Jan
Essentials of Brazil’s E-Commerce Market
Latest update: January 2025
Brazil plays a central role in the e-commerce market in Latin America, commanding an impressive 55% share of e-commerce sales in the region. This article provides a succinct yet comprehensive overview of e-commerce in Brazil. The information is sourced from our Latin America Data Library and is complemented with external sources curated by the PCMI team.
You can also read this piece in the form of an infographic report, available to download below. You can also check out our other country reports of LatAm by accessing our gallery.
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Current State of E-commerce in Brazil
Brazil stands out as a vibrant e-commerce hub, boasting a remarkable 90% penetration among the adult population, according PCMI data. This online presence is closely tied to the impressive fintech and bank penetration in Brazil, which reaches 96% among the adult population, one of the highest in Latin America.
Key e-commerce statistics for Brazil (data from PCMI)
- E-commerce volume in Brazil for 2024: US$346 billion
- Compound Annual Growth Rate (CAGR) for 2024-2027: 19%
- Forecasted e-commerce volume in Brazil for 2027: US$586 billion
Regarding geography, e-commerce Brazil exhibits substantial variations in sales contribution:1
- The Southeast region leads on online sales with a commanding 56% share of volume
- Northeast with 18%
- The South with 16%
- The Center West with 7%
- The North with 4%
Profiling the Brazilian Online Buyer
The following data could help to better understand the spending behavior of the Brazilian online consumer:
- On average, each Brazilian spends US$89 per e-commerce purchase2
- Throughout the year, PCMI estimates that in Brazil, the annual e-commerce spend per shopper is US$1,2693
- 77% of online shoppers have used shopping apps in the past six months4
- 6 out of 10 online shoppers made purchases on international websites in the past six months5
Brazilian E-Commerce Payment Methods and Devices
According to PCMI’s E-commerce Data Library, the primary payment methods for e-commerce in Brazil, by share of volume, are:
- Pix – 40%
- Domestic-only credit card – 34%
- Internationally-enabled credit card – 10%
- Boleto bancário – 8%
- Digital wallet – 7%
- Debit card – 1%
- Buy Now Pay Later – 1%
It is also important to track the device:
- 72% of Brazil’s e-commerce volume in 2024 came from purchases made on mobile devices
- 28% of Brazil’s e-commerce volume in 2024 came from purchases made on desktop computers
State of Pix in Brazil
Pix has become a global model for digital payments worldwide and an exemplary case of success for real-time payment (RTP) systems. In Brazil, Pix has been consistently adopted by merchants as a payment method for e-commerce purchases. In 2024, Pix achieved an impressive 40% share of e-commerce volume, becoming the most widely used payment method, surpassing even credit card usage.
Here are the key Pix statistics in Brazil, based on data from the Central Bank of Brazil as of November 2024 and PCMI analysis:
- In 2024, there were 57 billion Pix transactions in Brazil
- The volume of those transactions reached US$3.8 trillion
- At least 75% of Brazil’s population actively uses Pix
Data as of November 2024 from the Central Bank reveals:
- 817 million keys (chaves in Portuguese). These are aliases that people use to register with Pix; for example, a phone number or email address
- 547 million Pix accounts
- 182 million Pix users
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Top-Selling Categories and Leading Online Stores in Brazil
Based on the increase in the number of orders made during the first half of 2024 compared to the same period last year, these are the best-selling products online in Brazil:6
- Food and beverages (32%)
- Healthcare (28%)
- Perfumery and cosmetics (24.5%)
- Babies (10%)
- Appliances (5%)
Regarding the leading online stores in Brazil, based on web traffic in November 2024,7 the ranking is as follows:
- Mercado Livre (264 million)
- Amazon (239 million)
- Shopee (149 million)
- OLX (84 million)
- Magazine Luiza (84 million)
Key Insights into the Brazilian E-commerce Market
Lastly, there are some key insights about e-commerce in Brazil according to our E-commerce Data Library:
Pix is the most innovative alternative payment method in LatAm, holding a 40% market share in Brazil’s e-commerce. Approximately 75% of Brazil’s population uses Pix
Domestic online stores in Brazil account for 92% of total e-commerce sales. The domestic e-commerce market is projected to grow by 20% in 2025, while the cross-border market is expected to expand by 32%
E-commerce holds substantial importance in Brazil’s economy, contributing 13% to the country’s GDP.
Next Step:
The PCMI E-Commerce Data Library
While the data shared here can be helpful, both payments companies and ecommerce companies may benefit from a deeper dive into Brazil’s e-commerce data, which they can obtain by acquiring the PCMI E-commerce Data Library for Latin America.
The Library covers not only Brazil but also 14 other countries in Latin America, featuring e-commerce market data such as:
- Historical volume of Brazil’s e-commerce market for 2023, 2022 and further back
- Projections of Brazil’s e-commerce market volume for 2024-2027
- Breakdowns by merchant vertical for e-commerce in Brazil: retail, travel, ride-hailing, digital goods and services like streaming
- Data on both cross-border and domestic e-commerce purchases in Brazil for 2024 and projections for 2025 and beyond
- Breakdowns and projections of payment methods used in Brazil e-commerce (international/domestic credit cards, Buy Now Pay Later, digital wallets, Pix and others
And much more.
Other key advantages make the PCMI E-commerce Data Library for Latin America a uniquely powerful tool for companies that seek a fuller understanding of e-commerce in the region:
- It’s customizable to client needs: you can obtain additional data you need for your company’s specific business concerns, beyond what the Library offers
- It’s budget-friendly: while detailed reports are available for 15 Latin American countries, you can just buy data on just 1 or save money by purchasing a country bundle
- It includes personalized guidance: every purchase of the Library entitles you to a free 1-hour consultation about the data with one of PCMI’s industry experts
- It offers unlimited sharing: there is no single-user license with the PCMI E-commerce Data Library for Latin America, so you can share it freely with your organization
Keep up to date with our e-commerce, payments and crypto insights:
Sources:
- NIQ Ebit – Webshoppers 50 ↩︎
- Statista. (2023). Conversion to dollar from R$460 ↩︎
- PCMI. (2024). E-commerce Data Library ↩︎
- NIQ Ebit – Webshoppers 50 ↩︎
- NIQ Ebit – Webshoppers 50 | Data from the first half of 2024 ↩︎
- NIQ Ebit – Webshoppers 50 ↩︎
- Semrush. (2024) ↩︎
