| Google - The dominant global search engine provider. |
Google is a multinational technology company specializing in Internet-related services and products, including online advertising technologies, search, cloud computing, software, and hardware. In Brazil, its search engine is the undisputed market leader, integral across all steps of the web search value chain from crawling to monetization. Google's operations in Brazil are extensive, supporting a vast number of users and businesses. |
Google's strategic intent in Brazil is to maintain its market dominance in search and expand its other service offerings. Key brands include Google Search, Google Ads, Google AdSense, YouTube, and Google Cloud, all of which contribute to its ecosystem and revenue in the region. Recent activities focus on AI integration to improve search results and advertising effectiveness, and adapting to local market needs and regulations. |
Google holds approximately 98.88% of the search market share in Brazil as of 2022. In 2023, Google services, including Search and Ads, generated a significant economic impact of USD 33 billion (BRL 188 billion) in Brazil. Google processes billions of search queries monthly in Brazil. |
Google's global "Search & other" revenue was USD 54 billion annually in 2025, indicating the scale of its search-related revenue globally. In 2023, Google's total economic impact in Brazil across its various services was estimated at USD 33 billion (BRL 188 billion). While specific search-only revenue for Brazil is not publicly disclosed, given the market share and overall economic impact, it is by far the highest revenue player in the Brazilian web search ecosystem. |
| Microsoft (Bing) - Provider of the Bing search engine and Microsoft Advertising. |
Microsoft is a global technology corporation offering a wide range of software products, hardware, and services. Its search engine, Bing, competes with Google globally and has a presence in Brazil. Microsoft Advertising is the platform for advertisers to place ads on Bing and other Microsoft network properties. |
Microsoft's strategic intent includes challenging Google's dominance in search through continuous improvement of Bing and integration with its other products (e.g., Windows). Microsoft Advertising is a key component of its monetization strategy, offering advertisers an alternative platform to reach users. Brazil is a market where Bing sees notable usage compared to other countries. |
Bing has a small percentage of the search market share in Brazil, around 0.39% as of 2022. Brazil is among the countries where users utilize Bing the most, accounting for 8.1% of Bing users in one analysis. |
Microsoft Bing generated $11.59 billion in advertising revenue globally in 2025. Brazil-specific revenue for Bing and Microsoft Advertising is not publicly available. However, their global ad revenue indicates they are a significant revenue player in the search advertising market internationally, with a portion attributable to their Brazilian operations. |
| Mercado Livre - A leading e-commerce platform in Latin America, with significant operations in Brazil and substantial advertising activities. |
Mercado Livre is the largest online commerce and payments ecosystem in Latin America, operating in Brazil as a major e-commerce marketplace. While not a search engine itself, its platform includes search functionalities for products, and it is a significant player in the digital advertising landscape, both as an advertiser and by offering advertising solutions (retail media) on its platform. Its business is heavily reliant on online traffic, much of which originates from web search. |
Mercado Livre's strategic intent is to dominate the e-commerce market in Latin America, including Brazil, by providing a comprehensive ecosystem for buyers and sellers. They heavily invest in digital marketing, including search advertising, to drive traffic to their platform. They also offer advertising solutions to sellers, creating a significant retail media business. |
Mercado Livre is the leading e-commerce platform in Brazil, with over 250 million monthly visitors in Brazil in 2023. It held a significant share of the e-commerce web traffic in Brazil (29.4% in one ranking). |
Mercado Livre's net revenue in Q2 2022 reached USD 2.6 billion globally, with Brazil contributing significantly (around 56% or USD 1.4 billion). While this is total e-commerce revenue, a substantial portion is influenced by and allocated towards search advertising, and they generate revenue through their own advertising platform, making them a major financial force within the broader digital commerce ecosystem linked to search. |
| Amazon Brazil - The Brazilian arm of the global e-commerce giant, with growing presence and significant advertising investments. |
Amazon is a global e-commerce and cloud computing giant that has expanded its operations in Brazil. Similar to Mercado Livre, Amazon Brazil is a major e-commerce marketplace with internal search capabilities and is a significant participant in the digital advertising ecosystem, both as an advertiser and through its growing retail media business (Amazon Advertising). |
Amazon's strategic intent in Brazil is to gain market share in the competitive e-commerce landscape. They heavily utilize search advertising to drive traffic and sales. Amazon also has a substantial global advertising business, and its expansion in Brazil includes offering advertising solutions to brands selling on its platform, positioning it as a key player in retail media, a segment closely related to search monetization. |
Amazon Brazil attracts over 150 million monthly visits and has over 35 million registered users. It is a major player in the Brazilian e-commerce market. Amazon leads in retail media investments among large brands in Brazil (81% of large brands opt for Amazon). |
Amazon Brazil's estimated sales in 2021 were around R$ 10 billion (including third-party sales). While Brazil-specific advertising revenue is not publicly detailed, Amazon's global advertising revenue is substantial, and their leadership in retail media investment in Brazil indicates a significant revenue stream related to advertising within their platform, which is influenced by user search behavior. |
| Magazine Luiza (Magalu) - A major Brazilian retail company with a strong online presence and marketplace. |
Magazine Luiza is one of Brazil's largest retail companies, with a significant and growing e-commerce operation and marketplace (Magalu). Magalu invests heavily in digital marketing, including search advertising, to drive traffic and sales. They also have initiatives related to advertising on their platform. |
Magalu's strategy involves a strong omnichannel approach, integrating its physical stores with its digital platforms. They are a major advertiser in the Brazilian digital landscape, competing for visibility in search results. Their marketplace also provides advertising opportunities for sellers. |
Magalu is a leading e-commerce site in Brazil, drawing approximately 120 million monthly visitors to its marketplace. It is one of the largest e-commerce companies in the country by sales volume. |
