![Brazil E-Commerce Market Data [2023]](https://americasmi.com/wp-content/uploads/bfi_thumb/dummy-transparent-oh5potpxhck6dtycr4qjxa0gxulg097algahuhzzxa.png "Brazil E-Commerce Market Data [2023]")
Brazil is one of the most advanced e-commerce markets in Latin America, with consumers spending an average of US$1000 on e-commerce purchases annually, according to Payments and Commerce Market Intelligence (PCMI), now that e-commerce has penetrated 88% of the adult population. Also, according to PCMI, e-commerce in Brasil has an 11% share of the GPD.
That said, Brazilian retailers are the most sophisticated and capable when it comes to entering marginal areas of e-commerce and physical products, even leveraging new channels, e.g. social media and apps.
Below we share e-commerce data for 2023 in Brazil that comes from Payments and Commerce Market Intelligence (PCMI), an AMI affiliate that specializes in payments/ecommerce market research. As a complement to this article, please read Infographic: How Brazilians Buy Online.
Market Overview
According to the NielsenIQ Ebit report Webshoppers (47th edition), e-commerce sales increased by 1.6% in Brazil in 2022 and reached R$262 billion (US$53 billion). Around 21 million new consumers started buying online in Brazil, creating a total of 108.9 million online shoppers in Brazil in 2022.
PCMI uses a different methodology than NielsenIQ Ebit to calculate market size, working in all merchant verticals, PC, mobile and in-app purchases, crossborder e-commerce transactions using a locally issued card and all card-not-present transactions, such as recurring payments.
PCMI analysis indicates that in 2022, the e-commerce market in Brazil produced US$216.4 billion in sales. Brazil’s 2022 e-commerce growth was 41% compared to 2021 sales.
Brazil E-commerce Projections
According to PCMI analysis, the e-commerce market in Brazil will grow with a CAGR of 17% between 2023 and 2026 to reach US$435.4 billion.
By the end of 2023, e-commerce in Brazil will reach US$274.5 billion in sales, according to PCMI, which represents 27% growth over 2022.
Best-Selling E-Commerce Products in Brazil
According to NielsenIQ Ebit, the top 10 e-commerce products in Brazil, in terms of sales, are:
- Cosmetics and perfumes
- Home décor
- Food and beverages
- Health products
- Appliances
- Clothes and accessories
- Sports and leisure products
- Baby products
- Phone products
- Software
On the other hand, Statista indicates that in 2022, the top-selling ecommerce product categories in Brazil were:
- Fashion and accessories (16.8%)
- Beauty and perfumery (10%)
- Food and beverages (9.1%)
- Health (8.4%)
- Home utilities (5.6%)
Statista’s data is based on the share of e-commerce orders in Brazil that was posted for each product category, indicated by their respective percentages above.
Top Payment Methods Used in E-Commerce in Brazil
According to PCMI, in 2023 the most common payment methods used in Brazilian e-commerce are:
- Domestic-only credit card: 40%
- Pix: 29%
- Cash vouchers: 10%
- Internationally-enabled credit card: 9%
- Digital wallet: 8%
- Debit card: 1%
- Bank transfers: 1%
- Buy Now Pay Later: 1%
According to Global Payments Report 2023 from FIS, in 2022 the most common payment methods used for e-commerce shopping in Brazil were:
- Credit card (39%)
- Account-to-account or A2A (24%)
- Digital wallet (18%)
- Debit card (13%)
- PostPay (3%)
- Prepaid card (1%)
- Cash on delivery (1%)
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Devices Used for E-Commerce Purchases in Brazil
PCMI indicates that in 2022, 7 of 10 Brazilians (61%) used a mobile device to make their e-commerce purchases and that 31% of Brazilians used desktop computers to make e-commerce purchases.
PCMI analysis indicates the following breakdown of devices for e-commerce purchases in Brazil:
- 70% of e-commerce purchases in Brazil in 2023 will be made with mobile devices
- 3% of e-commerce purchases in Brazil in 2023 will be made
Customer Insights into Brazilian E-Commerce Shoppers
According to NielsenIQ Ebit in Webshoppers #47, some key factors to consider with Brazilian e-commerce shoppers include:
- The food and beverages category moved up significantly in terms of overall orders: in 2022 it ranked #3 in orders versus a #6 ranking in 2021
- In the past 6 months, 38% of Brazilians used apps to buy pharmacy products while 29% used them to shop at supermarkets
- Free shipping (61%), discounts (57%) and Not needing to leave home (48%) are the 3 main drivers for using supermarket delivery apps
- Free shipping (82%), discount coupons (67%), and price discounts (62%) are the most preferred promotions among delivery app’s Brazilian users.
- Brazil’s northern region grew the most in orders in 2022 (18%) but overall the Southeast still represented the majority (55%) of e-commerce orders in Brazil
- 72% of Brazilians surveyed reported that they engaged in cross-border e-commerce in 2022, vs. 68% in 2021
Going Further
To learn more about Brazilian e-shopping, recent PCMI research may be helpful. PCMI’s E-commerce Data Library contains extensive data on Brazil. Click here to find out how to order a copy.
For more specific data, PCMI specializes in research and market intelligence for the Brazil and LatAm e-commerce markets in a number of key areas:
- Identifying the major payment methods used in Brazil’s e-commerce markets to help merchants with strategic planning, market-entry, and market expansion
- Helping merchants understand the cross-border e-commerce potential in Brazil and the practices that can increase cross-border sales
- Using artificial intelligence and machine learning to help e-commerce merchants focused on Brazil to analyze their customer data for a deeper understanding of e-commerce shopper behavior and tendencies so as to refine their marketing tactics, messaging, and consumer outreach
