Mercado Livre (originally from Argentina) has thus been able to become the leader in Brazil, trailed by, the online platform of the department store Lojas Americanas. Brazilian department stores and non-US e-commerce platforms have managed to become solid competitors through the maturation of the market, even beating the global e-commerce leader, Amazon. With limited room and potential for growth, local and foreign players are fighting to take each other’s share and position themselves to grab the remaining online shoppers to come. With the Brazilian market reaching maturity and a number of players in the market, competition is already very intense. They often use mobile devices to access the internet and shop online for a number of goods and services, making Brazil a particularly large e-commerce market that is not far from reaching maturity. Brazil is a large country with medium income, and Brazilians are fairly accustomed to e-commerce and its convenience.
With 150 million internet users, Brazilian internet users are still only 70% of the total population of 210 million. The Brazilian internet and e-commerce landscape already counts hundreds of millions of users but it is still far from being mature.
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