Brazilian e-commerce is expected to generate R$11.06 billion on Mother’s Day 2026, an increase of 10.8% compared to the R$9.98 billion recorded on the same date in 2025, according to projections from Abiacom (Brazilian Association of Artificial Intelligence and E-commerce).
This number represents growth at a more moderate pace than . According to the association, the number of orders should reach 18.49 million, with an average ticket stable at R$598.23.
For Fernando Mansano, president of Abiacom, the slowdown has an explanation in the calendar: the World Cup, which starts in June, divides the attention of consumers and advertising campaigns with the commemorative dates in the middle of the year, while the electoral scenario tends to generate caution in the market.
“Even so, growth close to 11% is still very positive. Double-digit growth is almost an e-commerce tradition”, says Mansano to CNN Money.
The president also points out that a stable average ticket also reflects a more selective consumer.
According to the executive, buyers do not stop purchasing the products they like, but look for alternatives with better cost-benefit, pressured by competition from international products, which arrive in the country with competitive prices.
Mansano also states that fashion, beauty and electronics remain the most searched categories today.
Next to date. With same-day or next-day deliveries now available in major centers, e-commerce even serves those who leave purchases until the last minute, a typical behavior of Brazilian consumers, according to Mansano.
In regional terms, the South and Southeast regions concentrate more than 70% of online purchases destined for the end consumer and also account for more than 90% of the origin of sales.
Abiacom highlights the progress in expanding distribution centers for large marketplaces in the North, Northeast and Central-West regions, but still assesses structural challenges.
