Brazilian e-commerce is expected to reach R$224.7 billion in revenue in 2025, representing a 10% growth compared to 2024, according to ABComm (E-commerce Brasil). More than 70% of this volume will come from marketplaces, confirming that these platforms are now the heart of online commerce in the country.
In this article, you will learn:
- The current state of Brazilian e-commerce
- The leading players in 2025
- The factors driving marketplace growth
- The role of new international entrants
- Opportunities and challenges for brands and retailers
Overview of E-commerce in Brazil in 2025
The sector began the year at a strong pace. In January 2025, e-commerce generated R$155 million, distributed across the main segments:
- Clothing and Accessories: R$68.5 million
- Home and Garden: R$49.3 million
- Children’s Products: R$16.6 million
- Health and Wellness: R$10.7 million
These numbers reveal not only growth but also a diversification of online shopping habits.
Leading Marketplaces in Brazil in 2025
In July 2025, Temu became the largest e-commerce platform in Brazil, with a 70% increase in traffic, surpassing even Mercado Livre and Shopee. Despite their own 10% growth during the same period, this marked the first time Mercado Livre was overtaken in the ranking of Brazilian e-commerce sites with the highest number of visits. Shopee remains strong, but now faces a powerful new competitor.
Amazon continues to invest in logistics and customer loyalty through Prime, while Magalu focuses on strengthening its digital ecosystem to compete with global leaders. Meanwhile, Mercado Livre announced a record R$34 billion investment in 2025, aimed at logistics, technology, and the creation of 14,000 new jobs in Brazil alone (Reuters).
What Is Driving Marketplace Growth?
This growth results from a combination of structural factors. The pandemic permanently accelerated retail digitalization, establishing online shopping habits that continue to grow even in the post-pandemic landscape.
At the same time, diversified product offerings have intensified, with dozens of platforms competing for consumer attention—expanding options and fueling constant innovation to stand out in the market.
This expansion was made possible by the democratization of access that marketplaces provide, enabling small and medium-sized sellers to enter e-commerce without significant upfront investments in infrastructure.
In addition, platforms are heavily investing in technology, channeling substantial resources into artificial intelligence, logistics optimization, and continuous improvement of the user experience.
New International Players
As marketplaces expand, the Brazilian market has also attracted major global players:
- Shein: Reached 9.3 million visits, climbing from 7th to 5th place in traffic, surpassing Samsung and OLX (Conversion).
- AliExpress: Surpassed Magazine Luiza in traffic, reinforcing the dominance of Chinese platforms.
- Temu: Saw explosive growth in July 2025, up 70% compared to June, adding 168 million visits and overtaking Mercado Livre in traffic rankings (Conversion).
Opportunities and Challenges for Brands and Retailers
While the rise of marketplaces increases consumer reach and opens doors for sellers of all sizes, it also introduces new challenges. Competition is fiercer than ever, prices have become highly sensitive, and margins are at risk due to price wars. In this environment, tracking competitors, adjusting inventory, and monitoring market movements are no longer optional—they are strategic necessities.
In summary, 2025 marks the definitive consolidation of marketplaces as the main stage of Brazilian e-commerce. They offer exponential growth opportunities but demand preparation and competitive intelligence for brands and retailers to stand out. The future of e-commerce in Brazil belongs to those who know how to turn data into strategy and compete not just with presence, but with intelligence.