Brazilians' choice of e-commerce as a sales channel has been growing since the pandemic. From 2019, e-commerce has been consolidating due to changes in consumer habits and technological advances. Customer preference for online shopping, also in your daily life, was illustrated in recently released data.
The forecast is that consumer behavior will continue to change, increasing the participation of e-commerces also throughout 2025. Between 2019 e 2023, an analysis of the performance of the evolution of sales platforms was carried out through the invoices issued. In all, em 2023, Brazilian e-commerce earned R$ 196,1 billion.
Between 2016 e 2019 the sector had much lower gross revenue, of R$ 44,5 billion annually. But, em 2020, The growth of e-commerce has already represented an increase in 78,6% in relation to the year of 2019. In the following two years (2021 e 2022), total revenue from e-commerce sales had already reached the R$ mark 171,4 billion.
Presence of e-commerce in retail
The data confirms that electronics and household appliances are among the best-selling products in e-commerce. Favored by digitalization and fast delivery services, although, purchases have diversified, also increasing the sale of fashion and food items.
Trends in the Annual Trade Survey (PAC/IBGE) also pointed out the relevance of e-commerce in the retail sector. The shopping platform’s share grew gradually, starting with 3,9% em 2019 and rising to 6,6% em 2020. Nonetheless, em 2023 this percentage reached 8,5%.
The data demonstrates a considerable increase in demand, in addition to investments in technologies and improvement of logistics sectors and customer service. After the pandemic, online platforms relied on cutting-edge technologies and greater infrastructure for delivery services.
Participation by states
Throughout this time, there was a large increase in the circulation of goods between Brazilian states. Em 2023, the highest concentration of e-commerce transactions was seen in the Southeast, both in invoices as issuing states and invoices as recipients.
The region is responsible for around 70% of gross revenue from products sold in issuing notes and 50% of recipient notes. São Paulo (SP) representa 48,5% of the total invoices as issuer. In invoices as recipient, SP represents 32,7%. Minas Gerais (MG) is in second place in this leadership.
As an issuer, the state represents 12,3% of Brazilian holdings and, as recipient state, 11,3%. The regions that showed the lowest participation in e-commerce movements are the Center West and Northeast. As recipient, the Midwest recently moved 8,4% e 15,9% as issuer. The Northeast had a share of 3% e 7% respectively.
