Brazil's live-streaming e-commerce industry has delivered another impressive report card.

Brazil's TikTok live-streaming queen Bianca Andrade (online name Boca Rose) attracted 1.1 million viewers in a recent 4-hour live stream, sold 64,000 items, and achieved sales exceeding $900,000 (about RMB 6.46 million).

Within just 10 minutes of the broadcast, sales exceeded 1 million reais; after 20 minutes, some shades of foundation were already sold out. Such achievements once again highlight the huge potential of Brazil's live-streaming e-commerce.

 

Image source: ecommercebrasil

The rise of Brazil's live-streaming e-commerce was already showing signs.

As early as 2023, McKinsey's survey data showed that Brazil ranked second in the world in live-streaming e-commerce, live interaction, and live sales, second only to China.

Market research agency Grand View Research data also shows that in 2024, the market size of Brazil's live-streaming e-commerce is about $151 million, and is expected to reach $488 million by 2030, ranking among the fastest-growing major markets globally.

 

Image source: Grand View Research

The boom in Brazil's live-streaming e-commerce is no accident, but closely related to local consumer habits. Brazilians are highly enthusiastic about online shopping, especially after the pandemic, when online consumption habits became firmly established.

In 2023, the number of new online shopping users in Brazil surged by 32%, ranking among the top globally.

Currently, among Brazil's population of over 200 million, about 91.3 million are active online shoppers. The average order value per person has increased from 492.4 reais in 2024 to 539.28 reais this year, demonstrating strong purchasing power.

More importantly, Brazilians are naturally passionate about socializing, which provides fertile ground for the development of live-streaming e-commerce.

Even before the introduction of live-streaming, Brazilians showed strong interest in various social media platforms, from the early days of Orkut to today's TikTok.

Etienne, Chief Product Officer of Latin American live-streaming e-commerce platform Mimo Live Sales, once commented: "In Brazil, the scale of live-streaming shopping may even surpass that of traditional e-commerce."

 

Image source: myNZTE

Reportedly, TikTok has become the core platform for live-streaming e-commerce in Brazil. In May this year, TikTok Shop officially entered the Brazilian market, and within just 60 days, the live-streaming segment saw explosive growth.

Official data shows that Brazil's TikTok Shop high-performance seller stores' average monthly sales soared from 1.8 million reais in May to 2.4 million reais in July. The proportion of stores with sales exceeding 2 million reais rose to 31%, and half of live-streaming creators achieved monthly sales of 50,000-100,000 reais.

On TikTok, a group of influential hosts is also emerging. In addition to Bianca Andrade, Rafael Santos, who has about 25.7 million followers, is another representative. His videos have accumulated more than 760 million likes.

Rafael mainly creates comedy, makeup tutorials, and lifestyle vlogs, naturally interspersing fashion and beauty product recommendations in his live streams, driving sales with his humorous style.

 

Image source: EchoTik

Another internet celebrity host Luva (account @luvadepedreiro) also has nearly 25 million followers. He transitioned from a dance influencer to a live-streaming sales expert. His unique style of dancing while showcasing products makes his live room extremely popular, with single live streams attracting hundreds of thousands of viewers.

 

Image source: EchoTik

With the joint efforts of these top hosts and platforms, the potential of Brazil's live-streaming e-commerce market continues to be unleashed.

Currently, Brazil has become TikTok's third largest site globally, after Indonesia and the United States.

This market of 200 million people is gradually becoming South America's most dynamic live-streaming e-commerce testing ground. It is believed that more sales influencers like Bianca Andrade will emerge in the future, continuously reshaping the landscape of Brazil's retail market.