The gross merchandise value (GMV) in Brazilian e-commerce increased by 7% compared to the same period in 2024, while the total number of orders grew by 5%. These are some of the findings from an exclusive survey by Admitad, a global performance and marketing technology company, in partnership with Flowwow, an international marketplace for gifts and flowers. The numbers indicate solid growth in Brazilian e-commerce in the first half of 2025, even in a still cautious consumption scenario.
The analysis, which reviewed over 2 million online orders generated by Admitad’s publishers for hundreds of Brazilian brands and local branches of international companies, considered data from January to June 2025. The survey also reveals that the average purchase ticket rose from $21 (approximately R$115 at the current exchange rate) to $22 (around R$120), with greater adoption of promotions and loyalty programs. The use of coupons and cashback was present in nearly one-third of purchases, while 25% of transactions were made via mobile devices—a slight increase from the 22% recorded in 2024.
The most popular categories were fashion (28%), electronics (22%), and home & garden (14%), while the sectors that grew the most in 2025 were bus tickets (+34%), food delivery (+25%), and IT services & software (+22%).
“The performance of Brazilian e-commerce in the first half demonstrates the market’s resilience and quick adaptation to changes in consumer behavior. The expectation for the second half is acceleration, with tourism, delivery, and fashion maintaining strong traction,” says Anna Gidirim, CEO of Admitad.
According to Admitad experts, the expectation for the second half is growth between 7% and 8% in the number of orders, with a rise of up to 10% in gross merchandise value, driven by seasonal dates and increased consumer confidence.
One highlight of the research is that over 65% of online purchases currently made in Brazil are conducted on marketplaces, which bring together multiple sellers and retailers on a single platform.
“Consumers, especially Brazilians, are increasingly demanding when it comes to convenience, personalization, and delivery reliability. These factors have favored agile marketplaces and platforms that connect local businesses to more affective shopping experiences,” explains Milhail Liu-i-Tian, CEO of Flowwow in Brazil.
Growth in niches
Flowwow, a global marketplace for flower and gift delivery operating in over 40 countries, saw its Brazilian operation quadruple GMV in the first half of 2025 compared to the same period the previous year.
The brand’s performance illustrates how special occasions are driving the online gifts and flowers sector, even though they represent a smaller share of total sales (1.5%, according to Admitad).
Flowwow’s numbers for three key dates in the flower retail sector reinforce this trend. The marketplace recorded in Brazil a threefold growth in orders for International Women’s Day, 526% for Mother’s Day, and 438% for Valentine’s Day—indicators of growth, although the variation is significantly impacted by the lower comparison base in 2024, according to Mikhail.
“The significant increase on commemorative dates shows that Brazilian consumers are looking for more than just the physical gift—they want to create emotional impact, even with last-minute purchases. We believe this shift in mindset will continue shaping the sector in the coming years,” evaluates the CEO of Flowwow in Brazil.
In addition to the significant increase in orders, the cancellation rate also dropped considerably, indicating greater confidence in purchasing perishable and customized items online. “What we’ve noticed is that, as Brazilians increasingly trust digital platforms, even for perishable and customized items, 2025 could represent a turning point for the online gift market,” concludes the executive.
