Brazil e-commerce reaches 139 million consumers as WhatsApp drives SME sales

E-commerce in Brazil has seen significant growth, with an estimated 139 million consumers making online purchases in the last 12 months. According to research by SPC Brasil in partnership with Offerwise Pesquisas, this represents an increase of 20 million consumers compared to the previous year. The frequency of purchases has also risen, with the monthly average increasing from 4.6 to 5.1 orders.

Consumers are increasingly integrating social media and messaging apps into their shopping journeys. Notably, 82% of Brazilian small businesses now use WhatsApp as their primary communication and sales channel, according to Sebrae. This shift has created operational challenges for small and medium-sized enterprises (SMEs) regarding message volume and team management.

Key drivers for consumer choice include free shipping (60%), low prices (49%), and promotions (44%). Customer loyalty remains high, with 95% of consumers reporting they have returned to the same website or application to make subsequent purchases.