The promise of financial freedom has led thousands of Brazilians to try their hand at e-commerce. But the reality is harsh. According to a groundbreaking survey by Loja Integrada, one of the largest e-commerce platforms in the country, the majority of online stores close even before making their first sale. In April of this year, out of 7,800 new stores created, only 123 managed to sell a single product.
The survey analyzed the behavior of 505 active store owners on the platform and gathered over 1,150 responses from 45 questions posed to beginner entrepreneurs. The study indicates that the issue is not in the technology but in the lack of preparedness of those embarking on the digital journey without knowledge, strategy, or support. Among the respondents, 61% of store owners said they didn’t know what they would sell when creating the store, and 33% expected immediate returns, even without experience or minimal structure.
According to Lucas Bacic, CEO of Loja Integrada, people come to the platform motivated by a dream, the dream of owning their own business, but they encounter technical and emotional barriers right from the first steps. “Without guidance, many store owners get lost in the initial decisions and give up before activating the store correctly or making the first sale,” he states.
Why do stores not sell?
The main challenges faced by those starting in e-commerce are product promotion, with 40.2% of the responses, store structuring, cited by 32.5% of store owners, pricing with 16%, and technical configuration, mentioned by 7.3%.
Despite the interest in learning, only 1.9% invest in paid courses. Most seek free content on social networks, online videos, and Google searches. The gap between access to information and the practical application of knowledge helps explain the high dropout rate.
The survey analyzed the behavior of 505 active shopkeepers on the platform and collected over 1,150 responses, based on data from January to April 2025. The results were cross-referenced with internal metrics from Loja Integrada, which currently has 2.7 million stores created in Brazil, but only 24,000 are active.
The Brazilian scenario reflects a global reality. Data cited by international publications such as the Huffington Post and Marketing Signals show that 90% of e-commerce businesses worldwide close within 120 days of launch.
According to Bacic, the moment requires a more structured approach. “Our goal is to offer more intelligent support from the beginning of the journey, so that the entrepreneur can focus on what only he can do. Create, sell, and serve”, Bacic states.
Currently, Loja Integrada already has 2.7 million stores created in Brazil, but only 24,000 are active. The data reinforces the size of the challenge of keeping the digital business operating consistently and sustainably over time.
