Brazil’s Top 10 Marketplaces for Online Selling

Marketplaces play an integral role in driving the digital transformation of Brazilian retail. In recent years, they have evolved into a pivotal mechanism for business expansion, even for brands with established online platforms, while also serving as a pathway for growth and customer acquisition for smaller online players. With over 80% of ecommerce sales occurring through marketplaces, these platforms are a cornerstone of Brazil’s ecommerce landscape. They exhibit constant growth, attracting more sellers and consumers alike. This article aims to highlight the dominant B2C marketplaces shaping the Brazilian ecommerce market, providing valuable insights for international sellers looking to expand their reach in this region. Let’s get started!

1. Mercado Livre

Mercado Livre is the leading ecommerce platform in Brazil and the largest marketplace in Latin America in terms of sales and user base. In Brazil alone, It attracts over 250 million visitors monthly, all eager to purchase a wide range of products. In 2023, Mercado Livre closed the year with a remarkable 40% increase in GMV compared to 2022.

One standout feature of Mercado Livre is its status as a pure-play platform, with no sales of its own. Instead, it invests heavily in creative campaigns to drive sales for its sellers. Additionally, Mercado Livre boasts a robust scoring system that highlights sellers who consistently perform well, deliver orders on time, and respond promptly to inquiries.

Another noteworthy feature of Mercado Livre is the opportunity for sellers to operate official stores within the marketplace. These stores are renowned for their excellent reputation and stand out from the competition, enjoying better positioning and visibility.

2. Americanas

Established in 1999, Americanas underwent a noteworthy evolution in 2006 when it joined forces with Submarino and Shoptime, leading to the creation of B2W – the biggest Brazilian eCommerce group.

Despite a temporary slowdown in 2022, Americanas continues to stand out as one of Brazil’s largest marketplaces, contributing approximately 10% to the total ecommerce share. In 2022, it closed the year with $8.9 billion GMV, securing the second position after Mercadolibre. It also holds the second spot in 3P sales. The enduring popularity of Americanas is attributed to its robust business ecosystem, encompassing physical stores, online platforms, direct sales, third-party sales, integrated logistical, marketing, and financial services. This integration facilitates processes like in-store pickup of items from third-party sellers.

Americanas marketplace currently attracts over 130 million monthly visitors, offering a diverse catalog of over 40 million products across various categories. Popular sections include electronics & media, toys & games, fashion, as well as furniture & appliances.

3. Magalu

Magalu is the online marketplace linked to Magazine Luiza, one of Brazil’s major retail chains. 

Positioned as one of the largest and most frequented online shopping sites, Magalu draws in approximately 120 million monthly visitors. Notably, the marketplace hosts an extensive array of products from about 300,000 sellers—a significant surge from the 32,000 registered sellers in 2020.

Experiencing remarkable growth over the past four years, Magalu has achieved an impressive annual growth rate of 46%. In 2022, Magalu ended the year with a notable GMV of USD 8.7 billion. 

Magalu’s success can be attributed to its dedicated efforts in providing an exceptional digital experience, incorporating innovative logistic and fintech solutions to enhance overall user satisfaction.

4. Amazon Brazil

Amazon has established a significant presence in Brazil, emerging as one of the most popular sites for international purchases. Amazon Brazil, the local marketplace, has gained prominence, experiencing rapid growth in web visitors. Currently, it attracts over 150 million monthly visits, marking a 200% increase from 2020, with a user base exceeding 35 million registered users.

While trailing behind Via Varejo in online sales volume, reaching USD 2.9 billion in 2022, Amazon Brazil’s success is attributed to its familiarity among Brazilians and strategic investments to enhance service and delivery speed. Amazon introduced four new distribution centers across Brazil and expanded two-day delivery for Prime members from 120 to over 1,000 cities.

5. Shopee Brazil

Shopee made its debut in Brazil in 2019, quickly solidifying its position as one of the country’s fastest-growing ecommerce platforms. Its rapid ascent can be largely attributed to Brazilians’ keen interest in acquiring products at competitive prices. Its mobile app has been downloaded over 20 million times and its website attracts over 100 million monthly visits. Shopee Brazil isn’t limited to local merchants; it also draws in a diverse array of global sellers.

Over the past year, the company has expanded its reach by opening two new distribution centers and over 40 smaller operational hubs, enabling it to serve more cities and reach a broader audience.

Shopee Brazil boasts an extensive selection of products spanning various categories, including electronics, fashion, beauty, home goods, and more. 

6. Casas Bahia

Casas Bahía, the largest marketplace within Via Varejo, was established in 1952 and currently operates 850 offline stores. Renowned for its deep connection with Brazilians, Casas Bahia stands as one of Brazil’s most valuable brands. Offering a diverse range of products, it draws approximately 85 million monthly visitors and boasts 50 million app downloads. The key verticals encompass electronics, toys, household goods, and furniture.

7. Carrefour

Carrefour launched its online marketplace in Brazil back in 2016, and to date, it boasts over 20 million monthly users. Despite commanding a smaller share than some other players, it has emerged as one of the fastest-growing online marketplaces in Brazil. According to Insider Intelligence, Carrefour experienced a remarkable growth rate of 35.2% in the first half of 2023 compared to the same period in 2022. Additionally, data from the Sociedade Brasileira de Varejo e Consumo revealed a staggering 101% increase in third-party sales on the marketplace from 2021 to 2022, underscoring the significant opportunity for sellers to thrive on this platform.

8. Buscape

Buscapé is a comparison shopping site that operates in Brazil and also operates as a marketplace where third-party sellers can offer their products.

Buscapé offers a wide range of products across different categories, including electronics, appliances, fashion, beauty, and healthcare. The platform has more than 10 million registered users and receives over 30 million monthly visits. Buscapé is known for its robust search engine which allows customers to easily find the products they are looking for, and its user-friendly interface that provides detailed product information, reviews, and ratings.

In addition to its online marketplace, Buscapé also has a strong presence in the mobile commerce market, with its mobile app being downloaded over 10 million times.

9. Ponto Frio

Ponto Frio is a Brazilian retailer that operates both in physical and online markets. Its marketplace is an online platform where third-party sellers can offer their products to Brazilian customers. The marketplace offers a variety of products across different categories, including electronics, appliances, furniture, and fashion. It currently receives over 20 million monthly visits per month.

10. Mobly

Mobly is a Brazilian online marketplace that specializes in furniture, home appliances, and home decor products. The company was founded in 2011 and since then has become a major player in the Brazilian furniture market.

Mobly offers more than 250,000 products on its platform. Nowadays, it has various categories such as bedroom items, office supplies, pet supplies, appliances, small appliances, kitchenware, outdoor products, children’s items, lighting, and gaming line, among others. It has a strong online presence, with over 20 million monthly visitors and 3 million registered customers. 

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