The competition among Shopee, Amazon, AliExpress, and Mercado Livre has entered a more mature phase in Brazil. After a cycle marked by aggressive coupons and shipping subsidies, e-commerce has come to be influenced by structural factors such as logistical efficiency, delivery predictability, and purchase journey security.
This shift is occurring in a market that reached R$ 204.3 billion in 2024, according to the Brazilian Association of Electronic Commerce (ABComm), accounting for approximately 9% of national retail.
The advancement of e-commerce has altered the behavior of the Brazilian consumer, who now demonstrates lower tolerance for delays, post-sale failures, and unclear exchange processes. Consequently, price alone has ceased to be the primary selection criterion, making room for platforms capable of offering a more predictable experience from order to delivery.
For Hugo Vasconcelos, a marketplace sales expert and partner at VDV Group, this change helps explain the new logic of competition among platforms. “The consumer has started comparing the experience as a whole. Predictable delivery, clear return policy, and seller reputation now carry more weight than occasional discounts,” he states.
Distinct strategies in the same market
The change in consumer behavior is reflected in the strategies adopted by the major marketplaces. Shopee and AliExpress continue to use coupons and reduced prices as tools for acquisition and volume gain, especially in value-sensitive categories.
Amazon maintains a focus on wide assortment and loyalty through Prime, with fast deliveries concentrated in regions already well-served by its logistics network. Mercado Livre, in turn, has reinforced a strategy based on logistics integration and strengthening its seller ecosystem.
Data released by the company indicates that over 90% of deliveries made in Brazil already pass through its own logistics network, which increases control over deadlines and reduces operational failures. The expansion of distribution centers in the Northeast, South, and Midwest is part of this competitive response, particularly in the face of platforms that still rely predominantly on imports and longer lead times.
Professionalization as a competitive differentiator
This new market landscape also directly impacts those who sell on marketplaces. Data from Sebrae indicates that the absence of logistical, financial, and operational management is among the main factors for the failure of small businesses in the digital environment. In response, platforms have begun demanding higher service standards, regular invoice issuance, and a consistent performance history.
In this context, the requirement for logistics integration and stricter rules functions as a natural filter. By prioritizing structured sellers, marketplaces reduce conflicts, increase buyer trust, and boost repurchase rates, creating a more sustainable cycle for the entire ecosystem.
What to consider before choosing a platform
For companies and entrepreneurs operating or intending to operate in e-commerce, understanding this scenario has become strategic. Instead of considering only fees and initial incentives, experts recommend evaluating operational stability, data access, shipping predictability, and reputation criteria. These factors tend to influence medium and long-term performance more than seasonal discount campaigns.
The competition among Shopee, Amazon, AliExpress, and Mercado Livre remains intense, but with more rational criteria. As e-commerce consolidates as one of the main channels of Brazilian retail, platforms that manage to balance price, efficiency, and trust are gaining ground, while models sustained solely by subsidies show signs of exhaustion.
