The children's market has been consolidating as one of the great bets of the Brazilian e-commerce. Driven by changes in the consumption habits of families, the sector has experienced a significant growth in recent years, especially in segments such as clothes, toys, stationery and personal care. According to data from Nuvemshop, online sales of children's products grew 54% in 2023, with more than 1.4 million orders made through the platform. The trend reflects not only the advancement of consumer digitalization, but also the greater diversification of the offer aimed at children's audiences.
This growth is aligned with the general panorama of e-commerce in the country. According to Webshoppers 48, NielsenIQ|Ebit, Brazilian e-commerce closed 2023 with R$ 185.7 billion in revenue, of which a growing 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 most sold in national e-commerce. The pandemic has accelerated this digitization, but the numbers show that the trend has 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 the different profiles of families and age groups. According to a survey by Bornlogic, companies in the sector that have bet on omnichannel digital strategies have increased up to 40% in conversion rates in children's product campaigns in 2023. The presence of child influencers in social networks has also gained relevance in parental purchase decisions, 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 clothing, 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 seek clean label foods, free of artificial additives and with recognizable ingredients, prioritizing brands that offer natural products and organic options since the early stages of food introduction. According to Euromonitor International, Brazil is already the second largest market of natural and organic products in Latin America, with accelerated growth in the local capital sector, which has also driven by the growth of local entrepreneurship.
With consumers more connected, demanding and attentive to the shopping experience, children's e-commerce positions itself as a new frontier in expansion in national e-commerce, he highlights Rebecca Fischer, co-founder e Chief Strategy Officer (CSO) from Divibank“The challenge now is to maintain scalability without losing personalization, as well as continuing to innovate in logistics, digital security and service. It seems that serving children has also become a way to retain adults & gain space in one of the most promising segments of Brazilian e-commerce”, he says.
