According to data from the Brazilian Electronic Commerce Association, Brazil’s total e-commerce transaction volume reached approximately 100.5 billion reais in the first half of 2025. The industry anticipates further growth during promotional events such as Black Friday, Christmas, and major sporting events. Furthermore, the promotion of the digital currency “Drex” and the installment payment method “Pix Parcelado” may also boost the upgrading and popularization of online consumption.
ABComm Chairman Fernando Mansano stated that e-commerce is in a phase of consolidation and innovation. Companies are strengthening consumer trust and reliance on digital channels by improving the shopping experience, logistics, and technology investments.
In the first half of 2025, Brazil’s e-commerce market reached 100.5 billion reais (approximately US$20 billion) in transaction volume, with over 191 million orders at an average price of 540 reais per order, reaching 41 million online shoppers. Although the Household Consumption Intention Index fell slightly by 0.3% month-over-month to 102.9 points in August, strong growth is expected in the second half of the year, thanks to Black Friday sales (which contributed R$9.3 billion last year) and the launch of the central bank’s digital currency, Drex, and the installment payment feature, Pix.
Retail sales are expected to grow 11.3% year-over-year to R$532 million for the full year, with apparel accounting for the largest share (R$183 million). Regionally, São Paulo State leads with R$139 million, followed by Minas Gerais (R$55.6 billion), Rio de Janeiro (R$38 billion), and Rio Grande do Sul (R$36 billion).
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