Magis5 maps the most searched products and teaches sellers how to capitalize on the 8% increase in e-commerce

E-commerce in Brazil is expected to grow by 8% on Mother's Day 2025 compared to last year. The estimate is from the Brazilian Association of Electronic CommerceABCOMM). Players from the sector are already prepared for this one of the mainretail datanational.

Only Magis5,integration and automation hubthat brings together more than 30marketplacesand integrated channels in the country, had a significant volume of orders processed during the same period last year, confirming the strategic importance of this date for the sector.

According to the company's team, more practical, personal consumption items should prevail among the most sought after. Based on market surveys, such as those from the National Confederation of Commerce (CNC), the team cites the items with the highest propensity tosales.

Products such as perfumes and cosmetics, with more than one-third (34%) of purchase intentions; followed by clothing (22%) and chocolates (15%). Conversely, mothers' preferences focus on travel (30%) and smartphones (11%). It also highlights the preference for appliances (9%), driven by a peculiarity: almost a quarter of families choosing to celebrate the date at home.

According to the team of specialists, the estimated growth of 8% in thee-commerceThis Mother's Day should put pressure on logistics in states like São Paulo, Minas Gerais, and Rio de Janeiro. These tend to account for 57% of sales, according to the hub based on information from the Central Bank.

Magis5 also designs the distribution of orders by networkmarketplaceThe trend is that major players in the sector willkeep in the leadIn 2024, the top sales leader for this period was Mercado Livre, followed by Shopee, Shein, Amazon, and Magalu.

In fact, more established brands, with more time in the market and greater investments in advertising and promotion, are among the most used. But the trend is that this concentration will decrease, with orders also distributed across other networks, evaluates Magis5 CEO, Claudio Dias.

The TikTok Shop factor

Brazilian e-commerce has a debut on Mother's Day 2025: TikTok Shop – a social media feature that allows the sale of products directly through the platform. According to Dias, it is a significant advantage for data this year compared to previous years.

"TikTok has 111.3 million users in Brazil. We are the third largest presence on the platform worldwide. It is a huge potential reach for e-commerce, which is beginning to be developed at a symbolic time for commerce, which is Mother's Day," he explains.

For the CEO, it's a significant advantage for data this year compared to previous years. The platform, which has been gaining ground in e-commerce, is expected to mainly attract the 18 to 34 age group, responsible for 40% of purchase intentions for perfumes, cosmetics, and electronics, according to a CNC study.

Additionally, the short video format and live reviews facilitate product discovery, aligning with the fact that many consumers have not yet decided what to gift.

Faced with projections and new developments in the sector, the expert lists some tips for those who are going to buy a gift for Mother's Day, as well as for sellers who want to take advantage of the occasion to increase their revenue. Check it out

Tips for buyers

1. Align expectationsConsider experiences at home or gifts that combine affection and added value.
2. Buy in advanceAvoid stock shortages and last-minute high prices.
3. Explore TikTok ShopGrowing platform to find deals.
4. Gift multiple womenUniversal kits or bulk purchases can lead to savings.
5. Surprise with meaningFollow the present with a personalized message.

Tips for sellers

1. Take advantage of the gapsOffer creative alternatives for unmet wishes, such as electronics with extended installment plans.
2. Strengthen your TikTok ShopUse videos and live streams to highlight products, especially during peak hours.
3. Regional segmentationSP, MG, and RJ account for 57% of the sales. Adapt campaigns and inventories for these markets.
4. Facilitate logisticsReady-to-gift packaging and quick delivery options cater to those who leave things for the last minute.
5. Create strategic combosWith 49% of consumers planning to spend between R$50 and R$200, creating smart combos can increase your average ticket.