Brazilian e-commerce is expected to generate R$ 9.51 billion with Father's Day 2025, according to a projection by the Brazilian Association of Electronic Commerce (ABComm). The amount represents a 14.28% increase compared to last year, when the sector recorded R$ 8.32 billion in sales.
The positive outlook reflects the sector's maturity and the increasingly digital behavior of consumers. According to the association, approximately 16.76 million orders are expected, with an average ticket estimated at R$ 567.50 (an increase compared to the R$ 521.29 recorded in 2024).
"Consumers are more confident and seek convenience, variety, and good prices. E-commerce offers all of this, with the advantage of reaching consumers in different regions of the country. Holiday dates continue to be strategic for e-commerce, and Father's Day is consolidating as an excellent opportunity for retailers to increase sales and build customer loyalty," says Fernando Mansano, president of ABComm.
According to ABComm, the estimated increase in sales for this year is R$ 980 million, driven by promotional campaigns, integration between digital channels, and logistics improvements. The most sought-after segments should be fashion, electronics, perfumery, beverages, accessories, and personalized experiences.
ABComm recommends that retailers invest in early promotions, targeted offers, and omnichannel service, with special attention to the performance of websites on mobile devices and the quality of after-sales service.
"In addition to volume, Father's Day is important for testing strategies that will be used on other special occasions. Companies that invest in planning and customer experience should stand out," concludes Mansano.
