Brazilian e-commerce ended 2025 confirming its strength as a retail driver, but under a new consumption dynamic. Between December 19th and 31st, the sector earned R$ 10.8 billion, registering growth of 18.7% compared to the same period of the previous year. The survey is by Confi Neotrust, which monitors around 7 thousand virtual stores in the country.
Despite the jump in revenue, the numbers reveal a scenario of economic caution. Growth was supported by an increase in order volume, while the average purchase value (average ticket) declined 3.1%, closing at R$290.30. The data suggests that, pressured by high interest rates, Brazilians opted for lower value items or took advantage of aggressive promotions to close the year.
Christmas of discounts and contrast with physical retail
The price search strategy was evident during Christmas week (December 19th to 25th). In this period, revenue rose 14.2% (R$ 5.9 billion), but the average ticket had a sharp drop of 7.9%.
This digital performance contrasts with the shyness of physical retail. Data from Getnet show that in-person sales grew just 1.7% in December in the annual comparison and fell 1.3% compared to November, highlighting the slowdown in economic activity in the second half of the year.
Summer Effect: The explosion of post-Christmas sales
The post-Christmas period (December 26th to 31st) brought a recovery in prices and a change in the product mix, driven by climatic factors. Online sales totaled R$4.8 billion — a significant increase in 24.8% about 2024.
With the arrival of summer and high temperatures, the category of air conditioning devices shot 284%, generating R$433 million. Refrigerators also saw a significant increase of 38.5%. Unlike the previous week, the average ticket in this period rose 3.4% (R$ 305), driven by these durable goods with higher added value.
The new rationality of consumption
For experts, the results consolidate the digital channel, but warn of the end of impulse purchases. Hygor Roque, Head of Revenue from Divibank, assesses that today's consumer is more rational and sensitive to prices.
"The growth of e-commerce does not necessarily mean a greater willingness to spend. The increase in volume with pressed tickets shows that the purchasing decision is increasingly conditioned by promotions and convenience", says Roque.
The executive highlights that strategies based solely on discounts tend to lose steam. For the next cycle, the retail difference must focus on efficient logistics and intelligent use of data to retain an increasingly selective customer.
