Eletronic devices & home appliances in Brazil Market Players Analysis¶
Products and Services¶
This section provides a detailed analysis of the top 10 players in the Brazilian electronic devices and home appliances market, outlining their main products and services and available insights into their volume and revenue performance in 2024 and 2025.
Magazine Luiza S.A. Magazine Luiza is a prominent Brazilian retail chain with a substantial network of physical stores and a strong e-commerce presence. They offer a wide array of products, including technology, appliances, electronics, telephony, and furniture. Beyond retail, they provide financial services such as credit and extended warranties, and have invested heavily in digital transformation and logistics. Their strategy includes expanding their digital platform and integrating online and physical operations. Magazine Luiza's app was the most downloaded in Brazil during Black Friday 2024. The company operates a large network of stores and distribution centers.
Grupo Casas Bahia S.A. Operating primarily under the Casas Bahia brand, this Brazilian retailer specializes in furniture, home appliances, electronics, and household items. Formerly known as Via S.A., Grupo Casas Bahia maintains a large network of physical stores alongside its online presence. They offer consumer electronics, home appliances, mobile phones, and furniture, complemented by financial services, extended warranties, and logistics solutions. Known for focusing on affordability and installment plans, they are also investing in omnichannel operations and their marketplace. The company operates over 1000 stores and attracts millions of monthly visitors to its marketplace.
Mercado Livre As the leading e-commerce platform in Latin America, Mercado Livre is a major online marketplace for electronic devices and home appliances in Brazil. It connects numerous sellers and buyers across a wide range of categories through its marketplace model. The company supports its operations with services like Mercado Pago for payments and Mercado Envios for logistics, forming a comprehensive ecosystem. Mercado Livre is the most visited e-commerce platform in Brazil.
Samsung Group (Samsung Electronics) A global leader in electronics and home appliances, Samsung Electronics has a significant market share and presence in Brazil. They manufacture and sell a diverse portfolio including smartphones, televisions, refrigerators, washing machines, air conditioners, and other consumer electronics and home appliances. Samsung is recognized as a major player in the Brazilian home appliances and smart home appliances markets with a strong brand presence across various product segments. They are involved in both manufacturing and retail channels in Brazil.
LG Electronics LG Electronics is a major global manufacturer of electronics and home appliances with a strong presence in the Brazilian market. Their product range encompasses televisions, refrigerators, washing machines, air conditioners, and smartphones. LG is identified as a key player in both the Brazil Home Appliances Market and the Brazil Smart Home Appliances Market, competing with other major global brands across multiple product categories.
Whirlpool Corporation Whirlpool Corporation is a leading global manufacturer of home appliances, including major appliances, with a significant presence in Brazil. Their key product categories include laundry appliances, refrigeration, cooking appliances, and dishwashers. Whirlpool is listed among the major companies in the Brazil Home Appliances Market and the Brazil Major Appliances market, with manufacturing and distribution channels within the country.
Electrolux AB A global home appliance manufacturer, Electrolux AB offers a wide range of products and has a notable presence in the Brazilian market. Their product portfolio includes refrigerators, freezers, cookers, washing machines, dishwashers, and vacuum cleaners. Electrolux is listed as a major company operating in the Brazil Home Appliances Market, competing across various segments.
Amazon Amazon, a global e-commerce and technology giant, has a growing presence in Brazil and serves as a major online retailer for electronics and home appliances. Their e-commerce platform in Brazil offers a vast selection of these products from various brands and sellers. Amazon is expanding its logistics and service offerings and is listed among the top online stores in the Brazilian Electrical Appliances market by revenue and web traffic.
Americanas S.A. Americanas S.A. is a large Brazilian retail company with a significant online presence and physical stores, offering a broad assortment of products including electronics and home appliances. Operating under brands like Americanas.com, Submarino, and Shoptime, Americanas is recognized as a leading online retailer and multi-brand store for home appliances and electronics in Brazil, attracting high monthly visits.
Shopee Shopee is a rapidly growing e-commerce platform in Brazil and part of the global Sea Limited. It operates as a marketplace, connecting sellers with consumers and offering a diverse product catalog that includes electronics and home appliances. Shopee has quickly become a major competitor in the Brazilian e-commerce landscape and Brazil is a key market for the company in Latin America.
