According to a survey by Nuvemshop, the largest e-commerce platform in Brazil and Latin America, based on sales from its Brazilian stores, several segments registered growth in the opening week of the championship compared to the previous week. Highlights included bookstores and stationery stores, with a 63% increase in revenue, and services, which advanced 53% and saw an increase in the average ticket price from R$ 350 to R$ 406. There was also growth in the gift sector (33%), while electronics and IT registered a 14% increase in the average ticket price, from R$ 536 to R$ 611, indicating greater demand for higher-value products, such as screens to watch the games at home.
On Saturday (13) the day of the national team's debut, online consumption was reorganized around the game schedule: it slowed down during the match and recovered soon after, without losing strength throughout the weekend.
Volume was 21% lower at 7 pm, at kickoff, compared to a typical Saturday, and reached 44% lower at 10 pm, right after the end of the game. Instead of disappearing, this consumption shifted over time: on Sunday (June 14), sales surpassed those of the game's Saturday itself, reversing the usual pattern where Saturday sells more than Sunday.
The movement confirms a reading that the market had been anticipating: World Cup consumption is concentrated on the experience of watching at home, and this is clearly evident within the company's own stores. “For brands that sell directly to consumers, the World Cup is neither a peak day nor a lost day: it's a window that closes during the game and reopens the next day. Those who understand that pent-up demand will return, and prepare inventory, offerings, and customer service for this return, transform the game interval into deferred sales, not lost sales,” says Alejandro Vázquez, co-founder and president of Nuvemshop.
