Small and Medium Enterprises Drive Sales on 11/11 and Boost E-commerce Momentum for Black Friday

Small and medium-sized enterprises operating under the direct-to-consumer (D2C) model generated R$430 million in revenue on 11/11, representing a 36% growth compared to 2024. This data comes from Nuvemshop, the largest e-commerce platform in Brazil and Latin America. Through smart offers, simplified shipping, and a focus on performance, 11/11 has established itself as a positive prelude to Black Friday, accelerating demand and setting the stage for the more aggressive discounts at the end of the month.

Throughout the 24-hour campaign, 112,000 orders were placed, marking a 39% increase compared to the previous year. Reinforcing the strength of D2C in market niches, the top-performing segments were Fashion, leading with R$13 million, followed by Health & Beauty with R$3.5 million, Accessories with R$2 million, and Home & Garden with R$2 million. 

The study considered sales exclusively on November 11, 2024, and 2025, based on Brazilian merchants using Nuvemshop.