Skip to content

Eletronic devices & home appliances in Brazil Ongoing Changes Signals Analysis

Signals of Ongoing Changes

The Brazilian electronic devices and home appliances value chain is currently experiencing a dynamic phase, with several future trends already manifesting as perceptible signals in the market. These signals indicate shifts in manufacturing strategies, consumer behavior, retail operations, and regulatory focus, which in turn are shaping investment patterns and business models.

  1. Accelerated E-commerce Growth and Omnichannel Adoption:

    • Description: The robust growth in e-commerce sales for electronics and appliances (expected R$ 205 billion in 2024) is a primary signal. Major retailers like Magazine Luiza are heavily investing in their "super-app" ecosystems, integrating online and offline experiences. Marketplace giants such as Mercado Livre (recording >600 million monthly visits in 2024) and Shopee are expanding their logistical capabilities and market penetration, with significant investments in fulfillment centers and last-mile delivery. This shift is forcing all players to enhance their digital presence and streamline omnichannel operations.
    • Sources: Value Chain Report (Retail & Sales, Players Analysis), Key Trends Analysis (Trend 1), Follow the Money Report (Opportunity 2 & 3).

  2. Increased Local Manufacturing Investments:

    • Description: Several multinational corporations are making substantial investments in new and expanded manufacturing facilities in Brazil. Examples include Midea's new R$600 million factory for refrigerators and washing machines, LG Electronics' R$1.55 billion investment in a white goods plant, and Electrolux's R$700 million factory expansion. Tamura Corporation's new plant for magnetic components also signals a move towards localizing component supply. This indicates a strategic push to reduce import reliance for finished goods and certain components, and to cater more directly to the domestic market.
    • Sources: Value Chain Report (Component Tier, Manufacturing & Assembly), Follow the Money Report (Opportunity 1 & 6), Key Trends Analysis (Trend 3).

  3. Growing Consumer Prioritization of Repair over Replacement:

    • Description: Driven by economic pressures (inflation squeezing disposable income) and a nascent sustainability consciousness, there's an observable trend of consumers opting to repair existing appliances rather than purchasing new ones. The Value Chain Report notes a 15% surge in out-of-warranty repairs in 2024. This signals a growing importance of the after-sales service market and increased demand for spare parts and skilled technicians.
    • Sources: Value Chain Report (After-Sales Services), Key Trends Analysis (Trend 4).

  4. Expansion and Formalization of Reverse Logistics Systems:

    • Description: In response to the National Solid Waste Policy and its targets (17% collection by 2025), collective management entities like ABREE (4,000+ collection points, aiming for 120kt by 2025) and Green Eletron (partnering with 300 cooperatives) are expanding their operations. Logistics providers like DHL Supply Chain are actively partnering to enhance the efficiency of these reverse logistics networks. This signals a more structured approach to e-waste management, though current collection rates (~2%) highlight the significant scaling challenge ahead.
    • Sources: Value Chain Report (Reverse Logistics & Recycling, Players Analysis), Key Trends Analysis (Trend 2), Follow the Money Report (Opportunity 5).

  5. Intensified Focus on Supply Chain Resilience and Efficiency:

    • Description: The heavy reliance on imported components (>80% for semiconductors and displays) and logistical complexities (e.g., Amazonian droughts disrupting Manaus flows) are driving efforts to improve supply chain resilience. Investments in local component manufacturing (e.g., Tamura) and significant investments in logistics infrastructure by major e-commerce players (e.g., Mercado Livre's R$34 billion plan for 2025) are direct signals of this trend.
    • Sources: Value Chain Report (Component Manufacturing & Supply, Distribution & Wholesale, Bottlenecks and Challenges), Key Trends Analysis (Trend 3), Follow the Money Report (Opportunity 2 & 6).

  6. Emergence of Cross-Sector Business Models and Market Entry:

    • Description: Companies are venturing into adjacent market segments. Telefônica|Vivo's acquisition of Samauma (i2GO) to enter the electronic accessories market is a clear signal of telecommunications companies leveraging their retail presence and customer base to capture new revenue streams. This points to a blurring of traditional sector boundaries and new competitive dynamics.
    • Sources: Key Trends Analysis (Trend 6), Follow the Money Report (Opportunity 4).

  7. Digital Transformation Beyond E-commerce:

    • Description: While e-commerce is a major driver, digital transformation is impacting broader operations. Retailers are investing in super-apps (Magazine Luiza), and there's an increasing adoption of AI for logistics, customer personalization, and operational efficiency, as highlighted in the Emerging Technologies analysis. The use of digital platforms for scheduling after-sales services is also becoming more common.
    • Sources: Value Chain Report (Retail & Sales, After-Sales Services), Key Trends Analysis (Trend 1 & 5).

