The number of online businesses in Brazil is shrinking for the first time in over a decade

BigDataCorp released the 11th edition of the Brazilian E-Commerce Profile, revealing that the national e-commerce sector has entered, for the first time in its historical series, a clear phase of maturity and consolidation. After reaching a peak of 2.24 million online stores in 2024, the number fell to 2.1 million in 2026, an unprecedented movement that indicates a structural change in the sector and signals that growth is shifting from quantitative to qualitative.

In the last two measurements, the survey recorded a drop in the total number of transactions, something that had not occurred since the beginning of the historical series in 2014, showing that the market is undergoing a natural adjustment after years of accelerated expansion. This behavior indicates that the sector is more selective, more professionalized, and with greater operational demands for stores to remain active.

The scenario points to a more competitive environment, where the operations best prepared in technology, marketing, and management survive. The study shows that consolidation does not represent a retraction, but rather a consolidation of the Brazilian digital ecosystem. “For the first time, we are observing Brazilian e-commerce ceasing to grow in the volume of stores and beginning to evolve in the quality of operations. This shows that the sector has definitively entered a phase of maturity,” states Thoran Rodrigues, CEO of BigDataCorp.
 

Geographic concentration and digitalization of operations in the last decade

In ten years, Brazilian e-commerce has become more digital, less dependent on physical infrastructure, and much more geographically concentrated. In 2016, 13.46% of online stores also had a physical store, while in 2026 that number fell to 6.34%, indicating that the proportion of purely digital operations practically doubled over the decade.

At the same time, the geographical distribution of stores also underwent a significant transformation, with an increasing concentration in the states that already led the sector. São Paulo expands its leadership and now represents 57.86% of all online stores in the country, reinforcing its centrality in national e-commerce. Minas Gerais appears with 6.32% and Rio de Janeiro with 6.05%, maintaining the Southeast axis as the main e-commerce hub. Southern states also increase their participation, with Paraná reaching 5.06%, Rio Grande do Sul 4.37%, and Santa Catarina 4.03%. Outside this axis, Goiás (2.62%) and Bahia (1.97%) show the largest relative presences, indicating that growth outside the major centers occurs more gradually.

Change in the price profile of products sold

The profile of products sold also reveals a significant transformation in the last decade, showing that Brazilian e-commerce has consolidated itself as a channel focused on low-ticket, high-turnover products.

In 2016, 75.99% of stores sold mostly products below R$100, while in 2026 this number rises to 78.88%, further reinforcing this characteristic. Conversely, stores whose main product mix consisted of items above R$1,000 represented 12% in 2016 and will decrease to 8.66% in 2026, indicating a significant proportional reduction. These data show that, over time, e-commerce has reinforced its focus on volume, recurrence, and more accessible prices for the consumer.

The trend also suggests that the strategy of stores focuses less on high-value-per-unit products and more on purchase frequency. Historical evolution reinforces that e-commerce has specialized in categories with higher turnover and lower average order value. This trend remains stable even with the sector's maturity and the consolidation of operations.

Growth in the use of marketplaces as a sales channel

The presence on marketplaces has also undergone a remarkable transformation in recent years, indicating that stores have begun to diversify their sales channels. In 2019, 96% of stores did not use any marketplace as a sales channel, demonstrating that this practice was not widespread in the sector.

In 2023, this number drops to 85.18%, showing a growing adoption of these sales environments. The share of stores present in two marketplaces rises from 0.43% in 2019 to 8.31% in 2023, a significant increase in just a few years. Meanwhile, stores present in more than five marketplaces went from practically nonexistent, at 0.0038%, to 2.31% in the same period.

These data show that marketplaces have ceased to be complementary channels and have become integrated into the distribution strategy of digital operations. This movement indicates a greater search for reach, diversification, and expansion of commercial presence. The evolution shows that Brazilian e-commerce has become more multichannel and less dependent solely on its own website.

Predominance of small entrepreneurs and niche operations

The strength of micro and small entrepreneurship remains a central characteristic of the sector, even after the consolidation phase observed in recent measurements. Companies with revenues of up to R$5 million per year represent 86% of the market, showing that e-commerce continues to be the main gateway for new businesses in Brazil.

Furthermore, almost 74% of stores receive fewer than 10,000 visitors per month, reinforcing the presence of small, highly segmented operations. These numbers indicate that, even with geographic concentration and a reduction in the total number of stores, the profile of operations remains fragmented in terms of audience. The data also suggests that the majority of the market is made up of niche stores, with specific audiences and targeted operations.
 

This characteristic shows that Brazilian e-commerce maintains its base strongly supported by small entrepreneurs. This scenario remains consistent throughout the historical series of the study.
 

Resumption of local accommodation and changes in infrastructure

Technological infrastructure also undergoes significant changes over time, especially regarding website hosting. In 2024, only 14% of online stores were hosted on servers located in Brazil, representing the lowest level in the recent series.

In subsequent measurements, this number increases again, indicating a resumption of the use of national infrastructure. The data shows that the location of accommodation is regaining relevance within the strategy of digital operations. This evolution suggests that the topic has become more important in recent years, following the maturity of the sector. The historical series shows that this behavior was not observed with the same intensity previously.

The change is occurring in parallel with the maturation of stores and the technological infrastructure available in the country. The indicator is becoming part of the structural transformation scenario of Brazilian e-commerce.

The rise of video as the primary communication format

The behavior of stores on social media has also undergone significant changes, showing the rise of video as the main communication format. TikTok is present in 25% of stores, practically tied with Instagram, which appears in 27% of them.

YouTube is present in over 30% of e-commerce sites, solidifying video as the predominant channel for promotion. These numbers show that the marketing strategy of stores has evolved over time, incorporating new platforms and formats. The presence of these networks indicates that the relationship with the consumer has become more visual and dynamic. The data shows a clear shift in how stores communicate with their audiences.
 

Evolution is keeping pace with the transformation of consumers' digital behavior. Video is taking center stage in the marketing strategy of operations.
 

Digital security is advancing while accessibility remains a challenge

Security and accessibility indicators show distinct behaviors throughout the study's historical series. Almost 90% of stores operate with SSL certificates, indicating a significant advance in the sector's digital security. On the other hand, 97% of websites still present accessibility flaws, revealing a persistent challenge for operations.

The contrast between the two data points shows that, while security has evolved consistently, the user experience still presents significant bottlenecks. The historical series indicates that SSL adoption has grown rapidly over the years.

Accessibility remains a significant point of attention within the digital ecosystem. The current situation shows that there is still considerable room for improvement in the consumer experience.

"The data shows that the challenge for Brazilian e-commerce has shifted from growing in quantity to evolving in quality, structure, and governance," concludes Thoran Rodrigues.

Methodology

The survey monitors everything from the volume of active websites to corporate, technological, and behavioral profiles. All information used for analysis comes from public sources. The complete study data can be accessed by clicking this link

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