The children’s market has been consolidating as one of the major bets in Brazilian e-commerce. Driven by changes in family consumption habits, the sector has experienced significant growth in recent years, particularly in segments such as clothing, toys, stationery, and personal care items. According to Nuvemshop data, online sales of children’s products grew by 54% in 2023, with over 1.4 million orders placed through the platform. This trend reflects not only the increasing digitalization of consumers but also the greater diversification of offerings targeting the children’s market.
This growth aligns with the broader e-commerce landscape in the country. According to Webshoppers 48 by NielsenIQ|Ebit, Brazilian e-commerce closed 2023 with R$185.7 billion in revenue, of which an increasing share is attributed to niches like the children’s market. Data from the Brazilian Association of Electronic Commerce (ABComm) indicates that toys and children’s fashion are among the top ten best-selling categories in national e-commerce. The pandemic accelerated this digital shift, but the numbers show that the trend has persisted even after physical stores reopened.
In addition to the increase in sales volume, the sector has also evolved in terms of sophistication. Brands and platforms have invested in personalization, user experience (UX), and specialized curation to serve different family profiles and age groups. According to a survey by Bornlogic, companies in the sector that adopted omnichannel digital strategies saw up to a 40% increase in conversion rates for children’s product campaigns in 2023. The presence of young influencers on social media has also gained relevance in parents’ purchasing decisions, expanding brand reach and influence.
Another factor driving the sector is the growing concern among families regarding health, nutrition, and sustainability—especially in consumption aimed at children. Organic products, recycled cotton clothing, educational toys, and cosmetics with natural formulas remain in demand, but the recent spotlight is on children’s food, which has undergone significant transformation over the last decade. More informed parents have begun seeking clean-label foods—free of artificial additives and with recognizable ingredients—prioritizing brands that offer natural and organic options from the earliest stages of food introduction. According to Euromonitor International, Brazil is already the second-largest market for natural and organic products in Latin America, with accelerated growth in the children’s sector, especially in major cities. This scenario has also fueled the emergence of digital-native brands, healthy meal subscription models, and the expansion of small and medium-sized entrepreneurs working with artisanal or local production, selling directly through digital channels.
With consumers being more connected, demanding, and attentive to the shopping experience, children’s e-commerce is positioning itself as a new expanding frontier in the country’s e-commerce landscape, highlights Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) of Divibank. ‘The challenge now lies in maintaining scalability without losing personalization, while continuing to innovate in logistics, digital security, and customer service. As it seems, catering to children has also become a way to retain adults—and gain a foothold in one of Brazilian e-commerce’s most promising segments,’ she states.
If you’re interested in this topic, just let me know, and I can connect you with the executive.
