The children’s market has been consolidating itself as one of the great bets of Brazilian e-commerce. Driven by changes in family consumption habits, the sector has experienced significant growth in recent years, with emphasis on segments such as clothing, toys, stationery and personal care. According to data from CloudShop, online sales of children’s products grew 54% in 2023, with more than 1.4 million orders placed through the platform. The trend reflects not only the advancement of the digitization of consumers, but also the greater diversification of the supply aimed at children.
This growth is aligned with the general panorama of e-commerce in the country. According to Nielseniq|Ebit’s Webshoppers 48, Brazilian e-commerce closed 2023 with R$ 185.7 billion in revenue, of which an increasing portion is attributed to niches such as children. Data from the Brazilian Association of Electronic Commerce (ABCOMM) indicate that the categories of toys and children’s fashion are among the ten best sellers in the national e-commerce. The pandemic has accelerated this digitization, but the numbers show that the trend remained 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 customization, user experience (UX) and specialized curation to meet different family profiles and age groups. According to a survey by Bornlogic, companies in the sector that bet on omnichannel digital strategies showed an increase of up to 40% in conversion rates in children’s product campaigns in 2023. The presence of child influencers on social networks has also gained relevance in purchase decisions parents, expanding the reach and influence of brands.
Another factor that drives the sector is the growing concern of families with health, nutrition and sustainability — especially in consumption aimed at children. Organic products, recycled cotton clothes, educational toys and cosmetics with natural formulas are still on the rise, but the recent highlight goes to children’s food, which has undergone a significant transformation in the last decade. More informed parents began to look for clean label foods, free from artificial additives and with recognizable ingredients, prioritizing brands that offer natural products and organic options from the first phases of food introduction. According to Euromonitor International, Brazil is already the second largest market for natural and organic products in Latin America, with accelerated growth in the children’s sector, especially in the capitals. This scenario has also driven the emergence of digital native brands, subscription models for healthy meals and the expansion of small and medium-sized entrepreneurs who work with artisanal or local production, selling directly through digital channels.
With more connected consumers, demanding and attentive to the shopping experience, children’s e-commerce positions itself as a new frontier expanding in national e-commerce, highlights Rebecca Fischer, co-founder and Chief Strategy Officer (cso) of divibank. “The challenge now is to maintain scalability without losing personalization, in addition to continuing to innovate in logistics, digital security and service. Brazilian”, he says.
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