Main online retailers in Brazil 2025, by number of monthly visits

In February 2025, Mercado Livre's website (known in the rest of Latin America as Mercado Libre) received around 240 million visits in Brazil, making it the most visited e-commerce portal in the country. Amazon's Brazilian site (amazon.com.br) came in second with about 180 million visits.

Regional e-commerce powerhouses

While Mercado Livre maintains its stronghold in Brazil, the company faces stiff competition across Latin America. In Mexico, for instance, Amazon's local site outperforms Mercado Libre with 121.7 million monthly visits compared to Mercado Libre's 100 million. This regional competition has contributed to Mercado Libre's brand value soaring to 32.83 billion U.S. dollars in 2024, a 40 percent increase from the previous year. However, the company has experienced a decline in unique active users, dropping to 161 million in 2024 from 218 million the year before.

Shifting retail landscape

The rise of e-commerce is reshaping Brazil's retail sector, with traditional brick-and-mortar stores adapting to the digital era. In the first half of 2024, pure online players generated over 60 percent of e-commerce revenue in Brazil, while brick-and-click stores accounted for more than a quarter of sales.