s already being built,” concludes Eduardo Augusto.
