The beginning of 2026 finds Brazilian e-commerce more mature and competitive. Data from NielsenIQ Ebit's Webshoppers shows that national e-commerce surpassed R$ 200 billion in revenue in 2024, with growth driven by small retailers and the advancement of social commerce. Simultaneously, DataReportal indicates that over 75% of Brazilians already use social networks as a channel for product discovery, a scenario that changes how to start a digital business from scratch.
For Sabrina Nunes, founder of Francisca Joias, and an online sales expert, states that the most common mistake for new entrepreneurs remains investing in inventory before understanding how to sell. “Most stores fail because they buy products without a sales strategy. In 2026, mistakes cost more, because competition is greater and cash runs out quickly,” she says.
According to her, those who start without a brand, followers, or structure need to reverse the traditional retail logic. The first step is to choose a product with proven demand, adequate margin, and simple logistics. “Less variety and more focus. A single well-developed product can scale more than a large, unstrategic mix,” she says. She cites examples recurring in the digital market of brands that grew with single products, supported by efficient marketing and distribution.
This movement gains strength with the consolidation of social commerce. An Accenture report estimates that this model is expected to grow three times faster than traditional e-commerce by 2026. In Brazil, the arrival of TikTok Shop reinforces this trend. “If I were starting today, I would concentrate energy on a growing channel, like TikTok Shop, instead of trying to be on all platforms at once,” says Sabrina. For her, producing content and selling in the same environment reduces costs and accelerates product validation.
Another central point is protecting cash flow at the start of operations. The entrepreneur advocates for negotiations with suppliers for smaller purchases and gradual replenishment, in addition to avoiding high spending on packaging and aesthetics before generating consistent sales. “Money needs to go where it returns quickly: product, traffic, and knowledge. Sophisticated packaging doesn't sustain a business without sales,” she says.
Sabrina also highlights that the beginning of 2026 favors regional strategies. Data from Sebrae shows that digital businesses with a local focus have a higher survival rate in the first two years. “Strengthening the brand from the inside out, starting with one's own region, is more efficient than trying to sell to the entire Brazil right from the start,” she states.
With over 36,000 female students in courses and mentorships spread across the country and an operation that started with an initial investment of R$ 50, the entrepreneur says the most important lesson is to abandon improvisation. “The internet changes fast. Magic formulas no longer work. What works is validated strategy, trend reading, and investment in knowledge,” she states. For her, the entrepreneur entering 2026 needs to understand that growth requires a long-term vision and continuous reinvestment. “A business only grows as far as the owner can see. If there is no clarity about where one wants to go, the company stops sooner,” she concludes.
The expert lists seven practical guidelines for those intending to set up an online store throughout 2026 and reduce common mistakes at the start of operations:
- Start with the product, not the brand
Before thinking about visual identity or social networks, validate a product with proven demand, adequate margin, and simple logistics. The right product protects cash flow. - Reduce the mix to gain speed
Working with few items, or even a single product, facilitates inventory control, communication, and scaling. Excessive variety dilutes effort and capital. - Negotiate inventory progressively
Avoid large initial purchases. Seek suppliers willing to sell in smaller volumes for validation and increase orders as sales occur. - Choose a main sales channel
Concentrating energy on a growing platform, such as social commerce, tends to yield results faster than trying to operate on several channels simultaneously. - Invest first where the money returns
Initially, resources should go to product, traffic, and knowledge. Sophisticated packaging and aesthetics come after recurring sales. - Strengthen the brand from the inside out
Starting with the region or state helps gain local relevance, reduce media costs, and create social proof before expanding operations. - Treat knowledge as a strategic asset
Learning from those who have already walked the path reduces time, money, and mistakes. The right information accelerates decisions and increases the business's chance of survival.
According to the expert, these choices make a difference especially in the 2026 scenario, where e-commerce continues to grow, but with less room for improvisation and intuitive decisions.
