Sales revenue in Brazil 2024, by type of retailer

Exclusively online stores increased their revenue share in Brazil. The share of pure players revenue grew approximately 13 percentage points in the first half of 2024 compared with the same period in the previous year. More than 60 percent of revenue from e-commerce companies in Brazil during the first half of 2024 was generated by pure players. Brick-and-click stores accounted for over a quarter of sales revenue. 

Brazil leads the way

In 2024, Brazil stood as the largest e-commerce market among Latin American countries, holding almost 30 percent of the e-commerce market in the region. The Brazilian market led the Mexican market by around two percentage points and was more than double the size of the Argentinian market. The e-commerce sales revenue of the country surpassed 250 billion Brazilian reals in 2023, only behind self-service retail when compared with other retail channels.

What is next for e-commerce in Brazil?

According to a forecast, this is not the end of the e-commerce growth for the South American giant. The penetration rate of e-commerce in Brazil is about to reach 70 percent and is expected to keep growing in the following years. By the year 2027, over 147 million Brazilians are expected to be e-commerce users, with an average revenue per user of around 400 U.S. dollars.