As a trend for the 2025 Black Friday, the Southeast and South regions are indicated as the main logistics hubs this year, both for the origin and destination of packages in the country. The data is from the Logistics Map survey, conducted by Loggia, based on predictive analytics and data intelligence considering last year's package movement perspectives. The research presents, for the first time, a dedicated section for the date, highlighting trends and forecasts for one of the most important periods in digital retail. The study also predicts a significant increase in goods movement in the Northeast and Central-West regions, reflecting the geographical expansion of online consumption in Brazil.
Among the categories with the highest growth potential for the date are cosmetics and perfumery; followed by clothing and fashion; footwear, electronics and IT; sports articles and food. The segments of jewelry and costume jewelry; games and toys; as well as stationery, bookstores and graphic printing may also stand out — evidencing the diversification in the shopping profile and opportunities for businesses from different niches.
Regarding the average order value, the study reveals distinct expectations depending on the business size. For large brands, the potential average ticket is R$ 197, while small ones may record an average of R$ 184, reinforcing the relevance of SMEs and independent brands in categories and products with good earnings prospects.
Brazil's Hinterland drives SME e-commerce
Also according to the Logistics Map, Brazilian e-commerce has been expanding to regions that previously had a lower presence in this sector. The study reveals that small and medium-sized enterprises (SMEs) – located in capitals such as São Paulo (SP), Belo Horizonte (MG), Rio de Janeiro (RJ), Curitiba (PR) and Brasília (DF) – showed an impressive growth of 194% in sending packages to consumers in hinterland cities, such as Niterói (RJ), Ribeirão Preto (SP), Sorocaba (SP), São José dos Campos (SP) and Vila Velha (ES). This movement highlights the advancement of consumption digitalization outside major urban centers and reinforces the importance of logistics in connecting different regions of the country.
Furthermore, there is another piece of data confirming the dynamism of online sales: an 80% increase in the volume of packages sent by companies located in hinterland cities, such as São José dos Pinhais (PR), Brusque (SC), Joinville (SC), Serra (ES) and Londrina (PR), destined for other hinterland cities such as Santos (SP), Jundiaí (SP), Uberlândia (MG), Maringá (PR) and São José do Rio Preto (SP). This data shows that the hinterland is also establishing itself as a sender and receiver hub for online purchases, expanding product circulation outside major metropolitan centers.
SMEs opt for pickup points
A model that has been gaining the attention and preference of entrepreneurs, especially due to greater access and reduced shipping costs, is the use of pickup points for sending packages — known as PUDOs (Pick up and Drop off points). Their use increased by 22% in the third quarter of the year, compared to the second quarter.
Highlighted regions and categories in Brazilian e-commerce
In the third quarter of 2025, new states gained prominence in the Logistics Map in terms of package movement in the country, accompanying the evolution and diversification of e-commerce among small, medium, and large businesses in different regions of Brazil.
During the period, the Central-West consolidated itself as a strategic region, with Goiás leading the growth ranking (+202%) – while Paraná debuted among the five states with the highest movement (+15%). The Northeast and North also advanced: Bahia, Ceará, Pernambuco and Rondônia established themselves as strategic logistics hubs. The Southeast and South regions stood out for having a higher presence of SMEs, with 13% and 22% respectively, surpassing large brands, which recorded 11% and 12% in these same regions. In terms of categories, sports articles recorded the highest growth rate of the quarter (150%), while optical goods grew 310% in the first half.
