The promise of financial freedom has led thousands of Brazilians to try to venture into e-commerce. But the reality is harsh. According to a new survey by Loja Integrada, one of the largest e-commerce platforms in the country, most online stores close before even making their first sale. In April of this year, out of the 7,800 new stores opened, only 123 managed to sell a single product.
The survey analyzed the behavior of 505 active platform merchants and gathered over 1,150 responses from 45 questions applied to beginner entrepreneurs. The study points out that the problem is not with the technology, but with the unpreparedness of those who start the digital journey without knowledge, strategy, or support. Among the interviewees, 61% of shop owners said they did not know what they would sell when creating the store, and 33% expected immediate returns, even without experience or minimal infrastructure.
ToLucas Bacic, CEO of Loja IntegradaPeople arrive at the platform motivated by a dream, the dream of having their own business, but they encounter technical and emotional barriers right at the first steps. "Without guidance, many shop owners get lost in their first decisions and give up before even properly activating the store or making their first sale," he states.
Why don't the stores sell?
The main challenges faced by those starting in e-commerce are product promotion, cited by 40.2% of respondents; store structuring, mentioned by 32.5% of shop owners; pricing, at 16%; and technical setup, noted by 7.3%.
Despite the interest in learning, only 1.9% invest in paid courses. Most people search for free content on social media, online videos, and Google searches. The gap between access to information and the practical application of knowledge helps explain the high dropout rate.
The survey analyzed the behavior of 505 active retailers on the platform and collected over 1,150 responses, based on data from January to April 2025. The results were cross-referenced with internal metrics of Loja Integrada, which currently has 2.7 million stores created in Brazil, but only 24,000 active.
The Brazilian scenario reflects a global reality. Data cited by international publications such as Huffington Post and Marketing Signals show that 90% of e-commerce businesses worldwide shut down within 120 days after launch.
For Bacic, the moment requires a more structured approach. "Our goal is to provide smarter support from the beginning of the journey so that the entrepreneur can focus on what only they can do. Create, sell, and serve," says Bacic.
Currently, Loja Integrada has a total of 2.7 million stores created in Brazil, but only 24,000 are active. The die reinforces the size of the challenge of keeping the digital business operating consistently and sustainably over time.
