O Brazilian e -commerce earned R $ 12 billion during the Mother’s Day periodregistering up 26% compared to 2024, according to the survey of the Neotrust in partnership with e-commerce Brazil.
According to the study, between the most profitable categories are appliances (R $ 1.13 billion), telephony (R $ 1.14 billion) and Fashion and Accessories (R $ 865 million), closely followed by electronics (R $ 819 million) and furniture (R $ 825 million).
In addition to those mentioned above, the category “Others”which encompasses items such as services, marketplaces and unpaid products, reached R $ 4.05 billion, reinforcing the diversification of digital consumption.
“Today, convenience, personalization and agility are no longer differential and became prerequisites. We are facing a cycle where customer data and experience are the most valuable assets of digital commerce, ”said Bruno Pati, CEO of E-commerce Brazil.
Consumer profile
Second the research, the Women represented 54.2% of total revenues in 2025. In this regard, the share of consumers between 35 and 54 years old corresponded 49.3% of the final balance.
Meanwhile, the pUBLIC ABOUT 55 YEARS It was responsible for a growth of 39% in revenues in categories such as beauty, perfumery and domestic utilities, highlighting the digital inclusion of traditionally less represented age groups.
Purchasing by Region
In listing the highlighted regions, the study pointed out the Southeast as the main engine of national e -commerce, Responsible for more than half of total revenues, with R $ 7.1 billion.
In second place comes the Northeast, with a profit of R $ 2.37 billion, the South, with R $ 1.83 billion, the Midwest, with R $ 895 million and the North, with R $ 388 million.
In addition, all regions showed growth compared to 2024highlighting the south, which advanced 46%, jumping from $ 1.24 billion to $ 1.83 billion in just one year.
The trend, according to the survey, is that in the second half of 2025 the sector will be driven even more for dates like Black Friday and Christmas.
