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2026-08-24 17:53 UTC → 2026-09-16 12:58 UTC ·
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Brazilian advertising and marketing retail landscape shifts
Advertising trends in Brazil are The Brazilian advertising and retail landscape is undergoing significant a structural shifts, moving away from traditional media shift toward digital platforms, Out-of-Home (OOH) sectors, integration, social commerce, and niche digital communities. the creator economy. Marketing strategies are increasingly centered on the creator economy and Retail Media. In the creator economy, influence is measured by trust and engagement rather than follower counts. A HypeAuditor study noted that in 2025, 60% moving away from traditional linear funnels toward a model of sponsored Instagram content was produced by creators with fewer than 50,000 followers. While the Brazilian creative economy was valued at US$ 5.47 billion in 2025 simultaneous discovery, evaluation, and is projected to reach US$ 33.5 billion by 2034 according to Noodle, Goldman Sachs projects the broader global creator economy could reach US$ 480 billion by 2027. decision-making. Retail Media media is bridging the gap between digital discovery and physical purchases. Brazil is leading global growth in this sector, with eMarketer noting a 42% increase in Retail Media investment in 2024. Platforms like Impulso, from Grupo RD Saúde, are integrating physical and digital channels by using consumer data and digital screens in pharmacies to provide personalized communication. communication and metrics linked to business outcomes. This addresses the fact that, that while consumers research products via digital feeds, Nielsen reports that 70% of purchasing decisions occur within in physical stores. This evolution reflects a shift in consumer behavior; research from Opinion Box indicates that 67% of Brazilian consumers have purchased products discovered on social media. Social commerce is further accelerating this trend. According to Adyen’s 2025 Retail Report, 55% a primary driver of Brazilian consumers use social media for shopping, with 64% expecting seamless experiences across physical and e-commerce touchpoints. this evolution. TikTok Shop has reported a 102-fold increase in its average daily gross merchandise value following after its first year in Brazil. Retailer Centauro has also seen success, with its proprietary Social Comm platform contributing R$ 183.2 million in revenue since 2021, representing 5% to 6% of its digital sales. To support this, Mercado Livre has opened a new audiovisual studio in São Paulo to enhance live streaming capabilities for sellers and creators. The creator economy remains central to these shifts. The Brazilian creative economy, valued at US$ 5.47 billion in 2025, is projected to reach US$ 33.5 billion by 2034. As the market matures, industry leaders note that the challenge for retailers has shifted from mere multi-channel presence to full integration, particularly as artificial intelligence agents begin to influence purchasing decisions.