E-commerce in Brazil is expected to reach a revenue of R$ 224.7 billion in 2025, according to a projection by the Brazilian Association of Electronic Commerce (ABComm), indicating a growth of about 10% compared to the previous year. The advance confirms the expansion 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 Money to Code," conducted by Google, Pix accounted for 47% of the total transaction volume in 2024, surpassing credit cards (34%) and other methods (18%). The success of the system is explained by the instant approval of transactions, absence of fees for the consumer, and high levels of security.
Furthermore, digital platforms like Instagram and TikTok have established themselves as strategic virtual showrooms, capable of directly influencing consumers' purchasing behavior. The "State of Influencer Marketing in Brazil 2025" report by HypeAuditor reveals that the country already has 3.8 million active influencers, surpassing the United States and India, accounting for 15% of the global total.
The growth of digital commerce is also reflected in the increase in order volume. According to ABComm, in 2025 there will be 435 million online purchases, a 5% increase over the previous year. Specialists highlight that, although Pix and social networks boost the sector, the results could be even better with efficient payment orchestration. Integrating different methods, optimizing the checkout, and managing transactions in a unified way could increase sales by up to 5%, approximately R$ 12 billion additional, by reducing friction and improving the consumer's shopping experience.
The advancement of Pix and social networks not only facilitates the shopping experience but also promotes greater financial inclusion and engagement of small and medium entrepreneurs. "The competition is becoming increasingly fierce, and only those who invest in innovation, user experience, and digital qualification will have real chances to thrive in this new era. Retail has changed forever, and now the question is no longer whether the 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) of Divibank
With the expanding market, companies and digital platforms need to quickly adapt to changing consumer behaviors and new technologies, establishing Brazil as one of the main hubs of e-commerce in Latin America.
