May the best shopping site win

In July 2020, Mercado Livre – the name in Portuguese for Argentine e-commerce giant Mercado Libre – was the most visited e-commerce website in Brazil. Americanas.com, one of the brands controlled by Rio de Janeiro-based B2W Companhia Digital, ranked second, while the Brazilian operation of Amazon placed third. Just behind Amazon.com.br was Magazine Luiza, a traditional retailer founded in the countryside of the state of São Paulo in the late 1950s. This long-established company had the biggest online gross revenue among retailers in Brazil in 2019. MagaLu, as it is also known, keeps adjusting its core business according to customers’ demands. In 2020, online sales accounted for almost two thirds of Magazine Luiza’s total retail sales, while they did not even add up to one quarter of the company’s sales four years before.

Everybody online says ‘love’

A myriad of online shopping holidays boosts Brazil’s e-commerce throughout the calendar. Usually, Mother’s Day and Christmas are the hottest seasons. In 2020, however, the top date for online shopping was Lovers’ Day – created by an adman in 1948 and celebrated on June 12 ever since. In 2020, sales through the internet during the 15-day-period preceding that date generated 4.2 billion reals in revenue, a year-over-year increase of over 90 percent . But e-commerce shall not live by love alone. Black Friday was a close second, with little more than four billion reals in online revenue in 2020 and an annual growth of more than 25 percent. The strategic placement of these two dates – in the middle and at the end of the year – suggests that e-shoppers and e-tailers in Brazil have at least one thing in common: both wait for the best opportunities.

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