Comparative Table: Volume and Revenue Insights (2024/2025)¶
| Player name | Main Products/Services | Volume Insights (2024/2025) | Revenue Insights (2024/2025) |
|---|---|---|---|
| Magazine Luiza S.A. | Electronics, Home Appliances, Furniture, varied retail goods, Financial Services | High online sales exceeding R$ 46 billion in 2024 (71% of total). Most downloaded app in Brazil (Black Friday 2024). | TTM Revenue R$ 37.80 billion (Sep 2024). Retail net sales R$ 35.82 billion (2024). E-commerce net sales (Electrical Appliances) US$ 438.1 million (2024). |
| Grupo Casas Bahia S.A. | Furniture, Home Appliances, Electronics, Household Items, Financial Services | Over 1000 stores. Over 13 million monthly visitors to marketplace. | TTM revenue $5.05 billion (Dec 2024). Consolidated gross revenue grew by 8.1% in Q4 2024. E-commerce net sales (Electrical Appliances) US$ 361.3 million (2024). |
| Mercado Livre | E-commerce platform/marketplace for Electronics, Home Appliances, varied products | Over 250 million monthly visits. Largest e-commerce platform by web traffic (Nov 2024). | $5.3 billion in revenue in Q3 2024 (company-wide platform revenue). |
| Samsung Group | Electronics, Home Appliances (smartphones, TVs, refrigerators, etc.) | Major contributor to overall industry volume (117.7 million electroelectronic appliances sold to retail in 2024). | Global revenue $232.9 billion (2023). Brazilian electronics industry saw 29% growth in 2024. Overall industry revenue expected to grow 11% in 2024. |
| LG Electronics | Electronics, Home Appliances (TVs, refrigerators, washing machines, etc.) | Contributes to overall market volume (117.7 million electroelectronic appliances in 2024). | Global revenue $66.4 billion (2023). Brazilian electronics industry saw 29% growth in 2024. Overall industry revenue expected to grow 11% in 2024. |
| Whirlpool Corporation | Major Home Appliances (laundry, refrigeration, cooking, dishwashers) | Major contributor to large appliance segment (approx. 72% of Brazil home appliances market share in 2024). | Global revenue $19.4 billion (2023). Brazil Home Appliances Market is expected to grow. |
| Electrolux AB | Home Appliances (refrigerators, cookers, washing machines, etc.) | Contributes to overall home appliance market volume in Brazil. | Specific Brazil home appliances revenue not detailed. Brazil Home Appliances Market is expected to grow. |
| Amazon | Online Retail Platform for Electronics, Home Appliances, varied products | Third largest online store (Electrical Appliances) by revenue (2024). Third largest e-commerce by web traffic (Nov 2024). | E-commerce net sales (Brazilian Electrical Appliances) US$ 242.8 million (2024). |
| Americanas S.A. | Electronics, Home Appliances, varied retail goods (online and physical) | 130 million monthly visits. Top multi-brand store dominating Brazil home appliances market. | Revenue $3.0 billion (2022). Recent financial challenges noted; 2024/2025 specific category revenue/growth not detailed. |
| Shopee | E-commerce platform/marketplace for Electronics, Home Appliances, varied products | Second largest e-commerce platform by web traffic (Nov 2024). | Global e-commerce revenue $3.2 billion in Q3 2024 (part of Sea Ltd). Achieved adjusted core profit in Brazil. |
References¶
- Top Electrical Appliances stores in Brazil - ECDB.
- Grupo Casas Bahia 2025 Company Profile: Stock Performance & Earnings - PitchBook.
- VIAYY (Grupo Casas Bahia) Pretax Margin % - GuruFocus.
- The 7 Top Marketplaces in Brazil for Online Selling in 2025 - nocnoc.
- Grupo Casas Bahia presents Q4'24 and 2024 results with revenue growth - Mziq.
- Earnings Release - Magazine Luiza.
- Brazil Appliances Market Size & Outlook, 2024-2030.
- Brazil Home Appliances Market Analysis | Industry Trends, Size & Forecast Report.
- Brazil Smart Home Appliances Market Size, Share and Growth 2035.
- Consumer Electronics and Home Appliances Market Size, Share & Forecast Report, 2032.
- Shopee turns a profit, driving Sea's revenue beyond estimates - Inside Retail Asia.
- E-commerce market data for Brazil 2024-2027.
- GPA - MarcoPolis.
- Americanas SA - GlobalData.
- Receita da indústria eletroeletrônica deve crescer 11% em 2024, diz Abinee - InfoMoney.
- Brazilian electronics industry sees 29% growth in 2024 | Agência Brasil - EBC.
- Home appliance makers localize for Brazilian market.
- The value of CWI Software Engineering to Grupo Casas Bahia.