Brazilian e‑commerce posts record R$295.6 bn revenue as influencer marketing surges

The Brazilian e‑commerce sector reached a historic R$295.6 billion in 2025, a 20% rise over the previous year and a 429% increase since 2016, according to a study by the Federation of Commerce of Goods, Services and Tourism of São Paulo (FecomercioSP). Growth was driven by expanded distribution hubs, faster delivery times and a shift in consumer habits, with smartphones topping online sales at R$10.3 billion, followed by books (R$9.5 billion) and dietary supplements (R$6.6 billion).

At the 2026 Brazil E‑Commerce Forum, Meta’s Brazil sales leader Sandro Cachiello highlighted the rising power of content creators, noting that 85.6% of Brazilians are online and 75% prefer creator‑generated content. He said 44% of sales in Brazil are directly influenced by creators, making the market a leading arena for influencer‑driven commerce. Brands are urged to treat creators as full‑funnel sales partners rather than mere promotional channels.