SMEs take center stage and redefine Brazilian e-commerce in 2025, according to Mapa da Logística

The rise of small and medium-sized enterprises (SMEs) in Brazilian e-commerce goes beyond volume. By 2025, small businesses not only led the sector's growth, but also began operating with higher order value, new logistics formats, and greater regional reach. This is revealed in the new Logistics Map survey, conducted by Loggi with data from 2025, which highlights a structural change in the country's e-commerce.

SMEs consolidate their leading role in Brazilian e-commerce

According to the study, SMEs registered 77% growth in e-commerce in 2025, the highest among all seller profiles, surpassing large brands and marketplaces. This performance consolidates the role of small businesses as the main drivers of the sector's expansion towards new business models, in a year marked by the decentralization of consumption throughout the national logistics network.

In addition to growing more, SMEs have begun to operate with greater efficiency and complexity. The average order value reached R$ 215, a value 20% higher than that of large brands and 43% higher than that of marketplaces, indicating a combination of higher average order value, more diversified product options, and more structured operations. In the logistics field, although collection still represents 67% of operations, the use of receiving points (from the Pick up and Drop off points — PUDOs) already accounts for 33%, and its use was seven times greater than in 2024, signaling the adoption of more flexible and scalable models.
 

E-commerce overview in 2025

This movement is also reflected in the geography of Brazilian e-commerce. In 2025, states outside the traditional axis registered the highest growth rates in shipping, notably Goiás (141%), Santa Catarina (140%) and Rio Grande do Sul (117%), reinforcing the strengthening of new logistics hubs. São Paulo and Minas Gerais continue to lead in volume of shipments and receipts, while the Northeast stands out with Bahia and Ceará as relevant regional hubs.

The shift in consumer profiles also contributed to the growth of SMEs. Categories related to health, home, and wellness saw the largest increases during the year, notably opticians (126%), pharmacies (101%), furniture and decoration (83%), bookstores (71%), and electronics and IT (56%). The growth of these segments increases the complexity of operations and demands more specialized and efficient logistics solutions.

Throughout 2025, more than 47 million kilometers were traveled, reflecting the advancement of logistical capillarity in the country. The data also points to an increasingly competitive environment, with 45% of deliveries made within two days and 57% within three days, raising the standard of service expected by the end consumer.

Key regions, highlighted categories, and main dates for the 4th quarter of 2025 in Brazilian e-commerce

The new Logistics Map surveyalso included data from the fourth quarter of 2025, highlighting the maturity of Brazilian e-commerce, driven by the integrated performance of SMEs, large brands and marketplaces, as well as the expansion of digital presence in different regions.

The Central-West region stands out, represented by Goiás, which leads the ranking for highest growth by state (98%), while the South-Southeast axis stands out for having the largest number of states in this same survey, reinforcing the consolidation of e-commerce in these regions.

The expansion of the logistics network is also evident in the North, with Pará joining the group of the ten states that receive the most packages, signaling greater operational reach. In the Northeast, Bahia and Ceará are consolidating themselves as relevant hubs for sending and receiving. SMEs have a greater presence in shipments in the Northeast (4%) and South (31%), above the large brands, which reached 2% and 11%, respectively.

Furthermore, the categories with the highest growth rates across Brazil during the analyzed period were furniture and decoration (66%), optics (63%), and bookstores (60%).

During key retail dates in the fourth quarter, the leading role of SMEs was also highlighted. In the week leading up to Christmas, the volume reached 2.4 million packages, and SMEs registered a 45% increase in shipments, reinforcing the relevance of strategies based on proximity to the consumer, personalization, and operational agility. In the week leading up to Black Friday, shipments grew by 57% (considering small, medium, and large businesses) compared to weeks without significant e-commerce dates throughout the fourth quarter.

About the Logistics Map

The Logistics Map is a survey by Loggi launched in 2025 that presents local and national data on shipments and deliveries every quarter, highlights expanding product categories, and provides insights and serves as a reference for companies of all sizes, especially small and medium-sized entrepreneurs who sell online, to connect with new expanding markets and increase their sales. The data is collected based on shipments made—from small, medium, and large businesses, from those sending dozens of packages to thousands daily—in all regions of Brazil.

In this fourth edition, the logistics movement in Brazil was analyzed in 2025 and in the 4th quarter of this year, in more than 5,000 connected municipalities across the country's five regions, using a database of 22,000 companies from different segments and regions.

To access the complete material, check the official Loggi page at the link to download the PDF for each quarter.