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In 2023, Magazine Luiza – also known as Magalu – was the retailer with the largest first-party online sales value in Brazil, with roughly **** billion Brazilian reals. Amazon ranked second, with almost ** billion reals, followed by Casas Bahia, with **** billion.

Growth and consumer behavior 

The rise of e-commerce in Brazil is further evidenced by changing consumer habits. A survey in the third quarter of 2024 revealed that over ** percent of Brazilians use social media to find products for purchase. This trend is complemented by the increasing revenue share of pure online players, which grew by approximately ** percentage points in the first half of 2024 compared to the previous year. These shifts indicate a robust digital marketplace that continues to evolve and expand.

Favorite online stores

While established players dominate first-party sales, foreign newcomers are quickly penetrating the market. A recent survey revealed that Shopee.com.br is the most popular online shop among Brazilian consumers. Additionally, international players like Amazon and AliExpress are making significant inroads, with Amazon accounting for approximately **** percent of monthly e-commerce website visits in Brazil. The e-commerce giant has been expanding its presence since 2011, operating *** fulfillment centers and offering Prime membership benefits to Brazilian customers, indicating a growing appetite for diverse online shopping options.