LUMAI leverages affiliate marketing to expand in Brazil

The household utility brand LUMAI is centering its growth strategy on affiliate marketing, utilizing content creators to reach Brazilian consumers through social media. Lucas Maia, the company's co-founder, noted that affiliates provide a level of authenticity and practical demonstration that studio photography cannot replicate by showing products in real-life settings.

This shift aligns with broader trends in the Brazilian digital retail market. Data shows significant growth in affiliate-driven commerce: Shopee reported a more than 200% increase in affiliate-generated orders in April 2026 compared to the previous year, while Mercado Livre saw orders from affiliates and creators rise from approximately 88 per minute in late 2025 to 168 per minute in the first quarter of this year.

Advertiser investment in the creator economy reached approximately R$ 23 billion in 2025, a 15% increase according to IAB Brasil and Ibope. Research from consultancy YouPix suggests that campaigns featuring creators convert four times more effectively than brand-only content, as consumers increasingly trust creators over traditional, highly processed advertisements.