Brazilian e-commerce ended Black Friday with a revenue of R$4.76 billion, an 11.2% growth compared to 2024, according to data from the Hora a Hora da Confi Neotrus platform. This result represents the best performance of the date since 2021, when e-commerce broke records amidst pandemic isolation.
The survey also indicated that the categories that generated the most revenue were TVs, with R$443.2 million in revenue, smartphones, which generated R$388.7 million, and refrigerators, with over R$273.2 million in revenue.
In addition to reflecting the relevance of the date, the scenario of high demand and revenue also solidifies the potential of e-commerce to leverage sales and boost revenue. In Brazil, two retailers operating with Topsort, a platform that develops solutions and connects brands and consumers intelligently, based on data and real-time decisions, presented significant results. Transactions exceeded projections — one of them reached a transaction volume about ten times above the monthly average — and the businesses yielded profits with more assertive monetizations during peak audience times.
The co-founder and CTO of Topsort, Francisco Larraín, explains that “Black Friday is the period when retail operational intelligence is truly tested. This year, the results show that those operating models based on AI and intelligent auctions gained decision-making speed, efficiency, and greater utilization.”.
The executive highlights that one of the challenges presented by one of the clients was the difficulty in scaling the entire media operation, marked by manual processes and lack of infrastructure to sustain periods of high demand. With the integration completed in a few weeks by Topsort, the retail network began operating with over 3,000 advertisers, automated critical decisions, and arrived prepared to operate at peak traffic. The result was that the transaction volume reached about ten times the monthly average, with half of the investment concentrated in the critical week.
Larraín also details that, in the second scenario, another retailer registered strong traffic throughout November, but low media conversion, signaling inefficiencies in the auction. With Topsort's auction algorithms and automatic optimization, campaigns began to prioritize inventory with higher returns. As a result, the period was monetized more efficiently, with better demand capture and investment directed to the highest performing spaces.
“Black Friday shows in practice why we built Topsort based on an AI-first architecture. When the pressure increases, it is the auction-level intelligence that allows for quick decisions, efficient campaigns, and monetization in weeks, not years. Retail media, in this context, becomes real growth, transforming data into results,” states Larraín.