Correlation between Signals and Future Opportunities

Signal of Ongoing Change Description Correlated Future Opportunity (from "Eletronic devices & home appliances in Brazil Current Opportunities Analysis") Value Chain Stage(s) Primarily Affected
1. Accelerated E-commerce Growth & Omnichannel Adoption Rapid online sales growth, marketplace expansion, retailers investing in integrated digital and physical experiences. E-commerce Growth; Innovation in Products and Services (digital services); Catering to Regional Demand (through targeted online strategies). Retail & Sales, Distribution & Wholesale, After-Sales Services
2. Increased Local Manufacturing Investments New factories and expansions by major appliance manufacturers (Midea, LG, Electrolux) and component makers (Tamura). Strengthening Local Component Manufacturing; Improving Logistics Infrastructure (co-location benefits); Sustainability as a Differentiator (new, efficient plants). Component Manufacturing & Supply, Product Manufacturing & Assembly
3. Growing Consumer Prioritization of Repair Surge in out-of-warranty repairs due to economic factors and increasing awareness. Formalizing and Enhancing After-Sales Services; Expanding Reverse Logistics and Circular Economy Initiatives (product lifespan extension). After-Sales Services, Reverse Logistics & Recycling
4. Expansion & Formalization of Reverse Logistics Growth of collective schemes (ABREE, Green Eletron), partnerships with logistics providers, increasing number of collection points. Expanding Reverse Logistics and Circular Economy Initiatives; Sustainability as a Differentiator. Reverse Logistics & Recycling, Retail & Sales (take-back points)
5. Intensified Focus on Supply Chain Resilience Investments in local component production and advanced logistics infrastructure by e-commerce players to mitigate import reliance and logistical bottlenecks. Strengthening Local Component Manufacturing; Improving Logistics Infrastructure. Component Manufacturing & Supply, Distribution & Wholesale, Product Mfg.
6. Emergence of Cross-Sector Business Models Telcos entering electronics accessories market (Vivo & i2GO); rise of niche online retailers. Innovation in Products and Services; Catering to Regional Demand; E-commerce Growth. Retail & Sales, Distribution & Wholesale
7. Digital Transformation Beyond E-commerce Adoption of AI in logistics/retail, super-apps, digital platforms for services. E-commerce Growth; Innovation in Products and Services; Formalizing and Enhancing After-Sales Services; Improving Logistics Infrastructure (through tech). All Stages

