Winter only officially starts on June 21st, but the season is already driving fashion consumption in Brazilian e-commerce. In an exclusive survey for the InfoMoney, Nuvemshop, the largest e-commerce platform in Latin America, reports an increase in orders of 35.2% between April and May 2026 compared to the same period last year.
The data shows that, although Black Friday remains the category’s main annual peak, May 2026 recorded the highest average ticket in the historical series (R$297) and the best performance outside the end-of-year season — an increase of 7.4% compared to the R$273 recorded in the same period in 2025.
“Autumn-winter is one of the most important periods for retail in this segment. This year, we saw consumers buying more and investing more in each order, especially in categories with higher added value. For retailers, it is a relevant opportunity to boost results in one of the main seasonalities of the calendar”, says Alejandro Vázquez, president and co-founder of Nuvemshop.
Study abroad
Upgrade your career!
The data also shows a consistent increase in sales among the platform’s retailers. Considering the same stores active in the two periods analyzed, growth was 24.1%, which shows an increase in demand throughout the season.
Segments
Fashion maintained its position among the most relevant segments of Brazilian e-commerce. In the same period, accessories registered a 45.5% growth in orders, while jewelry increased 51.5% and food and beverages grew 64.7%, demonstrating a positive scenario for different online retail categories.
Regionally, the Southeast and South accounted for around 76% of orders in the category, while the Central-West showed the highest growth rate among the regions analyzed, with a 70.7% increase in sales compared to the same period of the previous year.
