Of the 18 e-commerce sectors analysed in the Brazilian E-commerce Sectors Report, approximately 16 segments saw growth in November – a surge driven by Black Friday. According to the latest figures, online traffic on platforms increased by 10% compared to October. Recording 3 billion unique visits — The largest number of 2024.
Beyond the commercial offering dates, November was a month marked by the establishment of a player that, until then, was relatively unknown in Brazil. If, when we spoke of Asian e-commerce platforms, the main names that came to mind were Shopee, Shein, and AliExpress, now Temu's name is on the list.
With Temu's surprising growth, today, 5 of Brazil's top 10 e-commerce companies are Asian-owned. The Chinese company, headquartered in Boston, USA, arrived in Brazil this May. Despite its short time in the country, it has already surpassed major competitors such as Olx, Shein, Aliexpress, and Magazine Luiza to achieve 5th place in the ranking of Brazil's largest e-commerce businesses..
Leading in import rankings since August Growth from 1 million visits in May this year to over 107 million in November 2024.
The sectors that grew the most on Black Friday
Compared to October, the Jewellery and Watches sector saw the strongest growth in November, increasing by 39% – capitalising on Black Friday and the approaching Christmas period. According to the Conversion Black Friday 2024 Study, In fact, 83.6% of consumers said they intended to use the promotional season to buy their Christmas presents.
Growth in the sector was driven by Vivara, which saw over 3.4 million more visits and accounted for approximately 73% of the sector's total visitor growth. The other two categories that saw the biggest increases in the month were Sports, with 29.4%, and Cosmetics, with 28.4%.
The imported goods sector also saw its best performance of the year, reaching over 316 million monthly accesses – a 6.3% increase.The standout performance this month for the category was the increase in Aliexpress visitors, in 22%, reaching approximately 91 million.
In the Marketplace sector, Amazon Brazil stood out the most, exceeding July's figures – the month of Prime Day, when the company had previously achieved its best results of the year. However, the site that saw the greatest increase in traffic month-on-month was the Casas Bahia platform, with 36.91 TP3T accesses MoM, achieving its best result of the year.
In turn, within the Electronics and Appliances segment, Brazilian retailer Kabum has advanced to 61% and overtaken Apple to reach second place in the sector. — which achieved 16.51 TP3T, with 234 million accesses. Samsung remains the category leader, with 44.81 TP3T. Share of traffic No niche.
