Linx, a retail technology specialist, identified a heated early November across different segments, driven by the Black Friday season. The study, conducted between November 1st and 15th with the company's client base, showed that marketplaces and omnichannel operations recorded positive performance compared to the same period in 2024.
According to the survey, there was a 171% increase in the billed value for clients with omnichannel operations in the first half of November 2025, compared to the same period the previous year, in addition to a 71% growth in the average ticket. . Omnichannel operations stand out with superior performance driven by channel integration and a focus on the customer journey.
“In a period of intense commercial competition, brands that can connect inventory, payment, and logistics between physical and digital deliver a much smoother experience to the consumer,” states Cláudio Alves, Enterprise Director at Linx..
Meanwhile, in digital retail, the movement was even more intense. The billed value for marketplaces saw a leap of 46% in the annual comparison. November 11th doubled the billing compared to October 10th, 2025, establishing itself as one of the key milestones in the promotional calendar with the “double dates.”.
“The strong performance of marketplaces reinforces the consumer behavior of anticipating purchases beyond the last Friday of November. Thus, the digital journey continues to gain prominence, while physical retail maintains a solid pace aligned with the promotional calendar,” states Daniel Mendez, E-Commerce Director at Linx.
