With only 6 months in Brazil, Temu becomes the 5th largest e-commerce in Brazil.

Among the 18 retail sectors analyzed in the E-commerce Sectors Report in Brazil, approximately 16 e-commerce segments in the country grew in November—a surge driven by Black Friday. According to the most recent figures, the growth in online traffic on the platforms was 101% compared to October, accounting for 3 billion unique visits — the highest number in 2024.

Beyond the commercial promotions period, November was a month marked by the consolidation of a player that was previously relatively unknown in Brazil. If when we talked about Asian e-commerce platforms the main names that came to mind were Shopee, Shein, and Aliexpress, Temu is now on that list. 

With Temu's surprising growth, five of the top 10 Brazilian e-commerce platforms are now Asian. The Chinese company, headquartered in Boston, USA, arrived in Brazil in May of this year. Despite its short time in the market, it has already surpassed major competitors such as Olx, Shein, Aliexpress, and Magazine Luiza to reach 5th place in the ranking of the largest e-commerce platforms in Brazil. 

The leader in the imported goods ranking since August grew from 1 million visits in May of this year to over 107 million visits in November 2024.

The sectors that grew the most during Black Friday 

Compared to October, the Jewelry and Watches sector was the segment that grew the most in November, with a 39% increase—leveraging Black Friday and the proximity to Christmas. According to the Black Friday 2024 Study conducted by Conversion, incidentally, 83.6% of consumers stated they intended to use the promotion season to buy their Christmas gifts. 

The sector's growth was driven by Vivara, which recorded an increase of over 3.4 million visits and was responsible for approximately 73% of the sector's visit growth. The other two categories that showed the highest increases for the month were  Sports, with 29.4%, and Cosmetics, with 28.4%. 

The imported goods sector also had its best performance of the year, reaching over 316 million monthly visits—a 6.3% increaseThe highlight of the month for this category was the expansion of Aliexpress visitors, by 22%, reaching approximately 91 million.

In the Marketplace sector, Amazon Brazil stood out the most, surpassing the numbers from July, the month when Prime Day occurred and when the company had posted its best results of the year until then. However, the site that expanded its traffic the most in the monthly comparison was Casas Bahia's platform, with a 36.9% increase in MoM visits, achieving its best result of the year. 

Meanwhile, within the Electronics and Appliances segment, the Brazilian company Kabum advanced 61% and surpassed Apple to reach the second position in the sector —which grew by 16.5%, with 234 million visits. The category leader remains Samsung, with a 44.8% share of traffic in the niche.