Brazil e-commerce Black Friday 2026 projections reach R$ 13.3 billion

The 2026 Black Friday season in Brazil is projected to generate R$ 13.3 billion in e-commerce revenue, representing a 20.7% increase compared to the previous year. Despite this growth, retailers face challenges such as a 13.4% drop in average ticket size and consumer uncertainty linked to the election cycle, which has reportedly held back up to R$ 62 billion in durable goods sales.

To navigate these conditions, experts recommend that businesses focus on value-added services rather than just discounts. Key consumer priorities include free shipping and reliable delivery timelines. For small businesses, strategic planning regarding inventory, cash flow, and digital presence via marketplaces is essential to maintain profitability.

Technological shifts are also reshaping the shopping journey. The integration of artificial intelligence is playing a larger role in product discovery and price comparison, while e-commerce app usage continues to rise. In the electronics sector, consumers are advised to carefully compare older models, such as the iPhone 16, against newer versions to ensure long-term value.