Digital buyer penetration in Brazil 2017-2025

The penetration rate of the eCommerce industry in Brazil is forecast to continuously increase by 5.6 percent within the next years. According to this forecast in 2025, the penetration rate will have increased for eigth consecutive years to 63.03 percent. Notably, the penetration rate of the eCommerce industry was continuously increasing over the past years.

The eCommerce market comprises the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
Find more key insights for the eCommerce industry such as Leading e-commerce categories in Brazil 2022 and Brazil e-commerce category revenue share 2022.