Brazil Online Grocery Market Overview
The Brazil online grocery market reached a size of USD 17.4 Billion in the base year 2025. It is forecasted to grow at a CAGR of 16.60% from 2026 to 2034, reaching USD 69.2 Billion by 2034. Key factors driving this growth include the increased use of smartphones, expanding internet penetration, multiple flexible payment options such as credit/debit cards, digital wallets, and bank transfers, along with supportive government initiatives and regulations. This growth propels the shift from traditional physical stores to online grocery shopping platforms, boosting convenience and accessibility.
Study Assumption Years
Base Year: 2025
Historical Years: 2020-2025
Forecast Period: 2026-2034
Brazil Online Grocery Market Key Takeaways
The Brazil online grocery market size reached USD 17.4 Billion in 2025.
The market is expected to reach USD 69.2 Billion by 2034.
The CAGR for the forecast period 2026-2034 is 16.60%.
Rising smartphone usage and widespread internet availability are key contributors to market growth.
Increasing payment options including credit/debit cards, digital wallets, bank transfers, and cash on delivery enhance user convenience.
The instant payment system Pix is utilized by over 140 million individuals and 13 million businesses as of May 2023.
Strategic partnerships between traditional grocery chains and e-commerce platforms expand product offerings and improve pricing strategies.
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Brazil Online Grocery Market Growth Factors
The online grocery market took off in Brazil because internet usage expanded in the country and smartphones are commonly used. Data from Brazilian Institute of Geography and Statistics shows 92.5% of Brazilian homes used the internet in 2023. This is a 1.0 percentage point increase from 2022 data onward. Home internet access has risen from 93.5 to 94.1% in city areas and 78.1 to 81.0% in rural areas. Grocery shopping via apps and websites continues to replace shopping in grocery stores as smartphones become more affordable and internet infrastructure develops.
Payment flexibility is one of the biggest drivers of growth in the online grocery market. The demand for more payment options such as credit cards, debit cards, digital wallets, bank transfer and cash on delivery are increasing. Digital wallets are an increased convenience to consumers. Brazil's instant payment system Pix has, as of May 2023, been adopted over 30 months by more than 140 million people, representing 80 percent of the country's adult population, and 13 million businesses. Other payment facilities through popular messaging applications like WhatsApp, Mastercard and Visa are used to allow consumers to search and buy products.
According to the International Trade Administration, Brazilian e-commerce is expanding by 14.3% in 2023, which is resulting in investments in logistics and supply chain management to help increase efficiency. Improvements in warehousing and distribution systems have helped to decrease order delivery and fulfillment times getting goods to customers faster. Conventional grocery stores are forming partnerships with online grocery delivery companies to expand product offerings, offer better pricing, and attract new customers to online grocery services. The online grocery market is also growing due to increasing government regulations and other initiatives.
Brazil Online Grocery Market Segmentation
Product Type Insights:
Vegetables and Fruits: This segment covers the sale of fresh produce online, including a variety of vegetables and fruits, reflecting young consumers' rising preference for healthy and convenient options.
Dairy Products: Includes milk, cheese, yogurt, and other dairy items available through online grocery platforms, catering to daily household consumption.
Staples and Cooking Essentials: Encompasses essential pantry items, grains, and cooking ingredients essential for routine meal preparation.
Snacks: Captures a wide range of snack foods available for online purchase, meeting the demand for convenient and ready-to-eat items.
Meat and Seafood: Covers fresh and processed meat and seafood products accessible via online ordering platforms.
Others: Includes other grocery categories not specifically classified in the above segments.
Business Model Insights:
Pure Marketplace: Platforms that exclusively operate as online marketplaces, connecting consumers with multiple grocery sellers.
Hybrid Marketplace: Marketplace models combining direct selling and third-party sellers to enhance product variety and control.
Others: Other business models operating in the online grocery ecosystem.
Platform Insights:
Web-Based: Online grocery shopping platforms accessible via web browsers enabling users to shop using PCs or mobile browsers.
App-Based: Mobile applications facilitating grocery shopping with enhanced user interfaces and personalized shopping experiences.
Purchase Type Insights:
One-Time: Purchase transactions done on a per-order basis without subscription commitments.
Subscription: Recurring grocery purchases made through subscription plans offering convenience and potential cost savings.
Regional Insights
Among Brazilian regions, Southeast, South, Northeast, North, and Central-West are key markets for online grocery retail. The report addresses these regions but does not specify dominant ones with numerical dominance like market share or growth rate. The comprehensive regional segmentation allows stakeholders to assess market potential across Brazil's diverse geographic landscape.
Recent Developments & News
In October 2024: iFood acquired a minority stake in Shopper, enhancing its foothold in Brazil's online grocery sector. This strategic move, pending CADE approval, leverages Shopper's distribution expertise to compete effectively against Amazon and Mercado Livre, fostering e-commerce growth in Brazil.
In January 2023: Brazilian online grocery delivery service Diferente secured $3 million in funding to expand healthier food access via launching an app and enhancing product categories with AI customization.
February 2023: saw JOKR raising $50 million in Series C funding, valuing the company at $1.3 billion and strengthening its online grocery delivery operations in Brazil, which represent half its business.
Key Players
iFood
Shopper
Diferente
JOKR
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