Competition between 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 began to be influenced by structural factors, such as logistical efficiency, delivery predictability and security in the shopping journey.
The movement takes place in a market that generated R$204.3 billion in 2024, according to the Brazilian Electronic Commerce Association (ABComm), and accounted for around 9% of national retail.
The advancement of e-commerce has changed the behavior of the Brazilian consumer, who began to demonstrate less tolerance for delays, post-sales failures and unclear exchange processes. In this way, the isolated price is no longer the main choice criterion, making room for platforms capable of offering a more predictable experience from order to delivery.
For Hugo Vasconcelos, specialist in sales on marketplaces and partner at VDV Group, this change helps explain the new logic of competition between platforms. "The consumer started to compare the experience as a whole. Predictable delivery, a clear return policy and the seller's reputation today weigh more than specific discounts", he states.
Different strategies in the same market
The change in consumer behavior is reflected in the strategies adopted by the main marketplaces. Shopee and AliExpress continue to use coupons and reduced prices as an acquisition and volume gain tool, especially in value-sensitive categories.
Amazon maintains a focus on a broad 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 the seller ecosystem.
Data released by the company indicates that more than 90% of deliveries made in Brazil already pass through its own logistics network, which increases control over deadlines and reduces operational errors. The expansion of distribution centers in the Northeast, South and Central-West is part of this competitive response, especially in the face of platforms that still depend mainly on imports and longer terms.
Professionalization as a competitive differentiator
This new market design also directly impacts those who sell on marketplaces. Data from Sebrae shows that the lack of financial and operational logistics management is among the main factors in the failure of small businesses in the digital environment. In response, platforms began to demand higher service standards, regular issuance of invoices and a consistent performance record.
In this context, the demand for logistical integration and stricter rules works as a natural filter. By prioritizing structured sellers, marketplaces reduce conflicts, increase buyer confidence and increase the repurchase rate, creating a more sustainable cycle for the entire ecosystem.
What to look for before choosing a platform
For companies and entrepreneurs that operate or intend to operate in e-commerce, reading this scenario has become strategic. Instead of just considering initial fees and incentives, experts recommend evaluating operation stability, data access, freight predictability and reputation criteria. These factors tend to influence performance in the medium and long term more than seasonal discount campaigns.
The competition between Shopee Amazon AliExpress and Mercado Livre remains intense, but with more rational criteria. As e-commerce consolidates itself as one of the main channels of Brazilian retail, platforms that manage to balance price, efficiency and trust are gaining ground, while models supported only by subsidies show signs of exhaustion.