References

  • ABINEE. “Comportamento da Indústria Elétrica e Eletrônica em 2023–2024.” https://abinee.org.br/medTec/MedTec_20240226.pdf
  • Agência Gov. “Vendas de Eletroeletrônicos Crescem 29 % em 2024, Melhor Desempenho na Década.” https://agenciagov.ebc.com.br/noticias/202503/vendas-de-eletroeletronicos-crescem-29-em-2024-melhor-desempenho-na-decada
  • Americas Market Intelligence. “Os Produtos Mais Vendidos no Brasil em 2024-2025.” https://americasmi.com/pt/blog/os-produtos-mais-vendidos-no-brasil/
  • Brazil's Vivo accessorises with Samauma purchase | M&A - TelcoTitans.com. (2025, March 19). https://telcotitans.com/telcos-and-deals/brazils-vivo-accessorises-with-samauma-purchase/
  • Carriers. “Crescimento do E-commerce Brasileiro: Segmento Atinge R$ 44,2 Bilhões em 2024.” https://carriers.com.br/crescimento-do-e-commerce-brasileiro-segmento-atinge-r442-bilhoes-em-2024/
  • Com novo desenho, DHL Supply Chain torna a logística reversa de eletroeletrônicos da Green Eletron mais eficiente | ESG Inside. (2024, December 18). https://esginside.com.br/com-novo-desenho-dhl-supply-chain-torna-a-logistica-reversa-de-eletroeletronicos-da-green-eletron-mais-eficiente/
  • Comércio eletrônico no Brasil: dados sobre o e-commerce (2024). https://pagarme.com/blog/e-commerce-no-brasil/
  • DHL Supply Chain. “Aprimora Logística Reversa de Eletroeletrônicos da Green Eletron.” https://www.dhl.com/br-pt/home/imprensa/noticias/2025/dhl-supply-chain-aprimora-logistica-reversa-de-eletroeletronicos-da-green-eletron.html
  • E-commerce no Brasil cresce 4% e alcança R$ 196 bi em 2023 — Ministério do Desenvolvimento, Indústria, Comércio e Serviços. (2024, September 4). https://www.gov.br/mdic/pt-br/noticias/2024/setembro/e-commerce-no-brasil-cresce-4-e-alcanca-r-196-bi-em-2023
  • Electrolux Group invests around R$700 million in new factory in Brazil, and the unit will be 100% sustainable. (2023, May 2). https://www.prnewswire.com/br/pt/com/multimedia/videos/electrolux-group-investe-cerca-de-r-700-milhoes-em-nova-fabrica-no-brasil-e-unidade-sera-100-sustentavel-301813502.html
  • Exame. “Comércio Eletrônico Deve Faturar R$ 23,33 Bilhões no Natal de 2024.” https://exame.com/bussola/comercio-eletronico-deve-faturar-r-23-33-bilhoes-no-natal-de-2024/
  • Fecomercio-SP. “E-commerce Sustenta Crescimento Pós-Pandemia e Deve Registrar Vendas Recordes em 2024.” https://www.fecomercio.com.br/noticia/e-commerce-sustenta-crescimento-pos-pandemia-e-deve-registrar-vendas-recordes-em-2024
  • Green Eletron. “Resíduos Eletrônicos no Brasil 2023 – Panorama.” https://greeneletron.org.br/wp-content/uploads/2023/11/Residuos-Eletronicos-no-Brasil-2023_Panorama-Green-Eletron_web_29_11.pdf
  • Home appliance makers localize for Brazilian market - Chinadaily.com.cn. (2024, November 20). https://global.chinadaily.com.cn/a/202411/20/WS67482454a3109fba5153c161.html
  • IBGE. “Vendas no Varejo Fecham 2024 com Alta de 4,7 %.” https://agenciadenoticias.ibge.gov.br/agencia-sala-de-imprensa/2017-sala-de-imprensa/releases/32867-pmc-vendas-no-varejo-fecham-2024-com-alta-de-4-7-e-atingem-o-melhor-resultado-em-12-anos
  • IFC and Magalu partner to strengthen digital transformation in Brazil. (2025, April 24). https://pressroom.ifc.org/all/press-release/2025/release/28298/ifc-and-magalu-partner-to-strengthen-digital-transformation-in-brazil
  • ISTOÉ Dinheiro. “Vendas de Eletroeletrônicos Registram Alta de 15 % em 2023.” https://istoedinheiro.com.br/vendas-de-eletroeletronicos-registram-alta-de-15-em-2023-mas-setor-esta-longe-de-retomada/
  • Mercado & Consumo. “Vendas no Comércio Eletrônico Atingem R$ 44,2 Bilhões no 1º Trimestre de 2024.” https://mercadoeconsumo.com.br/2024/06/25/vendas-no-comercio-eletronico-atingem-r-442-bilhoes-no-primeiro-trimestre-do-ano-no-brasil/
  • Mercado Livre's investment in Brazil reaches R$34 billion in 2025 with a focus on logistics, technology and 14 thousand new hires. (2025, April 12). https://www.cpgclick.com.br/mercado-livre-investimento-brasil-2025/
  • Mordor Intelligence. “Brazil Home Appliances Market – Size & Forecast (2024-2029).” https://www.mordorintelligence.com/pt/industry-reports/brazil-home-appliances-market
  • Mordor Intelligence. “Brazil E-commerce Market – Size, Share, Trends.” https://www.mordorintelligence.com/pt/industry-reports/brazil-ecommerce-market
  • Multinacional LG surprises the industry and announces investment of R$ 1,55 billion to open a new factory in Brazil and generate thousands of direct and indirect jobs - CPG Click Oil and Gas. (2024, August 19). https://www.cpgclick.com.br/multinacional-lg-fabrica-brasil-investimento/
  • Panorama Mercantil. “Clientelas Priorizam Reparo Frente à Compra.” https://panoramamercantil.com.br/clientelas-priorizam-reparo-frente-a-compra/
  • Pagar.me. “Comércio Eletrônico no Brasil: Dados 2024.” https://pagarme.com/blog/e-commerce-no-brasil/
  • ResearchGate. “Challenges in Implementing the Sectoral Agreement on Reverse Logistics of Electronic Equipment: A Brazilian Case Study.” https://www.researchgate.net/publication/380415312_1_CHALLENGES_IN_IMPLEMENTING_THE_SECTORAL_AGREEMENT_ON_REVERSE_LOGISTICS_OF_ELECTRONIC_EQUIPMENT_A_BRAZILIAN_CASE_STUDY
  • Sinir. “Relatório Anual de Desempenho do Sistema de Logística Reversa de Eletroeletrônicos.” https://sinir.gov.br/wp-content/uploads/2023/09/RELATORIO-ABREE-2022.pdf
  • Teletime. “Reciclagem de Eletrônicos Ainda Tem Espaço Para Crescer em Telecom.” https://teletime.com.br/27/09/2024/reciclagem-de-eletronicos-ainda-tem-espaco-para-crescer-em-telecom/
  • UAI – Mundo Corporativo. “Queda do Poder de Compra Impulsiona Conserto de Eletrônicos.” https://www.uai.com.br/app/noticia/mundo-corporativo/2024/11/18/noticia_mundo_corporativo,334058/queda-do-poder-de-compra-impulsiona-conserto-de-eletronicos.shtml
  • Valor Econômico (via Abinee clipping). “O Faturamento do Setor Eletroeletrônico Cresceu 2 % no 2º Trimestre de 2024.” https://abinee.org.br/clipping/Clipping_20240919_29505.pdf