Brazilian e-commerce is projected to generate R$ 26.82 billion during Christmas 2025, according to the Brazilian Association of Artificial Intelligence and E-commerce (ABIACOM). This figure represents a 14.95% increase compared to 2024, when the sector recorded R$ 23.33 billion in sales, reinforcing Christmas as the most important period in the digital retail calendar in the country. The data includes total e-commerce sales from Black Friday week until December 25th.
According to the survey, the increase in sales should reach R$ 9.76 billion, above the R$ 8.56 billion recorded last year.
The number of orders will also increase: around 38.28 million this year, compared to 36.48 million in 2024. The average order value is estimated at R$ 700.70, a significant increase compared to R$ 639.60 last Christmas.
“Christmas is the peak season for Brazilian e-commerce. The increase in revenue and average order value shows that consumers are more confident and willing to invest in gifts and experiences. It's a time that combines emotion and convenience, with a strong impact on the performance of online stores,” says Fernando Mansano, president of ABIACOM.
The association highlights that the positive result is driven by a combination of economic recovery, increased consumer credit, and the adoption of new sales and service technologies. Furthermore, factors such as the strengthening of omnichannel strategies and more agile logistics should ensure fast deliveries even during peak periods.
“Brands that can offer an integrated journey, from online to physical, will come out ahead. Consumers value convenience, trust, and fast delivery, especially when it comes to gifts,” adds Mansano.
Among the most sought-after segments, expectations are highest for fashion and accessories, toys, electronics, beauty, and home decor. ABIACOM recommends that retailers invest in personalized campaigns, interactive experiences, and efficient after-sales service to build customer loyalty during the busiest period of the year.
“More than just selling, Christmas is an opportunity to strengthen ties with the consumer. Companies that invest in humanized strategies and intelligent technology will have a lasting competitive advantage,” concludes Mansano.
