Visits increased by 11,000%! Temu continues to surge in Brazil

It is understood that Temu has currently expanded to 90 national markets, and its site system covers many countries and regions in the Americas, Europe, the Middle East, Africa, Asia and Oceania.

Among these sites, there is one that is developing quite rapidly - this is the Brazilian site in Latin America.

Temu Brazil site traffic increased by 11,000%

According to the latest Brazilian e-commerce industry report released by research firm Conversion , Temu has quickly captured the Brazilian market since its entry . As of January this year, Temu's visits soared to 142.9 million times, demonstrating its strong ability to attract fans.

In January this year, Temu's visits increased by 38.5% month-on-month, reaching 39.7 million visits, compared with 103 million visits in December 2024 ; compared with January 2024 (Temu Brazil officially opened in June 2024), Temu's visits in January this year increased by 11,000%, when the number of visits was 1.1 million . The report also mentioned that from July last year to January this year, Temu 's cumulative visits have reached 719 million .

( Image source: Conversion )

In addition to the number of visits, Temu is also worthy of praise in terms of downloads. According to AppMagic data , in the first month after entering the Brazilian market, Temu ranked among the top 11 apps in terms of downloads and the top 4 shopping apps. By November 2024, Temu's downloads reached 4.8 million times, surpassing the 4.77 million times of local e-commerce giant Meikeduo, becoming the number one in the download list of local Apple and Google app stores .

In addition to Temu, other Asian e-commerce platforms also have a good performance in Brazil.

The report released by Conversion mentioned that among the top ten most visited e-commerce websites in Brazil, four are Asian platforms, namely Shopee (2nd), Temu (4th), Samsung (6th, South Korea), SHEIN (8th) and AliExpress (10th). The total number of clicks on these Asian e-commerce platforms exceeded 639 million in November, accounting for 40% of the total traffic of the top ten e-commerce websites in Brazil.

Brazil's market revenue is expected to reach 294.6 billion this year

In recent years, with major platforms such as Amazon (lowering commissions and FBA fees, SHEIN (expanding local seller recruitment) increasing their investment in the Brazilian e-commerce market, this cross-border e-commerce market has attracted much attention.

Conversion data shows that cross-border e-commerce will become the fastest growing sector in Brazil's import industry in 2024, with 134 million new visitors and a year-on-year increase of 68%. Temu has made an indelible contribution to this. In January this year, Temu contributed 92% of the industry's growth in the 331 million monthly visits to Brazil's import e-commerce.

In addition, as the economic leader in Latin America, Brazil has a huge consumer group and increasingly popular Internet technology, which also provides a solid foundation for the development of e-commerce in Brazil.

According to a report released by the Brazilian Electronic Commerce Association ( ABComm), Brazil's e-commerce sales will reach 204.27 billion Brazilian reals (about 256.218 billion yuan) in 2024, a year-on-year increase of 10.5%, 0.5 percentage points higher than expected. Among them, the number of online shopping transactions reached 414.9 million, with an average customer unit price of 492.4 Brazilian reals (about 617.62 yuan), and the number of online buyers reached 91.3 million. In 2025, it is expected to reach 234.9 billion Brazilian reals (about 294.637 billion yuan), the average purchase amount per transaction will reach 539.28 Brazilian reals (about 676.42 yuan) , the order volume is expected to be 435.6 million, and the number of consumers is expected to reach 94.05 million.

From the perspective of consumer groups, women are the main group of online shoppers, which is consistent with Amazon's survey results. Amazon's previous industry insight report shows that 61.4 % of online orders come from women ; but men have stronger spending power . Compared with the average online order of women, which costs 387 Brazilian reals (about 485.41 yuan), the average order amount of men is 552 Brazilian reals (about 692.37 yuan). In addition, more than half of consumers live in the prosperous southeast of Brazil.

In terms of shopping category preferences, consumer electronics ( 31.9%) and fashion (27%) are popular categories for Brazilian consumers to purchase online, followed by leisure and hobbies (14.1%), furniture and home products (6.1%), care products (6.1%), DIY (5.4%) and groceries and other categories (4.6%) .

