E-Commerce in Brazil Current Behavior Changes Analysis¶
Ongoing Behavior Changes¶
The Brazilian e-commerce market is experiencing dynamic shifts driven by evolving customer behaviors and preferences. A fundamental change is the increasing penetration of e-commerce among the adult population. With 9 out of 10 adults already shopping online, the market has achieved a significant level of digital adoption. [E-Commerce Data Portrait of Brazil, 2025] This high penetration rate signifies a broad acceptance of online shopping as a standard purchasing channel for individual consumers (B2C). Projections indicate continued growth in the number of online buyers, expected to reach 92 million by the end of 2024. This sustained increase in the sheer volume of online shoppers is a major driver of demand across the value chain.
Another significant behavior change is the shift in payment method preferences. The rapid and widespread adoption of Pix has fundamentally altered the payment landscape. Pix now accounts for 40% of e-commerce transaction volume in 2024, reflecting a strong consumer inclination towards fast, low-cost, and convenient instant payment options available 24/7. [ThePaypers, 2024] While credit cards remain widely used, notably with a high preference for installment payments (79% of consumers), the rise of Pix indicates a diversification and modernization of payment habits, moving away from traditional methods like Boleto Bancário, whose usage is declining. [PCMI, 2024, Novatrade Brasil, n.d.] This behavior change directly impacts the Payment Processing step, driving demand for Pix integration and potentially altering the competitive dynamics among payment service providers.
Consumers continue to demonstrate a concentration of demand in specific geographic areas, with nearly two-thirds of e-commerce orders being shipped to the Southeast region. [Americas Market Intelligence, 2023] While not a new change, this geographic concentration of demand remains a critical behavior that shapes logistics and fulfillment strategies, creating high-density delivery areas alongside more challenging, lower-density regions. This behavior reinforces the existing logistics bottlenecks and influences investment decisions by players in the Logistics & Fulfillment step.
Furthermore, Brazilian e-commerce customers exhibit high expectations for customer service, demanding quick responses and effective issue resolution, particularly concerning delivery and product-related problems. [Foundever, n.d.] This behavior elevates the importance of the Customer Service step and puts pressure on businesses to invest in robust support systems, whether in-house or outsourced. Consumers also leverage their strong consumer protection rights, such as the right of repentance, influencing return processes and customer service interactions in the Reverse Logistics segment. [Lexology, 2022]
For the B2B segment, while not detailed regarding final consumption behaviors in the provided data, the projected significant growth of the B2B e-commerce market suggests an increasing number of businesses are utilizing online platforms for procurement. This indicates a growing organizational behavior to digitize purchasing processes, which will likely impact the Online Platform & Sales and Payment Processing steps as platforms and providers adapt to B2B specific needs like bulk orders, invoicing, and different payment terms.
Overall, the ongoing behavior changes highlight a maturing B2C market with high digital engagement and evolving payment preferences, coupled with a growing B2B online procurement trend. These changes collectively shape the demand profile and necessitate adaptations across the entire e-commerce value chain in Brazil.
