B2C e-commerce revenue in Brazil 2017-2023

In 2023, e-commerce in Brazil generated nearly 186 billion Brazilian reals in revenue, marking a 9.5 percent increase from the previous year's total of approximately 170 billion. The online shopping sector experienced significant growth in 2020, driven by the COVID-19 pandemic, with revenues expanding by 40 percent.

Consumer behavior

In 2023, more than one-third of online shoppers in Brazil were between 35 and 44 years old, signaling a significant participation of middle-aged consumers in e-commerce. Regarding the most popular categories, fragrances and cosmetics led online sales during the first half of 2023, accounting for 15 percent of total purchases, closely followed by home decor, which made up 12 percent.

A battle of giants

Mercado Libre and Amazon are ranked as Brazil's most visited online retailers. While the Argentine-born online marketplace Mercado Libre derives over half of its revenue from Brazil, the U.S. giant Amazon has significantly intensified its presence in the country. Amazon currently operates 10 fulfillment centers and 62 delivery stations, with plans to expand to 100 delivery stations by 2024.