Magalu's gross merchandise volume (GMV) in 2022 was USD 8.7 billion. As with other large e-commerce players, a considerable portion of their expenditure is on digital advertising, including search, and they generate revenue through their own advertising solutions for sellers on their marketplace. |
| Americanas - A large Brazilian retail company with a significant online presence and marketplace. |
Americanas is a major Brazilian retail company operating across various segments, with a substantial online presence and marketplace. They are significant participants in the digital advertising market, both as advertisers and by offering advertising solutions on their platform. |
Americanas has focused on integrating its physical and online operations. They are a major player in the e-commerce sector and allocate significant budgets to digital marketing, including search engine marketing, to attract customers. Their marketplace provides advertising opportunities for third-party sellers. |
Americanas is one of Brazil's largest marketplaces and e-commerce players. In 2022, its GMV was USD 8.9 billion, representing around 10% of the total e-commerce share in Brazil. |
Americanas' GMV in 2022 was USD 8.9 billion. Their involvement in the e-commerce value chain means significant expenditure on digital advertising (benefiting search engines) and revenue generated from advertising services offered on their platform. |
| Yahoo! - A global internet company with a search engine and advertising platform present in Brazil. |
Yahoo! is an American internet company that provides a range of services, including a search engine and advertising solutions. While its market share in Brazil is significantly smaller than Google's, it still operates within the web search value chain in the region, primarily through its search engine and advertising platform (Yahoo! Advertising, now part of Verizon Media, and partnered with Microsoft for search results in some areas). |
Yahoo has historically been a significant player in the internet space globally and in Brazil. Its strategy involves providing content and services alongside its search function and monetizing through advertising. Its partnership with Microsoft for search results impacts its role in the query processing step. |
Yahoo's market share in the Brazilian search engine market is around 0.5% as of 2022. |
Yahoo's global revenue was USD 5.16 billion in 2016. Specific Brazil-only revenue for Yahoo's search and advertising activities is not publicly available, and its current global revenue and market position have changed since 2016. However, as a recognizable search engine brand with advertising operations, it generates some level of revenue related to search in Brazil, albeit considerably less than the market leaders. |
| Microsoft Advertising - Microsoft's platform for search and native advertising, serving ads on Bing and other properties. |
Microsoft Advertising is the advertising platform developed by Microsoft that enables advertisers to display ads on the Bing search engine, Yahoo, DuckDuckGo, and other Microsoft network properties. It is a key player in the monetization step of the web search value chain, providing a platform for businesses to reach users through paid search and other digital ad formats. |
Microsoft Advertising is Microsoft's primary tool for monetizing its search engine (Bing) and other online properties. Its strategy is to attract advertisers by offering access to the Bing and Yahoo search audiences and providing targeting and analytics tools. It supports BRL as a currency for advertising campaigns in Brazil. |
Microsoft Advertising serves ads on Bing, which has a small but notable user base in Brazil. The platform facilitates a portion of the overall digital advertising spend in Brazil that goes towards search advertising outside of Google. |
Microsoft Advertising's global advertising revenue was $11.59 billion in 2025. While Brazil-specific revenue is not disclosed, the platform generates revenue from advertisers targeting the Brazilian market through Bing and its partner network, contributing to the web search monetization ecosystem's overall revenue in the country. |
| Digital Marketing Agencies (Representative) - Companies specializing in managing digital advertising campaigns, including search marketing, for clients. |
Digital marketing agencies in Brazil provide services to businesses to help them promote products and services online. A significant part of their work involves Search Engine Optimization (SEO) to improve organic search rankings and managing paid search campaigns (SEM) on platforms like Google Ads and Microsoft Advertising. They act as intermediaries in the monetization step of the value chain, managing advertising spend on behalf of clients. Examples of prominent agencies include Agência Mestre, Linka, Orgânica Digital, and Raccoon. |
These agencies are crucial facilitators in the web search value chain's monetization. Their strategic intent is to help clients achieve their business goals through effective digital marketing, including maximizing ROI from search advertising. They adapt to algorithm changes and advertising platform updates. |
The digital marketing industry in Brazil is substantial, with many agencies serving a wide range of clients from SMEs to large corporations. They manage a significant portion of the digital advertising spend in the country. |
While revenue figures for individual agencies specifically from search marketing services in Brazil are not readily available, the overall digital marketing industry in Brazil was estimated to generate significant revenue (e.g., ABRADi estimated the digital marketing industry would generate around $8.5 billion in revenue in 2021, though this is broader than just search). The revenue of these agencies represents the value of the services they provide in facilitating advertising within the search ecosystem. Ranking specific agencies by revenue is difficult with public data, so this entry represents the collective significance of this type of player. |
| DuckDuckGo - A privacy-focused search engine with a small market share in Brazil. |
DuckDuckGo is a search engine that emphasizes user privacy and avoids tracking user searches. It operates in Brazil, offering an alternative search experience. Its business model is primarily based on advertising, but it does not use user tracking for ad targeting. |
DuckDuckGo's strategic intent is to provide a private search alternative. Its revenue comes from advertising through partnerships, where ads are shown based on the keywords in the search query, not user history. It has a very small market share. |
DuckDuckGo has a minimal share of the search engine market in Brazil, around 0.21% as of 2022. Its user base in Brazil is small compared to the market leaders. |
DuckDuckGo generated over $100 million in global revenue in 2021. Brazil-specific revenue is not publicly available. Given its very small market share in Brazil, its revenue generated in the country is likely to be a small fraction of its global revenue and significantly lower than the other listed players. Included to represent the presence of alternative, albeit niche, search engines in the market. |