Supported by the success of Pix and a large young population, technology enthusiast and open to a culture of digital innovation, Brazilian e-commerce is expected to reach the mark of US$ 585,6 billion in 2027, what represents a 70% increase compared to 2024. This advance must be recorded even on a strong basis, considering that local e-commerce has already been growing at double-digit rates in recent years. The findings are from the 2nd edition of thestudy “Global Expansion Guide for High-Growth Markets”, produced by Nuvei, Canadian fintech for payment solutions. The survey focuses on Brazil and South Africa, emerging country with similar characteristics that is also expected to expand e-commerce by 2027
The report is part of a series of studies that analyzes e-commerce in eight high-growth markets mapped by Nuvei — Brazil, South Africa, Mexico, Hong Kong, Chile, India, Colombia and United Arab Emirates
By mapping the local landscape and the characteristics and preferences of consumers in Brazil and South Africa, the Nuvei report serves as a kind of guide to insights and strategies for foreign companies interested in selling online in the local market, just as for Brazilian women who want to offer their products in other high potential expansion countries. In other editions, the research focuses on several countries with high growth markets, capable of leading the advancement of global e-commerce to surpass the trillion-dollar mark in 2027 – reaching an estimated US$ 1,23 trillion, a brand new. The previous edition covered Colombia and the United Arab Emirates, and the next ones will focus on Mexico and Hong Kong, and then, Chile and India
According to the Nuvei study, e-commerce in Brazil generated US$ 346,3 billion in 2024. To get an idea of the recent progress, in 2018 this volume was US$ 85,5 billion. Based on factors such as the high adherence of Brazilians to new technologies and, consequently, innovations in payments – as it shows the success of Pix, today used by 90% of the adult population, according to the Central Bank – e-commerce in the country is expected to reach a 585% increase over the 2018 mark by 2027 – that is, in less than ten years
Emerging markets, like Brazil and South Africa, not only follow global e-commerce trends: in fact, they direct these trends, with their large populations and the constant development of new payment technologies, like Pix in Brazil and PayShop in South Africa, says Daniel Moretto, senior vice president of Nuvei Latin America. The series of studies analyzes e-commerce in eight high-growth markets mapped by Nuvei. "They are all markets with innovative payment ecosystems and are at the forefront of the advancement of global e-commerce", adds
Cross-border sales
And it's not just internally that Brazil has been growing in e-commerce. Nuvei's data shows that cross-border online sales (the so-called cross online commerce -border) should jump from US$ 26,6 billion from 2024 to US$ 51,2 billion in 2027 – a rise of 92,5% in the period. Considering the compound average growth of cross-border online commerce for the period from 2023 to 2027, the advance is 28%. In 2023, Brazil had a 7% share of the global e-commerce market. Among emerging countries, Chile is where most of the operations are concentrated, with 23%, followed by Mexico, with 20%
Featured sectors
Looking at the domestic market, the retail segment had the highest volume of e-commerce transactions in 2024, with US$ 137,3 billion. In sequence, highlights for trips (US$ 56,7 billion, bets (US$ 39,3 billion, delivery and individual transportation apps (US$ 16,8 billion) and streaming services (US$ 10,7 billion. Various categories totaled another US$ 67,8 billion
Payment methods and instruments
In terms of payment methods, Nuvei estimates that Pix will be the choice of consumers in 50% of e-commerce transactions by 2027 – it was 40% in 2023. It is interesting to note that national credit cards, although they have lost market share, still represent around 30% of online purchase payments in 2024 (34%) and are expected to be 27% in 2027. This resilience of credit cards is related to the possibility of installment purchases. This cultural inclination towards installment payments on credit cards limits the expansion of the so-called BNPL (buy now, pay later, common in other countries. Around here, the BNPL represents only 1% of transactions, percentage that should be maintained in the coming years
Smartphones are the preferred tool of Brazilians for online shopping, with more than 72% of operations in 2024 – year after year, the convenience of mobile has been surpassing purchases made on desktops and laptops. Mobile devices are often the main platform for shopping, bank transactions and payments, reflecting the preference of Brazilian consumers for perfect and dynamic digital experiences, observe Moretto
In the Brazilian case, just as it happens in other markets, companies that operate with e-commerce should pay attention to the preferred payment methods of consumers. "From the perspective of the seller", offering the payment solutions that best match the preferences of each market increases the chances of sales conversion. That is why it is essential to map them, so that companies can better direct their efforts, comment Moretto. In this sense, Nuvei supports companies that need to understand markets in depth through payment solutions tailored to each market. Furthermore, offers services that connect companies selling online with local partners, in order to avoid unnecessary costs with own structures outside the Country
South Africa
Another focus of the second edition of the report, South Africa is also experiencing strong growth. In the country, e-commerce generated US$ 10,1 billion in 2024, volume that should increase to US$ 15,8 billion in 2027 – a growth of 56,4%. Most of the purchases were paid for, in 2024, with debit cards, representing 41% of the total. Although the expectation is that this payment method will maintain this share in the coming years, the study estimates that bank transfers should gain ground
