Essentials of Brazil’s E-Commerce Market

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Article E-commerce Data Portrait Brazil Blog post

Latest update: January 2024

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Brazil plays a central role in the e-commerce market in Latin America, commanding an impressive 57% 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, available here at no cost, 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.

Cover PCMI Report E-commerce Data Portrait Brazil 2024

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 2023: US$275 billion
  • Compound Annual Growth Rate (CAGR) for 2023-2026: 18%
  • Forecasted e-commerce volume in Brazil for 2026: US$457 billion

Regarding geography, e-commerce Brazil exhibits substantial variations in sales contribution:

  • 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

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 purchase, according to Statista (2023)

  • Throughout the year, PCMI estimates that in Brazil, the annual e-commerce spend per shopper is US$1,269

  • According to Webshopper 48 (2023), most online consumers in Brazil (74%) use shopping apps

  • The typical age range of the regular online buyer in Brazil falls within 36-50 years of age, as indicated by Neotrust (2022). In 2021, this segment contributed 33.8% to e-commerce orders and 34.4% to revenue
Brazil E-Commerce Payment Methods and Devices

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:

  1. Domestic-only credit card — 40%
  2. Pix — 29%
  3. Cash vouchers — 10%
  4. Internationally-enabled credit card — 9%
  5. Digital wallet — 8%
  6. Debit card — 1%
  7. Buy Now Pay Later — 1%

It is also important to track the device:

  • 70% of e-commerce volume in Brazil comes from purchases in mobile devices
  • 30% of e-commerce volume in Brazil comes from desktop
The State of Pix in Brazil

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 2023, Pix reached a 29% share of e-commerce volume, making it the second most-used payment method, just below credit cards.

Here are the main stats for Pix in Brazil, sourced from the Central Bank of Brazil and PCMI analysis:

  • In 2023, there were 36 billion Pix transactions in Brazil
  • The volume of those transactions reached US$3.3 trillion
  • At least 9 out of 10 adults in Brazil use Pix

Data as of December 2023 from the Central Bank reveals:

  • 699 million keys (chaves in Portuguese). These are aliases that people use to register with Pix; for example, a phone number or email address
  • 479 million Pix accounts
  • 164 million Pix users
Top-Selling Categories and Leading Online Stores in Brazil

Top-Selling Categories and Leading Online Stores in Brazil

Based on number of orders made in 2023, these are the best-selling online products in Brazil, data from NIQ Ebit:

  1. Perfumery and cosmetics
  2. Home and decoration
  3. Health
  4. Food and beverages
  5. Appliances

As for the top online stores in Brazil, based on net sales through the digital channel in 2022 according to ECDB data, the ranking is as follows:

  1. Magazine Luiza
  2. Casas Bahia
  3. Americanas Brazil
  4. Amazon Brazil
  5. Shein
Key Insights Ecommerce into Brazilian E-commerce Market

Key Insights into the Brazilian E-commerce Market

Lastly, there are some key insights about e-commerce in Brazil according to our data:

Pix is the most innovative payment solution in all LatAm. In Brazil, it has achieved an impressive 92% penetration among the adult population, according to our analysis.

Domestic online stores in Brazil account for 94% of total e-commerce sales. The domestic e-commerce market is projected to grow by 20% in 2024, while the cross-border market is projected to grow by 18%.

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 2022, 2021 and further back

  • Projections of Brazil’s e-commerce market volume for 2023-2026

  • 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 2022 and projections for 2023 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

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Payments and Commerce Market Intelligence (PCMI) is a strategy consultancy specializing in the global payments industry.

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