E-commerce leads retail growth during Mother's Day 2026

After one week of Mother's Day, the numbers already show the strength of this period for e-commerce. According to the Cielo Index of Extended Retail (ICVA), between May 4 and 10, internet sales had a high of 11.2%, more than three times above the growth of total retail, which was 3.6%. According to the entity, the result marks the third consecutive year of expansion in the sector's transactions during the period.

According to the projection of the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom), the date moved R$ 11.06 billion in e-commerce, up 10.82% compared to last year. Already the number of orders reached 18 million, an increase of 10%, maintaining the growth trend observed in the last six years. In 2025, according to the Cielo do Varejo Ampliado Index (ICVA), sales through the internet increased by 11.8% in relation to 2024.

“O Brazilian e-commerce has increasingly expanded its presence, especially in the big retail dates. Therefore, it is important that retailers act with strategies at all stages of the purchase journey that, in addition to attracting new customers, help to boost retention. An effective example is the benefits programs, which have been gaining more and more consumer adhesion and put brands in competitive advantage”, says Eduardo Esparza, VP General Manager of Tenerity Iberia and LATAM, a company specialized in engagement that increases the value of the relationship between companies and their customers.
 

Preference for benefit programs
 

The E-Consumer 2026 report, by Opinion Box, points out that the Brazilian buyer seeks advantages at the time of purchase. Benefit programs and exclusive offers are among the main priorities, since they can deliver direct return throughout the consumer journey, including post-purchase. The study also indicates that brand confidence and clarity about the advantages weigh as much as the price in the final decision. This scenario requires the retailer to use strategic contact points to meet this demand and deliver immediate value to the consumer.
 

“O Retail Media has become a key strategic solution to maintain business profitability levels by offsetting the margins reduced by the high promotional activity typical of these dates.In addition, betting on formats such as benefit programs, which generate additional revenues, do not interfere with the purchase process and add real value to the user, significantly improves the customer experience”, concludes Eduardo.