| Value Chain Step | Impact of Ongoing Behavior Changes | Impact on Relationships | Impact on Demand |
|---|---|---|---|
| Online Platform & Sales | High penetration leads to larger potential customer base; Pix adoption simplifies checkout for some; price sensitivity drives demand for competitive offers. [E-Commerce Data Portrait of Brazil, 2025, Universidade Marketplaces, 2025] | Increased importance of platform user experience and diverse product offerings to attract and retain the growing online shopper base. [Universidade Marketplaces, 2025] Stronger competition among marketplaces and DTC stores for customer attention. [Universidade Marketplaces, 2025] | Increased overall demand on platforms due to more online shoppers. Demand for platforms supporting diverse payment options, including Pix. [ThePaypers, 2024] Continued demand for competitive pricing and promotions. [Universidade Marketplaces, 2025] Growing B2B demand necessitates tailored platform features. |
| Payment Processing | Rapid Pix adoption as a preferred method; continued high usage of credit card installments. [ThePaypers, 2024, PCMI, 2024] Decline in Boleto usage. [Novatrade Brasil, n.d.] | Increased reliance on payment gateways and fintechs that offer seamless Pix integration. [ThePaypers, 2024] Pressure on traditional payment processors to adapt to lower-cost Pix transactions. Changes in relationships between merchants and payment providers based on fee structures for different methods. | High demand for Pix processing capabilities. [ThePaypers, 2024] Continued demand for flexible credit card payment options, especially installments. [PCMI, 2024] Decreased demand for Boleto processing services. [Novatrade Brasil, n.d.] Growing B2B online demand requires handling larger transaction volumes and B2B specific payment features. |
| Logistics & Fulfillment | Geographic concentration of orders in the Southeast; demand for faster delivery driven by consumer expectations and competition. [Americas Market Intelligence, 2023, Foundever, n.d.] Increased return volume due to consumer protection rights. [Lexology, 2022] | Continued strong relationships with logistics providers serving the Southeast region. [Americas Market Intelligence, 2023] Pressure on logistics providers to improve speed and reliability nationwide. Increased focus on relationships with reverse logistics specialists or capabilities. [Lexology, 2022] | High volume of delivery demand concentrated geographically. [Americas Market Intelligence, 2023] Growing demand for faster shipping options. [Foundever, n.d.] Increased demand for efficient and cost-effective reverse logistics services. [Lexology, 2022] Overall increase in shipment volume due to higher online order numbers. [E-Commerce Data Portrait of Brazil, 2025] |
| Customer Service | High customer expectations for support quality and speed; increased inquiries related to logistics and returns. [Foundever, n.d., Lexology, 2022] Demand for support across multiple channels. | Closer relationships between e-commerce businesses and customer service providers (in-house or outsourced) to meet heightened expectations. [Foundever, n.d.] Increased reliance on technology providers for CRM and helpdesk solutions. | Higher demand for responsive and effective customer support across pre- and post-sales interactions. [Foundever, n.d.] Increased demand for efficient handling of returns and related inquiries. [Lexology, 2022] Demand for omnichannel support capabilities. [Foundever, n.d.] |
References¶
- Americas Market Intelligence. (2023, February 22). The Online Customer Journey in Brazil and Its Impact on Logistics. Retrieved from https://americasmi.com/blog/the-online-customer-journey-in-brazil-and-its-impact-on-logistics/
- Foundever. (n.d.). CX outsourcing in Brazil. Retrieved from https://www.foundever.com/locations/latin-america/brazil/cx-outsourcing-brazil/
- Lexology. (2022, June 13). E-commerce in Brazil: A brief overview of regulation from a consumer protection perspective. Retrieved from https://www.lexology.com/library/detail.aspx?g=2f220145-6985-4555-a477-103b232483af
- Novatrade Brasil. (n.d.). Understanding E-commerce Payment Methods in Brazil. Retrieved from https://novatradebrasil.com/understanding-e-commerce-payment-methods-in-brazil/
- PCMI. (2024, October 15). Payment and Ecommerce Trends in Brazil for 2024. Retrieved from https://www.pcmi.consulting/payment-and-ecommerce-trends-in-brazil-for-2024/
- ThePaypers. (2024, September 30). Brazil: 2024 analysis of payments and ecommerce trends. Retrieved from https://thepaypers.com/ecommerce-guide/brazil-2024-analysis-of-payments-and-ecommerce-trends--1296513/
- Universidade Marketplaces. (2025, February 13). Shopee 2025: Gigante asiática dispara no Brasil. Retrieved from https://universidademarketplaces.com.br/noticias/shopee-2025-gigante-asiatica-dispara-no-brasil/
- Statista. (2025, January 01). Ecommerce market data for Brazil 2024-2027. Retrieved from https://statista.com.br/outlook/dmo/ecommerce/brazil
- The 7 Top Marketplaces in Brazil for Online Selling in 2025 - nocnoc. (2025, January 28). Retrieved from https://www.nocnoc.com/blog/brazil/top-marketplaces-brazil/
- Brazil Ecommerce Market Growth | Industry Analysis, Size & Forecast Report. Retrieved from https://www.mordorintelligence.com/industry-reports/brazil-ecommerce-market
- E-commerce Data Portrait of Brazil. (2025, January 01). Retrieved from https://statista.com.br/outlook/dmo/ecommerce/brazil