Small and medium-sized enterprises (SMEs) once again demonstrated their strength in digital retail during Father's Day week. Between August 4 and 10, 2025, the survey of theOlist, ecosystem of solutions for SMEs, recorded 9.96 million orders and a total of R$ 2.1 billion transacted, representing an 8.8% growth compared to the same period in 2024. The average ticket was R$ 213.00, an increase of 2.4% compared to last year.
The mobile channel maintained its growth trajectory and accounted for most of the online purchases on that date. Another highlight was the expansion of marketplace participation in sales, which rose to 83.5% of the total, six percentage points above the figure recorded in 2024.
In the geographic breakdown, São Paulo accounted for 65% of sales, followed by Minas Gerais (8.97%), Paraná (8.06%), and Rio de Janeiro (4.95%), maintaining the same order of performance as the previous year. Regarding payment methods, the credit card remained the leader, with 38% of transactions, although it experienced a four percentage point decrease compared to the previous year. Pix, in turn, gained ground and reached a 23% share, an increase of nearly five percentage points compared to the same period last year. Cash (19%), debit card (7%), and boleto (6%) complete the ranking, with an inversion between boleto and debit compared to 2024.
ToAlexander Clein, Sales Director of OlistThe result reflects the ability of SMEs to adapt to a more cautious consumer, investing in personalization, channel diversification, and efficient logistics. "The companies that managed to integrate physical sales, their own e-commerce, and marketplaces, in addition to offering well-structured promotions and fast deliveries, not only managed to maintain but also expand their reach," he states.
The executive also emphasizes the importance of authentic narratives to engage the audience on dates with less emotional appeal, such as Father's Day. "Campaigns that showcase different parenting profiles, rely on humor, and value small gestures had more appeal. The creation of themed kits and personalized experiences also made the purchasing decision easier," he adds.
Based on the lessons from this Father's Day, Clein recommends that SMEs maintain three pillars for upcoming major seasonal dates: advance planning, strategic use of data to personalize offers, and agile digital customer service. "Those who can balance brand authenticity with good commercial conditions come out ahead, without relying solely on price wars," he concludes.
