The children's market has been consolidating as one of the major bets of Brazilian e-commerce. Driven by changes in family consumption habits, the sector has experienced significant growth in recent years, with highlights in segments such as clothing, toys, stationery, and personal care. According to Nuvemshop data, online sales of children's products grew by 54% in 2023, with over 1.4 million orders placed through the platform. The trend reflects not only the advancement of consumer digitalization but also the greater diversification of offerings aimed at children.
This growth is aligned with the overall landscape of e-commerce in the country. According to Webshoppers 48 by NielsenIQ|Ebit, Brazilian e-commerce closed 2023 with R$ 185.7 billion in revenue, a growing portion of which is attributed to niches such as children's products. Data from the Brazilian Association of Electronic Commerce (ABComm) indicate that the toy and children's fashion categories are among the ten best-selling in the national e-commerce. The pandemic accelerated this digitalization, but the numbers show that the trend continued even with the reopening of physical stores.
In addition to the increase in sales volume, the sector also evolves in terms of sophistication. Brands and platforms have invested in personalization, user experience (UX), and specialized curation to cater to different family profiles and age groups. According to Bornlogic's survey, companies in the sector that invested in omnichannel digital strategies experienced an increase of up to 40% in conversion rates in children's product campaigns in 2023. The presence of young influencers on social media has also gained importance in parents' purchasing decisions, expanding the reach and influence of brands.
Another factor driving the sector is the growing concern of families with health, nutrition, and sustainability — especially in consumption aimed at children. Organic products, recycled cotton clothing, educational toys, and cosmetics with natural formulas continue to be popular, but the recent highlight goes to children's food, which has undergone a significant transformation in the last decade. More informed countries have started to seek clean label foods, free of artificial additives and with recognizable ingredients, prioritizing brands that offer natural products and organic options from the early stages of complementary feeding. According to Euromonitor International, Brazil is already the second largest market for natural and organic products in Latin America, with rapid growth in the children's sector, especially in the capitals. This scenario has also driven the emergence of native digital brands, subscription models for healthy meals, and the expansion of small and medium entrepreneurs who operate with artisanal or local production, selling directly through digital channels.
With more connected, demanding, and purchase experience-aware consumers, children's e-commerce is positioned as a new expanding frontier in national e-commerce, highlightsRebecca Fischer, co-founderandChief Strategy Officer (CSO) yesDivibank"The challenge now is to maintain scalability without losing personalization, as well as continuing to innovate in logistics, digital security, and customer service. It seems that serving children has also become a way to retain adults—and to gain space in one of the most promising segments of Brazilian e-commerce," he states.
