Temu announced on Thursday (30) the opening of its platform to all Brazilian sellers, eliminating the need for an invitation and raising the temperature in the already fierce e-commerce dispute in Brazil.
Currently, it has more than 3 million local sellers, responsible for more than 90% of sales in the country. It already has more than 30 thousand, concentrated in clothing, footwear and home products – the company plans to include the book and food categories in 2025.
To strengthen its local infrastructure and compete on speed, Temu promised deliveries within two business days for products stored in Brazil and reduced initial costs for new sellers. The Chinese platform has entered into strategic partnerships with Brazilian ERP companies (automation system for online stores), such as Olist, Base, Bling and Tray, to automate steps such as order management, issuing invoices and stock control.
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Shipping competition
The search for more local sellers, as Temu does, is linked to the ability to compete in shipping and delivery speed in a market that generated R$204.3 billion in 2024 and is expected to reach R$234 billion in 2025, according to the association that represents the sector (Abiacom). With a broader base of sellers spread across the country, the company is able to reach more customers in less time.
– Platforms need assortment: have more sellers, more products and prices. Once this is resolved, they kill two important pillars, price and stock. To improve delivery times, I need hyperlocal coverage. If I have sellers everywhere in Brazil, I can deliver within 24 hours to many places – says Roberto Wajnsztok, managing partner of Gouvêa Consulting, a Gouvêa Ecosystem company.
Wajnsztok points out that Brazil has consolidated itself as a market focused on online shopping due to a good track record of almost thirty years, with high confidence in digital transactions, continental character and ease in the transit of goods.
Despite robust growth, Léo Homrich Bicalho, head of Business at Neotrust consultancy, recalls that e-commerce penetration represents 15% to 20% of national retail revenue, a low percentage compared to countries such as China, USA and Europe, where it can reach 50%.
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Regional concentration is high: approximately 60% of sales are still in the Southeast. He says that there is segmentation by social classes between the platforms:
– Amazon, and Magalu, for example, reach a slightly more AB and C audience. Shopee and Temu take part C, D and E. These platforms started with lower ticket sales, but industries are already starting to sell electronics through them, and they sell well.
On the AliExpress side, director Briza Bueno says that there has been growth in the base of national sellers since 2022, driven by logistical improvements and the arrival of big brands. Brazilian sellers have competitive commissions, their own logistics, participation in promotional calendars and traffic tools (such as lives). For her, there is complementarity between national and international sellers:
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– Local sellers have the advantage of shorter delivery times, as well as an assortment that can include large and heavy items. International sellers have a range of products that are not found on the national market.
Shein prioritizes the expansion of its base of local sellers, which already exceeds 30 thousand, to expand the variety of products and speed up deliveries. The company also plans to include the book and food categories in 2025.
The platform uses its base of more than 50 million consumers as an attraction, offering exemption from commission fees for the first 30 days (later set at 16%). Its geographic expansion in 2024 initially focused on Rio and Minas Gerais, later advancing to Paraná. In 2025, the initial focus was Santa Catarina, the largest national clothing hub.
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Shopee, on the other hand, sees loyalty in local sellers: a 2025 survey found that the platform was the first online selling opportunity for 30% of respondents, and more than 50% consider it their main source of revenue. And 30% of entrepreneurs physically expanded operations after starting sales on the platform.
When contacted, Mercado Livre did not respond. Amazon did not respond until the publication of this report.
