Brazil’s digital scene has been showing clear signs of maturity, and the 2024 e-commerce results confirm that evolution. With record sales and changes in consumption habits, Black Friday and Christmas were important marks for digital retail, reinforcing trends and highlighting new opportunities for companies.
01Black Friday 2024: sustainable growth and innovative strategies
Black Friday 2024 marked an important point for e-commerce in Brazil. After a period of economic slowdown in previous years, the sector showed clear signs of recovery and resilience. According to the Hora a Hora platform, from Confi.Neotrust, revenue during the event reached R$9.38 billion, growth of 10.7% compared with 2023. This advance was driven by a 14% increase in order volume, which reached 18.2 million transactions.
02Changes in average ticket
The overall numbers are encouraging, and the average ticket fell slightly, registering R$515.7, 2.9% lower than the previous year. That drop reflects a change in consumer behavior, which prioritized lower-value items and took advantage of more aggressive promotions offered by retailers.
Despite that reduction, the diversification of the product mix sold and the increase in purchases by volume are signs of a market that continues to evolve to meet the needs of the modern consumer.
03Black November: a full month of opportunity
In recent years, the “Black November” strategy, in which promotions start at the beginning of November, has been widely adopted by Brazilian retailers. In 2024, that approach once again showed its effectiveness. According to Confi.Neotrust, 75.4% of November sales happened during “Black November,” resulting in impressive revenue of R$36.7 billion, growth of 15.4% compared with 2023.
04Advantages of Black November
“Black November” is an extension of Black Friday and a strategic way to ease pressure on logistics and improve the consumer experience. The practice lets retailers spread order volume across the month, reducing delivery bottlenecks and giving consumers more time to make informed purchase decisions.
05Categories in the spotlight
Among the categories that led in revenue, home appliances, electronics, and telephony stand out. In order volume, segments such as fashion and accessories, beauty and perfumery, and household goods had a notable performance. It is also important to mention the impressive 66% growth in the air and ventilation category, reflecting growing interest in products aimed at comfort and well-being at home.
06Christmas 2024: consumption up even with high interest rates
After the success of Black Friday, Christmas 2024 reinforced the heating of the economy, even in a context of high interest rates. Research by Neotrust Confi, Itaú Unibanco, and the Cielo Index revealed that Christmas sales totaled R$26 billion between December 1 and 25, growth of 20.6% compared with 2023.
07The role of emerging categories
The analysis of the best-selling categories at Christmas reveals important trends. Items related to sport and leisure had expressive growth of 76.4%, followed by home and construction products (+74.4%), health items (+57%), and electronics (+26%). That movement signals a consumer more concerned with quality of life and with improvements in their routine.
Even traditional segments, such as home appliances, showed growth (+11.6%), showing that demand for technology and convenience remains strong.
08Average ticket and inflation
While transaction volume grew significantly (+22.2%), the average ticket fell slightly by 1.3%, registering R$317, excluding the effects of inflation. That trend reflects both the increase in aggressive promotions and more cautious consumer behavior, which prioritized conscious purchases.
09Other e-commerce trends in 2024
10The consolidation of Pix
Pix consolidated its position as one of the main payment methods in Brazil, representing 25.5% of transactions during Black Friday. Credit cards are still the leader (63% of sales), and the growth and stabilization of Pix show the impact of financial digitization on consumer behavior. Methods such as digital wallets and boleto bank slips also remain relevant, with shares of 4.2% and 7.3%, respectively.
11Live commerce: a new force in the market
Another highlight was the growth of live commerce, a live-selling format that combines entertainment and convenience. In the international market, platforms such as TikTok Shop reached more than US$100 million in sales during Black Friday in the United States, and Brazil is watching that potential closely. The format is a strong opportunity for brands that want to engage and convert consumers in real time.
12Challenges and opportunities
The results were positive, and e-commerce still faced challenges in 2024. ClearSale data indicates that 28,500 fraud attempts were recorded, totaling R$45 million in fraud prevented. Reclame AQUI counted a record of 14,100 complaints, with delivery delays and misleading advertising leading the main problems reported by consumers.
Those challenges reinforce the need to invest in digital security and in continuous improvements to the customer experience.
13Outlook for 2025
Based on the 2024 results, it is essential that companies keep investing in innovation to stay competitive. Solutions that prioritize the user experience, from the buying journey through to after-sales, will be increasingly decisive for success.
Strategies such as the use of data for personalization, investment in omnichannel, and the strengthening of digital payment methods will be crucial to keeping pace with the market. Adapting to constantly changing consumption behavior, with a focus on emerging categories, can be the difference that captures new opportunities.
By taking on digital transformation with agility and commitment, DIGITAL HUB helps companies keep pace with the market and lead the next wave of innovation in e-commerce. Talk with our specialists to take the next step in your innovation strategy.
