Brazil e-commerce grows despite falling average purchase value

Brazilian e-commerce experienced growth in the first half of 2026, reaching R$ 210 billion in sales. However, consumer behavior has shifted; while the number of orders increased by nearly 35%, the average ticket per purchase fell by 13%, indicating a fragmentation of consumer spending.

In response to economic trends, Sebrae is expanding its ‘Compre do Pequeno’ (Buy from the Small) movement in 2026. The initiative, established in 2015, encourages consumers to support small businesses to stimulate local job creation and income. According to Sebrae, small businesses account for approximately 30% of Brazil's GDP and have been responsible for the majority of new formal jobs in recent years.