Brazil’s digital economy has consolidated itself as an essential driver of growth and social inclusion. The country demonstrates a rapid adoption of digital technologies, exemplified by the popularity of the instant payment system Pix and the robust growth of e-commerce. In 2024, Brazilian e-commerce generated over R$ 200 billion, with projections to exceed R$ 234 billion in 2025, driven by growth of over 10%, according to Ecommerce Brasil. Digitalization has the potential to integrate a greater share of the population into the economy and boost sales for small businesses. According to Forbes, Brazil ranks as the fourth-largest consumer of mobile apps and the third in social media usage worldwide.
Brazil’s e-commerce market is the largest in Latin America, with a volume of USD 276.9 billion in 2023 and projected to reach USD 500 billion by 2026, according to PCMI. The competitive landscape is dynamic, marked by the entry of global giants. The arrival of Meituan in Brazil represents a R$ 5.6 billion investment, according to ApexBrasil, aimed at gaining dominance in the delivery sector, where a Brazilian company currently holds over 80% market share. The strategy includes aggressive subsidies and strong marketing investments. Meanwhile, Temu officially launched its operations and has already become the second-largest e-commerce platform in the country, holding 9.9% market share, according to Acelera Varejo, fueled by discounts and free shipping. However, the company faces regulatory challenges due to a 20% import tax on items below USD 50 and an additional 17% ICMS, according to Infomoney.
Competition is evolving into a battle of integrated ecosystems. This suggests that local companies must either build robust ecosystems or specialize deeply in niche markets, integrating with larger platforms. Long-term success depends on strong localization — understanding consumer preferences and sociopolitical sensitivities, such as labor laws. Simply transplanting a foreign model of success is not sufficient for success in Brazil.
The expansion of credit via platforms has emerged as a key customer retention strategy. A leading Brazilian delivery company, for example, offers loans to partner restaurants. The process is fully digital, with fixed rates and automatic repayment deducted from payouts. Its financial arm already manages a R$ 1 billion active loan portfolio, according to Entrega XP. By providing working capital, the company goes beyond logistics — becoming a long-term business partner.
Another major e-commerce platform allows users to pay in installments without a credit card. Activation is simple, with instant approval and an initial limit up to R$ 600, according to the company’s website. The service charges no annual fee, and interest rates are personalized based on the user’s credit score. This initiative expands access to unbanked or underbanked consumers, enabling greater participation in the digital economy.
The Central Bank of Brazil (BCB) maintains a proactive stance, encouraging compliance in the embedded finance sector. Its priorities for 2025 and 2026 include Open Finance, virtual asset regulation, and AI oversight. These measures aim to promote financial inclusion, simplifying processes and expanding access to microcredit. The BCB’s determination to channel credit to underserved regions illustrates how regulation is being used as a tool for national economic development.
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