E-commerce in Brazil is expected to reach revenues of R$224.7 billion in 2025, according to projections from the Brazilian Electronic Commerce Association (ABComm), indicating growth of approximately 10% compared to the previous year. This growth confirms the growth trend observed since the intensification of digitalization during the COVID-19 pandemic.
One of the main drivers of this growth is the consolidation of Pix as a payment method. According to the research “Payments in Transformation: From Cash to Code,” conducted by Google, Pix accounted for 47% of total transaction volume in 2024, surpassing credit cards (34%) and other methods (18%). The system’s success is explained by its instant transaction approval, no fees for consumers, and high levels of security.
Furthermore, digital platforms like Instagram and TikTok have established themselves as strategic virtual showcases, capable of directly influencing consumer purchasing behavior. HypeAuditor’s “State of Influencer Marketing in Brazil 2025” report reveals that the country already has 3.8 million active influencers, surpassing the United States and India, representing 15% of the global total.
The growth of digital commerce is also reflected in the increase in order volume. According to ABComm, 435 million online purchases will be made in 2025, a 5% increase over the previous year. Experts point out that, although Pix and social media are driving the sector, results could be even better with efficient payment orchestration. Integrating different methods, optimizing checkout, and managing transactions in a unified manner could increase sales by up to 5%, approximately an additional R$12 billion, by reducing friction and improving the consumer shopping experience.
The advancement of Pix and social media not only facilitates the shopping experience but also promotes greater financial inclusion and engagement among small and medium-sized entrepreneurs. “Competition is increasing, and only those who invest in innovation, user experience, and digital skills will have a real chance of thriving in this new era. Retail has changed forever, and now the question is no longer whether a company should be online, but how it will differentiate itself to remain relevant in this highly competitive landscape,” he states. Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) and Divibank
With the market expanding, companies and digital platforms need to adapt quickly to changes in consumer behavior and new technologies, consolidating Brazil as one of the main e-commerce hubs in Latin America.
