Brazil Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in brazil, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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eCommerce
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Brazil continues to experience fast e-commerce demand growth, and the sector is expected to reach US$ 36.3B in revenue in 2025. Brazilian consumers have increasingly embraced the convenience and special promotions offered by e-commerce retailers. In 2025, it’s expected that 94M Brazilians will make online purchases, up 3M when compared to 2024, according to ABCOMM - Associação Brasileira de Comércio Eletrônico. 

Social Media

Social networks continue to be important channels for product discovery in Brazil. The top social media platforms in Brazil for 2025 from Statista:

  1. WhatsApp (169M users)
  2. YouTube (142M users)
  3. Instagram (113M users)
  4. Facebook (109 M users)
  5. TikTok (82M users) 

Competitive Landscape 

The top e-commerce portals in Brazil according to Mercado e Consumo are: 

  1. Mercado Livre (35% market share)
  2. Amazon Brasil (20% market share)
  3. Shopee (15% market share)
  4. Magazine Luiza (10% market share)
  5. Americanas -B2W Group (8% market share)
  6. Mercado Livre’s leadership is sustained with 345.57M monthly visits 

 

Cross-Border E-Commerce 

In 2023, the Brazilian government implemented regulations that have impacted international sales to Brazilian consumers. The new enforcement applies a 60% tax to all imported goods valued under $50, nearly doubling the cost of cross-border e-commerce purchases at this price point. 

Despite these challenges, cross-border e-commerce in Brazil is expected to reach 7% of all online sales in 2025. The main segments with foreign sales penetration are travel (8%) and retail (6%) according to Brazil Customs Regulations and e-commerce Brasil 

Online Payments 

PIX, a digital payment method developed by the Brazilian Central Bank, is the most used payment method in country, more so than cash. It is expected that in 2025, PIX will further expand its functionalities, including PIX Saque (withdrawals), PIX Garantido (installment payments), and PIX Internacional. 

Data from Ebanx and based by insights from PCMI, highlights the rise of PIX, particularly among small and medium sized enterprises (SMEs), which have reported that PIX accounted for 50.5% of all payment by the end of 2024. PIX is attractive to small retailers in Brazil because it offers a payment method that is accessible, fast, and capable of reducing operational costs.  

In the e-commerce segment, PIX is also expected to surpass credit cards as the most widely used online payment method in Brazil in 2025. Though credit cards remain popular and accepted by 98.3% of online retailers, consumers now look to use PIX after its adoption by major retailers such as Magazine Luiza, Mercado Livre, Lojas Renner.  

Digital wallets continue to gain ground, with projections indicating that transactions made through these means may double in 2025. It is also expected that contactless payments will represent more than 50% of card transactions in Brazil in 2025. 

The option of paying in monthly installments is a key feature for Brazilian consumers according to the Brazil Central Bank. 

Cybersecurity remains a significant concern for Brazilian consumers, especially regarding online fraud. It’s recommended that e-commerce platforms and online retailers invest in data security and fraud prevention technologies.

For more information, please contact Denise Barbosa, E-Commerce Specialist, U.S. Commercial Service Brazil.