Among them, the care products category deserves attention. According to relevant data, the Brazilian beauty and personal care products market will grow at a compound annual growth rate of 6.57% . In the past two years, China has also become the fastest growing import source of Brazilian beauty products . In December 2024, China became the largest import source of Brazilian beauty products with a total import value of US$3.29 million (approximately RMB 23.96 million).

This trend is due to the steady improvement in the quality of Chinese skin care products and cosmetics, and the increasing popularity of large Chinese e-commerce platforms such as AliExpress and SHEIN in Brazil . In addition, the maternal and infant market, as an important part of the beauty and personal care product market, also has great potential. Data shows that its growth rate is almost 2-3 times that of Brazil's national economy .

The Brazilian market also has difficulties and challenges

When sellers enter the Brazilian market, the first challenges they face are tax regulations and customs clearance difficulties :

Brazil's tax regulations are very complex, involving multiple taxes such as value-added tax (ICMS), federal income tax (IPI), social integration plan tax (PIS/PASEP) , etc. In addition, imported goods are subject to import tariffs ( a 20% import tariff is imposed on cross-border parcels from Brazil below US$50) and other related taxes . High taxes not only increase the cost of goods, but also make it difficult for sellers to set prices .

At the same time, the Brazilian customs has very strict review of imported goods, and the customs clearance procedures are complicated, which often leads to the goods being stranded at the port, thereby increasing logistics costs and time costs. In response to this, many industry insiders said that "localization layout" has become the key to the business.

The second is product selection . Some industry insiders suggest that sellers must pay attention to the following points when selecting products:

1. Don’t be superstitious about “European and American hot products” : Compared with the European and American markets, Brazil’s per capita GDP is more than 10,000 US dollars, so consumers are more sensitive to prices. For example, popular smart home products in Europe and the United States are not popular in Brazil due to complex installation and high after-sales costs, but the “fool-proof smart socket” with simplified functions has become a dark horse. But it should be noted that “low price” does not mean “low quality”.

2. Don’t ignore the power of social media : When referring to data tools, don’t ignore Brazilian local platforms and social media. It is reported that Brazilians rely on “trust” when making shopping decisions, so TikTok influencers and WhatsApp community word-of-mouth are more objective and true than search data.

3. Don’t ignore hidden costs : When selecting products, you should not only choose products with high profits, but also consider hidden costs such as losses. For example, a seller found that Brazilians love to use ceramic cups, and the profit margin of purchasing from China reached 50%, but ignored that 30% of the goods were damaged after arrival due to poor shockproof packaging, which ultimately led to losses.

4. Pay attention to local details : Details determine success or failure, this statement is true. For example, Brazil uses a mixed voltage of 127V/220V, and the plug type is N-type three-pin; purple symbolizes death in Brazil, so the color of products and packaging needs to be paid attention to; the average height of Brazilians is lower than that of Europeans and Americans, so the size of clothing needs to be recalibrated.

Risks such as strikes and fraud cannot be ignored: Brazilian customs auditors have been on strike since November 21 last year, and there is no exact end date . This situation has caused significant delays in customs clearance at ports and airports in Brazil, and the customs clearance time for imported and exported goods has been extended from the normal 1-3 days to several weeks. In addition, with the upcoming holidays such as Easter and Tiradentes Day in Brazil, the industry recommends that sellers plan shipments in advance to avoid a backlog of goods.

At the same time , the Equifax BoaVista survey report shows that in 2024, Brazilian e-commerce fraud attempts increased by 3.5% compared with last year, with a total of nearly 7 million cases and an average transaction amount of 343.90 Brazilian reals. Fraud is most common on Friday afternoons, and Equifax BoaVistaa's vice president of products and pre-sales reminded that "data shows that fraudsters are more inclined to disguise themselves as ordinary users during peak e-commerce traffic hours to evade detection."

The current Brazilian e-commerce market is booming. Although it faces many challenges, it also has huge opportunities. Sellers interested in the Brazilian market must have a deep understanding of the market situation and flexibly deal with various problems in order to gain a foothold in this market.

Temu

Brazil

E-commerce market