Brazilian e-commerce continues to expand. According to data from the Brazilian Electronic Commerce Association (ABComm), the sector generated R$100.5 billion in the first half of 2025. The result is supported by the advancement of digitalization, the diversification of payment methods and the increase in consumer confidence in the online environment.
Between January and June, more than 191 million orders were recorded with an average ticket of R$540. The number of virtual buyers reached more than 41 million, reinforcing the relevance of e-commerce as a consumption channel for different profiles and income ranges.
For the second half of the year, ABComm projects an even more impressive performance, driven by seasonal dates such as Black Friday, Christmas and international sporting events, in addition to the positive impact of Drex, the Central Bank's digital real, which should expand financial inclusion and facilitate transactions.
For Fernando Mansano, president of ABComm, the scenario points to sustainable growth and opportunities for the entire retail ecosystem. "Brazilian e-commerce is experiencing a moment of consolidation and innovation. Companies are investing in shopping experience, logistics and new technologies, while consumers are increasingly showing confidence in the digital environment. This combination strengthens the sector and expands its role in the national economy."
Overall, the performance of the first half reinforces the strength of e-commerce in Brazil and its ability to adapt to new consumer demands. With constant innovation and strategies focused on convenience, security and personalization, the sector is consolidating itself as one of the main drivers of retail growth, paving the way for a second half of even more positive results.
