E-commerce generated R $ 196 billion in Brazil in 2023

Since 2026, e-commerce has increased fivefold in traded volume

The National Electronic Commerce Observatory, associated with the Ministry of Development, Industry, Trade and Services (Mdic), announced this Tuesday (3) that Brazilian e-commerce grew by 4% compared to 2022 and moved the an equivalent amount throughout 2023 to US$ 196.1 billion. Brazilian e-commerce increased more than a couple in size compared to the movement recorded in 2016, just over R $ 39 billion.

According to the Observatory, São Paulo, Espírito Santo and Minas Gerais concentrated 60% of the business done through e-commerce throughout 2023.

“This shows that we have hard work to do, which is the process of digital inclusion and income distribution”, said the Secretary of Industrial Development, Innovation, Trade and Services in Mdic, Uallace Moreira. For him, e-commerce is essential for national development.

Purchase profile

According to the National Electronic Commerce Observatory, based on data extracted from electronic invoices provided by the Federal Revenue Service, smartphones lead Brazilian e-commerce sales. In 2023, this product generated R $ 10.3 billion. Then, the purchase of books, pamphlets and printed material represented a turnover of R$6.4 billion; television sets, R$5.3 billion; refrigerators and freezers, R$5 billion; tablets, R$4.4 billion and food supplements R$3.7 billion.

The list of best selling products in e-commerce varies from state to state. In Minas Gerais, for example, the best selling products are shoes; in Espírito Santo, air conditioning units. In Santa Catarina and Paraíba, the best-selling products are refrigerators and freezers; in Goiás, cars were the main product, and books were the best selling product in the Federal District.

Stick to online trading

Observatory data showed significant differences between Brazilian regions. The South East region continued to dominate the e-commerce scenario, concentrating the majority of online sales (73.5%); then the South (15.2%), the North-East (7%), the Mid-West (3%) and the North (1.3%). When analyzing the region where the purchase was made, the South-East was the destination for 55.6% of the closed deals, followed by the South (16.8%), the North-East (15.8%), the Mid-West (8, 3%) and the North (3.3%) %).

The MDIC and the Brazilian Industrial Development Agency (ABDI) are developing the E-commerce.BR project to increase the adoption of small businesses in online commerce. The project is expected to be launched by the end of the year. The aim of the initiative is to improve financial performance through innovative solutions, especially in regions where e-commerce is still timid. In terms of e-commerce flow, interstate transactions are more (62%) than those that took place within the state itself (38%).